To segment effectively, you need to understand what drives the segments, not just how to measure them. That's where qualitative insight comes in. Please credit the author if you use the material. Some images are subject to copyright.

1. Qualitative Why you need it & how to get value Presented by: Susan Abbott Abbott Research & Consulting www.abbottresearch.com

2. Wouldn’t you love a business like this?

4. Is Curves Right for Me?

5. How do you get this without qualitative?

7. What are your goals?

12. Designing the Study Scope & Parameters

16. How to interpret findings You are paying for insight, not methodology

17. What you want insight about Language used, metaphors Usage, context, occasions & sequence Motivations & desires Goals & alternative solutions Problems Experiences & stories Influencers Emotions and feelings

18. How to look for patterns “ pattern recognition begins with variation recognition” Cultural anthropologist Grant McCracken

19. Teens and technology project  First off - I am constantly left on. Sometimes even overnight. She leaves me in her purse all day. It's stuffy in that tiny pocket shared with all of her other items! I feel like my battery is being charged everyother day from all of the use I get. Luckily, I haven't been dropped, scratched thrown or anything else, so I am in top condition. I've seen her other friend's cellphones and I consider myself very lucky. i got the cell for two reasons one privacy i can't count the number of times my mom picked up the phone when it was for me i'd say "don't pick it up but she would and start trying to have a conversation with them.the second reason is my friends always wants to know where am at so we could get together and chill  

20. Methods New and emerging

23. Text Chat: Online Focus Group Whiteboard Respond here The Discussion

24. Online Discussion Forum / Bulletin Board

25. Ethnography

27. Emerging – Instant Messaging 1

28. Emerging – Webcam 2

31. Best Practices

35. Remember … We are not our customers. The more you understand your customer segments, the more competitive you can become.

36. Thank you! Questions? Susan Abbott Web: www.abbottresearch.com E-mail: [email_address] Blog: www.arc.typepad.com/customercrossroads Phone: 416-481-7409 or 888-244-0285