thinking back. thinking ahead.

Today is an exciting day at EXPO, based on creative thoughts from our clients and partners; we have just announced the official launch of our “Kitchen Table Conversations.”

What is it? Simply put it's a new user-generated video research service that will give brands the ability to discover the attitudes and insights of real consumers, allowing them to watch behaviors in a context that is naturally occurring (i.e. their home).

A bit of background, at EXPO, we have built a community of self-identified, helpful consumers who use video to share themselves and their product experiences. The Expo community has created approx. 300,000 videos so far and the format is authentic and very social.

Basically we have a panel of consumers with video cameras, who are comfortable filming themselves, uploading and sharing their thoughts. All we have to do is tell them what to film. This is where Kitchen Table Conversations (KTC) comes in.

  KTC allows us to peak inside participants homes to gather insights – “show me, don’t tell me.” We think being able to watch and analyze these videos may illuminate things that traditional focus groups and ethnographies may not. We are able to target a specific group of consumers to create the videos and turn them around in a short amount of time. – The potential is broad - we can segment based on demographics (age, gender) or psychographics (attitudes, values, interests). 

  There are a few ways we can classify the conversations today -   

Exploration – In depth video responses from probing questions.

-          How do you organize your groceries in your refrigerator?

-          Walk us through your liquor cabinet and describe purchasing rationale.

-          Brand perception – what do consumers think about your brand? Or your competitor?

Everyday Uses - Video responses from consumers interacting with specific product and/or product category for several days

-          Demonstrate your morning routine

-          How do you take a photo from your camera and share it with friends and family (connect to PC, download to hard drive, upload to specific service)

-          What are alternative uses of dryer sheets or baking soda?

Concept Testing – Video responses from targeted consumers interacting with products in development

-          Send two potential product packages to a consumer and ask them to give thoughts based on specific questions.

-          What are women looking for in a laptop?

-          Simple (color preference) to more detailed (new concept designs)

Question and Answer – Video responses to a specific question or topic.

-          How will the economy impact your holiday spending? (NRF)

-          What are your perceptions of gift cards?

-          What do you think about the Dominos Controversy?

Our co-founders provide additional insights on their personal blogs –

Daphne Kwon’s Girl Founder

Bill Hildebolt’s Thinking Media

EXPO Official Blog

What do you think?

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