Constructor Groups transform group respondents from armchair critics into engaged
stakeholders.
Working in mini-teams on carefully pre-planned
tasks, respondents build on the concepts we’ve
shown them, configure their ideal product spec,
write a service script, coin a slogan or work-through
a trade-off task - whatever is most pertinent.
This simple ‘handing over of the controls’ energises
respondents and multiplies the output dramatically.
In presenting-back their own solutions consumers
invariably spotlight the strategic opportunities as
well as the magic touches needed to bring strategy
to life.
‘Constructor’ is especially good for researching
markets which consumers find daunting or complex
(household utilities, credit cards or mortgages for
example). It’s also a great way to attack
detail-intensive trade-off dilemma’s so that you get
definite answers, not a sea of ‘mush’.
In fact, it’s simply a better way to do group-based
research in most situations.
CASE STUDIES
Recent projects for clients that have used the Constructor Groups technique:
We’ve run Constructor Groups on every kind of
issue from brand positioning to new service
specification. If you would like to know more,
please
Other Signature Techniques
You can also see our other 'Signature' products which may be the benefit to your marketing research:
Value-Modes™ segmentation for values-driven markets
Actionaid’s well-known child-sponsorship TV commercials (‘Direct Response TV’) are crucial to their fundraising. To help future DRTV development KSBR teamed up with brother-agency ‘Cultural Dynamics’, whose annual Value-Modes™ survey segments the public in terms of fundamental values, based on Maslow’s celebrated hierarchy of needs.
Value-Modes™ allowed us to recruit Constructor Groups of ‘inner-directed’ & ‘outer directed’ respondents who shared similar values– not merely the same life-stage or socio-economic status. This enabled us to provide ActionAid with recommendations to guide the messaging & tone of DRTV campaigns aimed at different values-groups in the population.
KSBR & Cultural Dynamics have worked as close partners on projects across many different sectors where ‘issues & attitudes’ are the central focus and consumer values are the key drivers: Charities, Pressure Groups, Government Departments and Broadcasting.
to view Actionaid website by Actionaid to find out more.
O2 Think Big for Young People
International corporate responsibility (CR) development
Do ethics matter in business? O2 believe they do – for altruistic reasons and also for the company’s reputation and staff pride. Launched in 2010, O2’s ‘Think Big’ campaign is a major pan-European corporate responsibility (‘CR’) initiative which KSBR is very proud to have worked on.
‘Think Big’ has the ambitious goal of encouraging aspiration and achievement amongst Young People right across Europe, especially those whom life hasn’t showered with advantages. The search for an inspiring ‘rallying call’ which would resonate across generations, countries and cultures began in the UK - where KSBR Constructor groups and staff workshops repeatedly identified Youth as one of the universal concerns which O2 was especially well-fitted to champion.
Working closely with corporate responsibility specialists ‘Good Business’ and O2’s ad-agency VCCP, KSBR organised pan-European research to test the embryonic ‘Think Big’ campaign concept across six countries: Germany, Spain, Czech Republic, Slovakia, Ireland and the UK. Taking the local O2 marketing teams with us on this journey was crucial, which meant working with mature partners in each country and taking extra care at both the planning and the reporting stages.
‘Think Big’ is still in its early stages and has much potential to grow and develop – but the signs are that O2 has found a long-term concept with the power unify and magnify all its CR activities across Europe.
to view O2 Think Big for Young People website by O2 to find out more.
Talk Talk
Talk Talk & YouView: the value of a pre-task
As one of the media partners in the forthcoming groundbreaking TV service YouView (www.youview.com) TalkTalk wanted to explore consumer reactions to the service. In mid 2010 the company asked KSBR to help them understand how consumers could see YouView fitting into their household’s TV usage and to establish which product features TalkTalk should leverage to create the most compelling consumer offer.
Prior to introducing consumers to the new service in discussion groups KSBR wanted to benchmark the current media consumption of respondents’ respective households by turning the spotlight on their viewing habits across all screens: TV, computer and smartphone, plus delivery mechanisms: broadcast, live streaming, on demand & recorded. KSBR tasked all of the research participants with keeping a detailed record of the TV consumption across their household for the week prior to the research groups – this also included taking a number of photographs of their home, TV viewing equipment and the places in their home that they like to watch TV. The TV diaries and photographs revealed a detailed picture of the segments’ viewing habits thereby enabling KSBR to enter the discussion groups with a deep understanding of the respective respondents’ use of TV in their household. This depth of knowledge allowed a much richer and informed conversation to take place in the discussion groups than would have otherwise been possible – plus the diaries and photographs formed a useful bank of reference material for the TalkTalk YouView development team.
The YouView service will launch in the first half of 2012. KSBR’s research has and continues to deliver significant insights that are helping to shape TalkTalk’s forthcoming YouView offer.
to view Talk Talk website by Talk Talk to find out more.
