A look back at TMRE 2009: Learning What’s Good at Goodyear

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Learning What’s Good at Goodyear

Kim White presented on how Goodyear used a variety of qualitative research techniques:

immersions, peer focus groups, and learning connects to fully understand their consumer’s retail experience.
The techniques, developed by MarketVision Research, were creative and insightful…and combined, they allowed the consumer voice to be loud and clear to their c-level management as well as their dealers.
One of the many creative qualitative exercises utilized Grove templates. I have also found these templates helpful in a number of different research projects. (You can go online and download the smaller deck of cards … or you can order larger, wall-size templates for group facilitation exercises.)
The specific template used in Goodyear’s research was an Idea Wheel that helped convey consumer’s wishes and ideas around the buying experience.
Another very cool exercise included a “Retailer Personality creation” where participants had to “create” the personality of retailers with available supplies. This was an interesting way to gain insight on how retailers are perceived.
Taking this to CEO gave their upper management an understanding of how consumers view them as a retailer and thus, drove change throughout the organization.