powerpoint presentation · audience profiling. @jillney the offer. @jillney example. results • 11...
TRANSCRIPT
@cmfwood @TheLeith
Put more time into thinking and less time into writing.
Chris Watson
Consumer insight, personalisation and the
futureRichard Nicholls, Future Foundation
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1Science Meets Creativity – thinking about
the future consumer landscape
2 Spotlight on Personalisation
3 Consumer trends for today
4 Q&A
Agenda
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Science Meets
Creativity
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INSERT IMAGE
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SCIENCE
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MEETS
CREATIVITY
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Data! Several waves of
proprietary quant research every
year. 100s of other data sources.
250+ trendspotters &
global network of experts
Thousands of trend
manifestations – trends in action from around the
world
Forecasts, advanced
quantitative analysis and trend
trajectories
Conceptualising the future:
contextual drivers; established
trends; emerging trends
WHAT DOES SCIENCE
MEETS CREATIVITY
MEAN?
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Q U AN T I TAT I V E F O R E C AS T S , AD VA N C E D D ATA AN A LY S I S , F U T U R E T I M E L I N E S , C O N C E P T U AL F O R E C AS T S . . .
Scientific and creative forecastingA rich mix of robust quant analysis, innovative forecasting and creative visioning
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RISKGAMIFICATION BIG DATAENVIRONMENT
FAMILYHEALTH &
WELLBEING
LOCALISM
LOYALTY
We take a broad view across all sectors and all aspects of consumers’ lives
WEALTHMEDIA USAGERECOGNITION,
VALIDATION
ARTIFICIAL
INTELLIGENCE
Content Everywhere
ASPIRATIONS
LEISURE
PRIVACY
SOCIAL MEDIA
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What are the key trends shaping DC Thomson’s consumers in the medium term future?
Three workshops (with different audiences) throughout the day
Case study: trends for DC Thomson
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What are the key trends shaping DC Thomson’s consumers in the medium term future?
Three workshops (with different audiences) throughout the day
Structural drivers (economic, technological, demographic)
Trends presentation – pre-selected trends from our bank of 100+ with quantitative evidence, real-world examples and tailored implications
Trend rating exercise – which are the most important of these trends (in terms of medium term impact)?
Brainstorming exercises – what are the implications?
Case study: trends for DC Thomson
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Case study: trends for DC Thomson
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Spotlight on
Personalisation
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Personalisation enters all areas of life…
and the breadth of innovation is expanding.
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Personalisation: key questions
What is the public’s opinion of personalisation?
What do consumer concerns reveal?
Does it really matter?
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Where we are today
I have customised a product myself after
having bought it I am interested
in doing so
40%
28%
Total Gen Y
30%
21%
Total Gen Y
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NIKEiD: mostly positive buzz
Just customized my own nikeid shoes
and I'm in love with them, cant wait to
get them !!
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NIKEiD: mostly positive buzz
I swear @nikeid is a trap. It's so
addicting to design your own shoes. I
want more of them!
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NIKEiD: mostly positive buzz
i just bought two new pairs of
NIKEiD running shoes, can't wait to
show them off!
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NIKEiD: the limitations
Ugh the struggle I can't even
customize my damn shoes on NikeiD
It's too hard lmao.
“It was really fun, but I never ended up
buying them, because they were
too expensive”
Trendspotter, Germany
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Price“I think the product
would come at a higher cost”
Ireland
Control“It would be hard to choose which
one to go for”
UK
Returns“I’m concerned about returns
and exchanges”
US
Delays“These services make for longer delivery times”
France
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“I use loyalty cards when shopping for groceries”
70% “Supermarket loyalty card schemes provide
me with genuinely useful benefits”
72%
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“When shopping for groceries I would like it if loyalty discount offers related more directly to my own tastes”
“The more sophisticated they are, the better the relevancy of their offers are. But how ‘big brother’ are they?”
Trendspotter, Ireland
74%of loyalty
card users
4343
Loyalty schemes
26,000 related tweets in 2 years
B I G D A T AA N A L Y S I S
40 related to privacy
People hate on Tesco Clubcard, but I just got a 3TB external HDD for £40 using Clubcard Boost points. Bollocks toprivacy!
