danone water world community
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Danone | Water World Community | Smartees workshop
Prepared by: Nanno Palte, Director Market Insights, InSites Consulting
Tom De Ruyck, Connected Research Manager, InSites Consulting
For: Michel Rogeaux, Senior Expert Consumer Science, Danone
October, 2009
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Water challenges at DANONE
Introduction fusion research
User created brainstorm
Ethnography & discussion forum
Dive into (selection of) results
DANONE key learnings
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Water Challenges at Danone
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Key challenges for DANONE Waters
Understanding the use of water in daily life
Highlight consumer expectations for water consumption
Determine main consumer perceived benefit
Important to focus science objectives to prove and understand effect of
water
Final output : justify that water can bring real benefits for consumers
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Introduction fusion research
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Su
rveys
Me We
Emotion
Ratio
Explicit
questions
Post-it
Implicit
questions
Emotion
measurement
User-created
brainstorming
User-coded
open ends
Exit Forum
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Synchronous
Asynchronous
Online 1-to-1
interview
Online duo
interviews
Me We
Online discussion
groups
Discussion
forum
Individual
blogs
Group
blogs
Dis
cu
ssio
ns
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Me We
Natural
Lab
Multi-media
ethnography
Deprivation
Activation
Social media
netnography
Online safari
Secondary
company
data
Daily 2.0
Ob
serv
ati
on
s
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Phase 1: Kick-off meeting & User Created Brainstorm
Phase 2: Quantitative survey (diary approach)
Profiling & segmentation of water drinkers
Screening for the explorative phase
Phase 3: Exploration of drivers for water consumption
Online ethnography
Discussion forum
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User created brainstorm
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User-created brainstormQuestions
1. Why do people drink non alcoholic
beverages in general?
2. On what occasions and situations do
people drink water?
3. Why do people drink water in particular?
4. What happens, psychologically and
physically, if people don’t drink water?
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If people don’t drink water...
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User-created Brainstorms
1.Creation
Participant gives his own ideas about a
subject
2.Contextualization
Participant is asked to
indicate which of his own ideas is not
present in the study list yet
3.Propagations
Participant digs the best ideas
in the study list
Concept of user-created brainstorm
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User-created Brainstorms
1
2
3
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Interpreting results user-created brainstorm
Sample size
Eva
lua
ted
re
leva
nce
Low potential
Winners
High Risk
Challengers
Dehydration
Dry mouth
Malfunction of the body
Kidney problems
No loss of toxics
Dark urine Headache
Fatigue
Dry skinDigestion
Loose
weight
Bad mood
Lack of vitamins,
Minerals, salts
Loss of concentration
Painful urination
Breastfeeding less productive
Sore muscles
Migraine
Guilty feeling
Less sweating
Cramps
StressSickness
Fever
Constipation
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Ethnography & forum discussion
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ParticiParticipant
Traditional
ethnography360° ethnography
00
Agent
ideation
Client
Participant
Context
Context
Researcher
Researcher
360° ethnography= type of observational research where research participants are asked
to observe their own environment by taking pictures and video’s.
Through a blog and interactive commenting tools, they are able to
comment on their observations.
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360° ethnographyProcess
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
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Ethnography methodologyResearch participants
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360° ethnographyProcess
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
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360° ethnographyProcess
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
Story about picture
Tag funtion
Upload picture
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360° ethnographyProcess – different angles of analyses
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
Wake up & become active
• je viens de me lever et comme d’habitude je bois un verre d’eau pour commencer la journée
Flat versus sparklingBottle vs glass vs carafe
Tap vs mineralBrand
Small vs big sips
Intensity of thirstWeekend vs week
Fast vs slowHabits
Temperature
Other commentsBRINTA
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Product usage
Glass
water
Big bottle Small
bottle
Big sip Small sip
Tap water Mineral
water
Consumer profile
Most heavy water drinkers
(2l000 - 4l117)
Less heavy water drinkers (1l500 –
1l917)
360° ethnographyProcess – different angles of analyses
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
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360° ethnographyProcess
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
BREAKING
EMOTAGS
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360° ethnographyProcess
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
Tag funtion
Profile
Message from
moderator
Message from
moderator
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360° ethnographyProcess
Kick-off online discussion group
Participant observation
Participant interpretation
Researcher analysis
Forum discussion
Autodriving
RECOGNITION?
REMAINING
QUESTIONS?
ACTIONABLE?
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Dive into some results
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Markers for water consumptionOverview
MENTAL
PHYSICAL
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... wake up better
...have a better night of sleep
If I drink water, I will...
Brain
MouthThroat
Kidney
Stomach
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If I drink water, I will...Wake up better
ça me fait du bien car ca m’ humidifie
la bouche et cela me permet de
prendre le petit dèj en ayant envie de
manger quelque chose.
