Danone Water World Community

Danone | Water World Community | Smartees workshop

Prepared by: Nanno Palte, Director Market Insights, InSites Consulting

Tom De Ruyck, Connected Research Manager, InSites Consulting

For: Michel Rogeaux, Senior Expert Consumer Science, Danone

October, 2009

2Smartees – taking consumer insights forward© In

Water challenges at DANONE

Introduction fusion research

User created brainstorm

Ethnography & discussion forum

Dive into (selection of) results

DANONE key learnings

Water Challenges at Danone

Key challenges for DANONE Waters

Understanding the use of water in daily life

Highlight consumer expectations for water consumption

Determine main consumer perceived benefit

Important to focus science objectives to prove and understand effect of

Final output : justify that water can bring real benefits for consumers

Introduction fusion research

Emotion

Explicit

questions

Post-it

Implicit

questions

Emotion

measurement

User-created

brainstorming

User-coded

open ends

Exit Forum

Synchronous

Asynchronous

Online 1-to-1

interview

Online duo

interviews

Online discussion

groups

Discussion

Individual

Natural

Multi-media

ethnography

Deprivation

Activation

Social media

netnography

Online safari

Secondary

company

Daily 2.0

Phase 1: Kick-off meeting & User Created Brainstorm

Phase 2: Quantitative survey (diary approach)

Profiling & segmentation of water drinkers

Screening for the explorative phase

Phase 3: Exploration of drivers for water consumption

Online ethnography

Discussion forum

User created brainstorm

User-created brainstormQuestions

1. Why do people drink non alcoholic

beverages in general?

2. On what occasions and situations do

people drink water?

3. Why do people drink water in particular?

4. What happens, psychologically and

physically, if people don’t drink water?

If people don’t drink water...

User-created Brainstorms

1.Creation

Participant gives his own ideas about a

subject

2.Contextualization

Participant is asked to

indicate which of his own ideas is not

present in the study list yet

3.Propagations

Participant digs the best ideas

in the study list

Concept of user-created brainstorm

User-created Brainstorms

Interpreting results user-created brainstorm

Sample size

Low potential

Winners

High Risk

Challengers

Dehydration

Dry mouth

Malfunction of the body

Kidney problems

No loss of toxics

Dark urine Headache

Fatigue

Dry skinDigestion

weight

Bad mood

Lack of vitamins,

Minerals, salts

Loss of concentration

Painful urination

Breastfeeding less productive

Sore muscles

Migraine

Guilty feeling

Less sweating

Cramps

StressSickness

Constipation

Ethnography & forum discussion

ParticiParticipant

Traditional

ethnography360° ethnography

ideation

Client

Participant

Context

Researcher

360° ethnography= type of observational research where research participants are asked

to observe their own environment by taking pictures and video’s.

Through a blog and interactive commenting tools, they are able to

comment on their observations.

360° ethnographyProcess

Kick-off online discussion group

Participant observation

Participant interpretation

Researcher analysis

Forum discussion

Autodriving

Ethnography methodologyResearch participants

Researcher analysis

Forum discussion

Autodriving

Researcher analysis

Forum discussion

Autodriving

Story about picture

Tag funtion

Upload picture

360° ethnographyProcess – different angles of analyses

Researcher analysis

Forum discussion

Autodriving

Wake up & become active

• je viens de me lever et comme d’habitude je bois un verre d’eau pour commencer la journée

Flat versus sparklingBottle vs glass vs carafe

Tap vs mineralBrand

Small vs big sips

Intensity of thirstWeekend vs week

Fast vs slowHabits

Temperature

Other commentsBRINTA

Product usage

Big bottle Small

bottle

Big sip Small sip

Tap water Mineral

Consumer profile

Most heavy water drinkers

(2l000 - 4l117)

Less heavy water drinkers (1l500 –

1l917)

360° ethnographyProcess – different angles of analyses

Researcher analysis

Forum discussion

Autodriving

Researcher analysis

Forum discussion

Autodriving

BREAKING

EMOTAGS

Researcher analysis

Forum discussion

Autodriving

Tag funtion

Profile

Message from

moderator

Message from

moderator

Researcher analysis

Forum discussion

Autodriving

RECOGNITION?

REMAINING

QUESTIONS?

ACTIONABLE?

Dive into some results

Markers for water consumptionOverview

MENTAL

PHYSICAL

... wake up better

...have a better night of sleep

If I drink water, I will...

MouthThroat

Kidney

Stomach

If I drink water, I will...Wake up better

ça me fait du bien car ca m’ humidifie

la bouche et cela me permet de

prendre le petit dèj en ayant envie de

manger quelque chose.

