path of discovery - unravelling consumer decision making in the digital world

Path of Discovery - Unravelling Consumer Decision Making in the Digital World

The tangled web of marketing

2

A Plethora of data sources and

being agnostic to data

Both Qual or Quant techniques

Data scientists, Psychologists, Story

tellers and Ethnographers

Issues that support business results

3

Paradigm Shift in Recent Years

to include to modify to embrace to answer

From single data source

Digital research has become the chosen

medium

Researchers have changed

Certainty and technical correctness

Quantitative Research Spend(Mobile, Online Panels, F2F, CATI etc)

Qualitative ResearchSpend(FGDs, In-depth, Ethnography etc)

The Third Dimension(Neuro, IoT, Virtual reality, Facial coding, Big Data etc)

Research Industry is Diversifying

4

https://www.statista.com/statistics/491127/ (2015)

70%

16%

14%

The Third Dimension has numerous methodologies where data collected is not restricted to

the Market research domain

https://www.statista.com/statistics/491127/

5

Crucial Questions

Do we have the right tools & skills to understand the consumer in today’s digital world?

How can we understand consumers in this complex environment?

© 2017 Borderless Access 6

The complex digital world

Co

nsu

me

r R

eac

h

7

The Evolution of Consumer Digital Touch-points

0.3% 0.5%2%

10%

18%

55%

92%

Approximate numbers based on internet penetration

Passive data collection

Radio & TV Measurements

Mobile research

Smart phone based research

PC based online research is born

CATI is born

Beginning of Internet

ATM & Telephone

banking

PC is launched by

IBM

Social & Others

Viewershipdata

Q & A Data Text

Q & A Data Text

PassiveTelemetry

Image/Video

GeoLocation

Web visits

Health Data

Professionals Students

When, How, Where do we Reach Consumers?


RightTime

RightLocation

RightChannel

Opportunity in the Abundance of Apps


Information generated through Borderless Access Panels

AVERAGE # of APPS ON DEVICE

95UNIQUE INTERACTIONS IN A DAY

WITH THE WEB

102AVERAGE # of APPS USED IN A DAY

39

92 mins 22 mins

25 mins 12 mins

Whatsapp

Instagram

Snapchat

Messenger


Case Study – Unravelling

Consumer Decision Making

Research methodology


MarketsAustralia and India

10 minutes online survey

5 days Whatsapp based

continuous engagement

Attitudinal data to understand:

Contemplation Decision Purchase Evaluation

• N=100

• Target group=Gen-pop, 18-64, purchased a personal computer in last 6 months or intends to purchase in the next 6 months

• N=12 (subset of respondents from quant survey)

• Gen-pop, 18-64, purchased a personal computer in last 6 months or intends to purchase in the next 6

Quant Qual

Retail store Company website

Search engines on laptop/desktop

Search engines on smartphone/tablet

Australia and India

1

1

2

2

3

3

Good value for money Price

Brand I trustFeatures such as processor

speed, capacity

Australia and India

1

1

3

32

2

Retail store Online shopping site

Company website

Australia and India

Family/friends Review on online shopping site

Social media Review on company website

Australia and India

Retail store Word of mouth Company website

Newspaper/Magazine advertisements

TV commercials Mobile ad/Digital ad

Australia

India

Quantitative Survey Findings


Awareness sources

Place of purchase

Information sourced from.. Factors considered for purchase

Purchase experience shared with…

Top 3 India Top 3 Australia


Path to purchase

SatisfiedFamily/friends

Where : Retail store / Why : Price

1. Retail store 2. Family/friends 3. Company website

1. Print commercials 2. TV commercials 3. Mobile/Digital ad

Where : Retail store / Why : Price1.Good value for money

2.Price

1.Good value for money 2.Features such as processor speed, capacity

SatisfiedSocial Media

Path to Purchase: as per the quant findings


Contemplate Decide Purchase Evaluate

• Product pictures were shared in abundance. Even images of potential purchase was shared.

• Easy to understand brand preference and trends

Path to Purchase: Whatsapp Study(India + AU)

Insights generated from the text and media responses revealed granular details



• Product pictures were shared in abundance. Even images of potential purchase was shared.






• Actual product reviews and specific channels were highlighted

• Purchase influencers revealed. Gold mine for marketers





• Actual product reviews and specific channels were highlighted






• Over 70% shared product features in detail, along with key drivers of purchase




• Qual findings support offline buying in AU and India

• Avenues for advertisement?



• Retail still a strong medium for marketing & advertising. Can companies do more ?


Path to Purchase: The Journey



Where : Retail store / Why : Price1. Print commercials 2. TV commercials

3. Mobile/Digital ad1.Good value for money 2.Features

such as processor speed, capacitySatisfied

Social Media







Social Media


Learnings and

Recommendations

Crucial questions - Answers


How can we understand consumers in this complex

environment?

Do we have the right tools & skills to

understand the consumer in today’s digital world?

Reach consumers via right channels at the

right place & time when they are engaged

Adopt hybrid methods of data collection

Adopt new technologies faster

Leverage passive behavioral data where

possible

Synthesize MR data with non-MR data

More Actionable

Perspectives on Hybrid Research


Faster + Deeper + Integr =

Needs a new mindset

CuriosityOpen mind to methodologies

Analytics

Data sourcesStory telling skills

ated

The Path of Discovery…

29© 2017 Borderless Access

Survey

… Starts NowPassive

Data

LocationData

ImageData

QualData

VoiceData


Thank You

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