FMCG
A Study on Soups
A study was conducted by the foods category of a MNC in April 2007 to understand reactions towards the various soup options developed by its R&D team. The study was conducted in various stages involving one-on-one interviews and group discussions among children & youth using the technique of N-Light ChronoTest®.
Soup options were evaluated to understand preferences towards the base soup and also understand responses and preferences of various ingredients & inclusions that could be included in the soups. The focus of the study was to understand various product attributes like appearance, aesthetics, colour, taste and consistency and its influence on preferences.
The findings provided direction to the development and marketing team in narrowing the options for base soup and ingredient/ inclusions.
Study of Tooth Brush
An MNC with an existing brand of toothbrush looked at rejuvenating the brand in a bid to attract new consumers by repositioning it. Towards this end, a concept and a series of positioning statements that were developed were to be exposed to consumers such that the best could be selected as the way forward. The study was conducted in April 2007.
Lumière used its technique, the N-Light ChronoTest® to ascertain consumer reaction to five different concepts, and to possible names that could be selected in the course of re-branding. Exposure and reactions to concepts in terms of the positive and negatives, ease of comprehension, credibility, relevance and trial intent were determined.
Reactions to the brand name options were also obtained with an eye on the suitability or fit with the brand, and the ease and eagerness with which consumers took to it.
Ethnography: Oral Care
Recently a large MNC commissioned a project to understand evolving/ new age toothbrush designs and elements that play a critical role in the selection of a toothbrush.
The IIT Design team along with Lumière conducted the study in two metros and two Class B towns in India to understand elements of design that are critical while selecting a toothbrush and in use while brushing.
Key elements researched included functionality, aesthetics, and inclusion of special design value adds on toothbrushes.
A combination of Lumière tools viz., N-light Connect and N-light Watch was adopted. Methodology adopted for the research was an ethnographic observation of the brushing process in home, followed by a depth interview to seek responses to three asimilar toothbrushes placed in home for an adequate in-use period.
The research helped identify the critical elements of toothbrush design in terms of bristle profiles, size and shape of head and handle dimensions. These findings would strengthen the consumer understanding on the category and help the IIT Design team to evolve new and different toothbrush designs.
Cooking Ethnography in the Indian Kitchen
A study initiated by a MNC involved a peek into the Indian kitchen across the four metros to capture the going ons’ a daily functional kitchen. The commonalities and cultural differences across zonal kitchens were captured along with the changing mindset of women [housewives & working women, young & old, nuclear & joint families] and the openness to accept modern day conveniences.
A combination of N-Light Watch and N-Light Connect techniques were used to understand the process, role and unearth possible white spaces for intervention on a commercial basis to simplify Indian cooking.
Mobile Telephony – Impact of the Sub-brand
We conducted the India leg of a global qualitative research for a mobile phone company. The client is a UK based brand consultancy, Brandsmiths. Our participation in the strategic exercise has been an annual phenomenon with the current study being the 3rd global study for the same client in the past 2 years. The study was conducted among profiles of technology users defined interestingly as technology stylists, technology leaders, life builders and style leaders.
Critical for the success of this research was smart and good quality recruitment to meet the layered and difficult criteria. A series of appropriate techniques and multiple stimuli were used for the qualitative research. Technology was leveraged for seamless communication resulting in a very loyal client.
The brand continues to score as highly popular, familiar and an inclusive brand. Its ability to create a highly successful, distinct and premium sub-brand range with straddling a wide price and features range is particularly noteworthy. Its ability to straddle across masses to classes provides depth to the branding. The research provided answers on the manner in which the Indian consumer has responded to the new range and the rub off on the mother brand. TV advertising was tested using the N-Light AdScreen® research tool.
Oral Care Brand Launch Program
This was part of a global study for a leading multinational. We conducted in-home visits among toothpaste consumers in the middle and upper SECs in October 2006 using our proprietary research tool, N-Light Connect®. The research was a two stage process, where initially, the consumers were exposed to a concept to gauge their understanding and need for cosmetic teeth whitening products. At the next stage, on-site experience with the sample helped in understanding the pre-use and post use experience, concerns and apprehensions to using the test product.
