From the handset to the client - Marketing research without researchers - TNS

October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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Copyright: TNS (2013)

Jan Hofmeyr (Ph.D.) Chief Research Office: Behaviour Change

From Handset to Client Marketing Research without Researchers


Contents

2

1 Migrate all tracking to mobile phones/Designing for USSD 3

2 Real-time Feedback/Predictive Analytics 10

3 Machine-learning, Expert Systems, Automated Reporting 18


Mobile Phone Design Rules Designing for USSD

3


Why should we migrate all tracking to mobile...

4

It’s the only cost-effective way to get full market visibility

It’s the only way to get ‘close to the moment’ information


All phones

SMS

APP

Platform: Survey/Phone types

5

USSD WAP

Smart/Advanced Feature phones

Simple Rich RESPONDENT EXPERIENCE

Higher Lower POPULATION COVERAGE


28 22

32 32

50 58

24

43

6

So how good is WAP/APP coverage? Percent who cannot access the internet

Russia Brazil China India USA UK Japan France

The Principle of Market Visibility


Conclusion:

7

You have about 120 secs to complete your survey

There is a 165 character limit per question

It cannot do multiple response

All lists must be really short: attributes, touch-points, media, brands, services

Discipline: no room for sloppy or lazy design

Design all surveys as if for USSD


Don’t worry, you won’t miss much... Leveraging heuristics to improve design

If you know the main thing, you know most of what there is to know

If you know the top three, you already know enough

Top 3: 86%

0

10

20

30

40

50


Complete surveys in 120 secs...

9

It’s the only cost-effective way to get full market visibility

It’s the only way to get ‘close to the moment’ information

What makes it possible:

The fact that human behaviour is Zipf distributed

The fact that almost everyone has a mobile phone


Real-time Feedback/Predictive Analytics

10

By the time you know there’s a problem,

it’s often too late!

And in any case, you don’t

want to be hostage to the future, you

want to know how to change it.


Apple Share of Voice: TV

Apple versus Samsung in the USA Media diary results: the smart watch and new iPhone

100

0

Is this typical for Apple?

What happened to Samsung?

What’s likely to happen next time?

What happened next?


News Channels Social Network Tech Portal

More on the Apple-Samsung battle ... Analysis of media diary results in the USA

Is this always the pattern?

How do these patterns compare with ad-campaign bursts?

What are the sales effects, if any?

What’s likely to happen next time?


Data In

Count instances Establish p-values Create knowledge

Data

Hello, are you there...

Analysis Out

We can answer these questions by data-basing and leveraging predictive analytics


In the past:

- If you take no action: normal in 4 days

- If you counter-promote: normal in 2 days

Click here to go to planning app

There’s a worrying dip in Coca-Cola sales at lunch

It’s associated with an increase in Evian sales

The reason is: Evian is on promotion

There’s no change in Coca-Cola equity

14


From the Diary

From the predictive use of the Database


In the past if you take no action:

- Customer defections follow after 4 months

- Dual customers shift business share in 2 days

- Immediate costly increase in call-center activity

Points reward to all customers: retains business

NatWest: customer experience unusually negative

Reason: slow page refresh speeds

Result:

- 2-point fall in brand equity

- Gains go to Lloyds TSB, Santander

15


From the Diary

From the predictive use of the Database


2011/11/27 16

Data

Fetching rules

Statistical rules

Logical rules

Database analytics

Analytic Engine Fragments

Expert

Text

Assemble Report

Market research without Researchers Automated machine analysis and reporting

AE Data In Expert Reports


Brand image: Banks in the UK Correspondence analysis

17

Cares about customers Market leader

Gaining popularity

Good service Lloyds TSB

Barclays

HSBC

Nationwide

NatWest

Co-operative

Santander

Northern Rock

Innovation

Makes banking simple


Brand image: Banks in the UK Correspondence analysis

18

Cares about customers Market leader

Gaining popularity

Good service

Santander

Lloyds TSB

Barclays

HSBC

Nationwide

NatWest

Co-operative

Northern Rock

Innovation

Makes banking simple The fact that these attributes lie at opposite ends of

the map mean that no bank is seen to be both a

market leader and to care about its customers.

This is a white space opportunity for banking in the UK.


Report for Lloyds TSB Marketing recommendations

A Basic Analysis of Lloyds TSB

A brand can increase the psychological loyalty /commitment that people have to it in a number of ways: It can improve its performance with

respect to the attributes that are currently most important; it can identify distinctive attributes relative to which it 'punches above its w eight'

but which are unimportant; and try to increase their importance; it can identify 'unoccupied' territory i.e. an attribute combination that isn't

associated with any banks - and make that important.

i) Options in relation to the currently most important attributes

As things stand, Lloyds TSB 'punches above its weight' with respect to the following key attribute(s): 'Offers all the accounts I need’. How

ever, Lloyds TSB needs to improve its performance with respect to: 'Has good customer service' and 'Makes banking simple’.

ii) Options in relation distinctive attributes

Lloyds TSB has no positive relationship with any of the attributes that currently make a bank distinctive in this market. To take advantage of

these attributes, it would have to both improve its association with them; and make them more important.

iii) Options in relation to attribute combinations

A unique opportunity exists for a bank that can achieve an image that combines the attributes that define dimensions 1 and 2. In other words,

an image that combines: 'Is involved in the community' and 'That cares about its customers' with 'A market leader in banking' and 'Easy to use

no matter where you are'.

Lloyds TSB has no positive relationship with any of the attributes that make a bank distinctive in this market.

Lloyds TSB need to improve its performance with respect to the key drivers: good customer service, makes banking simple.


Report for HSBC Marketing recommendations

A Basic Analysis of HSBC

A brand can increase the psychological loyalty /commitment that people have to it in a number of ways: It can improve its performance

with respect to the attributes that are currently most important; it can identify distinctive attributes relative to which it 'punches above its

weight' but which are unimportant; and try to increase their importance; it can identify 'unoccupied' territory i.e. an attribute combination

that isn't associated with any banks - and make that important.

i) Options in relation to the currently most important attributes

As things stand, HSBC needs to improve its performance with respect to: 'Has good customer service' and 'Makes banking simple’. In

particular, it needs to do something about its poor performance with respect to: 'Offers all the accounts I need’.

ii) Options in relation distinctive attributes

HSBC 'punches above its weight' (i.e. lies in the direction of) the following less important, but distinctive attributes (see map): 'A market

leader in banking' and 'Easy to use no matter where you are' . If these became more important then the loyalty or commitment that

people have to HSBC would increase. This is an alternative strategy for HSBC.

iii) Options in relation to attribute combinations

A unique opportunity exists for a bank that can achieve an image that combines the attributes that define dimensions 1 and 2. In other

words, an image that combines: 'Is involved in the community' and 'That cares about its customers' with 'A market leader in banking' and

'Easy to use no matter where you are'.

HSBC has strength with respect to the less important but distinctive attribute ‘easy to use no matter where you are’. If this became more important then commitment to HSBC would increase.

In particular, HSBC needs to do something about its poor performance with respect to: ‘offers all the accounts I need’.


Why machines are better...

21

They’re really fast...

They don’t make calculation mistakes...

They never forget...

They are expert because their minds have been written by an expert


Put more simply...

22

Machines are better because

they’re not Human


23

Thank you for your

stamina and attention

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TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

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MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

Business

From the handset to the client - Marketing research without researchers - TNS