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The Clasik and Ludik surveys: similar yet different by Lucila Monaco of Molinos Rio de La Plata and Natalia Gitelman of Datos Claros - Presented at Insight Innovation eXchange LATAM 2013

We have been working with online research for the past nine years and we believe that the classic online survey should make way for new, more engaging surveys. As a result, we are currently working on a methodology based on storytelling and gaming as a starting point for online surveys. To date, we have done two studies to test two different questionnaires: Clasik and Ludik. Both have the same goals and questions but different designs. We looked at some specific indicators: Response rate LOI Multiplicity in questions with multiple options Response rate for open ended questions Number of words in open ended questions Responses requiring an anecdote or story (open ended questions) We also got information on respondent profiles (socio-demographics and socio-digitals). From the results, we decided to continue with control surveys in order to establish what affects the responses more: the graphic interfaces, the storytelling, the gaming dynamic or another factor. We have reached a hypothesis that we want to test: the Ludik survey is more effective at capturing the attention of people who are more open to the digital world—and probably more creative. This survey could thus be used when we want a high proportion of early adopters in terms of products, services or brands. If we can confirm this hypothesis, then the challenge will be to adapt these types of surveys to our clients’ needs. As we have seen over the years, the digital medium promotes more sincere and acid responses, so it can be used for validating hypothesis among a public that is more direct, acid and creative.

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The Clasik and Ludik surveys:
similar yet different
Natalia Gitelman
Lucila Mónaco
Consumer Insights Molinos
Co-Founder & Partner
In collaboration with
Online Surveys: The Beginning
Online Surveys: The Challenge
Online Surveys: The Challenge
Experimenting: Ludik & Clasik
Initial Results: Ludik & Clasik
Discursive Production
47%
LUDIK
39%
CLASIK
Average number of words on open-
ended questions
8,3
CLASIK
14,1
LUDIK
Response rate in open-ended questions
94%
LUDIK
73%
CLASIK
Answers with story-telling
Time spent
CLASIK
Male response rate
In colaboration with
LUDIK

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The Clasik and Ludik surveys: similar yet different by Lucila Monaco of Molinos Rio de La Plata and Natalia Gitelman of Datos Claros - Presented at Insight Innovation eXchange LATAM 2013

