Download - March, 2008 Presented by Mark Berry CMAG
© Synovate 2008
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Converging Influences Impacting Supplier Innovation…
How Technology is Advancing the Art and Science of
Customer Panels
March, 2008Presented by Mark BerryCMAG
© Synovate 2008
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Influences Impacting Supplier Innovation & Technology Development
ConvergingInfluences An Industry
Questioning the Basics
What Clients Need
Strategic Collapse of the
Middle
What Large Suppliers Have Focused on…
Respondent Engagement
The Pace of Change in Marketing
© Synovate 2008
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Low Cost/Speed
Specialization/Focus
When the strategic middle collapses value migrates to the extremes. Companies are rewarded for focus and specialization on the one end and low costs and efficiency on the other…Companies most at risk are those
caught in the middle…
The Strategic Collapse of the MiddleValue Migrates to the Extremes
Client & Client & Shareholder Shareholder
ValueValue
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What Have Large Players Been Focusing On?
• Acquisitions
• Global Integration
• Operational Efficiencies
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An Industry Questioning the Basics…
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Burke Panel Quality R&D (35%)
Number of Online Surveys Taken In Past 30 Days – Percent Claiming 10 or More Online Surveys
Source: Burke R&D, 2006 & 2007
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• Claimed product usage- Blood Glucose Monitors – 13%- Pet Health Insurance – 7.8%- Both – 2.5%
• 13% took the survey in 12 minutes or less
• Failure rate of the “select 2” test was 21%
Incidence of undesirables was 14%
Burke Panel Quality R&D
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How Did We Get Here? Change…
• Tremendous amount of validation done inthe beginning…
• Changes from 5 years ago– Mass recruiting– Consumers expect to be rewarded!– The advent of incentives– Lots of companies doing it– Financial pressures– Clients have changed too– Little done after initial few
years of validation
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Industry Initiatives
• ARF On-line Research Quality Council (ORQC)
• CASRO
• ESOMAR
• ISO 20252 Standards
• Endless Other Conferences
• Client Validations
*ISO – International Organization for Standards*CASRO – Council for American Survey Research Organizations
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On-line Research Quality Council (ORQC)
• Client Advisory Board
– Shell – P&G
– Allstate – ESPN
– Pfizer – Coca-Cola
– Capitol One – Bank of America
– CitiBrands – Kraft
• Council Steering Committee
– TNS – Harris Interactive
– Synovate – comScore
– IPSOS – The ARF
– NPD
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Optimus™ is a filtering system for market research that uses new patent-pending technology to digitally fingerprint and manage respondents.
Operating System for the Panel Industry?
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Influences Impacting Supplier Innovation & Technology Development
ConvergingInfluences An Industry
Questioning the Basics
What Clients Need
Strategic Collapse of the
Middle
What Large Suppliers Have Focused on…
Respondent Engagement
The Pace of Change in Marketing
© Synovate 2008
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‘70s DirectMail
Surveys
‘80s Mall
Surveys
‘50s Personal
Interviews
‘60s TelephoneInterviews
‘00s Online
Surveys
Future of Data Collection – Respondent Engagement
‘90sAutomated
Phone Interviews
© Synovate 2008
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Respondent Engagement Will Be Crucial
We will shift away from using traditional data collection methodologies in isolation and provide respondents with options for engagement that suite their requirements and individual environments.
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What Clients Need…
ClientValue
Marketing EfficiencyLow Impact High Impact
- Episodic- Routine- Commoditized- Componentized
To grow profits the market research industry will be challenged tomigrate its core assets to the high impact/high efficiency space…
DataEconomics
DataEconomics
InformationTransfer
InformationTransfer
- Ongoing- Integrated- Strategic at many levels- Includes performance measurement
Faster, better decisions!
© Synovate 2008
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The Dramatic Changes in Marketing Will Drive Innovation & Technology in Research…
• TV
• Phone
• Traditional Internet
• Mobile
• Instant Messaging
• Social Networks
• Location Based
• Etc.
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Proprietary Panels – Present & Future
1. Using Standard Interactive Panel Conventions
2. Panels Reinvented
3. The Future – Integrated “Research & Marketing Performance” Systems
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Why Should Panels be Reinvented?
