resistance is futile, you will be assimilated - esomar menap '17
TRANSCRIPT
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Digital Revolution – Assimilation over 5 decades
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1960 1970 1980 1990 2000 2010 2016
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Digital Revolution – Assimilation over 5 decades
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70 inches 7 inches
1960 2016
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Digital Revolution – Assimilation over 5 decades
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70 inches 7 inches
1960 2016
Reverse Aging –Devices are Smaller & Lighter & Faster
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Digital Revolution – Assimilation In Middle East region
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Source of Data : www.emarketer.com
# Internet users almost doubled in the last 5 years
2012 2017
258
435
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Digital Revolution – Assimilation In Middle East region
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Source of Data : www.emarketer.com
The smartphone penetration in the gulf rose to 93%
93%# Internet users almost
doubled in the last 5 years
Average # of apps on device
95Unique interactions in a day with the
web
102Average # of apps used in a day
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Number of activities done & time spent on an average smartphone
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Total time spent is 160 minsAll data is in mins / Via passive meter on Android
18
11
9
8 6
5
55
3
3
2
2
2
2
2
1
19
22
30
12528
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All This, But We Are Resisting
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Offline Methods94%
Online Methods6%
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Reality Check
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Are non digital survey method still relevant for Middle East Region ?• F2F - Assimilation or
Annihilation?
Do different survey mediums reach different audiences?
Which method is able to access the hard to reach audiences and at what day/time/occasion?
How can digital insights help brands like Etihad meet customer needs and drive breakthrough innovation?
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The Hypothesis: Does Methodology Matter
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Accuracy of claimed behavior
The Target Audience reached
Response Patterns
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Research Methodology
• Quantitative Survey – CAPI (interviewer assisted)
• Quantitative Survey – CAWI Method Mobile and Desktop (Self-administered)
• Passive Meter – (Via Smartphones)
• Longitudinal Behavioural Analysis – (Via Online Panel Community)
Our research to understand how digital adoption in Middle East is going to significantly change the way we understand consumers going forward
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Target Audience
Age: 18 years & above• Those who have travelled
internationally in past 12 months
• Smartphone OwnersInterviewed via 3 methods• Interviewer Assisted CAPI• Self administered via
Desktop CAWI• Self Administered via
Mobile CAWI
Sample Coverage
N = 900Across 3
Minimum N = 75 in each cell across methods to maintain statistical significance
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Identifying most active hours during day and part of the week allowing deep insights on consumer’s activity
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Identifying most active hours during day and part of the week allowing deep insights on consumer’s activity
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Online PC Online Mobile
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Sun Mon Tue Wed Thur Fri Sat
Week Days Weekends
Response distribution weekdays and weekend
66%52%
19%
81%48%
34%
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Survey Taken
Next Survey
5 Days
10 Days
15 Days
The Survey Hangover - by methodology
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15 Days
5 Days3 Days
PC Face to FaceMobile
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PC
Mobile
F2F
11
29
13
40
37
28
33
26
33
13
5
13
4
2
13
Response distribution by Age groups
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18-24 years 24-34 years 35-44 years 45-55 years Over 55 years
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Electronic products
Travel tickets
Apparel and accessories
Home appliance and furniture’s
Food and beverages
Consumer packaged goods
Medicines
83%
79%
53%
46%
36%
29%
14%
82%
78%
59%
42%
41%
29%
18%
64%
66%
53%
41%
34%
34%
9%
Whether purchase online?
91% 95% 83%
Online PC Online Mobile Face to Face
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10 13 15
Survey engagement– Agile Attributes
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Online PC Online Mobile Face to Face
Average # of Brands Recorded
LOI in Minutes
1 10
8
1 10
8
1 10
5
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Mind Measure : Brand Awareness Ranking
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Online PC Online Mobile Face to Face
1
2
3
4
5
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Mind Metrics : Spontaneous + Aided Awareness
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Online PC Online Mobile Face to Face
89%
77%
71%
57%
51%
90%
75%
72%
61%
52%
72%
59%
65%
40%
37%
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Engagement with Survey – Durable Attributes
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Online PC Online Mobile Face to Face
Standard Deviation across 16 importance factors within each of
the methodologies
Average # of attributes associated
1 10 1 10 1 10
2.4 2.9 2.1
5.6 5.5 4.9
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Does All This Really Matter
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Researchers and Marketers Know • We are poor witness to our own
behavior• Involuntary and voluntary lying
exists
Researchers and Marketers Need• Understanding of Behavior is
important for clients and researchers
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A knowhow of when to target the email or push notification, 40-60% increase in response rate via digital methods.
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Response Density Without Time
Channel Targeting
Response Density With Time Channel
Targeting
Response Complete Dropout
+40%
MobilePC
+63% +10%
Face to Face
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Behaviour of online Vs traditional shoppers
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Although # of international travels done are similar across online and traditional shoppers, their behaviour on type of travel is different.
Shop Online
Not Shop Online
4.6 3.9
First /Business Class
Shop Online
3.4 4.1
Not Shop Online
Premium Economy/Economy Class
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Behaviour of online Vs traditional shoppers
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Data suggests that the younger age group are moving and moving rapidly towards digital consumption while the older age group are still inclined towards traditional medium
18-24 24-34 35-44 45-55 55+
16%
14%
40%
23%
32%
29%
9%
26%
3%
8%
Mean(In Years)
33.89
38.38
Online Shopper
Traditional Shopper
41%
27%
FrequentFlyers
InfrequentFlyers
59%
73%
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Mismatch of claimed survey data Vs Behaviour data
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PC
App Usage
Shopping
Time Spent Online
Claimed Actual
3.2X
3X
2.2X
1.8X
2.2X
1.5X
Mobile
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Learnings and Recommendation
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Learning and Recommendation : Impact on Research Design
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Right timeright device
TG reach by device
Study Design
What can we achieve?
• Improve Audience Reach• 28% improvement on survey engagement index.
• Lower Cost & TAT.• Nearly 50% boost on Response Rate
Field Planning
SamplingAnalysis & reporting
Topic of interest
by device
Right channel
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MobileWeb
Learning and Recommendation : Impact on Marketing
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Market Readiness (High digital penetration)
Transaction with airlines industry differ among
different target audiences
Marketing implications for Etihad
LeisureBiz/1st class
Frequent flyerMillennials & Youth
Non LeisureBiz, eco & premium
Older age groups
Talk to young audience with youthful messages
Use digital channelsPromote Biz & 1st class
Long lengthy ads used for brand building
Group Discounts Conventional media channels used
for promosShort tactical campaign
Online Offline
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Recap
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Summary
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If we are to understand people, we have to go where they are
Alongside that the battle for screen estate is massive
More engagement = more accurate and honest, spontaneous answers when it comes to research
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Summary
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People lie (often unintentionally). That is just as important as the truth, because self-belief / self-delusion is that individual’s reality –especially in the Middle East
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Digital is clearly the most representative route; combine with the clever targeting we have just described. For Etihad this means we have a desire to do everything according to where the consumer is.
This is genuinely device agnostic, digital first and involves the consumer. This is not typical research, sometimes co-creation, sometimes small samples. Consumer intimacy is the key.
If you do not move with the times, we are inviting to be assimilated, subsumed and destroyed.
Seismic changes are dramatically impacting the Middle East region, and with this, digital medium for all marketing elements including consumer understanding is on the cusp of exploding into the fray. As the Borg said in Star Trek, “Resistance is futile. You will be assimilated.”
Summary
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Dushyant Gupta
@guptadushyant
Paris Hector
@hectorparis