WE HELP TO BUILD SUCCESSFUL BRANDS

"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).
 
Main advantages
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:

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