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Market Research In Product Design Webinar Presentation For Slide Share


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Download Qualvu’s webinar and take your product research to a whole new place (your customers’ lives).

Product research has traditionally been conducted in labs, focus group facilities, and far away from the real settings where consumers are using the products. But Qualvu is changing that: The Internet, online video, and consumer-driven product studies now put you in contact with consumers – using products as they actually do – in those settings that reveal “moments of truth” that separate good product research from GREAT product research.

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Market Research In Product Design Webinar Presentation For Slide Share

  1. 1. To watch the recoded webinar, CLICK HERE<br />
  2. 2. Product Research: do you want to be good, or great?<br />John Williamson<br />CEO & Founder, Qualvu<br />Shelley Krasnick<br />Managing Director, Research & Insights, Qualvu<br />To watch the recoded webinar, CLICK HERE<br />
  3. 3. Questions as we go?Email: productwebinar@qualvu.comTwitter: @QualvuRequest a demo at<br />
  4. 4. About qualvu<br />Qualvu is an advanced online video solution for qualitative research.  <br /><ul><li>Innovative asynchronous mobile video feedback
  5. 5. Searchable video intelligence allows in-depth data mining
  6. 6. Streamlined, easy-to-use, turnkey project management
  7. 7. Proprietary recruiting selects the best consumer participants</li></ul>To watch the recoded webinar, CLICK HERE<br />
  8. 8. what your will get out of today’s webinar<br /><ul><li>Discover new and innovative video-based research techniques that uncover consumers’ true relationships with products
  9. 9. Learn how as a researcher you can be invited to observe the candid, and sometimes surprising, settings where your customers interact with your products
  10. 10. Learn how this access drives not just usage data, but enables you to truly get to know and understand your customers in new ways
  11. 11. Learn how companies have successfully integrated consumer insights into the product development process – and how you can, too.
  12. 12. Learn how this research can be conducted at a fraction of the cost and complexity of traditional in-home ethnographies.</li></ul>To watch the recoded webinar, CLICK HERE<br />
  13. 13. A quick look: product fun<br />To watch the recoded webinar, CLICK HERE<br />
  14. 14. To watch the recoded webinar, CLICK HERE<br />
  15. 15. To watch the recoded webinar, CLICK HERE<br />
  16. 16. To watch the recoded webinar, CLICK HERE<br />
  17. 17. To watch the recoded webinar, CLICK HERE<br />
  18. 18. To watch the recoded webinar, CLICK HERE<br />
  19. 19. To watch the recoded webinar, CLICK HERE<br />
  20. 20. To watch the recoded webinar, CLICK HERE<br />
  21. 21. What can we learn?<br /><ul><li>Elegant combination of style and function
  22. 22. Goal is to create a great experience – the fantasy – for the customer
  23. 23. Producing breakthrough products
  24. 24. Getting to really know your customer
  25. 25. Obtained by truly watching, listening, and being aware</li></ul>To watch the recoded webinar, CLICK HERE<br />
  26. 26. How did we know our customers in the past?<br />Labs <br />Focus Groups<br />In-home videography<br />Unfortunately:<br />Unnatural Settings<br />Social or 3rd party Pressures<br />To watch the recoded webinar, CLICK HERE<br />
  27. 27. Ideal product research<br /><ul><li>Consumer homes and work
  28. 28. In-the-moment, natural setting
  29. 29. Candid, open feedback
  30. 30. No peer pressure
  31. 31. Consumers’ relationships with products</li></ul>This methodology does not rely on memory or forced assessment, but instead allows consumers to record unfiltered, unadulterated reactions when they are tasting, opening, or using the product. <br />To watch the recoded webinar, CLICK HERE<br />
  32. 32. Empowering consumerson their terms<br />Before<br />It was all about YOU….<br />Now<br />It is all about THEM…<br />You set the time and location of the study<br />You probed<br />You wanted them to share in a group<br />You won – They lost<br />They share when and where they interact with your products<br />They think carefully, and respond freely<br />They share in private, naturally<br />They win – You win<br />
  33. 33. More than data: knowledge<br /><ul><li>Get to know your consumers
  34. 34. Understand their pains, preferences, and habits
  35. 35. Be invited to their homes and lives
  36. 36. Reach inside your target markets minds </li></ul>To watch the recoded webinar, CLICK HERE<br />
  37. 37.
  38. 38. Innovation process<br />Search for new knowledge, or truth. <br />Test your products in the real world and refine features.<br />Develop concepts based on consumer insights. <br />Validate your concepts based on consumer reactions. <br />Understand potential benefits and problems.<br />
  39. 39. OPPORTUNITY DISCOVERY<br />Search for new knowledge, or truth. <br />To watch the recoded webinar, CLICK HERE<br />
  40. 40. Groom with a viewclient: leading CPG brand<br />OBJECTIVE<br />To learn more about how consumers use oral care products as part of their morning routines. <br />METHODOLOGY <br />By seeing their products used by real consumers in the privacy of their own bathrooms, the client sought to gain insights to refine or create new products.<br />STRATEGY <br /><ul><li>Mobile web-cams
  41. 41. 14 men and women from around the US
  42. 42. Participants were asked to give a “tour” of their bathroom and to record their morning routine on weekdays and the weekend
  43. 43. They were also asked to answer a four-part series of questions from their bathrooms</li></ul>WHAT WE LEARNED<br />Not all morning care routines are created equal, and this insight formed the basis for a creative session around new product positionings and concept development.<br />To watch the recoded webinar, CLICK HERE<br />
