“ Do you mind sharing something very personal with us?
Millennials aren’t the easiest target group to reach, let alone mobilize for contraceptive research. Think about it, 20 minutes of social media or participating in research?
Talking about contraceptives is for most women not just ‘small talk’. It is a very personal subject and thus challenging to broach.
We really wanted to understand the ‘why’ behind their answers and this challenged us to go beyond the traditional distinction between quantitative and qualitative research.
We were fortunate to work with some of the brightest minds, allowing us to move away from traditional surveys and help us create true dialogue with millennial women.
We introduced Jess, the conversation partner for birth control – she helped uscreate the feeling of a ‘safe space' to talk about very personal subjects.
We triggered the interaction by using various ‘gamified’ techniques to unearth some of the deeper emotions and needs related to birth control. The openness and depth of answers we uncovered from ‘true or false’ or ‘the dilemma game’.
A new concept in quantitative research. Not just questions and conditional routing, but a true conversation. Listening to what consumers have to say, learning from this and responding with clarifying or laddering questions – all within the survey. Insight beyond anything we did before.