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I think that recommending items on social media should be
rewarded with discounts
41%
I am prepared to share my social media activity for
relevant marketing
7%
45Source: nVision’s Social Media Analysis/Crimson Hexagon, Worldwide (English speakers), 2015
Complaints, annoyances:Three reasons
Wrong suggestion
Inability to control
Other people using
my account
“Someone watched a terrible movie on the
Netflix account I use, now all of the
recommendations are awful.
#FirstWorldProblems”
“What to do when you wanna watch garbage TV
on Netflix but you don't want it to mess up your
suggestions. Hmmm”
“I hate when I buy something
stupid on Amazon and it ruins
my suggestions”
“I want that hour and a half back.
Rubbish film. Netflix you have
disappointed me with your
recommendation”
“Disappointed that Netflix's top
suggestion in the Kids Women's Power
section is Barbie : Life in the
Dreamhouse”
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A preference for advertisements which reflect personal tastes?
27% 2 in 5 adults not prepared to share
any personal information
4747
60% interested in some sort of personalised service, not including discounts,
in exchange for their data
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What makes the difference?
I am prepared to share my current
location for relevant
marketing
21%34%
I am interested in service that identifies
my location and suggests new leisure
options nearby
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Would you like a company giving nutritional advice targeted on you personally?
I would find it weird to get such personalised
recommendations. However, as a vegetarian I do keep an eye on the
way I eat and it would be good to know whether
I should adapt.
Trendspotter, France
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What if we’re not in control?
I am interested in an in-car service that
communicates to my insurer details of my
driving habits 37%
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Personalisation: questions and answers
What is the public’s opinion of personalisation?
What do consumer concerns reveal?
Does it really matter?
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Personalisation: questions and answers
Consumers are cautious & conflicted
Subtlety and semantics can tip the scales
Does it really matter? Yes, for today
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Consumer
trends for today
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Trends and Personalisation
Surprise Me! Making it Mine Maximising
Society of Sobriety Casual Connectivity Narrative Data
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KLM’s “how happiness spreads” campaign
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5656
5757
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Choose Bread
BUILD A BURGER
Choose Extras
Choose Meat
Share Biometric Info
Share diet detailsOn no-carbs diet
Suggest bread
alternative
Need high protein,
low fat: suggest
turkey
Low on iron:
include spinach as
topping
Has been doing it
for 8 daysORDER FOODORDER FOOD
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5959
6060
Insight Driven Market Planning
– A Public Sector Perspective
21st May 2015 by Chris Greenwood, Senior Tourism Insight Manager
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Who are VisitScotland?
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Brand Scotland
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The Insight Team
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ResearchTrends
Analysis
Consumer
CRM
Digital Analytics
TEAM PURPOSE
Maximising the visitor economy by informing and guiding
development of robust, forward-looking and measureable strategies
Outcomes
- Strategic decision making enabled
- Businesses, stakeholders and partners supported
- Corporate reputation enhanced
Todays Focus for VS Insight
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Building and exploiting our knowledge of consumers
VISITSCOTLAND MARKETING PURPOSE
Maximising the economic benefit of delivering against
identified consumer needs
Enabling / Enhancing the customer journey
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DREAM LOOK BOOK
VISIT SHARE
All stages involve VisitScotland touchpoints
Ever Changing Context
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Top global tourism markets
2005
• Germany
• USA
• UK
• France
• Japan
• Italy
• China
• Canada
• Russia
• Netherlands
Top global tourism markets
2012
• China
• USA
• Germany
• UK
• Russia
• France
• Canada
• Japan
• Australia
• Italy
Ever Changing Context
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In conclusion…
• Understanding consumers…more
• Multi-Modal Approach
• Dynamic Communication
• Adaptation
• Enjoy! 72
Social Customer Insight in the
Marketing Planning Process
Dr Jillian Ney
Disruptive Insight
May 2015
@jillney
Disruptive Insight
@jillney
Behavioural Science
@jillney
Practical Example
@jillney
Collaboration
@jillney
Case Study: SSE Hydro and SSE Arena
Surprise and Delight
@jillney
Audience Profiling
@jillney
The Offer
@jillney
Example
Results• 11 shows over 7 days
• In excess of 1 million impressions
• 250k reach
• 249 active re-engagements with content
• 95% accepted Surprise and Delight offer
• 43% of winners continued conversation
with SSE
• 16.6% of conversations from winners gave
recognition to #SSEReward
@jillney
Other Projects
