See how you can use Liveminds to test and understand what your target audience think of your product prototype and visualise how they use it.
The role of online qual
- To explore reactions to alternative new product prototype
How it works
- Recruit people in the market for chocolate
- Give them copies of the new product and ask the consume them at their leisure over the following week
- Get them to complete an online diary exercise in which they take a mobile video before, during and after explaining why they are eating it now and how the experience feels
- Get them to share it with friends and record their responses as well to understand the brand and product in a natural social context
- Start the discussion as a one-on-one to get unadulterated feedback before opening it up to a group discussion
- Meet the participants face to face for a more in depth brand positioning and packaging workshops
What you get
- A sense of how the product fits into their lifestyle and what they think and feel ‘in the moment’ of consumption
- An idea of the social impact the new product might have
Why it Works
- Allows people to feedback on their terms, at their own convenience
- By taking the researcher out of the mix and using self-ethnography, the conversation is more pure and natural
- Online diaries can be better than paper diaries since people can often type better than they write and it allows them to upload video. Also, they can’t be lost or eaten by the dog!