Prosumer_120309 | Qualitative Research | Survey Methodology

December 7th, 2009

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Agenda
• Who are Prosumers? • How to identify Prosumers • Conducting a quantitative Prosumer study • Conducting a qualitative Prosumer study

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Who are Prosumers?

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Who Are Prosumers?

% Consumers

• Like Momentum 2.0 and Decipher, Prosumer is a future-focused tool • 15-25% of men and women who make and break markets— in every category and geography • Leading edge consumers who help us understand what’s next • Predict what consumers will think, feel, say, or buy in the next 6-18 months

15–25%

PROSUMERS

6–18 months

Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009

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5x more likely to entertain friends and family at home several times a month Prosumers are 2.The Ultimate Influentials Prosumers are 2.3x more likely to regard themselves as ―leaders‖ Prosumer Pulse 2004–2005 5 .5x more likely to be extroverts Prosumers are most influenced by each other Prosumers are 1.

the algorithm allows us to identify the Prosumers within it 6 .Let’s Be Clear… • We are not interested in targeting a niche—even a large one • We track Prosumers in order to anticipate the direction in which the bulk of consumers will soon move • Prosumer is a tool that can easily be used in conjunction with client research tools. and online surveys • No matter what size the group. focus groups.

Prosumer Assets: Knowledge Exchange and Know Publications • ***Need a definition of Knowledge Exchange*** from Ann • ***Need images of Know study covers*** from Paige 7 .

Identifying Prosumers 8 .

I consider myself a real independent thinker. 2. 3. I consider myself far behind the times and not very engaged in either consumerism or pop culture. vendor.Identifying Prosumers: The Prosumer Survey For each of the following answer either: 5 strongly agree 4 somewhat agree 3 neither agree nor disagree 2 somewhat disagree 1 strongly disagree 1. venue. I am often consulted by my peers for counsel and recommendation on a range of topics. 5. 4. I tell lots of other people. I am frequently the one doing the newest thing(s) first. anything. product. service.* 6. and believe what I hear on television and radio. I’m typically the first person I know to try new things. When I have a great or an awful experience with a new brand. I trust what I read in newspapers and magazines. 9 .

service. I consider myself a real independent thinker.Identifying Prosumers: The Prosumer Algorithm ―Strongly Agree‖ or ―Somewhat Agree‖ • I’m typically the first person I know to try new things.‖ ―Somewhat Disagree‖ or ―Strongly Disagree‖ 5. venue. • When I have a great or an awful experience with a new brand. I trust what I read in newspapers and magazines. vendor. ―Neutral. • I am often consulted by my peers for counsel and recommendation on a range of topics. I consider myself far behind the times and not very engaged in either consumerism or pop culture. anything. • I am frequently the one doing the newest thing(s) first.* ―Somewhat Disagree‖ or ―Strongly Disagree‖ 6. product. 10 . I tell lots of other people. and believe what I hear on television and radio.

Working with Prosumers 11 .

ethnographies. including: focus groups. panels. and innovation sessions When should it be used? • When there is a need for a two-way dialogue • Idea generation • Insight generation • NPD development 12 .Working with Prosumers: Selecting a Study Type Quantitative What is it? • The typical quantitative Prosumer study is an online survey of 250-300 participants • Provides hard data that allows you to compare the opinions of Prosumers to the general population – providing FutureFocused insight When should it be used? • Comparing data over time • Linking to a brand tracking study • When interacting with a data-driven client What is it? Qualitative • Qualitative studies allow for interpersonal interaction with Prosumers • Any qualitative method can become a Prosumer exercise if the Algorythm is used in recruitment • There are a wide variety of Qualitative methods.

” 81% Agree 65% 4% Disagree 9% Prosumer Consumer Source: Euro RSCG Mass Affluent Investor Poll for Charles Schwab. 9/04 13 .Quantitative Example from Charles Schwab “I consider myself to be a regular person who has done well.

among them: • 14 product ideas put into BASES testing • Net: 250% more productive than previous innovations initiatives undertaken by RB • So successful.Qualitative Example from Reckitt Benckiser • 3-day Product Innovation session with 2 dozen Prosumer homemakers • Results: • 60+ new product concepts. partnership has continued • Innovation training for RB European employees • ―Expert‖ immersion • French’s workshop 14 .

