Session #1 - 10:25 – 11:20 am

Immersing Yourself in Fun

Putting fun in context “the moment” it happens. Shopping for gum “the moment” it happens. How can we, as researchers, BE there?

This presentation will discuss two recent qualitative research immersion projects, where a solid relationship with respondents was built over time (as long as 4 weeks) and incentives were used as research tools.

Immersive research is a two-fold operation. A relationship is first built online with the consumer or shopper; they show you what their life is like, who they are, immerse you in their universe. In this case, technologies such as video and photo sharing enabled us to tap into the consumers/shopper’ lives and get to “BE” in the moment with them: Nothing is staged, nothing is based on memory, everything is real.

The result is a video-report that brings the story to life; just like a personal journal, providing you with their most honest reactions and thus providing the best results.

Let’s remind ourselves that the true essence of qualitative research is to “experience one’s consumer and/or shopper first hand” – this presentation will reveal how to build a strong connection with respondents by truly immersing yourself in their life as it naturally unfolds: “The best research I have ever had to truly connect with my consumers” - Robert Cornwall, Senior Trident Brand Manager.

Linda Turner
Marketing Research Manager, Mondelez

Linda Turner is Sr. Marketing Research Manager at Mondelez Canada Inc. for the Gum and Cough portfolio,  which includes the Global Brands Trident and Halls. Mondel?z International is the world's largest chocolatier, biscuit baker and candy maker, and the second-largest maker of gum. 

She is responsible for Consumer Insights & Strategy which encompasses all aspects of brand communication testing, product innovation testing, brand health tracking, product benchmarking, Marketing Mix analysis and pricing and promotion analysis.

She held the same position at Kraft Foods Inc., the predecessor to Mondel?z International, for 4 years in the Natural Cheese Sector, whose brands include Cracker Barrel, Kraft Shredded Cheese and aMOOza! cheese  string.

Linda spent 10 years with SC Johnson and Sons in various roles of increasing responsibility in Customer & Category Insights, including a 2 year term in the UK, and prior to that was with the AC Nielsen Company. She received a Bachelor of Commerce from McMaster University.

Isabelle Landreville, M.Sc.
Senior Partner, Sylvestre Marketing

Isabelle Landreville, M.Sc., Senior Partner at Sylvestre Marketing (SM) was born and raised in Ottawa where she obtained her bachelor’s degree. She then pursued qualitative marketing research at ESCP Europe in Paris.

A qualitative researcher since 1999, she started her career as an ethnographer working across North America and Europe.

She joined Sylvestre Marketing in 2005 where she successfully took on projects spanning from extensive ethnography with Canadian women to better understand their lifestyle, creative assessment in the US with teenagers and young adults to online discussion groups with young male adults on energy drinks. 

Named Senior Partner in 2010, she continues to uncover meaningful insights through contextualization and by engaging respondents where they feel more comfortable to share; often rethinking traditional methods and combining them with emerging tools.