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Qualitative Innovation Sharing
-Prepared by MindsLab
© 2018 MindsLab. All rights reserved. Contains MindsLab' Confidential and
Proprietary information and may not be disclosed or reproduced without the
prior written consent of MindsLab.
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02
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Background
Methodology Innovation
Moderation Techniques Innovations
Field work
Background
Millennials and Gen Z are the Now and Next Core target
consumer groups for brands
211 million Chinese
millennials
50% of millennial check
their phone every 15
minutes
90% of millennials
spend quality of time on
social media-QQ, Wechat or
Weibo
An innovative qualitative approach is needed to be
relevant for the new generation
Millennials and Gen Z are born and live on social media.
To understand them, a more social media driven qualitative approach
should be implemented
MindsLab Methodology
Innovations
Mindslab introduces social media based innovative methodologies to
deeply engage with millennial consumers and dig out the rich insights to
meet different business objectives
Mindslab innovations
Mindslab innovations
Business objective
 Expect to understand consumers’ life in real time
 Instant share and feedback
 Dynamic answer covers various media forms ( voice,
images, photos and videos)
 Wide range topics
 Cost saving
Business objective
 Test confidential materials from remote
 Simultaneously translation
 Instant feedback
WeChat group
discussion
Online FGD with
exclusive platform
Why and How to conduct Wechat group discussion?
Business objective
 Dig out consumers real life
experience and emotional
scenarios
 Identify new market/ new idea
opportunities
 Explore market trend and digital
content preference
Approach
 Fieldwork team recruit qualified
consumers based on project
 Set-up Wechat groups
 Moderator design Wechat
specific discussion guide with
precise probing questions
 Invite consumers to share
images, voice and videos
Advantages
 Efficiency of saving time and no
travel cost
 A wide range of topics
 A snapshot of consumers life
 Realtime sharing
 Cover a variety of media
Role of moderator to oversee the project
Role or moderator to ensure participation
 WeChat exclusive discussion
guide will be designed to
ensure the flow and
information coverage
 Moderator will work together
with fieldwork team to
ensure the participation of
consumers. For example @
consumer who doesn’t
participate during the
discussion or send direct
message to the fieldwork
team to remind consumers to
engage
 Constantly motivate
consumers to share using
consumer language.
Pre-defined questions Use @ to remind and
encourage consumers
Using WeChat language
WHO deep dive-American human milk pump
Approach:
 Moms are invited to share their
amazing breastfeeding stories
with a group of moms that at the
same stage
 Moms are spontaneously sharing
their life during the day and night
Business objective:
 Understand the most intimate
moments between moms and
their newborns
 Dig out the most amazing
emotional moments that moms
are proud of during breast
feeding
Implications:
 Wechat group chat ensure the
privacy that allow moms are free
to share
 As the flexibility of the Wechat
nature, moms can share their story
at the moment.
Market entry test-German house cleaning system
Approach:
 4 Wechat groups have been set
up based on consumers location.
 Consumers are invited to
participate in the discussion for
30 mins everyday for 4 days. Each
day a specific topic is discussed in
the group.
Business objective:
 Understand consumers house
cleaning habits and concerns
across major cities from north to
south
Implications:
 Short discussion time and a single
topic for each session to keep
consumers highly engaged and
participate
 Compressed research schedule to
supply insights in short period
Millennial lifestyle discovery – International Sport brand
Approach:
 Apply both individual Wechat
interview and group interview
 Consumers are invited to share
their daily sport life on Wechat to
allow real time sharing
 Group chat will deeply dig out the
topic that are most interested by
the brand
Business objective:
 Understand the millennials habits
and attitude towards sport and
sportwear brand
 Realization a day in their life
 Shopper study
Implications:
 Using Wechat as a Realtime life
sharing tool to allow brand to
participate in consumers’ life
without delay
Product placement test-Dr O Chatbot
Approach:
 Using Wechat min-program and
Dr-ochat box function
Business objective:
 Product placement post-interview
 Standardized interviews with
large quantity
Implications:
 Multiple projects to be handled
simultaneously
 Instant answers
 Cost effective
 High-speed summary/coding
 Consistent moderation standard
 Intelligent probing skill
 Using exclusive platform such
as QQ to leverage its unique
feature: sending video, picture,
voice message and text
message.
