research in a data-rich world, or faster, cheaper and closer-to- the-moment research sam curtis,...
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Marketing Research in a Data Rich World
Sam CurtisEvgeny PopovMoscow, November 26
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Market research goes beyond traditional
0.1%Growth of ‘traditional market research’ market in 2014globally(ESOMAR)
63.8billion $
Volume of ‘traditional market research’ market in 2014 globally(ESOMAR)
Estimation of the ‘extended’ market research volume in 2014 globally(ESOMAR+Outsell Inc.)(including online analytics, management consultancies, social media communities, do-it-yourself survey software, etc.)
43.9billion $
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What will the future of market research look like?
Device agnostic surveyingDeath of the (long) survey
‘In-the-moment’ feedback
Behaviour (not claim) triggered surveying
Ongoing brand-consumerdialogueSocial media data infused in all types of research
Real-time, predictive resultsPartnership with owners of big data Half of our data comes from non-surveys
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ROI Accurate Integrated Timely
Client expectations
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1The connected consumer
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Two emergent aspects of the Connected Consumer
Mobile Social
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Shifting device dominance
Source: Gartner, Google, Apple, Enders Analysis, 2014
Smartphones
PCs Smartphones
PCs
Global installed base (m) Global quarterly unit shipments (m)
PCs iOS&Android smartphones Tablets
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Device centricity Globally% time spent on mobile and tablet daily
Nigeri
aInd
onesia
South
Africa
Kenya
Philipp
ines
Thailan
dGh
anaMe
xico
Saud
i Arab
ia UAE
Turkey
Colom
biaCh
inaVie
tnam
Hong
Kong
Malay
siaPor
tugal
Israel
South
Korea
Singap
ore Italy
Spain
Taiwa
nSw
eden
USA UK
Switze
rland
Russi
aAu
stralia
Slovak
iaNo
rway
Austr
iaGre
eceNe
therla
nds
Hung
aryGe
rmany
New Z
ealand
France
Denm
arkBe
lgium
Canad
aCze
ch …Fin
land
Japan
For the first time, the majority of the world is now mobile-centric
1 2 3
TNS Global Connected Life study, D3. Time spent on devices/media/activitiesBase: Typical day – 2014 Global (36,325) | 2015 Global (41,635)
Multi-Device Mobile-CentricMobile only Multi-Device PC-Centric
2015
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+1
+1
+6
+11
Social and Instant Messaging drive increased digital interaction2014 vs. 2015 Digital Hotspots – GlobalAverage number of digital activities(Weekly) Top digital activities(YoY change in weekly usage %)
Instant messaging
Social networking
Read news, sports or weather
Play games on mobile/tablet2014 20156.2 8.5
TNS Global Connected Life study C1. Digital activitiesBase: 2015 Global (53,495) | 2014 Global (49,302)
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The number of social platforms is expanding everywhereFragmentation of social and instant messaging platformsAverage number of platforms used daily
012345
Japan
Finlan
dDe
nmark
Philipp
ines
Hung
aryNe
w Zeal
andGre
eceCze
ch Re
public
Germ
anySw
itzerla
ndSw
eden
France
Austr
iaBe
lgium
Nethe
rland
sSo
uth Af
ricaSlo
vakia
Kenya UK
Portug
alCa
nada
USA
Turkey
Norwa
yAu
stralia
South
Korea
Vietna
mNig
eria
China
Israel
Indone
siaGh
anaTha
iland
Spain
Taiwa
nIta
lyRu
ssia
Mexic
oHo
ng Ko
ngCo
lombia UA
ESin
gapore
Saud
i Arab
iaMa
laysia
TNS Global Connected Life study; C2. Social/IM usage Base: Global 2015 (53,495) | Global 2014 (49,302)2014 2015
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But how does this help us do better research?
Mobile Social
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2Mobile
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Memory recollection
Long & un-engaging
Inaccessible
Why move to mobile? The problems that market research faces
Unrepresentative
UnresponsiveSlow
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Respondents are signaling a desire for change
50%67% 50%
% of panel registrations by device type
33%
One year ago Now
70%of respondents believe surveys ‘15 minutes or over’ are too long to take on a smartphone. ~50% also believe the same is true on PC / Laptop / Tablets)
Source: Kantar / Lightspeed GMI analysis of Global panellist registration
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Collecting data using mobile devices can provide some key benefits:
Anytime, anywhere
Higher engagement
Those who may be harder to recruit
Creative delivery of invites
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How many glasses of tap water did you drink yesterday?
3.1
Start of survey
2.4
Middle of survey
1.6
End of survey
As questionnaires get longer, they get bored & engage less
Source: Kantar / Lightspeed GMI
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At TNS, we are moving to ‘device-agnostic’ design for all surveys
Average non-completion rates (%)Source: Kantar / Lightspeed GMI only data Oct-Nov 2014
Drop outsIf the survey is not designed for mobile, more than half of those attempting to take on mobile will drop out
Think of yourself as a respondentWhat device allows you…- To respond easily and quickly?- To give accurate responses?- To stay engaged in the survey?- To answer additional surveys?
