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© MESH Planning 2011 | The Experience Agency | www.meshplanning.com
Tracking real consumer experiencesPrepared for London in Prague, April 5th 2012By Fiona Blades, MESH Planning
Why is understanding experiences important?
Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.
John Wanamaker
1838
18% 23%
2006
Experiences build brands
"People build brands as birds build nests, from scraps and straws we chance upon." Jeremy Bullmore
Historically Brand Tracking analytics
identify which brand image attributes drive
Consideration…
…but we need to know which pieces of
marketing activity specifically drive
Consideration and Sales
Sales
Consideration
Brand Image
Experience
Understanding the experiences driving consideration
It’s almost impossible to recall emotion
"Because emotions are transient and rapidly changing, the acquisition of accurate data about them is
completely beyond the scope of retrospective methods.
Not only does the Experience Tracker approach get closer to the truth of real people's lives, it
empowers participants to express themselves freely by making them responsible members of the research
team.”
Dr Andy Wells, psychologist, LSEwww.meshplanning.com | 8
The flaws with recall
Decay Reconstruction Interruption
© MESH Planning 2011 | The Experience Agency | www.meshplanning.com
Tracking real consumer experiencesPrepared for London in Prague, April 5th 2012By Fiona Blades, MESH Planning
Some of the challenges we get from clients
3. We need an ‘early read’ on
campaigns to avoid wasting money
5. With budgets being tight, I need
research that delivers twice the value for half the
cost
1. Our brand tracking measures
get used in documents but don’t drive
decision-making
2. Measuring TV isn’t enough, I need a 360
evaluation to see how each marketing element is working
6. I’m looking for a flexible approach
that I can tap into to address
needs as they arise
4. I need a ‘deep dive’ into how
people are connecting with my brand and category to see what’s really
going on
Experience Tracking delivers fast, relevant, actionable insight
It opens up new ways to tackle today’s issues
• Launching a new product is expensive. How can we give it the best chance of success?
• With new investment in digital, are we spending this wisely?
• Our shopper team is looking at cross category solutions. How do we work out what to develop and how to evaluate them?
• Our gut feel is that experiential activity works better. How can we know?
• Market mix modelling takes ages and needs lots of data. How
can I get a quick understanding of which channels to invest in?
• I can’t wait months to understand how my campaign is working.
I need to know really quickly.
Surprising insights that are unearthed through Experience
Tracking
Which TV ad has received the most positive response?
Very Positive
Fairly Positive
Neutral
Fairly Negative
Very Negative
An alcohol brand on price promotion in supermarket ads
Need to separate trade from brand advertising
0%
5%
10%
15%
20%
25%
30%
35%
17 Oct
18 Oct
19 Oct
20 Oct
21 Oct
22 Oct
23 Oct
24 Oct
25 Oct
26 Oct
27 Oct
28 Oct
29 Oct
30 Oct
31 Oct
01 Nov
02 Nov
03 Nov
04 Nov
05 Nov
06 Nov
3
O2
Vodafone
Vodafone takes lead on Experience Share during Grand Prix
3 has highest Experience Share around the end of October but is up with O2 and Vodafone throughout fieldwork
O2 picks up Experience Share lead towards the end of fieldwork – iPhone launch
Why has the smallest mobile network, 3, highest Experience Share in October 2007?
It has lots of buzz!
164
87
135
189
8768
2837
1
51
235 2 7
25
020406080
100120140160180200
3 Touchpoints
October 12th – November 8th 2007
Stimulated by major innovation…
“This was the second 3 ad in the edition of the Metro I was reading on the train travelling to work. It was the first time I had seen Skype for a mobile phone. It raised my attention. Black and white ad, not very bright.” 3, Newspaper, Fairly positive
“Skype on a 3 contract - sounds great.”
3, In the News, Very Positive
Innovation through mobile broadband and Skype
That triggers negative conversations too…
42%52% 46%
15%
55%35% 32%
46%
38%30%
30%
11%
34%
38%25%
30%
9% 3% 7%
11%
2%
10%
14%
11%
-7% -11% -14% -7% -6% -15% -21%-11%-5% -3% -2%
-57%
-2%-1%
-7%
-3%
-75%
-50%
-25%
0%
25%
50%
75%
100%
TV ad Online ads Newspaper ad
Conversation Poster Magazine ad Website In store
3 - feeling by touchpoint
Particularly from older women on Vodafone…
43%30%
3%
64%
18%
58%
25%
8%
36%
18%
29%
23%
5%
11%
4%
8%
13%
23%
19%
15%
30%
26%
13%
25%
4%
28%
18%6%
Fem
ale
Mal
e
Fem
ale
Mal
e
16-2
5
26-
35
36
-45
46
-55
56-6
5
16-2
5
26
-35
36-
45 4
6-55
56-
65
>
65
3
O2
Orange
T-MobileVirginVodafoneOther
3
O2
Orange
T-Mobile
Virgin
Vodafone
Positive conversationsabout 3 (40)
Negative conversationsabout 3 (120)
Young males on Orange
Older women on O2 and Vodafone
BIG Impact on Brand Equity
Mean Favourability Score
Pre 6.5 – Post 7.3
Pre 4.3 – Post 3.6
Positive Conversation
Negative Conversation
Vital to pick up
consumer
generated media to
know what’s really
going on
Why is tracking experiences important?
