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TedMarzilli|GlobalCEOBrandIndex|Sep,2016
WhatDoesBrandDataTellUs
2
Agenda
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1. WhoamI?
2. WhatisYouGov?
3. MostrecommendedBrands
4. 4 waystoleveragedatainyourbusiness
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WhoamI?
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UK-listed.Established2000.28officesworldwide.DeeplocalAPACexpertise(7regionaloffices).
ESTABLISHED
Usingtechtodeliver‘on-tap’accesstowhatyourconsumersthinkanddo.
ONLINE&MOBILELEADER
Fromnimblesurveystoreal-timebrandtrackingandapanelwithpowerfulconnecteddata.
INNOVATIVE
Provenandconsistentrecordcoveringallaspectsofbusiness,consumer,politicalandculturallife.
ACCURATE
Fullyglobalpanelnetworkwith4+millionpeopleacross37countries.20Msurveysinpastyear.
GLOBALPANEL
Weareoneoftheworld’sleadingmarketresearchcompanies
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Offices: HongKongSingaporeShanghaiBangkokJakartaKualaLumpurSydney
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TheCube
Morethan20millionindividualconversationseachyearfuelourresponsiveand
massivelyconnectedsourceofinsight:the‘Cube’
YouGovInfuencerIndex
YouGovBrandIndex YouGovProfiles
YouGovOmnibus
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YouGovProfiles:providinganintegratedviewthatconnectsbrands,media&consumerbehaviour- Trump
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YouGovProfiles:usethepowerofourconnecteddatatobringyourtargetconsumerstolife- Fosters
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BrandIndex:Banks“Recommend”scorerankings&keymoverversusayearago
Last 12 Weeks Vs. Year Ago
12 week moving average Sept 2016 v 12 week moving average Sept 2015, 16+ Nationally Representative c. n=2400+
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BrandIndex:Insurance“Recommend”scorerankings&keymoverversusayearago
Last 12 Weeks Vs. Year Ago
12 week moving average Sept 2016 v 12 week moving average Sept 2015, 16+ Nationally Representative c. n=2400+
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BrandIndex:Payments“Recommend”scorerankings&keymoverversusayearago
Last 12 Weeks Vs. Year Ago
12 week moving average Sept 2016 v 12 week moving average Sept 2015, 16+ Nationally Representative c. n=2400+
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Mostmemorable&enjoyablebrandads
Base Size: 1079, Thinking about advertising from financial services providers you have seen in the past year which one would you say was the most memorable and enjoyable?
Genpop
18-24
45-65
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Learning#1:Choosingtherightambassadorcanimproveconsumerperceptionofyourbrand
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KeyBrands• ING• IslaFisher
Context• June2015- INGannouncesanew
brandAmbassador- IslaFischer
WhattheDailyDatashows• Campaigncorrelateswith
improvementsinAdAwareness,Buzz,WOM,Impression&valuescores
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Learning#1:FinancialServices,favoritebrandambassadors
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-10%
0%
10%
20%
30%
40%
50%
60%
-50% -30% -10% 10% 30% 50% 70%
Fina
ncia
l Ser
vice
s
Like Index
KIM KARDASHIAN
ROSSGREENWOOD
FIRASSDIRANI
Like: -46%Finance: 2%
Like: 26%Finance: 56%
Like: 49%Finance: 0%
Learning#1:Australia,brandambassadorsexamples
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GARY MEHIGANCelebrity Chef
HEALTH, WELLNESS, BEAUTY & PERSONAL CARE
FASHION, APPAREL AND ACCESSORIES
FOOD, DRINK & TRAVEL
TECHNOLOGY & AUTOMOTIVE
FINANCIAL SERVICES
44%9%7%6%5%
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Learning#2:Firstmoveradvantage- newtechnology
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KeyBrands• ANZ• Apple• Google
Context• ANZlaunchesfirsttomarket
campaignsforApple&AndroidPay
WhattheDailyDatashows• ANZ’simpressionscorerose
significantlyduringthefirstsixweeksofthecampaign
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Learning#2:Firstmoverdisadvantage– interestratehikes
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KeyBrands• AllAustralianBanks
Context• AustralianPrudentialRegulation
Authority(APRA),tighteneditspolicies
• Allfourmajorbanksraisedtheirmortgagerates
WhattheDailyDatashows• Theriseinmortgagerateshad
muchlargerimpactonbuzzscoresofthetheBig4banksthanthesmallerplayers
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Learning#3:Beyondborders
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KeyBrands• ANZ
Context• ANZOverallIndexscoreacrossits
homemarketandotherAsianmarkets
WhattheDailyDatasays• ANZscoreshighestinitshome
market…• …VietnamandSingaporenotfar
behind…• …HongKong,Thailandand
Indonesiaalltrendinguprecently
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Learning#4:GenZ– Howtorecruitandretainthem?