Conducting a Quantitative Study 15 .

4. Contact Research Vendor: Market Probe International. Approve for launch 7. Create questionnaire 3. Test online survey 6. Copy Phillip Buehler on all correspondence. Analyze the data / share findings 8. Work with Market Probe to finalize questionnaire 5. Determine market(s) and sample size 2. Submit results to Ann O’Reilly for posting on the Knowledge Exchange 16 .Steps to Conducting a Quantitative Study 1.

Quantitative Step 1: Determine market(s) and sample size • Typical sample size for a 1-market study would be 250 to 500 and would cost approximately $12.000 to field • Translating the questionnaire for a multi-country study will add to those costs 17 .000 to $15.

(Important: Please check with Phillip Buehler for the most recent version of Prosumer questions and algorithm for your market. the algorithm is currently being tweaked.Quantitative Step 2: Create the questionnaire • Maximum-length survey should take approximately 20 minutes to fill out • For sample questionnaires from past studies.) • It may be useful to include questions from previous surveys (agency or outside) to allow for comparisons over time • Circulate draft questionnaire to anyone who might have productive input 18 . contact Ann O’Reilly • Include Prosumer algorithm questions.

Quantitative Step 3: Contact Research Vendor • Contact Alan Appelbaum at Market Probe International for price quote and to arrange fielding. Market Probe International. If you use a local vendor. 19 . Be sure to copy Phillip Buehler on all correspondence. parents). you must have them sign the confidentiality agreement that is located on the Knowledge Exchange site prior to sharing with them the Prosumer questions and algorithm. you may do so. 13 Fax: 212-725-7529 Website: www. Indicate desired demographics and segmentations for crosstabs (e. However. having conducted them since 2004.marketprobeint. Phone: 212-725-7676 Ext.g. Market Probe is highly experienced with Prosumer studies.com • Note: If the study is 100% locally funded and you would prefer to use a local research vendor.. • • • • Alan Appelbaum. male/female. President & CEO. age groups. Inc.

marketprobeint. parents). age groups.com studies. Inc. If you use a local vendor. Market Probe is highly experienced with Prosumer SurveyMonkey.com • Note: If your research is unfunded.. Indicate desired demographics and segmentations for crosstabs (e. Be sure to copy Phillip Buehler on all correspondence. Market Probe International. However. President & CEO. Phone: 212-725-7676 Ext. male/female. you may do so.Quantitative Step 3: Contact Research Vendor • Contact Alan Appelbaum at Market Probe International for price quote and to arrange fielding. 13 Fax: 212-725-7529 Website: www. having conducted them since 2004. 20 . you must have them sign the confidentiality agreement that is located on the Knowledge Exchange site prior to sharing with them the Prosumer questions and algorithm. you can Note: If the study is 100% locally funded and you would prefer to use a local research use do-it-yourself services like vendor.g. • • • • Alan Appelbaum.

• Step 8: If the results are English-language. clients.Quantitative Steps 4 through 8 • Step 4: Work with Market Probe to finalize questionnaire • Step 5: Test online survey (Market Probe will handle this) • Step 6: Approve the survey for launch • Step 7: Market Probe will return data sheets with crosstabs in Excel and Word. submit the resultant report(s) and/or presentation deck(s) to Ann O’Reilly for posting on the Knowledge Exchange. 21 . Have your team analyze the data and prepare one or more reports and/or PowerPoint presentations to share findings with colleagues. and prospects. Please indicate study authors so they may be properly credited.

Working with Prosumer Quantitative Data 22 .

2008 23 . my first step is usually the Internet Prosumers: 92% 94% 92% 88% The Internet has had little to no impact on my shopping Prosumers: 6% 17% 5% 25% Overall: 75% 71% Overall: 75% 71% 10% 22% 11% 21% Source: Future of Shopping.Prosumers Ahead of the Curve in Online Shopping How much do you agree with each of the following statements? Strongly/Somewhat Agree Even if I don’t make purchases online. the Internet is a very important part of my “shopping” Prosumers: 99% 88% 92% 92% I do lots of [consumer] research online Prosumers: 88% 70% 84% 88% Overall: 81% 76% 78% 81% Overall: 67% 42% 65% 66% For major purchase decisions.

