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MindsLab Credential
MindsLab Credential
MindsLab introduction1
FWCapability3CONTENTSTalentswehave4
ResearchModelIntroduction2
MindsLab Introduction
WeareMindsLab
l Mindslabisalocalresearchagencywithglobalviewandrichexperience.
l Mindslabwasbuiltupbytwofounders,CrystalXueandRebeccaZhang,ofwhomwereex-IPSOSresearchdirectors,bothofthemhavemorethen15yearsexperiencesinqualitativeresearchandservedmanyglobalaccountsincludingP&G,Nestle,MJN,Coca-Colaandetc.,localaccountsincludingInfinitus Foxing andetc.
l ThemissionofMindslabistodeliversuperiorexecutionandstrategicthinkingtoclients,notworkingwithclientonprojectsbutmorelikealong-termstrategicpartnertohelpclientsgetusefulandactionableinsights.
Bothofourresearchershaveover15yearsexperienceinresearchindustry
Conductedprojectacrossmostcategories:likebabycare,skincare,haircare,laundry,food,fruitandvegetables,finance,PCC,etc.
2SkillfultoconductvarietycommonresearchmethodologieslikeFGD,IHV,IDI,ethnographicandetc.Followthetrend,constantlyinnovateonresearchmethods,suchasIDO,sceneminingetc.
3
Wearededicatedtodeliversupremequality,customize,preciseservice,focusonclientandindustrydevelopmentprospects.
4
1
MindsLab Key Highlights
Experienceiskey
P&GExperience
Allcategories
Varietytoolkits
AllteammemberwithrichP&Gexperiencecrossdifferencecategories,Gillette,Pampers,Whisper，SkinCareandShopper.
Focus&Dedication 5
MindsLab Specialization
DELICATED
SUPERIOR
• Unique respondents quality control process. Strictly control on recruitment quality. On the basis of 1st and 2nd
screening by general research interviewer, project manager who with rich project experience will take 3rd round screeningto make sure respondents quality.
• Strict QC criteria. Consumer can only attend once of one category within two years in MindsLab.
THOUGHFUL
• Continuous make innovation, provide tailored research plan, constantly develop new research designs and methodologies.
• Make simple and precisely output after deep analysis. Focusing on transformed insights and findings to business opportunities/problems solutions.
• Provide feasible solutions through consumer insight, while also providing long-term strategic cooperation proposal.
• Focus on qualitative research, has a rich experience in FMCG area, familiar with consumers needs and behavior.
• Expert at dig out Chinese consumer insights under international market background, have wide and globalize development views.
Unique Research Model
MindsLab Research Model
Brand Positioning
Product Development U&A Test
（Product/Package etc.）
u Brand Driversu Collage Personification
u Portrait descriptionu 360 degree consumers analysisu Scene digging
uI DOu User Experience Cellular Model
MindsLab Research Model –Brand Positioning Model
CollagePersonifica
tion
Brand Driers
Brand Positioning
Take brand’s functional and emotional attributesas the starting point, determine the actual functional benefits and social attribute that brand can brings to consumer. Meanwhile, excavate the brand emotional attribute and personality, make brand positioning and target segmentation.
A picture more than thousands words. Describing picture can help consumers tell a story to get more externalizes ideas, accurate understanding and needs through the description.
MindsLab Research Model –Product Development Modelu From technology to product 3 steps Identify Develop Optimize
Technique ProductsI D OIdentify Develop Optimize
Identify whether this technology have business potential and prospects. Identify what exactly prospect is and what needs can be satisfied.
Evaluate the opportunity of different product ideas/concepts, select optimal component.
Research department starting Optimize the product, packaging, create selling point, channel and finalizing before product official launch. Based
MindsLab Research Model –U&A Understanding Model
360 DegreeConsumer Analysis
Scene digging
Portrait description
u Start from understand consumer, accurately know their usage and attitude toward product.
u Deep understanding consumer’s emotional and functional benefit requirement and discover unmet needs.
u according to brand features, understand consumer’s expectations, to explore the industry prospective development trends.
u By understand and observe portrait description by consumers, dig its functional and emotional needs, help to find target consumers character accurately.
u Scene is a product, make brand = story, culture and sentiment; arouse people's resonance and become the driver of experience; meanwhile, temperature and potential energy may make people willing to participate in and get close.
u Mindslab is good at in the scene research, access to consumers real life to get their real story and get inspired.
MindsLab Research Model –Test Research Model
u Besides conduct traditional likeness, engagement, credibility etc., parts in test research，MindsLab also use User Experience Cellular Model to understand tested products/concept feasibility.
