Nielsen Recruitment Test Understanding consumers’ Usage and Attitudes on Body Wash in Vietnam Version: August 2009
Introduction to Test (1) •
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Thank you for participating in this test The purpose of this test is to explore your ability to understand qualitative data and also how well you can communicate the implications of the information This test is is designed to be a “real life” situation. You will be a Nielsen consultant commissioned by a client to help them develop their understanding of Vietnam market
Qualitative research is based on the deep interviews with consumers/ respondents. Sample size is generally small and is centrally concerned with understanding things rather than with measuring them. Given that, qualitative findings will not be presented in statistical figures but more about understanding/ description and analysis
Introduction to Test (2) •
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There will be 3 short transcripts containing all information in 3 qualitative interviews (3 .doc files). The transcripts includes “Q” bold – questions that moderator/ interviewer asked consumers/ respondents ; and “ -” (regular font size) – answer from interviewee Your job will be to interpret the information and provide the client with a topline summary of key findings, conclusions, and recommendations. You will be asked questions by the audience, just like a real results presentation! Please write a topline summary of approximate 10 slides. You can freely format, design the layout, write whole sentences or short phases. Just present it in your most comfortable style in a presentation. Remember the most important goal here is for us to understand your ability to analyze qualitative findings, not to check your design! If you have any questions or do not understand the instructions, please do ask us, we’ll be happy to explain further Good luck!
The Test
The scenarios •
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Vietnam is seen as the potential market for body wash with the rapid growth in the past 4 years. To keep up with this huge opportunity, A – one of the leading personal care manufacturers in ASEAN would like to join this young but dynamic and potential market. To prepare for the launch, it is crucial to understand Vietnamese consumers’ need on body wash Nielsen has been chosen as the research partner in this study. You are a consultant working for Nielsen. Your job is to analyze the qualitative findings and to provide client conclusions and recommendations from these findings
Research objectives •
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To understand what Vietnamese consumers expect on their body skin To understand key drivers/ expectation on body wash
Target consumers •
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Women between 25 and 45 years old Mix of SEC Have been using body wash at least in the past 1 year. Decision makers and purchasers
Conclusion
Recommendation
Women after giving birth to their children often have brown spot on their skin
Making the shower product for the Young Mother, a shower that can eliminate all the brown spots on skin.
Women believe that Making the Medical vitamin can prevent the Shower product skin older providing vitamin to treat the old skin
Conclusion
Recommendation
Women always want the better things so they are willing to try new shower products if there is the news that it is better than their shower
Giving samples of new shower products for women trying while letting the sellers at supermarkets or shops telling good features of these shower products
Women working in the office are afraid of dry skin
Making the shower product for Office Women that can provide the moisture for skin, prevent it from dryness.
Conclusion
Recommendation
Women are afraid of swimming because the chemical in swimming pool can harm their skin
Making the shower product for Swimming Women. A shower that is used after swimming to clear all the harmful chemical, preventing skin from darkness and dryness.
Women believe that the luxury shower can be trust and better the cheaper products. They are also willing to buy them
Focus on advertising that the shower product is luxury. Although the price is higher but can be acceptable.
Conclusion Women believe that Shower can not eliminate brown spots on skin. Only Skin Cream can do it.
Recommendation Making women believe that there is a Shower product better than Skin Cream or creating a new product called Cream Shower which can eliminate brown spots by the chemical going through the thick layers of skin and prevent the sunlight
Conclusion Women are not sure that Shower can make their skin brighter and do not believe it can be brighten immediately.
Recommendation Adding the Title “Brighten Skin” on the label of Shower to make women believe that shower really can brighten their skin steadily (although women do not think that shower can brighten skin but deeply in their hearts, they desire it, so they will believe it)
Conclusion Smell is the first factor makes women choose a shower (because smell can be tested immediately when women go to shops)
Smell of the shower has to be kept on their body all day. Now the smell only can be kept 2-3 hours.
Recommendation
Invest more than in the quality of smell of the shower especially gentle smell. Advertising that the smell can be kept on body during a day.
Conclusion Be influenced strongly by the seller at the shop or supermarket.
There are not the “Strengthen Skin”, “Smooth Skin”, “Minimizing Pore” on the label of shower.
Recommendation Giving benefits to the sellers so they will suggest the good features of new shower product
Adding more “Strengthen Skin”, “Smooth Skin”, “Minimizing Pore” advertising on the label of shower (before, these are only appear on the label of Face Cleaner)
Conclusion
Recommendation
Women often go to the supermarket firstly to buy the shower products advertised on TV because they trust in the quality of products in Supermarket
After launching a new shower on TV, focus on the sellers and PR at the supermarkets and then the shops
Women distinguish clearly the lines of products for Man and Women
Producing the specific shower products separately for Man and Women.
Key Finding “Because I’m not the expert about skin so I can not describe it”
“I think advance technology probably can do it”
Conclusion
Recommendation
Women do not have much knowledge about the structure of skin
Using the advertisings having the experts instructing women about the skin structure and how to protect them based on the features of shower products
Women believe in the advance of technology can eliminate the lumpy skin, minimize the pore, strengthen skin
Using the advertising on TV or on label of product showing them that the shower products using advanced technology to eliminate the lumpy skin, minimize the pore, strengthen skin
Conclusion
Recommendation
Women believe that the Using the gentle smell in gentle smell can shower and giving them reduce the tress the feature of reducing stress on the label of product
Women want to be more confident in communicating, working, enjoy their life and more beautiful in their husbands’ eyes
Making a Shower product that will bring the confidence for the business women. Help them not only successful in work but also at home with their husbands
Conclusion
Recommendation
Women really love baby skin which is their desired skin
Advertising that the shower product can make their skin become like their baby’s skin
Women like the gentle smells which are made from the nature
Making the shower products with the natural components of flowers
Conclusion
Recommendation
Women believe that the shower products made in VN is not better than Europe, Japan and Korea although the same brand
Using the European name, components or even the place of factory. So the women will trust more in the quality of shower products.
Write your findings here and the subsequent slides •
Most important expected on Skin & Shower Product of Women: –
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Smooth Skin Gentle Smell Strengthen Skin Feeling softly when touching skin Baby skin Pink-White skin Non brown spots on skin Nourish skin
Thank You
