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MINDSLAB CREDENTIAL
2020 VER
TABLE OF CONTENT
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❑ MINDSLAB BRIEF VIEW❑ MINDSLAB TEAM❑ MINDSLAB FIELDWORK CAPABILITIES❑ MINDSLAB RESEARCH QUALITY CONTROL PROTOCOLS❑ MINDSLAB INNOVATIONS
MINDSLAB IS CERTIFIED BY
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❑ MindsLab is a corporate member of ESOMAR since 2016, which is largest market research association around the world with highest conducting code to ensure the research quality
❑ MindsLab is the one of the few Chinese market research agency has qualified as a cooperate member for ESOMAR for China market.
https://directory.esomar.org/results.php?x=0&y=0&search=mindslab&search_field=name
MINDSLAB HAS A FAST GROWING CLIENTELE
❑ MindsLab has been providing service to bothlocal and international clients.
❑ Mindslab is a P&G qualified vendor, and alsohas close cooperation with many companies,such as Liby, HFC, Infiniti, Yili, Nestle, Friso,Philip Morris, BCG and etc. Its clients coverfrom FMCG, Retail, healthcare, Homecare,Babycare, Finance and Consulting.
MINSLAB TEAM
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Boni LiuInternational Project Lead
Tian Han
Research Analyst
Erica Huang Research Director
Yvone Bai
Research Analyst
Hannah WangResearch Analyst
Frank ZhangResearch manager
Mora LeeResearch Analyst
Abby LiuResearch manager
Leah LiuSenior research analyst
Susan Yi
Research Director
Yunuo GuoResearch Analyst
Organization
Rebecca Zhang
Qualitative research Head
Co-founder
Crystal Xue
Qualitative research Head
Co-founder
James Cheng
Qualitative research Head
Co-founder
Management team
Nicky NingResearch Analyst
Experienced in-house fieldwork team
MINSLAB FIELDWORD CAPABILITY
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COVER MAJOR CITIES IN CHINA
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❑ A powerful execution network to cover more than 300 cities all over China.
❑ High standard execution process makes sure every city in China follow the same standard. Adjust accordingly to every different project.
❑ Established a completed quality control system, ensure the project quality, esp. multiple cities’ execution.
FGD VENUES OVERVIEW-Guangzhou
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FGD VENUES OVERVIEW-Shanghai
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FGD VENUES OVERVIEW-Beijing
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MINSLAB QUALITY CONTROL
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❑ Based on the characteristic of the project, we will use source from multiple channels like sample
pool, respondent’s referral. Liaison referral, online to recruit respondents who are qualified for
the research.
❑ We have an internal respondents database to screen out respondents who have attend the same
category study in the past 6 months or “professional respondents”
❑ 3 steps screening process to identify the high quality respondents ( screen out by recruiter, screen
out by project manager and screen out by research manager)
❑ All consumers will sign the data consent form before the fieldwork starts and the hard copy or the
scan copy will be submitted to Saatchi after the research
❑ A final respondent profile with key information will be submitted by the end of the research for
archive
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RECRUITMENT APPROACH
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MINSLAB INNOVATIONS
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❑ ONLINE APPROACH INNOVATIONS❑ OFFLINE APPROACH INNOVATIONS❑ IN-HOUSE TREND ANALYSIS❑ MODERATION TECHNIQUE INNOVATIONS
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It’s all about disruption
IMPROVING WHAT CONSUMERS DO TODAY
REINVENTING CONSUMER BEHAVIOR
RENOVATION INNOVATION DISRUPTION
“At MindsLab we believe
constantly innovation and in-
depth exploration to understand
the fast evolving consumers are
in our DNA”
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ONLINE APPROACH INNOVATIONS
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Mindslab introduces social media based innovative methodologies to deeply engage with millennial consumers and dig out the rich insights to meet different business
objectives
WECHAT ENTHONOGRAPHY
WHY & HOW
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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
MODERATOR ROLE
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CASE SHARING
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
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
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.
WHO deep dive-American human milk pump
CASE SHARING
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Business objective:➢ Understand consumers house cleaning
habits and concerns across major cities from north to south
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.