User Experience Cellular Model
Useful
Value
Trust
Searchable
Available Expect
Reachable
Productisuseful,eachfunctionsareuseful.
Productcomponentsshouldmeetusersemotionalexperienceneeds,forexample,figure,brandandimageareallhaveitsuniquevalue.
Smoothusageexperience,informationcanprovidetoallusers.Giveenoughsupportduringusageexperience.
Usercantrustonproductcomponents,needtodesignaverytrustablecomponentoftheproduct.
Abletoprovidegoodnavigationandlocationcomponent,makeuserfastfindinformationandclearself-locationincasegetlost.
Provideacorevaluetousersandgivesevaluationoneachexperiencearoundthiscorevalue.
Producthavestablerunningsystem,givequickresponseandfeedbacktousers.Guideuserhowtousetheproduct.\
FW Capability
PowerfulExecutionNetworkAllOverChina
v Thepowerfulexecutionnetworkabletocovermorethan300citiesalloverchina
v StandardexecutionprocessmakesureeverycityinChinafollowthesamestandard.Adjustaccordinglytoeverydifferentproject.
v Establishacompletequalitycontrolsystem,ensuretheprojectqualitywhileitneedtobeconductedinmultiplecities
Central ChinaSouthwest
China
North-WestChina
NortheastChina
EastChina
SouthChina
NorthChina
FacilityinSH
FGD Room Observation Room
FacilityinBJ
接待室Reception Room
访谈室 Interview Room 监控室Monitoring Room
FGD Room Observation Room
Authenticatedqualitycontrolstandard process
Blacklist
Sharedwith20well-knowncompaniesintheindustry
Supremequalityisourcontinuous
pursue
Projectdesign
Earlystagepreparation
Respondentsrecruiting
Fieldworkexecution
Analyzingandreportwriting
KeyPoint：TheinternaltrainingconductedbyProjectmanagertoensuretheaccuracyofmessagedelivering
Keypoint：• The project launch meeting is a must for
every members that involved in theproject.
• The purpose of the meeting is to letevery member clearly know about theproject objective, project design, timeline, project budget and theirresponsibilities in the project
Researchertraining
Executiontraining
ShopVisit：• Through visiting the representative shop and
supermarket of the city get better understandingof the market situation, competitive brand andtheir performance in the market
Establishdetailedprojectplan
Finalizedteammembers
ProjectLaunchmeeting
Internaltraining
QualitycontroltrainingOtherpreparations
OurQualityControl- 1
Project design
Early stage preparation
Respondents recruiting
Filed work execution
Analyzing and report writing
Clarify recruiting criteria
Key point：Secure the quality and quantityof respondents is the key toproject success. We make sureour project manager brief to theexecution team in person toensure the accuracy of recruitingcriteria. Back-up respondents areprepared for each group
Respondents recruiting
Key point：Multiple source of respondents, secure the smooth processBase on the characteristic of different projects, source from multiple channels like sample pool, expert pool, respondents referral. Liaison referral, online
Choose sample
2nd time screening
3rd time screening
Invitation sent
Key point：After three times screeningby our research staff, we makesure the respondent iscompletely suitable for ourqualitative interviewrequirements
Confirm attendance
OurQualityControl- 2
1st screening
2ndscreening
3rdscreening
• Operator：Executionstaff• Purpose：screenouttherightrespondentsfromthelistof
candidates
• Operator：Qualitycontrolstaff• Purpose：conductphonecallscreeningonevery
respondent,makesuretheyare100%qualified
• Operator：Researcher• Purpose：The3rd timescreeningfromtheperspectiveof
qualitativeresearch,makesurethenatureofrespondentsfitfortheresearchstudy.
1. Throughtheformofquestions,observewhetherrespondenthavetheirownopiniontowardsspecificcategories.Observewhethertheyarearticulate,fullofimaginationandcreativeenoughtoofferalotinformationandopinionstoclientside
2. Understandrespondents'basicopinionstowardsspecificcategory.Makesureallrespondentcovervarietyofopinion,andtherepresentativeofsample
OurQualityControl- 3
QualityControlMap
ModeratorResearcher Execution Qualitycontrol
Designofscreener/DGToplineandreport
Screener/DGmoderationReportwriting
Onthespotqualitycontrol,executioncontrol
Doublecheckonqualitycontrol
Projectdirector
ProjectManager
Projectdesign,finalizedthescreeneranddiscussionguide.Communicationwithclient,doublecheckondiscussionguideandfinalreport,overallqualitycontrol
Projectdesign,projectmanagement(processandqualitycontrol),clientsidecommunication,screeneranddiscussionguidedesign,toplineandreportwriting
Client Projectmanagement、Currentuserpool、Flowcontrol,communicationandcoordination,Internalreport.
