1. 1. Marketing Research & Social Communication Lesson 10 Brand and Advertising Tracking Ray Poynter 1Ray Poynter, Marketing Research & Social Communication, 2015
2. 2. Agenda 1. Updates, last weeks quiz, and last weeks homework 2. Brand & advertising tracking 3. A typical study 4. Alternatives 5. Big Picture 6. Quiz and assignment for next week Ray Poynter, Marketing Research & Social Communication, 2015 2
3. 3. Updates http://newmr.org/saitama-2015/ Previous Quizzes all previous quizzes, i.e. Lesson 3 onwards, now on the website Review of last weeks quiz Ray Poynter, Marketing Research & Social Communication, 2015 3
4. 4. Homework Feedback Design a study to measure satisfaction with the Saitama University Cafeteria. Note, you do NOT need to do the study, you just need to design it. Work in groups of 3 or 4 people. At the lesson, describe your design Expect to speak for up to 5 minutes You can use PowerPoint, Word, write on the board, or anything else you think will work for you If you are using something like PowerPoint or Word, bring the file with you on a data stick or email it to me Ray Poynter, Marketing Research & Social Communication, 2015 4
5. 5. Key Words Brand: A method by which customers and potential customers can identify a product or service Brand Equity: A measure of how much people like a brand NPS: Net Promoter Score, one method of measuring satisfaction and brand equity Physical Availability: Is the product there when people want to buy it Mental Availability: Similar to brand equity does the brand come into your mind when you want to buy from that category. Ray Poynter, Marketing Research & Social Communication, 2015 5
6. 6. Why do brands conduct brand & advertising tracking? Belief that to manage things you need to measure them Key factors/beliefs Brands need physical and mental availability Can I buy it conveniently? Does it come readily to mind when choosing an option? Activities need to be evaluated, e.g. the impact of Advertising Price promotions Point of sale activity Brands need to have a clear image, i.e. to stand for something or be known for something Historically, quantitative tracking surveys have been considered the best way to measure how people see brands and the interactions with advertising this is changing. Ray Poynter, Marketing Research & Social Communication, 2015 6
7. 7. Three Approaches to Tracking Before and After Timed around campaigns and activities Dipstick Occasional studies when feedback needed Continuous From quarterly to genuinely continuous Ray Poynter, Marketing Research & Social Communication, 2015 7
8. 8. Consistency is Essential A tracking study is trying to find changes that are often quite small Consistency in the measurement tool is essential The sample structure needs to stay the same The survey needs to stay the same The mode of data collection (e.g. phone, paper, online) needs to stay the same Ray Poynter, Marketing Research & Social Communication, 2015 8
9. 9. The Planning Cycle Stephen King Ray Poynter, Marketing Research & Social Communication, 2015 9 Where are we? Why are we here? Where could we be? How could we get there? Are we getting there?
10. 10. A Hypothetical Study for FamilyMart 1. Screening and Quota 2. Brand equity 3. Awareness and usage 4. Attitudes and beliefs 5. Media questions 6. Demographics 7. Final questions Ray Poynter, Marketing Research & Social Communication, 2015 10 Most Brand & Advertising Trackers do not disclose the identity of the client.
11. 11. Screening and Quotas FamilyMart Tracking Population = people who shop in kombini Not just FamilyMart shoppers Exclude/Screen: People who work in retail and market research Quotas: e.g. Gender: 50% male, 50% female Age: 18-35, 36-55, Over 55 Ray Poynter, Marketing Research & Social Communication, 2015 11
12. 12. FamilyMart Tracking Study Screener Questions Do you work in any of the following areas? Health services Financial services Market research [Close] Retail [Close] Sports and entertainment None of these Ray Poynter, Marketing Research & Social Communication, 2015 12
13. 13. A satisfaction study for FamilyMart Quota/Screener Questions How old are you? Under 18 years [Close] 18 to 25 years [Check Quota] 26 to 35 years [Check Quota] 36 to 45 years [Check Quota] 46 to 55 years [Check Quota] 56 to 65 years [Check Quota] Over 65 years [Check Quota] Ray Poynter, Marketing Research & Social Communication, 2015 13
14. 14. A satisfaction study for McDonalds Quota/Screener Questions How often do you shop in a kombini? More than once a week [Check Quota] About once a week [Check Quota] At least once a month [Check Quota] Less than once a month [Close] Never [Close] Ray Poynter, Marketing Research & Social Communication, 2015 14
15. 15. Awareness, Usage & Equity For the following brands 7-Eleven FamilyMart Lawsons Mini Stop Sunkus Ray Poynter, Marketing Research & Social Communication, 2015 15 Ask Aware of Usage frequency and/or spend One or more brand equity questions Preferred store NPS evaluation My kind of kombini
16. 16. Attitudes & Beliefs For the following brands 7-Eleven FamilyMart Lawsons Mini Stop Sunkus Ray Poynter, Marketing Research & Social Communication, 2015 16 Ask questions like Friendly staff Good locations High prices Good range of hot food Good range of drinks Untidy stores For workers For mothers For students
17. 17. Media & Activities For the following brands 7-Eleven FamilyMart Lawsons Mini Stop Sunkus Ray Poynter, Marketing Research & Social Communication, 2015 17 Ask questions like What TV advertising seen What radio advertising heard What promotions noticed What coupons received
18. 18. Brand and Advertising Tracking Demographics For example Marital status City/Region Employment TV channels watched Social Media used Ray Poynter, Marketing Research & Social Communication, 2015 18
19. 19. Brand & Advertising Tracking Final section Ray Poynter, Marketing Research & Social Communication, 2015 19 Many thanks for helping us with this survey, your results will help our client improve its services to its customers. Do you have any other comments about kombini that you would like to share (or comments about this survey)? If so, please type them in the box below.
