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Lumière ProfileAugust 2014
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www.lumieresolutions.com
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In-depth consumer understanding - unearthing motivations, identification of nascent or unmet needs - is at the core of what we do.
Over 150 research projects in a year.Over 80% of our work is repeat business from our clients.
Our proprietary work flow process ensures every deliverable meets client expectations.
N-Light© Stride
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Media FMCGPharmaHealthcare
RetailTelecom Consulting Banking Auto
Pan India coverageExperience in all key
Indian languages
Projects completed in South Asia, South
East Asia, Middle East, Africa
What makes this possible?
Team of 40 employees & consultantsvaried experience across domainsworking in seamless collaboration
owning a project to deliver the best
Spirit of partnering with clients and employees. Invest in the lifetime value of relationships
Work practice code called ‘The Lumière Way’ – Simple human values– Strong work ethics– Collaborative work culture
EducationSocial
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Consumer Needs,
Segments, Profiling
Product Testing/ Sensorials
Brand & Communication
Category & Competition
MarketOrganizational Culture• Leadership• Pride• Diversity & Inclusion• Change management• Safety [Organization;
Women]• Mentoring• Employee
Engagement
External
Employee Skills
Key areas of research
Internal
Culture
Our Strengths
Committed & Effective
Superior hypotheses generation with in-depth sectoral understanding;
taking good briefs
Flexible, speed, innovative, proactive, responsive
Smart solution orientation
Long term value proposition to clients
Customized techniques
Strong process orientation and project management
capabilities
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Our Strengths
24-hour clock of the consumer and her concerns, aspirations and challenges
across urban & rural centers, cutting through the entire age and SEC
actionable recommendations
understand client business, research problem and objectives across briefs initiated by consumer insights and business teams - Promoters, Private Equity firms, General Management, Sales & Marketing, R&D, HR, Training, Administration
customer satisfaction resulting in 150+ projects a year with 80% repeat business quality work within agreed timelines and recommended MR codes
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How Do We Achieve This?
Depth and width of function and domain understanding
multi-disciplinary tools/ techniques for data
collection, analysis & next steps
Learning Monday sessions Lectures and workshops with internal and external faculty
Experienced in a range of business processes,
practices and problems
Create/ practice global best practices for clients
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Qualitative Research
Quantitative Research
Mobile Research
Social Media
Consulting
FMCGHR &
Consulting
Realty
Pharma
Electronics
Retail
Telecom
Auto
BFSI
Mfg
Auto
Media
Lumière Way
Superior hypothesis generation with in-
depth sectoral understanding
Flexible, speed, innovative, proactive, responsive
Smart solution oriented
Long term value proposition
Customized techniques
Technology adoption
Strong process orientation and
project management
Continuous Improvement
Continuous Improvement
NLight® IndexNLight® Stride
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N-Light© Stride
Lumière is a process oriented organization. For every process there are milestones defined
which help check the efficiency of the work completed. Each activity is defined in a detailed work flow which
helps steer and guide the project to completeeach milestone successfully.
Proper checks are put in place to monitor whether the project has complied with all requirements.
Areas of Expertise
Business Solutions
Business Growth
Concerns & Opportunities
Mapping
Corporate Identity, Image
& Communicatio
n
Leadership Profiling
Service Philosophy
Development
Spatial Identity and Association
Succession Planning
Areas of Expertise
ConsultingBrand Equity
workshop
• Way forward on brand and re-crafting the brand key
Creativity workshop
• Brand ideation
• Customer empathy workshop
Innovation workshop
• Generating new ideas & insights
Brand Communication
Workshops
• Brand communication ideas exploration
Creativity & Ideation
Consumer centricity workshops, programs,
train the trainer
Proprietary Research Tools [1/3]
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N-Light© Watch
• Ethnography
N-Light© Behaviour
• Usage & Attitudes
N-Light© Flash
• Technique to zero-in on the moment of truth in purchase or usage behaviour
N-Light© Connect
• Customer understanding, to help identify the distance between perception & reality for empathy building among stakeholders
N-Light© Viewer Access
• Diagnostic test and track tool
N Light© ID
• Consumer and brand profiling tool
• Helps understand brand positioning as well as consumer motivations
Consumer Understanding
Proprietary Research Tools [2/3]
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N-Light©
