Smile time again

Everybody seeks approval.

No matter how obviously good we may be at something, we still seek approval.

This post is in continuation of the 'smile' series of posts. Those of you who missed them can see the previous two posts on the subject here and here. A good insight always makes you smile.

Acknowledgements: I would like to thank Meraj for pointing out this insight when it unexpectedly sprang up during one of our many casual conversations.

Like a smile

Recently, while chilling at Mirrisa beach, it occurred to me that every beach on the world will have sand creations - from the ubiquitous sand-mountain to the intricate castles.

It made me think of certain truths that bind humanity together - like a smile - everybody knows a smile when they see one.

These are the kinds of truths that mainstream advertising agencies have a constant thirst for.

It's through these universal truths, insights if you please that we create ads that are universally relatable.

Of course with increasing individuality and corresponding advancements in technology, we have now shifted to the new-age many-to-one communication strategy as opposed to the traditional one-to-many strategy. Wherein we can focus on more customised truths.

Yet, this exercise is fun. Lets put together a list of universal truths. Do share the ones you may have bumped into.

Look around you! :)

Quantitative Vs Qualitative research

Whats the difference?

As the term suggests. Quanti-tative research is the research which bases its conclusions on the quantity of respondents.
On the other hand, quali-tative is about the quality of the findings from a small, representative group of people

Quantitative research is the kind if research we are traditionally, conventionally exposed to. It revolves around the number of people you can get to answer your question(s). Further to which, number-crunching comes to play. A knowledge of statistics is crucial in deriving results.
We frequently come-across reports based on quantitative research.
"64% of urban Indian women feel they are discriminated against in office"

(That is just an arbitrary piece of information I created. I don't know if there is in any truth in it.) Going by my instincts, I don't believe there to be any truth in it. We can't rule out the possibility of a small section feeling that way but I surely don't think that more than half of the urban, working woman in India would think that.

Quantitative research is like money. Its all about 'how much?'

Qualitative research is about being in touch with your instincts rather than your mathematical abilities

Qualitative research, like love is more about the quality

When do we use quantitative research?
When you want specific numbers.
Saying, "most urban, working women feel discriminated against" can never sound as satisfactory as "64% urban, working women feel discriminated against" Of course, the source of the information is of importance. You can depend on any top research agency with the requisite facilities to do quanti research.
Quanti findings is more for brand marketers to understand market drivers etc.
When do we use qualitative research?
When you want insights and a deeper understanding of the consumer. Perceptiveness and the ability to follow instincts is of primary importance in the people that constitute a quali research team.
e.g if someone frowns at a brand logo, the quali moderator should be able to tell whether they are frowning at the logo itself or at the bad after-sales-service he/she gets from the the brand it represents.
To change the logo may not be the right recommendation then would it?
Quali findings are for advertisers who need consumer insights and consumer understanding.

PS: The above scribbles are simply based on my experience in advertising. A professional researcher would give a better insight into various kinds of research and the applications of it.