Danone Water World Community

Danone | Water World Community | Smartees workshop Prepared by: Nanno Palte, Director Market Insights, InSites Consulting Tom De Ruyck, Connected Research Manager, InSites Consulting For: Michel Rogeaux, Senior Expert Consumer Science, Danone October, 2009

Water challenges at DANONE Introduction fusion research User created brainstorm Ethnography & discussion forum Dive into (selection of) results DANONE key learnings © InSites Consulting Smartees – taking consumer insights forward 2

Water Challenges at Danone © InSites Consulting Smartees – taking consumer insights forward 3

Key challenges for DANONE Waters Understanding the use of water in daily life Highlight consumer expectations for water consumption Determine main consumer perceived benefit Important to focus science objectives to prove and understand effect of water Final output : justify that water can bring real benefits for consumers © InSites Consulting Smartees – taking consumer insights forward 4

Introduction fusion research © InSites Consulting Smartees – taking consumer insights forward 5

Surveys Emotion Implicit questions Emotion measurement Me User-created We Post-it Exit Forum brainstorming Explicit questions User-coded open ends Ratio © InSites Consulting Smartees – taking consumer insights forward 6

Discussions Synchronous Online duo interviews Online 1-to-1 Online discussion interview groups Me We Individual blogs Discussion forum Group blogs Asynchronous © InSites Consulting Smartees – taking consumer insights forward 7

Observations Natural Secondary company Social media data netnography Daily 2.0 Me Multi-media Online safari We ethnography Deprivation Activation Lab © InSites Consulting Smartees – taking consumer insights forward 8

Phase 1: Kick-off meeting & User Created Brainstorm Phase 2: Quantitative survey (diary approach) Profiling & segmentation of water drinkers Screening for the explorative phase Phase 3: Exploration of drivers for water consumption Online ethnography Discussion forum © InSites Consulting Smartees – taking consumer insights forward 9

User created brainstorm © InSites Consulting Smartees – taking consumer insights forward 10

User-created brainstorm Questions 1. Why do people drink non alcoholic beverages in general? 2. On what occasions and situations do people drink water? 3. Why do people drink water in particular? 4. What happens, psychologically and physically, if people don’t drink water? © InSites Consulting Smartees – taking consumer insights forward 11

If people don’t drink water... © InSites Consulting Smartees – taking consumer insights forward 13

Concept ofBrainstorms User-created user-created brainstorm 1.Creation 2.Contextualization 3.Propagations Participant is asked to Participant indicate which Participant digs gives his own of his own the best ideas ideas about a ideas is not in the study list subject present in the study list yet © InSites Consulting Smartees – taking consumer insights forward 14

User-created Brainstorms 1 2 3 © InSites Consulting Smartees – taking consumer insights forward 15

Evaluated relevance Interpreting results user-created brainstorm Challengers Winners Dehydration Dry mouth Malfunction of the body Kidney problems No loss of toxics Fatigue Dark urine Headache Dry skin Digestion Constipation Sore muscles Lack of vitamins, Loose Migraine Minerals, salts weight Cramps Loss of concentration Guilty feeling Breastfeeding less Fever productive Stress Painful urination mood Bad Sickness Less sweating High Risk Low potential © InSites Consulting Sample size Smartees – taking consumer insights forward 16

Ethnography & forum discussion © InSites Consulting Smartees – taking consumer insights forward 17

360° ethnography = type of observational research where research participants are asked to observe their own environment by taking pictures and video’s. Through a blog and interactive commenting tools, they are able to comment on their observations. Traditional 360° ethnography ethnography Context Context 00 Participant Participant Partici Researcher Agent Researcher Client ideation © InSites Consulting Smartees – taking consumer insights forward 18

360° ethnography Process Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion © InSites Consulting Smartees – taking consumer insights forward 19

Ethnography methodology Research participants © InSites Consulting Smartees – taking consumer insights forward 20

360° ethnography Process Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion © InSites Consulting Smartees – taking consumer insights forward 21

360° ethnography Process Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion Story about picture Upload picture Tag © InSites Consulting funtion Smartees – taking consumer insights forward 22

360° ethnography Process – different angles of analyses Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion Wake up & become active • je viens de me lever et comme d’habitude je bois un verre d’eau pour commencer la journée Flat versus sparkling Intensity of thirst Other comments Bottle vs glass vs carafe Weekend vs week BRINTA Tap vs mineral Fast vs slow Brand Habits © InSites Consulting Small vs big sips Temperature Smartees – taking consumer insights forward 23

360° ethnography Process – different angles of analyses Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion Consumer profile Product usage Most heavy Less heavy water Glass Big bottle Small water drinkers drinkers (1l500 – water bottle (2l000 - 4l117) 1l917) Big sip Small sip © InSites Consulting Tap water Mineral water Smartees – taking consumer insights forward 24

360° ethnography Process Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion EMOTAGS BREAKING © InSites Consulting Smartees – taking consumer insights forward 25

360° ethnography Process Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion Message from moderator Profile Tag Message funtion from moderator © InSites Consulting Smartees – taking consumer insights forward 26

360° ethnography Process Kick-off online Participant Participant Researcher Forum Autodriving discussion group observation interpretation analysis discussion RECOGNITION? REMAINING QUESTIONS? ACTIONABLE? © InSites Consulting Smartees – taking consumer insights forward 28

Dive into some results © InSites Consulting Smartees – taking consumer insights forward 29

Markers for water consumption Overview MENTAL PHYSICAL © InSites Consulting Smartees – taking consumer insights forward 30

