DAY-IN-THE-LIFE-OF

Tracking the consumers media itinerary and finding consumer media insights

Goal: Excellent understanding and insight into how his targets consume and relate to
media

DILO (A Day In the Life Of)

A media planning tool that enables the media planner to walk in the consumers
shoes and thereby gain unique insights into his daily life and interaction with
media
A media planning tool that provides a deeper understanding of consumer behavior
and the opportunities for formulating effective media strategies

Methodology
1. Define target consumers based on
Core demographic groups
Product usage (users v non-users)
Geographic location
2. Recruit representative consumers/ respondents
3. Carry out the in-depth interview
Venue: preferably in the consumers natural habitat (in-home visit, place
of work/business, point of purchase/shopping/ leisure, while traveling/
mobile/on the road)
4. Provide respondents with diaries
Respondents to record their daily activities into diaries on an hourly basis
giving special attention to media consumption
5. Data needed
Daily activities (weekday and weekend)
Time spent on each activity (start and end time)
Location (home, school, work, restaurant, etc)
Who with (family, friends, co-workers, etc)
If in transit, method of transportation
6) End result
Deeper understanding of the brands target consumers
Identification of consumer-centric communication strategies
More sharply tuned media plans based on real lives

Research Day: November 17, 2016

Conduct DILO study following guidelines below.

1. Identify and select respondents who represent the target consumers (one
respondent per group member).

Target market: Females, aged 18 to 25 from BC income homes, current users,

non-users or lapsed users of whitening products
 2. Conduct the interview/discussions with respondents. The group may opt to have
the discussion with group of respondents or individually per respondent.
3. Take down observations/insights.
4. Gather data among group members and consolidate findings.
5. Prepare and bring to class a summary report indicating (a) name and profile of
each respondent, (b) summary or DILO chart of daily activities and media
exposure.

For demographic profiling, the group may use the form below. The group may however,
devise its own form and include other information it sees necessary or interesting.

For the diary, the group may use the format below. The group may however devise its
own format which it may find more convenient and easier to read.
For the interview with the respondents, the following are some suggested questions. The
group may however add more questions for more information or delete questions it may
find unnecessary.

1. Do you read any publication?

2. What publications do you read?
3. How often do you read these publicatios?
4. Where do you get copies of these publications?
5. Do you watch TV?
6. When do you watch TV
7. What are your favorite programs?
8. What programs will you never miss?
9. Do you listen to radio?
10. When do you listen to radio?
11. What are your favorite stations? programs?
12. How often do you go out of your home?
13. Which routes do you take?
14. Do you notice billboards or other signages along the street when you travel outside
your home?
15. Which billboards or signages do you remember most?
16. Do you access the internet?
17. Where do you access the internet?
18. How much time do you spend on the internet?
19. What are your favorite internet activities?
20. What are your favorite websites?
21. What are your hobbies? special interests?
22. Do you go out a lot? with whom?
23. How do you spend your weekdays? weekends?
24. What do you think about your life right now?
25. How do you see the future?
26. Are you dark? Or fair?
27. Do you think that color/complexion discrimination exists and that you have been
missing a lot of opportunities because of it?
28. Are you using a whitening product? Why or why not?
29. If not, are you interested in using a whitening product? Why or why not?
30. Do you have a motto in life?