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Guy White - The Catalyx (CH)

While we recognize the benefits and deeper insights that can be obtained with research that incorporates System-1 learning, behavioural-based learning and consumer co-creation and ideation, we often don’t incorporate all aspects all the time. If on any given project, we’re not capturing the full picture of what people think, what they feel, what they do, and what they want, then we have a blindspot in our insights and the business actions we take based on them.In this session, we’ll use real examples to illustrate the blind spots that can happen when we don’t have the full picture of the consumer, and how that changes the business decisions. With specific cases, we’ll illustrate how the insights and recommendations change as you remove each aspect – and demonstrate how the strongest insights and recommendations happen when we have the total view.We’ll show you how we can quickly and cost effectively ensure we capture the total view of the consumer in every engagement or iteratively across several smaller engagements. We’ll also include a sneak peek at our new Consumer Activation System™, which is expressly designed to quickly and easily activate consumers to capture what they think, feel, do and want in order to answer a wide range of research objectives.

King Costa (Global Centre for Academic Research, South Africa)

Business leaders with an aptitude for using data intelligibly will be able to perform better post COVID-19 outbreak era (McAfee & Brynjolfsson, 2012). Businesses can no longer ignore the role data plays in making crucial decisions about the next major step to be taken, particularly during the time of disaster or facing potential threats resulting from COVID-19 or similar occurrences. Data-informed decision-making will be beneficial to leaders who need to be at the vanguard of knowledge generation within the realm of ideation. COSTA Technique on the webQDA software provides organizations with cutting-edge technology using mix-media applications and web-based strategies to keep up with current trends, insights and multi-perspectival stakeholder analysis in real-time with high levels of efficiency and integrity. This talk will present ideas adapted to the capabilities framework developed by Jia, Hall and Song (2015), addressing five key dimensions in decision-making, such as data governance, data analytics, insights exploitation, performance management and data integration. Using the COSTA Model technique with webQDA, we will present how large volumes of textual data, also known and referred to as “big qualitative data” may be transformed into structured, coherent, meaningful and timely decision-making enablers.

Rodrigo Tavares - ERT Têxtil Portugal (PT) and Rita Silva - ERT Têxtil Portugal (PT)

The Company’s Exiting Interview is part of our process of Exit Evaluation, applied when someone leaves the company, developed by Human Resources (HR) department. This is an important moment to have real feedback about the company and allows the HR department to further understand the reasons behind such actions and act conformingly. This interview, the qualitative part of the process, appears to have more impact when speaking with the employees. Not only can they expose and explain more thoroughly their own reasons, as we, as Psychologists, can also study and capture, for example, their non-verbal communication or the use of specific words as indicators of the severity of the situations they are revealing. When a process is concluded, we gather the data, analyze it via Microsoft Excel and, resorting to a list of categories that allows to standardize the data, proceed to a more exhaustive examination. This procedure allows us to draw a pattern and act conformingly through actions such as additional training, improvement of supervisors’ awareness or upgrading working conditions. We will expose how we conduct this interview and how we analyze the data collected. We aim to transmit to those who own or manage any kind of business that, without a proper employee workforce that is correctly operating and satisfied with their function, the significance of working conditions or organizational profit can be insufficient. Subsequently, and contemplating people as the center of any company, we equally expect to receive some feedback of those who already do a similar process, enabling us to comprehend how this process can be improved and how others who use a parallel tactic have already improved their organization.

Ana Veloso (University of Minho, Portugal)

Organizations produce huge quantity of data which, when transformed into knowledge, can help to achieve higher levels of performance. This means, in the lens of HRM, to receive feedback from employees as for example about satisfaction and productivity. Data that later are transformed into knowledge, is an important and strategic resource that demands competent analysis and can generate consequently effective interventions. The objective of this Talk is to present two organizational cases that used data to improve their performance: one focused on employee satisfaction and organizational climate and the other is related to evaluate the quality of a HRM practice, the recruitment process, through the assessment of employee perceptions about the employer, developed during recruitment interviews. In the former case is explored how the organization used data collected during the annual climate survey of the organization and how HRM subsequently designed interventions based on the employee feedback and proposals. The later, describe how the HRM department collected data to evaluate the quality of recruitment interviews and its impact on employee expectation about the employer_ psychological contract_ and its particular job role. It will be presented the process designed by the organizations to collect and analyze data which in these two cases are qualitative. Specifically, it will be presented a brief overview of the Template analysis developed by Nigel King that was applied in the analysis of qualitative data. The cases occurred in organizations that are industrial with more than 500 employees and an autonomous HR Department. However, it can be applied to different organizations namely SME.

Fiona Wiltshier (Timberlake Consultants, United Kingdom)

There is often so much data that would be valuable to go through, but so many words and so little time. This presentation looks at how you can use NVivo to quickly go through data captured in surveys, documents, pdfs and other text sources, to both get an overall sense of what is there and, where needed, dive down into the data to see what is being said in detail. We will also look at ways you can both explore and visualise the data to help report back on findings.

Robert V. Kozinets (University of Southern California ,USA) and Rossella Gambetti (Università Cattolica del Sacro Cuore, Italy)

Social media research is still in an emergent stage of development. Big data approaches are common and traditional qualitative research rarely involves the interpersonal online interactions that are vital to contemporary social life. With deep background on method, and examples from a recent research project, we explain how netnography is being deployed to help brands and organizations understand and adapt to the age of COVID, influencers, and ubiquitous social media.