QRCA Views

Q U A L I TAT I V E R E S E A R C H C O N S U LTA N T S A S S O C I AT I O N 29 "It will save an enormous amount of time if you organize, label, download, and disseminate all media before the next day's shopalongs. Note the name of your respondents and stores visited, label, and download photos and recordings to your computer, and email audio recordings to transcription." BEFORE SHOPPING: Get permission if at all possible. There are two basic kinds of shop- along situations: those in which the store management gives permission to proceed with research, and those in which we enter at our own risk and try to conduct the research without raising suspicion of store personnel. Obviously, it's best if the research is known and aboveboard. Because your client is more likely to have leverage through their sales account team, ask them to secure permission. Assure your client and store managers that the research will not impede other shop- pers, and that images of store personnel will not be recorded. Secure a letter that you can carry with you in case questions arise; also obtain approval from whoever manages the local stores you will be visit- ing. Allow several weeks in the schedule for this approval process. If entering stores without prior approval, be prepared to abort your interview at any moment and gracefully leave the store. Include photos of respondents on grid Finding your shopalong respon- dent in a crowded store or pre-meeting place can be a time-consuming challenge, but there are some easy steps that can mitigate problems. Ask the recruiter to include a cell phone number and a photo of your shopalong respondent right on the grid so you can scan people as they walk by. Make it easier for the respon- dents also by having the recruiter give them your cell phone number. I some- times wear a QRCA nametag, too. The less time wasted in finding each other, the more time for your interview. Design considerations: pre-shop, during shop, post-shop My favorite shopalong design includes three components. The pre-shop ideally takes place in a nearby coffee shop or similar setting, which you must identify ahead of time and confirm its proximity to the store you will be visiting. Buy something and let the counter staff know you will be in and out all day doing research and that you are not stalking the place. When you spot your respondent, sit down and have a beverage, make your basic intros. Let the shopper know the purpose of the research and whether store personnel are aware of this activity. Pay the incentive, have the respondent sign your NDA/permission to record docu- ment, then review homework, if that is part of your design. Asking for some type of homework (e.g. bring a picture of pets or kids) makes it easier to identify your respondent quickly. Before you end this phase of the interview, take a snapshot of your respondent to put into your report. Ensure your recorder is working correctly and your batteries are fully charged. The next phase of the interview is the shopalong. Ideally, the store is just a short walk from your meeting place. The bulk of your time together inside the store will be spent walking, talking, observing, and listening. The post-shop time is a great opportu- nity to connect with your respondent in a different way, to reflect on what she/he observed or learned, perhaps even to pro- vide a creative exercise, and offer any final comments. Do this in a quiet corner of the store that you visited or return to the pre- shop locale. Before the next interview, check the quality of your recording, and switch to a back-up device, if needed. Dress rehearsal, including clothing and shoes If you are conducting shop- alongs all day long, plan ahead on what to wear and carry. You might be walking miles, so comfortable shoes are a must. Plan your clothing, too, as attire impacts your comfort and recording effectiveness. I use a small digital audio recorder that slips into the pocket of a shirt or jean jack- et. I actually do a quick dress rehearsal (walking and talking) to test out the sound quality and make sure there is no distract- ing noise from rustling fabric. DURING SHOPALONG: Meeting place As noted in Tip 3, finding a good meeting place takes planning. Your recruiter should have enough local knowl- edge to suggest the right spot. But don't just rely on that; double-check. In this last study, I was directed to a little bakery café across the street from the store. It was per- fect …until 3 p.m. when they closed. Good thing I had my afternoon and evening meeting places identified. Build rapport with shoppers, clients, and, if possible, store managers As in any kind of research, the first few minutes are essential for building rapport and trust. Make your shopper an ally by sharing selected details about the objectives of the study. If a client is joining you, con- firm that he/she understands the "ground rules" as well as your expectations regard- ing assistance and involvement in the interview. If you have the store manager's permission to be on site, introduce yourself before the first interview and perhaps share a few observations at the end of the day. 1 2 3 4 5 6

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