Episode 24

Discovering What You Don't Know with Data


December 26th, 2019

17 mins 35 secs

Your Hosts

About this Episode

    <p>In this podcast, Chris breaks down the logistics of data collection. Clear, robust, meaningful data is achievable by remembering a few key things.&nbsp;</p><ul><li>One initial question must be asked: “What kind of data do you want to collect”? Discovery or validation data?&nbsp;</li><li>Secondary data (collected from public sources) can be very helpful.</li></ul><p><strong>Qualitative data will often come from one of two sources:</strong></p><p>1. IDIs (In-Depth Interviews)&nbsp;</p><ul><li>One individual at a time</li><li>Personal experience data is gathered</li><li>Works well when insight will come from individuals personal experience and/ or perspective</li></ul><p>2.  Focus Groups</p><ul><li>Small groups (6-8 participants)</li><li>Each is considered an expert in the topic</li><li>Discussion-based, so small group dynamics come into play</li><li>Insights derived from the creative problem solving of the group</li></ul><p><strong>Best practices for qualitative data collection</strong></p><p>1. Have a clear definition of target participant.</p><p>2. Have a good mix of participants around the target.</p><p>3. Develop an interviewers’ guide to stay on topic</p><p>4.  Record and transcribe interviews/ groups</p><p><strong>Links of Interest</strong></p><ul><li><a href="http://portma.com/secondary-research-and-experiential-marketing-analytics" target="_blank">More about Secondary Data gathering</a></li><li><a href="http://portma.com/focus-group-next-event" target="_blank">Focus Group</a></li></ul><p><br></p>