Millennials

Our client is a global giant and is, among many other things, things known for their birth control methods. The pill and what are called ‘Long Acting Contraceptives’: like the coil, implant and others. They asked us to engage with millennials across the globe to learn more about their knowledge, attitudes and behaviors in context of birth control.

Our client is a global giant and among many things known for their birth control methods. The pill and what are called ‘Long Acting Contraceptives’, like the coil, implant and others. They asked us to engage with millennials across the globe and to learn more about their knowledge, attitudes and behaviors in context of birth control.

Do you mind sharing something very personal with us?

1

Involve millennials

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?

2

Address a very personal subject

Talking about contraceptives is for most women not just ‘small talk’. It is a very personal subject and thus challenging to broach.

3

Elicit rational and irrational decision making

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.

Conversation design

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.

The use of a conversation partner

We introduced Jess, the conversation partner for birth control – she helped uscreate the feeling of a ‘safe space' to talk about very personal subjects.

Probing into needs, desires and dilemma’s

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’.

Conversation design

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.