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Group Members
Akanksha Shrivastava (10IB-) Neerav Harsh (10DM-192) Rohit Mantri (10DM-126) Satya Bharadwaj (10DM-128) Sameer Wahie (10DM-133) Sanjay Rughwani (10DM-137)
AGENDA
Consumer Research Methods Frito Lay - Background Potential Issues Realization through Observational Research A New Line of Inquiry Outcomes of the New Approach Creating the Demand Landscape Frito Lays Actions (Marketing Mix) Selecting the Best Research Methods
POTENTIAL ISSUES
REALIZATION
New Approach Shifted its focus from sizing and pricing Outside-In perspective instead of usual Inside-In Greatest concern is plumbing the depth of 3 Us- usage, users, use
Brief contact with statistically significant sample Deep contact with a few dozen Asked shopkeepers about how they felt about broad category of snacks Research Method Questionnaire People were asked to respond to the given questionnaire Respondents were statistically significant Understood how people interacted with snacks and how snacking became part and parcel of Research Method Dairyand situations activities, goals, contexts 35 selected people were given cameras and dairies and asked to record their activities, episodes and Activities are statistically significant moments, thoughts, and feelings around framing question of food consumption for 30 days
The above led to deeper exploration of consumer needs and emotions After a break, the respondents were asked to fill a questionnaire exploring their emotions and perceptions. Then they were asked specifically about Product portfolio of Frito Lay
The contexts in which these behaviors are combined with complex emotions, urges, and passions
OUTCOMES
Opportunity to combine direct and indirect methods of research Increased the reliability & validity of data and structured existing data in new ways An outside-in perspective by observing consumers
First at Point of Purchase Then at Point of Purpose
SATURATING
Using secondary/existing traditional research to saturate Frito-Lay used its own extensive research (iTrac) & syndicated World of snacks study of Landis World of snacks study provided customer information across 250 attributes. These attributes were mapped into demand clusters Landis also provided product-category-level data, such as the percentage of customers who consider potato chips to have nutritional value. Through this crossing of existing data with the demand clusters, the size of the demand in each cluster was determined.
Some highly valuable demand clusters were also highly competitive and over targeted by alternative product offerings, E.g. Beef jerky or cookies
Each product played a different role in customers lives Customers associated Lays with specific use contexts, activities, and goal achievement that had more to do with emotions surrounding these contexts than with potato chips Activities were moments of simple joy that often invoked innerdirected feelings, their meaning to oneself Intersection of health and wellness with comfort and reassurance was a place where it could become most relevant
Place
Places of relaxation like picnic spots, and not at places of formal meetings, bars or formal events
Price
Not tweaked
Product
FRITO LAY and Decision Insight won American Marketing Association EXPLOR Award for Innovation. Capture the Smiles of Summer - with Kodak Lays Puts an End to Naked Sandwiches
Enrich
In - Context
Define
Day Reconstruction Method Photo Observation Written Journals
Refine
Out of Context
Explore
Day Reconstruction Method Un-focus Groups Talk-through Research
Focused
Broad
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