MetrixLab
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MetrixLab delivers Interactive Game-like online research Higher Data Quality Implicit & Unconscious
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MetrixLab
- 1. Internet will revolutionize Market Research. Nobody anticipated this better than MetrixLab.
- 2. MetrixLab – Our Mission Superior Online Methodologies Tools & Techniques leveraging Internet for Delivering Better Data Quality and Deeper Insights Online Survey Technology Speed & Online Panels 1st Wave 2nd Wave 3rd Wave “ Offline” Research Online Research 1.0 Research 2.0 Interactive Game-like online research Higher Data Quality Implicit & Unconscious
- 3. Inspiration & validation throughout the NPD process Validation Exploration Consumer Needs & Insight Discovery Insight Validation Idea Generation Concept Development Concept Testing Pack test In Home Use Test Communication Test Post Launch Tracking Usage & Attitude
- 4. 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
- 5. Connect© – From plain HTML to Rich Media Interfacing People are used to Rich Media Interfaces from Windows Live, Yahoo, … Timed Game Like Questions Explore the subjective, implicit and the unconscious
- 6. Connect© – From Verbal Respons to Visual Respons Online Mood Boarding “ Ask without Asking” Explore the subjective, implicit and the unconscious
- 7. Connect© – From Verbal Expression to Visual Expression Don’t ask what people want, but how they live Photo Diary Explore the subjective, implicit and the unconscious
- 8. Connect© – From On-the-Table CS to On-Line Card Sorting Elicit consumers’ concepts, categories and associations Cards can include images, names and descriptions of items. Open Card Sorting
- 9. Connect© – From Direct to Indirect Questionning Elicit people’s concepts, categories and associations uncover deep-rooted perceived brand attributes associated with different names Visual Association Technique Word Association Technique
- 10. Connect© – From Full Exposure to Controlled Exposure Show stimuli too fast to be consciously recognized Compare the visual impact, or memorability of marketing materials or packaging designs. Online Tachistoscope Online Shelf Test
- 11. 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. Online Eye Tracking Explore the subjective, implicit and the unconscious
- 12. Connect© – From Passive to Active Consumer Involvement 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
- 13. Connect© – From Refined Ideas to Detailed Product Concepts Enable users to design their own virtual products Understand complex feature interactions Concept Configurator
- 15. 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
- 16. There are 4 Types of Consumer Participation Consumer Surveillance Behavior data - Surveys Consumer Involvement Interviews- Observation Consumer Participation active role consumer Organized Consumer Feedback Consumer Innovation Community Person-to-Person interactions Unsolicited Consumer Feedback Supplier initiative Consumer initiative Consumer Integration Organized & Structured Community is most effective Connect©
- 18. 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 2. We have the right tools available to establish an effective dialogue with consumers
- 19. Connect© – An effective tool in any stage of the NPD process Consumer Needs & Insight Discovery Insight Validation Idea Generation Concept Development Concept Testing Pack test In Home Use Test Communication Test Post Launch Tracking Usage & Attitude International panels or communities Cappuccino Espresso TYPE OF COFFEE At a bar/cafe LOCATION Friends COMPANY Partner/family
- 20. 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 2. We have the right tools available to establish an effective dialogue with consumers 3. For exploration & inspiration as well as validation
- 21. 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
Notes de l'éditeur
- Asked people to take pictures of where they keep their audio equipment and how they organize their music collections.
- In Free or Open Sorting exercises, participants are asked to group cards in any manner they choose. Cards can include images, names and descriptions of items(any combination). The cards might be pictures of shoes, navigation labels for a website, or anything you want. Participants can create up to 3 levels of categorization, can copy cards and can even create their own cards. Do the users want to see the information grouped by subject, process, business group, or information type? How similar are the needs of the different user groups? > How different are their needs? How many potential main categories are there? (typically relates to navigation) What should those groups be called? Open Card Sorting: Participants are given cards showing site content with no pre-established groupings. They are asked to sort cards into groups that they feel are appropriate and then describe each group. Open card sorting is useful as input to information structures in new or existing sites and products. Closed Card Sorting: Participants are given cards showing site content with an established initial set of primary groups. Participants are asked to place cards into these pre-established primary groups. Closed card sorting is useful when adding new content to an existing structure, or for gaining additional feedback after an open card sort.
- Projective techniques can also be used to uncover connotations that people would normally have difficulty to articulate. In another study, we used a modified word association technique through which people were asked to distribute a number of cards holding different words (qualities, emotions and neutral words) between two different potential brand names. The exercise helped us uncover deep-rooted perceived brand attributes associated with different names.
- A tachistoscope is a device that displays (usually by projecting) an image for a specific amount of time. It can be used to increase recognition speed, to show something too fast to be consciously recognized, or to test which elements of an image are memorable. Actual tachistoscopes use a slide or transparency projector equipped with the mechanical shutter system typical of a camera . The slide is loaded, the shutter locked open, and focusing and aligment are adjusted, then the shutter is closed. When ready for the test, a shutter speed is selected, and the shutter is tripped normally. The first tachistoscope was originally described by the German physiologist A.W. Volkmann in 1859. It was also used during World War II in the training of fighter pilots to help them identify aircraft silhouettes as friend or foe. Before computers became ubiquitous, tachistoscopes were used extensively in psychological research to present visual stimuli for controlled durations. Some experiments employed pairs of tachistoscopes so that an experimental participant could be given different stimulation in each visual field . Tachistoscopes continue to be used in market research, where they are typically used to compare the visual impact, or memorability of marketing materials or packaging designs.
- The interactivity of the web is enabling users to design their own virtual products thus enabling the product development team to understand complex feature interactions. In "user design" respondents drop and drag features to or from products. In the "design palette" respondents use menus to design their own products. In both methods the virtual products change automatically. With "innovation toolkits" customers can invent their own products
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- ideas are a representation of (latent) needs