Changing the Oral Care Habit
A study conducted in September and December 2006, using the methodology of paired depth interviews among mother and child using the N-Light ChronoTest®. It was used to understand gap between perceived and actual brushing time amongst consumers. An iterative process of product assessment is used to narrow down the winning toothpaste formulations. These are expected to make a real difference to consumers’ lives by attempting to change consumer behaviour for improved oral health.
The Notion Of Romance Through A Woman’s Life Stage
Lumière conducted a strategic study for a global FMCG brand in October 2006 to decode contemporary connotations for ‘romance’ amongst Indian women in the metros. It aims to understand the role, relevance, and expressions of romance in the life of today’s women. It explores the aspiration for romance and the feelings and emotions attached. It attempts to understand the similarity and differences by age group and by marital status.
The study threw up interesting and insightful findings on the aspect of romance which were used in creating brand communication. Whether expressed as playfulness and sensuous behaviour, romance has overtones of casual physical intimacy for the younger woman. There is a strong desire to be treated as an equal by their partner. The mobile phone plays a significant role in facilitating romance and its expression.
The older woman believes she has experienced a loss of romance in her marriage, and attributes it to a busier husband or her own neglect owing to an involvement with mundane activities of managing their children and household. There is acknowledgment that attention from the opposite sex is desirable, and it is not uncommon to succumb to these attentions from time to time.
The Impact of a Nutrition Supplement in Health & Wellness
A unique range of health care supplements were launched by a leading FMCG MNC in the recent past using the network marketing distribution channel. The objective of the study was to understanding the consumption pattern, triggers and barriers of nutrition supplements amongst children and adults.
The study conducted in December 2006, using a combination of face to face and telephonic depth interviews, reveals the product to have a highly positive impact on health and fitness. Users and consultants of the product related the triggers for trial and the benefits accrued to them. The role of the product in the positive as well as the preventive healthcare and wellness space in the users’ life has significant testimonial value and is being used in communication development.
Readiness for a Skin Care Range
A tactical research was conducted to test concepts for a proposed skin care range by a leading skin care brand. Focus group discussions were conducted in December 2006. The business objective was to launch an evolved range of skin care regime products for the ‘mass prestige’ segment using the Lumière tool N-Light ChronoTest®. The aim of the research was to qualitatively test concepts to further refine them. It also aimed to understand level of comprehension for higher order benefits and the potential and stretch available in each concept. Nomenclature and ingredient options tested provided direction to the marketing team for communication development.
Study on the role of ‘Fresh Breath’ in physical proximity in relationships
A study was conducted in June 2006 among male and female youth, both singles and those newly married. The in-depth study used exploratory and projective techniques aimed at delving into the psyche of the youth to understand the motif of fresh breath in platonic, romantic and sexual relationships. There is a degree of experimentation and tentative exploration of the opposite sexes in early dating and mating games. The study provided insights on the concerns of bad breath and the role of ‘good breath’ in achieving overall physical proximity, inhibitions and social taboos surrounding bad breath. The study helped arrive at a laundry list of situational concerns of bad breath and helped in developing insights for communication ideas on the client brand.
Study to understand the goalposts of Indian feminine ‘Beauty’
A study was conducted in June 2006 among young married and unmarried women to understand the need and justification for beautification among Indian women. There exist deep unexpressed socio-cultural boundaries demarcating situations and circumstances where feminine beautification is expected, encouraged and permitted. Similarly there are taboos and mores on situations where feminine beauty is repressed and inhibited. The study intended to gain insights on situations of beauty expression in order to develop communication. Some of these insightful situations were recommended for portrayal in brand communication.
Qualitative Understanding of ‘Health’, ‘Wellness’ and ‘Immunity’
A study was conducted in May 2006 among consumers [pediatric and geriatric] and doctors of various specialties to understand their views on wellness and determinants of immunity. The study has provided interesting positive correlation with sociological and psychological variables with proactive measures undertaken by the subject to promote wellness and health. The study findings have been used to input into a Quality of Life questionnaire for wellness which will be used for quantitative clinical testing. The study has provided valuable insights into wellness, and hypotheses. The study will test a new nutritional supplement designed to promote health and immunity targeted to all ages, especially those who are immunity challenged viz., children and persons in the geriatric age group.
