When it comes to innovative & fruitful answers to business questions especially new product development or re-positioning related, co-creation workshop is highly suggested.
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Consumers are spending more and more time spending and interacting online, especially in smart phone devices. Not only marketing but also research needs to adapt by reaching through omni-channels: traditional, SMS message, online panel, etc. for sampling and collecting data.
With the fact of busy life among high income people, office worker combined with online interaction behavior of generation Z, the direct survey or booking meeting becomes difficult in execution and out-of-date.
When marketing campaigns use more digital channels to reach potential consumers, the evaluation of those campaigns also requires a similar recruiting and approach.
Traditional data collecting still brings some undeniable strength at the moment, however, there are definitely unavoidable impacts from weather, human resources or diseases.
Collecting data through omni-channel will help ensure the representative criteria of data to understand real consumer behaviors. In order to have a recruiting plan and suitable questionnaire design matching with each channel’s characteristics, not only resources but also understanding in each collecting channel are needed.
CASE STUDY
In baby wipes category, online panel is combined with focus group to create the data composite to answer the critical business questions:
- Online panel: What is the penetration rate of the category? What are the triggers and barriers?
- Focus group: Validate triggers and barriers. How to win as a late comer
TESTIMONIALS
“Thanks to omni-channel data collection, the representative criteria of data is maximized for not missing important consumer target. From that, the reliability is significantly increased.”
MAKING CONSUMERS CONNECTION BORDERLESS TO GENERATE FASTER MARKET INTELLIGENCE IN A MORE EFFICIENT WAY
With the development of digital world and technology, online focus group now can:
1. Gather consumers from different geographical locations into one group. This new solution cuts down the time and cost not only to hold groups but also to validate and crosscheck the insight.
2. Add values of home visit, ethnos in the ways that consumer can share their consumption or home context.
3. Be a consumer-centric approach promising better engagement with current consumers, especially Gen Z who are highly connected and digital native.
CASE STUDY
In noodle category, Online Focus Group helps brands see up-close consumer behavior in their natural home context:
- Steps of make a bowl of noodles
- How they enjoy the food
- Their kitchen cabinets
TESTIMONIALS
“How to generate the insight without having to validate it with consumers from different locations. The answer lies in online focus group.”