Exploring the World of Water: Fusing Contemporary Research Methods

Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general.

Exploring the World of Water: Fusing Contemporary Research Methods

Tom De Ruyck

Annelies Verhaeghe

Michel Rogeaux

The world is in constant evolution… Consumer behavior is evolving rapidly …

But are our methods, techniques, research designs and skills evolving accordingly?


Response rates in traditional research projects are in decline, as well as the good image of our work among research participants. As an answer to this trend, the market research industry wishes to move from 'transactional' to more 'relational' types of research. Researchers need to (re)bond companies with consumers (our participants) through more 'connected'...

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