market research in product design webinar: do you want to be good, or great?
DESCRIPTION
Download Qualvu’s webinar and take your product research to a whole new place (your customers’ lives). Product research has traditionally been conducted in labs, focus group facilities, and far away from the real settings where consumers are using the products. But Qualvu is changing that: The Internet, online video, and consumer-driven product studies now put you in contact with consumers – using products as they actually do – in those settings that reveal “moments of truth” that separate good product research from GREAT product research.TRANSCRIPT
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PRODUCT RESEARCH: DO YOU WANT TO BE GOOD, OR GREAT?
John WilliamsonCEO & Founder, Qualvu
Shelley KrasnickManaging Director, Research & Insights, Qualvu
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ABOUT QUALVU
Qualvu is an advanced online video solution for qualitative research.
Innovative asynchronous mobile video feedback Searchable video intelligence allows in-depth data mining Streamlined, easy-to-use, turnkey project management Proprietary recruiting selects the best consumer participants
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WHAT YOUR WILL GET OUT OF TODAY’S WEBINAR
Discover new and innovative video-based research techniques that uncover consumers’ true relationships with products
Learn how as a researcher you can be invited to observe the candid, and sometimes surprising, settings where your customers interact with your products
Learn how this access drives not just usage data, but enables you to truly get to know and understand your customers in new ways
Learn how companies have successfully integrated consumer insights into the product development process – and how you can, too.
Learn how this research can be conducted at a fraction of the cost and complexity of traditional in-home ethnographies.
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A QUICK LOOK: PRODUCT FUN
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WHAT CAN WE LEARN?
Elegant combination of style and function
Goal is to create a great experience – the fantasy – for the customer
Producing breakthrough products
Getting to really know your customer
Obtained by truly watching, listening, and being aware
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HOW DID WE KNOW OUR CUSTOMERS IN THE PAST?
• Labs • Focus Groups• In-home videography
Unfortunately:
• Unnatural Settings• Social or 3rd party Pressures
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IDEAL PRODUCT RESEARCH
Consumer homes and work In-the-moment, natural setting Candid, open feedback No peer pressure Consumers’ relationships with
products
This methodology does not rely on memory or forced assessment, but instead allows consumers to record unfiltered, unadulterated reactions when they are tasting, opening, or using the product.
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EMPOWERING CONSUMERSON THEIR TERMS
BeforeIt was all about YOU….
• You set the time and location of the study
• You probed• You wanted them to share in a
group• You won – They lost
NowIt is all about THEM…
• They share when and where they interact with your products
• They think carefully, and respond freely
• They share in private, naturally• They win – You win
MORE THAN DATA: KNOWLEDGE
Get to know your consumers
Understand their pains, preferences, and habits
Be invited to their homes and lives
Reach inside your target markets minds
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Opportunity Discovery
Concept Development
Concept Evaluation
Prototype Evaluation
Product Testing
INNOVATION PROCESS
Search for new knowledge, or truth.
Develop concepts based on consumer insights.
Validate your concepts based on consumer reactions.
Understand potential benefits and problems.
Test your products in the real world and refine features.
OPPORTUNITY DISCOVERYSearch for new knowledge, or truth.
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GROOM WITH A VIEWCLIENT: LEADING CPG BRAND
OBJECTIVETo learn more about how consumers use oral care products as part of their morning routines.
METHODOLOGY By seeing their products used by real consumers in the privacy of their own bathrooms, the client sought to gain insights to refine or create new products.
STRATEGY Mobile web-cams 14 men and women from around the US Participants were asked to give a “tour” of their bathroom and to record their
morning routine on weekdays and the weekend They were also asked to answer a four-part series of questions from their bathrooms
WHAT WE LEARNEDNot all morning care routines are created equal, and this insight formed the basis for a creative session around new product positionings and concept development.
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“Nobody but Qualvu is getting into someone’s bathroom at 6:30 in the morning to watch the routine.”
- Client
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HOME IS WHERE THE CAR IS…LEADING AUTOMOTIVE COMPANY
OBJECTIVETo understand the feasibility of a new automotive product idea and potential features.
