metrixlab
DESCRIPTION
MetrixLab deliversInteractive Game-like online researchHigher Data QualityImplicit & UnconsciousTRANSCRIPT
Internet will revolutionize Market Research. Nobody anticipated this better than MetrixLab.
MetrixLab – Our Mission
Superior Online Methodologies
Tools & Techniques leveraging Internet for Delivering Better Data Quality and
Deeper Insights
Superior Online Methodologies
Tools & Techniques leveraging Internet for Delivering Better Data Quality and
Deeper Insights
Online Survey TechnologyOnline Survey Technology
Speed & Online PanelsSpeed & Online Panels
1st Wave1st Wave
2nd Wave2nd Wave
3rd Wave3rd Wave
“Offline” Research“Offline” Research
Online Research 1.0Online Research 1.0
Research 2.0Interactive Game-like online
researchHigher Data Quality
Implicit & Unconscious
Research 2.0Interactive Game-like online
researchHigher Data Quality
Implicit & Unconscious
Inspiration & validation throughout the NPD process
Consumer Needs
& Insight Discovery
Consumer Needs
& Insight Discovery Insight
ValidationInsight Validation
Idea GenerationIdea Generation
Concept Development
Concept Development
Concept Testing
Concept Testing
Pack testPack test
In Home Use TestIn Home Use Test
Communication Test
Communication Test
Post Launch Tracking
Post Launch Tracking
Usage & Attitude
Usage & Attitude
ValidationValidation
ExplorationExploration
From Validated Off-line methodologies to On-line tools
Off-line Methodologies
Traditional shelf tests
On-line Methodologies
Quantitative
research
Expert workshops
& quantitative concept test
In-Depth Interviews
90%first impression 73% 91% 86%top2box
50%
90% 55% 82% 86%60%
80% 55% 91% 100%70%
90% 64% 100% 86%70%
appeal
credibility
relevance
Connect© – From plain HTML to Rich Media Interfacing
People are used to Rich Media Interfaces from Windows Live, Yahoo, …
People are used to Rich Media Interfaces from Windows Live, Yahoo, …
Timed Game Like Questions Timed Game Like Questions
Explore the subjective, implicit and the unconsciousExplore the subjective, implicit and the unconscious
Connect© – From Verbal Respons to Visual Respons
Online Mood Boarding
“Ask without Asking”“Ask without Asking”
Explore the subjective, implicit and the unconsciousExplore the subjective, implicit and the unconscious
Connect© – From Verbal Expression to Visual Expression
Don’t ask what people want, but how they liveDon’t ask what people want, but how they live
Photo Diary
Explore the subjective, implicit and the unconsciousExplore the subjective, implicit and the unconscious
Connect© – From On-the-Table CS to On-Line Card Sorting
Elicit consumers’ concepts, categories and associations
Elicit consumers’ concepts, categories and associations
Cards can include images, names and descriptions of items.
Cards can include images, names and descriptions of items.
Open Card Sorting
Connect© – From Direct to Indirect Questionning
Elicit people’s concepts, categories and associationsElicit people’s concepts, categories and associations
uncover deep-rooted perceived brand attributes associated with different names
uncover deep-rooted perceived brand attributes associated with different names
Visual Association TechniqueWord Association Technique
Connect© – From Full Exposure to Controlled Exposure
Show stimuli too fast to be consciously recognized Show stimuli too fast to be consciously recognized
Compare the visual impact, or memorability of marketing materials or packaging designs.
Compare the visual impact, or memorability of marketing materials or packaging designs.
Online Tachistoscope Online Shelf Test
Connect© – From Eye Tracking Camera to Eye Tracking Mouse
FocusTracker enables participants to use the mouse as a device to point out focus of attention.
FocusTracker enables participants to use the mouse as a device to point out focus of attention.