  44. 44. “Nobody but Qualvu is getting into someone’s bathroom at 6:30 in the morning to watch the routine.”<br /><ul><li>Client</li></ul>To watch the recoded webinar, CLICK HERE<br />
  45. 45. Home is where the car is…leading automotive company<br />OBJECTIVE<br />To understand the feasibility of a new automotive product idea and potential features. <br />METHODOLOGY<br />Gaining a better understanding of consumers’ perspectives on key vehicle attributes and features, client was able to assess in light of an innovative new concept designed to solve distinct consumer problems.<br />STRATEGY<br /><ul><li>Mobile cams
  46. 46. Specific types of owners around the country
  47. 47. Participants were asked to give a tour of their homes and describe corollaries with their vehicles
  48. 48. Participants were asked to described the importance of vehicle attributes vis-à-vis the rough concepts, related to user, purchase and potential improvements.</li></ul>WHAT WE LEARNED<br />The auto is an extension of the home.<br />To watch the recoded webinar, CLICK HERE<br />
  49. 49. CONCEPT DEVELOPMENT<br />Develop concepts based on consumer insights.<br />To watch the recoded webinar, CLICK HERE<br />
  50. 50. Serious mom timeleading children’s brand<br />OBJECTIVE<br />To better understand how Moms play with their infants, what makes a great toy, what they are looking for when making the purchase decision, and reactions to several new toy concepts.<br />METHODOLOGY<br />Inform decisions that will make the clients’ toys stand out better in a crowded toy aisle. <br />STRATEGY<br /><ul><li>First-time new Moms, aged 21-30, with 0-12 month old infants
  51. 51. At the stage where they play with infant several times a day
  52. 52. Collected aspirations for their children, their daily routine, ideal toys and play time
  53. 53. Finally, Moms were asked to talk about the brands, review different toy concepts, and explain which were their favorite and why</li></ul>WHAT WE LEARNED<br />Our client faced some interesting challenges that were difficult to change given the circumstances; however it was crucial insight that allowed them to assess alternatives.<br />To watch the recoded webinar, CLICK HERE<br />
  54. 54. CONCEPT EVALUATION<br />Validate your concepts based on consumer reactions. <br />To watch the recoded webinar, CLICK HERE<br />
  55. 55. Panel powerleading automobile manufacturer<br />OBJECTIVE<br />To refine and consolidate seven concepts <br />METHODOLOGY<br />Show unbranded and branded concepts for participant evaluation. Client was able to consolidate the top attributes of each concept and understand brand perception.<br />STRATEGY<br /><ul><li>Webcams
  56. 56. Utilized a custom proprietary panel built for purpose
  57. 57. Mid-size sedan owners around the country
  58. 58. Seven unbranded and randomized concepts were shared with sample and evaluated for overall impression, positive/negatives, top attributes, likelihood to purchase, fit with lifestyle.
  59. 59. The same concepts were branded and shown again for evaluation. </li></ul>WHAT WE LEARNED<br />By easily using the same panelists in all stages of the innovation cycle, participants were empowered to make a significant impact, and felt ownership of the evolution of concepts and results. <br />
  60. 60. PROTOTYPE EVALUATION<br />Understand potential benefits and problems.<br />To watch the recoded webinar, CLICK HERE<br />
  61. 61. Got napkin?Leading Cpg manufacturer<br />OBJECTIVE<br />To understand how consumers are using current paper napkin products, as well as how they would use a new prototype paper napkin. <br />METHODOLOGY<br />The prototype was sent to heavy napkin users and usage was documented with the intention to obtain insights on gaps or new needs in the paper napkin marketplace.<br />STRATEGY<br /><ul><li>Mobile pocket cams
  62. 62. Qualvu Videodiary Blog platform
  63. 63. All female respondents with at least one child living at home
  64. 64. Participants were asked to show typical and current napkin usage and evaluate new prototype napkin and package
  65. 65. They were also asked to describe future purchase evaluation</li></ul>WHAT WE LEARNED<br />Product quality and performance made a big difference, and usurped brand loyalty if it performed as billed.<br />
  66. 66. PRODUCT TESTING<br />Test your products in the real world and<br />refine features.<br />
  67. 67. Music in the bellyacoustical earphone company<br />OBJECTIVE<br />To collect unbiased qualitative insights from customers to determine necessary product refinements, and strategies to optimize messaging.<br />METHODOLOGY <br />By watching potential customers react to the product and packaging, and talk candidly about product expectations and usage, client was able to confirm suspicions and get unbiased perspective on their product and its features. <br />STRATEGY <br /><ul><li>Webcams
  68. 68. 10 expectant mothers from across the US
  69. 69. Participants were asked to review from packaging, to instructions, to the actual product. </li></ul>WHAT WE LEARNED<br />Those instructions really do matter!<br />To watch the recoded webinar, CLICK HERE<br />
  70. 70. “It was very clear from the Qualvu sessions that some changes needed to be made to the instructions, and the feedback from the women was instrumental in giving us a perspective on that.” <br />- Client<br />To watch the recoded webinar, CLICK HERE<br />
  71. 71. Final thoughts<br />A gesture says more than a million words. <br /><ul><li>Asynchronous video research allows you to connect to your consumers in their homes, at work, or on the go, and far from social pressure.
  72. 72. Allows for participant-driven interactions, at those crucial “moments of truth”
  73. 73. Video lets you uncover consumers’ true relationships to your products– it’s not always what they say, it’s what they do that matters.
  74. 74. Video research changes the odds, reduces the risk, and increases your chances for success.</li></ul>To watch the recoded webinar, CLICK HERE<br />
  75. 75. THANK YOUEmail: productwebinar@qualvu.comTwitter: @QualvuRequest a demo at<br />