Europe’s Fastest Growing Online Market Research Agency

• Established in 1999

• 150+ Research professionals

• 200+ Leading clients

• Projects in more than 50 countries worldwide

• Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York

• European panel of 850.000 consumers and global access (GER: 130.000)

EQUAL©

Your Concepts Screen, Optimise, Validate

CONTEST©

1. Respondents feel free to speak their mind. There’s no interviewer or group bias

2. An online environment lends itself well to creative techniques and exercises

3. Online qualitative can be executed among larger samples than you would normally do in a central location situation

4. A holistic perspective that combines the richness from visual exploration, with the understanding from strong verbatim motivations

This leads to richer, deeper and better grounded insightsThis leads to richer, deeper and better grounded insights

4CONTEST©

The key benefits of our online qualitative research

We believe that the key to successful Qualitative research:‘being there, capturing their moment’

Scan product

•Projective technique•Natural grouping•Laddering•Digital Moodboard•Bulletin board•Online forum•Community platform•Online co-creation

At home online surveys

My Tasks

Buy Shampoo

Preparing dinner?Maak een foto of een serie foto’s van de bereiding van uw dagelijkse hoofdmaaltijdTrack Heineken!Maak gedurende 1 dag foto’s van alles waar u Heineken tegenkomt.Buy a shampoo?Maak een foto of een serie foto’s het kopen van shampoo. U kunt ook een toelichting toevoegen

Clothing trendsMaak een foto of een serie foto’’s van alle dingen waar u trots op bent

Real-time ReportingiPhone/Android app

A online qualitative interview typically starts with respondent profiling. We use pictures to make that an appealing rich exercise.

In this example, via the use of pictures, people have profiled themselves on their main interests and activities

Main

activities

Observing consumers – in new

situations, mobile, at work …

whenever consumers have their

digital camera or mobile phone

camera available!

Observing consumers – in new

situations, mobile, at work …

whenever consumers have their

digital camera or mobile phone

camera available!

For ethnographic purposes - observing people in their daily lives - we often have consumers keep a mobile/online diary around a specific subject. In this example it is for on-the-go beverage consumption

- Having time with my

friends means to me...

- I can not live without…

- Partying means to me…

- Mixing new cocktail

means to me…

- Thinking of our last

event, typical for me

is…

- My favourite Bacardi is

…

- …

- My feelings about

celebrating with my

friends means to me…

- In the summer, I enjoy

my drink…

- In the winter, I enjoy my

drink…

- For special occasions, I

mix...

- …

The online diary designed as a real diary, in order to make it as inviting

and creative as possible

In similar fashion, we have consumers profile brands using images

Which typical emotions do Bacardi Mojito users

experience when celebrating and drinking it with their

friends?

What does that mean to them?

… which attitudes result?

… group culture?

… deeper underlying values?

As a next step, Digital Mood Boards are used for visualizing and laddering behaviors, attitudes, emotions and values

Because for me the most important things are how one feels at the end of the evening and the fact of having a good time.

the atmosphere and the simplicity of situations is the most important thing

create an image of oneself that is not

authentic

At evening parties most people try to get themselves noticed and often put on an image of themselves which is not necessarily theirs when they are not going out.

difficult it is to maintain calm

behaviour

One often sees that the mixture of going out and alcohol ends up in violence or lack of patience. Behaviours change and become more aggressive towards oneself and others.

Drinking MoodsI wanted to show four ways of going out and the importance of alcohol in them. In the two sections above alcohol is not everywhere present, but the atmosphere and the simplicity of situations is the most important thing. People feel all right and do not try to show themselves in a different light than they really are. The lower boxes in the table show that in a public context alcohol is sometimes used too much, to create an image of oneself that is not authentic. The more consumption is excessive, the more difficult it is to maintain calm behaviour.

EmotionsEmotions

MeaningMeaning

AttitudesAttitudes

ValuesValues

Digital Mood boards provide a great springboard for innovation and brand activation

GEHOLPEN BEKENDHEID “RISICO’S” MET BEHULP VAN STIMULIPictures are also a starting point to get at underlying emotions, needs, wants, drivers, barriers or concerns

In this example people were asked to select and elaborate on those pictures that represented real concerns over their family’s wellbeing and safety

sheet 14

In order to uncover ‘innovation White Space’:We ask consumers to upload pictures and elaborate on their frustrations.In this example, people uploaded pictures and elaborated on frustrations with their home and living conditions

Frustrations

N=1560

Consumer frustrations are not only captured in pictures but also in verbatim explanations of the pictures that are taken

We illustrate the main associations with verbatim quotes that explain associations

• So I am there longer for my children.• I want my family especially my children to

be healthy

• it is important that my husband and i set a good example to our daughter

• to life a long and pleasant life

• to lead a normal life

• Because I like to eat healthy food which makes me feel good

• A healthy diet is essential for long term well-being, both physical and emotional

• good health is vital for me and my family and is impacted directly by the foods we eat

• Healthier, contains more vitamins and nutrients.

• Fresh vegetables and fruit taste best

• I feel it is immensly satisfiying to pick and cook - I feel that all the vitamins and energy of the plant, fruit or veg is at it's most intence and beneficial.

• Because the environmental cost is lower to get the products to me, and supports the producers in my area,

• Food grown locally has a less detrimental impact on the environment and is fresher because it is distributed to the local area rather than being transported for miles.

• means the people in other countries get the right amount of money back for the foods they have grown rather than a pittance

• To know that when I buy fair trade the producer gets a portion of the money to help them stay in business.

• I believe that everyone should receive a fair price for the goods they produce to enable them to sustain their lives.

• I am concerned about the number of chemicals and insecticides that are reportedly used to grow crops, and feel that produce grown in this way is not as nutritious

• better taste, alternative to GM foods, avoiding the amount of chemicals put into our foods

• no chemicals are used making the food healthier

• its important not to deplete the planets reserves so they are available for further generations, humans by nature are consumers and we need to be careful.

We then use laddering question techniques to derive associative networks

Best for yourself andgood for the

world

Environment

Body Health

Mind

Relax

Fairtrade

Nature

Greenhouse

Discovery

People

FamilyPartner

Children Friends

Surprise

Organic/Biological

Cooking

Responsibility

Enjoy life

long

PleasureFuture

Creativity

Next Generation

Natural

Fair price

Local

Taste

Fresh

PureNo additives/

pesticides

Energy

Bonding/togetherness

Foodmiles

Time to shelf

Essential

nutrients

Enjoyment

CONCEPTCRAFTER©

End Slide

New Product Development & Innovation

UK Contact :

Chris Kingsland

+ 44 (0) 20 3178 6277 Direct+ 44 (0) 7958 332 764 MobileC.kingsland@metrixlab.com