Qualitative pack design research: offline vs online
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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”
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Transcript of Qualitative pack design research: offline vs online
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 versus Online
Pack design research
Berlin 2013 – Merlien Qual 360
QuantitativeIconographicIdentification
Research
QualitativePack Design
Research
QuantitativeShelf 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 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 36013
Online
moderation
& group
dynamics
Berlin 2013 – Merlien Qual 36014
Participants
Berlin 2013 – Merlien Qual 36015
Offline
Stimuli
Berlin 2013 – Merlien Qual 36016
Online
Stimuli
Berlin 2013 – Merlien Qual 360
Being clear and
open about what
you, as moderator,
are looking for are
key drivers to
activate online
participants
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
to keep participants
aligned & connected
and to keep the
session sufficiently
informal and
emotional
Necessity!
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Berlin 2013 – Merlien Qual 360
Extra Homework (collages) to
deepen emotional meaning of
the designs
Berlin 2013 – Merlien Qual 36020
Comparative summary
More uniformity in
moderation
Easier management of
participants’ mind
OnlineOffline
Social pressure higher
Formal and more
structured data analysis
Moderation partly based
upon spontaneous group
dynamics
Honest, open, bold and
impulsiveMore superficial response
Individual comfort zone
Easy to set up, high
flexibilityLabour intense
preparation
Berlin 2013 – Merlien Qual 360
Project commissioned by
Heinz HCE
Ronald Laan
Do you have any questions, remarks
or reflections…
Don’t hesitate to get in touch!
+32 497 523 528
Project executed by
MaResCon Consulting
Frank Geers
