Communicating new product benefits in a consumer intuitive way is a big challenge for most CPG categories. The insight generation process mostly involves complicated methodologies that make it very hard to keep consumer engagement high. However, generating insights is just a part of the challenge. The journey from insight generation to implementation sometimes represents an even bigger challenge. You have to engage internal/external stakeholders and bring insights to the table early enough in the process. This paper presents how online qualitative research design can concretely fuel creative process while keeping the engagement high on both ends of the table: consumers/ participants to internal audiences.
This paper is divided into two parts; the first part (after defining the variables) explores the impact of introversion and extroversion on perceptions of self and life for the mentioned personalities; how they differ in their ways of looking at their surroundings, what impact comfort or discomfort of expression can cause to brands, how significant the understanding of introverts is in qualitative research, how this understanding can be beneficial for marketers in connecting with larger audience and crating powerful brands. The second section discusses the requisites including research design, findings, approach techniques and the implications for future research. A simpler pathway to understand this relatively silent but very powerful consumer segment.
This paper is a call to action to think about bias in a different way - by going back to basics. It is an outline about how to develop greater empathy from the beginning of a project to the end. Far from a touchy-feely or soft luxury, empathy is a critical tool that must be carefully cultivated in order to provide the understanding and explanation of data that yields truly meaningful and effective consumer insight and thereby helps overcome bias and stereotyping.
The presentation will demonstrate from a client perspective how the shift from product to user-centricity brought about a powerful impact both on a strategic as well as human resources level. BFS, well- established company offering processed vegetables, seeks to increase vegetable consumption in the professional kitchen. To do so, they must enter a professional kitchen, learn form chefs about their culture and immerse themselves into the professional gastronomical world before they can come out the other end with ideas of how radically reconfigure their approach to selling vegetables.
My court: a tangible transformation from B&M to a dynamic and living space.
In the case of the present study, introducing an intercultural way of working unveiled pre-existing dynamics that reproduced the dichotomy of us versus them, notably within gender roles. For this reason, and recognising our own feminine perspective on this business case, we chose to bring gender as one of the characteristics that, within the work that was performed at Vitamix, explain the changes that an intercultural approach brought ti the glocalizing process of the company.
This is a story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how an innovative mobile qualitative approach is helping Diageo's African research and innovation teams make better business decisions routed in local culture.
This paper has lofty aims- no less than to challenge our attitudes to failure and reframe our experience of it. The following pages share the positive role failure within a single career. A number of anecdotes will be shared, which demonstrate that failure not be seen as something to 'get through' and survive- it can brings rewards that shallow success never can!
This use case position "deep design" as being different from qualitative research, in the way it manifests design related output while also presenting a contrast with human-centred design in the way it uncovers eco-systems habitats, cultural norms, category discourse and religious values beyond 'user understanding'. We hope to show Deep Design not only informs the act of designing but also takes a step back to view design as a way of communicating a set of meanings and values that lie implicitly in our cultures. Only when design creation is approached with such depth will it truly be resonant and truly revolutionary.
This paper argues that virtual reality technology (henceforth VR), far from being a mere flash-in-the-pan, represents a new story telling logic that has deep implications for the way in which qualitative research is conducted. In short, VR presents us with the ability to generate more profoundly immersive experiences dir our clients than ever before, although at a cost of surrendering the control and voice of authority to which we have been accustomed.