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Danone WaterWorld

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TomDeRuyck
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Danone WaterWorld

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  1. EXPLORING THE WORLD OF WATER Fusing contemporary research methods Tom De Ruyck & Michel Rogeaux

  2. Danone Waters: our brands

  3. Marketing Danone Waters

  4. Challenges for Danone Waters • Communication needs to be meaningful & perceived as relevantby the consumerwhen it comes to health benefits. • Communication needs to be supported by science. We need to build clinical evidence.

  5. Challenge for us, researchers: explore deep dive rank

  6. Our research design:

  7. methods FUSION insights skills

  8. Prelimary research & screening Quantitative phase Diary research Yes No Ethnographic research Community research

  9. 1 Generating insights into ‘attitudes’ and ‘consumption behaviour’

  10. What happens if people don’t drink water? (spontaneous answers)

  11. 2 Screeningfor the qualitative phase

  12. 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.

  13. Deep dive … 3

  14. Defining priorities! 4

  15. Review: relevant? credible? talkable?

  16. Fusing towards insights 5

  17. Benefit Filled with energy / not tired Consumer wordings Moments If I drink water… I will re-fuel my body and have more energy My 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) Consequences Markers (immediate) ’un coup de fouet’, energizing effect, ready to go at work again, to do your daily tasks • Decrease in body temperature Profile differences Female/male Low/High Importance of the benefit Importance of the benefit

  18. Outcomes of the project

  19. Thank you! tom@insites.eu - @tomderuyck

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