Beyond lifestyles, trends and drinks (Spanish)

Date of publication: May 14, 2018

Abstract:

The market research industry has been developing many ways to understand consumers, to obtain data, to do research. Even though there exist incredible tools to develop what was mention, we know in many instances the information we obtain can be biased and the insights may not be as real. Consumers of alcoholic drinks are challenging to understand. The consumption occasions and the ways and consumption are becoming everyday more private and close, challenging our industry and the way of doing research. So, thinking about how to enter our consumers lives, without being intrusive, we created an online community (OC) where consumers come to us. This OC wants to generate useful information not only thru a set activities but also thru collaborative information. Panelists will have the opportunity to share and recommend places, drinks, tastes and more. With our project, we are sure a big amount of genuine and high-quality information will be obtained. For Pernod Ricard, having an active and living OC will give us the means to validate business questions more efficiently, to understand life styles, opinions, tastes and even growing trends. For listeners, this idea will not only reveal the goodness of today's tools but also invites them to use new ways of approaching consumers acting outside the traditional settings. The main challenges of this project are: - Find people who are suitable and interest in the topics the OC will develop. - Achieve a high trust level and engagement with the panelist for them to feel comfortable sharing their experiences. - Design fun, dynamic and simple activities to keep the panelist's motivation and active participation. - Analyze the obtained information and different type of data (videos, photos, comments, polls, etc.). This is a qualitative and ethnography research that wants to observe real time behaviors of our consumers. To develop this research is necessary to follow six steps: 1. Planning; design recruitment process, activities and gamification. According to the specific objectives design fun and simple activities and distribute them in time. 2. Set activities and rewards in the platform; upload and set the activities, reward points, notifications and layout of the online community. 3. Recruitment; thru referred people, candidates will be contact and invited to fill an initial survey to profile the consumption habits and general life style. After selecting the candidates, they will receive the rules of the 'game' (online community). They will also be introduced to the platform, contact numbers and a gift list. 4. Execution; activate the users and the content according to schedule. 5. Control; review panelist and contact those whose participation is low. Identify the most engaging activities and make changes if needed. 6. Analysis; download all the information, analyze it and obtain insights.

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