While working on Hellmann’s in the past year, I had the opportunity to meet and speak with Lisa Elder, the President and owner of Heads Up a qualitative research firm that conducts marketing research and training sessions on brand relationships and consumer insights for brands and agencies in Canada and the U.S.
DB: What type of companies do you usually do research moderation for?
L.E: I love a broad band of clients — it keeps things interesting personally, and you find there are amazing insights about the human condition that apply across industries. This year I’ve worked on brand and communication strategies for restaurants, technology, media, foods, snacks, retail, health care, pet care…
DB: What types of people usually are selected for focus groups? (Is there a type aside from the demographics that the client is usually looking for?)
L.E: They are always recruited to suit the specs for the project: demographics, psychographics, brand usage, category usage etc. Some brave clients want the general public- that is always interesting. Other clients want only “articulate” people. And still others need “super groups” of people — proven to be imaginative and articulate thought leaders.
DB: What has been the most unusual client/product you have done research for?
L.E: One family business was the most unusual. They bought large but struggling brands and then grew them for resale. Having the Dad and children around the boardroom table made the business stakes and different points of view that much more personal — both a good thing and not so good at times.
DB: Do you do other types of research aside from focus groups?
L.E: We have been using some social-media-inspired tools and are getting some thrilling learning. Imagine participants having the freedom to confidentially express their points of view using online Bulletin Boards and downloading videos of their experiences and feelings… It gets us to the true context for brand usage and appreciation. Plus we’re using text messaging for occasion-based learning… It’s all about tapping into the individual in a more genuine way.
DB: Could you give an example of a session/client that you remember where the insight you collected in the session completely changed how the client perceived their own product?
L.E: One example is the case for Canadian Tire and the study of men. The project included a broad range of techniques and approaches. But I will never forget the first few minutes of the first night. I sat informally with three men, and as an opening, I mentioned that the discussion was theirs to lead, and to not consider me to be a ‘woman’ in the room. “Oh,” says one, “So you’re not going to interrupt me?” “No”, I said. “And you’re not going to finish our sentences?” “No…” This was the beginning of incredible insights about men — and, dare I say, just as many about women! I saw a room of clients add new depth to their understanding of a primary target immediately, and go on to translate hard and soft learning into a new way of doing business by applying their “Darwin lens” to everything they did. Very rewarding for all involved.
DB: Without giving away your trade secrets, generally what type of information are you looking for people to share with you that you would find useful? And how do you begin to pull that from them?
L.E: It’s about keeping things really personal. The more you actively listen to people, the more they’ll let you into their lives. On a day-to-day basis, many do not feel listened to – by their kids, spouses, bosses even some friends. People talk over each other, dispute a point before acknowledging it and judge an idea before even considering it. A great moderator needs to be sincerely interested and curious — if she can really listen, and discover what’s important to a person she can find new opportunities for brands.
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