20. 20. Analysis Elements Reporting values over time, e.g. beliefs, brand equity, awareness etc. Using analytics to determine which attitudes and beliefs appear to be driving purchase Using analytics to determine the impact or ROI of advertising and other marketing activities Ray Poynter, Marketing Research & Social Communication, 2015 20
21. 21. Typical Tracking Chart Ray Poynter, Marketing Research & Social Communication, 2015 21
22. 22. The Tracking Challenges Surveys are getting too large More than 20 minutes leads to quality problems Tracking tends to be a rear-view mirror The advertising and behaviour elements are based on memory The attitudes and beliefs are often poor indicators of behaviour Ray Poynter, Marketing Research & Social Communication, 2015 22
23. 23. Surveys Too Large Ray Poynter, Marketing Research & Social Communication, 2015 23 Some tracking studies now run for more than 60 minutes
24. 24. Rear View Mirror Often 8 weeks from data collection to report The survey asks what people saw in the past and what they bought in the past Brands need to know what is happening now, and in the future Ray Poynter, Marketing Research & Social Communication, 2015 24
25. 25. Memory How many soft drinks did you buy in the last month? What were they? Where did you buy them from? Where they in cans or bottles? What advertising and marketing have you seen in the last month? Ray Poynter, Marketing Research & Social Communication, 2015 25
26. 26. Poor Witnesses to our Own Motivations Words are often blunt tools Most Coke drinkers say Pepsi is too sweet Most Pepsi drinkers say Coke is too sweet A list of attitudes and beliefs might have 30 questions But, do we really have 30 separate opinions about each brand Ray Poynter, Marketing Research & Social Communication, 2015 26
27. 27. Alternatives to Surveys Passive data collection and big data Social media research Mobile data collection A combination of passive, social media and mobile data collection Ray Poynter, Marketing Research & Social Communication, 2015 27
28. 28. TNS New Tracking Method Ray Poynter, Marketing Research & Social Communication, 2015 28 TNS claim they can predict Tracking Scores 8 weeks in advance with their new system. Presented by Rosie Hawkins, TNS at IIeX Amsterdam, Feb 2015
29. 29. TNS New Tracking Video Ray Poynter, Marketing Research & Social Communication, 2015 29 https://youtu.be/6j6ZtsnGCM4
30. 30. Tracking and Other Approaches Most tracking at the moment is via quantitative surveys Qual is not appropriate for most types of tracking Online communities are not often used for tracking small samples & branded Social, mobile, and big data all growing in importance Ray Poynter, Marketing Research & Social Communication, 2015 30
31. 31. Digital Tracking The Future? Ray Poynter, Marketing Research & Social Communication, 2015 31 https://youtu.be/8KYugpMDXAE
32. 32. Key Words Brand: A method by which customers and potential customers can identify a product or service Brand Equity: A measure of how much people like a brand NPS: Net Promoter Score, one method of measuring satisfaction and brand equity Physical Availability: Is the product there when people want to buy it Mental Availability: Similar to brand equity does the brand come into your mind when you want to buy from that category. Ray Poynter, Marketing Research & Social Communication, 2015 32
33. 33. Big Picture 1. Brand and advertising tracking is there to allow people to manage their activities and campaigns 2. Brand and advertising tracking is almost entirely quantitative 3. Traditionally this has been through surveys 4. But, new approaches are beginning to replace surveys Ray Poynter, Marketing Research & Social Communication, 2015 33
34. 34. Before Next Lesson 1. Read Chapter 8, Communities, from the textbook 2. Complete the online task (will be on the website by Monday) Ray Poynter, Marketing Research & Social Communication, 2015 34
35. 35. Questions? Ray Poynter, Marketing Research & Social Communication, 2015 35
36. 36. Quiz Lesson 10 Ray Poynter, Marketing Research & Social Communication, 2015 36 Please complete the quiz sheet Put your name on the sheet
37. 37. Resources and Links TNS Slides and Presentation from IIeX - http://insightinnovation.org/blog/2015/04/29/the-future-of-tracking/ TNS Video - https://youtu.be/6j6ZtsnGCM4 How Internet Advertisers Read Your Mind - https://youtu.be/8KYugpMDXAE Ray Poynter, Marketing Research & Social Communication, 2015 37