Marketing and Consultancy

 

Information Gathering

Enquire Within^® has several unique features as an information-gathering process:

• it is completely free from any bias which could be imposed by the interviewer or the process. When you use it to interview someone, you know that you are getting their uncontaminated, unprompted perceptions;
• its rigorous statistical analysis allows you to map the user’s perceptions, and changes in perceptions, with the utmost precision;
• using nothing but the information the user gives it, and imposing no preconceived framework about the responses, Enquire Within begins by charting the user’s current understanding, and then challenges the user to delve broader and deeper until nothing remains to be said. With Enquire Within’s help, you can transform anecdote into expertise.

The architecture of Enquire Within also enables you to:

• identify gaps in the user’s knowledge;
• identify, confront, and - where possible - resolve prejudices and stereotypes in the user’s judgements;
• challenge the user’s blind spots, and reduce the size and significance of the ‘things you don’t know you don’t know’.

Applications

Enquire Within can be used as market research software to explore brand awareness and brand differentiation, specify features for a new product, and explore customer’s experience with service.

Major applications of repertory grid and Enquire Within as business software and human resources software in marketing and management consultancy are to:

• support management decision-making;
• capture a representation of an organization's culture;
• used in market research;
• gain insight into how the organisation manages change and crises;
• understand the perceptions of an expert;
• help design person-specifications;
• act as a selection interview;
• support developing management competences and facilitating an organisational change programme; and
• support a study programme.

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Ten Related Resources

• An Alternative Approach to Predefined Questionnaires. Accounting for Diversity in Subjective Judgments

  Karapanos E., Martens J.-B., Hassenzahl M. Accounting for Diversity in Subjective Judgments, In Proceedings of the 27th international Conference on Human Factors in Computing Systems (Boston, MA, USA, April 04 - 09, 2009). CHI `09. ACM, New York, NY, 639-648.

  In this paper we argue against averaging as a common practice in the analysis of subjective attribute judgments, both across and within subjects. Previous work has raised awareness of the diversity between individuals' perceptions. In this paper it will furthermore become apparent that such diversity can also exist within a single individual, in the sense that different attribute judgments from a subject may reveal different, complementary, views. A Multi-Dimensional Scaling approach that accounts for the diverse views on a set of stimuli is proposed and its added value is illustrated using published data. We will illustrate that the averaging analysis provides insight to only 1/6th of the total number of attributes in the example dataset. The proposed approach accounts for more than double the information obtained from the average model, and provides richer and semantically diverse views on the set of stimuli.

• Team performance: using repertory grid technique to gain a view from the inside - Barbara Senior - Team Performance Management, 1997. Uses Kelly's personal construct theory and the technique of repertory grid analysis to identify constructs of team performance. These constructs are unique to each team and are derived directly from the team members themselves. Once team members have generated their personal constructs of team performance, they give a rating for their team in comparison with their views of teams they know of as "good teams", "bad teams," and those in between, as well as (for contrast) their experience of well-acted and badly-acted plays. This method of measuring team performance has advantages over the traditional, all-purpose questionnaire or checklist in tailoring the concept of team performance uniquely to the team of interest. In addition, the way the results are displayed gives team members a "picture" of their team's performance. This has proved very useful for feedback of results to the team members and in encouraging discussion on how team performance could be improved.
• Perceived changes in holiday destinations - Philip L. Pearce, Department of Behavioral Sciences James Cook University of North Queensland Townsville, Australia. Small samples of tourists visiting Greece and Morocco were studied intensively to see whether tourists' post-travel images of these countries were different from pre-travel images. An adapted form of Kelly's repertory grid was used to assess the images. It was established that both travelers to Morocco and to Greece changed their images of the visited locations when compared to a control group of non-travelers.
• Personal construct psychology and personal selling performance. Author(s): Richard E. Plank, Joel N. Greene. Journal: European Journal of Marketing. Year: 1996 Volume: 30 Issue: 7 Page: 25 - 48. Proposes an alternative approach to understanding personal selling performance based on personal construct psychology. Explains how personal construct psychology theory, provides a conceptual framework for understanding and predicting sales performance. Demonstrates how PCT can be integrated with existing theoretical models of sales performance by suggesting a series of research propositions which can be tested using a number of different research methodologies. Considers research and practical implications.
• The dimensions of management team performance: a repertory grid study. Author(s): Barbara Senior, Stephen Swailes. Journal: International Journal of Productivity and Performance Management. Year: 2004. Volume: 53, Issue: 4. Teamwork is a key feature of work in organisations and a central question in the extensive literature on teams concerns the ways that team performance can be measured. This paper summarises the concept of team performance and, focussing on management teams, reports the results of an extensive study into team members’ constructions of performance.
• See how a simple market research example might be started with Enquire Within.
• An example of a simple market research interview.
• Developing the profile of a digital camera revealing consumer perception, brand awareness, how a product is perceived in comparison to its rivals
• The Repertory Grid: Eliciting User Experience Comparisons in the Customer’s Voice By Michael Hawley - Published: December 3, 2007 - an excellent article in the field of user research.
• The Use of Repertory Grid Analysis and Importance-Performance Analysis to Identify Determinant Attributes of Universities - Steven Pike PhD, Lecturer, School of Advertising, Marketing & Public Relations, Queensland University of Technology, Brisbane, QLD, 4001, Australia. Journal of Marketing for HIGHER EDUCATION Volume: 14 Issue: 2 ISSN: 0884-1241 Pub Date: 2/10/2005

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