Lb Qualitative Research Presentation at Insight Show 2009

Lb Mosaic methodologies

How to combine traditional qualitative tools to detect relevant insights

Presented at the Insight Show 2009

For an ethical and sensorial consumer consumption

Presented by

Laure BOISIER

Qualitative Research DirectorLb Qualitative Research

&

Severine VARVIER

Head of Market Research

Laboratoire Vendôme – company

Case study Le Petit Marseillais with Lb Mosaic methodologySeverine VARVIER ‘s testimonial

Traditional qualitative research methods must be upgraded

An holistic approach can help detect better insights

Other types of Mosaic methodologies

Danone Research - Johnson & Johnson Baby

Case study Le Petit Marseillais with Lb Mosaic methodology

.

End of 2008, Le Petit Marseillais wonders about entering a new market This market - which will stay confidential - is highly mature in France

To be up to the challenge, the brand needed a strong knowledge of current consumers behavior on this market

With us, they decided to get back to “upgraded” basics with our Lb Mosaic methodology

History of the research with Le Petit Marseillais

Putting the participant in a trustful environment

Getting intimate into its real life

Understanding deeply its choices and believes

Starting to assess concept texts

1

What was the methodology about ?

12 In depth interviews

3 groups

Diaries online over a week

1

2

3

In home observations

Video making

New insightsConsumers Knowledge

What was the methodology about ?

12 In depth interviews

3 groups

Diaries online over a week

1

2

3

In home observations

Video makingAllowing participant to express their feeling

while showing us their habits

Collecting non verbal Information

1

New insightsConsumers Knowledge

What was the methodology about ?

12 In depth interviews

3 groups

Diaries online over a week

1

2

3

In home observations

Video making

Observing behaviors variations over a week

(esp. the week end)

No interviewer intrusion

Allowing consumersto supply contents directly exploitable

2

New insightsConsumers Knowledge

What was the methodology about ?

12 In depth interviews

3 groups

Diaries online over a week

1

2

3

In home observations

Video making

Favoring opinion sharing

Favoring new ideas rising

Working improvements on concept texts

3

New insightsConsumers Knowledge

Combining the tools Choosing one tool only

Our methodology was indeed relevant

Consumer has become a very complex person

A holistic approach of consumers behavior

is necessary

This way you collect verbal & non verbal information,

and confirm learnings from one step to another

You could be missingsome aspects of your

consumer life(ex. Gestures)

Consumer is not any more only at home, only on internet or only interacting with others

Very restrictive vision of the consumer

To get a very global vision on a market the brand hadn’t explored before

This methodology allowed the brand to really go in depth in understanding some new consumer behaviors

At every step of the research, the brand could adapt the contents and adjust if any thing was missing

Furthermore the teams could develop some strong convictions regarding the consumers, and detect relevant insights

Le Petit Marseillais Testimonial

Lb Mosaic methodologyUpgrading Traditional qualitative research

We still believe in traditional qual

They’ve demonstrate their relevance

Direct contact helps to understand people

better and easier

They are still up to date : - spontaneous reactions

- non verbal communication- favors the development

of trustful and warm relations

Internet is now a necessity It is part of all consumer life

Consumers can be reach more easily & widely using

the Internet

The possibility for consumers totell us the hidden part of their life(no person to judge in front of them)

To get some writings contents

We believe as well in online methods

Back to “Upgraded” basics : Mosaic Methodologies

Combining tools in steps

“A program” : can be built up step by step

It is not linear : teams can add some contents anytime

Better insights will emerge

Maturation of the insights through the researchTeam will develop convictions

very flexible approach : can be readjust on the “flow” an overall understanding

Mixing Traditional + Online

Allow to take advance of the assets of the two approaches

Give a holistic vision that allow empowering of new insights

The drawbacks of the Mosaic Methodologies

Need some time

(at least one month fieldwork)

Could be less cost effective

It should need more implication of the teams than an other method

It cannot be completely contracted out

Needs of very senior researchers for handling project

- that should be capable to moderate in depth, groups, design on line diaries…

Lb Mosaic methodologyOther examples

Favoring opinion and experiences

sharing

Favoring risingof new ideas

Creating a friendly moodin preparation forthe second group

2 weeks later

1

Johnson & Johnson Baby

2 Focus groups

Interactions with a sketcher

Diaries online over 2 weeks

1

2

2 Focus groups3

Insights

Johnson & Johnson Baby

2 Focus groups

Interactions with a sketcher

Diaries online over 2 weeks

1

2

2 Focus groups3

Observing behaviors variations and evolutions

over 2 weeks

Collecting more intimateInformation

Collecting information at a specific moment

of their life (the baby bath)

2

Insights

Johnson & Johnson Baby

2 Focus groups

Interactions with a sketcher

Diaries online over 2 weeks

1

2

2 Focus groups3

Same consumers come to the 2nd session

Favoring experiences sharing

Collecting more intimate confidences thanks to

the friendly environment

3

Insights

Johnson & Johnson Baby

2 Focus groups

Interactions with a sketcher

Diaries online over 2 weeks

1

2

2 Focus groups3

Setting down immediatelyconsumers feelings

Showing them the resulting drawings to re-adjust

immediate creation of a pack in accordance to their expectations

3

Insights

First contact to understand consumers

needs, and expectations

Exploring deeply their choices, their career

and believes

1

Danone Research

14 in depth interviews

10 persons : large group

1

2

Insights

Danone Research

14 in depth interviews

10 persons : large group

1

2Favoring

opinion sharing

Favoring new ideas rising

Working improvements of career

development offers

2

Insights

Thanks for your attention !

We warmly thank Le Petit Marseillais

Part of the Johnson & Johnson group

For an ethical and sensorial consumer consumption