How to Leverage Mobile Video to Gain a 360-view of the Shopper Journey
Sterling JacksonResearch Manager, Americas Shopper Insights
John WilliamsonCEO & Founder
Presented by:
Business Impact: It’s Why Do We Do What We Do…
With the onset of the digital information age,came the evolution of the shopper journey
Shopper Journey (1990) Shopper Journey (2012)
Explosion Of Media & Information
More information ironically increases consumers’ power to ignore…
Explosion Of Product Choice Too many choices cause overload stress and uncertainty
A Shopping Reality: TOO MANY Choices!
Mobile
Mobile Tablet
Tablet
Store
Web
SHOP
PURCHASE TRIGGERS
Store
Store
Web
Web
Product Accessories
Mobile
Mobile
CHOOSE
Product
BUY
SHOPPERPROFILES
REFLECT
FMOTFirst Moment of Truth
“Will I decide to buy you?”
ZMOT“What made me aware of you?”
“How do I get educated about you?
SMOTSecond Moment of Truth
“Was I satisfied enough to buy you again?”
EDUCATESETUP &INSTALL
REGISTER
USE SHARE
POST-PURCHASESUPPORT
DISPOSALIDENTIFY NEED
AWARENESSRESEARCH
PURCHASEDECISION
BUY
Consumers & Small Business
Region Focus with Account-Specific Expertise
Who?
What?
Where?
Category 1 Category 2 Category 3
Americas
Europe Asia
Account-specific Execution Insights
Hindsight
Insight
Foresight
QualitativeFocus groupsShopalongsShopper LabEye-trackingVirtual Store researchDiaries1:1/Dyads/TriadsIn-store Observations
QuantitativeControlled In-Market TestingVirtual Store ResearchOmnibus Communispace PanelsConcept TestsMarket Basket AnalysisSecondary research
WHAT WE DO…Path to Purchase Insights for Strategy & PlanningTouchpoint Best PracticesConsultants for retailers on shopper insightsShopper ProfilingDigital/Social/Mobile InsightsPackaging InsightsCategory Management InsightsInsights for Sales & Marketing InnovationsPre-launch POS TestingPost-launch Merchandising Evaluations
HOW WE DO IT…
Retail & Online Shopper Insights with Category Focus
Category 4
Scope: Shopper Insights Function
Consumer/SMB
Region Focus with Account-Specific Expertise
Who?
What?
Where?
Category 1 Category 2 Category 3
Americas
EMEA APJ
Account-specific Execution Insights
Hindsight
Insight
Foresight
QualitativeFocus groupsShopalongsShopper LabEye-trackingVirtual Store researchDiaries1:1/Dyads/TriadsIn-store Observations
QuantitativeControlled In-Market TestingVirtual Store ResearchOmnibus Communispace PanelsConcept TestsMarket Basket AnalysisSecondary research
WHAT WE DO…Path to Purchase Insights for Strategy & PlanningTouchpoint Best PracticesConsultants for retailers on shopper insightsShopper ProfilingDigital/Social/Mobile InsightsPackaging InsightsCategory Management InsightsInsights for Sales & Marketing InnovationsPre-launch POS TestingPost-launch Merchandising Evaluations
HOW WE DO IT…
Retail & Online Shopper Insights with Category Focus
Category 4
MOBILE RESEARCH GETS REAL:A 360 Degree View Of The Shopper Journey
Awareness
Consideration
Purchasing
Initial Experience
Re-Purchase or Churn
Recommend or Criticize
Mobile Qualitative Research: Context through Entire Lifecycle
Digital Promise: Truth in Shopper Insights
Candid
Spontaneous
Right Setting
No Peer Pressure
Reporting: Combining Insights + Voice of the Consumer
Client Collaboration: Critical to Research Success
Define Collect Co-createAnalyze Results
Wrap-Up:Considerations inShopper Insights Research
Clarity of Business Objectives
Level of Business Risk
Mobile Option for Impact
Sterling JacksonResearch Manager, Americas Shopper Insights [email protected]
John WilliamsonCEO & [email protected]
Thank You! Questions?
