This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca- Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave naturally in traditional research environments - it is necessary to meet them in their natural habitat, when we need the youth to be Creative, connected, engaged, available 24 / 7. youth are known to become bored easily, have short attention spans, and easily dismiss the un-cool (research!). So we decided to meet them in their playing field - Facebook. By developing an ongoing relationship with the consumer, we were able to achieve low attrition rates. Brand teams can access the community in real time - and are using it for multiple tactical and strategic research.
Collaborating with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and more creative ways is advocated in this presentation. Our industry is changing rapidly and with economic pressures, the growth of digital media and an information explosion, clients are demanding that we deliver more, deliver better and deliver quicker. The presentation demonstrates how developing new relationships, identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and make sure that what we deliver to our clients is impactful, meaningful and compelling.
An evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream is demonstrated in this presentation. a meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process. In doing so, this presentation will show how self-aware documentation can be as powerful a research approach as in-situ observation. How this methodology is currently being incorporated into Nokias Concept development research process in Consumer intelligence is illustrated, having demonstrated agile, efficient data capture and analysis for user experience development.
This paper highlights how this change in the research environment has created a greater need than ever to consider relevant context throughout the research process- from project planning right trough to analysis and reporting. It argues that common 'traditional' market research practice evolved as much to bring convenience as it has to bring ever better answers to client briefs. The benefit of this approach are well illustrated by the case study that forms the basis of this paper where new fibre optic technology from BT was allows to positioning itself in the lives of UK internet users.
In December 2010 Symrise was looking for new ideas and business opportunities for its Mint business line. Symrise decided to launch research on Mint with three key objectives: explore consumer motivations and insights regarding Mint; understand consumer expectations in terms of taste and sensorial experience; and detect new business opportunities for Mint product development. Research showed that consumers were very happy with the Mint experience at stake, yet Mint is a treasure chest where other kinds of combinations can be made, especially with other flavors or other's experiences. The research showed strong differences between countries: Mint is strongly linked to cultural habits, and has a strong potential for offering new kinds of sensorial experiences.
Qualitative online methods are metaphorically in their teens. There is potential and experimenting mixed with shortcomings and confusion. to leverage its potential, online research sometimes needs a wise adult, i.e. offline methods. With reference to three case studies, the potential shortcomings of online research will be identified with a demonstration of ways circumvent these shortcomings by combining online with offline methods. the shortcomings and example case studies are: 1) Hard to funnel the mass of data in a tangible way. Case: study for Danone Fruchtzwerge; 2) lack of depth in results. Case: institute study on the world of kids; and 3) lack of speed. Case: study with MRC for SCa tempo. In conclusion, online research is a promising teen who may be the master one day... till then online-offline-combinations will help us to excel.
As the world changes, humans evolve to new consumption and communication modes. Formats like t20 cricket, tequila shots, speed dating, mobisodes, express delivery, BBM and twitter symbolize this evolution. in this new world, clients need quick, concise and digestible information for decision-making. time- poor respondents, overloaded with information, have limited capacity for introspection and sharing. However, qualitative research continues to be a long conversation with an impatient respondent and a verbose report for an eager client. Loading Qualitative 2.0 (beta) is an approach that is cognizant of these changes, to help research be in-tune with real world dynamics.
Even the most innovative qual methodologies tend to follow a similar path brief, fieldwork debrief, with the main consumer interaction being the groups, or ethnography or online community ... this project was different. the qual was only one part of the story the rest involved CNBC viewers, a tv studio, make-up, cameras, news anchors and a day of direct interaction between a business and its consumers.
How mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour is illuminated by allowing stories to unfold rather than pre-framing the context. in a recent project with Kellogg's, BrainJuicer successfully used these approaches to create engaging insights for the Special K brand. Kellogg's knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment. By using mobile and digital platforms, BrainJuicer helped Kellogg's gain a deeper understanding of the role Special K could play in the target group's lives and discern insights that would inform the 2013 brand planning process.
Compared to our cousins in the advertising and consultancy worlds, qualitative researchers have sometimes struggled to establish truly strategic partnerships with their clients (and for some good reasons!) the purpose of this paper is to show how such a relationship is possible, by examining how Sony Music's relationship with Promise has developed over the last two years. The presentation will do so first by identifying the key barriers to developing a strategic relationship from both a client and agency perspective before then demonstrating how these barriers can be overcome through a combination of fluid and co-creative research processes, sustained efforts to increase credibility and a revised costing model which charges for time rather than process.
Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. also, multinationals often find it challenging to obtain local buy in for strategic marketing decisions made on a global level. this presentation showcases how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia Marketers, improving the stimulus material 'on the go'. In addition, it demonstrates how this research further allowed a cross-functional team of global and local managers, a creative agency and market researchers to work together on the launch of a successful communication campaign.