Reaching the Bottom of the Pyramid (BOP) consumer for insights into innovative, low cost product
Lumière had conducted this ethnographic study, N-Light Watch, in one of the biggest slums in Asia, Dharavi. The objective of the study was to observe consumers at the Bottom of Pyramid (BOP) in order gain insights into their life and life concerns. The study helped the client to build sensitivity for “deep listening” with similar audiences around Asia and Africa. These studies will provide insights and inputs to designing products that innovatively address the specific category needs of the consumer at the BOP.
An ‘Emerging Consumer' study
Lumière undertook an interesting study to understand the aspirations of consumers at the lower end of the socio-economic strata in urban and rural India and map changes in these. It focused on understanding the phenomena of “emergence”, changes in lifestyles and the impact of media on shopping behaviour amongst rural and urban low income or daily wage earners.
The study culminated in mapping shifts in the mindset of new rural consumers, their sensitivity to price, trial intent and usage pattern of products in terms of low unit price items (small packs/sachets) vis-à-vis large packs.
It also covered the social aspects of rural India, viz., the rise in education amongst women and children, agro-developments, need gaps and infrastructural changes. The study involved Consumer Home Visits and expert Depth Interviews in addition to intensive data mining.
Media/Entertainment
Understanding TV Viewing Behavior
A popular television network engaged Lumière to understand television-viewing behavior among groups of young and older women in April 2007. The channel hoped to gain access to viewer attitudes towards its longstanding programmes, to its newer offerings, and to those of other networks as an outcome of this study.
The team at Lumière used a combination of N-Light Behaviour® and N-Light Connect® to conduct a dipstick research and ascertain attitudes of viewers to program content, timings and preferences of one channel over another, and their fundamental reasons for watching. A more recent exercise included an analysis on channel preference as well.
Decoding the Age Band – Female, 15 to 24 years
A large scale qualitative research was undertaken to gain a deep holistic understanding of the young viewer’s world view in the age group of 15 to 24 years. Various aspects of the consumer’s lifestyle were unearthed using N-Light Behaviour. The target included young women as well as those ‘experts’ in and outside the home who interact with these women in a personal or in a commercial/ professional capacity.
The comprehensive areas of understanding the women brought out clear mindsets, patterns of behaviour, changing aspirations, concerns, role models, and attitudes to shopping, entertainment, career and fashion in three age bands. The study provided answers on important rites of passage, their impact, changes over time as well as some trend-spotting. The study is an critical strategic input to the creative and programming client teams for their annual planning exercise for the channel.
On the Go – Launch of New Interactive Mobile Service
Lumière was invited to conduct a study for a media giant using its technique N-Light IdeaCon® and N-Light ChronoTest® to test a new service that aims to revolutionize channel and viewer interactivity. It offers an instant gateway to participate in shows and programs, enables music downloads and updates. The study aims to understand spontaneous reactions, service expectations and price perceptions across age bands. The findings reveal an active response to the concept across though it holds a higher appeal amongst youngsters.
The Lumière role was to define the appropriate methodology and design and identification of the target group such as they provide the most optimal value mix for the client while provide specific directions for product refinement as well as concept creation and communication.
Role of Radio and the New FM Station
Lumière pilot tested two shows to be aired on a new radio FM channel in September 2006. The concepts shows were tested amongst current FM listeners and non-listeners by adopting our customized research tool. The methodology of focus group discussions was utilized to gauge reactions to the stimuli, appeal and enjoyability.
The study provided insightful answers on the lacunae in other FM channels with the objective of incorporating some of these in the new channel. The detailed market-wise understanding on habits and attitudes towards FM, music preferences, reactions to jock talk, preferred tonality of the show, provided direction in programming and content creation for launch.
Ethnographic Study among Children TV Viewers
Lumière undertook a study using the customized N-Light Watch® for a leading entertainment channel to provide a deep consumer connect for the client teams. This provided a window into the life of a young viewer in a metro vis-à-vis a class II town. The sample was selected to provide different findings by age and gender. An understanding of their daily routine, including study and leisure time, weekday and weekends, family time and time with friends was incorporated into the study. Study time was classified into school, tuitions and study schedules and home chores [where observed]. Leisure time was classified by TV viewing schedules, playtime, family time, hobbies and activities and outings. A typical ‘day in the life’ CD was provided along with a detailed report.
