Le boudoir

1. 1
BOUDOIR

2. 1. What the Boudoir is
2. When to use the Boudoir
3. Examples & Charming illustration
4. More reasons to use Boudoir
2
Agenda

3. 3
What the Boudoir is

4. 4
The Boudoir is…
A soft ethnography based on Facebook or
Vkontakte
A private & confidential event to gather a sur-
mesure audience
A participative observatory for brands &
consumers to interact
A special bonding comms. Tool to inspire
original media strategies

5. 5
Case study
The Boudoir for
 150 pages of verbatim providing
deep authentic insight into audience
 Near 60 pictures posted of women’s
cosmetics products
 A perception of how women feel
about and behave when it comes to
beauty, face care and make-up
 The incredible creation of a true
community feeling

6. •Kick off with clients to
compose the guide backbone
•Regular calls with the client
•Participation of the client as a
hidden member
Before & During the
Boudoir
•Analysis of the confidences
book, drawing perspectives
with major socio-trends
•Brainstorms sessions
After the Boudoir
management
•Creation of report
•media or product
implementation of insights
After the Boudoir
book analysis
6
The Boudoir is the collaborative project

7. •Kick off with clients to
compose the guide backbone
•Regular calls with the client
•Participation of the client as a
hidden member
Before & During the
Boudoir
•Analysis of the confidences
book, drawing perspectives
with major socio-trends
•Brainstorms sessions
After the Boudoir
management
•Creation of report
•media or product
implementation of insights
After the Boudoir
book analysis
7
The Boudoir is the collaborative project
Data analysis Insights search

8. •Kick off with clients to
compose the guide backbone
•Regular calls with the client
•Participation of the client as a
hidden member
Before & During the
Boudoir
•Analysis of the confidences
book, drawing perspectives
with major socio-trends
•Brainstorms sessions
After the Boudoir
management
•Creation of report
•Media or product
implementation of insights
After the Boudoir
book analysis
8
The Boudoir is the collaborative project

9. When to use the Boudoir9

10. No need for them to connect to another platform with another password to
remember. It does not add another chore in their hectic day, it’s a breath.
The Boudoir meets the conditions of sincerity, secret & confidence. It enters people’s
life without disturbing it.
…a soft
ethnography
…to gather a
sur-measure
audience
…to ignite
complicity
…to raise
original
insights
10
Use the Boudoir when you need…

11. 11
No restriction of topics or
audiences
From f ood to ca rs , f rom pe t s to be a ut y
From ge n c to se ni ors ,
From girls to me n
The boudoi r rel i es on the ga t he ring powe r of
inte re sts , wha tever they a re, whoever they connect

12. 12
Examples &
Charming illustration

13. T h e c a f e
C o n f i d e n c e sT h e k i t c h e n
T h e p e t h o u s eT h e c o u c h
T h e b e a u t y
b o u d o i r
T h e c o l a n d e r
The Boudoir was used for different clients

14. T a l k s A b o u tT h e B e e r T a l k s
The Boudoir was also used for local clients
B e a u t y T a l k s &
B e a u t y B o u d o i r
C h e e s e t a l k s

15. 15
Local Case study
The Boudoir for
 It helped to understand how youth versed in beer
 Divided youth on segments based on Boudoir,
each segment was explored
 Understood how we have to speak with young
people
 Got a lot of insights, which helped us to create
new ideas
 Tested ideas on participants
DAY 1 Loyalty DAY 2 Interests DAY 3 Switching DAY 4 Attitude to
category
DAY 5 Consumption DAY 6
Recommendations
DAY 7 Advertising
Who: 30 young people at age 18-30
Where: private group
BeerTalks in
Period: 1 week
Target: deep dive in psychology
of Youth by online interview
7topicduring7days

16. 17
More reasons to use Boudoir

17. 18
More ways to use the Boudoir
- To test creative ideas - as a crash test
• Used for SCA
- As the catalyst of learning and inspiration for you and your
partners ie creative agencies, PR, In store marketing
• Can be used for any discussions
- To evaluate Touchpoints in light qualitative way
• 3 Boudoirs in Benelux region
- To better understand your TA
• 9 Millennials Boudoirs all over the world

18. No need for people to change their routing and go
somewhere  no room is needed
Higher number of respondents  possibility to get shares
and trends understanding
No opinion leader in the group  everyone has equal
opportunity to speak their mind and comment
The schedule is flexible and responders have more time to 
more thought through answers
19
Boudoir vs traditional Focus group

19. 20
A flexible 4 weeks indicative timeline
Week 1
- Recruitment
- Profile creation
- Animation guide
Week 2
- Community
management
- Daily reporting
Week 3
Global analysis
Week 4
Look & feel twist
of final report

20. 22
The Boudoir
isnotthetranspositionofofflineclassical
focusgroups
Itisaflexiblespaceofconfidencetoignite
sincere conversationsandtestyourgreat
ideas
Itisasourceofinspirationandguidelineto
makemediacloser toyouraudience

21. 23
Formoredetails,please,contactZenithOptimediaUkraine
Daria.Malikhatko@zenithoptimedia.com.ua
T:+38(044)4929980