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
Market entry test-German house cleaning system
CASE SHARING
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Business objective:➢ Understand the millennials habits and
attitude towards sport and sportwear brand
➢ Realization a day in their life➢ Shopper study
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
Implications:➢ Using Wechat as a Realtime life sharing
tool to allow brand to participate in consumers’ life without delay
Millennial lifestyle discovery – International Sport brand
CASE SHARINGBusiness objective:➢ Product placement post-interview➢ Standardized interviews with large
quantity
Approach:➢ Using Wechat min-program and Dr-
ochat box function
Implications:➢ Multiple projects to be handled
simultaneously➢ Instant answers➢ Cost effective➢ High-speed summary/coding➢ Consistent moderation standard➢ Intelligent probing skill
Product placement test-Dr O Chatbot
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ONLINE FGD
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✓ Using exclusive platform such as VOOV, ZOOM, WEBEX 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
WHY&HOW
CASE SHARING
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Package Logo
Brand concept
✓ Zoom or Voov online meeting platform
✓ 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.
Advantages
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VIDEO STREAMING ASSITED FGD
WHY & HOW
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Business objective❑ Cover most the business
objectives from WHO, U&A, Product test to concept test
Approach❑ Fieldwork team recruit
qualified consumers based on project
❑ Set-up normal groups at different locations
❑ Clients will view the groups through WEBEX or Focus vision
Advantages❑ Efficiency of saving time and no
travel cost ❑ Screen sharing allow to inspect
details❑ Secure sharing system❑ High Quality image❑ Share screen from remote❑ Clear audio ❑ High stability of the system to
watch on the go and in the office
CASE SHARING
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✓ 360 degree capture consumers reaction and conversation
✓ Be able to show up to 9 respondents on the screen spontaneously
✓ Focus on respondents who are speaking✓ Receive the audio and video file directly
after the FGD✓ Remote viewers can also record the video
remotely without delay✓ Able to project the detail for remote
review ( advantages for product testing project)
Advantages
OFFLINE APPROACH INNOVATIONS
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Say no to boring on-street interviews! Mindslab introduces new life to traditional offline approach. We make the traditional
interception interview more fun and intriguing
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MAKE THE RESEARCH FUN
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CASE SHARING
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Business objective:➢ SK-II training team invite us to help
understand their YE consumers beauty behaviors. Thus to optimize the counter service make it more appealing and relevant to the this particular young group
Approach:➢ We renovate the traditional street
interception method to a celebrity interview show.
➢ We invite the YE consumers to enjoy the spotlight under the camera and have a celebrity experience to share their opinions
Implications:➢ Fun and interesting experience for
consumers➢ High involvement and deep insights
sharing
WHO-Understand the new consumers
IN-HOUSE TREND ANALYSIS
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In MindsLab, we don’t only learn trends but also proactively to discover the potential trends among our future consumers.
We speak the millennials’ language but we also discover the secrets of Gen-Z and post 2000s’
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Gen-Z and Post 2000s’ STUDY
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“”
我就感觉有时候我可能都不是地球人，我的思想好像和周围人都不一样
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如果你看《天空之城》，我们就是一辈子的朋友。
“ ”我就喜欢哪些第一眼看上去最好看的，也不管别的，先买了再说。
About identity
About quanzi (social belonging)
About Spending attitude
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“”
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“”
我觉得我们这一代人就是希望没有任何的负担，爱自己是最重要的
我觉得00后就感觉是时代和创新的代表，我们不能活在过去，虽然我们得缅怀一下过去，但是我觉得活在当下是最重要的
我妈就像个心理导师一样，我们也是一种队友的关系，我们经常一起打王者
About identity
About Value
About Parental relations
MODERATION TECHNIQUE INNOVATIONS
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We grow with our consumers. Consumers are not as candid and simple as before. They are bombarded by various stimuli from
different sources since the moment they open their eyes. How to better understand our consumers and explore a new approach to step into their worlds is our priority
APPROACH 1
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Business objective:➢ Trend study➢ Ideation for new concept or products➢ Co-creation with consumers
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.)
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
New idea creation-Listen to my stories
APPROACH 2
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Business objective:➢ Workshop➢ Co-creation ➢ Ideation
Approach:➢ Allow consumers to use symbols to
exemplify their ideas, emotions and experience that are not easy to be communicated through verbal
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- What is your symbol?
