will goodhand & richard davies
TRANSCRIPT
#agileinsights
© TNS 2015
The future of research
#agileinsights
© TNS 2015
In a changing world agility is a pre-requisite for marketers
More empowered consumers, in
an instantaneous, always on world
Increased pressure
on margins
More complexity, more competition,
lower barriers to entry
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And all of this in the context of an uncertain
economic outlook
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And this challenge is all the more acute in the auto industry
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In design
In sales channels
In launch strategies/comms
In business models
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There is a vital role for researchers – but we must be much more agile
Faster answers
Finding growth in specific moments
of opportunity
Predictive measures
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As an industryhow agile are we currently?
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There seems to be too much of a retrospective focus, and by the time we get the data it seems to be too late to act
We’ve had a go at using Social Media as an added diagnostic to our tracker but there’s no relation between datasets
We’ve forgotten why we ask many questions, someone once insisted on adding them
As an industry how agile are we currently?
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Essential for true AGILITY
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Bettersurveys
Betteruse of tech
Better use of social media
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Surveys: Response rates are declining fast
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5.0 5.0 5.0 5.05.0 5.0 5.0 5.0
Total respondents
18-34 year olds
19.8
12.8
9.1
7.0
10.4
5.6
3.42.5
2012 2013 2014 2015
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Surveys: Remove the redundant
Respondent fatigue
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Surveys: We must design for mobile
50% of panellists sign up
by mobile/tablet
87% of connected devices
will be smartphones or tablets by 2017
If not optimised they drop out
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Mobile also gets survey into the
moment for greater precision and accuracy
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Case study 1Predictive capability of social media
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Social media. From volumetrics to genuine insight
Brand equity
8.0
6.1
3.0
8.2
6.2
3.1Survey
Social
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Can we model Survey KPIs from social media data?
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from asking ….to listening
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With new data sources we need to move from the superficial to the sophisticated
Cleaning Intelligent Analytics
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Successfully achieving brand equity read from social
Brand equity
8.0
6.1
3.0
8.2
6.2
3.1Survey
Social
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An approach validated across time, categories and markets
Survey
Social
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Automotive Brand
2012 2013
4.0
6.0
8.0
10.0
12.0
Brand health
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Meaning we can leverage the predictive capability of social to enable agile decision-making
Week…
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Modelled data from engaged ‘leading indicator’ group indicates your brand health will be “10” in 3 weeks
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Survey responses amongst mass market to measure your brand health
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The results of your survey based tracker tell you your brand health was “10” three weeks ago
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Providing us with a new model:Faster, better decisions – and an overall more agile model
Slimmer survey
Predictive always-on equity measures from social
In-the-moment equity
Deep dives to explore issues as they arise
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Case study 2Better survey through tech advances
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Traditional ways of understanding new car buyers don’t reflect the reality of purchase
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Today’s buying process takes place within a multi-faceted path to purchase
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By using TER we can capture the situational dynamic to enable OEM’s to improve their chance of success
In the moment feedback as prospective buyers make
evaluations
Focus groups with both buyers and those who have just
purchased
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A short weekly diary completed as prospective buyers were “shopping”
Buyers surveyed for up to 16 weeks
Models being considered established each week
Touchpoint exposure
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Separate groups of:
recent purchasers and “still in shop” buyers
each of the different buyer types
The Highs and lows of the process
Ways to improve the process
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Leading to some surprising outcomes
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Brand choice Touchpoint usage and effectiveness
Several new insights to drive competitive advantage
Buyer types
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Buyers are different!
The survey produced a new segmentation of the market based on buyer needs, behaviour and motivations
Different strategies are required for each
This will be used by our client in future comms activity and surveys
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Brand choice is more complex – there are lots of chances to win - or lose!
Winning the sales battle isn’t easy
And looking at it in the old way just isn’t right
How long do people take
How many models are considered
When and why are they rejected
What about a second chance –or a third…
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Touchpoints don’t always work as expected – and which are the ones that are really used
We need to revisit what we expect from the different touchpoints
It’s often not as we think
When are they used
And what impact do they have to drive the purchase decision
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“We found the programme was really valuable. It’s given us real understanding of the new car buyer in the digital era and the segmentation is something we will be able to use on an ongoing basis in our brand and comms activity”
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Next steps - mastering further technologies as part of the insight toolbox
Locational IoT/Connected Car data
Telematics
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Providing us with an even better model:
Slimmer survey
Predictive always-on equity measures from social
In-the-moment equity
Deep dives to explore issues as they arise
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Connected data sources
#agileinsights
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Essential for true AGILITY
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Bettersurveys
Betteruse of tech
Better use of social media
#agileinsights
© TNS 2015
Thank you
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