understanding ‘global’ consumer behavior- new rules for success
DESCRIPTION
The world is truly getting smaller while data are getting more abundant. The scale of economic clout is tipping towards developing markets. How do marketers evaluate consumer data and make the right marketing decisions when the means of reaching customers is different and constantly changing?TRANSCRIPT
New Rules for Success
Understanding ‘Global’ Consumer Behavior
� Ipsos is 3rd largest research company in the world
� Vantis is a division specializing in connecting research results to financial impact across a variety of industry verticals–Mostly innovation focused–25+ year history of model development
About Us
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Topics
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Stating the obvious
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….And the (very) slightly less obvious
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Abroad Home
Going into 2011, among Western CEOs…
� More than 80% felt they could grow abroad
� Fewer than 50% felt they could grow at home
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What is changing in research?
Means of reaching consumers is different… and changing fast
‘90s ‘00s Today
+
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‘00s methods are combined with today’s
+
Social media is re-shaping consumer access
Population is ranked 3rd in the world.
1. China 1,336,450,000 6. Brazil 192,651,000
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2. India 1,178,436,000 7. Pakistan 169,010,500
3. Facebook 845,000,000 8. Bangladesh 162,221,000
4. United States 308,898,000 9. Nigeria 154,729,000
5. Indonesia 231,369,500 10. Russia 141,927,297
� Compared with 12 months ago, how much more social media driven data are you using? –A lot more–A little bit more–About the same–Less –We don’t analyze social media data
Polling Question
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� The way they answer questions is different
� Fortunately in a somewhat systematic way…– By education– By cultural disposition– By how and in what ‘medium’ questions are asked
And, once you reach consumers…
Example of Raw Survey Score Interpretation From Around the World
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10% 12% 11% 8%
Definitely Would …Probably Would …
Probably Would Not …Definitely Would Not …
Might or Might Not …
... Buy
���� Year End Penetration
Modality and Venue matter. Example:
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Online Panel
Intercept Pre-recruit
IDI
Pre-recruitGroup
POP
Middle of a Survey
Beginning of a Survey
� In the past year, have you had to think through how to reconcile data from different sources (different countries, different data collection methods)?–Yes–No
Polling Question
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Statistics are getting harder to apply to consumer data as an ‘arbiter of truth’
� Do not call regulation and time-shifting
�Increasing reliance on social gathering places
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� Over-abundance of on-line survey ‘pop ups’
social gathering places vs. controlled sampling
Nuance in data Interpretation �
The dynamics of adoption have changed
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It is a period where the evolution of social interaction is rapidly outpacing the evolution of
social science…moreso than historically
8%
8%
12%
16% 21% 18% 34% 26% 28% 21% 19% 33%
Pu
rch
ase
In
ten
t… which may explain this…
Top Two Box %
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13% 15% 13%
26%
17%20%
17%13%
21%
3%
6%5%
9%8%
4%6%
NokiaBooklet
3G
AmazonKindle
2
AppleTV
HPMini
AppleiPhone
3Gs
PalmPre
LGChocolate
AppleiPad
DellInspiron
11z
Pu
rch
ase
In
ten
t
Definitely Would Buy
Probably Would Buy
Failed Succeeded
mar·ket·ing re·search: noun \mär-kə-tiŋ rē-sərch\The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service
So what does all this mean?
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…but, now, in a smaller world with more access challenges, rapidly proliferating data sources, and disparate data biases
…’Truth’ is getting harder to come by via data analysis – and marketing research data are hard to understand
Bottom Line….
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The New Rules – 7 of Them
(maybe not all 7 for today… the sky is not falling….but rules for ‘soon’…)but rules for ‘soon’…)
1) Developing Market Best Practices Are Global Best Practice
vs
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MORE FOUNDATIONAL RESEARCH
MORE FOUNDATIONAL RESEARCH
GREATER GLOBAL CONNECTION
GREATER GLOBAL CONNECTION
RELATIVELY MORE IN PERSON METHODOLOGIES AND DOING
‘MORE WITH LESS’
RELATIVELY MORE IN PERSON METHODOLOGIES AND DOING
‘MORE WITH LESS’
2) The >20 Minute Online Survey Is Untenable, Globally
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3) Journalism Skills Must Be Embraced By Market Intelligence
1) Opportunism: ‘scooping’ the competition (and getting
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competition (and getting engaged eyeballs!!)
2) The principles of the discipline
Getting the Scoop
� Because there is significantly more social interaction, there are more useful scoops (consumer insights) to be found at any moment…
� But it requires more might than is typically exerted in marketing intel:
Journalism Textbook:
Getting scoops requires a great deal of effort,
and a very large support team. Many papers
station journalists all over the world in the
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station journalists all over the world in the
hopes of getting scoops on unexpected major
stories, and they supplement these journalists
with stringers who sell content to the highest
bidder. Having foreign correspondents in place
is a crucial part of running a successful major
paper, and many news outlets dedicate a large
chunk of their budget to maintaining such
correspondents, along with their contacts.
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Principles of Journalism
23Pew Research Center Project for Excellence in Journalism
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Principles of Journalism
24Pew Research Center Project for Excellence in Journalism
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Principles of Journalism
25Pew Research Center Project for Excellence in Journalism
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Principles of Journalism
26Pew Research Center Project for Excellence in Journalism
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
4) A Key Research Function Is Making ‘Decoder Rings’
DIFFERENT COUNTRIES
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DISPARATE DATA SOURCES
DISPARATE BIASES
Because all data are biased, a precondition to uncovering
insights is fixing biases.
4) A Key Research Function Is Making ‘Decoder Rings’
BENCHMARKSVALIDATION
MODELED (vs Stated) DATAPARALLEL TESTSDELPHI ANALYSIS
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5) We Have to Convey Insight in Universally Understood Terms
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Example Archetypes
Top performer archetypes
� Winner � Under-priced � Good concept
Middle performer
� Breakthrough� Me too
� Over-priced� Average
� Niche/targeted� Atypical
� Potential future hit � Skeptical
����
?
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performer archetypes
� Me too� For Want � Value Branding
� Average � Too premium� Commodity
� Atypical � Value resistant� Unconvincing
� Skeptical� Unbelievable
Caught in middle
Poorperformer archetypes
� Dog����
?
6) We Have to Report Conclusions, Not Analysis and ‘Proof’
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Type A
Demographics
Male 49 60 122
Female 51 40 78
18-24 21 25 119
25-34 30 30 100
35-44 20 21 105
45-54 17 21 124
55+ 12 3 25
Mean Age 36.7 35 95
Male 18 - 34 22 35 159
Male 35+ 27 25 93
Female 18 - 34 30 19 63
Female 35+ 21 21 100
Caucasian 63 46 73
Hispanic 14 23 164
African-American 14 15 107
Asian 6 10 167
Other 3 6 200
Married 51 44 86
Single/Wid/Div 49 56 114
Age 5 and under 25 28 112
Age 6 to 12 21 28 133
Age 13-17 14 28 200
HH Size (mean) 2.7 3.2 119
Total household
income Yearly mean ($000) 54.3 48.5 89
Total
(161)
Target
(48)Index
Gender (%)
Age (%)
Gender / Age
Quads (%)
Ethnicity (%)
Marital
Status (%)
Children at home
(%)
$100M+ Opportunity
7) Looks Matter
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Implications for Research
A little more like journalism…
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Deliberate Rushed
Authoritative Titillating
Scientific Intuitive
A positioning direction…
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Scientific Intuitive
Left Brain Right Brain
