Lumière Profile2013

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www.lumieresolutions.com

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In-depth consumer understanding - unearthing motivations, identification of nascent or unmet needs - is at the core of what we do.

Over 200 qualitative projects in a year.Over 90% of our work is repeat business from our clients.

Our proprietary work flow process ensures every deliverable meets client expectations.

N-Light Stride®

4FMCG MediaPharmaTelecomRealtyRetail Electronics Automotive Manufacturing

Ever-expanding sector expertise…increasing list of clients

Pan India coverageExperience in all key

Indian languages

Projects completed in South Asia, South

East Asia & the Middle East

What makes this possible?

A 40+ strong multi-talented, varied experienced, passionate team that works in a seamless collaboration

and owns a project to deliver the best

Spirit of partnering with clients and employees. Invest in the lifetime value of these relationships

Work practice code called ‘The Lumière Way’ – Simple human values– Strong work ethics– Collaborative work culture

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Customer and Consumer

Core Product

Communication & Brand

Category and Competition

Market

Organizational Culture

External

Employee Skills

Key areas of research

Internal

Culture

Our Strengths

Committed researchers

Superior hypotheses generation with in-depth sectoral understanding

Flexible, speed, innovative, proactive, responsive

Smart solution orientation

Long term value proposition to clients

Customized techniques

Strong process orientation and project management

capabilities

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Our Strengths

Rich understanding of the 24-hour day of the consumer and her concerns, aspirations and challenges

Work across urban & rural centers, cutting through the entire age and SEC spectrum

actionable recommendations

A proven ability to understand client business, research problem and objectives across General Management, Sales & Marketing, R&D, HR, Training, Administration

High customer satisfaction resulting in over 250 projects a year with 90% repeat business. Highest quality work within agreed timelines and recommended MR codes

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Consumer

Client

How Do We Achieve This?

We are a blend of functional & industry specialists

Multi-disciplinary tools/ techniques for data

collection, analysis & next steps

Continuous learning, mining, sharing, including fortnightly

classroom learning workshops

Experienced in a range of business processes,

practices and problems

Create global best practices for clients

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Proprietary Research Tools

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N-Light® Watch

• Ethnography

N-Light® Behaviour

• Usage & Attitudes

N-Light® Flash

• Technique to zero in on the moment of truth in purchase or usage behaviour

N-Light® Connect

• Customer understanding, to help identify the distance between perception & reality for empathy building among stakeholders

N-Lights® Viewer Access

• Exploratory and diagnostic test and track tool

N Light© ID

• Consumer and brand profiling tool

• Helps understand brand positioning as well as consumer motivations

Consumer/Customer Understanding

Proprietary Research Tools cont’d

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N-Light® IdeaCon

•Idea Evaluation

N-Light® ChronoTest

•Formulation & Product Testing (On site, in use, extended use, panels)

•Concept Testing & Full mix testing (Benefit/Reason to Believe; Proposition; Concepts + Product)

N-Light® AdTest

•Advertising Testing using Narramatics, Storyboard, Animatics, Finished Film stimuli

N-Light® Pack

•Pack Testing (Concept, Mock-ups, Finished Pack)

Brand Dynamics

•Brand Mapping; Brand Extensions; Brand & Value Migration; Brand Equity

Semiotics

• Semiotics exploration and decode of the category and brand

Brand & Advertising

Proprietary Research Tools cont’d

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N-Light CATI®Computer-assisted telephones

interviewing

• Computerized questionnaire is administered to respondents over the telephone

• Interim and update reports can be compiled instantaneously, as the data are being collected

N-Light CAPI®Computer-assisted personal

interviewing

• Questionnaire is administered face-to-face using laptop screen to read the questions and input the answers.

• The computer loads the questionnaire script, which automates coherence and enables quota management.

N-Light CAWI®Computer-assisted Web

interviewing

• Questionnaire appears in the browser as a web-page

• The answers for the questionnaire get immediately to the main server so the data collection and the results can be tracked continuously.

