080304 Blogtalk Dialego Mind Voyager Final

MindVoyager - An interactive journey through the collective thoughts of a selected target group Andera Gadeib Cork, March 2008

Who we are A Next Generation of Research Focussed on Online Research Shared Values Market Research Close to Consumers Technology-driven Dialego Team Member explores Ijsselmeer Own Panels International

Time to market MindVoyager approach What we do Product maturity Idea Generation Idea Screening Concept Generation & Refinement Concept Screening Market Testing Launch

Marketing Manager: „Do we Understand our Consumers?“

The challenge

Conservative business

„ Let´s rely on what we´ve done the last 20 years“

There is a lot to do

Here is a first approach

Investment Research

Targets >> Who uses it, what for?

Rethink >> Paradigms for Online Research 2.0

Co-Creation & mass customization >> Consumers become makers >> great for market research

Following the long tail >> Learn from fragmented markets

Gaining insights from the crowds >> The wisdom in „mass inter- viewing“ > „panel intelligence“

New, interactive, adaptive, contemporary tools for market research

Research 2.0 >> Now Listening to every Opinion ever Expressed. Source: wired.com

MindVoyager methodology

The MindVoyager approach. Get the Big Picture…

… AND all the Details.

The 4 dimensions of co-creational research >> MindVoyager approach

Typical Test & Survey Design

Test Design

Target group: i.e. category-user, age groups, …

Sample n=100-200 from within an Access Panel

Field work: 14 days

Survey Design

Invitation to the test person by email, an individual link included

Introduction to the new survey method

International Tests so far

USA, UK, Switzerland, France, Italy, Germany

MindVoyager in practice

MindVoyaging: Overview on the Process Discussion and tagging among the respon-dents 3 Consumers are invited within the Dialego Panel 1 Screening process for the target group. Respondent chooses a nickname 2 Dialego AG - Market Research Online 06/02/09 «T he shelves were nearly filled up and the fresh fruit - particularly the raspberries - looked fresh and were visibly priced . » « We had a very good browse around the store and I managed to get myself a few bargains which left me feeling satisfied and happy! » Analysis , Manage-ment Summary 4

Respondent´s View

Dashboards to Amplify Discussions (beta)

MindVoyager. Respondents Have a Say. Witty new style, it´s nice to see that others are participating also... I have the chance to see other peoples views and stories. Its a great idea, certainly different. Very easy to air your opinions . Innovative and creative concept to gain individual´s opinions, the idea is implemented very well, I would definitely join again. Tags are very helpful, to get an overview of the answers of the others and to answer other entries. It´s different, other opinions confirm mine. Is done very well - especially the ability to get in touch with other people! I liked it very much, fun is important, to listen to other people´s opinion. Interesting kind of interview. It´s not as intrusive as people on the street...

Customer involvement

And to Give you the Full Picture The Results: a Cognitive Model The different levels include subjectively important circumstances as well as concrete behaviours of the respondents. Both are connected closely to each other: Values & Objectives What actions are being carried out? What prime motivation is fulfilled by the action? What emotions are connected to it? What indirect consequence is fulfilled by the action? Operations / actions Functional consequences Emotional consequences

Cognitive model: Positive shopping experience – Results overview Reinforcement for positive shopping Functional consequences Emotional consequences Actions due to positive shopping Values & Objectives quality time (with family/ friends) relaxation positively surprised happy / delighted buy things that were not planned buy petrol have dinner at shopping centre buy gifts daily fulfilment of demand keep kids busy information interaction (with people) thankful satisfy certain needs shopping for a special occasion look for new products / “window shopping” feel understood canniness pleased new ideas impressed approval good navigation through shop helpful, friendly excellent staff advertising free samples cheap trade brands offered clean and tidy credit terms air-conditioning easy parking good stock levels no (long) queues family event clear aisles signage bargains wide aisles reasonable / reduced prices big choice of products fresh, quality, healthy products eco friendly never had a positive shopping experience enough (disabled) parking spaces easy to find the products thick framed= mentioned by many respondents child-friendly staff good service place product price promotion

The Hunt for New Tools to Understand Consumers Desires. Why Marketers like the approach