Consumers…• Are harder to reach
• Changing faster
• Are increasingly situational
• Demanding more
• Moving to different communicaiton, socialization & advertising platforms
Clients Want…• Answers faster - globally
• Integration with other data sources
• Unique insights
• To innovate more & faster
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Successful consumer-driven innovations and breakthrough insights rarely come in the form of “the big idea”…
Rather, they come by driving a constant and incremental improvement in understanding of what creates value for the consumer
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The Premise…
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A proprietary system for flexible, continuous and immediate consumer interactions – primarily qualitative
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IMMEDIATE RESPONSEMMS/SMS SURVEYS & TASKS
DIGITAL ETHNOGRAPHYIN-HOME WEBCAM INTERVIEWS
QUICK QUALONLINE FOCUS GROUPS
QUICK DECISIONSONLINE SURVEYS AND TESTS
GIANT FOCUS GROUPSMODERATED BULLETIN BOARD DISCUSSIONS
GETTING DEEPERCREATIVE & INSIGHT WORKSHOPS
TRACKINGDIARIES, PROCESS & MARKET TRACKING
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PROJECTPROCESS
Research should be dynamic,changing along with consumers
QUESTIONSCONVERSATIONS
You need a true dialougue over time in order to gain insight and understanding.
FIXEDFLEXIBLE
Let your insight needs decide methodology. Speed, flexibility, cost efficiency, borderless
and time-saving.
FROM TO
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What’s the effect of innovation and new features in driving category interest?
How do our customers talk
about our brands with
friends?
How involved are people with
our products over time?
Can I truly involve consumers in the innovation
process as co-creators?
What can I learn from the core
customers of my competitiors?
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Information & Research From Three Directions
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ConsumerPeer-to-peer
(Word-of-mouth)
Consumer
Initiated by you (Research)
You
Consumer-Initiated(Feedback, ideas,
market intelligence)
Consumer insight
Early warning on trends and competitors
Voice of the consumer in Innovation
Word-of-mouth
Testlab
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A Wide Range of Research Objectives and Business Applications Can Be Addressed
Product usageNeeds and benefits
Product usageNeeds and benefits
Productdevelopment
Category driversPreferences and decisions
Category driversPreferences and decisions
CommunicationPerception and position
CommunicationPerception and position
Unmet needsUnsolved problems and
new opportunities
Unmet needsUnsolved problems and
new opportunities
Marketing Retail
Market making
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Benefits of Proprietary Interactive Panels
• To Clients: Truly global: Set up panel anywhere anytime and bring them all together at
your desktop
Fast and flexible…no methodological limitations.
Cost effective: Less expensive than doing large-scale work
Always on
Current…guarantees fresh insight at all times
You can get closer by visiting consumers in their home or talking to them as decisions are made
• To Respondents Participate on their own terms, own time, from home – in a fun way
A sense of actually being listened to, being important
Get feedback on results
Rewards and incentives26
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Three Kinds of Proprietary Panels
1. Using Standard Interactive Panel Conventions
2. Panels Reinvented
3. The Future – Integrated “Marketing Performance Systems”
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Retail Shopping Experience & Loyalty
What People BuyAll-Channel
Purchasing
Shopper Experience
Customer Experience
ConsumerConnection
“Optimized” Industry Panel for Custom Research
Proprietary IndustryPlatform Components
Manufacturer “Product” Experience
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Shift from Claimed to Actual Usage or Purchasing Behavior
Loyalty cards
Memory cards
Smart cards
Embedded payment technology in phones
Etc.
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Today, Most Companies Are Ill-equipped to Transform Customer Data into a Consistent Consumer Profile…
Purchasing/VolumeAnalysis
AttitudinalSegmentation
Customer or ProductSatisfaction
Touch Point Experience
AdvertisingOptimization
GeodemographicSegmentation
BrandEquity
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What’s Required?An On-going, Integrated Platform That Delivers:
What consumers thinkTheir defining values & needs How they behaveHow to reach themHow you are performing
against them
Behave &React
Think & Experience
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Attitudinal – Behavioral Segmentation Platform
-Category Product Usage-Shopping Styles-Experience/Loyalty
Attitudes(Survey Execution)
How Might This Work?Creation of a Digital Consumer Nerve Center
CustomerFile
Behavioral Data
ProprietaryPanel
Customers &Non-Customers
Digital Consumer Nerve Center
Marketing Events
CRMSystems
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View of the Customer is Multi-Dimensional Including Behaviors, Attitudes/Needs & Demographics
Attitudes/Needs
TechnophileTechno FollowerTechno AspirantTech Challenged
Behaviors
Lifetime ValueUsage & SatisfactionCategory BehaviorAdvertising PreferencesCategory Purchases
DemographicsIncome ~ Age ~Children
Attitudinal – Behavioral Segmentation Platform
Digital Consumer Nerve Center
81928792Techno-follower
8511710099Techno-phile
93123105135Techno-wannabe
35 – 54no kids
35 – 54w/kids
18-34no kids
18 – 34w/kids
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A Behavioral/Attitudinal Platform Becomes the Filter Through Which the Consumer is Viewed
Execution
Performance Assessment
Strategy & Target Development
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The Future Generation of Panel Services Will…
• Be less episodic• Integrate previously disparate
components• Include behavioral or usage data• Be more fully integrated into on-going
marketing and performance systems• Deliver a much deeper understanding of
consumer targets • Lead to great efficiency gains
Thank You!