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MarketVision Research’s Qualitative Omnibus.  MarketVision Research has created its own MROC for use by their clients offering quick and economical feedback.

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Presentation on theme: "MarketVision Research’s Qualitative Omnibus.  MarketVision Research has created its own MROC for use by their clients offering quick and economical feedback."— Presentation transcript:

1 MarketVision Research’s Qualitative Omnibus

2  MarketVision Research has created its own MROC for use by their clients offering quick and economical feedback from engaged consumers. The Qualitative Omnibus is: – An ongoing community of consumers engaged in weekly dialogue. – Gen pop with a more women (75%) than men. – Clients can pose a topic (3 questions) to the community and get feedback a week later. – Cost $7500 Qualitative Omnibus A few scenarios where the MV MROC Qualitative Omnibus will support your business needs:  When you have a quick concept to show consumers to get qualitative feedback on  When you are choosing between two or three concepts and would love some consumers’ opinions  When you want to make sure you are using consumer friendly language before it goes for testing  When you want to understand more deeply a particular aspect of a quantitative study  When a competitor launches a new product and you want to understand what consumers’ perceptions are 2

3 The Situation: Clients review quantitative data and need to go deeper on one thing, or they read something in a social media report, or hear something about the economy, have a question about a competitor’s perception, or wants to vet a concept with consumers…the client contacts MarketVision’s Qual Omnibus Team 3 Methodology for Qualitative Omnibus Generating “ah-ha’s” that lead to insights….in 24 hours and for $7500. Uncovering a Challenge MV Posts the Question to the Community You get information immediately and a topline report within 7 days. The MarketVision team writes the question in consumer friendly language and posts it to the community. The community members are alerted to the question by an email. Consumers go to the site and give feedback on the question or concept, sharing their own feedback as well as building upon the responses of others. The MROC Manager (a qualitative moderator) is moderating the site continuously Within hours our clients can begin to view consumers’ comments. Within a week clients will have a topline report in their hands.

4 MarketVision’s Qualitative Omnibus Bossa Nova v POM Commercial Case Study

5 Using MarketVision Research’s Online Community, Town Square, we asked respondents to view both the POM and the Bossa Nova commercials and then asked them several questions about which commercial they liked best, why and whether it would motivate them to purchase. In addition, we asked them what criteria they use for selecting juice for their home. The objectives of the research were as follows:  We want to understand which of the two commercials (POM or Bossa Nova) consumers preferred and why.  We also want to understand more about what consumers look for in a juice product. Commercials Shown to Consumers 5 Research Objectives & Methodology Bossa Nova http://www.youtube.com/watch?v=LQ-tixkRyDI http://www.youtube.com/watch?v=LQ-tixkRyDI POM http://www.youtube.com/watch?v=fe7tgU7SfQ8&fea ture=plcp&context=C3a5d2e6UDOEgsToPDskgx8UkV VwB0WQxhUuorgqW http://www.youtube.com/watch?v=fe7tgU7SfQ8&fea ture=plcp&context=C3a5d2e6UDOEgsToPDskgx8UkV VwB0WQxhUuorgqW Case Study

6 The majority of consumers (almost twice as many) liked the Bossa Nova commercial better than the POM commercial. Most consumers felt that the Bossa Nova commercial has a energy about it and that it was visually appealing. Consumers appreciated the beautiful colors and artistry of the production. I liked the Bossa Nova commercial the best because it was full of information (like ingredients and where to purchase product), fun and full of bright colors and not over sexualized. I liked the first one, the Bossa Nova, first. Seemed not as overly serious as POM and I felt more refreshed watching it. Consumers made a connection between the energy they were seeing in the commercial and what the product can do for them. I liked the Bossa Nova commercial the best because it makes you feel as if as if you drink this juice you will be rejuvenated and full of energy. It's probably all the colors that are being shown. I like the Bossa Nova commercial better because it's more visually appealing. Yes, I'm thinking about buying a bottle of Bossa Nova the next time I go to the store. Acai is supposed to be really good for you and I'm curious to see if it'll boost my energy levels. I would definitely be FAR more likely to buy the Bossa Nova product. It makes me feel like I could feel more lively, which is what I want from a food/beverage that is presented as being healthy. I liked the Bossa Nova commercial the best because it actually emphasized on the drink itself, the antioxidants, the taste, etc. whereas POM only talked about aphrodite pretty much and how the drink came about. Okay...but what else? After watching the commercials, I would probably buy Bossa Nova more because it talked about the taste and made me want to see what it tastes like. I liked the Bossa Nova one because for some reason it made me thirsty. Consumers liked information on where to find the product. However, I may be tempted to at least try the Bossa Nova product since it's offered at Whole Foods, a distribution channel that to me is synonymous with healthy and wholesome. I would like to purchase the Bossa Nova drink. The commercial told me what it was made with, that it was "healthy", and it came across as new and exciting. Plus I really liked that it told me where I can purchase this drink from. 6 And the Winner is…Bossa Nova Case Study

