Case studies How brands are watching what people really think
Bayer: Creating inclusive packaging solutions which are child-proof, not adult-proof
Business Challenge
Child resistant packaging is a vital part of many Bayer products. However, numerous child resistant pack designs can be challenging and frustrating for some adults to use.
Moving forward, Bayer is making a more conscious effort to provide child resistant packs which are designed with inclusivity in mind. These will be child-proof, but also user-friendly for all adults, regardless of dexterity challenges or visual impairments.
Method
We recruited 20 US Thinkers (respondents) with a split across gen pop, people with dexterity challenges, cognitive challenges, and visual impairments. Each Thinker completed 5 video tasks. These included being sent and reviewing multiple child resistant packs and eventually ranking them according to usability.
Results
The team saw first-hand the challenges people faced whilst interacting with a variety of child resistant packs, the frustrations it caused and how, if at all, people overcome those challenges.
From those observations, we put together a report detailing the perceptions of the child resistant closures, the performance of each pack mechanism and clear guidelines for future designs.
“At the end of the day, better design means better experiences for everybody. And by embedding them into the research and therefore the design, we’re in a better position than ever to deliver health for all.”
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Watch Me Explore: Pack Design Exploration
Discover what your new pack needs to be and do in order to get an edge in the category. And learn how to elevate the overall product experience for your brand.
Learn moreMarine Stewardship Council: Sustainable seafood labels in the e-commerce shopping journey
Business Challenge
Over the last few years consumers have turned increasingly to online grocery shopping. This trend means consumers are not interacting with seafood products in the same way and may miss traditionally used communication channels for customer education.
To better support consumers in shopping their values and choosing MSC certified sustainable products online, MSC wanted to know how consumers shop online for seafood and what they consider when doing so.
Method
Watch Me Think recruited 20 Thinkers in the US, all of whom frequently purchase seafood online and all agreed that sustainable sources were important to them when choosing products.
Each Thinker made 2 videos…
- Video 1: While shopping the category online, recording both themselves and their screens.
- Video 2: After receiving the products ordered in video 1, elaborating on how or why the labels affected their purchase decision.
Results
From the research, we were able to tell MSC more about the e-commerce shopping journey. For example, when shopping online, consumers spend more time and buy with greater intention. Seafood shoppers also rely heavily on the search bar for findings, while sustainability labels have an important role in the deliberation stage.
As a result of the research, MSC is developing their e-commerce strategy and recommendations for their partners. They’re also using the findings for thought leadership, both internally and externally.
“Watch Me Think was an amazing partner to work with on our seafood e-commerce project. Their team has an in depth understanding of how to position our research with their Thinkers to maximize the results and positive outcomes. Working with their team has provided us with invaluable insights that have helped us develop key strategies for our organization backed by consumer insights and research. I would certainly recommend working with them to anyone considering!”
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Watch Me Shop: Channel Opportunities
Drive growth by identifying the channel opportunities to increase penetration, frequency or spend. Based on how people shop and their category expectations.
Learn moreDanone: Exploring cultural and social perspectives of memory loss and Alzheimer’s disease
Business Challenge
Danone manufacture Souvenaid, a supplement that slows cognitive decline. The Danone team knew that people experiencing memory loss and Alzheimer’s often felt stigma and shame, and that it may be further driven by societal perceptions of what life was like once diagnosed. The team wanted to understand these perceptions and assumptions by hearing from those with no experience of memory loss or Alzheimer’s.
The leanings would be used to help position the brand, bust assumptions and put feelings of shame and stigma to bed.
Method
Watch Me Think recruited 12 Thinkers from Australia and Spain, all aged between 18 - 45.
None of the Thinkers had been diagnosed with memory loss or Alzheimer’s, nor did they have any family or friends who had been.
Each of the 12 Thinkers made a video at home discussing a variety of areas around memory loss and Alzheimer’s. They also recorded 2 short clips to illustrate moments of their daily life that they felt would be challenging if they experienced memory loss or Alzheimer’s.
Results
Watch Me Think put together a report that summarised people’s perceptions, assumptions, knowledge gaps, fears and the opportunities for Souvenaid. The research highlighted the huge gaps in people’s understanding of the diversity of memory loss and Alzheimer’s cases.
The findings also gave direction on what to challenge, educate and change via comms to alleviate feelings of stigma and shame. In addition, the research found and provided a reason for people to listen to those brand comms.
“Watch Me Think allowed us to understand perceptions, emotions and feelings in a very powerful way. They really helped elevate the insights and outcomes, and they revealed an underlying controversy around the topic.”
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Watch Me Explore: Category Immersion
Uncover category opportunities by getting under the skin of those who have different levels of usage within it. And get a holistic understanding of the barriers and triggers.
Learn moreWhat we do…
Watch Me Explore
Identify new innovation opportunities for products or services that will solve a genuine problem, by letting people show you what motivates and frustrates them.
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Watch Me Develop
Ensure concepts and prototypes are right before scaling up. And save time, money and iterations, by refining your concepts and testing your prototypes in-situ.
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Watch Me Use
See what’s working and what needs to be improved. By testing your products in-context and seeing how people use it, talk about it, discover it and look for it.
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Watch Me Shop
Identify shopper-led growth opportunities, or see the competitive landscape from a shopper perspective, by observing authentic in-store and online behaviour.
Learn moreWe help you improve your products and find new growth opportunities. And we do so by distilling in-the-moment behaviours with video ethnography, all around the world.
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