Insight & research
According to Rory Sutherland in his book Alchemy, David Ogilvy apparently once said, “the trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say”. This highlights a key difference between "insight" and "research": insight is where we delve into what is really influencing behaviour whereas research is more about examining attitudes and behaviour as understood by respondents.
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To gain insight first requires deep understanding. Beyond Logic Consulting gains this understanding from a wide range of sources, while using behavioural science to take into account the strengths and weaknesses of each.
For example, a typical survey is affected by effects such as Anchoring in which the choice of pre-coded answers influences how the respondent answers the question, and the Peak End rule which influences how respondents answer satisfaction questions (see more in this paper:blc008_how_behavioural_science_can_improve_market_research.pdf . ) |
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It is usually a combination of sources from which true insights are gained, and often this is a blend of quantitative and qualitative data. Because of this, Beyond Logic Consulting treat these sources as equally important while understanding the strengths and weaknesses of each.
CASE STUDY: PASSENGER INFORMATION RESEARCH
Project description
Transport for Greater Manchester (TfGM) wanted to understand the impact of changes in technology and the increasing use of smart phones on passenger information needs, and the actions that are needed to improve the traveller experience and satisfaction. The project involved quantitative and qualitative research elements including a face to face survey of residents, visitors and students (conducted by Qa Research) and qualitative "in-the-moment" research conducted by Crowdlab. The project was managed by Steer with Tony Duckenfield instrumental in the design and interpretation of the research.
Project outcomes
The research provided TfGM with a clear picture of how passenger information is currently used and how it can be improved. Particular areas of insight included understanding how information can influence travel choices, and the role of traditional media such as posters and timetables.
Added value
New insights were obtained from this well-researched topic by utilising the combination of traditional survey methods with qualitative in-the-moment research which captured traveller sentiment over a 10 day period using multiple media to help illustrate pain points or frustrations.
Behavioural science concepts
Framing- the impact of how questions are presented, an effect reduced by allowing respondents to use their own choice of media to get across their thoughts and feelings.
Peak end rule- the tendency for memories to reflect the most extreme event and the end point, with this bias overcome by obtaining feedback during the journey itself.
Power of context- how the nature of the journey affects the need for information, addressed by capturing contextual information about the journeys being made.
Project description
Transport for Greater Manchester (TfGM) wanted to understand the impact of changes in technology and the increasing use of smart phones on passenger information needs, and the actions that are needed to improve the traveller experience and satisfaction. The project involved quantitative and qualitative research elements including a face to face survey of residents, visitors and students (conducted by Qa Research) and qualitative "in-the-moment" research conducted by Crowdlab. The project was managed by Steer with Tony Duckenfield instrumental in the design and interpretation of the research.
Project outcomes
The research provided TfGM with a clear picture of how passenger information is currently used and how it can be improved. Particular areas of insight included understanding how information can influence travel choices, and the role of traditional media such as posters and timetables.
Added value
New insights were obtained from this well-researched topic by utilising the combination of traditional survey methods with qualitative in-the-moment research which captured traveller sentiment over a 10 day period using multiple media to help illustrate pain points or frustrations.
Behavioural science concepts
Framing- the impact of how questions are presented, an effect reduced by allowing respondents to use their own choice of media to get across their thoughts and feelings.
Peak end rule- the tendency for memories to reflect the most extreme event and the end point, with this bias overcome by obtaining feedback during the journey itself.
Power of context- how the nature of the journey affects the need for information, addressed by capturing contextual information about the journeys being made.
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Tony Duckenfield is a Certified Member of the Market Research Society and ensures all Beyond Logic's research is undertaken to their demanding standards 
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