Transcript Berry - International Planning & Research

Converging Influences
Impacting Supplier Innovation…
How Technology is Advancing
the Art and Science of
Customer Panels
March, 2008
Presented by Mark Berry
CMAG
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Influences Impacting Supplier Innovation
& Technology Development
Strategic
Collapse of the
Middle
What Clients
Need
The Pace of
Change in
Marketing
Converging
Influences
Respondent
Engagement
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What Large
Suppliers Have
Focused on…
An Industry
Questioning the
Basics
The Strategic Collapse of the Middle
Value Migrates to the Extremes
Client &
Shareholder
Value
Low Cost/
Speed
Specialization/
Focus
When the strategic middle collapses value migrates to the extremes.
Companies are rewarded for focus and specialization on the one end and
low costs and efficiency on the other…Companies most at risk are those
caught in the middle…
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What Have Large Players Been
Focusing On?
• Acquisitions
• Global Integration
• Operational Efficiencies
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An Industry Questioning the Basics…
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Burke Panel Quality R&D (35%)
Number of Online Surveys Taken In Past 30 Days –
Percent Claiming 10 or More Online Surveys
Source: Burke R&D, 2006 & 2007
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Burke Panel Quality R&D
• Claimed product usage
- Blood Glucose Monitors – 13%
- Pet Health Insurance – 7.8%
- Both – 2.5%
• 13% took the survey in 12 minutes or less
• Failure rate of the “select 2” test was 21%
Incidence of undesirables was 14%
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How Did We Get Here? Change…
• Tremendous amount of validation done in
the beginning…
• Changes from 5 years ago
–
–
–
–
–
–
–
Mass recruiting
Consumers expect to be rewarded!
The advent of incentives
Lots of companies doing it
Financial pressures
Clients have changed too
Little done after initial few
years of validation
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Industry Initiatives
• ARF On-line Research Quality Council
(ORQC)
• CASRO
• ESOMAR
• ISO 20252 Standards
• Endless Other Conferences
• Client Validations
*ISO – International Organization for Standards
*CASRO – Council for American Survey Research Organizations
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On-line Research Quality Council (ORQC)
• Client Advisory Board
– Shell
– P&G
– Allstate
– ESPN
– Pfizer
– Coca-Cola
– Capitol One
– Bank of America
– CitiBrands
– Kraft
• Council Steering Committee
– TNS
– Harris Interactive
– Synovate
– comScore
– IPSOS
– The ARF
– NPD
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Operating System for the Panel Industry?
Optimus™ is a filtering system for
market research that uses new patentpending technology to digitally fingerprint
and manage respondents.
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© Synovate 2008
Influences Impacting Supplier Innovation
& Technology Development
Strategic
Collapse of the
Middle
What Clients
Need
The Pace of
Change in
Marketing
Converging
Influences
Respondent
Engagement
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© Synovate 2008
What Large
Suppliers Have
Focused on…
An Industry
Questioning the
Basics
Future of Data Collection – Respondent
Engagement
‘50s
Personal
Interviews
‘60s
Telephone
Interviews
‘70s
Direct
Mail
Surveys
‘80s
Mall
Surveys
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‘90s
Automated
Phone
Interviews
‘00s
Online
Surveys
Respondent Engagement Will Be Crucial
We will shift away from using traditional data
collection methodologies in isolation and
provide respondents with options for
engagement that suite their requirements
and individual environments.
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What Clients Need…
Faster, better decisions!
Information
Transfer
Client
Value
- Ongoing
- Integrated
- Strategic at many levels
- Includes performance
measurement
Data
Economics
- Episodic
- Routine
- Commoditized
- Componentized
Low Impact
Marketing Efficiency
High Impact
To grow profits the market research industry will be challenged to
migrate its core assets to the high impact/high efficiency space…
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The Dramatic Changes in Marketing Will Drive
Innovation & Technology in Research…
•
•
•
•
•
•
•
•
TV
Phone
Traditional Internet
Mobile
Instant Messaging
Social Networks
Location Based
Etc.
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Proprietary Panels – Present & Future
1. Using Standard Interactive Panel
Conventions
2. Panels Reinvented
3. The Future – Integrated
“Research & Marketing
Performance” Systems
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Why Should Panels be Reinvented?
