Join this presentation from Oana Rengle and learn how to:- Explore instances of deprivation and inflation, to learn more about what matters to humans.- Explore the abilities and limitations of humans predicting their own future, so that this skill could be improved in the future. - Understand the good change in people's lives so that we have a chance of creating a better future.
This is a presentation that shows the power of taking something away. In a world where we are used to asking for more, while we indeed already have more, it seems almost backward. In the world of research where we ALWAYS want MORE it seems even more absurd. More sample (big data), more questions (that too long questionnaire), more use (forced home use tests), more magazines for my collage exercise, more people in the group/sample more! More! More! This presentation highlights that we CAN in fact get MORE with LESS. Sometimes it is as simple as watching with NO questions or SOUND. Having non-use as the goal rather than use. Having no stimuli, and no moderator, we explore and give examples of approaches that have succeeded in getting more with less in both the qualitative and quantitative worlds.
This is a presentation that shows the power of taking something away. In a world where we are used to asking for more, while we indeed already have more, it seems almost backward. In the world of research where we ALWAYS want MORE it seems even more absurd. More sample (big data), more questions (that too long questionnaire), more use (forced home use tests), more magazines for my collage exercise, more people in the group/sample more! More! More! This presentation highlights that we CAN in fact get MORE with LESS. Sometimes it is as simple as watching with NO questions or SOUND. Having non-use as the goal rather than use. Having no stimuli, and no moderator, we explore and give examples of approaches that have succeeded in getting more with less in both the qualitative and quantitative worlds.
One of the most fascinating cultural phenomena in the past decade, MySpace, is using research as a cornerstone of their plan to reinvigorate and reenergize their brand and audience. This paper discusses how integrated deprivation methodology was integrated within a larger multi-method online research framework, in order to garner deeply held consumer insights regarding their values and motivations for using MySpace. In addition, how research and findings like these can influence brand development and (re)design will be addressed.
Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product or service has to consumers, by placing them in a real lack of that product / service situation. Deprivation makes consumers behave in a way they wouldn't be necessarily able to express when asked about the hypothetical lack of that product / service. Lidia will share her experience in the use of this technique, show the multiple benefits of this tool and describe the steps that should be followed in order to make the most out of these studies' results.
This paper analyses the findings of a survey evaluating Ihe nature and exlent of poverty in Britain, and compares them with the results of a similar survey conducted in 1983. It provides readers wilh insight into social change under the premiership of Mrs. Thalcher, based on an original survey methodology. In February 1983 Market & Opinion Research international (MORI) conducted the first explicit national survey of poverty for fifteen years, as the basis of the award-winning television series lireaiiline Britain, made by London Weekend Television (LWT). This survey developed the pioneering approach of Professor Peter Townsend, which argued that poverty is a relative phenomenon which is most appropriately measured by variations in living standards and styles. The two significant developments made in the Breadline Britain survey incorporated the first attempt to reflect the publics own criteria by evaluating which items - from a wide-ranging list covering diet, heating, household amenities, social activities, and clothing - the British public consider to be necessities to which everyone, regardless of economic status, should be entitled. Second, it differed from Townsends work by distinguishing taste from deprivation per se. In 1990 the survey was updated. This new survey formed the backbone of a series of television programmes entitled Breadline Britain 1990s. transmitted in April and May 1991. There were three important methodological developments in the 1990 study. First, the list of items was extended, to include a number of luxury goods. Second, the survey explored the adequacy of provision of public services, and the quality of the environment in which respondents live. Third, we included a booster sample of people living in deprived urban areas in order to be able to analyse the findings of particular demographic sub-groups in more detail than the national sample would permit. The findings reveal a high level of agreement about minimum living standards across all sections of the community, and that the upward trend in living standards in the 1980s has led to higher expectations of what people should be entitled to expect. The survey also establishes the extent of deprivation in Britain today. In a country with 55 million people some 7 million go without essential clothing, while around 10 million cannot afford adequate housing, due to financial hardship. One person in five lacks three or more of the items which most people consider necessities. The paper describes how the findings have been publicised and have fed in to the debate on the inner cities, and concludes by showing how survey research can play a valuable role in the field of social policy.
As a result public discussion of social issues is now increasingly focussed not on the mass of the people, but on those suffering extreme misfortune. When concerned for this unfortunate minority concentrates on income, its members have been referred to as "poor". Monetary income is not, however, the sole problem; the term "deprived" extends to cover those with bad housing, ill-health, or any of a range of other misfortunes. And when emphasis is placed on the probable tendency for a small group of people to suffer on a number of different counts, they have been described as "multiply deprived". This paper describes the plans for a study to investigate the problem of these multiply deprived people.