Did you ever wonder if “good” could be “great” - Heinz HCE & MaResCon

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Did you ever wonder if “good” could be “great” - Heinz HCE & MaResCon

  1. 1. Berlin 2013 – Merlien Qual 360April 18, 2013Heinz HCE : Ronald LaanMaResCon Consulting: Frank GeersDid you ever wonder if“good” could be “great”
  2. 2. Berlin 2013 – Merlien Qual 360April 18, 2013Heinz HCE : Ronald LaanMaResCon Consulting: Frank GeersOffline qualitative versusOnline qualitativePack design research
  3. 3. Berlin 2013 – Merlien Qual 360
  4. 4. Berlin 2013 – Merlien Qual 360Focus GroupMonadicSurveyIndividualInterview (IDI)
  5. 5. Berlin 2013 – Merlien Qual 360EthnographyChoice basedresearchSemioticsVirtualenvironmentsBig DatamodelsCommunitiesHybridmethodsFocus GroupsMonadicSurveysIndividualInterviewMobileDigitalNon-responseNeuroscience……………………………
  6. 6. Berlin 2013 – Merlien Qual 360Stage and Gate FunnelIdeationProductQualificationMarketQualificationConceptQualificationLaunchPost LaunchEvaluation
  7. 7. Berlin 2013 – Merlien Qual 360Challenged: Some Business CasesIdeationMarketQualification
  8. 8. Berlin 2013 – Merlien Qual 360AND NOW THE CHALLENGE…
  9. 9. Berlin 2013 – Merlien Qual 360QuantitativeIconographicIdentificationResearchQualitativePack DesignResearchQuantitativeShelf standoutResearch1.3.2.QUALITATIVE PACKDESIGN RESEARCHIs online pack design research as rich asoffline pack design research?
  10. 10. Berlin 2013 – Merlien Qual 360KPI’s
  11. 11. Berlin 2013 – Merlien Qual 360Focus
  12. 12. Berlin 2013 – Merlien Qual 360
  13. 13. Berlin 2013 – Merlien Qual 360
  14. 14. Berlin 2013 – Merlien Qual 360MaResCon-Frank Geers-Old SchoolInnovatorHands,Brains&Soulconnected
  15. 15. Berlin 2013 – Merlien Qual 360Method independent:CountryBrandRecruitment
  16. 16. Berlin 2013 – Merlien Qual 360And the winner is…
  17. 17. Berlin 2013 – Merlien Qual 360same conclusions and recommendationsThe same conclusions
  18. 18. Berlin 2013 – Merlien Qual 360Onlineapproach,however…
  19. 19. Berlin 2013 – Merlien Qual 360MoreEngagedParticipants
  20. 20. Berlin 2013 – Merlien Qual 360More spontaneous
  21. 21. Berlin 2013 – Merlien Qual 360More ObjectiveMore Systematic
  22. 22. Berlin 2013 – Merlien Qual 360
  23. 23. Berlin 2013 – Merlien Qual 360How did we get there
  24. 24. Berlin 2013 – Merlien Qual 360Before starting: challenge critically and understand the two approachesChallengecriticallyUnderstand the two approaches
  25. 25. Berlin 2013 – Merlien Qual 36025Onlinemoderation& groupdynamics
  26. 26. Berlin 2013 – Merlien Qual 36026Participants
  27. 27. Berlin 2013 – Merlien Qual 36027OfflineStimuli
  28. 28. Berlin 2013 – Merlien Qual 36028OnlineStimuli
  29. 29. Berlin 2013 – Merlien Qual 360Intensiveexplanations,guidance…Critical!29When you just think about the brand Coca Cola one can say: “it is a drink, sugar, it’s in abottle, it contains bubbles, I don’t like it, to drink when thirsty,....”But when you feel the Coca Cola brand you might say:“ it’s sparkling, refreshing, butterflies in the stomach, the red generates passion,temperament... It gives the power to jump, to be free…”(!and these are the kind of responses, words and feelings we’re looking for!)
  30. 30. Berlin 2013 – Merlien Qual 360Emotionalstimuli andmood makersNecessity!30
  31. 31. Berlin 2013 – Merlien Qual 360Extra Homework
  32. 32. Berlin 2013 – Merlien Qual 36032OnlineOffline
  33. 33. Berlin 2013 – Merlien Qual 360Did you ever challengea method you feltcomfortable with?Just dare!Ronald.Laan@nl.hjheinz.com Frank.Geers@Marescon.eu

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