Brand Perception And Positioning For A New Newspaper Launch
A study was conducted in September 2006 for a newly launched regional language newspaper, in an attempt to map the differences and similarities amongst existing newspaper brands in order to identify the appeal for the content, style and tonality of the newspaper. The study was designed such that the market could be mapped using appropriate Lumière research tools.
The study reveals the role and importance of retaining the local flavour in a newspaper, and its distinctive ability to garner women and younger readers. This study provided a reconfirmation of the ‘winning formula’ to attract new readers into the fold by creating targeted content to build a dominant position in the market.
Study on understanding the psyche of Indian viewers in the Hindi heartland
A study was undertaken to study the TV viewing psyche of the average soap opera viewer in the Hindi heartland. The unique facets of each viewing audience by market, their viewing patterns, preferences, factors driving preferences for serials, importance of repeat episodes, their routine and role of entertainment in their lives and the differences in viewership by demographic cohorts. It also studied the overall perception of various channels and its programs (twists, storyline) on viewers. The study also provided some valuable learnings on ‘hot’ time slots and directions on programming efficiency.
Brand Equity Study for a Newspaper Brand
Lumière conducted a study in May 2006 on a new and growing newspaper brand to map the equity of the brand vis-à-vis competitor newspapers. Solus readers of the client brand as well as competitor brands, and dual readers provided a reader perspective on the newspaper. Internal customers in the editorial and marketing departments provided a perspective on the organizational climate as well as inputs on the brand equity for the client brand. The study helped map change vis-à-vis the post launch dipstick conducted 3 years ago along with providing management with a direction on future brand growth strategies.
Brand Perception Study - Sept 2006
A study was conducted in Aug- Sept 2006 to understand triggers and barriers for the prescription of an Rx brand of medication. The study helped to arrive at product format preferences and key reasons for preference, with the intent of exploring likely brand extension opportunities.
A one on one in-depth interview was conducted among doctors who regularly used the product format as well as among non prescribers of the format under consideration.
The interviews revealed reasons for preference and rejection of a particular format over others, providing a direction on likely format extensions. The study provided insights into newer indications, and the consequent new target audiences, resulting in a tremendous value in the area of branding.
Cough U & A Study - April 2004
A study was conducted to understand the usage and attitudes towards cough and its management. Perceptions of cough and management being the key focus, the study also covered the information areas like insights into purchase behavior, trends in cough management, and impact of cough on lifestyle of patients and mothers of young children.
One on one interviews with patients and mothers with varying degrees of cough revealed insightful information on cough management and helped the brand team to use the appropriate positioning platform for the cough syrups brands.
Understanding Doctor – Patient Relationship Sept 2004
The key objective of this study was to understand mother’s expectations from the GP/ Pediatrician, possible lacunae between expectations and delivery gaps, and possible opportunity areas for a healthcare company to render meaningful services to the medical fraternity. The secondary objective was to evaluate concept for a new product format and assess the readiness of the market for the same.
The methodology adopted was one on one expert interview with doctors in their chambers. Ethnography was used to observe the waiting area in the clinics along with doctor-patient interaction in the doctor’s chamber.
The study was conducted across three centers, zone wise to get a wider perspective on the doctor- patient relationship.
The need state of the customer and the value expectation were also recommended to the team. Further, the study helped in the branding & launch of new product format.
Brand Dipstick Study June 2005
A dipstick study was undertaken post launch of the new format to see the performance of the brand and understand triggers and barriers to prescription.
The research was conducted among doctors in markets where the new brand format was launched.
The research revealed amazing facts, insights and the recommendations which included the clarity on triggers and barriers for prescription. The TG for promotion of the new format needed to be re-looked at, which was a valuable input into positioning of the brand with the new format.
Brand Triggers & Barriers
A study was conducted in Aug- Sept 2006 to understand triggers and barriers for prescription. Our study also focused on product format preferences why doctors preferred these formats.
We used the methodology of conducting in depth one on one doctor interviews among two doctors segment classified on the basis of usership of the product format.
The interviews revealed reasons for preference and rejection of a particular format over the brands.
Findings on newer indications and identification of specific target for positioning were specific answers that research provided to the marketing team.
