Subtitled 'Matrix', the study explores how secondary-city men in Asia's two largest markets are washing and shaving. Utilising an applied research methodology that aims to connect with consumers on their own terms, Ogilvy RedCard planning director Andy Wilson said the agency believes that the Secret Lives model is a groundbreaking one.
"Listening to the consumers is a mantra, but current research models just pay lip service," explained Wilson. "What Secret Lives is saying is we will listen properly and research consumers in their own lifestyle and habitat, and talk about what they want to talk about."
Marking a departure from traditional focus group methodologies, Secret Lives recruits consumers in pairs -- on the basis that this will create a more casual atmosphere. Subjects are then accompanied throughout the day by researchers, regardless of their location. Sporadic conversations will be generated, before casual discussions take place at the end of the day, which are captured on video.
"Wherever the respondent goes, we will go," explains Wilson. "This has included clubbing and going to the beach. Then we have a final editorial video, that tells a story to clients."
This latest research follows Ogilvy's fourth Secret Lives, which was conducted for Nike in the Philippines, Thailand, Malaysia and Indonesia. That study ex-plored the "dynamics of cool" by researching cultural artists and DJs.
