market quest - ipsos.com · my brand? 2. how do consumers perceive my brand on emotional &...

© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

© Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Market Quest

*

The automotive industry is undergoing a lot of change across the globe

• Shift West to East

• Urbanisation

• Small is beautiful

• Sustainability

• Rising cost of

energy

•…

Censydiam for Automotive

Within this changing landscape, the consumer is more & more feeling empowered to take control of their own lives.

Digi-

normalisation

Consumer

Autonomy

Inflation of options

available to the

consumer

THE

EMPOWERED

CONSUMER

Consumer today

are more

marketing savvy &

more self-reliant;

they trust more than

ever on their own

judgement

New technology

enables consumers to

take control of the

relationship with the

brands (e.g. price

check app, blogs,

twitter, etc.)

Competition is fiercer than

ever with new retail formats,

online shopping, global access,

etc. giving the consumer more

choice, while competitors across

the globe often have the same

access to product technology


Call for a more meaningful relationship!

More than ever automotive brands need to deliver relevance to

people’s lives.

&


WITHOUT PEOPLE THERE IS NO MARKET

“…There is no car market, there is no motor bike market, but there is a market for freedom, for independence, for status and family harmony”


A first key facet of Censydiam : it identifies 4 layers of motivations

Functional Characteristics

Social Identity

Emotional Benefits

Personality

What am I looking for?

How should it reflect upon me?

How will it help optimize life?

What should it stand for?

Category motivations ?

These four facets explain 85 – 95% of brand choice across categories and countries

NOTE: Data Based on Ipsos R&D surveys across categories and countries

34%

10% 31%

25%

Emotional Benefits

Social Identity

Functional Characteristics

Personality

Relative Importance

in driving Brand Choice

Importance of different Facets of a Brand’s Identity in driving Choice

A second key facet of Censydiam : human motivations can be framed according to 2 simple universal dimensions

The desire to let go

The strive for control, be rational and

suppress your feelings

The desire to assert oneself, stand out and

dominate

The desire for companionship, bonding and fit

with others ―

PE

RS

ON

AL

DI

ME

NS

IO

N ―

― S O C I A L D I M E N S I O N ―

From product to people

Status Fun Means of

transportation

or

A motivational approach gives a much broader, richer entry-

point to start an engaging conversation with your consumer.

Commuting from

A to B

Showcasing your

success in life

A tool to enjoy life

to the max


Building the Frame of Reference towards cars: Definition of the axes

10

How cars can help to deal with daily tensions on an

individual level

Me and my car, I personally do something with the power I actively handle that power,

I express my emotions

My car as such, I know that the power is there I passively handle that

power, I control my emotions


Building the Frame of Reference towards cars: Definition of the axes

11

How cars can help position the individual

within his social context

Showing that you are successful on a social level

Adapting to the norms and habits of the social world


Motivational Segmentation in Automotive

12

A real Passion

A toy, a gadget to live

life to the max

A harmonious way to enjoy my social life

A responsible environment for my family

A safe bubble

A symbol of my success

A sign of my individuality

Nothing more than a

transportation tool


Where do luxury cars fit in?

Cars

Embracing the

strength of the car

The car as a tool

for social

integration

Controlling the

strength of the car

Luxury cars

The car as a tool for

social affirmation


Different attitudes towards luxury cars

Luxury cars

My luxury car lets me explore the world around me in more

comfort My luxury car gets

me admiration and

respect from

others, I’m part of

the elite

My luxury car lets me express my taste and

knowledge and makes me part of an exclusive club

My luxury car lets me feel more secure

and protected

My luxury car lets me enjoy my family

life more

My luxury car lets me make the

most of life


Brands can be plotted against this …

Luxury cars

explore the world

admiration and

respect

express my taste and knowledge

secure and protected

family life

make the most of life


explore the world

… as can different models of the same brand

Luxury cars

admiration and

respect

express my taste and knowledge

secure and protected

family life

make the most of life

Large sedan

Compact hatchback

Medium crossover


How Censydiam can help you

PRODUCT

PORTFOLIO

MANAGEMENT

PRODUCT

TESTING

ADVERTISING

EVALUATION

BRAND

GROWTH

BRAND

POSITIONER

MOTIVATIONAL

LANDSCAPE


18

MOTIVATIONAL

LANDSCAPE 1. What are consumers’ deeper

motivations for choosing certain cars brands?

2. How strong is my brand for

each of these motivations?

3. On which of these motivations should I focus? How can I optimize my positioning?

4. Can I identify potential

innovation platforms?

Integrated qualitative & quantitative

research amongst target consumers; sample size N=800

or above


Storyline

19

How can I

create brand growth?

Provide Clients actionable insights to

brand growth

Understand motivations for category

usage

1 Segment consumers

based on category motivations

2

Identify drivers of

brand choice & innovation platforms

within segments

5 On what motivations

should I focus for my brands

6

How do brands/ position

vs motivations/ segments

3 Select target

segments for my brand(s)

4


20

1. What is Attitudinal Equity of my brand?

2. How do consumers perceive

my brand on emotional & functional aspects?

3. What are today’s choice

drivers in the market?

4. How can I optimize the share of my brand on current choice

drivers?

Quantitative research

Starting from N=300

BRAND

GROWTH

BRAND

POSITIONER


Storyline

21

How can I


Provide clients actionable insights to

brand growth

Attitudinal equity of brands

(present status)

1 Perception

of brands on functional and

emotional benefits

2

Identify brand

choice drivers

3 Performance of brands on

choice drivers

4

On what choice drivers

should I focus for my brands

5


22

1. What are consumes deeper motivations for choosing certain

cars brands?

2. How strong is my range of models in each of these motivations?

3. How can I make optimal use of my

range of models to cover as much motivations as possible? How do I avoid cannibalisation in my model

portfolio?

4. Which white space exists within my product portfolio?

Integrated qualitative & quantitative

research amongst target segment;

sample size N=800 or above

BRAND

GROWTH

PRODUCT

PORTFOLIO

MANAGEMENT


Storyline

23

How can I


Provide Clients actionable insights to

brand growth

Understand motivations for category

usage

1 Segment consumers

based on category motivations

2

How to avoid cannibalization

4

Which white spaces do exist in my portfolio

5

How do my models position vs motivations/

segments

3


PRODUCT

TESTING

24

1. What motivations is the new concept addressing?

2. What impact will concept have on

Attitudinal Equity?

Add-on to Innoquest

research; N=200 observations


Storyline

25

What motivations is

my product concept

addressing?

Selecting on-strategy

concepts for further

development

Score on key measures

1

Perception of concept on functional and

emotional benefits

2

What impact will concept

have?

3

Comparison of concept

perception with brand strategy

4


ADVERTISING

EVALUATION

26

1. What motivations is the new advertisement addressing?

2. What impact will concept have on

Attitudinal Equity?

Add-on to ASI research; N=200

observations


Storyline

27

What motivations is

my advertising execution

addressing?

Selecting on-strategy

concepts for further

development

Score on key measures

1

Which motivations is

advertising addressing

2

Comparison of perception with brand strategy

4

What impact does advertising

have on Attitudinal Equity

3


market quest - ipsos.com · my brand? 2. how do consumers perceive my brand on emotional &...

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