IdeaCon•Idea Evaluation
N-Light© ChronoTest
•Formulation & Product Testing (On site, in use, extended use, panels)
•Concept Testing & Full mix testing (Benefit/Reason to Believe; Proposition; Concepts + Product)
N-Light© AdTest
•Advertising Testing using Narramatics, Storyboard, Animatics, Finished Film stimuli
N-Light©
Pack•Pack Testing (Concept, Mock-ups, Finished Pack)
Brand Dynamics
•Brand Mapping; Brand Extensions; Brand & Value Migration; Brand Equity
Semiotics
• Semiotics exploration and decode of the category and brand
N-Light© Suite Product, Brand, Communication
Proprietary Research Tools [3/3]
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Resource Management
• Exit Interviews Process Management
• Leadership Concerns/ Issues
• Career Growth Concerns
• Career Framework
• Mentoring Needs Mapping
Organization Management
• Organizational Teamwork & Winning Teams
• Organizational Safety Studies
• Organizational Climate Studies – exploratory & diagnostic
• Diversity Mapping & Solutions
• Work life Balance
Function Management
• Marketing Training & Need Gaps
• HR Transformation
N-Light® People
N-Light© Calibrate• N-Light © Calibrate is a rating tool developed to build indices• Benefits of using Calibrate and Index:
– It gives a measure of appropriateness– It allows to provide levels of differentiating granularity – It helps in identifying distance across all product samples for an attribute and for a
parameter• The parameters and attributes of the index can be customised as per project
requirements • Applications: Product Testing, Communication Testing, Develop algorithms for location
testing, rating of industrial training institutes
N-Light © Calibrate
Product TestingIndex
•Attribute 1
•Attribute 2
Parameter 1
•Attribute 1
•Attribute 2
Parameter 1
•Attribute 1
•Attribute 2
Parameter 1
Computer Aided Research
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N-Light© CATI
• Computer-assisted telephone interviewing
• Computerized questionnaire is administered to respondents over the telephone
• Interim reports compiled instantaneously, as the data is collected
N-Light© CAPI
• Computer-assisted personal interviewing
• Questionnaire is administered face-to-face using laptop screen to read the questions and input the answers.
• The computer loads the questionnaire script, which automates coherence and enables quota management.
N-Light© CAWI
• Computer-assisted Web interviewing
• Questionnaire appears in the browser as a web-page
• The answers for the questionnaire get immediately to the main server so the data collection and the results can be tracked continuously.
N-Light© Suite Computer Aided Research
Online Research: Lumière Discussion Forum (Online FGDs/ Online Panels)
• Methodology enables communication with respondents using the online medium.• Respondents of the required profile with functional computer and internet operational
knowledge and access, are recruited through the conventional recruitment procedure and snowballing.
• They receive invites to register on the Lumière Discussion Forum (a facility available on Lumière website).
• After having registered, a username and password is generated and mailed to them.• They are invited to come online on a pre-decided date and time. • Researcher moderates the groups online.
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Online Research: Lumière Discussion Forum – Key Benefits
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Client
• Multiple team members can observe from any location
• Facility of sending private messages to the moderator.
• OPE costs for travel & stay are eliminated
Agency
• Travel time eliminated • Transcripts available
immediately post discussion• Discussions across multiple
centres, on the same day.• Respondent wise
information available
Respondent• Participate from the comfort
of their homes• Anonymity enables candid
sharing
Breaks time and distance barriers Creates freshness in approach and engagement Encourages newer cohorts to participate who are otherwise unwilling to
participate at central venue.
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Why Online discussion?
Reach population who are unwilling to participate in face to face discussion Sensitive topic of discussion Respondents hesitant to share their identity Larger population to be covered Faster results required Reduce costs by eliminating travel time and cost
Areas of Application:
• Quick post launch reactions across centres• Speedy reactions to animatics/ finished film• Idea generation/ Exploratory study• Concept testing• Packaging study
Lumière Mobile App
Key Benefits• Competitive advantage• Instant output – faster analysis sans time lag• Saves time and effort• Reduces cost• Builds relationships• Increases accessibility• Can run on a tablet or smart phone
Areas of Application• Retail audit• Connect with on-the-go customers• In-built within communication, packaging, product
testing• Customer satisfaction surveys
Lumière Mobile App is a software application designed in-house by Lumière enables quick data collection
Uses the Android platform & internet connection
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Social Media Research: Why?
