2013
www.lumieresolutions.com
2
In-depth consumer understanding - unearthing
motivations, identification of nascent or unmet needs is at the core of what we do.
N-Light Stride®
Our proprietary work flow process ensures every
deliverable meets client expectations.
Over 200 qualitative projects in a year.
Over 90% of our work is repeat business from our clients.
3
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
Projects completed
in South Asia, South
East Asia & the
Middle East
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
Pan India coverage
Experience in all key
Indian languages
Retail
Realty
Telecom
Pharma
FMCG
Media
Electronics
Automotive Manufacturing
Ever-expanding sector expertise…increasing list of clients
4
Internal
External
Culture
Market
Organizational Culture
Category and Competition
Communication & Brand
Core Product
Employee Skills
Customer and
Consumer
Key areas of research
5
Our Strengths
Superior
hypotheses
generation with indepth sectoral
understanding
Strong process
orientation and
project
management
capabilities
Flexible, speed,
innovative,
proactive,
responsive
Committed
researchers
Customized
techniques
Smart solution
orientation
Long term value
proposition to
clients
6
Our Strengths
Rich understanding of the 24-hour day of the consumer and her concerns,
aspirations and challenges
Consumer
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
Client
High customer satisfaction resulting in over 250 projects a year with 90%
repeat business.
Highest quality work within agreed timelines and recommended MR codes
7
How Do We Achieve This?
Multi-disciplinary tools/
techniques for data
collection, analysis & next
steps
Continuous learning, mining,
sharing, including fortnightly
classroom learning workshops
Create global best practices
for clients
Experienced in a range of
business processes,
practices and problems
8
Proprietary Research Tools
N-Light®
Watch
• Ethnography
N-Light®
Behaviour
• Usage &
Attitudes
N-Light®
Flash
N-Light®
Connect
N-Lights®
Viewer Access
N Light© ID
• Technique to
zero in on the
moment of
truth in
purchase or
usage
behaviour
• Customer
understanding,
to help identify
the distance
between
perception &
reality for
empathy
building
among
stakeholders
• Exploratory
and
diagnostic
test and track
tool
• Consumer
and brand
profiling tool
• Helps
understand
brand
positioning as
well as
consumer
motivations
9
Proprietary Research Tools cont’d
Brand & Advertising
N-Light®
IdeaCon
N-Light®
ChronoTest
•Idea Evaluation
•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, Mockups, Finished
Pack)
Brand
Dynamics
•Brand Mapping;
Brand Extensions;
Brand & Value
Migration; Brand
Equity
Semiotics
• Semiotics
exploration
and decode
of the
category and
brand
10
Proprietary Research Tools cont’d
Computer Assisted Research
N-Light CATI®
N-Light CAPI®
N-Light CAWI®
Computer-assisted telephones
interviewing
Computer-assisted personal
interviewing
Computer-assisted Web
interviewing
• Computerized questionnaire
is administered to
respondents over the
telephone
• Questionnaire is administered
face-to-face using laptop
screen to read the questions
and input the answers.
• Interim and update reports
can be compiled
instantaneously, as the data
are being collected
• The computer loads the
questionnaire script, which
automates coherence and
enables quota management.
• 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.
11
Proprietary Research Tools cont’d
Resource Management
Organization Management
Function Management
• Exit Interviews Process
Management
• Organizational Teamwork &
Winning Teams
• Marketing Training & Need
Gaps
• Leadership Concerns/ Issues
• Organizational Safety Studies
• HR Transformation
• Career Growth Concerns
• Organizational Climate Studies
– exploratory & diagnostic
• Career Framework
• Diversity Mapping & Solutions
12
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
Consulting
Brand Equity
workshop
Creativity
workshop
• Way forward • Brand
on brand and ideation
re-crafting
• Customer
the brand
empathy
key
workshop
Innovation
workshop
• Generating
new ideas &
insights
Brand
Cooking Creativity Consumer centricity
Communication & Cooking Ideation workshops, programs,
Workshops
train the trainer
• Brand
communication
ideas
exploration
THRUST ON TECHNOLOGY
15
Preparing for the future
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
16
Role of Technology
As
Medium
As
Methodology
As
Enabler
17
TECHNOLOGY – AS MEDIUM
18
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.
19
Lumière Discussion Forum – Key Benefits
• Multiple team members can
observe from any location
• Facility of sending private
messages to the moderator.
• OPE costs eliminated
Client
• Travel time eliminated
• Transcripts available
immediately post discussion
• Discussions across multiple
centres, on the same day.
• Respondent wise
information available
Agency
•
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.
20
20
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
21
Lumière Mobile App
Lumière Mobile App is a software application designed in-house by Lumière to
enable quick data collection
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!
TECHNOLOGY – AS METHODOLOGY
23
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
Intrinsically advantageous
• Fast, iterative research
• Gather feedback on
things that you wouldn’t
normally look to
research, due to time
and budget constraints
• Effective use of the twoway 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
24
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
Test Marketing
Concept Testing
Interest and
purchase intentions
Product Testing
Opinions, attitudes
and behaviours in
specific areas
25
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
26
Social Media Research Metholodology
Facebook Panels
Social Media
Listening
Facebook
Questions/Polls
Surveys
Netnography
ARE YOU
LISTENING?
