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Le boudoir

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Le boudoir

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Le boudoir

  1. 1. 1 BOUDOIR
  2. 2. 1. What the Boudoir is 2. When to use the Boudoir 3. Examples & Charming illustration 4. More reasons to use Boudoir 2 Agenda
  3. 3. 3 What the Boudoir is
  4. 4. 4 The Boudoir is… A soft ethnography based on Facebook or Vkontakte A private & confidential event to gather a sur- mesure audience A participative observatory for brands & consumers to interact A special bonding comms. Tool to inspire original media strategies
  5. 5. 5 Case study The Boudoir for  150 pages of verbatim providing deep authentic insight into audience  Near 60 pictures posted of women’s cosmetics products  A perception of how women feel about and behave when it comes to beauty, face care and make-up  The incredible creation of a true community feeling
  6. 6. •Kick off with clients to compose the guide backbone •Regular calls with the client •Participation of the client as a hidden member Before & During the Boudoir •Analysis of the confidences book, drawing perspectives with major socio-trends •Brainstorms sessions After the Boudoir management •Creation of report •media or product implementation of insights After the Boudoir book analysis 6 The Boudoir is the collaborative project
  7. 7. •Kick off with clients to compose the guide backbone •Regular calls with the client •Participation of the client as a hidden member Before & During the Boudoir •Analysis of the confidences book, drawing perspectives with major socio-trends •Brainstorms sessions After the Boudoir management •Creation of report •media or product implementation of insights After the Boudoir book analysis 7 The Boudoir is the collaborative project Data analysis Insights search
  8. 8. •Kick off with clients to compose the guide backbone •Regular calls with the client •Participation of the client as a hidden member Before & During the Boudoir •Analysis of the confidences book, drawing perspectives with major socio-trends •Brainstorms sessions After the Boudoir management •Creation of report •Media or product implementation of insights After the Boudoir book analysis 8 The Boudoir is the collaborative project
  9. 9. When to use the Boudoir9
  10. 10. No need for them to connect to another platform with another password to remember. It does not add another chore in their hectic day, it’s a breath. The Boudoir meets the conditions of sincerity, secret & confidence. It enters people’s life without disturbing it. …a soft ethnography …to gather a sur-measure audience …to ignite complicity …to raise original insights 10 Use the Boudoir when you need…
  11. 11. 11 No restriction of topics or audiences From f ood to ca rs , f rom pe t s to be a ut y From ge n c to se ni ors , From girls to me n The boudoi r rel i es on the ga t he ring powe r of inte re sts , wha tever they a re, whoever they connect
  12. 12. 12 Examples & Charming illustration
  13. 13. T h e c a f e C o n f i d e n c e sT h e k i t c h e n T h e p e t h o u s eT h e c o u c h T h e b e a u t y b o u d o i r T h e c o l a n d e r The Boudoir was used for different clients
  14. 14. T a l k s A b o u tT h e B e e r T a l k s The Boudoir was also used for local clients B e a u t y T a l k s & B e a u t y B o u d o i r C h e e s e t a l k s
  15. 15. 15 Local Case study The Boudoir for  It helped to understand how youth versed in beer  Divided youth on segments based on Boudoir, each segment was explored  Understood how we have to speak with young people  Got a lot of insights, which helped us to create new ideas  Tested ideas on participants DAY 1 Loyalty DAY 2 Interests DAY 3 Switching DAY 4 Attitude to category DAY 5 Consumption DAY 6 Recommendations DAY 7 Advertising Who: 30 young people at age 18-30 Where: private group BeerTalks in Period: 1 week Target: deep dive in psychology of Youth by online interview 7topicduring7days
  16. 16. 17 More reasons to use Boudoir
  17. 17. 18 More ways to use the Boudoir - To test creative ideas - as a crash test • Used for SCA - As the catalyst of learning and inspiration for you and your partners ie creative agencies, PR, In store marketing • Can be used for any discussions - To evaluate Touchpoints in light qualitative way • 3 Boudoirs in Benelux region - To better understand your TA • 9 Millennials Boudoirs all over the world
  18. 18. No need for people to change their routing and go somewhere  no room is needed Higher number of respondents  possibility to get shares and trends understanding No opinion leader in the group  everyone has equal opportunity to speak their mind and comment The schedule is flexible and responders have more time to  more thought through answers 19 Boudoir vs traditional Focus group
  19. 19. 20 A flexible 4 weeks indicative timeline Week 1 - Recruitment - Profile creation - Animation guide Week 2 - Community management - Daily reporting Week 3 Global analysis Week 4 Look & feel twist of final report
  20. 20. 22 The Boudoir isnotthetranspositionofofflineclassical focusgroups Itisaflexiblespaceofconfidencetoignite sincere conversationsandtestyourgreat ideas Itisasourceofinspirationandguidelineto makemediacloser toyouraudience
  21. 21. 23 Formoredetails,please,contactZenithOptimediaUkraine Daria.Malikhatko@zenithoptimedia.com.ua T:+38(044)4929980

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