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MetrixLab - Identifying New Growthopportunities


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MetrixLab provides the most powerful suite of on-line tools and in home testing, for a successful Innovation and Shopper Research functions.

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MetrixLab - Identifying New Growthopportunities

  1. 2. Europe’s Fastest Growing Online Market Research Agency <ul><ul><li>Established in 1999 </li></ul></ul><ul><ul><li>150+ Research professionals </li></ul></ul><ul><ul><li>200+ Leading clients </li></ul></ul><ul><ul><li>Projects in more than 50 countries worldwide </li></ul></ul><ul><ul><li>Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York </li></ul></ul><ul><ul><li>European panel of 850.000 consumers and global access (GER: 130.000) </li></ul></ul>
  2. 3. EQUAL © Your Concepts Screen, Optimise, Validate CONTEST ©
  3. 4. <ul><li>Respondents feel free to speak their mind . There’s no interviewer or group bias </li></ul><ul><li>An online environment lends itself well to creative techniques and exercises </li></ul><ul><li>Online qualitative can be executed among larger samples than you would normally do in a central location situation </li></ul><ul><li>A holistic perspective that combines the richness from visual exploration , with the understanding from strong verbatim motivations </li></ul><ul><ul><li>This leads to richer, deeper and better grounded insights </li></ul></ul>The key benefits of our online qualitative research CONTEST ©
  4. 5. We believe that the key to successful Qualitative research: ‘being there, capturing their moment’ <ul><li>Projective technique </li></ul><ul><li>Natural grouping </li></ul><ul><li>Laddering </li></ul><ul><li>Digital Moodboard </li></ul><ul><li>Bulletin board </li></ul><ul><li>Online forum </li></ul><ul><li>Community platform </li></ul><ul><li>Online co-creation </li></ul>At home online surveys Real-time Reporting iPhone/Android app Scan product My Tasks Buy Shampoo Preparing dinner? Maak een foto of een serie foto’s van de bereiding van uw dagelijkse hoofdmaaltijd Track Heineken! Maak gedurende 1 dag foto’s van alles waar u Heineken tegenkomt. Buy a shampoo? Maak een foto of een serie foto’s het kopen van shampoo. U kunt ook een toelichting toevoegen Clothing trends Maak een foto of een serie foto’’s van alle dingen waar u trots op bent
  5. 6. A online qualitative interview typically starts with respondent profiling. We use pictures to make that an appealing rich exercise.
  6. 7. In this example, via the use of pictures, people have profiled themselves on their main interests and activities Main activities
  7. 8. Observing consumers – in new situations, mobile, at work … whenever consumers have their digital camera or mobile phone camera available! For ethnographic purposes - observing people in their daily lives - we often have consumers keep a mobile/online diary around a specific subject. In this example it is for on-the-go beverage consumption
  8. 9. The online diary designed as a real diary, in order to make it as inviting and creative as possible - Having time with my friends means to me... - I can not live without… - Partying means to me… - Mixing new cocktail means to me… - Thinking of our last event, typical for me is… - My favourite Bacardi is … - … - My feelings about celebrating with my friends means to me… - In the summer, I enjoy my drink… - In the winter, I enjoy my drink… - For special occasions, I mix... - …
  9. 10. In similar fashion, we have consumers profile brands using images
  10. 11. Which typical emotions do Bacardi Mojito users experience when celebrating and drinking it with their friends? What does that mean to them? … which attitudes result? … group culture? … deeper underlying values? As a next step, Digital Mood Boards are used for visualizing and laddering behaviors, attitudes, emotions and values
  11. 12. Because for me the most important things are how one feels at the end of the evening and the fact of having a good time. the atmosphere and the simplicity of situations is the most important thing create an image of oneself that is not authentic At evening parties most people try to get themselves noticed and often put on an image of themselves which is not necessarily theirs when they are not going out. difficult it is to maintain calm behaviour One often sees that the mixture of going out and alcohol ends up in violence or lack of patience. Behaviours change and become more aggressive towards oneself and others. Drinking Moods I wanted to show four ways of going out and the importance of alcohol in them. In the two sections above alcohol is not everywhere present, but the atmosphere and the simplicity of situations is the most important thing. People feel all right and do not try to show themselves in a different light than they really are. The lower boxes in the table show that in a public context alcohol is sometimes used too much, to create an image of oneself that is not authentic. The more consumption is excessive, the more difficult it is to maintain calm behaviour. Emotions Meaning Attitudes Values Digital Mood boards provide a great springboard for innovation and brand activation
  12. 13. <ul><li>GEHOLPEN BEKENDHEID “RISICO’S” MET BEHULP VAN STIMULI </li></ul>Pictures are also a starting point to get at underlying emotions, needs, wants, drivers, barriers or concerns In this example people were asked to select and elaborate on those pictures that represented real concerns over their family’s wellbeing and safety
  13. 14. sheet In order to uncover ‘innovation White Space’: We ask consumers to upload pictures and elaborate on their frustrations. In this example, people uploaded pictures and elaborated on frustrations with their home and living conditions
  14. 15. Frustrations N=1560 Consumer frustrations are not only captured in pictures but also in verbatim explanations of the pictures that are taken
  15. 16. We illustrate the main associations with verbatim quotes that explain associations <ul><li>So I am there longer for my children. </li></ul><ul><li>I want my family especially my children to be healthy </li></ul><ul><li>it is important that my husband and i set a good example to our daughter </li></ul><ul><li>to life a long and pleasant life </li></ul><ul><li>to lead a normal life </li></ul><ul><li>Because I like to eat healthy food which makes me feel good </li></ul><ul><li>A healthy diet is essential for long term well-being, both physical and emotional </li></ul><ul><li>good health is vital for me and my family and is impacted directly by the foods we eat </li></ul><ul><li>Healthier, contains more vitamins and nutrients. </li></ul><ul><li>Fresh vegetables and fruit taste best </li></ul><ul><li>I feel it is immensly satisfiying to pick and cook - I feel that all the vitamins and energy of the plant, fruit or veg is at it's most intence and beneficial. </li></ul><ul><li>Because the environmental cost is lower to get the products to me, and supports the producers in my area, </li></ul><ul><li>Food grown locally has a less detrimental impact on the environment and is fresher because it is distributed to the local area rather than being transported for miles. </li></ul><ul><li>means the people in other countries get the right amount of money back for the foods they have grown rather than a pittance </li></ul><ul><li>To know that when I buy fair trade the producer gets a portion of the money to help them stay in business. </li></ul><ul><li>I believe that everyone should receive a fair price for the goods they produce to enable them to sustain their lives. </li></ul><ul><li>I am concerned about the number of chemicals and insecticides that are reportedly used to grow crops, and feel that produce grown in this way is not as nutritious </li></ul><ul><li>better taste, alternative to GM foods, avoiding the amount of chemicals put into our foods </li></ul><ul><li>no chemicals are used making the food healthier </li></ul><ul><li>its important not to deplete the planets reserves so they are available for further generations, humans by nature are consumers and we need to be careful. </li></ul>
  16. 17. We then use laddering question techniques to derive associative networks Best for yourself and good for the world Environment Body Health Mind Relax Fairtrade Nature Greenhouse Discovery People Family Partner Children Friends Surprise Organic/ Biological Cooking Responsibility Enjoy life long Pleasure Future Creativity Next Generation Natural Fair price Local Taste Fresh Pure No additives/ pesticides Energy Bonding/togetherness Foodmiles Time to shelf Essential nutrients Enjoyment
  17. 18. End Slide CONCEPTCRAFTER© New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]