Mathilde Beljaarts Metrix Lab
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Mathilde Beljaarts Metrix Lab

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  • 1. Internet will revolutionize Market Research. Nobody anticipated this better than MetrixLab.
  • 2. MetrixLab – Our Mission Superior Online Methodologies Tools & Techniques leveraging Internet for Delivering Better Data Quality and Deeper Insights Online Survey Technology Speed & Online Panels 1st Wave 2nd Wave 3rd Wave “ Offline” Research Online Research 1.0 Research 2.0 Interactive Game-like online research Higher Data Quality Implicit & Unconscious
  • 3. Inspiration & validation throughout the NPD process Validation Exploration Consumer Needs & Insight Discovery Insight Validation Idea Generation Concept Development Concept Testing Pack test In Home Use Test Communication Test Post Launch Tracking Usage & Attitude
  • 4. From Validated Off-line methodologies to On-line tools Off-line Methodologies Traditional shelf tests On-line Methodologies Quantitative research Expert workshops & quantitative concept test In-Depth Interviews 90% first impression 73% 91% 86% top2box 50% 90% 55% 82% 86% 60% 80% 55% 91% 100% 70% 90% 64% 100% 86% 70% appeal credibility relevance
  • 5. Connect© – From plain HTML to Rich Media Interfacing People are used to Rich Media Interfaces from Windows Live, Yahoo, … Timed Game Like Questions Explore the subjective, implicit and the unconscious
  • 6. Connect© – From Verbal Respons to Visual Respons Online Mood Boarding “ Ask without Asking” Explore the subjective, implicit and the unconscious
  • 7. Connect© – From Verbal Expression to Visual Expression Don’t ask what people want, but how they live Photo Diary Explore the subjective, implicit and the unconscious
  • 8. Connect© – From On-the-Table CS to On-Line Card Sorting Elicit consumers’ concepts, categories and associations Cards can include images, names and descriptions of items. Open Card Sorting
  • 9. Connect© – From Direct to Indirect Questionning Elicit people’s concepts, categories and associations uncover deep-rooted perceived brand attributes associated with different names Visual Association Technique Word Association Technique
  • 10. Connect© – From Full Exposure to Controlled Exposure Show stimuli too fast to be consciously recognized Compare the visual impact, or memorability of marketing materials or packaging designs. Online Tachistoscope Online Shelf Test
  • 11. Connect© – From Eye Tracking Camera to Eye Tracking Mouse FocusTracker enables participants to use the mouse as a device to point out focus of attention. Online Eye Tracking Explore the subjective, implicit and the unconscious
  • 12. Connect© – From Passive to Active Consumer Involvement Research should stimulate participants to generate ideas, share ideas, enrich ideas and develop concepts Online Co-Creation Involve consumers from Idea Generation to Concept Development
  • 13. Connect© – From Refined Ideas to Detailed Product Concepts Enable users to design their own virtual products Understand complex feature interactions Concept Configurator
  • 14. Challenge given by our Clients
    • Need for continuous consumer connection
      • - Little opportunity to connect with consumers
      • - Move to inspiration & learning: intuition is based on experience
      • - Challenge the ‘we know this’ mentality
      • - Bite-size information for quicker decision making
    • Insights and foresights through a continuous dialogue
      • Clear sense of being connected: - through a real and effective dialogue with consumers - easy, continuous and globally
      • More in-depth understanding of your core consumers
      • Via online communities to allow consumers to become a source of inspiration; exploration & validation
    New ways to connect with our consumers CONNECT © to be inspired by your consumers
  • 15. Connect© - Why MetrixLab is involved Why would a research agency become a global supplier of online communities? 1. Unsollicited & unstructured consumer feedback does not result in a real and effective dialogue with consumers
  • 16. There are 4 Types of Consumer Participation Consumer Surveillance Behavior data - Surveys Consumer Involvement Interviews- Observation Consumer Participation active role consumer Organized Consumer Feedback Consumer Innovation Community Person-to-Person interactions Unsolicited Consumer Feedback Supplier initiative Consumer initiative Consumer Integration Organized & Structured Community is most effective Connect©
  • 17. Connect© – A structured way to engage with your consumers Consumer participation is a highly structured process
    • Connect© is more than allowing your consumer to cast their opinions and share their views
      • the success of community sites like MySpace, Hyves and many others, inspired companies to build their own
      • focus on chat, blog and forum to engage with the consumer
      • while marketers are less interested in opinions but search for actionable insights in all phases of the NPD process
  • 18. Connect© - a structured way to get inspired Why would a research agency become a global supplier of online communities? 1. Unsollicited & unstructured consumer feedback does not result in a real and effective dialogue with consumers 2. We have the right tools available to establish an effective dialogue with consumers
  • 19. Connect© – An effective tool in any stage of the NPD process Consumer Needs & Insight Discovery Insight Validation Idea Generation Concept Development Concept Testing Pack test In Home Use Test Communication Test Post Launch Tracking Usage & Attitude International panels or communities Cappuccino Espresso TYPE OF COFFEE At a bar/cafe LOCATION Friends COMPANY Partner/family
  • 20. Connect© - both exploration & validation Why would a research agency become a global supplier of online communities? 1. Unsollicited & unstructured consumer feedback does not result in a real and effective dialogue with consumers 2. We have the right tools available to establish an effective dialogue with consumers 3. For exploration & inspiration as well as validation
  • 21. Base Panel 1000 Members Focus Quantitative 150 Members Study A Focus qualitative Study B Study C 150 Members 150 Members Connect© - building a client specific online community
  • 22.  
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  • 26. Connect© - Our experiences
    • Consumers are willing to invite you into their lives
    • Consumers are willing to be part of your team & brand
    • Incredible rich learnings which has lead to sharper focus of projects and the vision
    • Inspiration : not only on the what but also on the how and why
    • Validation : are the new insights relevant & true for most target consumers
    • Be prepared to challenge your current beliefs , resulting in a richer understanding of your consumers
  • 27.
    • Higher Quality : (1) consumers know what they need, better than most companies do*. (2) the process is iterative, enabling clients to build on insights by using superior qualitative techniques
    • Structured: no free flow of unsolicited opinions, but a structured, efficient & effective tool for real dialogue with consumers
    • Inspiration as well as validation : possibility to validate the newly gathered insights, ideas & concepts
    • Higher Speed : continuous consumer feedback allows for focused decision making and speed-to-market
    • Globally Scalable : internet enables users from all over the world to participate.
    Allow Consumers to participate Early! “ None of us is a smart as all of us” *Source: Stefan Thompke, Eric von Hippel – Harvard Business Review April 2002 Connect© – The benefits are clear