A Plethora of data sources and
being agnostic to data
Both Qual or Quant techniques
Data scientists, Psychologists, Story
tellers and Ethnographers
Issues that support business results
3
Paradigm Shift in Recent Years
to include to modify to embrace to answer
From single data source
Digital research has become the chosen
medium
Researchers have changed
Certainty and technical correctness
Quantitative Research Spend(Mobile, Online Panels, F2F, CATI etc)
Qualitative ResearchSpend(FGDs, In-depth, Ethnography etc)
The Third Dimension(Neuro, IoT, Virtual reality, Facial coding, Big Data etc)
Research Industry is Diversifying
4
https://www.statista.com/statistics/491127/ (2015)
70%
16%
14%
The Third Dimension has numerous methodologies where data collected is not restricted to
the Market research domain
5
Crucial Questions
Do we have the right tools & skills to understand the consumer in today’s digital world?
How can we understand consumers in this complex environment?
Co
nsu
me
r R
eac
h
7
The Evolution of Consumer Digital Touch-points
0.3% 0.5%2%
10%
18%
55%
92%
Approximate numbers based on internet penetration
Passive data collection
Radio & TV Measurements
Mobile research
Smart phone based research
PC based online research is born
CATI is born
Beginning of Internet
ATM & Telephone
banking
PC is launched by
IBM
Social & Others
Viewershipdata
Q & A Data Text
Q & A Data Text
PassiveTelemetry
Image/Video
GeoLocation
Web visits
Health Data
Professionals Students
When, How, Where do we Reach Consumers?
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RightTime
RightLocation
RightChannel
Opportunity in the Abundance of Apps
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Information generated through Borderless Access Panels
AVERAGE # of APPS ON DEVICE
95UNIQUE INTERACTIONS IN A DAY
WITH THE WEB
102AVERAGE # of APPS USED IN A DAY
39
92 mins 22 mins
25 mins 12 mins
Snapchat
Messenger
Research methodology
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MarketsAustralia and India
10 minutes online survey
5 days Whatsapp based
continuous engagement
Attitudinal data to understand:
Contemplation Decision Purchase Evaluation
• N=100
• Target group=Gen-pop, 18-64, purchased a personal computer in last 6 months or intends to purchase in the next 6 months
• N=12 (subset of respondents from quant survey)
• Gen-pop, 18-64, purchased a personal computer in last 6 months or intends to purchase in the next 6
Quant Qual
Retail store Company website
Search engines on laptop/desktop
Search engines on smartphone/tablet
Australia and India
1
1
2
2
3
3
Good value for money Price
Brand I trustFeatures such as processor
speed, capacity
Australia and India
1
1
3
32
2
Retail store Online shopping site
Company website
Australia and India
Family/friends Review on online shopping site
Social media Review on company website
Australia and India
Retail store Word of mouth Company website
Newspaper/Magazine advertisements
TV commercials Mobile ad/Digital ad
Australia
India
Quantitative Survey Findings
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Awareness sources
Place of purchase
Information sourced from.. Factors considered for purchase
Purchase experience shared with…
Top 3 India Top 3 Australia
SatisfiedFamily/friends
Where : Retail store / Why : Price
1. Retail store 2. Family/friends 3. Company website
1. Print commercials 2. TV commercials 3. Mobile/Digital ad
Where : Retail store / Why : Price1.Good value for money
2.Price
1.Good value for money 2.Features such as processor speed, capacity
SatisfiedSocial Media
Path to Purchase: as per the quant findings
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Contemplate Decide Purchase Evaluate
• Product pictures were shared in abundance. Even images of potential purchase was shared.
• Easy to understand brand preference and trends
Path to Purchase: Whatsapp Study(India + AU)
Insights generated from the text and media responses revealed granular details
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• Easy to understand brand preference and trends
• Product pictures were shared in abundance. Even images of potential purchase was shared.
• Easy to understand brand preference and trends
Path to Purchase: Whatsapp Study(India + AU)
Insights generated from the text and media responses revealed granular details
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• Easy to understand brand preference and trends
• Actual product reviews and specific channels were highlighted
• Purchase influencers revealed. Gold mine for marketers
Path to Purchase: Whatsapp Study(India + AU)
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• Purchase influencers revealed. Gold mine for marketers
Insights generated from the text and media responses revealed granular details
• Actual product reviews and specific channels were highlighted
• Purchase influencers revealed. Gold mine for marketers
Path to Purchase: Whatsapp Study(India + AU)
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• Purchase influencers revealed. Gold mine for marketers
Insights generated from the text and media responses revealed granular details
• Over 70% shared product features in detail, along with key drivers of purchase
Path to Purchase: Whatsapp Study(India + AU)
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Insights generated from the text and media responses revealed granular details
• Over 70% shared product features in detail, along with key drivers of purchase
Path to Purchase: Whatsapp Study(India + AU)
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Insights generated from the text and media responses revealed granular details
• Qual findings support offline buying in AU and India
• Avenues for advertisement?
Path to Purchase: Whatsapp Study(India + AU)
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• Retail still a strong medium for marketing & advertising. Can companies do more ?
Insights generated from the text and media responses revealed granular details
Path to Purchase: The Journey
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Contemplate Decide Purchase Evaluate
Where : Retail store / Why : Price1. Print commercials 2. TV commercials
3. Mobile/Digital ad1.Good value for money 2.Features
such as processor speed, capacitySatisfied
Social Media
Path to Purchase: The Journey
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Contemplate Decide Purchase Evaluate
Where : Retail store / Why : Price1. Print commercials 2. TV commercials
3. Mobile/Digital ad1.Good value for money 2.Features
such as processor speed, capacitySatisfied
Social Media
Path to Purchase: The Journey
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Contemplate Decide Purchase Evaluate
Where : Retail store / Why : Price1. Print commercials 2. TV commercials
3. Mobile/Digital ad1.Good value for money 2.Features
such as processor speed, capacitySatisfied
Social Media
Path to Purchase: The Journey
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Contemplate Decide Purchase Evaluate
Where : Retail store / Why : Price1. Print commercials 2. TV commercials
3. Mobile/Digital ad1.Good value for money 2.Features
such as processor speed, capacitySatisfied
Social Media
Crucial questions - Answers
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How can we understand consumers in this complex
environment?
Do we have the right tools & skills to
understand the consumer in today’s digital world?
Reach consumers via right channels at the
right place & time when they are engaged
Adopt hybrid methods of data collection
Adopt new technologies faster
Leverage passive behavioral data where
possible
Synthesize MR data with non-MR data
More Actionable
Perspectives on Hybrid Research
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Faster + Deeper + Integr =
Needs a new mindset
CuriosityOpen mind to methodologies
Analytics
Data sourcesStory telling skills
ated
The Path of Discovery…
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Survey
… Starts NowPassive
Data
LocationData
ImageData
QualData
VoiceData
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Ruchika Gupta Sunita Venkataraman