the researcher is not an island

The researcher is not an island

March 5, 2008

Ralf Löffler Managing Director, Publicis Brand Consultancy

Nelly Kern Research Director, insight europe gmbh

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AQR QRCA Bridges to Excellence3

Today’s agenda

Introduction

What we did

How it worked

What we do with it

Bottom Line

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Introduction

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Introduction

Empowerment of the consumer

Empowerment of the consumer

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Introduction

Status of co-researcher

Education on self-observation and self-

reflection

Sharing of research results

Broadening of research focus

EmpowermentEmpowerment

Long-term approach

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Introduction


Deeper InsightsDeeper Insights

MotivationMotivation

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What we did

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What we did

1st briefing session with all mothers (24) purpose of research research topics modus operandi role as co-researchers

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What we did

Research tools:

Small booklet with 9 chapters to be kept 24/7

Two-channel diary on a specific topic

Monthly workshops in sub-groups of 6 to gain deeper insights

Ethnographic interviews on specific topics

Forschungstagebuch

No. 4 „Unterwegs und auf Reisen“

Von:____________

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How it worked

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Deeper InsightsDeeper Insights


16

How it worked

MotivationMotivation

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What we do with it: Getting deeper insights

“You care more about the future and social questions.

I don’t know how to explain it, my life makes more sense!”

“You care more about the future and social questions.

I don’t know how to explain it, my life makes more sense!” “You care more about people,

you become more tolerant - you become a better person.”

“You care more about people, you become more tolerant

- you become a better person.”

“The child comes first - before everything else. He gets the

healthy food, I don’t. I get him to the doctor, not me.”

“The child comes first - before everything else. He gets the

healthy food, I don’t. I get him to the doctor, not me.”

“I am afraid that my husband could leave me, I don’t have money!”

“I am afraid that my husband could leave me, I don’t have money!”

Mothers have to redefine their self image- just like in puberty.

Mothers have to redefine their self image- just like in puberty.

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The most important question is how to be the „perfect mother“The most important question is how to be the „perfect mother“

Multiple advices of grandparents, brothers and sisters, friends, pediatricians or midwifes make mothers feel insecure. In consequence they question put their gut feeling.

We have taken the words right from the mothers when we address their „maternal instinct“.

The outcome is the Nestlé Alete claim „Mum knows why“:

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Mothers strongly neglect their own needs - especially in terms of nutrition

Mothers strongly neglect their own needs - especially in terms of nutrition

During pregnancy and lactation: healthy food to nourish and not to harm the child.

Directly after lactation: Especially in the first few month the child and its needs is in focus. Therefore mothers don‘t spend much time for their own nutrition. They consume primarily fast food and frozen food.

Bit by bit the child eats at table. Mothers begin feel responsible for their own nutrition again – they want to be a role model.

Why do food companies not offer a special range for mothers with high nutritional value and quickly to prepare?

“My son does not eat a lot – this is why I eat healthy

things like bananas and show him how

much I like it.”

“My son does not eat a lot – this is why I eat healthy

things like bananas and show him how

much I like it.”

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Shopping: from fun to tortureShopping: from fun to torture

10:00 – 10:10

10:10 – 10:15

10:15 – 10:30

10:30 – 10:40

10:55 – 11:00

11:00 – 11:15

10:45 – 10:55

10:40 – 10:45

11:30 – 11:45

11:45 – 11:55

11:55 – 12:00

11:25 – 11:30

11:15 – 11:25

Breastfeeding finished, mother dresses herself.

Packing for going shipping: diapers, soother, etc.

Mother dresses baby and puts it into baby seat and carries it into car.

They drive to the store, baby falls asleep

Arrival at store, looking for parking space big enough to get baby out of car

She gets the baby out of car, carries it to a trolley, puts the baby seat into trolley, goes into the store and undresses baby as it is warm in the store.

Baby wakes up and screams, mother soothes baby

Grocery shopping, no room for groceries as baby seat takes all the space

Baby has a full diaper – mother searches a baby change

Baby change in toilet is dirty, mother changes baby’s diapers

Mother has to hurry up, goes to counter, pays, dresses baby, gives back trolley, hurries to car, puts baby into car

Drive back home

Mother leaves groceries in the car, carries the baby into the flat, undresses herself and the already screaming baby and starts breastfeeding

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Shopping: from fun to tortureShopping: from fun to torture

Trolleys get worse rather then better in the last few years. We have asked mothers to design a perfect trolley:

Seat for the baby

Footboardfor children

Toy to play with

Possiblity to hang

children’s jacket

Additional shelf for bigger items

Much spacein trolley

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Mothers under pressureMothers under pressure

birth of child

frequency of use

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Landline

Handy

Mothers have to react to the needs of the baby 24 hours a day. So they are very sensitive to further pressure.

Therefore mothers love communication mediums like SMS and email. They can react independently.

Why do providers not offer a special contract for mothers?

“Since having a child I prefer SMS because of the possibility

to answer whenever I like to.”

“Since having a child I prefer SMS because of the possibility

to answer whenever I like to.”

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AQR QRCA Bridges to Excellence

What we do with it: Benefits of the study.

Dynamic and flexible integration of ad hoc issues concerning product, communication and interaction

Companies (especially brand

manager)

Research

Intensive cross-linking and exchange between all parties involved in brand development

WRMTM as a “vivid”

researchtool

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Bottom line

“We have something to say! Take us seriously and you will have our FULL engagement!“

the researcher is not an island

Documents

islandthe researcher

chapters to

groups of

reisenlaufende beobachtungder

what we didresearch

letzten malen

introductioneducation

small booklet with