Understanding the phenomenon of Codeine Addiction
A study was conducted in April - May 2006 to get insights into codeine addiction in the context overall substance abuse. The study was conducted in conjunction with a pharmaceutical client and an NGO working extensively in the area of detoxification and rehabilitation of narcotics abusers. The study was conducted amongst current and past addicts of codeine in the North East. The objective of the research was to understand the extent of codeine addiction, brand loyalty in codeine, the mindset of the addict, the impact of addiction on life & well-being and suggestions to tackle the psycho-social problem.
A one to one contact with addicts revealed dysfunctional families to be the core cause of all addictions. Other factors leveraging addiction include failure and low self esteem, peer pressure, exposure to substances at an early age (use of substances being a part of social norms).However, severe toll on health evokes a desire for rehabilitation and re-adjustment in society.
In store Observation study
Lumière took on a study for a client who wanted to identify need gaps in its store observation exercises. The study revolved around understanding the diverse experience levels of the client team and their familiarity with ‘observations' as a process. The study attempted to make the client team comfortable with the observation process, in order to make it a ‘way of life'. It enabled each manager to experience the value of shopper observation and the impact that it has on arriving at insights.
Technology
Study on Attitudes towards Online Advertising
Lumière undertook an interesting study for an Online Service Provider, which sought to understand how Indian businesses perceive online advertising. It studies their attitudes towards online advertising and looks into how aware of ‘search marketing' Indian businesses are.
The study reveals that perceptions of online advertising differ according to the size and type of a business. The need for online advertising depends mainly on a few parameters, viz., the objective of the campaign, the target audience, the period and the cost.
This analysis shed light on the potential Indian market in the context of Internet advertising, although it is still at a nascent stage.
HRD
Identifying Learning Needs
Lumière undertook a unique project for an MNC in September 2006, wherein we worked closely with a reputed management institute to put together a syllabus for key distributors in the 4 zones. The objective was to enhance skill sets of distributors with the objective of achieving greater business growth in the future
Lumière conducted focus groups among the distributors across the four regions. The research tool N-Light IdeaCon® was utilized to define learning needs, the scope of the syllabus, and the method of learning best suited to each region.
Designing Advanced Course Module
This MNC engaged us to further fine-tune the learning needs of its distributors based on recommendations that emerged at the end of the earlier exercise (the Foundation Course) conducted. Distributors who had earlier gone through the basic module participated in this study, which helped design a follow-up course designed to meet higher order knowledge needs. Extended Focus Groups were conducted to identify these topics for the Advanced Course.
Feedback on the foundation course was discussed in detail to understand changes if any that need to be incorporated, and topics where distributors required additional in-depth inputs were selected for incorporation into the advanced course. Additionally, issues that emerged as a result of this interface were also relayed to the client for resolution.
Corporate Perceptions Study
Lumière conducted a Perception Study for a leading publishing house in India in October 2005. The organization has a wide spread network of offices all over India and has publications in Hindi, Gujarati and English (or in 5 states).
The study enabled the publishing house to understand the corporate perception among internal and external audiences.
The research laid the foundation for corrective measures to be taken to strengthen the relationship with close associates, clients and employees.
It helped identify the corporate values of the group, which are recognized and cherished by the external audiences.
Lumière has put together recommendations through N-Light Corporate Image® and N-Light People® on three fronts:
• Strengthening HR related activities for employees
• Identification of core values that the newspaper is identified with to be guarded as a non-negotiable
• Recommendations to build greater partnering among externSal audiences
Exit
Interviews
is an
activity Lumière has recently undertaken for an
MNC in Mumbai. The objectives of the Exit
Interview are:
• To allow for a formal yet ‘secure'
forum for the employee to voice his/her feedback
in a balanced and mature way, thereby allowing
for a professional and pleasant parting of ways
• To identify the key reasons for
resigning and provide a deep understanding of
employee needs vis-à-vis employment, changes in
needs, reasons for dissatisfaction, triggers to
change
• The feedback helps identifying
problems, issues, and throws up areas of
improvement within the organisation
• A well conducted Exit Interview helps
ensure that employees feel satisfied after a
fair forum for expression, thereby reducing the
probability of causing negative buzz in and
outside the organisation
All Exit Interviews are conducted either in
person or telephonically with the highest levels
of confidentiality. There is a formal report for
each Exit Interview and a quarterly MIS report
with recommendations.
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