Testimonials from clients: Heinz
"Detecting the brand equity and the search for the ultimate brand essence require a very profound research cycle that enables the respondents to fully integrate into the brand exploration process. Using desk 2.0 research techniques as a starting point, we gathered first basic insights related to the topic. Thanks to some homework tasks respondents jumped into the brand, the usage and the position of the brand in their daily life. The online discussion groups was a logic next step, served as our core knowledge source to really dive into the Heinz experience. In order to refine our results we gathered extra insights in a short term bulletin board. Based on this multi-step research trajectory we were able to come up with a solid, detailed and profound qualitative understanding of the Heinz brand.
This research process was conducted in 8 European countries, varying from very brand mature countries (e.g. The Netherlands) to younger markets (Poland, Czech republic). Different consumer profiles were activated (young and old, different internet skills and maturities). They all had a great, unique and rich experience." Frank Geers
Director Qualitative Research, InSites Consulting "It was amazing how easy it was to get to a in-depth discussion on a emotional level and get emotional and personal responses to stimuli. This take more time and effort in offline groups." "Online focus groups are highly efficient due to the simultaneous interaction and response of all participants. This creates a dynamic in the online groups that you rarely see in offline groups."
"It became apparent to me that doing online groups requires other skills in terms of moderation and other techniques than doing offline groups. Working with the experts if InSites got me through a steep learning curve".
"Online research is not only doing chat sessions. The whole package of on line desk research, homework assignments for respondents, chat sessions and the use of bulletin boards in a follow up, make the difference".
"InSites as online experts keep surprising me with their expertise and experience. First in online quantitative work. Now in online qualitative work. They have become a partner to the Heinz Consumer Insights team, that we trust and value, and consult when we really got an issue to resolve.". Bert Borggreve
Consumer Insight Manager
 "Contrary to my expectations qualitative online research delivers in-depth and insightful explicit and implicit responses." "Group discussions online result not only in quick, spontaneous (intuitive) reactions. Also, by performing projective techniques deeper (implicit) are shown.
"Online group discussions: a quick and insightful way of doing qualitative research. And it is fun to watch too!" Ronald Laan
Marketing Research Manager
|