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InSites builds over 100 private online research communities a year for global clients like Heinz, Unilever, Danone, Philips, Vodafone, Heineken, Red Bull and many more.
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EXPLORING THE WORLD OF WATERFusing contemporary research methods
Tom De Ruyck & Michel Rogeaux
Danone Waters: our brands
Marketing Danone Waters
Communication needs to be meaningful
& perceived as relevant by the
consumer when it comes to health benefits.
Communication needs to be supported by
science. We need to build clinical evidence.
Challenges for Danone Waters
Challenge for us, researchers:
explore
deep dive
rank
Our research design:
FUSION
methods
insights skills
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Prelimary research & screening
Quantitativephase
Diaryresearch
Ethnographicresearch
Communityresearch
Yes
No
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Generating insights into
‘attitudes’ and ‘consumption behaviour’
1
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What happens if people don’t drink water?
(spontaneous answers)
11Danone | Water World Community | Quantitative Research© In
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We would like to end the survey for the day with a kind of association game:
“Word of the Day”.
Every day we will give you two new words.
Tomorrow we will share a summary of these associations.
Deep dive …3
Defining priorities!4
Review: relevant? credible? talkable?
Fusing towards insights
5
If I drink water…
I will re-fuel my body and have more energyMy body temperature will be lowered
During and after physical activities(quantity: two glasses)
When one feels the body temperature is rising
(quantity: a few sips)
’un coup de fouet’, energizing effect, ready to go at work again, to do your daily tasks
BenefitFilled with energy / not tired
Decrease in body temperature
Importance of the benefit
Importance of the benefit
Lo
w/H
igh
Profile differences
Consumer wordings
Consequences Markers (immediate)
Moments
Fem
ale/
mal
e
Outcomes of the project
Thank you!tom@insites.eu - @tomderuyck
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