Lb Qualitative Research Presentation at Insight Show 2009

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Combining qualitative methodologies for better insights

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Lb Qualitative Research Presentation at Insight Show 2009

  1. 1. Lb Mosaic methodologies How to combine traditional qualitative tools to detect relevant insights Presented at the Insight Show 2009 For an ethical and sensorial consumer consumption
  2. 2. Presented by Laure BOISIER Qualitative Research Director Lb Qualitative Research & Severine VARVIER Head of Market Research Laboratoire Vendôme – company
  3. 3. Case study Le Petit Marseillais with Lb Mosaic methodology Severine VARVIER ‘s testimonial Traditional qualitative research methods must be upgraded An holistic approach can help detect better insights Other types of Mosaic methodologies Danone Research - Johnson & Johnson Baby  
  4. 4. Case study Le Petit Marseillais with Lb Mosaic methodology
  5. 5. . End of 2008, Le Petit Marseillais wonders about entering a new market This market - which will stay confidential - is highly mature in France To be up to the challenge, the brand needed a strong knowledge of current consumers behavior on this market With us, they decided to get back to “upgraded” basics with our Lb Mosaic methodology History of the research with Le Petit Marseillais
  6. 6. What was the methodology about ? 12 In depth interviews 3 groups Diaries online over a week 1 2 3 In home observations Video making New insights Consumers Knowledge Putting the participant in a trustful environment Getting intimate into its real life Understanding deeply its choices and believes Starting to assess concept texts 1
  7. 7. What was the methodology about ? 12 In depth interviews 3 groups Diaries online over a week 1 2 3 In home observations Video making New insights Consumers Knowledge Allowing participant to express their feeling while showing us their habits Collecting non verbal Information 1
  8. 8. What was the methodology about ? 12 In depth interviews 3 groups Diaries online over a week 1 2 3 In home observations Video making New insights Consumers Knowledge Observing behaviors variations over a week (esp. the week end) No interviewer intrusion Allowing consumers to supply contents directly exploitable 2
  9. 9. What was the methodology about ? 12 In depth interviews 3 groups Diaries online over a week 1 2 3 In home observations Video making New insights Consumers Knowledge Favoring opinion sharing Favoring new ideas rising Working improvements on concept texts 3
  10. 10. Combining the tools Choosing one tool only Our methodology was indeed relevant Consumer has become a very complex person A holistic approach of consumers behavior is necessary This way you collect verbal & non verbal information, and confirm learnings from one step to another You could be missing some aspects of your consumer life (ex. Gestures) Consumer is not any more only at home, only on internet or only interacting with others  Very restrictive vision of the consumer
  11. 11. To get a very global vision on a market the brand hadn’t explored before This methodology allowed the brand to really go in depth in understanding some new consumer behaviors At every step of the research, the brand could adapt the contents and adjust if any thing was missing Furthermore the teams could develop some strong convictions regarding the consumers, and detect relevant insights Le Petit Marseillais Testimonial
  12. 12. Lb Mosaic methodology Upgrading Traditional qualitative research
  13. 13. We still believe in traditional qual <ul><li>They’ve demonstrate their relevance </li></ul><ul><li>Direct contact helps to understand people </li></ul><ul><li>better and easier </li></ul><ul><li>They are still up to date : - spontaneous reactions </li></ul><ul><li>non verbal communication </li></ul><ul><li>favors the development of trustful and warm relations </li></ul><ul><li>Internet is now a necessity </li></ul><ul><li>It is part of all consumer life </li></ul><ul><li>Consumers can be reach more easily & widely using the Internet </li></ul><ul><li>The possibility for consumers to tell us the hidden part of their life (no person to judge in front of them) </li></ul><ul><li>To get some writings contents </li></ul>We believe as well in online methods
  14. 14. Back to “Upgraded” basics : Mosaic Methodologies <ul><li>Combining tools in steps </li></ul><ul><li>“ A program” : can be built up step by step </li></ul><ul><li>It is not linear : teams can add some contents anytime </li></ul><ul><li>Better insights will emerge </li></ul><ul><li>Maturation of the insights through the research </li></ul><ul><li>Team will develop convictions </li></ul><ul><li>very flexible approach : can be readjust on the “flow” </li></ul><ul><li>an overall understanding </li></ul><ul><li>Mixing Traditional + Online </li></ul><ul><li>Allow to take advance of the assets of the two approaches </li></ul><ul><li>Give a holistic vision that allow empowering of new insights </li></ul>
  15. 15. The drawbacks of the Mosaic Methodologies Need some time (at least one month fieldwork) Could be less cost effective It should need more implication of the teams than an other method It cannot be completely contracted out Needs of very senior researchers for handling project - that should be capable to moderate in depth, groups, design on line diaries…
  16. 16. Lb Mosaic methodology Other examples
  17. 17. Johnson & Johnson Baby 2 Focus groups Interactions with a sketcher Diaries online over 2 weeks 1 2 2 Focus groups 3 Insights Favoring opinion and experiences sharing Favoring rising of new ideas Creating a friendly mood in preparation for the second group 2 weeks later 1
  18. 18. Johnson & Johnson Baby 2 Focus groups Interactions with a sketcher Diaries online over 2 weeks 1 2 2 Focus groups 3 Insights Observing behaviors variations and evolutions over 2 weeks Collecting more intimate Information Collecting information at a specific moment of their life (the baby bath) 2
  19. 19. Johnson & Johnson Baby 2 Focus groups Interactions with a sketcher Diaries online over 2 weeks 1 2 2 Focus groups 3 Insights Same consumers come to the 2 nd session Favoring experiences sharing Collecting more intimate confidences thanks to the friendly environment 3
  20. 20. Johnson & Johnson Baby 2 Focus groups Interactions with a sketcher Diaries online over 2 weeks 1 2 2 Focus groups 3 Insights Setting down immediately consumers feelings Showing them the resulting drawings to re-adjust  immediate creation of a pack in accordance to their expectations 3
  21. 21. Danone Research 14 in depth interviews 10 persons : large group 1 2 Insights First contact to understand consumers needs, and expectations Exploring deeply their choices, their career and believes 1
  22. 22. Danone Research 14 in depth interviews 10 persons : large group 1 2 Insights Favoring opinion sharing Favoring new ideas rising Working improvements of career development offers 2
  23. 23. Thanks for your attention ! We warmly thank Le Petit Marseillais Part of the Johnson & Johnson group For an ethical and sensorial consumer consumption

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