point of experience measurement
DESCRIPTION
Introduction on techniques and methods to measure consumer experience at the point of experiece or moment of thruth. iPick from iReach is a mobile/sms based platform to capture feedback from consumers at the point or moment of experience.TRANSCRIPT
iReach Market Research
Oisin Byrne
Managing Director,
iReach Market Research
Introduction to
Point of Experience Measurement
iPick from iReach
iReach Market Research methods
3
Point of Experience Measurement
Mobile Research
Why go mobile?
• Text messaging in Ireland is now ubiquitous
– Over 114% mobile phone penetration
– Mobile Users in Ireland spending less but Texting more then ever
• Audiences are less willing to participate in long-winded telephone surveys
• Experience-based research should start at the „point of experience‟
• Enables consumers to give feedback at any time and in any place
Texting is Everywhere
Why not use it to capture feedback from your target audience with iPing from iReach Market Research
Mobile Research Illustration
Mobile Research - Applications
• Measuring Satisfaction and Advocacy
• Evaluating Signage and Service in retail
outlets and Brand communications
• Understanding the Product Experience
• Guaranteeing Brand Consistency
• Measure Sponsorship Brand Awareness at
Events and Venues
• Capture instant feedback on promotions
• Track customer trends and behaviors
• Evaluate advertisements in field (print/TV)
iPick for ‘on the spot’ Feedback
• iPick is a powerful mobile research platform that
allows you to connect with consumers on-demand
• The iPick platform lets you easily manage the entire
mobile research process in one place
– CREATE: Develop, schedule, and
field questionnaires
– LEARN: View real-time findings,
overall and by sub-groups
– DECIDE: Make changes based on
real-time data
– COLLABORATE: Easily create and
share PowerPoint reports
– REVISIT: Track key metrics and
examine trends over time
How it might work for Richmond
• Participants are invited or offered incentive to take
part in short survey.
– Invite might be on Beer Map, Bar Menu, On-Trade
adverts, Bottle or on till receipt.
– Off-trade more likely to be on product directly or adverts.
– If already opted in to Richmond Panel, survey invites are
sent centrally at a point in time (say Saturday night at
9pm, 10pm etc)
– When survey finished Voucher or Token issued for
product discount, free drink or other on-trade incentive
– Software can then send invites at agreed periods of time
to track consumption trends (PW, P4W, P3M etc)
Consumer Experience in real-time
• How effective is bar signage?
• Is the product selection right?
• Are people able to easily find what they were looking for?
• Did bar staff interactions meet expectations?
• Is the environment appropriate (clean, etc.)?
• What brought people in today?
• Are people aware of current advertising, specials, trials?
• What other brand/drink did they consider?
• What are people actually doing on-trade (or off-trade)?
• What drinks consumed (PW etc.)
• What are they going to do in the future?
• How many units consumed?
• What range of drinks or mixers used?
• What are friends drinking?
iPick from iReach - Applications
• Measuring Brand Satisfaction and
Advocacy
• Evaluating Signage and Promotions on-
trade or off-trade
• Understanding the “Out-of-bottle”
Experience
• Guaranteeing Brand Consistency
• Capture instant feedback on promotions
• Track drinker trends and actual behaviors
• Evaluate advertisements in field (print/TV)
Signage and Promotions
• Situation: – A national casual dining restaurant adds a
new co-branded section of their menu and
needs to know if their guests are aware of the
new items, whether or not they are interested,
and if they would recommend them to others
• Strategy:
– The restaurant uses table signage to get guest feedback via the iPick platform while they wait for their meal
• Results: – Using the iPick dashboard, marketing managers are able to see
how effective in-store signage and advertising is in driving awareness and consideration for the new co-branded menu items and identify differences by location, party type, etc. in real time
Event Sponsorship
• Situation: – A drinks manufacturer is spending large
portion of their marketing budget on sponsorship
of an event. They want to measure its impact,
but attendees are hard to reach via traditional
research methods and on-site interviewing is costly
– Marketing managers need to demonstrate the tour‟s impact on brand perceptions and word of mouth to justify its cost.
• Strategy: – On-site signage encourages attendees to opt-in while experiencing
the event and give feedback on specific event components via multiple rotating questionnaires
– Respondents are then recruited for a follow-up online session to see the long-term effects of the event on the brand and purchase intent
• Results: – The aggregate findings let program managers focus on the
components driving brand value and WOM
Product ‘Out of the Box’ or Stock
• Situation:
– A leading distributor is focused on delivering
a simple “out of box experience”
- They have a good idea of problems encountered
that require off trade management, but nothing more
• Strategy:
– The distributor prints an invitation, short code, and keyword on
their packaging that encourages customers to opt-in and provide
feedback about their experience via text messaging
– Using the profiling questions in the iPing questionnaire, the
distributor can ask people specific units about positive and
negative experiences
• Results:
– Using the iPing dashboard, service, channel, and fulfillment
managers are able to identify and fix problems in real-time
iPick from iReach in Summary
• iPick gives you access to your
customers and prospects
while they experience your
brand
• iPick real-time dashboard
lets you react before its too
late and monitor progress over
time
• iPick helps you reach the
right audience anytime,
anywhere
• iPick can be easily
integrated with other research
and marketing programs
Benefits of SMS Research
• Recruit a double opt-in panel
• Real-time surveys at any time or location
• Decide fee option and incentives (for respondent)
• Target relative audience with one to two questions
• Typical response rates: 50-55%
• 70% of overall response rate usually generated within one hour
• Costs are aligned with level of responses
iPick Summary
• Market Research needs to move in line with
consumer attitudes and behaviours.
• New technologies have the potential to negate
Opinion Fatigue as they are participant led-their
time, their pace, any place.
• New innovations such as SMS or Mobile research
gets close to consumers where they „are‟ or at the
point of experience of brand or product.
• New techniques provide blended approached to
Research in a cost effective way.
18
Deeper Insights | Better Research
Detailed Data Analysis and Reporting
Research Analysis and Reporting
• Detailed Analysis
– Robust and Valid Data
– Detailed Analysis
– High Quality Reporting
• 3 Levels of findings
– Summary
– Conclusions
– Recommendations
• Quantitative
– Use Open Ends where possible
• Qualitative
– Use video where possible
Switch bank accounts to
get a better rate
Switch telecoms
providers for better
ratesSwitch to a cheaper
utility provider
Do DIY
Use price comparison
websites
Ride bike or walk
whenever possible Shop more online
Cut back on non-
essential spending
Buy generic Product
Cook at home more
often
Use sales and
promotional discounts
Cut down on nights out
and takeaways
Take fewer holidays Ok for the moment but
I won't give up on it
key long term
strategies
Less common
choices but will
remain
Do not touch this at
all
% Use of the strategies
% T
o b
e u
se
d a
fte
r re
ce
ss
ion
Service Excellence
• Memberships
– AMA, AQR, ESOMAR,
– Marketing Society, MII
• Awards and Recognition
– Inspired IT Awards 2008
– Marketing Society Dec 2009
– All Island Marketing (AIM) Awards May 2010
Summary and Close
• Only Agency in Ireland with our own
proprietary Research Panels
• Recognised for Market Research Excellence
• Select the best Approaches for each
research project
• Maximise the benefits of Qual and Quant
research methods
• Focused on Deeper and actionable Insights
• Timely and Cost Effective research projects
Questions and Close [email protected]
01-4003600 | 086 850 6364
For more information, demonstrations
and case studies visit
www.ireachinsights.com