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Three little words: A pragmatic qualitative method to understand modern markets

Ruffin, Relja Orcid Logo, Philippa, Ward Orcid Logo, Anita Zhao Orcid Logo

International Journal of Market Research, Volume: 66, Issue: 4, Pages: 388 - 409

Swansea University Author: Anita Zhao Orcid Logo

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DOI (Published version): 10.1177/14707853231219927

Abstract

This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with ‘elaborate’ qualitative techniques...

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Published in: International Journal of Market Research
ISSN: 1470-7853 2515-2173
Published: SAGE Journals 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa65226
first_indexed 2023-12-06T11:43:02Z
last_indexed 2024-11-25T14:15:38Z
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spelling 2024-10-03T14:42:04.5439427 v2 65226 2023-12-06 Three little words: A pragmatic qualitative method to understand modern markets ea60dfdee64a02b6d5536c75f2575a00 0000-0003-2957-8300 Anita Zhao Anita Zhao true false 2023-12-06 CBAE This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with ‘elaborate’ qualitative techniques is unlikely, requiring researchers to marshal efficient technology-facilitated methods that render comparable insight. We assess the capacity of a ‘simple’ projective technique – online word association, accompanied by a few supporting questions – to offer as fine-grained insight into this consumer group against a more involved story stem completion method. The UK buy-now-pay-later (BNPL) context provides a complex novel market for this examination. Results suggest strong conceptual interconnection between the word association and the story stem completion task. Word associations generated similar resonance and tonality to that of the story stem but in a more compact manner, which liberates researchers and participants alike. The word association task focuses and delineates attention on a narrower set of words, not often done in the context of more traditional qualitative techniques, including story stem completion. Young consumers’ vocabularies reveal their most salient perceptions of the phenomenon. The word association task also facilitates Generation Z and Millennials’ active and positive online engagement, removing resistance and withdrawal from the research. This improves marketing response through immediacy, relevancy, and potency. Journal Article International Journal of Market Research 66 4 388 409 SAGE Journals 1470-7853 2515-2173 Evaluation of research methods, qualitative research, projective techniques, word association, storystem completion, buy-now-pay-later, Generation Z, Millennials 1 7 2024 2024-07-01 10.1177/14707853231219927 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee University of Gloucestershire N/A 2024-10-03T14:42:04.5439427 2023-12-06T11:12:12.8563938 Faculty of Humanities and Social Sciences School of Management - Marketing Ruffin, Relja 0000-0001-9569-6247 1 Philippa, Ward 0000-0002-4971-8908 2 Anita Zhao 0000-0003-2957-8300 3 65226__29222__bab4b93f0f5041c39aee3fee4ab7caa0.pdf Relja et al forthcoming_Three little words_Author's Manuscript.pdf 2023-12-06T11:42:41.9055357 Output 581157 application/pdf Accepted Manuscript true Author accepted manuscript document released under the terms of a Creative Commons CC-BY licence using the Swansea University Research Publications Policy (rights retention). true eng https://creativecommons.org/licenses/by/2.0/deed.en
title Three little words: A pragmatic qualitative method to understand modern markets
spellingShingle Three little words: A pragmatic qualitative method to understand modern markets
Anita Zhao
title_short Three little words: A pragmatic qualitative method to understand modern markets
title_full Three little words: A pragmatic qualitative method to understand modern markets
title_fullStr Three little words: A pragmatic qualitative method to understand modern markets
title_full_unstemmed Three little words: A pragmatic qualitative method to understand modern markets
title_sort Three little words: A pragmatic qualitative method to understand modern markets
author_id_str_mv ea60dfdee64a02b6d5536c75f2575a00
author_id_fullname_str_mv ea60dfdee64a02b6d5536c75f2575a00_***_Anita Zhao
author Anita Zhao
author2 Ruffin, Relja
Philippa, Ward
Anita Zhao
format Journal article
container_title International Journal of Market Research
container_volume 66
container_issue 4
container_start_page 388
publishDate 2024
institution Swansea University
issn 1470-7853
2515-2173
doi_str_mv 10.1177/14707853231219927
publisher SAGE Journals
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Marketing{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Marketing
document_store_str 1
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description This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with ‘elaborate’ qualitative techniques is unlikely, requiring researchers to marshal efficient technology-facilitated methods that render comparable insight. We assess the capacity of a ‘simple’ projective technique – online word association, accompanied by a few supporting questions – to offer as fine-grained insight into this consumer group against a more involved story stem completion method. The UK buy-now-pay-later (BNPL) context provides a complex novel market for this examination. Results suggest strong conceptual interconnection between the word association and the story stem completion task. Word associations generated similar resonance and tonality to that of the story stem but in a more compact manner, which liberates researchers and participants alike. The word association task focuses and delineates attention on a narrower set of words, not often done in the context of more traditional qualitative techniques, including story stem completion. Young consumers’ vocabularies reveal their most salient perceptions of the phenomenon. The word association task also facilitates Generation Z and Millennials’ active and positive online engagement, removing resistance and withdrawal from the research. This improves marketing response through immediacy, relevancy, and potency.
published_date 2024-07-01T08:26:52Z
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score 11.04748

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