Computer Assisted Research

Proprietary Research Tools cont’d

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Resource Management

• Exit Interviews Process Management

• Leadership Concerns/ Issues

• Career Growth Concerns

• Career Framework

Organization Management

• Organizational Teamwork & Winning Teams

• Organizational Safety Studies

• Organizational Climate Studies – exploratory & diagnostic

• Diversity Mapping & Solutions

Function Management

• Marketing Training & Need Gaps

• HR Transformation

N-Light® People

Organizational Areas of Expertise

Business Solutions

Business Growth

Concerns & Opportunities

Mapping

Corporate Identity, Image

& Communication

Leadership Profiling

Service Philosophy

Development

Spatial Identity and Association

Succession Planning

Organizational Areas of Expertise

ConsultingBrand Equity

workshop

• Way forward on brand and re-crafting the brand key

Creativity workshop

• Brand ideation

• Customer empathy workshop

Innovation workshop

• Generating new ideas & insights

Brand Communication

Workshops

• Brand communication ideas exploration

Cooking Creativity & Cooking Ideation

Consumer centricity workshops, programs,

train the trainer

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THRUST ON TECHNOLOGY

Preparing for the future

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Qualitative Research – reflection of the

consumer and his changing realities

Modern Reality – constantly changing

and evolving

The only way to stay current and sharp -

TECHNOLOGY

Role of Technology

As Medium

As Methodology

As Enabler

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TECHNOLOGY – AS MEDIUM

Lumière Discussion Forum (Online FGDs/ Online Panels)

• A methodology that enables communication with respondents using the online medium.• Respondents of the required profile with functional computer and internet operational

knowledge and access, are recruited through the conventional recruitment procedure and snowballing.

• They receive invites to register on the Lumière Discussion Forum (a facility available on Lumière website).

• After having registered, a username and password is generated and mailed to them.• They are invited to come online on a pre-decided date and time. A researcher will then

moderate these groups online.

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Lumière Discussion Forum – Key Benefits

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Client

• Multiple team members can observe from any location

• Facility of sending private messages to the moderator.

• OPE costs eliminated

Agency

• Travel time eliminated • Transcripts available

immediately post discussion• Discussions across multiple

centres, on the same day.• Respondent wise

information available

Respondent

• Participate from the comfort of their homes

• No personal interaction hence feel free to express views, thoughts and feelings

Breaks time and distance barriers Creates freshness in approach and engagement Encourages newer cohorts to participate who are otherwise unwilling to

participate at central venue.

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Why online discussion?

Reach population who are unwilling to participate in face to face discussion Sensitive topic of discussion Respondents hesitant to share their identity Larger population to be covered Faster results required Reduce costs by eliminating travel time and cost

Areas of Application:

• Quick post launch reactions across centres• Speedy reactions to an animatics/ finished film• Idea generation/ Exploratory study• Concept testing• Packaging study

Lumière Mobile App

Key Benefits• Competitive advantage• Instant outputs – Faster Analysis without any time lag, here

& now.• Saves time and effort• Reduce cost• Build relationships• Increase your accessibility• Can run on any tablet or smart phones with Android

platform and internet connection

Areas of Application• Retail audits• Connect with on-the-go customers• Communication, packaging, product testing• …and many more!

Lumière Mobile App is a software application designed in-house by Lumière to enable quick data collection

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TECHNOLOGY – AS METHODOLOGY

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Why Social Media Research?

Complement to traditional research

• Additional tool which enhances traditional research - helps gathering of different perspectives and make better informed decisions

• Informs more traditional methods of research

Operationally efficient

• Fast, iterative research• Gather feedback on

things that you wouldn’t normally look to research, due to time and budget constraints

Intrinsically advantageous

• Effective use of the two-way engagement of social media

• Build relationships with customers through a new approach to online research

• Can listen and talk to people who may have never participated in traditional forms of market research

• Research that is more intimate and builds with each interaction

• Constant feedback instead of episodic interaction

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Social Media Research – Suggested Areas of Research

• Segmentation– Understand existing segments more intimately and in real

time– Micro-segment them further– Discover new segments w.r.t. your brand and/or category

• Consumer Profiling– Enhance understanding of your consumer profiles

• Fan base Profiling– Identify if the desired TG comprises a major % of the fan base– Identify reasons for engagement among desired TG

Ad Testing Packaging Testing Concept Testing Product Testing

Test Marketing Interest and purchase intentions

Opinions, attitudes and behaviours in

specific areas

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Social Media Research – Outcome and Way forward

• Output from Social Media Research can be used in various ways– Activate online communities that can act as brand

advocates– Engage differently with different consumer profiles

across social and traditional channels – Devise more relevant product and service offerings

for the different segments, marketing, communication and promotions

– Provide a truly delightful customer service experience

Social Media Research Metholodology

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ARE YOU LISTENING?

