Post on 14-Dec-2015
Lumière Profile2013
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www.lumieresolutions.com
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In-depth consumer understanding - unearthing motivations, identification of nascent or unmet needs - is at the core of what we do.
Over 200 qualitative projects in a year.Over 90% of our work is repeat business from our clients.
Our proprietary work flow process ensures every deliverable meets client expectations.
N-Light Stride®
4FMCG MediaPharmaTelecomRealtyRetail Electronics Automotive Manufacturing
Ever-expanding sector expertise…increasing list of clients
Pan India coverageExperience in all key
Indian languages
Projects completed in South Asia, South
East Asia & the Middle East
What makes this possible?
A 40+ strong multi-talented, varied experienced, passionate team that works in a seamless collaboration
and owns a project to deliver the best
Spirit of partnering with clients and employees. Invest in the lifetime value of these relationships
Work practice code called ‘The Lumière Way’ – Simple human values– Strong work ethics– Collaborative work culture
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Customer and Consumer
Core Product
Communication & Brand
Category and Competition
Market
Organizational Culture
External
Employee Skills
Key areas of research
Internal
Culture
Our Strengths
Committed researchers
Superior hypotheses generation with in-depth sectoral understanding
Flexible, speed, innovative, proactive, responsive
Smart solution orientation
Long term value proposition to clients
Customized techniques
Strong process orientation and project management
capabilities
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Our Strengths
Rich understanding of the 24-hour day of the consumer and her concerns, aspirations and challenges
Work across urban & rural centers, cutting through the entire age and SEC spectrum
actionable recommendations
A proven ability to understand client business, research problem and objectives across General Management, Sales & Marketing, R&D, HR, Training, Administration
High customer satisfaction resulting in over 250 projects a year with 90% repeat business. Highest quality work within agreed timelines and recommended MR codes
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Consumer
Client
How Do We Achieve This?
We are a blend of functional & industry specialists
Multi-disciplinary tools/ techniques for data
collection, analysis & next steps
Continuous learning, mining, sharing, including fortnightly
classroom learning workshops
Experienced in a range of business processes,
practices and problems
Create global best practices for clients
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Proprietary Research Tools
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N-Light® Watch
• Ethnography
N-Light® Behaviour
• Usage & Attitudes
N-Light® Flash
• Technique to zero in on the moment of truth in purchase or usage behaviour
N-Light® Connect
• Customer understanding, to help identify the distance between perception & reality for empathy building among stakeholders
N-Lights® Viewer Access
• Exploratory and diagnostic test and track tool
N Light© ID
• Consumer and brand profiling tool
• Helps understand brand positioning as well as consumer motivations
Consumer/Customer Understanding
Proprietary Research Tools cont’d
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N-Light® IdeaCon
•Idea Evaluation
N-Light® ChronoTest
•Formulation & Product Testing (On site, in use, extended use, panels)
•Concept Testing & Full mix testing (Benefit/Reason to Believe; Proposition; Concepts + Product)
N-Light® AdTest
•Advertising Testing using Narramatics, Storyboard, Animatics, Finished Film stimuli
N-Light® Pack
•Pack Testing (Concept, Mock-ups, Finished Pack)
Brand Dynamics
•Brand Mapping; Brand Extensions; Brand & Value Migration; Brand Equity
Semiotics
• Semiotics exploration and decode of the category and brand
Brand & Advertising
Proprietary Research Tools cont’d
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N-Light CATI®Computer-assisted telephones
interviewing
• Computerized questionnaire is administered to respondents over the telephone
• Interim and update reports can be compiled instantaneously, as the data are being collected
N-Light CAPI®Computer-assisted personal
interviewing
• Questionnaire is administered face-to-face using laptop screen to read the questions and input the answers.
• The computer loads the questionnaire script, which automates coherence and enables quota management.
N-Light CAWI®Computer-assisted Web
interviewing
• Questionnaire appears in the browser as a web-page
• The answers for the questionnaire get immediately to the main server so the data collection and the results can be tracked continuously.
