This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
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The Future of Surveys Smartees Breakfast
1. The Future of Surveys
Smartees Breakfast
This is the full slidedeck of our
Smartees Breakfast session on ‘the
Future of Surveys’. The presentation
elaborates on how our new approach
allows true consumer collaboration in
survey research, tapping into context
and conversation. Based on eBay and
Cloetta client cases, the actual impact
of this new survey design is described.
4. Trusting
customers
We work for more than 30% of the best
global brands (Interbrand 2010) and
specifically focus on the challenges of FMCG
& retail, media & entertainment, financial
services, travel & leisure, life sciences
&healthcare and telco & technology with a
dedicated team of experts.
We deliver tailored approaches and are
proud to have highly satisfied customers,
just ask around!
Why InSites?
8. More than just
research
InSites Consulting takes research further by
using our vision & expertise in the domains
of branding, communication and youth. We
are so passionate about these topics that we
share our knowledge via our best-selling
management books. This marketing expertise
will be used to turn the feedback gathered in
the community into actionable
recommendations.
9. Thought leader
in communities
The Consumer Consulting Board book
is the fruit of years of work in the field
of research communities. It serves as
an inspiration for companies to start
with structural collaboration, offering
fresh insights and various case studies
to continue the path towards becoming
an open, agile and consumer-centric
thinking company.
33. ADDED VALUE OF
Reaction time
IMPLICIT MEASUREMENT
NICHE
NATURAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
LIMITS
POTENTIAL
% of respondents
35. THE DAY-IN-THE-LIFE TOOL
8/10
Checked PC World for my
item and the staff were
helpful but not too
knowledgeable. Checked
price
8/10
9/10
As John Lewis price match I
knew the price here didn't
matter, but their customer
reviews are interesting
8/10
9/10
Looked to see if I could get
a better price somewhere
else and found I could
9/10
This was the best available
price and very good
product info
7/10
Double checked for pricing,
but wasn't as good as what
I'd found already
7/10
Checked here for pricing,
but not as cheap as already
found
9/10
The end
Made sure I read as many
reviews as possible for my
product
Blogs came up when
searching on Google so
read these to make sure of
my choice
Purchased from online
shop. Used only laptop all
the way through the
process.
43. Optimize my search
We discovered that people often have a hard time when looking for a
specific item on eBay. When searching for an item you are often
confronted with a broad range of possible items Meet Katia
with different
characteristics and specifications.
How would you improve this search process? How could eBay help you
narrow down that search list to only the brands and items you like?
I need some inspiration
Shopping, for example for clothes, accessories and fashion items, is
often not as easy as you initially think.
You may well have an idea of what you are looking for, however some
inspiration could help you get the perfect item!
How would you inspire people when shopping online?
Meet eBay
Specific shopping websites
Thinking specifically about fashion (clothes and
accessories) and consumer electronic items, what
special websites do you think are required out there
and what should they look like? What special
features would they have and how would they
improve the online shopping experience?
THE IDEATION TOOL
43
63. Task 1: Your coffee moment
Take a picture when you are having coffee. Describe your
moment/environment and how you chose this.
Task 1: Your coffee moment
69. Ideation
What did we do?
This task based element allows us to explore the solutions space.
Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea
would be to solve the problem. The social dimension of the tool allowed for participants to vote on
other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension.
THE IDEATION TOOL
R&D contribution
We used the following idea topics:
1. Healthy chocolate ideas
Many of the current chocolate products are a bit too unhealthy to be eaten in between meals.
What could be a healthy chocolate product and how would it look and taste like?
2. I need to re-energize idea
We all have those moments where we could do with a mental (and physical) boost. What if a great
tasting treat could provide you with that uplift?
3. Let’s create a match
The combo between chocolate and cold drinks is not always ideal. How would you optimise the match
between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good
match?
69
73. Thank you
Lisa Ohlin, Business Director FMCG & Retail
lisa@insites-consulting.com
T: +44 2078702573 M: +44 7891736285
http://uk.linkedin.com/in/lisaohlin