6peoplelikethis
A research game that uncovers real attitudes – where conventional market research fails.
The Problem
Most product innovations flop. Especially in the food and beverage sector. The challenge of conducting research for a product that doesn't yet exist is difficult enough. For an anti-hangover drink, it's almost impossible.
Because people evaluate alcohol consumption and its negative consequences differently when they're drinking than when they're sober or sobering up. To put the research dilemma simply: statements like "I'm never drinking again" are just as unreliable as whatever people say when they're drunk.
The Idea
To overcome this shortcoming, we had to do nothing less than revolutionise product-related consumer research. We developed a research design based on a card game that eliminates the negative effects of the most common research methods.
By creating a game situation and using certain game patterns, we managed to uncover a wealth of valuable stories from which we could extract attitudes, mentalities, concepts and coping strategies for the various social and health aspects of alcohol consumption – cluster them and put them to strategic use.
How the Game Works
From distributing story building blocks through collecting and storytelling rounds to mutual evaluation – twelve steps that turn a card game into a research instrument.
The Game Sessions
In the sessions, participants told stories they had assembled from the card building blocks – revealing more about their real attitudes towards alcohol, hangovers and coping strategies than any focus group could ever deliver.
The Outcome
Dr. HO, the product idea for an anti-hangover drink, became the world's first Regenerativum: Kreutzbergs.
My Contribution
Conception of the research design, development of the card game, execution and analysis at 6peoplelikethis.