Danone Water World Community

Danone | Water World Community | Smartees workshop

Prepared by: Nanno Palte, Director Market Insights, InSites Consulting
Tom De Ruyck, Connected Research Manager, InSites Consulting

For: Michel Rogeaux, Senior Expert Consumer Science, Danone

October, 2009

Water challenges at DANONE

Introduction fusion research

User created brainstorm

Ethnography & discussion forum

Dive into (selection of) results

DANONE key learnings
© InSites Consulting

Smartees – taking consumer insights forward 2

Water Challenges at Danone


Key challenges for DANONE Waters

Understanding the use of water in daily life

Highlight consumer expectations for water consumption
Determine main consumer perceived benefit

Important to focus science objectives to prove and understand effect of
water

Final output : justify that water can bring real benefits for consumers


Introduction fusion research


Surveys
Emotion
Implicit
questions
Emotion
measurement

Me User-created We
Post-it Exit Forum
brainstorming
Explicit
questions User-coded
open ends

Ratio


Discussions
Synchronous
Online duo
interviews
Online 1-to-1
Online discussion
interview
groups

Me We

Individual
blogs Discussion
forum
Group
blogs

Asynchronous


Observations
Natural
Secondary
company Social media
data netnography

Daily 2.0

Me Multi-media
Online safari We
ethnography

Deprivation
Activation

Lab


Phase 1: Kick-off meeting & User Created Brainstorm

Phase 2: Quantitative survey (diary approach)

Profiling & segmentation of water drinkers
Screening for the explorative phase

Phase 3: Exploration of drivers for water consumption

Online ethnography
Discussion forum


User created brainstorm


User-created brainstorm
Questions

1. Why do people drink non alcoholic
beverages in general?

2. On what occasions and situations do
people drink water?

3. Why do people drink water in particular?

4. What happens, psychologically and
physically, if people don’t drink water?


If people don’t drink water...


Concept ofBrainstorms
User-created user-created brainstorm

1.Creation 2.Contextualization 3.Propagations

Participant is
asked to
Participant
indicate which Participant digs
gives his own
of his own the best ideas
ideas about a
ideas is not in the study list
subject
present in the
study list yet


User-created Brainstorms
1

2

3


Evaluated relevance Interpreting results user-created brainstorm

Challengers Winners

Dehydration

Dry mouth

Malfunction of the body
Kidney problems
No loss of toxics
Fatigue
Dark urine Headache
Dry skin
Digestion
Constipation Sore muscles Lack of vitamins, Loose
Migraine Minerals, salts weight
Cramps
Loss of concentration
Guilty feeling Breastfeeding less
Fever productive
Stress Painful urination mood
Bad
Sickness Less sweating
High Risk Low potential

Sample size

Ethnography & forum discussion


360° ethnography
= type of observational research where research participants are asked
to observe their own environment by taking pictures and video’s.
Through a blog and interactive commenting tools, they are able to
comment on their observations.

Traditional 360° ethnography
ethnography
Context

Context 00
Participant

Participant
Partici

Researcher

Agent Researcher Client
ideation


360° ethnography
Process

Kick-off online Participant Participant Researcher Forum
Autodriving
discussion group observation interpretation analysis discussion


Ethnography methodology
Research participants


360° ethnography
Process

Autodriving


360° ethnography
Process

Autodriving

Story about
picture

Upload
picture
Tag

funtion


360° ethnography
Process – different angles of analyses

Autodriving

Wake up & become active
• je viens de me lever et comme d’habitude je bois un verre d’eau pour
commencer la journée

Flat versus sparkling Intensity of thirst Other comments
Bottle vs glass vs carafe Weekend vs week BRINTA
Tap vs mineral Fast vs slow
Brand Habits

Small vs big sips Temperature


360° ethnography
Process – different angles of analyses

Autodriving

Consumer profile Product usage

Most heavy Less heavy water Glass Big bottle Small
water drinkers drinkers (1l500 – water bottle
(2l000 - 4l117) 1l917)

Big sip Small sip

Tap water Mineral
water

360° ethnography
Process

Autodriving

EMOTAGS

BREAKING


360° ethnography
Process

Autodriving

Message
from
moderator

Profile

Tag Message
funtion from
moderator


360° ethnography
Process

Autodriving

RECOGNITION?

REMAINING
QUESTIONS?

ACTIONABLE?


