leveraging longitudinal communities for better, faster and cheaper insights - mdi & yum...

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

Alana Dell

alana.dell@yum.com

Ryan Versfeld

ryanv@mdindaba.com

Leveraging longitudinal

communities for in-the-

moment product insights

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The brief

Profile KFC menu products by consumer & occasion

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In-the-moment insights through mobile communities

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Always with you, always on,

always connected

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However, research needs to adapt to mobile,

rather than mobile adapting to research

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Immediate access to a panel of respondents

Ability to follow up on survey responses with qual tasks

Co-creation of client material and bringing the consumer

voice into the organisation

Taps into existing social networking and IM behaviours

when run via a mobile platform

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…while also respecting the design nuances of

individual OS ecosystems

Reflecting how consumers already use their mobiles…

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Forming a holistic view of the consumer through longitudinal data

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Current research techniques tend to treat the respondent like a one-night stand…

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We rather suggest that brands build a medium-term

relationship with consumers…

Surprise them – keep the

fire / spontaneity alive

Always consider their

perspective

…as a result, gather better research results and build

stronger brand commitment

Ask them how they are feeling & for their opinion

Let them talk… and listen!

Do activities that they are interested in

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But, relationships require

maintenance and upkeep

Consumers need to be regularly engaged to

remain active in a community

Engagement taps into a social benefit, and

many consumers actually start looking

forward to the engagement messages!

Through engagement, we get anecdotal

insights into consumers that provide an

ethnographic context around their

purchase behaviour

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“Friends decided to

have a kfc-study

session…it clearly

went well ;)”

Unsolicited comments…

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Demographic

profiling survey

Qualitative chat

discussion

Consumption diary

Photo qual task

Exploratory qualitative follow-up

Advertising

evaluation survey

Forming a longitudinal view

of the consumer

Week 1: 5 min Week 2: 10 min

Week 3: 2 min

Week 3: 3 min

Week 4: 5 min Week 4: 10 min

Jane Doe case study: challenging market research constraints

37 years old

White

High income

Lives with her

parents

Who is she?

Somerset West, WC

Where does she live? What phone does she use?

Jane Doe’s habitual behaviour in the QSR category is unique, and

warrants closer exploration…

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Jane logged 39 diary entries over a period of one month

1 2 2 1

1

1 3 1 2

2 3 1 2 2

1 1 2 1 1 1

1 1 3 1

2

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30

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1

Take-aways/fast food Supermarket Garage shop

Jane is a heavy category user and her category

behaviour is highly routinised

Number of visits by type of outlet

Most of the time, where she wants to eat is

McDonald’s: 80% of her QSR purchases

are from McDonald’s

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Only two of Jane’s 39 purchases were from KFC

One toasted chicken

and mayo sandwich

with coffee for breakfast

on a Monday morning

Four Colonel burgers

(burger only) on a

Sunday night for herself

and her parents

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A typical day in the life of Jane begins with breakfast at

McDonald’s

Breakfast usually involves coffee, a

McDonald’s McMuffin and chips…

…purchased at the drive-through

on her way to work

…and eaten at her desk while she

catches up on emails on her

laptop

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What does she buy when she visits supermarkets?

Lunch-time

Dinner-time

Jane buys sandwiches and subs from supermarkets for lunch,

with biltong being chosen as a mid-afternoon snack

Mid-afternoon snack

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Favourite payday treat?

Fish and chips

What else have we anecdotally learnt about Jane Doe?

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Favourite sauce with fries?

Spur Pink Sauce

What inspires her?

“My mom. The lady who taught me

how to be a good person. She’s

done everything for me and I

would do anything for her.”

Favourite comfort food?

“Mac & cheese, carbonara, lasagne,

spaghetti bolognaise.... pizza!!!! My

moms tomato stew, pea soup or veggie

soup. You could die happy after eating

a bowl of my moms veggie soup.”

What is she craving right now?

“A deep dish of piping hot lasagne or a

big pork schnitzel covered in creamy

lemon butter. Followed by dessert. Any

dessert. As long as there is ice cream

with it.”

Favourite snack?

Savoury and salty in summer

(especially biltong and chips).

Steaming cup of hot chocolate

in winter

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Delivering value beyond traditional insights

Research not just as a tool for data,

but as engagement for insight and for building relationships with the

brand

Relevanceget to the heart of what matters to people

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Thank you!

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by