from the handset to the client - marketing research without researchers - tns
TRANSCRIPT
October 8 – 11 2013, London
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The original, premier event for the Mobile Marketing Research Industry
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Copyright: TNS (2013)
Jan Hofmeyr (Ph.D.) Chief Research Office: Behaviour Change
From Handset to Client Marketing Research without Researchers
Copyright: TNS (2013)
Contents
2
1 Migrate all tracking to mobile phones/Designing for USSD 3
2 Real-time Feedback/Predictive Analytics 10
3 Machine-learning, Expert Systems, Automated Reporting 18
Copyright: TNS (2013)
Why should we migrate all tracking to mobile...
4
It’s the only cost-effective way to get full market visibility
It’s the only way to get ‘close to the moment’ information
Copyright: TNS (2013)
All phones
SMS
APP
Platform: Survey/Phone types
5
USSD WAP
Smart/Advanced Feature phones
Simple Rich RESPONDENT EXPERIENCE
Higher Lower POPULATION COVERAGE
Copyright: TNS (2013)
28 22
32 32
50 58
24
43
6
So how good is WAP/APP coverage? Percent who cannot access the internet
Russia Brazil China India USA UK Japan France
The Principle of Market Visibility
Copyright: TNS (2013)
Conclusion:
7
You have about 120 secs to complete your survey
There is a 165 character limit per question
It cannot do multiple response
All lists must be really short: attributes, touch-points, media, brands, services
Discipline: no room for sloppy or lazy design
Design all surveys as if for USSD
Copyright: TNS (2013)
Don’t worry, you won’t miss much... Leveraging heuristics to improve design
If you know the main thing, you know most of what there is to know
If you know the top three, you already know enough
Top 3: 86%
0
10
20
30
40
50
Copyright: TNS (2013)
Complete surveys in 120 secs...
9
It’s the only cost-effective way to get full market visibility
It’s the only way to get ‘close to the moment’ information
What makes it possible:
The fact that human behaviour is Zipf distributed
The fact that almost everyone has a mobile phone
Copyright: TNS (2013)
Real-time Feedback/Predictive Analytics
10
By the time you know there’s a problem,
it’s often too late!
And in any case, you don’t
want to be hostage to the future, you
want to know how to change it.
Copyright: TNS (2013)
Apple Share of Voice: TV
Apple versus Samsung in the USA Media diary results: the smart watch and new iPhone
100
0
Is this typical for Apple?
What happened to Samsung?
What’s likely to happen next time?
What happened next?
Copyright: TNS (2013)
News Channels Social Network Tech Portal
More on the Apple-Samsung battle ... Analysis of media diary results in the USA
Is this always the pattern?
How do these patterns compare with ad-campaign bursts?
What are the sales effects, if any?
What’s likely to happen next time?
Copyright: TNS (2013)
Data In
Count instances Establish p-values Create knowledge
Data
Hello, are you there...
Analysis Out
We can answer these questions by data-basing and leveraging predictive analytics
Copyright: TNS (2013)
In the past:
- If you take no action: normal in 4 days
- If you counter-promote: normal in 2 days
Click here to go to planning app
There’s a worrying dip in Coca-Cola sales at lunch
It’s associated with an increase in Evian sales
The reason is: Evian is on promotion
There’s no change in Coca-Cola equity
14
Hello, are you there...
From the Diary
From the predictive use of the Database
Copyright: TNS (2013)
In the past if you take no action:
- Customer defections follow after 4 months
- Dual customers shift business share in 2 days
- Immediate costly increase in call-center activity
Points reward to all customers: retains business
NatWest: customer experience unusually negative
Reason: slow page refresh speeds
Result:
- 2-point fall in brand equity
- Gains go to Lloyds TSB, Santander
15
Hello, are you there...