J’ ai besoin de me réveiller réelement et de me raffraichir. Boire a ce

moment là m’ a changé les ideés et m’ a fait oublier que je m’ étais levé

tôt et que j’étais fatigué.

Mon corps va être tellement

reveillé que je vais avoir une envie

subite d‘aller aux toilettes. Mes

reins ont très bien fonctionné sur

ce coup là. Je me sens bien et

près à faire ma journée

C’est le meilleur car après un nuit de sommeil il faut

absolument se réhydrater , il a pour effet de rincer la

bouche et l’organisme. Il est aussi là pour recharger les

batteries

Je me suis levé sans boire et donc sans

me rafraîchir les idées et cela ne m’a

pas aidé à attaquer ma journée du bon

cerveau en éveil

c'est comme la crème que l'on met

quand on se sent sèche de la peau, ça

hydrate de l'intérieur et fait un bien

fou. L‟effet d„élimination des toxines

par les pores de la peau.

Water leads to activation

Water leads to hydration on the short term

Water leads to elimination

If I drink water, I will...Wake up better

If I drink water, I will...Sleep better

je me sens fatigué, je vais bientôt me

coucher il faut boire pour ne pas avoir

soif la nuit et ça prépare à se détendre

afin de mieux s'endormir

Voila c est l heure de

dormir et le dernier

moment de boire

avant de dormir ces

gorgees vont me

mettre en phase pour

rejoindre les rêves et

je serais bien dans

tout mon corps

pendant que je bois je sents l’eau passée

dans la bouche et la gorge, ca me donne

l’impression que ca me nettoie la bouche

de toutes les impuretées que l’on peut

avoir accumulé pendant la journée.

après avoir bu, je me sens plus propre de la

bouche et prête à dormir.

Mon eau est à porté de main, et ça me

rassure car je sais que si jamais je

ressens une autre secheresse ou un

manque ou bien une énorme soif, j‟ai ce

qu‟il faut.Je suis apte à dormir

correctement.

Cette eau me rafraîchit la

bouche et m‟ enlève le

goût pateux dû a la

cigarette, et me prépare

mentalement pour la

nuit. Je suis maintenant

prêt pour dormir. Surtout

que je sens que l‟eau

descend et je la sens

arriver dans mon ventre

ça fait un bruit bizarre, lol

Water leads to (de)activation

Water leads to hydration

Water leads to elimination

If I drink water, I will...Wake up better & Sleep better

Thoughts

Smells

If I drink enough

water, on the long

term I will...

Throat

Muscles

• have better skin

• more healthy hair

• less often throat pain

• less often headaches

• more flexible muscles

If I drink enough

water, on the long

term I will...

Throat

Muscles

• have better skin

• more healthy hair

• less often throat pain

• less often headaches

• more flexible muscles

DANONE Key learnings

Elimination Hydration

Action

Relaxation

Sensory

Mental

Physical

The goal of the study was to identifying physiological & mental markers related to the water consumption of heavy water drinkers

In total we defined 20 markers that lead to over 60 hypothesis

In order to prioritize, several measures were calculated

– # respondents that mentioned certain marker

– # times a specific marker was mentioned (multiple times per respondent)

Prioritization

Better sleep

Wake up (wash away rests + wake up)

Control eating behaviour

Digestion

Energy boost

Temperature regulation

Removing unhealthy substances

Better skinHealthy hair

Throat pain Headache

Muscles

Concentration

CreativityPlanning

Manage negative

emotionsStress

Healthy pleasure

Security & autosatisfaction

# participants

Validity & parallels with other research done at Danone

The grid of markers detected with InSites Consulting appears also in other surveys

Test based on diary study & face-to-face in depth interviews in 4 countries

Consumer survey based on specific water consumption with prompted questionnaire

EXTERNAL VALIDITY

Cross analysis

Internet media allows us to go in details, to have an real interaction with consumers

Probably, “Face to face interview” & “diary on paper” allow the consumer to express in an

another way

Action plan

Cross analysis with others tests

Selection of markers, taking account :

Marketing strategy

Based on consumer interest

Capacity to get an objective evaluation of the impact

– Based on science &/or published Questionnaire…

Prove effect on consumer surveys

Communication

Key learnings for Danone / method

WE SUCCEED TO DETECT SEVERAL HYPOTHESIS

For us 3 main success criteria of the approach are:

Process in several steps

• The fact to organise the test in several steps is very pertinent

• Allows to precise questions, to progress in the analysis

• Allows us to improve consumer selection

Long term & use

• The fact to base comments on real consumption, real situations highlight

real insights

Use of words, image

• The possibility to explain the benefit with several means is key

• The use of projective step, diary seems very well adapted

michel.rogeaux@danone.com

nanno.palte@insites-consulting.eu

Danone Water World Community

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