Projectconsultant
Provide profession support to project
U-PathWorkingFlow
Decision making
Research purpose
Data
Suggestions
End result
ResultWhatdataandinformationdoweneedtoanswerthisquestion
Theresultoftheresearch
Factsresults
Suggestedsolutions
Whatproblemcanwesolvethroughtheresearch
FollowupCommunicationAnalyzeExecutionPlan
TALENTS WE HAVE
Vitality,personality,intelligence,meticulousteam
Crystal Xue
MindsLab FounderQualitative Research Director
Rebecca Zhang
Erica Huang
Senior Research Manager
Iris LuoAssistant Research Manager
Miranda LiAssistant Research Manager
Bella ZhangSenior Research Executive
MindsLab FounderQualitative Research Director
Boni LiuSenior Research Manager
Experience:Ü 13+yearsresearchexperienceinbothagenciesandresearchin-house.Beforejoined
inIpsos in2008,sheworkedinÜ 2yearsinHorizonResearchand3yearsinSynovateinbothqualitativeandquantitative
studies.Ü 4yearsatclientsides,2yearsinCadburyand2yearsinPhilipMorris,abundantexperiences
inanalyzingconsumerthoughtswithsharp&succinctdirection,abstractingthebusinessimplicationsfromconsumerinsights.
Expertise:Ü Crystal'squalitativeexperiencecoverstheentirerangeofqualitativeexpertiseareas
fromfocusgroupsandin-depthinterviews,toethnographyandonlinesolutions,semioticsandculturalanalysis. Theexpertiseincludes:
Ø Ideageneration/BrandEquity&property
Ø Evaluationfornewproductideas/advertisingcreativedevelopment
Ø Exploratoryresearchtounderstandconsumerneedsandmarketgaps
Ø Concept&producttests/NameTest/Advertisingpre&post-tests
Ø Shopperresearch
Ü Crystalconducts400FGDsperyear.HerservedaccountsareP&G,Nestle,Mars,Jahwa,PVM,Daphneshoes andCerebos.Shehasgoodreputationonsincere&agilemoderation,strongmarketingscene,sharpinsightsexploration,seamlesssolutionandcommitmentattitude.
Ü CrystalhasbeentrainedbyUSfortwicein2010and2011.SheisamemberoftheGlobalInnovationsTeam,appointedin2012.Herglobalexperienceensuretheprojectisattheforefrontofnewinnovationsdevelopedlocallyandglobally.
Academic:Ü MasterdegreeonPsychology,BeijingNormalUniversity
Crystal Xue –Qualitative Executive Director
Email: [email protected]: + 86 13910651967
Rebecca Zhang –Qualitative Executive Director
Experience:• Over15yearsexperienceinresearchfieldandcoveringbothQualiandQuanti
areaswithmorefocusingonqualitativeresearch
• BeingtheResearchDirectorinIpsos for5years,beforethat,sheworkedforACNielsenandOpinionResearchas thekey moderator
• Gainsawiderangeofexposuretodifferenttypesofresearch:consumerunderstanding(U&Astudy),brandingandcommunication,advertisingtest,conceptpositioningtest,Ideation,marketentrystudy,newproductdevelopment,andcustomersatisfactionetc.
Expertise:• Richexperienceindifferentindustries,suchaspersonalcare,babycategory,
electricalappliance,e-commerce,foodandbeverageetc.
• TheclientssheworkedforareP&G,Jahwa,NIVEA,Kraft,Coca-Cola,Guangming Diary,HSBC,Mckinsey,Wyeth,Philips,Hitachiandetc.RichexperienceinFMCGcategory,andalsoknowledgeableforsomeupdatecategory,likee-commerceandO2Oetc.
• RebeccaisaqualifiedmoderatoraccreditedbyP&G
Email: [email protected]: 186-2180-2671
Email: [email protected]
MarketResearchExperience§ 7yearsqualitativeexperience§ WorkedwithclientssuchasP&G,Nestle,Mars,BabyTree,Jiahwa,Infinite,
Marlboro§ Richexperienceontraditionaltype(e.g.U&Astudy,concept/advertising/
producttest,brandequity)andnew-agehi-techmethodologies(shopperstudy,Ethnographic,ideationworkshopetc.)