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8%
13%
9%
17%
15%
14%
0% 5% 10% 15% 20%
Smart
Funny
Artistic
Personality Traits
18-24 25-44
Index
155
120
212
11%
28%
25%
31%
39%
32%
33%
46%
67%
11%
29%
31%
36%
37%
40%
41%
51%
66%
0% 10% 20% 30% 40% 50% 60% 70% 80%
None of these
Cringe-worthy and embarrassing situations
Improvisation
Impressions
Controversial or taboo subjects
Funny and surreal sketches
Worldplay
Observations on news and current affairs
Observations on everyday life
What makes them laugh
18-24 25-44
Index
98
112
124
124
96
114
123
103
97
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Learning#4:USGenZ– Personalitytreats?
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Morelikelytothinkotherpeoplecandothingsbetterthanthem(28%vs18%)
…Andwastemoretimeontheinternetatwork(43%vs37%)
Theygetboredeasierthan25-44yearolds(50%vs39%)
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Learning#4:USGenZ– Continued….
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Itendtospendmyleisuretimeonhobbiesandactivities(77%)
Iliketoworkhardandplayhard(68%)
They’llwantasocialoutletatwork:clubs,happyhours,teamsports
Strivetoonboardaclassofnewhiresatonetimetoencouragebondingandfriendlycompetition
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Learning#4:USGenZ– Job/Careersearch
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55%50%
69% 69%
42%45% 46%
81%
53% 56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I am willing to sacrifice leisure time to get ahead in my
career
I am motivated more by career
progression than money
My family is more important than my
career
It's important to me to find my place in
society
I love my job
18-24 25-44
Index 123 109 85 130 76
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Learning#4:USGenZ– Summary
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Usehumortoattractthem
Don’tmicro-manage● setshorttermgoals● keepthemengagedandmotivated
Communicateopportunity● 50%aremoremotivatedbyprogression● 69%finditimportanttofindtheirplaceinsociety● WhyAIGisafitforthem● Mentorship● Educationstipends
Andsomefunbites…18-34saresignificantlylesslikelytogotoabranch
23Base Size: 1079, We have a fun question for you, would you rather …? Depending on which scenario you prefer you prefer please choose the number closest to it.
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Learning#5:Breakingnews,assessingacrisis
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KeyBrands• Samsung
•WellsFargo•Chipotle•Volkswagen
WhattheDailyDatashows• In the past two weeks, Samsung
and Wells Fargo dropped. Wells Fargo, starting at a relatively low Buzz score (common among banks), is now at almost as low as Volkswagen’s score at the peakofthecrisis
Whichbrandscustomersthinkrepresenttheirvaluesbest?
25Base Size: 1079, Thinking about all the different brands you currently use, which one do you believe represents your values best?
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BrandIndexmeanspowerfuldailybrandtracking:it’sthedefinitivemeasureofbrandperceptionandperformance
§ Live&immediateinsight
§ Continuousdailytracking
§ Tracks16coremetricsofbrandhealthacrosspurchasefunnel
§ Subscriptiongivesaccesstoallsectors&brands
§ Richhistoricaldata
§ Panelistprofiling(demographics&behaviour)
§ Extensivecoverageperterritory
§ 250-2000+brands
§ 15-30categories/sectors
§ Largedailysamplesize- 25,000interviewsgloballyperday
§ Custom‘triggerquestions’- ask‘why?’aswellas‘what?’ViewheretologintotheBrandIndex dashboard.
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Buzz:Haveyouheardanythingpositiveornegativeaboutthebrandinthelasttwoweeks?
AidedBrandAwareness:Whichbrandsareyoufamiliarwith?
AdvertisingAwareness:Haveyouseenrecentadvertising?
WordofMouth(WOM)ExposureHaveyourecentlyspokenaboutthebrand?
BrandHealthMetricsGeneralImpression:Whatisyourpositiveornegativeimpressionofthebrand?
Quality:Isthebrandofgoodorpoorquality,irrespectiveofprice?
Value:Doyoubelievethebrandtooffergoodorpoorvalueformoney?
CorporateReputation:Wouldyoubeproudorembarrassedtoworkforthisbrand?
•LowerFunnelMetricsPurchaseConsideration&Intent:Whichbrandsareyouconsideringpurchasing?Whichmostlikely?
CustomerStatus:Areyouacurrentorformercustomer?
Satisfaction:Areyouarecentlysatisfiedordissatisfiedcustomerofthebrand?
Recommend:Wouldyourecommendthisbrandtoafriendortellthemtoavoidit?
AttentionSumofpositive/negativeBuzz
IndexAverageofImpression,Reputation,Quality,Value,SatisfactionandRecommend
ThemetricsinBrandIndexprovideacomprehensivedailypictureofbrandhealth&performance.
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MediaMetrics
