Proven Tools & Customized Approaches To Deliver On Research Objectives

Frank Hines President

Hines & Lee, Inc.

Delivering 100% On Your Research Objectives

•  We utilize proven tools, techniques, & creative approaches.

•  Every project is a one-off – customization is critical.

•  We deliver new & different insights from every engagement.

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Qualitative Market Research Experience

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NATIONAL ACADEMY OF ENGINEERING!

Proven Qualitative Research Tools

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Exploratory Labs – Interactive focus groups that put you in the room

Vidnography™ – Consultant-directed, consumer-generated video ethnography

Market Immersion – Field trips & customized in-market experiences

Online Research – Bulletin boards & webcam-enabled focus groups

Understand Emotions & Illustrate Insights

•  To confirm hypotheses & illustrate insights related to consumers’ bread-eating habits, we asked consumers from various behavioral segments to film interviews, kitchen tours, reactions to photos of various types of bread, and a five-day video diary.

•  Utilized special HD cameras to provide footage for facial coding software to conduct deeper emotional analysis.

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Understand the Market to Fuel Innovation

•  To drive “long-term care insurance” innovation, we took a senior marketing team on a two-day Market Immersion guided field trip to visit and gather insights from various constituents in their marketplace.

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Demonstrate Product Visibility & Interaction

•  To document who opens the refrigerator, how often, what they see, and what they touch, we placed motion-sensitive cameras in consumers’ kitchens, filming every interaction with the refrigerator.

•  We studied refrigerator interactions, tallied every product touch, and produced a time-lapse video of families opening and closing their refrigerators over a one-week period.

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•  To develop new generations of mailing machines, we conducted Exploratory Labs with corporate mailing operations managers.

•  We provided physical models and prototypes so respondents could touch and feel new concepts, and show us the best configurations.

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Develop New Product Concepts

Understand Mom/Child Shopping Dynamics

•  To gather insights from moms and their children, driving the creation of new beverages and dessert novelties, we conducted Exploratory Labs with children aged 8-12 (separately and, then, with their moms in interactive discussion groups).

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Leverage World-Class Brand Attributes

•  To identify & leverage the attributes of world-class brands, we conducted a Market Immersion tour in Manhattan, focused on the sensory cues that communicate the brand essence of some of the world’s marquis brands.

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Identify High-Performance Attributes

•  To fuel the development of new sports watches incorporating the most critical performance attributes, we gathered insights from professional triathletes about their needs during competition.

•  We worked with the publishers of Triathlete magazine to recruit world-class triathletes including a two-time winner of the Ironman triathlon and his wife, an Olympic silver medalist, for interactive discussion sessions.

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Geographically Dispersed Populations

•  To gather insights from senior managers regarding a new financial management service, we utilized both Exploratory Labs and an Online Bulleting Board service. This enabled iterative discussions with managers in major metros as well as more remote locations.

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Creative Tools For Illustrating Insights

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Favorite Activities, By Time Spent

Vidnography™ In-Session Artists Consumers’ Sketches

Charts & Graphs Wordles PhotoPhone Essays™

Who We Are •  Consultants offering services in research, strategy & innovation.

•  Professional facilitators who believe in the power of the diversity &

experience of teams.

•  We believe that teams own what they help create.

•  Providers of an innovative portfolio of qualitative research services.

•  Pioneers of Vidnography™ – consultant-directed, consumer generated, video enthnography.

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Experience Bringing Insights To Life

•  In addition to the tools outlined in this presentation, we are always developing new tools to bring insights to life, customized to your research and innovation objectives.

•  Each of our consultants and consulting partners has 20+ years of experience each in international marketing & market research, all with some client-side experience.

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Frank Hines

•  30+ years international marketing experience •  About 20 years as an innovation consultant •  Group facilitator & focus group moderator •  Research, strategy, & innovation experience •  Holds three patents •  Engineer & MBA