Modern Market researchHow Social Insights Can Uncover the Consumer Decision Journey

# smwmmrFebruary 20th, 2014

2

YOUR SPEAKERS

Stuart Schwartzapfel@mashwork

Chief Strategy Officer

Kate Sirkin@katesirkin

EVP, Global Research

3

# smwmmr

YOUR HASHTAG

# smwmmr

4

“Modern Market Research”mädern / märkit / rē,serCH

NOUNThe utilization of social media data, and

various technologies designed to access that data, to achieve varying degrees of audience

or market-level insight.

THE TOPIC

# smwmmr

5

Big Data has positive implications for the future of marketing research

Speed & AcceSSibility

HISTORICAL CONTEXT

API INTegrATIoN

InstantscalabIlIty

COST EFFECTIVENESS

ACCURACY

DATA TRANSPARENCY

RAW AUDIENCE

TRUTH

CONSUMER FIRST

# smwmmr

6

But it doesn’t erase 90+ years of research wisdom and industry best practices

Media consuMption

Consumer segmentation

Audience deep dives

BEHAVIOR ANALYSIS

PERCEPTION TRACKING

Buzz Tracking

Competitive audits

CONSUMER SENTIMENT In-market

Intent

Crisis Mitigation/Management Community Managem

ent Monitori n g Strategy Social Focus Groups Upfront Media Planning Campaign E�ectiveness

Paid

Soci

al S

trat

egy

Cont

ent C

reat

ion

In

�uen

cer M

anagement

CorporateCommunications

CustomerService

ProductDevelopment

Sales &Marketing

Brand Marketing/Advertising

Market Research

SOCIALINSIGHT

# smwmmr

7

There are broad use cases in applying social insight to important business decisions

# smwmmr

8

The Social Decision Journey

# smwmmr

9

A funny thing happened on the way to the pitch

# smwmmr

10

The Journey is a new take on an old theme

# smwmmr

11

It’s not like this:

# smwmmr

12

It’s like this:

1% Detract

2% Sabotage

4% Purchase Satisfaction

4% Loyalty

1% Advocacy

20% Awareness & Opinion

29% Consideration

13% Intent to Purchase

6% Act of

Purchase

19% Declaration of Purchase

# smwmmr

13

Or this:

# smwmmr

14

Tales From the Road

TIRES

INFORMATION TECHNOLOGY

CELL PHONESCONSUMER ELECTRONICS

MOBILE CARRIERS AUTOMOTIVE

# smwmmr

15

People don’t always talk the way you want them to

“I’m in the awareness phase currently, headed into

consideration next week.”•

“I wish automakers would release more safety content on

their Facebook page.”

“Check out my new ride!”•

“Thinking about buying this 2011 Dodge Charger or 2009 Mercedes Benz 550.

#LuxuryOrSpeed”

LESS LIKE THIS

MORE LIKE THIS

# smwmmr

16

It doesn’t always look like a funnel

# smwmmr

17

Pre During Post

Journeys tend to be cyclical or seasonal

November

20%

December January February

25%

30%

35%

40%

# smwmmr

18

Platforms vary in the utility they provide to shoppers

# smwmmr

19

Brands aren’t always discussed along the journey

For winter tires, more than 80% of all conversation was unbranded.

BRAND?

# smwmmr

20

In-the-Moment declarations are a BIG deal

Every day, 7,500 people are either explicitly or implicitly checking into a car dealership.

# smwmmr

21

Conversation can correlate

DURING PURCHASE CONVERSATIONUNIT SALES

DEC

= Shared Peaks

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV

9%

8%

7%

6%

# smwmmr

22

Bad customer service can rapidly lead to detraction

Becoming Angry

Becoming Frustrated

Initial Difficulties

B2B

53%

B2C

48%

30% 34%

17% 21%

CUSTOMER SERVICE ISSUES

“Having worked with the MIPS ISA a fair amount I despise the

branch delay slot but most ISAs have their own ‘fun’ quirks.”

“I am facing a database problem.... when i want to login to my site administration...but it

shows the error below...

“I need help. We have an open case thats not being handled.

Support won’t call us back. #help #fail””

adnanchamkani – cnet.com

fierydemise – anandtech.com

@Dean_Cooper

# smwmmr

23

Journeys are frequently hitched to one another

“On a Prius, I like the Bridgestone Ecopia much better than the Goodyear FuelMax.

They are more quiet.”

“Wtf wrong with my iPad.....Ughhh!! Sprint get it

together!!”

“The new Droid phones are dope but I hate their

marketing now and Verizon is shoddy when it comes to

software updates.”

msirach, cleanmpg.com@MsMekaRedd @KPagelsgreat

# smwmmr

24

Where do we go from here?

AGILE CONTENT A MUST

SOCIAL AS IN-MARKET TOOL

MOVING SOCIAL FROM

INSIGHT TO ANALYTICS

# smwmmr

THANK YOU