J’ ai besoin de me réveiller réelement et de me raffraichir. Boire a ce
moment là m’ a changé les ideés et m’ a fait oublier que je m’ étais levé
tôt et que j’étais fatigué.
Mon corps va être tellement
reveillé que je vais avoir une envie
subite d‘aller aux toilettes. Mes
reins ont très bien fonctionné sur
ce coup là. Je me sens bien et
près à faire ma journée
C’est le meilleur car après un nuit de sommeil il faut
absolument se réhydrater , il a pour effet de rincer la
bouche et l’organisme. Il est aussi là pour recharger les
batteries
Je me suis levé sans boire et donc sans
me rafraîchir les idées et cela ne m’a
pas aidé à attaquer ma journée du bon
pied,
1
cerveau en éveil
c'est comme la crème que l'on met
quand on se sent sèche de la peau, ça
hydrate de l'intérieur et fait un bien
fou. L‟effet d„élimination des toxines
par les pores de la peau.
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Water leads to activation
Water leads to hydration on the short term
Water leads to elimination
If I drink water, I will...Wake up better
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If I drink water, I will...Sleep better
je me sens fatigué, je vais bientôt me
coucher il faut boire pour ne pas avoir
soif la nuit et ça prépare à se détendre
afin de mieux s'endormir
Voila c est l heure de
dormir et le dernier
moment de boire
avant de dormir ces
gorgees vont me
mettre en phase pour
rejoindre les rêves et
je serais bien dans
tout mon corps
pendant que je bois je sents l’eau passée
dans la bouche et la gorge, ca me donne
l’impression que ca me nettoie la bouche
de toutes les impuretées que l’on peut
avoir accumulé pendant la journée.
après avoir bu, je me sens plus propre de la
bouche et prête à dormir.
Mon eau est à porté de main, et ça me
rassure car je sais que si jamais je
ressens une autre secheresse ou un
manque ou bien une énorme soif, j‟ai ce
qu‟il faut.Je suis apte à dormir
correctement.
Cette eau me rafraîchit la
bouche et m‟ enlève le
goût pateux dû a la
cigarette, et me prépare
mentalement pour la
nuit. Je suis maintenant
prêt pour dormir. Surtout
que je sens que l‟eau
descend et je la sens
arriver dans mon ventre
ça fait un bruit bizarre, lol
1
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Water leads to (de)activation
Water leads to hydration
Water leads to elimination
If I drink water, I will...Wake up better & Sleep better
Thoughts
Smells
Taste
Food
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Vd
If I drink enough
water, on the long
term I will...
6
Hair
Skin
Head
Throat
Muscles
• have better skin
• more healthy hair
• less often throat pain
• less often headaches
• more flexible muscles
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Vd
If I drink enough
water, on the long
term I will...
Hair
Skin
Head
Throat
Muscles
• have better skin
• more healthy hair
• less often throat pain
• less often headaches
• more flexible muscles
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DANONE Key learnings
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Elimination Hydration
Action
Relaxation
Sensory
Mental
Physical
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The goal of the study was to identifying physiological & mental markers related to the water consumption of heavy water drinkers
In total we defined 20 markers that lead to over 60 hypothesis
In order to prioritize, several measures were calculated
– # respondents that mentioned certain marker
– # times a specific marker was mentioned (multiple times per respondent)
Prioritization
Better sleep
Wake up (wash away rests + wake up)
Control eating behaviour
Digestion
Energy boost
Temperature regulation
Removing unhealthy substances
Better skinHealthy hair
Throat pain Headache
Muscles
Concentration
CreativityPlanning
Manage negative
emotionsStress
Healthy pleasure
Security & autosatisfaction
# participants
# a
vera
ge t
ime
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Validity & parallels with other research done at Danone
The grid of markers detected with InSites Consulting appears also in other surveys
Test based on diary study & face-to-face in depth interviews in 4 countries
Consumer survey based on specific water consumption with prompted questionnaire
EXTERNAL VALIDITY
Cross analysis
Internet media allows us to go in details, to have an real interaction with consumers
Probably, “Face to face interview” & “diary on paper” allow the consumer to express in an
another way
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Action plan
Cross analysis with others tests
Selection of markers, taking account :
Marketing strategy
Based on consumer interest
Capacity to get an objective evaluation of the impact
– Based on science &/or published Questionnaire…
Prove effect on consumer surveys
Communication
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Key learnings for Danone / method
WE SUCCEED TO DETECT SEVERAL HYPOTHESIS
For us 3 main success criteria of the approach are:
Process in several steps
• The fact to organise the test in several steps is very pertinent
• Allows to precise questions, to progress in the analysis
• Allows us to improve consumer selection
Long term & use
• The fact to base comments on real consumption, real situations highlight
real insights
Use of words, image
• The possibility to explain the benefit with several means is key
• The use of projective step, diary seems very well adapted
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