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FV Revelation Unterstützung

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Translating Business Goals into a Revelation Project

Regardless of if you're research is offline or online, one things holds true; Your data is only as good as your research design. Often we as researchers are presented with vague business goals that we must translate into a research program and ultimately compelling findings. This guide will walk you through how to do just that. 

Business Objective

Every project begins with a business objective that outlines the issue you are trying to address/solve with your Revelation project. 

Example // Acme Shampoo
Acme shampoo wants to expand it’s reach into the teen market so they can capture more market share. At the end of the project they want a better understanding of what teens are currently doing and what opportunities are unrealized.

Research Questions

The next stage is to develop the key research questions that need to be answered to meet the research objective. What are the key questions you need answers to? What data do you need to address your research objective?

Example // Acme Shampoo

  • What haircare products are teens currently using and why?
  • What trends do teens resonate with when it comes to haircare? 
  • What are the delight and pain points with their current products?
  • How do they want their shampoo to make them feel?

Activity Selection

Research questions determined, it’s time to create activities that provide the information to answer them. This is a critical step and is where you most clearly make a departure between offline and online research. Offline research is largely researcher led, meaning you create a guide of some sort that contains all the questions you need answered. If you try to translate this directly to your Revelation project you will end up with a survey. Instead, consider what we call activity based research. 

With Activity based research you design activities participants complete with the purpose of getting the data you need to answer your research questions. To understand where people are doing things you may use the Revelation mobile app to do a diary. For times when you want to know what people are using/doing and why you can use tours and inventories. Lastly, for understanding the emotional side of things you can do creative project exercises like photo metaphors and letter writing. You can find example activities under "Setup" in the "Activity Library." We've also included a quick cheat sheet at the end of this guide. 

The final thing to consider when selecting activities is the type of media you want for your deliverable at the end. If you want photos make sure to have activities where you get some! If you want to put together a clip reel then make sure to have an activity where you capture some video etc.

Example // Acme Shampoo

  • What haircare products are teens currently using and why?
  • Activity: Inventory
  • What trends do teens resonate with when it comes to haircare? 
  • Activity: Trend safari, Retail Adventure 
  • What are the delight and pain points with their current products?
  • Activity: Hair Care Diary
  • How do they want their shampoo to make them feel?
  • Activity: Shampoo Therapy

Project Flow

Activities selected, it’s now time to figure out the order. The rule of thumb is to always start with activities that explore more general topics and behaviors and then narrow down. The reason being that you want to influence the participants as little as possible and/or you need to build awareness for the participant around being more mindful of an activity or product they use on a regular basis. 

For example if you’re interested in toothpaste but also general oral hygiene behaviors you will start with general oral hygiene before focusing in on toothpaste specifically. If you do it the other way participants will know you are interested in toothpaste and frame their responses accordingly. Similarly if you want to do an activity to get at the emotions behind toothpaste you need to have participants first do activities where they begin paying more attention to the behavior.

Analysis

Data from the activities in hand, it’s time to revisit the key questions and business objectives to focus analysis. The best approach is to start cutting the data in different ways to discover any themes. Use the "show me" filters in the "Explore" area to view the data by activity, individual participant, segments etc. This allows you to see what similarities and differences there are among different data sets. As you go you can also create tags which you can sort by later. This is particularly helpful with the themes you are interested in understanding form the get go. For example, if you want to understand the pros and cons of a certain product you can create a "pro" and "con" tag to attribute to entries as you read them.

revelation activity building template.doc

revelation activity cheatsheet.pdf

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