The device YOU choose!
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Case Study: Get quicker dataBaby Care Shopper Purchase Journey, US
20 minute questionnaire60% completion2% answered on mobile1,200 respondents
7 minute questionnaire97% completion
21% answered on mobile1,800 respondents
Old Approach New approach
Same budget, Same deliverableReport prepared in 1 week instead of 2
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Case Study: Get quicker dataBaby Care Shopper Purchase Journey, USShorten brand listsOnly 12 brands were large enough to analyse
Reduced brand list from 35 to 12
Saved 5 minutes of questionnaire length
Redundant questions8 Questions were not used in the final report
We removed all of these
Saved 6 minutes of questionaire length
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Case Study: Get better dataUK, alcohol purchase ‘on-trade’In reality few count at moment of purchase Brand most important “in the moment” of purchaseNumber of influences on purchase decision Consumers make decisions quickly
3.8influences mentioned per respondent
1.4 influences mentioned per purchase 0 20 40 60
The priceSpecial offer
Well-known brandDrinks menu
Brand not availableFriends
Try something newComplement food
Match the occasionDrinks display
After the event Recruitment surveyIn the momentmobile diary
Special offers, despite being a major tactical lever, are not cutting through.Business decisions delivered:- Focus on driving salience for brand rather than price drivers- Review on premise promotions / offers (not being noticed); consider redirecting funds elsewhere(e.g., menu visibility / at bar)
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3Social
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Many of us have been underwhelmed by social media
Social data analytics
Source: Gartner
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We need to move on from the superficial analyses
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5. Market Prediction
Requires profound time series analysis
Social can be integrated into our offer in many ways, but survey infusion is the primary focus for TNS
Easy to copy Best leverages TNS thinking Needs client involvement‘Me-too’ product
2. Buzz Typology3. Survey Infusion
4. Incident Simulation1. Social Listening
structuresocial media data with communication mapping
integrate and augment survey data with social media data
model survey data according to social media data trends
rebuildsurvey KPIs by social media KPIs
listen to social media data as research fundament
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Case Study: Campaign evaluationFootball World Cup campaigns, UKPepsi ad tested better, but Coca-Cola ad was talked about more
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Case Study: Campaign evaluationFootball World Cup campaigns, UK
Pepsi lateCoke late
Social media analysis showed the Pepsi campaign went flat
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Case Study: Campaign evaluationFootball World Cup campaigns, UKBy moving beyond volumetrics we’re able to fully understand campaign impact
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Case Study: Enriching customer understandingBritish AirwaysPlotting touchpoint impact from survey against social buzz Mapping the conversations
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Case Study: Predict brand equityComparing brand tracking to social data
4,06,08,0
10,012,0
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Automotive Brand
Laundry Brand
Survey Social
Brand health
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4Marketing to the audience of one
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Cookies and site tracking
(e.g. Google Chrome)
Traded with other DMPs
Data Management platforms are aggregating data
Purchased from 3rd party sources(e.g. Experian, Shopcom, Mastercard etc.)
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This data is being connected at the individual level
Cookies Street Address
Email addresses Device ID
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Data Application
This offers us the ability to connect and leverage data like never before
ConsumerPurchaseBrandSocialMobileAdvertisingClickstreamMedia exposureCampaign
PR Comms Research Creative Planning Media CRM
Purchase
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There are numerous ways in which DMPs can be used for insights purposes
Adding context to a survey respondent or CRM database
Importing survey-derived ‘segments’ into the DMP for targeting
Mining for consumer insights …and more!
The possibilities are limitless – creativity is key here
1 2 3 4
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ResultThe campaign delivered 15% lift in sales (actual purchase data) for those exposed vs. an identical control group*
Profiles matched to a DMP to find 30 million similar profiles The 30 million unique cookies were added to the media plan
Case study: Matching survey profiles to DMP for media targeting, USASurvey to find people open to a brand
1 2 3
15%
Ad AdAd
AdInternet Behavior ShoppingBehaviorLook-alike Model
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Get ready for the integrated, data-rich world!
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5To summarize…
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Summary points
Connected Consumer TNS is investing into developing of the mobile expertise
Social is being integrated into the TNS offer in many ways
Data management platforms
Mobile and social are there to help us make better research
Device-agnostic design for all surveysShorter, smarterMobile devices help us get data of better quality
Survey infusionPredicting brand equity using social data
DMP are being developed to help with Integrated marketing challenges
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At TNS, we are releasing several mobile and social-enabled approaches in 2016Mobile ready Socially infused
Social Conversion Model Social TRIM
Predictive Equity Modelling
Mobile diaries Situational Equity Connected Shopper Journey
TRIM for Mobile Device-agnostic Conversion Model
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Better together: ‘traditional’ tools + mobile + social data
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A dialogue with our clients to support the offer developmentExperimentalSafePredictiveRepresentativeIterativeComprehensiveFastConsideredActionableInsightfulCo-creatorsIndependentData acquisition & recyclingData collection
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#tnsconfwww.conf.tns-global.ru
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