Facebook Panels Social Media Listening Surveys

Facebook Questions/Polls Netnography

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1: Setup Facebook Secret Group

An online platform which is familiar Group of all strangers, hence easier to

open up online Identity hidden Secret group. Does not appear in

Facebook searches. Posts do not appear anywhere else except the group wall.

The online medium enables effective use of interactive stimuli like pictures and videos etc.

Asynchronous discussions with consumers - eliminates schedule as a constraint

Researcher sends friend request An ice-breaker with respondents Researcher becomes an online friend Explore respondents environment Aids understand TG better

Social Media : Facebook Groups Interaction Protocol

2: Online Interaction

Continuous engagement and interaction with panellists … almost 15x7

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Social Media : Facebook Facts

India : Facebook FactsRanks 3rd in terms of FB users (after U.S. and Brazil)

Source: http://www.socialbakers.com/facebook-statistics/india

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TECHNOLOGY – AS ENABLER

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Lumière Secondary Research Desk: Composition & Working

The Secondary Research Desk helps to collect, manage and retrieve information which is available from different media sources on a variety on industry topics

Equipped with a comprehensive database, it helps is better decision-making through reliable information

Dedicated desk to manage requests

Proper process in place to retrieve and manage information

Quick and reliable information

Information from all industries and

variety of sources

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Lumière Secondary Research Desk: A Game Changer

Information required on

topic A

Lumiere equipped

with

Social media sites

Desk research

In-house library

Referred data from

Google

Analyse and use information for

research

PREVIOUSLY

NOW

Information required on

topic B

Lumiere equipped

with

Social media sites

Desk research

In-house library

Referred data from

Google

Analyse and use information for

research

Robust tool with reliable and varied information

supported by strong data archive and efficient indexing mechanism

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Harnessing Technology (1/2)

• Web streaming of fieldwork– Enables observation of research by overseas or distant client

• Data Analysis Tools– Online Transcription for quick turnaround of project– Video tools for conversion– Audio tools for editing, enhancing sound– Video screen capture tools– Use of virtual space for upload of digital sound/video files for quick

turnarounds– Use of tools and software for advanced analysis & interpretations– Online Tools to fetch videos available in the public domain

• Tools to enhance the experience and aesthetics of debriefing– Video Clips/Movies help bring alive consumer stories and quotes

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Harnessing Technology (2/2)• www.lumieresolutions.com

– Secured access on need-to-know basis• General public• Client – Archives and Knowledge Management• Intranet for internal team members• Interface for partners & associates

– Project Repository• FTP Server: Secure Mechanism to upload large data files• Lumiѐre Solutions Cloud

– Mail– Calendar– Documents– Project Management– Mindmapping– Online questionnaire preparation & analysis

Qualitative Research

Quantitative Research

Mobile Research

Socal Media

Consulting

FMCGHR &

Consulting

Realty

Pharma

Electronics

Retail

Telecom

Auto

BFSI

Mfg

Auto

Media

Lumière Way

Superior hypothesis generation with in-

depth sectoral understanding

Flexible, speed, innovative, proactive, responsive

Smart solution oriented

Long term value proposition

Customized techniques

Technology adoption

Strong process orientation and

project management

Continuous Improvement

Continuous Improvement

NLight® IndexNLight® Stride

Case 1: Innovation PartneringCase 2: Emerging Consumer MindsetCase 3: Consumer ConnectCase 4: Ethnographic ObservationCase 5: Mystery Shopping – Packaging ResearchCase 6: TV Viewing Panels

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Business Case Studies

Strategic Research: Equity Studies, Culture Studies, Therapy Mapping

Tactical Research: Advertising Testing, Nomenclature Testing, Packaging Testing, Research Programs and Workshops

Ideation

IDEAS N-Light® IdeaSort

Winning Ideas

Concepts& Products

N-Light® Chrono

Quantitative Product/ Concept

Testing

Qualitative testing of all elements of the marketing mix

Case 1: Innovation PartneringSector: xxx

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Case 2: Strategic study on emergenceSector: FMCG

Objective- Understand the phenomenon of emergence and of low unit pack usage- To understand the aspirations, lifestyle of consumers at the lower end of

the socio economic strata in urban and rural India and map changes in these

- Impact of media on shopping behavior

Output- Mapping shifts in the mindset of new rural consumers, their sensitivity to

price, trial intent and usage pattern of products in terms of low unit price items (small packs/sachets) vis-à-vis large packs

- Social aspects viz., the rise in education amongst women and children, agro-developments, need gaps and infrastructural changes

- Cascade of learnings to businesses and functions with action areas

Out of the box design

- Desk research and case studies on micro marketing experiments- Expert interviews for hypotheses generation- Consumer Home Visits

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Case 3: Consumer & Customer Connect Programs Sector: FMCG, Banking, Pharmaceuticals, Retail, Agro

Objective- Purposive & non-purposive observation of consumers/ customers in

their environment and on their terms.- Dialogue with customers/ consumers to understanding their life context

[Concerns, Aspirations, Stress, Happy Moments].

