CAPTURING INSIGHT AT THE MOMENT OF EXPERIENCE WITH CONSUMPTION DIARIES

The CHALLENGE

A client was interested in understanding the specifics of usage occasion for its personal care product. They needed to quantify the who, what, where, when, and why for all the different types of usage occasions.

The APPROACH

Burke conducted a consumption diary where respondents recorded details of every usage occasion for one week. Respondents recorded entries throughout each day thereafter, including using their mobile devices. Using mobile was more convenient for our participants and yielded a higher completion rate and engagement than other methods. It also improved the quality of the recall by allowing us to get closer to the moment of experience.

The OUTCOME

Our work helped our client identify key opportunities for growth in the category and beyond, specifically around:

• Expanding beyond its core category
• Keeping consumers in the category longer
• Creating messaging that spoke to “being where they are”
• Inspiring product ideas for packaging improvements