MindVoyager -
An interactive journey through the collective thoughts of a
selected target group
Andera Gadeib
Cork, March 2008
Blogtalk - Cork 2008
Who we areA Next Generation of Research
Focussed on Online Research
Shared Values
Market Research
Close to Consumers
Technology-driven
Dialego Team Member explores Ijsselmeer
Own Panels
International
Blogtalk - Cork 2008
Time to market
MindVoyager approach
What we do
Product maturity
Idea Generation
Idea Screening
Concept Generation & Refinement
Concept Screening
Market Testing
Launch
Blogtalk - Cork 2008
Marketing Manager: „Do we Understand our Consumers?“
Blogtalk - Cork 2008
The challenge
Conservative business„Let´s rely on what we´ve done the last 20 years“ There is a lot to doHere is a first approach
Investment Research
Blogtalk - Cork 2008
Targets>> Who uses it, what for?
Blogtalk - Cork 2008
Rethink>> Paradigms for Online Research 2.0
Co-Creation & mass customization >> Consumers become makers>> great for market research
Following the long tail >> Learn from fragmented markets
Gaining insights from the crowds>> The wisdom in „mass inter-viewing“ > „panel intelligence“
New, interactive, adaptive, contemporary tools for market research
Blogtalk - Cork 2008
Research 2.0 >> Now Listening to every Opinion ever Expressed.
Source: wired.com
Blogtalk - Cork 2008
Blogtalk - Cork 2008
MindVoyager methodology
Blogtalk - Cork 2008
The MindVoyager approach.Get the Big Picture…
Blogtalk - Cork 2008
…AND all the Details.
Blogtalk - Cork 2008
The 4 dimensions of co-creational research >> MindVoyager approach
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Typical Test & Survey Design
Test DesignTarget group: i.e. category-user, age groups, …
Sample n=100-200 from within an Access Panel
Field work: 14 days
Survey DesignInvitation to the test person by email, an individual link
included
Introduction to the new survey method
International Tests so farUSA, UK, Switzerland, France, Italy, Germany
Blogtalk - Cork 2008
MindVoyager in practice
Blogtalk - Cork 2008
Discussion and
tagging among
the respon-dents
3
MindVoyaging: Overview on the Process
Consumers are
invited within the
Dialego Panel
1
Screening process for the target group.
Respondent
chooses a nickname
2
Dialego AG - Market Research Online04/09/23 16
Analysis,Manage-
ment Summary
4 «The shelves were nearly filled up and the fresh fruit - particularly the raspberries - looked fresh and were visibly priced.»
«We had a very good browse around the store and I managed to get myself a few
bargains which left me feeling satisfied and happy!»
Blogtalk - Cork 2008 17
Respondent´s View
Blogtalk - Cork 2008
Dashboards to Amplify Discussions (beta)
Blogtalk - Cork 2008
Witty new style, it´s nice to see that others
are participating also...
MindVoyager. Respondents Have a Say.
I have the chance to see other
peoples views and stories.
Its a great idea, certainly
different. Very easy to air your
opinions.
Innovative and creative concept to gain individual´s opinions, the idea is implemented very well, I would definitely join
again.
Tags are very helpful, to get an overview of the answers of the
others and to answer other entries.
It´s different, other opinions confirm mine.
Is done very well - especially the ability to get in touch with
other people!
I liked it very much, fun is important, to
listen to other people´s opinion.
Interesting kind of interview. It´s not as
intrusive as people on the street...
Blogtalk - Cork 2008
And to Give you the Full PictureThe Results: a Cognitive Model
The different levels include subjectively important circumstances as well as concrete behaviours of the respondents. Both are connected closely to each other:
Operations / actions
Functional consequences
Emotional consequences
Values & Objectives
What actions are being carried out?
What prime motivation is fulfilled by the action?
What emotions are connected to it?
What indirect consequence is fulfilled by the action?
Blogtalk - Cork 2008
Reinforcement for positive shopping
Functional consequences
Emotional consequences
Actions due to positive shopping
Values & Objectives
Cognitive model:Positive shopping experience – Results overview
quality time (with family/ friends)
relaxation
positively surprised
happy / delighted
buy things that were not planned
buy petrolhave dinner at shopping centre buy gifts
daily fulfilment of demandkeep kids busy
information
interaction (with people)
thankful
satisfy certain needs
shopping for a special occasion
look for new products / “window shopping”
feel understood
canniness
pleased
new ideas
impressed
approval
good navigation through shop helpful, friendly
excellent staff
advertising
free samples
cheap trade brands offered
clean and tidy
credit terms
air-conditioning
easy parkinggood stock levels
no (long) queues
family event
clear aisles signage
bargains
wide aisles
reasonable / reduced prices
big choice of products
fresh, quality, healthy products
eco friendly
never had a positive
shopping experience
enough (disabled) parking spaces
easy to find the products
thick framed= mentioned by many
respondents
child-friendly staff
good service
place
product
price
promotion
Blogtalk - Cork 2008
The Hunt for New Tools to Understand Consumers Desires. Why Marketers like the approach
New approach for Consumer Insights Research
Instant snapshot of opinions
Combines the best of qualitative and quantitative approaches
Interactive with consumers
Inspirational for research and marketing
Blogtalk - Cork 2008
Thank you!
Andera Gadeib
[email protected], www.dialego.de
Dialego AGFriedrichstr. 69-7152070 Aachen Germany
+49/241/97828-0 PHONE+49/241/97828-118 FAX
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