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