Market Research for the Real World

Colin Marson Co-CEO AsiaPac YouGov

Market  research  is  too  painful  

•  Too  complex  

•  Too  expensive  

•  Too  slow  

…for  consumers  as  well,  it  can  be  challenging  

YouGov  is  a  UK  listed  global  online  and  mobile  insights  leader  focused  on  providing  ‘on-­‐tap’  access  to  consumers  

YouGov America

YouGov UK

YouGov Germany, France

and Central Europe

YouGov Arab Peninsula

O f f i c e L o c a t i o n s Y o u G o v P a n e l s P a r t n e r P a n e l s

K E Y

YouGov Asia Pacific

YouGov North Africa

There  are  several  key  

shiCs  happening  in  the  world  of  

market  research…  

Annual,  quarterly  or  campaign  specific  tracking  replaced  by    conGnuous  daily  tracking  

“The  Whopper”  studies  replaced  by  bite-­‐sized,  iteraGve  and  nimble  research    

Face-­‐to-­‐face,  then  online,  now  mobile  and  mulG-­‐modal  

The  shiC  to  conGnuous  brand  level  tracking  of  the  enGre  purchase  funnel  

Awareness  

Brand  Engagement   Product  Discovery  

Purchase  ConsideraGon  

Purchase  Intent  

Loyalty  

Aided  Brand  Awareness  AdverGsing  Awareness  

Buzz  

Purchase  ConsideraGon  

Purchase  Intent  Customer  

Status  SaGsfacGon  Recommend  

ReputaGon  Word  of  Mouth  

Quality  Value  

Impression  

Horse  meat  makes  for  a  good  story…  

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Summary: • Tesco’s Buzz scores

dropped roughly 42 points between 12th January and 4th March during the horse meat scandal at the start of 2013

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Summary: •  Tesco’s Index scores

also dropped by nearly 12 points between 13th January and 15th March

•  Tesco’s Index score has still not returned to the level it was at before the crisis

Value  scores  for  Tesco  declined  by  6.8  points  in  four  months    aCer  it  was  revealed  that  some  of  their  products  contained  horse  meat  

Summary: • Respondents had

a fairly positive Value perception of Tesco before the horse meat scandal first came to light on 15th January 2013

…but  does  it  actually  ma\er?  

Cross-­‐country  brand  comparisons  can  highlight  significant  similariGes  or  differences  in  consumer  a_tudes    

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Campaign 1

Campaign 2

Summary: • Client ran 3 campaigns

during 1H 2013

• Each campaign increases Buzz, but Campaign 1 has a more lasting impact

• Campaign 2 maintains but does not further elevate Buzz beyond the following two weeks

Campaign 3

3 week moving average

Overlaying  campaigns  with  daily  tracking  scores  can  let  you  know  which  campaigns  sustain  their  impact,  and  which  fade  

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Summary: •  In July 2009 Air France

had a significant air craft event

• Although it took some time, their brand was able to recover in key markets

• Looking at their experience in detail can provide insight and comparable data for other airlines facing similar challenges

Looking  at  historical  data  on  companies  that  have  faced  similar  challenges  can  also  assist  in  formulaGng  communicaGon  strategies  and  tracking  brand  recovery  progress  

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Not  only  marketers,  but  also  financial  analysts  and  the  media  are  shiCing  to  this  type  of  data  

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Bite-­‐sized  becoming  mighGer  than  the  whopper…  

Previous  approach  to  research:  company  conducted  one  large  survey  every  2  years    

Company  then  embraced  a  nimble,  interacGve  approach  with  great  success…  

From  whoppers  to  bite-­‐sized  Pharma  company  in  APAC  embracing  this  shiC  

Survey  1:  iden<fica<on  of  a  large  untapped  opportunity  

Survey  2:  defini<on  of  high  priority  sub-­‐segments  and  their  needs  

Survey  3:  craBing  and  tes<ng  key  communica<on  channels  and  messaging  

RESULT:  approach  helped  highlight  considerable  untapped  consumer  potenGal  for  their  drug  and  helped  craC  a  robust  

strategy  for  capturing  that  market  

The  shiC  to  mulG-­‐modal  and  mobile…  

Point-­‐in-­‐Time  Consumer  Access  Mobile  using  Gme-­‐sliced  survey  launches  to  unlock  the  morning  coffee  drinking  experience  

7:15AM Double shot Americano

Between gym & office

10:30AM Small skimmed capuccino

Meeting friends in town

Context  

Mobile  unlocking  an  important  research  occasion:  gathering  data  at  specific  points  in  <me  (eg  when  they  experience  a  brand,  in  a  specific  day,  during  TV  show,  etc.)    

Mobile  uniquely-­‐placed  &  capable:  -­‐  Time-­‐based  surveys  &  recruitment  -­‐  Rapid  response  <mes  of  mobile  -­‐  Convenient  and  simple  

Example  •  A  major  instant  beverage  brand  in  

China  •  Inves<ga<ng  ‘<me  of  day’  consump<on  

behaviour  (eg  brand/category  preferences)  

•  Rapid,  direct  access  to  sample  during/just  aBer  consump<on    

Flavour A

Flavour B

Flavour C

Flavour D

Flavour E

Flavour F

Flavour G

Flavour H

LocaGon-­‐based  Research:  Simple  targeGng  via  mobile  for  frozen  pizza  in  China    

•  ObjecGve:  gauging  consumer  response  as  a  key  product  line  approaches  full  launch  

•  Time-­‐based  point-­‐of-­‐consump<on  data  •  Field  tas<ngs  in  mul<ple  loca<ons  

across  Shanghai  (eg  hypermarkets,  ‘promo  bus’  loca<ons)  

•  Loca<on-­‐based  promo<on  awareness  tes<ng  

•  Impact:  Rich  data  gathered  including  awareness,  flavour  preferences,  purchase  occasions,  op<mal  distribu<on  and  promo<onal  awareness.  Ul<mately  helping  streamline  decision  to  keep  top  2  pizza  varie<es  in  tas<ng  and  stay  on  the  shelf  

What’s  the  story  behind  the  name?  

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•  We aren’t the only ones who say so: http://www.politico.com/blogs/media/2012/11/the-most-accurate-polls-of-148876.html#.UJqot5wIJTy.twitter

•  Our pre-election release in detail: http://today.yougov.com/elections2012/

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