Action- Customized Inputs to creating a consumer-centric organization equipped

to engage confidently with consumers/ customers. - Skill-building inputs in observation, dialoguing and tools sharing to

enable independent consumer connect activity. - Monitoring and value addition to the organizational consumer connect

program.

- Independent management of the customer connect program was designed and handed over to the marketing research department to run for internal customers

Outcome

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• CLIENT:• European Dairy Cooperative seeking to develop innovative dairy products

for consumers at the BOP• OBJECTIVE:• To observe how consumers live at less than $2 a day in Indian slums• CHALLENGE:• Identifying the homes, organizing and coordinating the home visits• SOLUTION:• Observing lifestyle, nutrition, cooking and food habits• OUTCOME:• Immersion into the consumers life

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Case 4: N-Light® Watch: Ethnography at the BOPSector: Dairy

A day in the life of a BOP Consumer

Solution – Out of the box researchA.Ethnographic observation of in-store behavior at top end counters to measure:-Count & pattern of footfalls by day & time and nature of shopper units (singles, families, pairs, demographics-Browsing co efficient of different product categories-Enquiries & behaviour at counter, beauty assistant interactions, FAQs-Use of testersB. Depth interview with consumers-Shopper mission understanding-Category and brand choice influencers-Reasons for purchase-Planned vs. Impulse purchase-Reactions to the ranges

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Case 5: N-Light® Mystery: Shopper study in packagingSector: FMCG

Client – FMCG Multinational Objective – Impact of packaging on shopper brand choice

Outcome – Belief creation and alignment of marketing, technical and packaging teams on consumer expectations and impact of packaging. Clear directions for improvements in packaging deeper 41

CLIENT: TV majorOBJECTIVE: Qualitative track of 30 serials to study track/ storyline, characters, breaksCHALLENGE: Identifying SEC B2 panelists with online access, training, devising tool, data

capture and output formats and protocolsSOLUTION: - Accurate and streamlined daily and weekly track reports - Value option to client for own and competitor serials quali-track

Case 6: N-Light® CAWI Panels: TV ViewingSector: Media

Day after TV serial viewing feedback on web

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CLIENT: Automobile MajorOBJECTIVE: Defining profiles of consumers to develop a communication routeCHALLENGE:

To be able to read into consumer psycheSOLUTION: - Accurate profiles of consumers using N-Light© ID to aid communication

development - Developing communication insights

Case 7: N-Light© ID: Profiling StudySector: Automobile

Profiling of client’s customers and competition

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Case 8: Lumière Mobile AppSector: Retail

Understanding consumer perceptions and retail audit

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CLIENT: A popular fast food chainOBJECTIVE: Understanding consumer perceptions of the brand, retail audits and quick

feedback to new products introducedCHALLENGE: To get maximum consumer touch points without compromising on the depth

of data within short timelinesSOLUTION: - An approach using Lumière Mobile App with 2 levels

Level 1: To get preliminary reactionsLevel 2: To dig into findings of level 1 further

Partial List Of Clients

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FMCG

BFSI

Retail

HR/ Consulting

Auto/ Mfg

Realty

Partial List Of Clients

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TV / Print/ Radio

Pharma &

Healthcare

Consumer Electronics

Telecom/ IT

Advertising

Social Sector &

Non Profits

Education

AFFILIATIONS

ESOMAR ESOMAR is the world organization for enabling better research, consumers and into markets societies.

MRSI Market Research Society of India (MRSI) is a unique non-profit autonomous market research body formed by a large fraternity of research suppliers and users spread across India. Established in January 1988, theMRSI is at the forefront of maintaining standards of excellence in the market Research industry. The MRSI seeks to strive to drive interest that MR Worksand to improve the professional standards of MR in India. Lumiere BusinessSolutions is represented at the MRSI management committee

Lumière Business Solutions Pvt. Ltd.#1, Nav Durga Co-op Housing Society,

Sector 19 A NerulNavi Mumbai 400706

022 27709920/30+91 9820217625 (Deepa Soman)

Visit us at www.lumieresolutions.com

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