7 Consumers, even those that liked the POM ad best, expressed that it is sexually appealing, though this may not translate into juice sales. The POM relied too much on sex appeal, it seemed the product came second to the woman. I like the POM best because it's sexy and gives me an idea, plus being healthy. Well, as a guy, I definitely like the POM one better, since the girl is hot. I like the POM commercial better, because frankly it was really sexy with the woman who played Aphrodite. It doesn't change my opinion of either juice and get me to buy either one. Consumers believe the ad is targeted to men and not women or families. The POM commercial seems to target the wrong audience. Since women tend to be the primary grocery shoppers and the most health conscious, it would make sense that they were the target of healthy juice beverages. Instead, the POM commercial features a sexy siren and focuses on how in mythology, pomegranates were thought to be aphrodisiacs and does not mention at all any health benefits. This commercial seems to appeal primarily to men, who I can't see being the major consumers for this product type. I am a fan of Bossa Nova. The POM Commercial seems too sensual and even sexual; glorifying the woman; while the drink seems to serve as a background focus. However, the Bossa Nova Commercial has a woman in positive poses actually drinking the juice; the drink is in direct focus; the artistic graphics are stunning; and the store endorsements of this product make people not only consider buying this item, but also potential customers may contemplate of visiting one of the mentioned stores to buy this fruit drink. Bossa Nova is SO MUCH better as an advertisement. The POM ad did pull in some comments about it being factual. I like the POM commercial. It makes you think that POM is really special and one of a kind. I know pomegranates are very healthy. The commercial says that POM Wonderful has the juice of 4 pomegranates so I know I'm getting some real juice. POM Is About Sex Appeal…And Not Much More 7 Case Study

8 Consumer are overwhelmingly looking for a 100% juice product with no sugar or high fructose corn syrup added.Consumers, regardless of ad preference, felt that they need additional information about the product ingredients. While they were both very artistic, I don't think they provided the information for me to make an informed choice about whether or not to buy the items. I will read the label and decide. Do these commercials help you make a good decision about drinks for you? Why or why not? Well, they don't tell me the sugar content, which I'd want to know before I bought. The POM juice ad mentions that it's backed by science so I'm somewhat intrigued and interested to find out if in fact it is particularly healthy. I think the Bossa Nova commercial helps me make a decision because it presents an image of health and vitality, whereas the other doesn't seem relatable to my family. I don't necessarily think either of these commercials would help me make a good decision - I would investigate the items in the store to see if they would be as healthful as I would like them to be before purchasing them. I think the ads could have a little more detailed information. I'm not really inspired to go out and buy either juice as neither really says what the actual benefits of their product are. I liked the Bossa Nova one slightly more because it gave me a little more information about the juice--that it contains antioxidants and where it can be purchased. After the need for pure juice, some consumers mentioned taste and price as other criteria they need to make the decision. In choosing the juice drinks for our family, I think about benefits vs. drawbacks. Yes, juice has sugar, but are there additional benefits that might off-set that fact? Also, I have to consider price. My kids can knock off a carton of juice at one meal, so I try not to spend too much on juice, or I wait for sales and coupons. I also think about the size of the container. If it's too small, I might pass it up because I want it to be enough for the whole family. I know I could buy several, but then it feels like I'm purchasing too much. Primary criteria is taste… Depending on price Bossa Nova might be an every now and then purchase, much like POM has become. In season I can buy an entire case of Pomegranates at Costco for $8/$9 and enjoy eating them that way. I choose drinks for myself and family by flavor first- if we do not like it we will not buy it. I also look at price, expensive juice is a treat, not an everyday thing. I also look at the health factor-I do not buy juices that are full of sugar- I like the no sugar added varieties. I only buy juice that has health benefits to it...a natural juice that doesn't have high fructose corn syrup in it or other garbage. Calories, real fruit content, taste/flavor combinations. Consumer Need More to Make a Decision… 8 Case Study

9 Appendix (click to open files)  Transcript files from entire discussion. 9 Case Study


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