- YouGov is a global market research firm focused on providing continuous, real-time access to consumers through online panels - The market research industry is shifting from annual large surveys to continuous, iterative, mobile research involving smaller samples - This allows tracking of brand metrics like awareness, sentiment, and purchase intent on a daily basis and seeing immediate impact of marketing campaigns - Case studies show how this approach has provided actionable insights for clients in industries like pharmaceuticals and consumer goods

1. Market Research for the Real World
Colin Marson
Co-CEO AsiaPac
YouGov

2. Market
research
is
too
painful
• Too
complex
• Too
expensive
• Too
slow

3. …for
consumers
as
well,
it
can
be
challenging

4. YouGov
is
a
UK
listed
global
online
and
mobile
insights
leader
focused
on
providing
‘on-­‐tap’
access
to
consumers
YouGov
America
YouGov
UK
YouGov
Germany, France
and Central
Europe
YouGov
Arab Peninsula
Office Locations
YouGov Panels
Partner Panels
KEY
YouGov
Asia Pacific
YouGov
North Africa

5. There
are
several
key
shiCs
happening
in
the
world
of
market
research…
Annual,
quarterly
or
campaign
specific
tracking
replaced
by
conGnuous
daily
tracking
“The
Whopper”
studies
replaced
by
bite-­‐sized,
iteraGve
and
nimble
research
Face-­‐to-­‐face,
then
online,
now
mobile
and
mulG-­‐modal

6. The
shiC
to
conGnuous
brand
level
tracking
of
the
enGre
purchase
funnel
Awareness
Brand
Engagement
Product
Discovery
Purchase
ConsideraGon
Purchase
Intent
Loyalty
Aided
Brand
Awareness
AdverGsing
Awareness
Buzz
Purchase
ConsideraGon
Purchase
Intent
Customer
Status
SaGsfacGon
Recommend
ReputaGon
Word
of
Mouth
Quality
Value
Impression

7. Horse
meat
makes
for
a
good
story…
7
Summary:
• Tesco’s Buzz scores
dropped roughly 42
points between 12th
January and 4th
March during the
horse meat scandal
at the start of 2013

8. 8
Summary:
• Tesco’s Index scores
also dropped by
nearly 12 points
between 13th
January and 15th
March
• Tesco’s Index score
has still not returned
to the level it was at
before the crisis
Value
scores
for
Tesco
declined
by
6.8
points
in
four
months
aCer
it
was
revealed
that
some
of
their
products
contained
horse
meat
Summary:
• Respondents had
a fairly positive
Value perception
of Tesco before
the horse meat
scandal first came
to light on 15th
January 2013
…but
does
it
actually
maer?

9. Cross-­‐country
brand
comparisons
can
highlight
significant
similariGes
or
differences
in
consumer
a_tudes
9

10. Campaign
1
Campaign
2
Summary:
• Client ran 3 campaigns
during 1H 2013
• Each campaign
increases Buzz, but
Campaign 1 has a more
lasting impact
• Campaign 2 maintains
but does not further
elevate Buzz beyond the
following two weeks
Campaign
3
3 week moving average
Overlaying
campaigns
with
daily
tracking
scores
can
let
you
know
which
campaigns
sustain
their
impact,
and
which
fade
10

11. Summary:
• In July 2009 Air France
had a significant air
craft event
• Although it took some
time, their brand was
able to recover in key
markets
• Looking at their
experience in detail
can provide insight
and comparable
data for other airlines
facing similar
challenges
Looking
at
historical
data
on
companies
that
have
faced
similar
challenges
can
also
assist
in
formulaGng
communicaGon
strategies
and
tracking
brand
recovery
progress
11

12. Not
only
marketers,
but
also
financial
analysts
and
the
media
are
shiCing
to
this
type
of
data
12

13. Bite-­‐sized
becoming
mighGer
than
the
whopper…

14. Previous
approach
to
research:
company
conducted
one
large
survey
every
2
years
Company
then
embraced
a
nimble,
interacGve
approach
with
great
success…
From
whoppers
to
bite-­‐sized
Pharma
company
in
APAC
embracing
this
shiC
Survey
1:
iden<fica<on
of
a
large
untapped
opportunity
Survey
2:
defini<on
of
high
priority
sub-­‐
segments
and
their
needs
Survey
3:
craBing
and
tes<ng
key
communica<on
channels
and
messaging
RESULT:
approach
helped
highlight
considerable
untapped
consumer
potenGal
for
their
drug
and
helped
craC
a
robust
strategy
for
capturing
that
market

15. The
shiC
to
mulG-­‐modal
and
mobile…

16. Point-­‐in-­‐Time
Consumer
Access
Mobile
using
Gme-­‐sliced
survey
launches
to
unlock
the
morning
coffee
drinking
experience
7:15AM
Double shot Americano
Between gym & office
10:30AM
Small skimmed capuccino
Meeting friends in town
Context
Mobile
unlocking
an
important
research
occasion:
gathering
data
at
specific
points
in
<me
(eg
when
they
experience
a
brand,
in
a
specific
day,
during
TV
show,
etc.)
Mobile
uniquely-­‐placed
&
capable:
-­‐ Time-­‐based
surveys
&
recruitment
-­‐ Rapid
response
<mes
of
mobile
-­‐ Convenient
and
simple
Example
• A
major
instant
beverage
brand
in
China
• Inves<ga<ng
‘<me
of
day’
consump<on
behaviour
(eg
brand/category
preferences)
• Rapid,
direct
access
to
sample
during/
just
aBer
consump<on

17. Flavour A
Flavour B
Flavour C
Flavour D
Flavour E
Flavour F
Flavour G
Flavour H
LocaGon-­‐based
Research:
Simple
targeGng
via
mobile
for
frozen
pizza
in
China
• ObjecGve:
gauging
consumer
response
as
a
key
product
line
approaches
full
launch
• Time-­‐based
point-­‐of-­‐consump<on
data
• Field
tas<ngs
in
mul<ple
loca<ons
across
Shanghai
(eg
hypermarkets,
‘promo
bus’
loca<ons)
• Loca<on-­‐based
promo<on
awareness
tes<ng
• Impact:
Rich
data
gathered
including
awareness,
flavour
preferences,
purchase
occasions,
op<mal
distribu<on
and
promo<onal
awareness.
Ul<mately
helping
streamline
decision
to
keep
top
2
pizza
varie<es
in
tas<ng
and
stay
on
the
shelf

18. What’s
the
story
behind
the
name?
18
18
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far
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