We have been working with online research for the past nine years and we believe that the classic online survey should make way for new, more engaging surveys. As a result, we are currently working on a methodology based on storytelling and gaming as a starting point for online surveys. To date, we have done two studies to test two different questionnaires: Clasik and Ludik. Both have the same goals and questions but different designs. We looked at some specific indicators: Response rate LOI Multiplicity in questions with multiple options Response rate for open ended questions Number of words in open ended questions Responses requiring an anecdote or story (open ended questions) We also got information on respondent profiles (socio-demographics and socio-digitals). From the results, we decided to continue with control surveys in order to establish what affects the responses more: the graphic interfaces, the storytelling, the gaming dynamic or another factor. We have reached a hypothesis that we want to test: the Ludik survey is more effective at capturing the attention of people who are more open to the digital world—and probably more creative. This survey could thus be used when we want a high proportion of early adopters in terms of products, services or brands. If we can confirm this hypothesis, then the challenge will be to adapt these types of surveys to our clients’ needs. As we have seen over the years, the digital medium promotes more sincere and acid responses, so it can be used for validating hypothesis among a public that is more direct, acid and creative.

1. The Clasik and Ludik surveys:
similar yet different
Natalia Gitelman
Lucila Mónaco
Consumer Insights Molinos
Co-Founder & Partner
In collaboration with

2. Online Surveys: The Beginning

3. Online Surveys: The Challenge

4. Online Surveys: The Challenge

5. Experimenting: Ludik & Clasik

6. Initial Results: Ludik & Clasik
Discursive Production
47%
LUDIK
39%
CLASIK
Average number of words on open-
ended questions
8,3
CLASIK
14,1
LUDIK
Response rate in open-ended questions
94%
LUDIK
73%
CLASIK
Answers with story-telling
Time spent
CLASIK
Male response rate
In colaboration with
LUDIK

7. What would happen if…? Ludik for a real client

8. Let’s get to know
Lucchetti

9. We used to be a pasta brand… But we also
wanted to:
1) Grow in the category of pastas with added value
2) Add new categories
3) Accommodate categories/brands
4) Be the pasta chosen by mothers

10. So to achieve this… we listened to
the women who make most of the
purchase decisions:
“Moms”

11. What are they like?
…really…
The Real moms in constant
tension between what is and
what ought to be

12. El insight
"Moms from advertisements
don’t exist. Moms are real,
like me "

13. She doesn’t look beautiful all day long
She doesn’t want to wash dishes
She doesn’t want to change diapers
Mom isn’t perfect
She’s not like the moms
we see on commercials

14. And sometimes she
wants to kill them!!

15. The Road Travelled
2006 2008 2009 2010 2011 2012
Bouillon
Launch
Connections
Campaign Soup
Launch
Soup
Campaign Rice
Campaign
Connections
Campaign
Three Launches,
Three Campaigns:
Preferido,
Lucchettinis, Pastas
Nutrivit
Maximum
Migration

16. 75% of HH
in Argentina (formerly 60%)
150 MM
Packs/year*
*Fuente: Savia cierre 2011. Incluye Preferido; Fuente KantarWorld Pannel RY a S1.11;
2nd FOOD
BRAND
(antes 6to. Lugar)
From 10 to 16 pp
SOM Pastas
We doubled
TOM in pastas
Compared to 2007
“A POPULAR, MASS MARKET
PRODUCT”
We doubled the
Ebidta
from USD MM13 in 2008 to USD
MM26 in 2012

17. … And Mama Lucchetti reached
digital media

18. 2,1 MM
Fans in Facebook
#3 in Argentina
0.631%
Engagement Rate
#1 of the Top 5 FB pages with
more followers
15 MM
Visualizations on YouTube
(Official Channel)
50 K
Suscribers in YouTube
#2 in Argentina

19. We went even further with the Lucchetti brand…
We knew that this would require designing a survey
for a very ‘demanding’ target
Research goals:
Recall of digital campaigns (in general) and
specifically, of Mama Lucchetti digital campaigns
Focus on Mama Lucchetti 2011/2012 and
obtain discourse to generate content for the
2013 digital campaign.

21. As researchers, we wondered…
Would survey
abandonment rates be
higher for one of the two
surveys?
Would we be able to obtain more creative,
elaborate answers in one of the two versions?
Would there be major
differences in terms of
discursive production?

22. And we discovered that…
Average percentagge of “Doesn´t/ Doesn´t answer”
Question with the highest difference in “discursive
Production“: funny stories about Mother´s Day
Narratives / “Detailed” vs. “generals” texts (detailed)
Elaborate vs. Simple ideas (elaborate)
CLASIK LUDIK
9,9% 7,9%
4,1 11,7
48% (detailed)
24% (elaborate)
56% (detailed)
24% (elaborate)
Overall abandonment rate 16,3% 18,4%
In collaboration with
‘Discursive Production’ (number of words x open-
ended question) 6,7 7,9

23. CLASIK
LUDIK

24. Examples of narrative production
LUDIK
CLASIK
el ultimo día de la madre no queríamos llegar con
las manos vacías y compramos una torta de
hojaldre carísima y una de las hijas de la suegra
de mi hermano habí•
a hecho la misma torta..!!!
nooo pero bueno la llevamos después a casa de
mi hermano y la comimos jejeje
habíamos salido y mama dejado en la heladera
preparada el almuerzo cuando mi hermano saca una
gaseosa resbalo el plato con la comida a medio
preparar y bolo todo!!!!! SILENCIO absoluto y risas
coronaron la cocina
cuando mis hijos me hicieron enojar mucho
los dos juntos les arroje 2 envases de
pintura artística y le erre, se reían tanto que
aun hoy lo recuerdan con mucha alegría y
usan la anécdota de chicana...
mis hijos me leyeron un poema que
era para una madre muerta, recuerdo
que decía siempre te recordaremos
con amor algo así creo
si siempre se vive algo divertido,
más cuando es una flia grande
como la nuestra,
me trajeron el desayuno a la
cama y yo no estaba
salir a buscar facturas y encontrar
todo cerrado por ser domingo, asi
que 7 de la mañana a hacer pan
casero que le gusta y unas
tortafritas, imaginate, un desastre
total, pero nos reímos mucho....
(quantity of words
per answer)
A funny story one Mother’s Day
11,5
4,2
(quantity of words
per answer)

25. Brands that release fun videos on Internet
6%
13%
3%
(spontaneous response)
Base: 147 women who remembered having seen fun brand videos released on Internet
Woah! We’re in the Top 3 in terms
of brand recall.
The return-on-investment in terms
of brand recall is three times higher
than that of other brands

26. Brands that release Mother’s Day videos on Internet
10%
15%
7%
Check it out, honey, if
we focus on brands that
do something special
for Mother’s Day, we’re
in first place
Yes! And competing
with all three cell
phone companies!
And since we’re just a
food family…
(spontaneous response)

27. Mamá Lucchetti: Favorite Character
I’m the favorite!
What about
Lucia and
Robert?
Robert
Lucía

28. Proposals for Mother’s Day 2013

29. Higher REAL participation
Was the brand better off using one
particular survey style?
More ‘discursive
production’ overall
More narrative
and detailed
descriptions
Similar production
in terms of creativity

30. We made some
surprising discoveries.
The ideal medium for
measuring recall of
digital campaigns
An important lesson
about a medium that
has only just begun
to be explored
The discourse established a
framework for new actions
We are working with the
discoveries related to the brand,
and agency research

31. Thanks!
Natalia Gitelman Lucila Mónaco
Consumer Insights Molinos
Co-Founder & Partner
In collaboration with