"ALIVE DREAM" MEDITATIVE FOCUS GROUPS
In partnership with Danone we used – as the first on the Czech market – a new qualitative methodology called "Alive Dream", which uses elements of deep relaxation based on Milton H. Erickson’s hypnotherapy.
This method was developed by the French research team and - for the implementation on the Czech market - CONFESS Research was qualified as the partner agency.
How does “Alive Dream” work:
In the introductory part of the session a small group of respondents is put into a state of deep relaxation, in which they e.g. return to the first moments of
consumption of the given product and work with virtual "mentor" who helps them tune the whole experience to final satisfaction. This section is followed by a series of projective techniques to
describe the whole experience. Then, the idea of a new product is confronted with product prototypes that are prepared right during the discussion by the R & D team.
When to use the “Alive Dream”:
The "Alive Dream" methodology is suitable for new product development as well as communication testing, which can be proven by the recent experience with the test of
new coffee ad proposals from Sara Lee. In this test, respondents in the deep relaxation described their favorite coffee and confronted the idea with several storyboards, both in terms of product
perception and identification with the story as well as the ad execution. From the perspective of the client, the greatest contribution was the fact that consumers spontaneously participated in
the ads adjustments and came up with a number of specific ideas of execution, i.e. how to increase its relevance and motivation to purchase the advertised coffee.
Read here article published in Marketing & Media magazine No. 47 published on
November 19, where Ondřej Široký, Brand Manager Sara Lee, comments his learnings from storyboard testing via Alive Dream methodology (article available in Czech).
The main advantage is seen in the fact that the real experience is taken right from “below the skin” in the state of deep relaxation and thus the respondents are
able to confront the experience with the taste, fragrance, or design of the product with bigger amount of prototypes or ads.
Other advantages of the methodology:
consistency of the opinion during the evaluation of large number of
stimuli (the idea originates during deep relaxation and remains engraved as a "benchmark" in the minds of the respondents during the evaluation of all stimuli)
negligible influence of other respondents (respondents, thanks to the strong experience of deep relaxation, hold their own view of the studied stimuli
the ability to actively participate in co-creation and editing of the
product or storyboards tuning