Did you ever wonder if “good” could be “great” - Heinz HCE & MaResCon
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Transcript of Did you ever wonder if “good” could be “great” - Heinz HCE & MaResCon
Berlin 2013 – Merlien Qual 360
April 18, 2013
Heinz HCE : Ronald Laan
MaResCon Consulting: Frank Geers
Did you ever wonder if
“good” could be “great”
Berlin 2013 – Merlien Qual 360
April 18, 2013
Heinz HCE : Ronald Laan
MaResCon Consulting: Frank Geers
Offline qualitative versus
Online qualitative
Pack design research
Berlin 2013 – Merlien Qual 360
Berlin 2013 – Merlien Qual 360
Focus Group
Monadic
Survey
Individual
Interview (IDI)
Berlin 2013 – Merlien Qual 360
Ethnography
Choice based
research
Semiotics
Virtual
environments
Big Data
models
Communities Hybrid
methods
Focus Groups
Monadic
Surveys
Individual
Interview
Mobile
Digital
Non-response
Neuroscience
…
…
…
…
…
…
…
…
…
…
…
Berlin 2013 – Merlien Qual 360
Stage and Gate Funnel
Ideation
Product
Qualification
Market
Qualification
Concept
Qualification
Launch
Post Launch
Evaluation
Berlin 2013 – Merlien Qual 360
Challenged: Some Business Cases
Ideation
Market
Qualification
Berlin 2013 – Merlien Qual 360
AND NOW THE CHALLENGE…
Berlin 2013 – Merlien Qual 360
Quantitative Iconographic Identification
Research
Qualitative Pack Design
Research
Quantitative Shelf standout
Research
1.
3.
2.
QUALITATIVE PACK
DESIGN RESEARCH
Is online pack design research as rich as
offline pack design research?
Berlin 2013 – Merlien Qual 360
KPI’s
Berlin 2013 – Merlien Qual 360
Focus
Berlin 2013 – Merlien Qual 360
Berlin 2013 – Merlien Qual 360
Berlin 2013 – Merlien Qual 360
MaResCon
- Frank Geers
-
Old School
Innovator
Hands, Brains & Soul connected
Berlin 2013 – Merlien Qual 360
Method independent:
Country
Brand
Recruitment
Berlin 2013 – Merlien Qual 360 And the winner is…
Berlin 2013 – Merlien Qual 360
same conclusions and recommendations
The same conclusions
Berlin 2013 – Merlien Qual 360
Online
approach,
however…
Berlin 2013 – Merlien Qual 360
More
Engaged
Participants
Berlin 2013 – Merlien Qual 360
More spontaneous
Berlin 2013 – Merlien Qual 360
More Objective
More Systematic
Berlin 2013 – Merlien Qual 360
Berlin 2013 – Merlien Qual 360
How did we get there
Berlin 2013 – Merlien Qual 360
Before starting: challenge critically and understand the two approaches
Challenge
critically
Understand the two approaches
Berlin 2013 – Merlien Qual 360 25
Online
moderation
& group
dynamics
Berlin 2013 – Merlien Qual 360 26
Participants
Berlin 2013 – Merlien Qual 360 27
Offline
Stimuli
Berlin 2013 – Merlien Qual 360 28
Online
Stimuli
Berlin 2013 – Merlien Qual 360
Intensive
explanations,
guidance…
Critical!
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When you just think about the brand Coca Cola one can say: “it is a drink, sugar, it’s in a
bottle, it contains bubbles, I don’t like it, to drink when thirsty,....”
But when you feel the Coca Cola brand you might say:
“ it’s sparkling, refreshing, butterflies in the stomach, the red generates passion,
temperament... It gives the power to jump, to be free…”
(!and these are the kind of responses, words and feelings we’re looking for!)
Berlin 2013 – Merlien Qual 360
Emotional
stimuli and
mood makers
Necessity!
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Berlin 2013 – Merlien Qual 360
Extra Homework
Berlin 2013 – Merlien Qual 360 32
Online Offline
Berlin 2013 – Merlien Qual 360
Did you ever challenge
a method you felt
comfortable with?
Just dare!