Computer Assisted Research
Proprietary Research Tools cont’d
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Resource Management
• Exit Interviews Process Management
• Leadership Concerns/ Issues
• Career Growth Concerns
• Career Framework
Organization Management
• Organizational Teamwork & Winning Teams
• Organizational Safety Studies
• Organizational Climate Studies – exploratory & diagnostic
• Diversity Mapping & Solutions
Function Management
• Marketing Training & Need Gaps
• HR Transformation
N-Light® People
Organizational Areas of Expertise
Business Solutions
Business Growth
Concerns & Opportunities
Mapping
Corporate Identity, Image
& Communication
Leadership Profiling
Service Philosophy
Development
Spatial Identity and Association
Succession Planning
Organizational Areas of Expertise
ConsultingBrand Equity
workshop
• Way forward on brand and re-crafting the brand key
Creativity workshop
• Brand ideation
• Customer empathy workshop
Innovation workshop
• Generating new ideas & insights
Brand Communication
Workshops
• Brand communication ideas exploration
Cooking Creativity & Cooking Ideation
Consumer centricity workshops, programs,
train the trainer
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THRUST ON TECHNOLOGY
Preparing for the future
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Qualitative Research – reflection of the
consumer and his changing realities
Modern Reality – constantly changing
and evolving
The only way to stay current and sharp -
TECHNOLOGY
Role of Technology
As Medium
As Methodology
As Enabler
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TECHNOLOGY – AS MEDIUM
Lumière Discussion Forum (Online FGDs/ Online Panels)
• A methodology that enables communication with respondents using the online medium.• Respondents of the required profile with functional computer and internet operational
knowledge and access, are recruited through the conventional recruitment procedure and snowballing.
• They receive invites to register on the Lumière Discussion Forum (a facility available on Lumière website).
• After having registered, a username and password is generated and mailed to them.• They are invited to come online on a pre-decided date and time. A researcher will then
moderate these groups online.
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Lumière Discussion Forum – Key Benefits
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Client
• Multiple team members can observe from any location
• Facility of sending private messages to the moderator.
• OPE costs eliminated
Agency
• Travel time eliminated • Transcripts available
immediately post discussion• Discussions across multiple
centres, on the same day.• Respondent wise
information available
Respondent
• Participate from the comfort of their homes
• No personal interaction hence feel free to express views, thoughts and feelings
Breaks time and distance barriers Creates freshness in approach and engagement Encourages newer cohorts to participate who are otherwise unwilling to
participate at central venue.
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Why online discussion?
Reach population who are unwilling to participate in face to face discussion Sensitive topic of discussion Respondents hesitant to share their identity Larger population to be covered Faster results required Reduce costs by eliminating travel time and cost
Areas of Application:
• Quick post launch reactions across centres• Speedy reactions to an animatics/ finished film• Idea generation/ Exploratory study• Concept testing• Packaging study
Lumière Mobile App
Key Benefits• Competitive advantage• Instant outputs – Faster Analysis without any time lag, here
& now.• Saves time and effort• Reduce cost• Build relationships• Increase your accessibility• Can run on any tablet or smart phones with Android
platform and internet connection
Areas of Application• Retail audits• Connect with on-the-go customers• Communication, packaging, product testing• …and many more!
Lumière Mobile App is a software application designed in-house by Lumière to enable quick data collection
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TECHNOLOGY – AS METHODOLOGY
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Why Social Media Research?
Complement to traditional research
• Additional tool which enhances traditional research - helps gathering of different perspectives and make better informed decisions
• Informs more traditional methods of research
Operationally efficient
• Fast, iterative research• Gather feedback on
things that you wouldn’t normally look to research, due to time and budget constraints
Intrinsically advantageous
• Effective use of the two-way engagement of social media
• Build relationships with customers through a new approach to online research
• Can listen and talk to people who may have never participated in traditional forms of market research
• Research that is more intimate and builds with each interaction
• Constant feedback instead of episodic interaction
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Social Media Research – Suggested Areas of Research
• Segmentation– Understand existing segments more intimately and in real
time– Micro-segment them further– Discover new segments w.r.t. your brand and/or category
• Consumer Profiling– Enhance understanding of your consumer profiles
• Fan base Profiling– Identify if the desired TG comprises a major % of the fan base– Identify reasons for engagement among desired TG
Ad Testing Packaging Testing Concept Testing Product Testing
Test Marketing Interest and purchase intentions
Opinions, attitudes and behaviours in
specific areas
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Social Media Research – Outcome and Way forward
• Output from Social Media Research can be used in various ways– Activate online communities that can act as brand
advocates– Engage differently with different consumer profiles
across social and traditional channels – Devise more relevant product and service offerings
for the different segments, marketing, communication and promotions
– Provide a truly delightful customer service experience
Social Media Research Metholodology
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ARE YOU LISTENING?
