digital innovation, robert madas (gfk), lote 2011
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Tools for Growth – Digital Innovation at GfK Research Methods in the Area of “New Digital”
Robert Madas – GfK AustriaApril 2011
GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
1 Mechanics of the Digital World • Background and GfK Solutions
2 GfKExposureEffects.dx• Measures the effectiveness of communications exposure
3 GfKMarketObsurvey.dx• Helps understand the digital landscape and the
opportunities within
Theagenda
4 GfKSocioLog.dx• Digital qualitative methodologies
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
1 Mechanics of the Digital World Background and GfK Solutions
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Desk research GfK Austria
Internet User in Europe 2010
Adult population in percent
Internet-users in Europe 2010
Malta
USA: 75
65
RU 32
30
20
41
36
83
90
73
8076 86
60
67
7677
41
69
71
69
84
59
1652
31
34
58
3446
54
52
48
55
49
49
59
36
32 21
10
72
KZ 35
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Desk research GfK Austria
81
88
77
87
93
95
92
84
78
76
94
86
89
83
88
84
Mobile Phone Users in selected CEE countries (2010, Adult population in percent)
80
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Implications of the “New Normal”:New “Pathways to Purchase”
Online
FlyersDirect Mail
mobilePhon
e
POS
Word of
Mouth
TVRadio
More Touch Points: personalized and tailored depending on product category
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Who Owns The Communication About My Brands/Products?
Brand
Con-sumer
Con-sumer
Con-sumer
Con-sumer
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Con-sumer
Con-sumer
Con-sumer
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Con-sumer
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Indep. Media
In the past:
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Who Owns The Communication About My Brands/Products?
Brand
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
Con-sumer
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Con-sumer
Con-sumer
Indep. Media
Now:
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Digital is Changing Consumers’ lives
shop
communicate
gather informationengage
interact
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Research into new digital
markets and lifestyles
What we mean by Digital in a Research Context
Digitally enabled research
techniques
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Our Approach
Research into new digital
markets and lifestyles
Digitally enabled research
techniques
High Quality GfK
Solutions
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
The .dx umbrella brand
“digital experience”:
continuously growing and fully integrated range of digitally enabled tools
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Examples of .dx products
► GfKExposureEffects.dx • nurago product that measures the effectiveness of
communications exposure
► GfKMarketObsurvey.dx
• nurago product that helps understanding the digital landscape and the opportunities within
► GfKSocioLog.dx • digital qualitative methodologies
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
2 GfKExposureEffects.dxMeasures the effectivenessof communications exposure
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Ad Effectiveness ResearchConducting interviews with respondents (test-/control group).
• Does your campaign really change people's brand perception
Ad Efficiency ResearchStructure Data of panellists with campaign contact.
• Does your campaign really reach the required target group?
What can we find out?
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
1. Access-panellists: previously flagged with a Cookie
2. A pixel is integrated into every ad format used in a campaign
Every ad contact of every panellist recorded (site, placement and frequency)
3. Panellists are invited to take part in a survey (exposed + unexposed).
4. Control & test group responses are compared to evaluate the effectiveness.
How does it work?
2
Control group
3
During the campaign Test group
1
4
Analysis
survey
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
• Media owner independent - neutral evaluation of campaign
• Pre-screening of panellists to focus on specific target audiences
• Long term/trend studies possible (re-contact)
• Enrichment with structural data (panel profile)
The Advantages
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Case Study "Netbook"
Study Profile
Aim Ad Effectiveness & Efficiency TestingCampaign Goals: Raise awareness of the brand’s netbook offering Increase likelihood to purchase in target group (males, aged 25-44)
Methodology
Panel Tracking with branding survey Control/test group: 800 participants (50/50 split)
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Case Study "Netbook“: Overall brand awareness
Question: “Which netbook brands have you ever heard of?” Free feedbackn= 800
Overall Brand Awareness for Brand A has increased by 5% through campaign exposure.
