Join Cheryl Ladd for an in-depth discussion in this video Kettle Brew Coffee screener, part of Marketing Foundations: Qualitative Research.
- [Instructor] So, how'd you do with…the Kettle Brew Screener?…There's not necessarily one correct answer.…But let's go through the thought process…for one possibility.…Your first step was deciding who you wanna talk to.…Given what you learned in your kick-off call with…Kettle Brew there are several segments you might consider…when thinking about potential respondents.…Your client has shared some trends.…Younger coffee drinkers gravitating…towards single cup brewers,…and older coffee drinkers purchasing higher-end products,…like espresso machines.…So you might wanna consider segmenting…your respondents by age.…
Additionally, since Kettle Brew's market share…has decreased you may want to include current users,…those who currently own a Kettle Brew coffee maker,…former users, those who used to own a Kettle Brew…coffee maker, but no longer do.…And non-users, those who have not previously owned…a Kettle Brew coffee maker.…If your client agrees with these segments,…how might you design a screener…to identify those that qualify?…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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