“ 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 participate in research?
Talking about contraceptives is for most woman not just ‘small talk’. It is a very personal subject thus challenging to engage women.
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 helping us to create a true dialogue with millennial woman.
We introduced Jess, the conversation partner for birth control – she helped to create a feeling of a save context to talk about very personal subjects.
We triggered the interaction by using various ‘gamified’ techniques to unearth some of the deeper felt emotions and needs related to birth control. The openness and depth of answers we got from ‘true or false’ or ‘the dilemma game’.
A new concept in quantitative research. Not just questions and routing but a true conversation. Listening to what consumers have to say, learn from this and within the survey respond with clarifying or laddering questions. Insight beyond anything we did before.