From the Diary
From the predictive use of the Database
Copyright: TNS (2013)
2011/11/27 16
Data
Fetching rules
Statistical rules
Logical rules
Database analytics
Analytic Engine Fragments
Expert
Text
Assemble Report
Market research without Researchers Automated machine analysis and reporting
AE Data In Expert Reports
Copyright: TNS (2013)
Brand image: Banks in the UK Correspondence analysis
17
Cares about customers Market leader
Gaining popularity
Good service Lloyds TSB
Barclays
HSBC
Nationwide
NatWest
Co-operative
Santander
Northern Rock
Innovation
Makes banking simple
Copyright: TNS (2013)
Brand image: Banks in the UK Correspondence analysis
18
Cares about customers Market leader
Gaining popularity
Good service
Santander
Lloyds TSB
Barclays
HSBC
Nationwide
NatWest
Co-operative
Northern Rock
Innovation
Makes banking simple The fact that these attributes lie at opposite ends of
the map mean that no bank is seen to be both a
market leader and to care about its customers.
This is a white space opportunity for banking in the UK.
Copyright: TNS (2013)
Report for Lloyds TSB Marketing recommendations
A Basic Analysis of Lloyds TSB
A brand can increase the psychological loyalty /commitment that people have to it in a number of ways: It can improve its performance with
respect to the attributes that are currently most important; it can identify distinctive attributes relative to which it 'punches above its w eight'
but which are unimportant; and try to increase their importance; it can identify 'unoccupied' territory i.e. an attribute combination that isn't
associated with any banks - and make that important.
i) Options in relation to the currently most important attributes
As things stand, Lloyds TSB 'punches above its weight' with respect to the following key attribute(s): 'Offers all the accounts I need’. How
ever, Lloyds TSB needs to improve its performance with respect to: 'Has good customer service' and 'Makes banking simple’.
ii) Options in relation distinctive attributes
Lloyds TSB has no positive relationship with any of the attributes that currently make a bank distinctive in this market. To take advantage of
these attributes, it would have to both improve its association with them; and make them more important.
iii) Options in relation to attribute combinations
A unique opportunity exists for a bank that can achieve an image that combines the attributes that define dimensions 1 and 2. In other words,
an image that combines: 'Is involved in the community' and 'That cares about its customers' with 'A market leader in banking' and 'Easy to use
no matter where you are'.
Lloyds TSB has no positive relationship with any of the attributes that make a bank distinctive in this market.
Lloyds TSB need to improve its performance with respect to the key drivers: good customer service, makes banking simple.
Copyright: TNS (2013)
Report for HSBC Marketing recommendations
A Basic Analysis of HSBC
A brand can increase the psychological loyalty /commitment that people have to it in a number of ways: It can improve its performance
with respect to the attributes that are currently most important; it can identify distinctive attributes relative to which it 'punches above its
weight' but which are unimportant; and try to increase their importance; it can identify 'unoccupied' territory i.e. an attribute combination
that isn't associated with any banks - and make that important.
i) Options in relation to the currently most important attributes
As things stand, HSBC needs to improve its performance with respect to: 'Has good customer service' and 'Makes banking simple’. In
particular, it needs to do something about its poor performance with respect to: 'Offers all the accounts I need’.
ii) Options in relation distinctive attributes
HSBC 'punches above its weight' (i.e. lies in the direction of) the following less important, but distinctive attributes (see map): 'A market
leader in banking' and 'Easy to use no matter where you are' . If these became more important then the loyalty or commitment that
people have to HSBC would increase. This is an alternative strategy for HSBC.
iii) Options in relation to attribute combinations
A unique opportunity exists for a bank that can achieve an image that combines the attributes that define dimensions 1 and 2. In other
words, an image that combines: 'Is involved in the community' and 'That cares about its customers' with 'A market leader in banking' and
'Easy to use no matter where you are'.
HSBC has strength with respect to the less important but distinctive attribute ‘easy to use no matter where you are’. If this became more important then commitment to HSBC would increase.
In particular, HSBC needs to do something about its poor performance with respect to: ‘offers all the accounts I need’.
Copyright: TNS (2013)
Why machines are better...
21
They’re really fast...
They don’t make calculation mistakes...
They never forget...
They are expert because their minds have been written by an expert
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