 The platform provide fast
response and more flexibility.
Using the most
powerful exclusive
platform
Applicability of Online FGD
It can be applied to …
 Ideas need to be revised and
tested simultaneously
 Instant feedback to draft idea
 Primary understanding on
certain topics among
respondents.
 Conduct the research
without geographic
restrain.
 It allow clients to revise
test materials on site and
test immediately
 Time Cost Saving
Superiority of Online
FGD
Online FGD
 Receive instant feedback from
respondents and client will
revise the material
accordingly.
 Second test is conducted
instantly after revision.
 Simultaneous translation is
conducted on site
 Video recording is conducted
through other software.
Online FGD
Package
Logo
Brand concept
Online FGD
Advantages
Online FGD
 Receive instant feedback from
respondents and client will revise
the material accordingly.
 Second test is conducted instantly
after revision.
 Simultaneous translation is
conducted on site
 Video recording is conducted
through other software.
MindsLab Moderation techniques
Innovations
New idea creation-Listen to my stories
Approach:
 Aligned with client what expected to
cover in ‘personal story’ is very key
(guideline is MUST)
 Encourage and stress-relief are the
tasks of moderator
 Prepare necessary props to enhance
the atmosphere is essential
(stage/cameras etc.)
Business objective:
 Trend study
 Ideation for new concept or
products
 Co-creation with consumers
Implications:
 Allow consumers to highly engage in the
whole process and build up their
ownership
 Encourage consumers to share their
ideas, opinions and experience in a
holistic approach
 Leverage objects and mediators to
motivate new ideas
Projection 2.0- What is your symbol?
Approach:
 Allow consumers to use symbols to
exemplify their ideas, emotions and
experience that are not easy to be
communicated through verbal
Business objective:
 Workshop
 Co-creation
 Ideation
Implications:
 Creative approach to understand the
deep meaning or emotional associations
behind each symbol
 Replace or supplement traditional
collage or imagery approach
Projection 2.0- Be my idol
Approach:
 Prepare the pictures of celebrities in
various industries, with distinct social-
icon, to inspire consumers
 Balance gender/nationalities for better
relevance
Business objective:
 Who understanding
Implications:
 Understand the expected self-image of
the consumers and their ideal lifestyle
and life status
 Understand the gap between reality and
ideal self to fulfill the needs in-between
Fieldwork
Further inquiry please contact:
Crystal.xue@mindslab.cn
Boni.liu@mindslab.cn

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Qualitative Innovation Sharing: Social Media Methods

  • 1. Qualitative Innovation Sharing -Prepared by MindsLab © 2018 MindsLab. All rights reserved. Contains MindsLab' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of MindsLab.
  • 4. Millennials and Gen Z are the Now and Next Core target consumer groups for brands 211 million Chinese millennials 50% of millennial check their phone every 15 minutes 90% of millennials spend quality of time on social media-QQ, Wechat or Weibo
  • 5. An innovative qualitative approach is needed to be relevant for the new generation Millennials and Gen Z are born and live on social media. To understand them, a more social media driven qualitative approach should be implemented
  • 7. Mindslab introduces social media based innovative methodologies to deeply engage with millennial consumers and dig out the rich insights to meet different business objectives Mindslab innovations
  • 8. Mindslab innovations Business objective  Expect to understand consumers’ life in real time  Instant share and feedback  Dynamic answer covers various media forms ( voice, images, photos and videos)  Wide range topics  Cost saving Business objective  Test confidential materials from remote  Simultaneously translation  Instant feedback WeChat group discussion Online FGD with exclusive platform
  • 9.