Facebook Panels Social Media Listening Surveys
Facebook Questions/Polls Netnography
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1: Setup Facebook Secret Group
An online platform which is familiar Group of all strangers, hence easier to
open up online Identity hidden Secret group. Does not appear in
Facebook searches. Posts do not appear anywhere else except the group wall.
The online medium enables effective use of interactive stimuli like pictures and videos etc.
Asynchronous discussions with consumers - eliminates schedule as a constraint
Researcher sends friend request An ice-breaker with respondents Researcher becomes an online friend Explore respondents environment Aids understand TG better
Social Media : Facebook Groups Interaction Protocol
2: Online Interaction
Continuous engagement and interaction with panellists … almost 15x7
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Social Media : Facebook Facts
India : Facebook FactsRanks 3rd in terms of FB users (after U.S. and Brazil)
Source: http://www.socialbakers.com/facebook-statistics/india
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TECHNOLOGY – AS ENABLER
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Lumière Secondary Research Desk: Composition & Working
The Secondary Research Desk helps to collect, manage and retrieve information which is available from different media sources on a variety on industry topics
Equipped with a comprehensive database, it helps is better decision-making through reliable information
Dedicated desk to manage requests
Proper process in place to retrieve and manage information
Quick and reliable information
Information from all industries and
variety of sources
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Lumière Secondary Research Desk: A Game Changer
Information required on
topic A
Lumiere equipped
with
Social media sites
Desk research
In-house library
Referred data from
Analyse and use information for
research
PREVIOUSLY
NOW
Information required on
topic B
Lumiere equipped
with
Social media sites
Desk research
In-house library
Referred data from
Analyse and use information for
research
Robust tool with reliable and varied information
supported by strong data archive and efficient indexing mechanism
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Harnessing Technology (1/2)
• Web streaming of fieldwork– Enables observation of research by overseas or distant client
• Data Analysis Tools– Online Transcription for quick turnaround of project– Video tools for conversion– Audio tools for editing, enhancing sound– Video screen capture tools– Use of virtual space for upload of digital sound/video files for quick
turnarounds– Use of tools and software for advanced analysis & interpretations– Online Tools to fetch videos available in the public domain
• Tools to enhance the experience and aesthetics of debriefing– Video Clips/Movies help bring alive consumer stories and quotes
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Harnessing Technology (2/2)• www.lumieresolutions.com
– Secured access on need-to-know basis• General public• Client – Archives and Knowledge Management• Intranet for internal team members• Interface for partners & associates
– Project Repository• FTP Server: Secure Mechanism to upload large data files• Lumiѐre Solutions Cloud
– Mail– Calendar– Documents– Project Management– Mindmapping– Online questionnaire preparation & analysis
Qualitative Research
Quantitative Research
Mobile Research
Socal Media
Consulting
FMCGHR &
Consulting
Realty
Pharma
Electronics
Retail
Telecom
Auto
BFSI
Mfg
Auto
Media
Lumière Way
Superior hypothesis generation with in-
depth sectoral understanding
Flexible, speed, innovative, proactive, responsive
Smart solution oriented
Long term value proposition
Customized techniques
Technology adoption
Strong process orientation and
project management
Continuous Improvement
Continuous Improvement
NLight® IndexNLight® Stride
Case 1: Innovation PartneringCase 2: Emerging Consumer MindsetCase 3: Consumer ConnectCase 4: Ethnographic ObservationCase 5: Mystery Shopping – Packaging ResearchCase 6: TV Viewing Panels
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Business Case Studies
Strategic Research: Equity Studies, Culture Studies, Therapy Mapping
Tactical Research: Advertising Testing, Nomenclature Testing, Packaging Testing, Research Programs and Workshops
Ideation
IDEAS N-Light® IdeaSort
Winning Ideas
Concepts& Products
N-Light® Chrono
Quantitative Product/ Concept
Testing
Qualitative testing of all elements of the marketing mix
Case 1: Innovation PartneringSector: xxx
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Case 2: Strategic study on emergenceSector: FMCG
Objective- Understand the phenomenon of emergence and of low unit pack usage- To understand the aspirations, lifestyle of consumers at the lower end of
the socio economic strata in urban and rural India and map changes in these
- Impact of media on shopping behavior
Output- 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
- Social aspects viz., the rise in education amongst women and children, agro-developments, need gaps and infrastructural changes
- Cascade of learnings to businesses and functions with action areas
Out of the box design
- Desk research and case studies on micro marketing experiments- Expert interviews for hypotheses generation- Consumer Home Visits
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Case 3: Consumer & Customer Connect Programs Sector: FMCG, Banking, Pharmaceuticals, Retail, Agro
Objective- Purposive & non-purposive observation of consumers/ customers in
their environment and on their terms.- Dialogue with customers/ consumers to understanding their life context
[Concerns, Aspirations, Stress, Happy Moments].