27
Social Media : Facebook Groups Interaction Protocol
1: Setup Facebook Secret Group





Researcher sends friend request
An ice-breaker with respondents
Researcher becomes an online friend
Explore respondents environment
Aids understand TG better
2: Online Interaction
 Continuous engagement and interaction with
panellists … almost 15x7






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
28
Social Media : Facebook Facts
India : Facebook Facts
Ranks 3rd in terms of FB users
(after U.S. and Brazil)
29
Source: http://www.socialbakers.com/facebook-statistics/india
TECHNOLOGY – AS ENABLER
30
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
Quick and reliable
information
Proper process in
place to retrieve and
manage information
Information from all
industries and
variety of sources
31
Lumière Secondary Research Desk: A Game Changer
Information
required on
topic A
Analyse and use
information for
research
Lumiere
equipped
with
Referred
data from
Google
Social
media sites
Desk
research
Information
required on
topic B
In-house
library
Robust tool with reliable
and varied information
supported by strong data
archive and efficient
indexing mechanism
Lumiere
equipped
with
Referred
data from
Google
Social
media sites
Desk
research
In-house
library
Analyse and use
information for
research
32
Harnessing Technology (1/2)
•
Web streaming of fieldwork
–
•
Data Analysis Tools
–
–
–
–
–
–
–
•
Enables observation of research by overseas or distant client
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
33
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
34
Continuous Improvement
Superior
hypothesis
generation
with in-depth
sectoral
understandin
g
Strong
process
orientation
and project
management
FMCG
Qualitative
Research
Consulting
Realty
Lumière Way
Mfg
NLight® Stride
HR &
Consult
ing
Media
Auto
Flexible,
speed,
innovative,
proactive,
responsive
Quantitative
Research
Socal Media
Technology
adoption
Electro
nics
BFSI
Mobile
Research
Auto
Retail
Teleco
m
Customized
techniques
Long term
value
proposition
Continuous Improvement
NLight® Index
Pharma
Smart
solution
oriented
Business Case Studies
Strategic Research: Equity Studies, Culture Studies, Therapy Mapping
Tactical Research: Advertising Testing, Nomenclature Testing, Packaging
Testing, Research Programs and Workshops
Case 1: Innovation Partnering
Case 2: Emerging Consumer Mindset
Case 3: Consumer Connect
Case 4: Ethnographic Observation
Case 5: Mystery Shopping – Packaging Research
Case 6: TV Viewing Panels
36
Case 1: Innovation Partnering
Sector: xxx
Ideation
Winning
Ideas
IDEAS
N-Light
IdeaSort
®
Concepts
&
Products
®
N-Light
Chrono
Quantitative
Product/
Concept
Testing
Qualitative testing of all elements of the marketing mix
37
Case 2: Strategic study on emergence
Sector: FMCG
Objective
-
-
Output
-
-
Out of the box
design
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
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
-Desk research and case studies on micro marketing experiments
-Expert interviews for hypotheses generation
- Consumer Home Visits
38
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].
-Customized Inputs to creating a consumer-centric organization
equipped to engage confidently with consumers/ customers.
Action
-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.
Outcome
-
Independent management of the customer connect program was
designed and handed over to the marketing research department to run
for internal customers
39
Case 4: N-Light® Watch: Ethnography at the BOP
Sector: Dairy
A day in the life of a BOP Consumer
•
•
•
•
•
•
•
•
•
•
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
40
Case 5: N-Light® Mystery: Shopper study in packaging
Sector: FMCG
Client – FMCG Multinational
Objective – Impact of packaging on shopper brand choice
Solution – Out of the box research
A.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 testers
B. Depth interview with consumers
-Shopper mission understanding
-Category and brand choice influencers
-Reasons for purchase
-Planned vs. Impulse purchase
-Reactions to the ranges
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
41
Case 6: N-Light® CAWI Panels: TV Viewing
Sector: Media
Day after TV serial viewing feedback on web
CLIENT:
TV major
OBJECTIVE:
Qualitative track of 30 serials to study track/ storyline, characters, breaks
CHALLENGE:
Identifying SEC B2 panelists with online access, training, devising tool, data
capture and output formats and protocols
SOLUTION:
- Accurate and streamlined daily and weekly track reports
- Value option to client for own and competitor serials quali-track
42
Case 7: N-Light© ID: Profiling Study
Sector: Automobile
Profiling of client’s customers and competition
CLIENT:
Automobile Major
OBJECTIVE:
Defining profiles of consumers to develop a communication route
CHALLENGE:
To be able to read into consumer psyche
SOLUTION:
- Accurate profiles of consumers using N-Light© ID to aid communication
development
- Developing communication insights
43
Case 8: Lumière Mobile App
Sector: Retail
Understanding consumer perceptions and retail audit
CLIENT:
A popular fast food chain
OBJECTIVE:
Understanding consumer perceptions of the brand, retail audits and quick
feedback to new products introduced
CHALLENGE:
To get maximum consumer touch points without compromising on the depth
of data within short timelines
SOLUTION:
- An approach using Lumière Mobile App with 2 levels
Level 1: To get preliminary reactions
Level 2: To dig into findings of level 1 further
44
Partial List Of Clients
FMCG
BFSI
Auto/
Mfg
Retail
HR/
Consulting
Realty
45
Partial List Of Clients
TV /
Print/
Radio
Pharma
&
Healthcar
e
Teleco
m/ IT
Consumer
Electronics
Social
Sector &
Non Profits
Advertisi
ng
Education
46
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, the
MRSI is at the forefront of maintaining standards of excellence in the market
Research industry. The MRSI seeks to strive to drive interest that MR Works
and to improve the professional standards of MR in India. Lumiere Business
Solutions is represented at the MRSI management committee
Contact Us
Lumière Business Solutions Pvt. Ltd.
#1, Nav Durga Co-op Housing Society,
Sector 19 A Nerul
Navi Mumbai 400706
022 27709920/30
+91 9820217625 (Deepa Soman)
Visit us at www.lumieresolutions.com
http://www.youtube.com/watch?v=We2CiCL0mJg
48