  • 10. Why and How to conduct Wechat group discussion? Business objective  Dig out consumers real life experience and emotional scenarios  Identify new market/ new idea opportunities  Explore market trend and digital content preference Approach  Fieldwork team recruit qualified consumers based on project  Set-up Wechat groups  Moderator design Wechat specific discussion guide with precise probing questions  Invite consumers to share images, voice and videos Advantages  Efficiency of saving time and no travel cost  A wide range of topics  A snapshot of consumers life  Realtime sharing  Cover a variety of media
  • 11. Role of moderator to oversee the project
  • 12. Role or moderator to ensure participation  WeChat exclusive discussion guide will be designed to ensure the flow and information coverage  Moderator will work together with fieldwork team to ensure the participation of consumers. For example @ consumer who doesn’t participate during the discussion or send direct message to the fieldwork team to remind consumers to engage  Constantly motivate consumers to share using consumer language. Pre-defined questions Use @ to remind and encourage consumers Using WeChat language
  • 13. WHO deep dive-American human milk pump Approach:  Moms are invited to share their amazing breastfeeding stories with a group of moms that at the same stage  Moms are spontaneously sharing their life during the day and night Business objective:  Understand the most intimate moments between moms and their newborns  Dig out the most amazing emotional moments that moms are proud of during breast feeding Implications:  Wechat group chat ensure the privacy that allow moms are free to share  As the flexibility of the Wechat nature, moms can share their story at the moment.
  • 14. Market entry test-German house cleaning system Approach:  4 Wechat groups have been set up based on consumers location.  Consumers are invited to participate in the discussion for 30 mins everyday for 4 days. Each day a specific topic is discussed in the group. Business objective:  Understand consumers house cleaning habits and concerns across major cities from north to south Implications:  Short discussion time and a single topic for each session to keep consumers highly engaged and participate  Compressed research schedule to supply insights in short period
  • 15. Millennial lifestyle discovery – International Sport brand Approach:  Apply both individual Wechat interview and group interview  Consumers are invited to share their daily sport life on Wechat to allow real time sharing  Group chat will deeply dig out the topic that are most interested by the brand Business objective:  Understand the millennials habits and attitude towards sport and sportwear brand  Realization a day in their life  Shopper study Implications:  Using Wechat as a Realtime life sharing tool to allow brand to participate in consumers’ life without delay
  • 16. Product placement test-Dr O Chatbot Approach:  Using Wechat min-program and Dr-ochat box function Business objective:  Product placement post-interview  Standardized interviews with large quantity Implications:  Multiple projects to be handled simultaneously  Instant answers  Cost effective  High-speed summary/coding  Consistent moderation standard  Intelligent probing skill
  • 17.
  • 18.  Using exclusive platform such as QQ to leverage its unique feature: sending video, picture, voice message and text message.  The platform provide fast response and more flexibility. Using the most powerful exclusive platform Applicability of Online FGD It can be applied to …  Ideas need to be revised and tested simultaneously  Instant feedback to draft idea  Primary understanding on certain topics among respondents.  Conduct the research without geographic restrain.  It allow clients to revise test materials on site and test immediately  Time Cost Saving Superiority of Online FGD Online FGD
  • 19.  Receive instant feedback from respondents and client will revise the material accordingly.  Second test is conducted instantly after revision.  Simultaneous translation is conducted on site  Video recording is conducted through other software. Online FGD Package Logo Brand concept Online FGD Advantages
  • 20. Online FGD  Receive instant feedback from respondents and client will revise the material accordingly.  Second test is conducted instantly after revision.  Simultaneous translation is conducted on site  Video recording is conducted through other software.
  • 22. New idea creation-Listen to my stories Approach:  Aligned with client what expected to cover in ‘personal story’ is very key (guideline is MUST)  Encourage and stress-relief are the tasks of moderator  Prepare necessary props to enhance the atmosphere is essential (stage/cameras etc.) Business objective:  Trend study  Ideation for new concept or products  Co-creation with consumers Implications:  Allow consumers to highly engage in the whole process and build up their ownership  Encourage consumers to share their ideas, opinions and experience in a holistic approach  Leverage objects and mediators to motivate new ideas
  • 23. Projection 2.0- What is your symbol? Approach:  Allow consumers to use symbols to exemplify their ideas, emotions and experience that are not easy to be communicated through verbal Business objective:  Workshop  Co-creation  Ideation Implications:  Creative approach to understand the deep meaning or emotional associations behind each symbol  Replace or supplement traditional collage or imagery approach
  • 24. Projection 2.0- Be my idol Approach:  Prepare the pictures of celebrities in various industries, with distinct social- icon, to inspire consumers  Balance gender/nationalities for better relevance Business objective:  Who understanding Implications:  Understand the expected self-image of the consumers and their ideal lifestyle and life status  Understand the gap between reality and ideal self to fulfill the needs in-between
  • 26. Further inquiry please contact: Crystal.xue@mindslab.cn Boni.liu@mindslab.cn