I eat a healthy and balanced diet When I go to a fast-food restaurant. I try to make healthy choices I'm more likely to go to a fast-food restaurant that offers healthful selections Combined “virtuousness” 82 77 85 71 70 58 49 46 77 64 89 79 74 70 54 69 65 51 70 49 62 55 49 57 57 27 59 46 21 58 38 35 37 36 34 35 61 42 61 49 35 53 70 64 86 65 58 79 55 50 47 41 52 46 35 31 59 51 67 61 48 48 43 39 60 50 36 31 74 59 66 57 383 360 356 312 325 279 230 213 374 311 442 399 Source: Prosumer Pulse 2004 24 .Prosumers Quicker to Adopt Healthy Lifestyles US Please indicate how much you agree with each statement % Agreeing Completely/Somewhat Prosu mers Others Prosu mers Others Prosu mers Others Prosu mers Others Prosu mers Others Prosu mers Others UK France Germany China India Base: Total Respondents I am much more aware of the nutritional/health value of the food I eat than I used to be I read the nutritional information labels on food packaging I take vitamins and/or other dietary supplements Overall.

Palm. Blackberry) None of the above 16 4 4 29 6 2 13 3 5 23 5 4 10 2 5 23 5 1 16 3 3 4 1 15 12 2 7 17 3 2 36 12 0 Source: Prosumer Pulse 2004 25 .g..g.9K HHI $100K+ Which of the following do you own or have access to for personal use? Base: Prosumer 2004 DVD player Standard cell phone High-speed home Internet connection 1.. iPaq) Personal video recorder (e.g. TiVo ) Cell phone with additional functions 36 19 18 17 51 33 24 26 33 16 17 15 45 26 21 20 28 13 15 14 46 24 21 26 36 20 17 15 19 8 14 5 26 13 16 14 39 21 17 18 65 43 29 35 Portable MP3 player Portable e-mail device (e..982 382 1600 991 991 775 812 395 844 698 211 82 73 56 91 77 68 79 72 54 84 74 62 80 72 51 90 74 66 85 76 58 58 63 35 77 66 49 87 79 59 88 84 79 Laptop computer Personal digital assistant (e.Prosumers Adopt Technology Quicker than the Young Total Prosumer Consumer Male Female Age 18–34 Age 35–54 Age 55+ HHI <$50K HHI $50K–99.

Conducting a Qualitative Study 26 .

Example Qualitative Methodologies 27 .

g. where you allow prosumers to do thinking for you More detail on X-Plorer to follow 28 . but timeconsuming/expensive Panels • Allow for on-going research with a consistent group of respondents • Valuable in exploring category issues concept/ad testing and identifying new trends • Difficult to maintain interest/attendance over the long term Innovation Sessions • CBI lab – in addition to client and agency personnel can incorporate Prosumers in ideation process • X-Plorer – Prosumer immersion session. At home with moms or at a bar with beer drinkers) • Allows for rich insight.Example Qualitative Methodologies Focus Groups • Most traditional form of qualitative research • Enables you to field the opinions of a larger number of respondents – 6 to 8 at a time Ethnographies • In-depth interactions with individuals • Typically take place in the respondent’s natural environment (e.

Qualitative Methodology Example: X-Plorer 29 .

during which you have Prosumers do the thinking for you • Goal: To identify opportunities for new products and innovations in response to genuine Prosumer needs When should I use X-Plorer? • NPD ideation • To identify emerging brand issues before they become a problem 30 .What Is X-Plorer? X-Plorer Defined • Intensive Prosumer immersion sessions (a day. a weekend. or longer).

is a task uniquely suited to Prosumers 31 . any qualitative study can become Prosumer-centric when using the Prosumer algorithm in the recruitment process • The objective of the X-Plorer session. product-innovation.Why Use X-Plorer as the Example for a Qualitative Methodology? • As previously mentioned.

X-Plorer: Examples • Prosumer moms create new products they wish they had for their homes • Now a standard feed into RB’s normal product-development process • RB deemed it so successful they asked us to conduct a similar session with their top global product-development staff New examples needed 32 .