• Helps us to guide brands better
• Overcomes the issues with recall
• Allows us to capture emotion
• Answers new questions relevant to today
• Generates surprising insights
Capturing experiences in real
time:
How it’s done, now and in the future
The Core Approach – MESH’s Experience Tracker
Real-time OnlineOnline
Understands where people begin…
Online
Consider-ation
Likeability Innovative Familiarity0
1
2
3
4
5
6
7
8
9
10
7 out of 10 6 out
of 10
8 out of 10
5 out of 10
…and then captures their everyday experiences with brands
Real-time Onlin
e
Online
BRAND: A)Xbox B)PlayStation C)Nintendo D)Electronic Arts (EA) E)Activision F)Capcom
OCCASION: A)TV B)Pub TV C)TV Online D)Games Console E)Poster/Billboard F)Newspaper G)Magazine H)Online/Social Media Radio J)Conversation K)Mailing/Leaflet L)Cinema M)Other
FEELING: 5)Very positive 4)Fairly positive 3)Neutral 2)Fairly negative 1)Very Negative
CHOICE: 5)Much more likely to choose 4)Slightly more likely to choose 3)No difference 2)Slightly less likely to choose 1) Much less likely to choose
Text us whenever you see, hear or experience
anything to do with the following brands…
BRAND:
a) Xbox
b) PlayStation
c) Nintendo
d) Electronic Arts (EA)
e) Activision
f) Sega
CHOICE:
5) Much more likely to choose
4) Slightly more likely to choose
3) No change
2) Slightly less likely to choose
1) Much less likely to choose
ENGAGEMENT:
5) Very positive
4) Fairly positive
3) Neutral
2) Fairly negative
1) Very negative
OCCASION:
a) TV
b) Pub TV
c) TV Online
d) Games Console
e) Poster/Billboard
f) Newspaper
g) Magazine
h) Online
i) Radio
j) Conversation
k) Mailing/Leaflet
l) Cinema
m) Other
Which brand was it?Where did you experience it?
How did it make you feel?How likely did it make you to choose the brand next time?
a c 4 5
They respond with a simple text to tell us
about their experiences with the
brands. Not just advertising, but any
encounter.
Experience : Activision, Online, WebsiteExperienc
e : Xbox, TV ad
Experience : Electronic
Arts, London
Underground Display
Experience : Other, Bioware, Newspaper adExperience :
PlayStation, Poster/Billboard
Experience : Xbox, TV Online ad
Xbox
TV Online
Very Positive
Much more likely to choose
Advert for the Kinect on Xbox. Looked great!
Wednesday, 7th March 2012, 11:54
NetflixWhich Online TV service did you use?
Completing the Online Diary
Wednesday 7th March 2012, 11:54
Wednesday 7th March 2012, 10:22
Tuesday 6th March 2012, 18:46
Tuesday 6th March 2012, 13:05
Tuesday 6th March 2012, 08:38
Xbox
TV Online
Very Positive
Much more likely to choose
please select
Netflix
Advert for the Kinect on Xbox. Looked great!
Which Online TV service did you use?TVPub TVTV OnlinePoster/BillboardOnline/Social MediaNewspaperMagazine
TV Online
Advert for the Kinect on Xbox. Looked great!
How has opinion changed after experiences?
Real-time Online Onlin
e
Considera-tion
Likeability Innovative Familiarity0123456789
10
How has opinion changed after experiences?
Online
+3 shift
-2 shift
No shift
+1 shift
10 out
of 10
4 out of 10
8 out of 10
6 out of 10
Consideration Likeability Innovative Familiarity
The latest innovations
Real-time Online Onlin
e
Onlin
e
Online
The latest innovations
ACTIVE EXPERIENCES
PASSIVE EXPERIENCES
Real-time
Digital Forensi
cs
Audio Forensi
cs
Photo Forensi
cs
Digital Forensics gets us closer to the more passive exposures, and their impact
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Cookie: ID=8fg052ji2lkbfg12cc26250dxc3; Src: yt9&a1
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Cookies embedded in online ads are recognised and converted into measurable information
Audio Forensics picks up the audio signature of a TV or Radio ad through a smart phone app
App detects sound patterns in the background
Audio Forensics
Ad exposures not actively reported by SMS are picked up passively
Soundwaves matched against pre-configured patterns, giving us another layer of passive exposure
CONFIRMED
EXPOSURE
Outdoor ads not recorded by participants are picked up passively using converted camera devices
Image recognition software picks out key information for further analysis
Photo forensics delivers exposures to outdoor as people go about their day
Capturing experiences in real time
• Via text – greatest availability
• Relies on active participation
• Recruited via panel or F2F
Now Future• Via app – greater
functionality
• Will pick up passive experiences
• Customer groups