Danone WaterWorld

EXPLORING THE WORLD OF WATERFusing contemporary research methods

Tom De Ruyck & Michel Rogeaux

Danone Waters: our brands

Marketing Danone Waters

Communication needs to be meaningful

& perceived as relevant by the

consumer when it comes to health benefits.

Communication needs to be supported by

science. We need to build clinical evidence.

Challenges for Danone Waters

Challenge for us, researchers:

explore

deep dive

rank

Our research design:

FUSION

methods

insights skills

8Danone | Water World Community | Quantitative Research© In

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Prelimary research & screening

Quantitativephase

Diaryresearch

Ethnographicresearch

Communityresearch

Yes

No


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Generating insights into

‘attitudes’ and ‘consumption behaviour’

1


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What happens if people don’t drink water?

(spontaneous answers)


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ng Screening for the qualitative phase2


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We would like to end the survey for the day with a kind of association game:

“Word of the Day”.

Every day we will give you two new words.

Tomorrow we will share a summary of these associations.

Deep dive …3

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Defining priorities!4

Review: relevant? credible? talkable?

Fusing towards insights

5

If I drink water…

I will re-fuel my body and have more energyMy body temperature will be lowered

During and after physical activities(quantity: two glasses)

When one feels the body temperature is rising

(quantity: a few sips)

’un coup de fouet’, energizing effect, ready to go at work again, to do your daily tasks

BenefitFilled with energy / not tired

Decrease in body temperature

Importance of the benefit

Importance of the benefit

Lo

w/H

igh

Profile differences

Consumer wordings

Consequences Markers (immediate)

Moments

Fem

ale/

mal

e

Outcomes of the project

Thank [email protected] - @tomderuyck

Business

Danone WaterWorld