Conducting a X-Plorer Study 33 .

Create session materials 5. Present findings to client 34 . Write Introductory Briefing 4. Determine project parameters 2. Recruit participants who represent the target or key target segments 3.Steps to Conducting a X-Plorer Study 1. Build an Agenda 6.

.g. technology enthusiasts) • How long will the session be? (Can be anywhere from a half-day to a weekend or longer. grocery shoppers. use offsite location such as a spa. single parents. determine the following: • What are your goals and objectives for the session? Be very specific—Are you looking for extensions for an existing product line? A new product line? Improvements to existing products? • Who are you looking for in terms of participants? (e. or a conference or training center • Who will be involved besides the prosumer participants (within the agency and client teams)? Who will facilitate? 35 .X-Plorer Step 1: Determine Project Parameters Working together with the client team. depending on objectives and budget) • Where will it take place? If possible. hotel. working moms. affluents.

attempt to recruit people you feel will be able to maintain concentration/enthusiasm throughout the process 36 . recruit 15-20 Prosumers within that group • As the majority of X-Plorer sessions are immersive. multi-day programs.X-Plorer Step 2: Recruit Participants • Once you determine your target group.

and customer profile (current and desired) • Clearly state objectives for the X-Plorer session and what their role is (what do you want to come away with?) • The idea is simply to get everyone up to speed and in a creative mindset 37 .X-Plorer Step 3: Create Introductory Presentation • Prior to the X-Plorer session. it is helpful for the agency team to create a presentation to brief participants on the overall category and brand. key trends (current and emerging).

workshop exercises) • For multi-day sessions. a combination of group exercises. and group discussions works best • Moderated discussions (typically centered on needs. desires.. frustrations. the teams challenge each other’s thinking and drive each other to better results 38 . discussion guides. issues. courses of action become evident through the commonality of thinking among the different teams • Alternate these creative exercises with presentations of the thinking by each team to the entire group • Subsequent exercises often build on results of preceding exercises • Generally.g. wish lists) • Exercises based on ―homework‖ submitted by participants in advance of arrival: behavior or usage logs • Ideation exercises—inventing new products or services • Design the exercises to suit the issues at hand • Use templates to force thinking and creativity toward specific ends • More loosely structured for brainstorming • Have teams work on the same exercises if possible • Often. presentations.Qualitative Step 4: Create Session Materials/Exercise • Create session materials (e.

likes. preferences. What was it and why did it taste better than most vegetarian meals? 39 .Find someone who hates your favorite movie • Provoke this person into admitting one thing that would make them see the sequel (if there were one) 2. that make them consumers. • At the end of the session. but provoking colleagues can be even more fun! For the next 15 minutes you have free reign to provoke as many of your colleagues as possible. within reason) responses wins For Example 1.Find a cat lover—preferably one who hates dogs • Provoke this person into listing the top ten best things about man's best friend (and.Find a vegetarian • Provoke this person into a discussion about his or her favorite meat-based meal prior to becoming vegetarian. and dislikes—those qualities that make them human. no.Find someone who claims he or she has never watched reality television • Provoke this person into describing the one reality series he or she would watch 4. • Your mission? To complete the following worksheet by finding people in this room who fit each of the 10 descriptions and provoking them into divulging their habits.X-Plorer Step 4 (cont’d): Example Exercise A Warm-Up: Provoke! Exercise • Provocative ideas are fun. the person with a worksheet filled with the most provocative (ahem. we're not talking about Rex…) 3.

• Example: In buying a bicycle. nostalgia for their first bicycle or wind through their hair • The pleasure of doing something nice for oneself. • Example: The rational benefits of purchasing a bicycle might include: • Mobility. characteristics.‖ 40 . you’ll find an innovative product—a good idea someone once had—and a worksheet. the emotional benefits might include: • For a child. You will have 3 minutes to complete the worksheet for your product before you have to switch to the next station. • Getting Your Mind in Gear: Here are some of the concepts you will want to have top of mind going into this ―speed round.X-Plorer Step 4 (cont’d): Example Exercise B Quick Thinking Exercise • Performed in groups of 3 • This exercise requires a bit of mental and physical dexterity and the ability to come to consensus quickly. insightful…and quick about it. benefits. the pride of mastering a big-kid machine • For an adult. The product’s ―standalone DNA. nurturing a feeling of self worth • The sheer joy of riding that brings a smile to the face • Unique Selling Proposition (USP): The qualities. At your designed station. or combination thereof that makes the product stand out from the crowd. Be creative.‖ • Rational Benefits: Rational benefits generally fulfill a need (versus a want) that the consumer is experiencing. being able to get around independently • Being environmentally responsible • Gaining health benefits associated with cycling • Saving money on gasoline and car maintenance • Emotional Benefits: Emotional benefits generally deal with the ―want‖ that moves someone to buy a product or service.

