The researcher is not an island

1. The researcher is not an island Nelly Kern Research Director, insight europe gmbh Ralf Löffler Managing Director, Publicis Brand Consultancy March 5, 2008

2. Today’s agenda Introduction What we did How it worked What we do with it Bottom Line 3

3. Introduction 4

4. Introduction Empowerment of the consumer 5

5. Introduction Status of co-researcher Empowerment Sharing of research results Education on self-observation and self-reflection Broadening of research focus Long-term approach 6

6. Introduction Motivation Deeper Insights Empowerment 7

7. What we did 8

8. What we did 1st briefing session with all mothers (24) purpose of research research topics modus operandi role as co-researchers 9

9. What we did Research tools: Small booklet with 9 chapters to be kept 24/7 Two-channel diary on a specific topic Monthly workshops in sub-groups of 6 to gain deeper insights Ethnographic interviews on specific topics 10

10. How it worked 11

11. How it worked 12

12. How it worked 13

13. How it worked 14

14. How it worked 15

15. How it worked Empowerment Motivation Deeper Insights 16

16. What we do with it: Getting deeper insights Mothers have to redefine their self image- just like in puberty. “You care more about the future and social questions.I don’t know how to explain it, my life makes more sense!” “You care more about people, you become more tolerant - you become a better person.” “I am afraid that my husband could leave me, I don’t have money!” “The child comes first - before everything else. He gets the healthy food, I don’t. I get him to the doctor, not me.” 17

17. What we do with it: Getting deeper insights The most important question is how to be the „perfect mother“ • Multiple advices of grandparents, brothers and sisters, friends, pediatricians or midwifes make mothers feel insecure. In consequence they question put their gut feeling. • We have taken the words right from the mothers when we address their „maternal instinct“. • The outcome is the Nestlé Alete claim „Mum knows why“: 18

18. What we do with it: Getting deeper insights Mothers strongly neglect their own needs - especially in terms of nutrition • During pregnancy and lactation: healthy food to nourish and not to harm the child. • Directly after lactation: Especially in the first few month the child and its needs is in focus. Therefore mothers don‘t spend much time for their own nutrition. They consume primarily fast food and frozen food. • Bit by bit the child eats at table. Mothers begin feel responsible for their own nutrition again – they want to be a role model. • Why do food companies not offer a special range for mothers with high nutritional value and quickly to prepare? “My son does not eat a lot – this is why I eat healthy things like bananas and show him how much I like it.” 19

19. What we do with it: Getting deeper insights Breastfeeding finished, mother dresses herself. • 10:00 – 10:10 Packing for going shipping: diapers, soother, etc. • 10:10 – 10:15 Mother dresses baby and puts it into baby seat and carries it into car. • 10:15 – 10:30 They drive to the store, baby falls asleep • 10:30 – 10:40 Arrival at store, looking for parking space big enough to get baby out of car • 10:40 – 10:45 She gets the baby out of car, carries it to a trolley, puts the baby seat into trolley, goes into the store and undresses baby as it is warm in the store. • 10:45 – 10:55 Baby wakes up and screams, mother soothes baby • 10:55 – 11:00 Grocery shopping, no room for groceries as baby seat takes all the space • 11:00 – 11:15 Baby has a full diaper – mother searches a baby change • 11:15 – 11:25 Baby change in toilet is dirty, mother changes baby’s diapers • 11:25 – 11:30 Mother has to hurry up, goes to counter, pays, dresses baby, gives back trolley, hurries to car, puts baby into car • 11:30 – 11:45 Drive back home • 11:45 – 11:55 • 11:55 – 12:00 Mother leaves groceries in the car, carries the baby into the flat, undresses herself and the already screaming baby and starts breastfeeding Shopping: from fun to torture 20

20. What we do with it: Getting deeper insights Seat for the baby Toy to play with Possiblity to hang children’s jacket Much spacein trolley Additional shelf for bigger items Footboardfor children Shopping: from fun to torture • Trolleys get worse rather then better in the last few years. • We have asked mothers to design a perfect trolley: 21

21. What we do with it: Getting deeper insights “Since having a child I prefer SMS because of the possibility to answer whenever I like to.” frequency of use • Mothers have to react to the needs of the baby 24 hours a day. So they are very sensitive to further pressure. Landline • Therefore mothers love communication mediums like SMS and email. They can react independently. • Why do providers not offer a special contract for mothers? Handy birth of child t Mothers under pressure 22

22. What we do with it: Benefits of the study. Intensive cross-linking and exchange between all parties involved in brand development Research WRMTM as a “vivid” researchtool Companies (especially brand manager) Dynamic and flexible integration of ad hoc issues concerning product, communication and interaction

23. Bottom line “We have something to say! Take us seriously and you will have our FULL engagement!“ 24