§ Conducted2000+FGDsandIDI,IHVWorkExperience
§ WorkedforIpsos andNielsenIndustrialexperience
§ WorkwithFMCGcompanieslikeP&G,Mars,Jiahwa,Nestle,Coke-Cola,Marlboro
§ WorkwithBankslikePingan trustfound,CMB§ WorkwithRealestatecompanieslikeHuarun,ParkviewGreen
Academic§ MasterdegreeinCorporateStrategyandGovernancefromUniversityof
Nottingham,UK§ BachelordegreeinInternationalBusinessfromESCRennesSchoolof
Business,France§ BachelordegreeinBusinessofAdministrationfromCentralUniversityof
FinanceandEconomics,ChinaSheisfluentinEnglish,Mandarin.
Boni Liu –Senior Research Manager
Erica Huang –Senior Research Manager
Experience:§ 6+yearsresearchexperienceinmarketingresearch,focusingonqualitative
research
Expertise:§ Themoderatingstyleisnature,friendlyandpatient,motivating
respondentstoopenup§ .Theexpertiseincludes:
ü U&A,branddevelopment,producttesting,creativeadvertisingdevelopment,lifestyleresearch,etc.
ü Industryexperience:cosmeticsandskincare,householduseproducts,consumerelectronics,media,automobile,etc.
ü ShehasgoodmoderationskillsofFGD,shopalong,IHV,1on1.Hermoderationstyleisnature,flexibleandeasygoing.
ü Richexperienceincoordinatingglobalprojects.ü TheclientsincludeShiseido,Johnson&Johnson,BMW,Honda,Wilo,
HachetteMediaGroup,Canon,etc.
Academic:• BachelordegreeonDiplomacy,ChinaForeignAffairsUniversity
Email:[email protected]
Iris Luo –Assistant Research Manager
ExperienceØ More than 4 years experience in market research industry
Ø Worked in IPSOS for 3 years as project manager and senior research executive
Ø Co-moderate with experienced moderators in different types of projects
ExpertiseØ Excellent communication and coordination skills, with rich experience in project
management, especially in complex projectØ Clients she worked with including P&G, Johnson & Johnson, Nestle, DANONE,
Mars, Liby, etc.Ø Focus in FMCG industry but also familiar with food and beverage, Pets, Medicine,
etc. and specialized in:- Analysis and reporting- Translate consumer insights into business solutions
EducationbackgroundØ Bachelor degree of University of International Business and Economics – Business
administrationØ Master degree of NEOMA Business School in France – Marketing and finance
Email: [email protected]
Experience• Over4yearsmarketingresearchexperience• Servedawiderangeofglobalanddomesticclients,includingP&G,Nestle,
L'Oreal,Jahwa,Liby BCGandMckinseyetc.• Superviseexecutionteamtoensureefficiencyandqualityofeveryqualitative
research• SpecializeininterpretingChineseconsumerbehaviorintoaglobalcontext
Expertise:• Richprojectmanagementandmoderatingexperience• Experienceasaqualitativeresearcherandmoderatorspansawidespectrumon
differentcategorybutwithastrongemphasisonFMCGproducts• Specializedin：
– Brandpositioning/ADtesting/segmentation– Consumerbehaviorstudy (U&A)/Newproductlaunchandidea
development
EducationBackground• MasterdegreeofUniversityofLeeds– Internationalmarketingmanagement
Email: [email protected]
Miranda Li –Assistant Research Manager
Bella Zhang –Senior research executive
Experience• 3yearsQualitativeResearchexperiencewithhighlymarketingsenseandgood
communicationskills.• ConductedlotsofFGDs,IHV,IDI,SocialSpaceResearchforinternationalFMCG
brandsincludingP&G,Nestle,Malboro,TetraPakandMetlife etc.• Accumulatedrichexperiencefromavarietyofqualitativeprojectsacrossmany
FMCGcategoriessuchasskincare,haircareandbabycareetc.
Expertise:• Familiarwithdifferentresearchtypes,includingconsumerunderstanding,U&A,
concepttestandproducttest(R&D),brandpositioningandsegmentationetc.• Possessedhighmarketingsenseandgoodcommunicationskills
EducationBackground• BachelordegreeinAdvertisingandMarketingCommunication– Universityof
Bedfordshire,UK.• MasterdegreeinStrategicMarketingandConsulting– TheUniversityof
BirminghamBusinessSchool,UK.
Email: [email protected]
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