MetrixLab provides the most powerful suite of on-line tools and in home testing, for a successful Innovation and Shopper Research functions.

3. EQUAL © Your Concepts Screen, Optimise, Validate CONTEST ©

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

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

8. 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

9. The online diary designed as a real diary, in order to make it as inviting and creative as possible - 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... - …

10. In similar fashion, we have consumers profile brands using images

11. 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

12. 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 Moods I 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. Emotions Meaning Attitudes Values Digital Mood boards provide a great springboard for innovation and brand activation

14. sheet 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

15. Frustrations N=1560 Consumer frustrations are not only captured in pictures but also in verbatim explanations of the pictures that are taken

17. We then use laddering question techniques to derive associative networks Best for yourself and good for the world Environment Body Health Mind Relax Fairtrade Nature Greenhouse Discovery People Family Partner Children Friends Surprise Organic/ Biological Cooking Responsibility Enjoy life long Pleasure Future Creativity Next Generation Natural Fair price Local Taste Fresh Pure No additives/ pesticides Energy Bonding/togetherness Foodmiles Time to shelf Essential nutrients Enjoyment

18. End Slide CONCEPTCRAFTER© New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]