Axe - Study on Coolness
After the first study on coolness done for Axe Latam, DatosClaros was contacted by Axe North America (www.theaxeeffect.com) to do two new waves. The new studies were focused on the U.S. and Canada. Other countries in Europe and South America were included for comparison purposes. The concept of “cool” was explored through online focus groups and surveys.
Job Description
Client: Axe USA
Agency: None
Location and date: June 2009 and September 2009. Argentina, USA, Canada, UK and Russia.
Client’s goal: To obtain an in-depth study on the concept of coolness; to understand which brands are cool and which are not. Especially focused on North America with an emphasis on the exploratory study.
Solution: Online survey and focus groups in five countries with global results and open-ended results for USA and Canada. For this study, the DatosClaros tools Virtual Focus (online focus groups and interviews) and OPINO (powerful CATI/ CAWI software that allows online and phone surveys to be generated, managed and monitored) were used.
Results: A global report that identified openings for the U.S. and Canada was delivered to the client. The report emphasized what the brand could do to increase its “coolness credentials.” Two annual waves were done for the study.
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.