Action- Customized Inputs to creating a consumer-centric organization equipped
to engage confidently with consumers/ customers. - Skill-building inputs in observation, dialoguing and tools sharing to
enable independent consumer connect activity. - Monitoring and value addition to the organizational consumer connect
program.
- Independent management of the customer connect program was designed and handed over to the marketing research department to run for internal customers
Outcome
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• CLIENT:• European Dairy Cooperative seeking to develop innovative dairy products
for consumers at the BOP• OBJECTIVE:• To observe how consumers live at less than $2 a day in Indian slums• CHALLENGE:• Identifying the homes, organizing and coordinating the home visits• SOLUTION:• Observing lifestyle, nutrition, cooking and food habits• OUTCOME:• Immersion into the consumers life
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Case 4: N-Light® Watch: Ethnography at the BOPSector: Dairy
A day in the life of a BOP Consumer
Solution – Out of the box researchA.Ethnographic observation of in-store behavior at top end counters to measure:-Count & pattern of footfalls by day & time and nature of shopper units (singles, families, pairs, demographics-Browsing co efficient of different product categories-Enquiries & behaviour at counter, beauty assistant interactions, FAQs-Use of testersB. Depth interview with consumers-Shopper mission understanding-Category and brand choice influencers-Reasons for purchase-Planned vs. Impulse purchase-Reactions to the ranges
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Case 5: N-Light® Mystery: Shopper study in packagingSector: FMCG
Client – FMCG Multinational Objective – Impact of packaging on shopper brand choice
Outcome – Belief creation and alignment of marketing, technical and packaging teams on consumer expectations and impact of packaging. Clear directions for improvements in packaging deeper 41
CLIENT: TV majorOBJECTIVE: Qualitative track of 30 serials to study track/ storyline, characters, breaksCHALLENGE: Identifying SEC B2 panelists with online access, training, devising tool, data
capture and output formats and protocolsSOLUTION: - Accurate and streamlined daily and weekly track reports - Value option to client for own and competitor serials quali-track
Case 6: N-Light® CAWI Panels: TV ViewingSector: Media
Day after TV serial viewing feedback on web
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CLIENT: Automobile MajorOBJECTIVE: Defining profiles of consumers to develop a communication routeCHALLENGE:
To be able to read into consumer psycheSOLUTION: - Accurate profiles of consumers using N-Light© ID to aid communication
development - Developing communication insights
Case 7: N-Light© ID: Profiling StudySector: Automobile
Profiling of client’s customers and competition
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Case 8: Lumière Mobile AppSector: Retail
Understanding consumer perceptions and retail audit
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CLIENT: A popular fast food chainOBJECTIVE: Understanding consumer perceptions of the brand, retail audits and quick
feedback to new products introducedCHALLENGE: To get maximum consumer touch points without compromising on the depth
of data within short timelinesSOLUTION: - An approach using Lumière Mobile App with 2 levels
Level 1: To get preliminary reactionsLevel 2: To dig into findings of level 1 further
Partial List Of Clients
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FMCG
BFSI
Retail
HR/ Consulting
Auto/ Mfg
Realty
Partial List Of Clients
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TV / Print/ Radio
Pharma &
Healthcare
Consumer Electronics
Telecom/ IT
Advertising
Social Sector &
Non Profits
Education
AFFILIATIONS
ESOMAR ESOMAR is the world organization for enabling better research, consumers and into markets societies.
MRSI Market Research Society of India (MRSI) is a unique non-profit autonomous market research body formed by a large fraternity of research suppliers and users spread across India. Established in January 1988, theMRSI is at the forefront of maintaining standards of excellence in the market Research industry. The MRSI seeks to strive to drive interest that MR Worksand to improve the professional standards of MR in India. Lumiere BusinessSolutions is represented at the MRSI management committee
Lumière Business Solutions Pvt. Ltd.#1, Nav Durga Co-op Housing Society,
Sector 19 A NerulNavi Mumbai 400706
022 27709920/30+91 9820217625 (Deepa Soman)
Visit us at www.lumieresolutions.com
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