Abstract:

Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers while ascertaining which benefits would be most impactful in the market when proven. The study used 'Fusion Research' through the line market research which combines various methodologies (interactive brainstorms, quantitative diaries, multimedia ethnography, a research community), but ultimately centres around the same solution or marketing problem.