Researching Women - a Fresh Approach

It was summer of 2004 and my three best girlfriends and I were enjoying a leisurely Sunday lunch in what has become a monthly ritual. The discussion that day covered a wide range of topics, from my friend Kim's new theory on how all men can be placed into one of three categories to a detailed analysis of the pros and cons of the Atkins diet and Simone's recent experience buying a new car (a horror story to say the least). We solved political problems, swapped stock tips and voted on who was on 'team Anniston' and who was on 'team Jolie' and why.

The afternoon lingered and the wine flowed. As I basked in the moment and the perfect Sydney sunshine I had a blinding flash of the obvious - the conversation that had flowed so easily and openly for the past three hours was, from a research perspective, pure gold. I distinctly remember thinking 'if only some of my clients could eavesdrop on this conversation, they would find out more in one afternoon about women than they would from a hundred focus groups.'

Group research has been used by social researchers since the 1930's. Sometime during the mid 1950's, the term 'focus group' was coined and focus group interviewing took on the characteristics we know today . between six and eight respondents in a room with a two-way mirror and a facilitator who aims to gather consumer perceptions and opinions on product characteristics, shopping and advertising.

The fundamental problem with this method not changing is that consumers have. Today, they are smart, savvy and much more aware than consumers of 1950. In many respects today's focus group is a dark-age method for modern needs.

Women in particular can be difficult to research, especially when you want them to share secrets and thoughts about what they really think (and let's face it, what researcher doesn't?).

Because women use language to bond and build relationships, words are the currency she will use to demonstrate the level of connection and rapport she feels with someone (men generally use language to transmit facts and data).

The fact is, putting eight women in a sterile room with a two- way mirror is not conducive to getting an insightful, honest result. We're asking women to share their personal thoughts in a clinical environment - the two are not compatible.

Prominent social scientist Robert Merton raised concerns about the sterile and unnatural environment of focus groups in 1990. He believed that the "the focus group room inhibits the very purpose for the group."

The day after the lunch, I decided to explore the topic of women and research in more detail. Conducting a research study into women and research sounded like a peculiar thing to do but it proved to be worthwhile.

We asked women of various ages and life stages about their experiences with qualitative research. The response was overwhelmingly negative and in many cases, very harsh.

".you feel a bit like a lab rat in those rooms . and the mirror, what an insult to our intelligence!"

".there is no effort to make you feel comfortable or relaxed - it is quite a forced situation."

One woman told the story of a focus group situation where she and the other respondents were served stale biscuits and cordial and at the commencement of the group heard a champagne cork pop on the other side of the two-way mirror.

These insights and my 'aha!' moment from lunch led us to develop a new approach to qualitative research, SheDinners.

Rather than a focus group, respondents are invited to a catered dinner party where discussion is encouraged in a more natural, 'in-situ' environment. This contrast to traditional qualitative research results in a more candid, free-flowing discussion and more valuable insights.

We are now using the SheDinner solution for ongoing research programs in the form of monthly Client Advisory Boards, where a panel of customers is recruited for a period of six months. Every month, the group meets and over dinner, discusses a pre-determined agenda and chats about ideas and feedback on the brand and how to improve it. These groups build rapport and friendships that often outlast the groups themselves.

Whether used for a specific qualitative research brief or an ongoing Client Advisory Board, SheDinners are a highly effective, valuable way to get to the heart of what women really think and feel.

Recently we were conducting some research for a client wanting to learn about women's experiences with menopause, a topic that, for many women is sensitive and highly emotional. Just twenty minutes into the first SheDinner, the women were sharing their personal experiences and opening up about how menopause had changed them. The stories and insights were open, honest and intimate.

I thought back to the lunch and realised that researching women is quite simple - it's just about recreating modern day situations where it's a challenge to get women to stop talking.

Amanda Stevens is Managing Director of Splash Consulting Group Ltd, a marketing consultancy specializing in SheMarketing, The Science of Marketing to Women. Learn more at shemarketing.co.nz

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