1. A Deeper Understanding of the Path to Purchase
Mark Baltazar
Vice President
BrandSpark International
June 21, 2012

2. Agenda
BrandSpark International
Objectives
Methodology
Findings
Optimizing Future Research
Slide 2

3. Insights Inspiring Innovation
Slide 3

4. We have helped leading brands
Slide 4
Page 4

5. Agenda
BrandSpark International
Objectives
Methodology
Findings
Optimizing Future Research
Slide 5

6. Objectives
Gain a deeper understanding of the influencers along the path to purchase.
Determine whether mobile data collection provides incremental insights.
Enhance respondent engagement.
Slide 6

7. Agenda
BrandSpark International
Objectives
Methodology
Findings
Optimizing Future Research
Slide 7

8. Study Structure
Phase 1 Phase 2
Pre-Shop Post-Shop
Control Cell
Assessment Debrief
Phase 1 Phase 2 Phase 3
Pre-Shop In-Store Post-Shop
Test Cell
Assessment Image Diary Debrief
Slide 8

9. Mobile survey was programmed in SODA™ by Techneos, a
Confirmit company.
Slide 9

10. Confirmit, through SODA™, played a pivotal role in connecting
pictures taken in-store, allowing us to employ Memory
Elicitation Techniques.
Phase 2 Phase 3
In-Store Post-Shop
Test Cell
Image Diary Debrief
Slide 10

11. Agenda
BrandSpark International
Objectives
Methodology
Findings – Path to Purchase
Optimizing Future Research
Slide 11

12. Shopping lists still an important memory aid
60%
will be using a list the next time they
shop
Q. Will you be using a shopping list during this shopping trip?
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13. Marketers have ample opportunity to influence what goes
on to this list.
Within 7 days prior to a shopping trip, among list users
33% Have not yet created their list
57% Have partial list
10% Have a complete list
Which of the following best describes the shopping list you are referring to?
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14. There is ample opportunity in-store to persuade brand
choice
Only 1/3
of shoppers know
EXACTLY which brands
they will buy before
entering the store
Q. For each of the food products you are planning to purchase on your next shopping trip, please select which of the
following statements best apply to each product category
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15. Price is still influential in purchasing decisions.
Considered, but did not purchase product
I have always purchased Delissio from various This brand was a higher price
stores, so this was the first choice at hand. I did not than similar brands 50%
purchase it this time because I had a cheaper
alternative available.
Other brands/products seem to
provide better value 25%
I ended up getting the Hawaiian pizza because I have This brand lacked a product
feature that other brands had 17%
had that before where as with this one I have yet to
tried the flavour and was unsure of how I would have
liked it.
The product packaging looked
unappealing 8%
Packaging included two pizzas in one package...good
Other brands seemed to provide
for the environment. Also, this type of pizza offers 8%
better quality
more natural contents than the others we considered.
A family member dislikes this
brand 8%
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16. The use of photos through mobile, greatly enhanced
consumers’ explanations of their purchase choices.
Considered Product
“Had some at home and we have a small freezer. Had this
pizza been on sale, we may have picked up additional
pizzas.”
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17. Memory Elicitation Techniques uncovered unexpected
purchase influencers.
Considered Product
“Packaging included two pizzas in one package...good for
the environment. Also, this type of pizza offers more natural
contents than the others we considered.”
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18. Mobile helps facilitate enriched learnings about
important trade-offs consumers are willing to make.
Considered Product
“Same brand of pizza but two for one sale convinced us to
buy another type.”
Slide 18

19. Agenda
BrandSpark International
Objectives
Methodology
Findings – Mobile and M.E.T.
Optimizing Future Research
Slide 19

20. Despite the extra step, the integration of mobile and
Memory Elicitation Techniques improved study enjoyment.
Respondent Satisfaction
Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable % - T2B
Mobile 54% 43% 3% 97%
Non-Mobile 29% 59% 9% 88%
Q. How would you describe your experience with the overall study? Please consider all phases.
Slide 20

21. The incremental study length did not negatively impact
engagement. Mobile inclusion increases engagement.
Respondent Agreement - % T2B
Mobile Non-Mobile
I would participate in studies like 97%
this more often 88%
This study was easy to complete
83%
76%
This study was too long
22%
11%
This study was fun
97%
65%
Slide 21

22. Mobile delivered deeper insights than non-mobile methodologies
by leveraging memory elicitation and making it fun.
Average Word Counts: Open Ended Responses
Mobile Non-Mobile
Why did you purchase this 20
300%
product?
5
Why did you consider this 16
100%
product?
8
11 120%
Why did you not buy this product?
5
Slide 22

23. Agenda
BrandSpark International
Objectives
Methodology
Findings – Mobile and M.E.T.
Optimizing Future Research
Slide 23

24. Recommendations for Future Research
Give respondents option to upload study at home
External connectivity issues were a concern.
Limit the number of photos taken
In-store surveys should be quick and should not tax the
respondent
Utilize Mobile Platforms
Mobile respondents are engaged respondents! Use their
level of engagement to drive better insights for your clients.
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25. In closing…
Mobile enhances insights into the path to purchase
Gamify the survey/study to increase respondent engagement
Leverage Memory Elicitation Techniques to gather deeper insights
A seamless mobile + online data collection platform is critical
Slide 25

26. Thank You!
For more information, please contact:
Mark Baltazar
VP, Marketing Effectiveness
BrandSpark International
647-727-4578
MBaltazar@brandspark.com
Tim Hanson
Marketing Research Analyst
BrandSpark International
647-729-3751
THanson@brandspark.com
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