Focus groups | september

Tool: The Lion’s Cage

Oliver Spitzer — Mon, 06 Mar 2017 16:09:42 +0000

Tool: The Lion’s Cage

Objective

to see one’s own brand through the eyes of its customers.

Why

The target group is the best source for pinpointing the crucial USP and discovering which RTBs really do win people over. But how can we get consumers to slip into the role of marketing professionals? The best way is to play a game: Lion's Cage is an unconventional method with which to tease out pertinent arguments for a new product from your target group: via a competition.

How

Consumers with creative potential come together with product managers. The participants are split into several groups and given prototypes of new products, for which they are then asked to find suitable arguments and supporting evidence for a commercial under time pressure. After the workshop, the Lions (representatives of the client) take their places on the jury to decide who’s come out on top to win the main prize.

What

Selectivity, inspiring templates for marketing, and a product management team who identify 100% with the results.

Psyche over tongue: indications of quality in coffee

Oliver Spitzer — Mon, 06 Mar 2017 16:09:22 +0000

Psyche over tongue: indications of quality in coffee

Objective

to identify factors that driver the perception of quality in coffee

How

Over 20 possible 'quality triggers' were generated in a multi-stage process involving in-depths and focus groups with end customers and trendsetters (online food bloggers): from the origin of the bean, to roasting and packaging, right down to the cultural rituals associated with drinking coffee. Emotion research was then conducted to prove which of the many possible options really do have an emotional effect and are credible for the brand.

Why

When consumers rate the quality of a coffee brand more highly in a blind test than with prior knowledge of the brand, it's clear that the communication side needs tweaking. Apparently, it isn't enough just to offer a good coffee. Which is why our client wondered: What drives the perception of quality?

What

The insights from the emotion research gave our client a basis on which to design a new quality concept, including the development of a new TV and out-of-home campaign, which was in turn again evaluated using heart.facts emotion research.

On an equal footing with demigods

Oliver Spitzer — Mon, 06 Mar 2017 16:06:31 +0000

On an equal footing with demigods

Objective

to identify market openings for a new surgical product for doctors.

Why

A medical hardware supplier commissioned september to survey doctors with the aim of identifying any drivers and barriers within the target group prior to launching the product.

How

september carried out separate focus groups with patients and doctors. The research with the doctors called for particularly rigorous technical preparation on the part of the moderators, ranging from introductory workshops to sitting in on surgical procedures.

What

september recommended that the product be launched. The research findings helped our client develop a discussion guide and compile information to support the doctors when consulting discerning patients.

Chinese-German co-operation – big time

Oliver Spitzer — Mon, 06 Mar 2017 16:04:13 +0000

Chinese-German co-operation – big time

Objective

to identify a design platform for a new product range in 4 countries.

Why

A Chinese supplier of electrical household appliances asked september to conduct design research for a Europe-wide launch of new large white goods. They were also seeking insights into the public perception of the large white goods category within the cultural context of each country.

How

We used a broad qualitative study with focus groups in four European countries to identify the best design platform. september also drew up graphic household personas for the respective countries: Italian mama meets Russian matron.

What

An intercultural workshop in China, with informative and entertaining elements. Thanks to the ‘personas’, the Chinese marketing department had no trouble appreciating the differences that exist between European users. Working in groups under our moderation, the marketers came up with verbal concepts for the future launch – a good example of the comprehensive strategic supervision provided by september.

The tariff of the future

Oliver Spitzer — Mon, 06 Mar 2017 15:50:49 +0000

The tariff of the future

Objective

to design innovative communication tariffs

Why

Our communications client required insights to design alternative communication tariffs for the future. Tariff-based research is challenging enough, but tariffs for the future call for a special approach.

How

The multi-stage, funnel-shaped process leads us from co-creation workshops (‘n-tables’) with extremely progressive ‘objective’ groups, to workshops involving our clients, right down to in-depth interviews in which the tariff ideas developed during the process as a whole are finally evaluated among broader groups of customers.

What

september has come up with a mental framework that reveals the drivers and barriers likely to influence how a communication tariff will be chosen in future. The recommended tariffs are in the process of being drafted.