X-Plorer Step 4 (cont’d): Example Exercise B Quick Thinking Exercise Worksheet • Product:_______________________________________________ • Rational Benefits:_________________________________________ • Emotional Benefits:_______________________________________ • USP:___________________________________________________ 41 .

B. loosen up and maybe even surprise yourself. The trick is to work fast.. change topic to product or service area of the workshop (e. • After a couple of topics.‖ B completes the thought ―because [XXX – whatever reason comes into B’s head] C says: ―Marriage is like [XXX – whatever comes into C’s head] because….g. • Instructions: Get together with at least 3 other people (possibly three)— A. C (and possibly D) • • • • A says: ―Marriage is like [XXX – whatever comes into A’s head] because…. Don’t stop to think—it slows you down and it’s less fun.‖ Next person A or D completes the thought ―because [XXX – whatever reason comes into A’s or D’s head] • Example • A says: ―Marriage is like a Caribbean island because…‖ • B completes the thought ―because a Caribbean island is fun for a while…‖ • Continue on the theme of marriage until the facilitator calls out the next theme. The idea is to have fun. ―Household cleaners are like XXX because…‖) 42 .X-Plorer Step 4 (cont’d): Example Exercise C Making New Connections • Objective: Getting energy levels up and inhibitions down • There are no right answers in this exercise. Go with the first thing that comes into your head.

and the Future of Cooking Saturday. New Delivery • 5:45–6:15 • 6:15–7:30 • 7:30 • 11:15–12:15pm • *Individual team members will be excused for the 60+ minutes of their complimentary spa treatment 43 . Orientation. and Opening Remarks Group Discussion: Foods. Registration. May 15 • 7:00–8:00am • 8:30–9:30 • 9:30–10:30 • (3 Teams) • 10:30–11:00 Team Presentations Yoga or Sleep In Breakfast and One-on-One Questionnaire Team Exercise on Flavor: New and Noteworthy Condiments • 5:00–7:00pm • 7:00–8:00 • 8:00–8:30 • 8:30–9:30 • (3 Teams) • Team One: Convenience-Based Solutions Team Two: Family-Focused Solutions Team Three: Solutions That Jump Off the Shelf • 12:15–12:45 • 12:45–2:00 • 2:00–2:30 • 2:30–4:00 Team Presentations Lunch/Break Presentation: On Our Tables and In Our Mouths: Trends Impacting the Food Industry Team Exercise on Dream Products That ―Fill the Void‖: Identifying and Solving Unmet Needs (3 Teams) • Team One: Feeding a Family Team Two: Singletons Team Three: Better-for-You Solutions • 4:00–4:45 • 4:45–5:00 • 5:00–5:45 Team Presentations Break Product Stimuli Exercise: Recipe Reviver (Teams of 3) Grab-Bag Presentations and Discussion Relaxation Dinner • 11:00–11:15 Group Discussion: Ways to Expand Top Ideas/Take Them into Other Areas Team Exercise on Packaging: Same Sauce. Welcome (Cocktails Served) Potluck Dinner Featuring Guest Selections and Grilled Entrées Introductions. (Sample multi-day agenda shown below) X-Ploring Flavor May 14-15 • Friday.X-Plorer Step 5: Create an Agenda • Create the agenda. build in plenty of relaxation and ―getting to know you‖ time. May 14 Arrival. Flavors. for multi-day sessions.

X-Plorer Step 6: Report Findings to Client • Videotape sessions and interviews for client presentation • Compile findings (product ideas) and present to clients • Determine next steps 44 .

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