  • 1. The Clasik and Ludik surveys: similar yet different Natalia Gitelman Lucila Mónaco Consumer Insights Molinos Co-Founder & Partner In collaboration with
  • 6. Initial Results: Ludik & Clasik Discursive Production 47% LUDIK 39% CLASIK Average number of words on open- ended questions 8,3 CLASIK 14,1 LUDIK Response rate in open-ended questions 94% LUDIK 73% CLASIK Answers with story-telling Time spent CLASIK Male response rate In colaboration with LUDIK
  • 7. What would happen if…? Ludik for a real client
  • 8. Let’s get to know Lucchetti
  • 9. We used to be a pasta brand… But we also wanted to: 1) Grow in the category of pastas with added value 2) Add new categories 3) Accommodate categories/brands 4) Be the pasta chosen by mothers
  • 10. So to achieve this… we listened to the women who make most of the purchase decisions: “Moms”
  • 11. What are they like? …really… The Real moms in constant tension between what is and what ought to be
  • 12. El insight "Moms from advertisements don’t exist. Moms are real, like me "
  • 13. She doesn’t look beautiful all day long She doesn’t want to wash dishes She doesn’t want to change diapers Mom isn’t perfect She’s not like the moms we see on commercials
  • 14. And sometimes she wants to kill them!!
  • 15. The Road Travelled 2006 2008 2009 2010 2011 2012 Bouillon Launch Connections Campaign Soup Launch Soup Campaign Rice Campaign Connections Campaign Three Launches, Three Campaigns: Preferido, Lucchettinis, Pastas Nutrivit Maximum Migration
  • 16. 75% of HH in Argentina (formerly 60%) 150 MM Packs/year* *Fuente: Savia cierre 2011. Incluye Preferido; Fuente KantarWorld Pannel RY a S1.11; 2nd FOOD BRAND (antes 6to. Lugar) From 10 to 16 pp SOM Pastas We doubled TOM in pastas Compared to 2007 “A POPULAR, MASS MARKET PRODUCT” We doubled the Ebidta from USD MM13 in 2008 to USD MM26 in 2012
  • 17. … And Mama Lucchetti reached digital media
  • 18. 2,1 MM Fans in Facebook #3 in Argentina 0.631% Engagement Rate #1 of the Top 5 FB pages with more followers 15 MM Visualizations on YouTube (Official Channel) 50 K Suscribers in YouTube #2 in Argentina
  • 19. We went even further with the Lucchetti brand… We knew that this would require designing a survey for a very ‘demanding’ target Research goals: Recall of digital campaigns (in general) and specifically, of Mama Lucchetti digital campaigns Focus on Mama Lucchetti 2011/2012 and obtain discourse to generate content for the 2013 digital campaign.
  • 21. As researchers, we wondered… Would survey abandonment rates be higher for one of the two surveys? Would we be able to obtain more creative, elaborate answers in one of the two versions? Would there be major differences in terms of discursive production?
  • 22. And we discovered that… Average percentagge of “Doesn´t/ Doesn´t answer” Question with the highest difference in “discursive Production“: funny stories about Mother´s Day Narratives / “Detailed” vs. “generals” texts (detailed) Elaborate vs. Simple ideas (elaborate) CLASIK LUDIK 9,9% 7,9% 4,1 11,7 48% (detailed) 24% (elaborate) 56% (detailed) 24% (elaborate) Overall abandonment rate 16,3% 18,4% In collaboration with ‘Discursive Production’ (number of words x open- ended question) 6,7 7,9
  • 24. Examples of narrative production LUDIK CLASIK el ultimo día de la madre no queríamos llegar con las manos vacías y compramos una torta de hojaldre carísima y una de las hijas de la suegra de mi hermano habí• a hecho la misma torta..!!! nooo pero bueno la llevamos después a casa de mi hermano y la comimos jejeje habíamos salido y mama dejado en la heladera preparada el almuerzo cuando mi hermano saca una gaseosa resbalo el plato con la comida a medio preparar y bolo todo!!!!! SILENCIO absoluto y risas coronaron la cocina cuando mis hijos me hicieron enojar mucho los dos juntos les arroje 2 envases de pintura artística y le erre, se reían tanto que aun hoy lo recuerdan con mucha alegría y usan la anécdota de chicana... mis hijos me leyeron un poema que era para una madre muerta, recuerdo que decía siempre te recordaremos con amor algo así creo si siempre se vive algo divertido, más cuando es una flia grande como la nuestra, me trajeron el desayuno a la cama y yo no estaba salir a buscar facturas y encontrar todo cerrado por ser domingo, asi que 7 de la mañana a hacer pan casero que le gusta y unas tortafritas, imaginate, un desastre total, pero nos reímos mucho.... (quantity of words per answer) A funny story one Mother’s Day 11,5 4,2 (quantity of words per answer)
  • 25. Brands that release fun videos on Internet 6% 13% 3% (spontaneous response) Base: 147 women who remembered having seen fun brand videos released on Internet Woah! We’re in the Top 3 in terms of brand recall. The return-on-investment in terms of brand recall is three times higher than that of other brands
  • 26. Brands that release Mother’s Day videos on Internet 10% 15% 7% Check it out, honey, if we focus on brands that do something special for Mother’s Day, we’re in first place Yes! And competing with all three cell phone companies! And since we’re just a food family… (spontaneous response)
  • 27. Mamá Lucchetti: Favorite Character I’m the favorite! What about Lucia and Robert? Robert Lucía
  • 29. Higher REAL participation Was the brand better off using one particular survey style? More ‘discursive production’ overall More narrative and detailed descriptions Similar production in terms of creativity
  • 30. We made some surprising discoveries. The ideal medium for measuring recall of digital campaigns An important lesson about a medium that has only just begun to be explored The discourse established a framework for new actions We are working with the discoveries related to the brand, and agency research
  • 31. Thanks! Natalia Gitelman Lucila Mónaco Consumer Insights Molinos Co-Founder & Partner In collaboration with