Dive into some results


Markers for water consumption
Overview

MENTAL

PHYSICAL


1
If I drink water, I will...
... wake up better
...have a better night of sleep

Brain

Throat Mouth

Stomach

Kidney


1
Wake up better

C’est le meilleur car après un nuit de sommeil il faut
absolument se réhydrater , il a pour effet de rincer la
bouche et l’organisme. Il est aussi là pour recharger les
batteries

ça me fait du bien car ca m’ humidifie
la bouche et cela me permet de
prendre le petit dèj en ayant envie de
manger quelque chose.
c'est comme la crème que l'on met
quand on se sent sèche de la peau, ça
hydrate de l'intérieur et fait un bien
fou. L‟effet d„élimination des toxines
par les pores de la peau.
Je me suis levé sans boire et donc sans
me rafraîchir les idées et cela ne m’a
J’ ai besoin de me réveiller réelement et de me raffraichir. Boire a ce pas aidé à attaquer ma journée du bon
moment là m’ a changé les ideés et m’ a fait oublier que je m’ étais levé pied,
tôt et que j’étais fatigué.

Mon corps va être tellement
reveillé que je vais avoir une envie
subite d‘aller aux toilettes. Mes
reins ont très bien fonctionné sur
ce coup là. Je me sens bien et
près à faire ma journée

cerveau en éveil

Wake up better

Water leads to activation

Water leads to hydration on the short term

Water leads to elimination


1
Sleep better

je me sens fatigué, je vais bientôt me
coucher il faut boire pour ne pas avoir
soif la nuit et ça prépare à se détendre
afin de mieux s'endormir

Cette eau me rafraîchit la
bouche et m‟ enlève le
goût pateux dû a la
cigarette, et me prépare
mentalement pour la
nuit. Je suis maintenant
Mon eau est à porté de main, et ça me prêt pour dormir. Surtout
rassure car je sais que si jamais je que je sens que l‟eau
ressens une autre secheresse ou un descend et je la sens
manque ou bien une énorme soif, j‟ai ce arriver dans mon ventre
qu‟il faut.Je suis apte à dormir ça fait un bruit bizarre, lol
correctement.
Voila c est l heure de pendant que je bois je sents l’eau passée
dormir et le dernier dans la bouche et la gorge, ca me donne
moment de boire l’impression que ca me nettoie la bouche
avant de dormir ces de toutes les impuretées que l’on peut
gorgees vont me avoir accumulé pendant la journée.
mettre en phase pour après avoir bu, je me sens plus propre de la
rejoindre les rêves et bouche et prête à dormir.
je serais bien dans
tout mon corps


Wake up better & Sleep better

Water leads to (de)activation

Water leads to hydration

Water leads to elimination Thoughts

Smells
Taste

Food


6

If I drink enough
water, on the long
term I will...
• have better skin
Vd • more healthy hair
• less often throat pain
Head Hair • less often headaches
Throat Skin • more flexible muscles

Muscles


If I drink enough
water, on the long
term I will...
• have better skin
Vd • more healthy hair
• less often throat pain
Head Hair • less often headaches
Throat Skin • more flexible muscles

Muscles


DANONE Key learnings


Action

Physical

Sensory

Elimination Hydration

Mental
Relaxation

Prioritization

The goal of the study was to identifying physiological & mental markers related to the water consumption of
heavy water drinkers
In total we defined 20 markers that lead to over 60 hypothesis
In order to prioritize, several measures were calculated
– # respondents that mentioned certain marker
– # times a specific marker was mentioned (multiple times per respondent)
# average time

Removing unhealthy
Digestion substances

Control eating behaviour

Concentration Wake up (wash away rests +
wake up)
Temperature regulation
Manage negative Stress
emotions Better sleep
Planning
Creativity Muscles Energy boost
Throat pain Headache Security & autosatisfaction
Healthy hair Better skin Healthy pleasure

# participants

Validity & parallels with other research done at Danone

The grid of markers detected with InSites Consulting appears also in other surveys

Test based on diary study & face-to-face in depth interviews in 4 countries
Consumer survey based on specific water consumption with prompted questionnaire

 EXTERNAL VALIDITY

Cross analysis
Internet media allows us to go in details, to have an real interaction with consumers

Probably, “Face to face interview” & “diary on paper” allow the consumer to express in an
another way


Action plan

Cross analysis with others tests

Selection of markers, taking account :
Marketing strategy
Based on consumer interest
Capacity to get an objective evaluation of the impact
– Based on science &/or published Questionnaire…

Prove effect on consumer surveys

Communication


Key learnings for Danone / method

WE SUCCEED TO DETECT SEVERAL HYPOTHESIS

For us 3 main success criteria of the approach are:
Process in several steps
• The fact to organise the test in several steps is very pertinent
• Allows to precise questions, to progress in the analysis
• Allows us to improve consumer selection

Long term & use
• The fact to base comments on real consumption, real situations highlight
real insights

Use of words, image
• The possibility to explain the benefit with several means is key

• The use of projective step, diary seems very well adapted



michel.rogeaux@danone.com
nanno.palte@insites-consulting.eu

Danone Water World Community

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