Dedoose – providing context to qualitative research

One of the challenges that I have found over the years in my career has been getting technical (read engineering) people to accept and appreciate the value of qualitative research.

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In marketing, customer feedback is a critical part of understanding what customers need and value.  Whether the feedback is around product features, advertising, customer satisfaction, messaging, or other important customer engagement areas, qualitative research plays a key role.

Technical people by nature tend to gravitate towards quantifiable data.  This is why surveys with Likert scales (e.g. 1-5 ratings) or numbers driven research (the volume of units or click data) is frequently favored by more quantitative minded people.  Part of this is because qualitative data is, by the very nature of the data, open to interpretation and easy to manipulate.  Regardless, while quantitative data provides the measure, qualitative data provides the flavor – it provides the deeper understanding behind the quantitative data.

Because of the challenge of presenting qualitative data to broader audiences, I’ve learned over the years to use several tricks to make this data more palatable.  Things like boiling down the data to the ‘Top 10 most common statements” or “This message was consistent among X number of focus group participants”.  This works in some cases but it still leaves a lot to be desired.

Enter a fantastic new tool called Dedoose.  Dedoose is an online research tool that can be used individual or in teams of researchers.  It allows for the management of qualitative data or mixed methods input (both qualitative and quantitative data).

Dedoose provides a structured way to code transcripts from customer interviews, focus group research, email or online responses (think customer service emails as research input!).  Based on the coding, the data can be manipulated and presented in ways that make it understandable and broadly usable.  Because of the workgroup capabilities, people outside the research team can be given access to the data for their own review and manipulation (dangerous, I know – but at least possible!).  WebBasedFullSize_2

One of the (many) nice things about Dedoose is that it’s easy and fun to use.  Our research group had several folks that were not computer or data oriented and they were able to immediately begin using Dedoose and contribute to our project.

Why is this such a powerful approach?  It allows marketing teams to conduct research using different methods and use the Dedoose platform to integrate them into usable, actionable data fast and accurately.  Spending time defending qualitative findings is non-productive time for marketing folks.  Tools that provide better integration, analysis, and presentation of qualitative data are invaluable in getting to the answer more quickly and getting organizational understanding more quickly.

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I have no direct relationship with Dedoose other than as a subscriber.  I’m using it in some of my academic research and it’s one of the new tools that I’ve come across that I believe provide real value for marketeers.

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http://www.dedoose.com

Rumors of the Death of the 4 P’s are Greatly Exaggerated

With all of the excitement of Social Media and Digital Marketing, there have been a lot of articles and commentary lately about the demise of the 4P model.  For those that don’t know or need a refresher, the 4P model stands for Product, Pricing, Placement, and Promotion.  A good, simple overview of the 4P model is presented on the NetMBA site.images

Ogilvy and Mather published an article about the 4Ps being out and the 4Es being in.  While I agree with the value of the 4E model as an extension or addition to the 4Ps (I have this as required reading in the undergraduate digital marketing course that I teach), it does not replace the 4P model.

There have been numerous attempts to EXTEND the 4P model over time.  There have also been arguments about what constitutes the main P’s with some arguing that People should be added (for customer segmentation).

Some argue that the 4Ps have been replaced by the 7Cs.  An alternative way of thinking about this is that the 4Ps approach the marketing mix from the vendor/producer viewpoint while the 7Cs approach marketing mix from the Customer/Consumer standpoint.  I think that this is another model that goes deeper and is complimentary to the 4P model.

As a way of highlighting the continuing importance of the 4P model, I point to the recent issues in the marketplace around Microsoft’s Surface RT tablet launch as a way of showing how critical the 4Ps really are to successful marketing.  Regardless of your personal viewpoint (Pro or Con) regarding the Surface RT platform, the product has had a challenging launch and ramp by any objective measure and it can be clearly tracked back to three of the four P’s.

From a Product standpoint, the Surface RT has had strong positive reviews for it’s industrial design but has also had negative responses to it’s lack of available apps and inability to run legacy Windows applications.

From a Pricing standpoint, there has been strong pushback from reviewers on the initial pricing for the Surface RT.  While there have been pros and cons about the Surface RT pricing and price positioning (with and without keyboards), the fact that it is raised as a value concern in various reviews shows that Pricing and price-positioning is an important part of the marketing mix.

Finally, Placement has been a major issue as the product was initially available only in Microsoft’s stores and online.  There was some commentary early on in the announcements that this was a point product for Microsoft and would not be available through broad distribution as a way to minimize competitive conflict with Windows 8 OEMS but that has proven to be an issue for the product’s acceptance in the marketplace.

From a Promotion standpoint, Microsoft has done a good job of building Awareness.  Using the 4P model it is possible to see clearly the challenges that they have in driving Consideration and, most importantly, Conversion.

While there is always value in extending models and creating complimentary models, the claims that the 4Ps are irrelevant are questionable at best.  Like good brands, good models stand the test of time.

Starting to realize a dream

Got to school today (Kellogg School of Management) and the office had our graduation announcements ready for us. While I intellectually know that graduation is near, it wasn’t real to me until I saw the announcements. To get these from the school office underscored the point that we are close to the end.

I started looking at Kellogg in the early 90s and I was actually accepted into the Kellogg TMP MBA Program for the 1994 class and ended up not going because I took a position with Dell in ’94. I never lost the ‘dream’ to go to school there and applied for the MBA program in 2005. On June 9th, I’ll walk across the stage and get my graduate degree from one of the top Executive MBA universities in the entire world.

Dreams are important and they aren’t bound by the confines of time. While you may need to delay the pursuit of the dream you should never give up on them. I’m graduating at 46 years old. Never too late. The term ‘don’t give up on your dreams’ is NOT a cliche!