Dove - Online Pack Study
To evaluate the packaging of a new product, Dove asked DatosClaros to do an online study to evaluate satisfaction with the new product and to assess potential consumers’ response to the concept. The Image Impact tool was used to provide a graphic analysis of the product use.
Job Description
Client: Dove Argentina and Mexico
Agency: None
Location and date: March 2009. Argentina and Mexico.
Client’s goal: Customers accessed the online survey by entering a code printed on the pack; potential consumer contacts were taken from the brand’s registered site users. The first survey question divided product users from those who had not yet tried the product. Respondents then accessed one of two questionnaires: one to evaluate the product and the other to assess the concept. In all cases, Image Impact was used as the interactive method, allowing respondents to intuitively respond to the product application (and allowing the client to understand these responses graphically).
Results: In spite of the logistical difficulties of a study of this kind, DatosClaros was able to provide the client with the information they required.
"In spite of the fact that this study was affected by the economic crisis and the flu scare in Mexico and Argentina, DatosClaros made extra efforts to ensure that we got the information we required."
About DatosClaros
Founded in 2000, DatosClaros (www.DatosClaros.com) is dedicated to designing and developing market research and public opinion studies. From the beginning, the company has worked to develop a comprehensive online research platform and to design proprietary tools and novel research methodologies that reflect the enormous changes in the communications among people and between companies and their consumers. Some of the company’s clients include: Unilever, Linde AGA, Coca Cola, Banco Itaú, Cencosud (Disco, Jumbo, Vea), Acindar, HSM, Loreal, Pernod Ricard, Mercado.