METHODOLOGYGaining a better understanding of consumers’ perspectives on key vehicle attributes and features, client was able to assess in light of an innovative new concept designed to solve distinct consumer problems.
STRATEGY Mobile cams Specific types of owners around the country Participants were asked to give a tour of their homes and describe corollaries with
their vehicles Participants were asked to described the importance of vehicle attributes vis-à-vis the
rough concepts, related to user, purchase and potential improvements.
WHAT WE LEARNEDThe auto is an extension of the home.
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CONCEPT DEVELOPMENTDevelop concepts based on consumer insights.
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SERIOUS MOM TIMELEADING CHILDREN’S BRAND
OBJECTIVETo better understand how Moms play with their infants, what makes a great toy, what they are looking for when making the purchase decision, and reactions to several new toy concepts.
METHODOLOGYInform decisions that will make the clients’ toys stand out better in a crowded toy aisle.
STRATEGY First-time new Moms, aged 21-30, with 0-12 month old infants At the stage where they play with infant several times a day Collected aspirations for their children, their daily routine, ideal toys and play time Finally, Moms were asked to talk about the brands, review different toy concepts, and
explain which were their favorite and why
WHAT WE LEARNED• Our client faced some interesting challenges that were difficult to change given the
circumstances; however it was crucial insight that allowed them to assess alternatives.
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CONCEPT EVALUATIONValidate your concepts based on consumer reactions.
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PANEL POWERLEADING AUTOMOBILE MANUFACTURER
OBJECTIVETo refine and consolidate seven concepts
METHODOLOGYShow unbranded and branded concepts for participant evaluation. Client was able to consolidate the top attributes of each concept and understand brand perception.
STRATEGY Webcams Utilized a custom proprietary panel built for purpose Mid-size sedan owners around the country Seven unbranded and randomized concepts were shared with sample and evaluated
for overall impression, positive/negatives, top attributes, likelihood to purchase, fit with lifestyle.
The same concepts were branded and shown again for evaluation.
WHAT WE LEARNEDBy easily using the same panelists in all stages of the innovation cycle, participants were empowered to make a significant impact, and felt ownership of the evolution of concepts and results.
PROTOTYPE EVALUATIONUnderstand potential benefits and problems.
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GOT NAPKIN?LEADING CPG MANUFACTURER
OBJECTIVETo understand how consumers are using current paper napkin products, as well as how they would use a new prototype paper napkin.
METHODOLOGYThe prototype was sent to heavy napkin users and usage was documented with the intention to obtain insights on gaps or new needs in the paper napkin marketplace.
STRATEGY Mobile pocket cams Qualvu Videodiary Blog platform All female respondents with at least one child living at home Participants were asked to show typical and current napkin usage and evaluate new
prototype napkin and package They were also asked to describe future purchase evaluation
WHAT WE LEARNEDProduct quality and performance made a big difference, and usurped brand loyalty if it performed as billed.
PRODUCT TESTINGTest your products in the real world andrefine features.
MUSIC IN THE BELLYACOUSTICAL EARPHONE COMPANY
OBJECTIVETo collect unbiased qualitative insights from customers to determine necessary product refinements, and strategies to optimize messaging.
METHODOLOGY By watching potential customers react to the product and packaging, and talk candidly about product expectations and usage, client was able to confirm suspicions and get unbiased perspective on their product and its features.
STRATEGY Webcams 10 expectant mothers from across the US Participants were asked to review from packaging, to instructions, to the actual
product.
WHAT WE LEARNEDThose instructions really do matter!
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“It was very clear from the Qualvu sessions that some changes needed to be made to the instructions, and the feedback from the women was instrumental in giving us a perspective on that.”
- Client
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FINAL THOUGHTS
A gesture says more than a million words.
Asynchronous video research allows you to connect to your consumers in their homes, at work, or on the go, and far from social pressure.
Allows for participant-driven interactions, at those crucial “moments of truth”
Video lets you uncover consumers’ true relationships to your products – it’s not always what they say, it’s what they do that matters.
Video research changes the odds, reduces the risk, and increases your chances for success.
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