Más contenido relacionado
La actualidad más candente (20)
Similar a Future of Research Richard Ingleton TNS (20)
Más de Kantar TNS Finland (11)
Future of Research Richard Ingleton TNS
- 2. Future of Research
© TNS 2015
A 21st century romance…
The connected
consumer
‘Connected’
research
3
- 3. Future of Research
© TNS 2015
2
Social
3
Data mixing
The 3 ‘technologies’ driving the future of research
1
Mobile
15
- 4. Future of Research
© TNS 2015
Accuracy Granularity Prediction
Speed Data & Marketing
Integration
ROI
Providing 6 key benefits that make research relevant in
a connected world
16
- 6. Future of Research
© TNS 2015
Accuracy: mobile gets us much closer ‘to the
moment’ providing greater accuracy
1 17.6 10.6 14.0
2 7.1 9.1 9.2
3 34.6 30.0 45.9
4 3.8 24.2 0.1
5 1.7 2.5 2.1
6 7.0 9.5 10.7
7 1.2 2.8 0.9
8 1.6 2.4 1.3
9 0.7 1.8 0.5
10 24.7 7.1 15.4
Total 100 100 100
Industry
share
Traditional
survey
Mobile
diary
Brands
What used in the past <time>?
How much/how often/etc.?
‘In the moment’ record
Traditional
Survey 0.49
Mobile
Survey 0.88
R2
18
- 7. Future of Research
© TNS 2015
Accuracy: And when we get closer to the
moment, we can understand decision making
much better
In reality few count at moment of purchase Brand most important “in the moment” of
purchase
Number of influences on purchase
decision
Consumers make decisions quickly
3.8influences
mentioned
per respondent
1.4influences
mentioned
per purchase
The price
Special offer
Well-known brand
Drinks menu
Brand not available
Friends
Try something new
Complement food
Match the occasion
Drinks display
After the event
Recruitment survey
In the moment
mobile diary
Special offers, despite being a major tactical lever,
are not cutting through.
0 20 40 60
19
- 8. Future of Research
© TNS 2015
Accuracy: whilst social actually gives us a far
more accurate and differentiated view on a
brand’s positioning
0
0,1
0,2
0,3
0,4
0,5
0,6
Survey attribute
Social proxy
Brand 1 Brand 2
Correlation with changes in equity
20
- 10. Future of Research
© TNS 2015
Granularity: getting closer to the moment helps
us understand each potential selling ‘occasion’
with a far greater degree of granularity
22
- 11. Future of Research
© TNS 2015
Granularity: and the context around occasions,
as expressed in social, helps us understand
these much better
23
- 12. Future of Research
© TNS 2015
Granularity: whilst social lets us explode each
occasion even further and identify consumer
generated solutions
A mobile diary
identifies a
targetable
moment
Sunday
afternoon
boredom
N=150
cases
One Sunday afternoon of twitter data identifies
many types of boredom across 28,000 tweets
and discusses how to solve it
Movies Reading
Drawing
Snapchat
Homework Selfies
24
- 14. Future of Research
© TNS 2015
1,7
1,8
1,9
2,0
2,1
2,2
2,3
2,4
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
2012 2013
4,0
5,0
6,0
7,0
8,0
9,0
10,0
11,0
12,0
13,0
Actual Predicted
Prediction: with the sheer volume of real-time
data available, we can now create synthetic
measures to model equity and sales
Automotive
Brand
CPG –
Short
Purchas
e Cycle
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
2012 2013
26
- 15. Future of Research
© TNS 2015
Prediction: and is typically predictive 2-4 weeks
ahead of equity movements
Lead time to get the jump on competition
1 2 3 4 5 6 7 8 9 10 11 12
10 10
42
Modelled data from engaged
‘leading indicator’ group
indicates your brand health
will be “10” in X weeks.
2 3 4
Survey responses amongst
mass market measure your
brand health to be “10”.
6
The results of your survey
based tracker tell you your
brand health was “10” three
weeks ago.
9
27
- 17. Future of Research
© TNS 2015
Speed: mobile drives brevity in survey design
enabling automated solutions
week 1 week 2 week 3 week 4
24 hours 4 weeks
Definition Scripting and
field
Data processing Modelling DeliverablesTraditional
concept
testing
Mobile
concept
testing
29
- 18. Future of Research
© TNS 2015
Speed: with results in real-time, shifting the
way we can manage our brands
Business gets real-time reports which
highlight any unexpected changes
Consumer tells us each day what they
eat/buy/see
Hello, you there?
There’s a large uplift
in buzz around Apple
today
30
- 20. Future of Research
© TNS 2015
Media audience Sales
ROI: data integration enables 1-to-1 targeting
and measurement
Survey seed
Buy more
Buy the same
Buy less
38
- 22. Future of Research
© TNS 2015
Go to store
Consumer journeys can differ dramatically based on user profile
Buy
offline
MilestoneOnline touchpoint Offline touchpoint
UK
Low digital
Total no. of
touchpoints used: 3
Visit a store
to narrow
down
selection
Post-purchaseDiscovering PlanningWho Deciding
25-34 year old
buying
baby care
UK
High digital
Total no. of
touchpoints used: 7
Buy
online
Went to
brand website
to check
product
features and
prices
Read expert
reviews
online to
compare
brands and
narrow down
selection
$
Spoke to
friends and
family
Found info in
a brochure to
get ideas and
find out
about brands
25-34 year old
buying
baby care
Search for
information in
store to make
a faster
decision
Spoke to
friends /
family to
check find
about good
deals $
Searched for
information in
store
Spoke to
store staff to
compare
brands and
make faster
decision
Found special
offer, made
final decision
Went to
brand website
Wrote about
the product
on a social
network
Used a search
engine and
wrote about
the product
on a review
site
Check prices
to make final
decision
Spoke to
friends and
family
G1. Steps taken pre-purchase | G2. Touchpoints | G3. Needs met by touchpoints | G5. Post-purchase touchpoints
Base: UK (2)
20
- 23. Future of Research
© TNS 2015
We can then build specific journey profiles for each
customer that can be used for customer engagement
Pre-storeOccasion In store
56%
Relaxing
at home
27%
With food
at home
10%
Leisure out
of home
Brand decisions made pre-store Brand decisions made in-store
73
Touchpoint interaction
Mission Brands bought
29
46
21
Actively research the
category
Saw some advertising
Did not research the
category or see
advertising
27
57
23
8
4
Weekly shop
Fill in
Meal
Specific trip
43
21
15
8
Brand X
Competitor
Competitor
Competitor
Bought on…
59 41
Full price Promotion
Gotostore
Purchase
Shopper journey - Grocery
%
23
- 25. Future of Research
© TNS 2015
How does this all come together? Our vision is for a
more flexible, iterative research architecture
Predictive spine
Social and search
Slimmer survey
Shorter, smarter surveys
Modular deep dives
touchpoint evaluation,
Qual etc.
Situational Equity
Occasions
40