Control Test
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Control Test
Case Study "Netbook“: Gender split
Question: “Which of the following netbook brands have you ever heard of?“control group: n= 400; test group: n= 400
Aided Brand Recall increased most within the female audience. – NOT the target market
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study „Netbook“: Success in reaching the required target group by site
Website A: Sports Magazine Website
Website B: General Interest Portal, Lifestyle
N = 82
N = 123
Website C: Technology review website
Website D: Email portal
N = 82
N = 123
Target group defined as 25-44, predominantly (but not exclusively) male, well educated and high internet users
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
3 GfKMarketObsurvey.dxHelps understand the digital landscape and the opportunities within
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Online Behavior Monitoring
Behaviors Online
Optimize Digital Marketing Decision
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Online Behavior Monitoring: How it Works
1.Natural web surfing with minimal bias
Behavior of target market captured and combined with surveys
2. Behavioural and survey insights elements
3. Ability to focus on key sights or sights of interest
Invitations to qualified
opt-in panelists
Behavior
Reasons & impact
Normal internet use for X weeks—then key sights flagged for some pop up
surveys
Complete survey
when exit site
website
website
website
Analysis
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Case Study “Mobile phone purchase”: uncover the influence of online and offline touchpoints on purchase decisions
Planned purchase
Actual purchaseHotlineMagazines/
Newspapers Internet
StoreTV / radio Friends/family
Contact with touchpoints
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Qualitative Follow-up
to understand touchpoints
trustworthiness and role within the purchase decision
Pilot study in Germany: Survey design and flow
Recruitmentof panelists currently
considering to purchase a new
mobile phone and/or plan
Software-download to install LEOtrace®
Browser-Add-On
Initial surveyto understand status of purchase process and relevance of purchase criteria looking forward
Internet monitoringto continuously
measure actual online behavior
Intercept surveysto evaluate
preselected online touchpoints in
real-time
Final surveyto understand status of purchase process
and evaluate touchpoints looking
back
Phase 1:1 week
Phase 2:2 weeks
Phase 3:4 weeks
Phase 4:2 weeks
INITIAL
FINAL
INTERCEPT
RECRUITMENT
MONITORING
Phase 5:3 days
QUALFOLLOW-
UP
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
“Paul” Male 30 years Full-time employment 1,500 € - 2,000 € monthly income
Case study: “Paul” plans to purchase a Motorola phone and wants to remain with his current operator
Current situation Planned purchase
Basic phone, i.e. no smartphone
Very satisfied with device
Postpaid flat rate
Satisfied with operator
Already decided on brand:
Just waiting for the end of current contract, considers or
Wants to ask friends/family for advice
Considers same plan as he currently uses
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
“Paul” interacted with three different touchpoint categories, combining online and offline channels
Planned purchase
Actual purchase
Contact with touchpoints
HotlineMagazines/Newspapers Internet
StoreTV / radio Friends/family
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
“Paul” used the internet quite extensively visiting 10 different relevant websites mainly focusing on operator websites
28 days online
81 online sessions
65 hours online
5,868 Page impressions (PIs)
48 minutes/72 PIs per session
34 relevant* online sessions
10 different relevant* websites/domains
30 minutes per relevant* domain
24 PIs per relevant* domain
Total internet usage within the 4 weeks of monitoring
11 visits (44 min)
8 visits (26 min)
8 visits (17 min)
7 visits (10 min)
4 visits (7 min)
3 visits (13 min)
1 visit (3 min)
42 visits on operator websites
2 hours
134 Page impressions (PIs)
17 minutes per website/domain
19 PIs per domain
* 58 websites preselected as relevant for the topic (e.g. operator sites, mobile phone manufacturer sites etc.); Intercept surveys were conducted after visit of these sites1
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
For instance, on August 10th “Paul” compared offers on different websites – and he “discovered” the iPhone
August 10th
19:03 base.de http://www.base.de/index.jsf
19:03 base.dehttp://www.base.de/handys/iphone.jsf;jsessionid=F341D69B5BBE46FFFD83F67E7E13E819
19:05 o2online.de http://www.o2online.de/nw/handys/handys.html
19:06 shop.vodafone.de
http://shop.vodafone.de/Shop/browseLanding.jsp?shopid=200&id=cat463273&cmsId=privat-handys-tarife&menuKey=1020
19:07 eplus.de http://www.eplus.de/Default.asp
19:07 eplus.de http://www.eplus.de/Handys/
19:07 o2online.de http://www.o2online.de/nw/handys/handys.html
19:07 o2online.de http://www.o2online.de/nw/tarife/tarife.html
Session break
20:35 base.de http://www.base.de/index.jsf
20:35 base.de http://www.base.de/fuer-kunden/freunde-werben.jsf2
20:35 base.de http://www.base.de/index.jsf
20:35 base.dehttp://www.base.de/handys/handy_detail.jsf?geraeteId=1308&tarifId=452&WT.ac=pk/start/ADAC/A/
20:36 base.de http://www.base.de/handys/iphone.jsf
Noticed iPhone offer from his current operator
Switched to O2’s mobile phone offers
After 1 min looked up Vodafone’s devices and plan bundles
Within a few seconds includede-plus in his search
Back to O2’s offers and started to look up plans
Search ended where it started: iPhone offer from Base
Surf diary on URL level
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Purchase decision Rated difficult Purchased over the Internet
Finally, “Paul” purchased an iPhone instead of a Motorola phone and he switched operator and pay-plan
Planned purchase Actual purchase
Mobile phone brand:
Operator: or
Plan: same as he initially used, i.e. Postpaid flat rate
Mobile phone brand:
Operator:
Plan: Postpaid pay-per-use
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
4 GfKSocioLog.dxDigital qualitative methodologies
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
GfKSocioLog.dx: Digitale Qualitative Research
Digital qualitative Co-creationBulletin boards
Online communities
User experience
Web harvesting / mining
Integrated mobile/online diaries
GfKSocioLog.dx covers a wide spectrum of topics
It works in less developed markets as well!
High internet and mobile phone penetration in many target groups
• In some senses, traditional focus group participants are naked! They are missing some vital parts of themselves (their smartphones, cameras, computers, social networks)
Digital qualitative helps us reach the whole person
Discussion forums
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Digital QualitativeExample: Online qualitative platforms
• Use online qualitative research software built for today's social media culture.
• Create Bulletin Boards & Blogs • Create DelphiBlogs• Create diaries• Assign photo exercises• Ask questions (and probe on
responses)• Present stimuli• Engage participants in group
discussions
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Online Platform: Tool for digital qual research
A flexible online platform that can enable a wide range of online methodologies
Diaries BlogsOnline
Communities
Depth interviews
Group discussions
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
A qual 2.0 iPhone appIntegrated PC & iPhone platform
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
The Benefits of GfKSocioLog.dx
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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011
Robert Madas
Key Account Manager Technology
GfK Austria