Operationally efficient
• Fast, iterative research• Learning on areas not
covered in research, due to time and budget constraints
Intrinsically advantageous
• Effective use of the two-way engagement of social media
• Build relationships with customers through a new approach to online research
• Can listen and talk to people who may have never participated in traditional forms of market research
• Research that is more intimate and builds with each interaction
• Constant feedback instead of episodic interaction
Complement to traditional research
• Additional tool which enhances traditional research - helps gathering of different perspectives and make better informed decisions
• Informs more traditional methods of research
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Social Media Research – Suggested Areas of Research
• Segmentation– Understand existing segments more intimately and in real
time– Micro-segment them further– Discover new segments w.r.t. brand and/or category
• Consumer Profiling– Enhance understanding of consumer profiles
• Fan base Profiling– Identify if the desired TG comprises a major % of the fan base– Identify reasons for engagement among desired TG
Ad Testing Packaging Testing Concept Testing Product Testing
Test Marketing Interest and purchase intentions
Opinions, attitudes and behaviours in
specific areas
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Social Media Research – Outcome and Way forward
• Output from Social Media Research can be used in various ways– Activate online communities that can act as brand
advocates– Engage differently with different consumer
profiles across social and traditional channels – Devise more relevant product and service
offerings for the different segments for marketing, communication and promotions
– Provide a delightful customer service experience
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Social Media Research Methodology
ARE YOU LISTENING?
Facebook Panels Social Media Listening Surveys
Facebook Questions/Polls Netnography
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1: Facebook Secret Group
An online platform which is familiar Group of all strangers, hence easier to open up online Identity hidden Secret group. Does not appear in Facebook searches. Posts do not appear anywhere else
except the group wall. The online medium enables effective use of interactive stimuli like pictures and videos etc. Asynchronous discussions with consumers - eliminates schedule as a constraint
Social Media : Facebook Groups
2: Online Interaction
Continuous engagement and interaction with panellists … almost 15x7
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Lumière Secondary Research Desk: Composition & Working
The Secondary Research Desk collects, manages, retrieve information
from different media sources across topics from a comprehensive databasefor better decision-making through reliable information
From Informed hypotheses, to robust conclusions
Dedicated desk to manage requests
Proper process in place to retrieve and manage information
Quick and reliable information
Information from all industries and
variety of sources
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Lumière KM Desk: A Game Changer
Information required on
topic A
Lumière equipped
with
Social media sites
Desk research
In-house library
Referred data from
Analyse and use information for
research
Robust tool with reliable and varied information
supported by strong data archive and efficient indexing mechanism
The KM Desk activated as project pre-work for domain/ category understanding,
context and problem exploration, Results in rich and robust recommendations.
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Enabling Technology at Lumière (1/2)
• Web streaming of fieldwork– Enables observation of research by overseas or distant client
• Data Analysis Tools– Online Transcription for quick turnaround of project– Video tools for conversion– Audio tools for editing, enhancing sound– Video screen capture tools– Use of virtual space for upload of digital sound/video files for quick
turnarounds– Use of tools and software for advanced analysis & interpretations– Online Tools to fetch videos available in the public domain
• Tools to enhance the experience and aesthetics of debriefing– Video Clips/ Movies help bring alive consumer stories and quotes
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Enabling Technology at Lumière (2/2)• www.lumieresolutions.com
– Secured access on need-to-know basis• General public• Client – Archives and Knowledge Management• Intranet for internal team members• Interface for partners & associates
– Project Repository• FTP Server: Secure Mechanism to upload large data files• Lumiѐre Solutions Cloud
– Mail– Calendar– Documents– Project Management– Mindmapping– Online questionnaire preparation & analysis
One-way viewing facilityClient viewing room
Kitchen connect facility
Web-streaming access
Lumière ‘Miras’ facility
CLT set upExecutive rooms for depth interviews
Lumière ‘Miras’ facility
Respondent Waiting room
Affiliations
ESOMAR is committed to encouraging, advancing and elevating market research worldwide.
MRSI (Market Research Society of India) is a unique non-profit autonomous market research body formed by a large fraternity of research suppliers and users spread across India.
Established in January 1988, the MRSI is at the forefront of maintaining standards of excellence in the market research industry.The MRSI seeks to strive to drive interest that MR Works and to improve the professional standards of MR in India.
Lumière Business Solutions is represented on the MRSI Management Committee.
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Partial List Of Clients
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FMCG
BFSI
Retail
Consulting
Auto/ Mfg
Partial List Of Clients
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TV / Print/ Radio
Pharma &
Healthcare
Consumer Electronics
Telecom/ IT
Social Sector &
Non Profits
Partial List Of Clients
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Education
PvtEquity
Partner
Realty
Advertising
Lumière Business Solutions Pvt. Ltd.#1, Nav Durga Co-op Housing Society,
Plot No.7, Sector 19A, Nerul (East),
Navi Mumbai 400706022 27709920/30
+91 98202 17625(Deepa Soman)
Visit us at www.lumieresolutions.com
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Contact Us