1 If I drink water, I will... ... wake up better ...have a better night of sleep Brain Throat Mouth Stomach Kidney © InSites Consulting Smartees – taking consumer insights forward 31

If I drink water, I will... 1 Wake up better C’est le meilleur car après un nuit de sommeil il faut absolument se réhydrater , il a pour effet de rincer la bouche et l’organisme. Il est aussi là pour recharger les batteries ça me fait du bien car ca m’ humidifie la bouche et cela me permet de prendre le petit dèj en ayant envie de manger quelque chose. c'est comme la crème que l'on met quand on se sent sèche de la peau, ça hydrate de l'intérieur et fait un bien fou. L‟effet d„élimination des toxines par les pores de la peau. Je me suis levé sans boire et donc sans me rafraîchir les idées et cela ne m’a J’ ai besoin de me réveiller réelement et de me raffraichir. Boire a ce pas aidé à attaquer ma journée du bon moment là m’ a changé les ideés et m’ a fait oublier que je m’ étais levé pied, tôt et que j’étais fatigué. Mon corps va être tellement reveillé que je vais avoir une envie subite d‘aller aux toilettes. Mes reins ont très bien fonctionné sur ce coup là. Je me sens bien et près à faire ma journée © InSites Consulting cerveau en éveil Smartees – taking consumer insights forward 32

If I drink water, I will... Wake up better Water leads to activation Water leads to hydration on the short term Water leads to elimination © InSites Consulting Smartees – taking consumer insights forward 33

If I drink water, I will... 1 Sleep better je me sens fatigué, je vais bientôt me coucher il faut boire pour ne pas avoir soif la nuit et ça prépare à se détendre afin de mieux s'endormir Cette eau me rafraîchit la bouche et m‟ enlève le goût pateux dû a la cigarette, et me prépare mentalement pour la nuit. Je suis maintenant Mon eau est à porté de main, et ça me prêt pour dormir. Surtout rassure car je sais que si jamais je que je sens que l‟eau ressens une autre secheresse ou un descend et je la sens manque ou bien une énorme soif, j‟ai ce arriver dans mon ventre qu‟il faut.Je suis apte à dormir ça fait un bruit bizarre, lol correctement. Voila c est l heure de pendant que je bois je sents l’eau passée dormir et le dernier dans la bouche et la gorge, ca me donne moment de boire l’impression que ca me nettoie la bouche avant de dormir ces de toutes les impuretées que l’on peut gorgees vont me avoir accumulé pendant la journée. mettre en phase pour après avoir bu, je me sens plus propre de la rejoindre les rêves et bouche et prête à dormir. je serais bien dans tout mon corps © InSites Consulting Smartees – taking consumer insights forward 36

If I drink water, I will... Wake up better & Sleep better Water leads to (de)activation Water leads to hydration Water leads to elimination Thoughts Smells Taste Food © InSites Consulting Smartees – taking consumer insights forward 37

6 If I drink enough water, on the long term I will... • have better skin Vd • more healthy hair • less often throat pain Head Hair • less often headaches Throat Skin • more flexible muscles Muscles © InSites Consulting Smartees – taking consumer insights forward 41

If I drink enough water, on the long term I will... • have better skin Vd • more healthy hair • less often throat pain Head Hair • less often headaches Throat Skin • more flexible muscles Muscles © InSites Consulting Smartees – taking consumer insights forward 42

Action Physical Sensory Elimination Hydration © InSites Consulting Mental Relaxation Smartees – taking consumer insights forward 44

Prioritization The goal of the study was to identifying physiological & mental markers related to the water consumption of heavy water drinkers In total we defined 20 markers that lead to over 60 hypothesis In order to prioritize, several measures were calculated – # respondents that mentioned certain marker – # times a specific marker was mentioned (multiple times per respondent) # average time Removing unhealthy Digestion substances Control eating behaviour Concentration Wake up (wash away rests + wake up) Temperature regulation Manage negative Stress emotions Better sleep Planning Creativity Muscles Energy boost Throat pain Headache Security & autosatisfaction Healthy hair Better skin Healthy pleasure © InSites Consulting # participants Smartees – taking consumer insights forward 45

Validity & parallels with other research done at Danone The grid of markers detected with InSites Consulting appears also in other surveys Test based on diary study & face-to-face in depth interviews in 4 countries Consumer survey based on specific water consumption with prompted questionnaire  EXTERNAL VALIDITY Cross analysis Internet media allows us to go in details, to have an real interaction with consumers Probably, “Face to face interview” & “diary on paper” allow the consumer to express in an another way © InSites Consulting Smartees – taking consumer insights forward 46

Action plan Cross analysis with others tests Selection of markers, taking account : Marketing strategy Based on consumer interest Capacity to get an objective evaluation of the impact – Based on science &/or published Questionnaire… Prove effect on consumer surveys Communication © InSites Consulting Smartees – taking consumer insights forward 47

Key learnings for Danone / method WE SUCCEED TO DETECT SEVERAL HYPOTHESIS For us 3 main success criteria of the approach are: Process in several steps • The fact to organise the test in several steps is very pertinent • Allows to precise questions, to progress in the analysis • Allows us to improve consumer selection Long term & use • The fact to base comments on real consumption, real situations highlight real insights Use of words, image • The possibility to explain the benefit with several means is key • The use of projective step, diary seems very well adapted © InSites Consulting Smartees – taking consumer insights forward 48

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Danone Water World Community

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Danone Water World Community — Presentation Transcript