Consumers…
•
•
•
•
•
Are harder to reach
Changing faster
Are increasingly situational
Demanding more
Moving to different communicaiton,
socialization & advertising platforms
Clients Want…
•
•
•
•
Answers faster - globally
Integration with other data sources
Unique insights
To innovate more & faster
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The Premise…
Successful consumer-driven
innovations and breakthrough
insights rarely come in the form of
“the big idea”…
Rather, they come by driving a
constant and incremental
improvement in understanding of
what creates value for the
consumer
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A proprietary system for flexible, continuous and
immediate consumer interactions – primarily qualitative
GIANT FOCUS GROUPS
QUICK DECISIONS
ONLINE SURVEYS
AND TESTS
MODERATED
BULLETIN BOARD
DISCUSSIONS
DIGITAL ETHNOGRAPHY
IN-HOME WEBCAM
INTERVIEWS
QUICK QUAL
IMMEDIATE RESPONSE
ONLINE FOCUS
GROUPS
MMS/SMS SURVEYS &
TASKS
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GETTING DEEPER
TRACKING
CREATIVE & INSIGHT
WORKSHOPS
DIARIES, PROCESS &
MARKET TRACKING
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FROM
TO
PROCESS
PROJECT
Research should be dynamic,
changing along with consumers
CONVERSATIONS
QUESTIONS
You need a true dialougue over time in
order to gain insight and understanding.
FLEXIBLE
Let your insight needs decide
methodology. Speed, flexibility, cost
efficiency, borderless and time-saving.
FIXED
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What can I learn
from the core
customers of my
competitiors?
Can I truly involve consumers
in the innovation process as
co-creators?
What’s the effect of
innovation and new
features in driving
category interest?
How do our
customers talk
about our brands
with friends?
How involved are
people with our
products over
time?
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Information & Research From Three
Directions
You
Consumer insight
Initiated by you
Consumer-Initiated
(Research)
(Feedback, ideas,
market intelligence)
Early warning on trends
and competitors
Voice of the consumer in
Innovation
Word-of-mouth
Testlab
Consumer
Peer-to-peer
Consumer
(Word-of-mouth)
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A Wide Range of Research Objectives and
Business Applications Can Be Addressed
Marketing
Retail
Communication
Perception and position
Product usage
Category drivers
Needs and benefits
Preferences and decisions
Unmet needs
Product
development
Unsolved problems and
new opportunities
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Market making
Benefits of Proprietary Interactive Panels
•
To Clients:
 Truly global: Set up panel anywhere anytime and bring them all together at
your desktop
 Fast and flexible…no methodological limitations.
 Cost effective: Less expensive than doing large-scale work
 Always on
 Current…guarantees fresh insight at all times
 You can get closer by visiting consumers in their home or talking to them as
decisions are made
•
To Respondents
 Participate on their own terms, own time, from home – in a fun way
 A sense of actually being listened to, being important
 Get feedback on results
 Rewards and incentives
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Three Kinds of Proprietary Panels
1. Using Standard Interactive Panel
Conventions
2. Panels Reinvented
3. The Future – Integrated
“Marketing Performance
Systems”
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Proprietary Industry
Platform Components
Consumer
Connection
“Optimized” Industry Panel for
Custom Research
Manufacturer “Product”
Experience
Customer
Experience
Retail Shopping
Experience & Loyalty
Shopper
Experience
What People Buy
All-Channel
Purchasing
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Shift from Claimed to Actual Usage or
Purchasing Behavior
Loyalty cards
Memory cards
Smart cards
Embedded payment
technology in phones
Etc.
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Today, Most Companies Are Ill-equipped to Transform
Customer Data into a Consistent Consumer Profile…
Attitudinal
Segmentation
Touch Point
Experience
Purchasing/Volume
Analysis
Customer or Product
Satisfaction
Advertising
Optimization
© Synovate 2008
Brand
Equity
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Geodemographic
Segmentation
What’s Required?
An On-going, Integrated Platform That Delivers:
What consumers think
Their defining values & needs
How they behave
How to reach them
How you are performing
against them
Behave &
React
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Think &
Experience
How Might This Work?
Creation of a Digital Consumer Nerve Center
Proprietary
Panel
Behavioral Data
Customer
File
Customers &
Non-Customers
Attitudinal – Behavioral Segmentation Platform
Digital Consumer Nerve Center
Marketing Events
Attitudes
(Survey Execution)
-Category Product Usage
-Shopping Styles
-Experience/Loyalty
CRM
Systems
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View of the Customer is Multi-Dimensional Including
Behaviors, Attitudes/Needs & Demographics
18 – 34
w/kids
18-34
no kids
35 – 54
w/kids
35 – 54
no kids
Techno-wannabe
135
105
123
93
Techno-phile
99
100
117
85
Techno-follower
92
87
92
81
Demographics
Income ~ Age ~Children
Attitudes/Needs
Behaviors
Technophile
Techno Follower
Techno Aspirant
Tech Challenged
Lifetime Value
Usage & Satisfaction
Category Behavior
Advertising
Preferences
Category Purchases
Attitudinal – Behavioral Segmentation Platform
Digital Consumer Nerve Center
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A Behavioral/Attitudinal Platform Becomes the
Filter Through Which the Consumer is Viewed
Strategy & Target Development
Execution
Performance Assessment
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The Future Generation of
Panel Services Will…
Thank You!
• Be less episodic
• Integrate previously disparate
components
• Include behavioral or usage data
• Be more fully integrated into on-going
marketing and performance systems
• Deliver a much deeper understanding
of consumer targets
• Lead to great efficiency gains
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