Online Eye Tracking
Explore the subjective, implicit and the unconsciousExplore the subjective, implicit and the unconscious
Connect© – From Passive to Active Consumer Involvement
Research should stimulate participants to generate ideas, share ideas, enrich ideas and
develop concepts
Research should stimulate participants to generate ideas, share ideas, enrich ideas and
develop concepts
Online Co-Creation
Involve consumers from Idea Generation to Concept Development
Involve consumers from Idea Generation to Concept Development
Connect© – From Refined Ideas to Detailed Product Concepts
Enable users to design their own virtual productsEnable users to design their own virtual products
Understand complex feature interactionsUnderstand complex feature interactions
Concept Configurator
Challenge given by our Clients
Need for continuous consumer connection - Little opportunity to connect with consumers- Move to inspiration & learning: intuition is based on experience- Challenge the ‘we know this’ mentality- Bite-size information for quicker decision making
Insights and foresights through a continuous dialogue
• Clear sense of being connected: - through a real and effective dialogue with consumers - easy, continuous and globally
• More in-depth understanding of your core consumers
• Via online communities to allow consumers to become a source of inspiration; exploration & validation
New ways to connect with our consumers
CONNECT© to be inspired by your consumers
Connect© - Why MetrixLab is involved
Why would a research agency become a global supplier of online communities?
1. Unsollicited & unstructured consumer feedback does not result in a real and
effective dialogue with consumers
1. Unsollicited & unstructured consumer feedback does not result in a real and
effective dialogue with consumers
There are 4 Types of Consumer Participation
Consumer Surveillance
Behavior data - Surveys
Consumer Involvement
Interviews- Observation
Consumer Participation
active role consumer
Organized ConsumerFeedback
Consumer Innovation Community
Person-to-Person
interactions
Unsolicited Consumer Feedback
Supplier initiativeConsumer initiative
Consumer Integration
Organized & Structured Community is most effective
Connect©
Connect© – A structured way to engage with your consumers
Consumer participation is a highly structured process
Connect© is more than allowing your consumer to cast theiropinions and share their views
• the success of community sites like MySpace, Hyvesand many others, inspired companies to build their own
• focus on chat, blog and forum to engage with the consumer
• while marketers are less interested in opinions but searchfor actionable insights in all phases of the NPD process
Connect© - a structured way to get inspired
Why would a research agency become a global supplier of online communities?
1. Unsollicited & unstructured consumer feedback does not result in a real and
effective dialogue with consumers
1. Unsollicited & unstructured consumer feedback does not result in a real and
effective dialogue with consumers
2. We have the right tools available to establish an effective dialogue with consumers
2. We have the right tools available to establish an effective dialogue with consumers
Consumer Needs & Insight
Discovery
Consumer Needs & Insight
DiscoveryInsight Validation
Insight Validation
Idea GenerationIdea Generation
Concept DevelopmentConcept
Development
Concept TestingConcept Testing
Pack testPack test
In Home Use TestIn Home Use Test
Communication Test
Communication Test
Post Launch Tracking
Post Launch Tracking
Usage & AttitudeUsage & Attitude
International panels or
communities
Connect© – An effective tool in any stage of the NPD process
CappuccinoEspresso
TYPE OF COFFEE
At a bar/cafe
LOCATION
Friends
COMPANY
Partner/family
Connect© - both exploration & validation
Why would a research agency become a global supplier of online communities?
1. Unsollicited & unstructured consumer feedback does not result in a real and
effective dialogue with consumers
1. Unsollicited & unstructured consumer feedback does not result in a real and
effective dialogue with consumers
2. We have the right tools available to establish an effective dialogue with consumers
2. We have the right tools available to establish an effective dialogue with consumers
3. For exploration & inspiration as well as validation
3. For exploration & inspiration as well as validation
Base Panel
1000 Members
Focus Quantitative 150 Members
Study A
Focus qualitative Study B
Study C
150 Members
150 Members
Connect© - building a client specific online community
Connect© - Our experiences
Consumers are willing to invite you into their lives
Consumers are willing to be part of your team & brand
Incredible rich learnings which has lead to sharper focus of
projects and the vision
Inspiration: not only on the what but also on the how and
why
Validation: are the new insights relevant & true for most
target consumers
Be prepared to challenge your current beliefs, resulting
in a richer understanding of your consumers
Higher Quality: (1) consumers know what they need, better than
most companies do*. (2) the process is iterative, enabling clients
to build on insights by using superior qualitative techniques
Structured: no free flow of unsolicited opinions, but a structured,
efficient & effective tool for real dialogue with consumers
Inspiration as well as validation: possibility to validate the
newly gathered insights, ideas & concepts
Higher Speed: continuous consumer feedback allows for focused
decision making and speed-to-market
Globally Scalable: internet enables users from all over the world
to participate.
Allow Consumers to participate Early!
“None of us is a smart as all of us”
*Source: Stefan Thompke, Eric von Hippel – Harvard Business Review April 2002
Connect© – The benefits are clear