Digital innovation, Robert Madas (GFK), LOTE 2011

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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011

Tools for Growth – Digital Innovation at GfK Research Methods in the Area of “New Digital”

Robert Madas – GfK AustriaApril 2011


1 Mechanics of the Digital World • Background and GfK Solutions

2 GfKExposureEffects.dx• Measures the effectiveness of communications exposure

3 GfKMarketObsurvey.dx• Helps understand the digital landscape and the

opportunities within

Theagenda

4 GfKSocioLog.dx• Digital qualitative methodologies

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1 Mechanics of the Digital World Background and GfK Solutions

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Desk research GfK Austria

Internet User in Europe 2010

Adult population in percent

Internet-users in Europe 2010

Malta

USA: 75

65

RU 32

30

20

41

36

83

90

73

8076 86

60

67

7677

41

69

71

69

84

59

1652

31

34

58

3446

54

52

48

55

49

49

59

36

32 21

10

72

KZ 35

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Desk research GfK Austria

81

88

77

87

93

95

92

84

78

76

94

86

89

83

88

84

Mobile Phone Users in selected CEE countries (2010, Adult population in percent)

80

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Implications of the “New Normal”:New “Pathways to Purchase”

Online

FlyersDirect Mail

mobilePhon

e

POS

Word of

Mouth

TVRadio

More Touch Points: personalized and tailored depending on product category

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Who Owns The Communication About My Brands/Products?

Brand

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Indep. Media

In the past:

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Who Owns The Communication About My Brands/Products?

Brand

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Con-sumer

Indep. Media

Now:

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Digital is Changing Consumers’ lives

shop

communicate

gather informationengage

interact

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Research into new digital

markets and lifestyles

What we mean by Digital in a Research Context

Digitally enabled research

techniques

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Our Approach

Research into new digital

markets and lifestyles

Digitally enabled research

techniques

High Quality GfK

Solutions

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The .dx umbrella brand

“digital experience”:

continuously growing and fully integrated range of digitally enabled tools

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Examples of .dx products

► GfKExposureEffects.dx • nurago product that measures the effectiveness of

communications exposure

► GfKMarketObsurvey.dx

• nurago product that helps understanding the digital landscape and the opportunities within

► GfKSocioLog.dx • digital qualitative methodologies

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2 GfKExposureEffects.dxMeasures the effectivenessof communications exposure

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Ad Effectiveness ResearchConducting interviews with respondents (test-/control group).

• Does your campaign really change people's brand perception

Ad Efficiency ResearchStructure Data of panellists with campaign contact.

• Does your campaign really reach the required target group?

What can we find out?

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1. Access-panellists: previously flagged with a Cookie

2. A pixel is integrated into every ad format used in a campaign

Every ad contact of every panellist recorded (site, placement and frequency)

3. Panellists are invited to take part in a survey (exposed + unexposed).

4. Control & test group responses are compared to evaluate the effectiveness.

How does it work?

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Control group

3

During the campaign Test group

1

4

Analysis

survey

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• Media owner independent - neutral evaluation of campaign

• Pre-screening of panellists to focus on specific target audiences

• Long term/trend studies possible (re-contact)

• Enrichment with structural data (panel profile)

The Advantages

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Case Study "Netbook"

Study Profile

Aim Ad Effectiveness & Efficiency TestingCampaign Goals: Raise awareness of the brand’s netbook offering Increase likelihood to purchase in target group (males, aged 25-44)

Methodology

Panel Tracking with branding survey Control/test group: 800 participants (50/50 split)

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Case Study "Netbook“: Overall brand awareness

Question: “Which netbook brands have you ever heard of?” Free feedbackn= 800

Overall Brand Awareness for Brand A has increased by 5% through campaign exposure.

Control Test

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Control Test

Case Study "Netbook“: Gender split

Question: “Which of the following netbook brands have you ever heard of?“control group: n= 400; test group: n= 400

Aided Brand Recall increased most within the female audience. – NOT the target market

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GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study „Netbook“: Success in reaching the required target group by site

Website A: Sports Magazine Website

Website B: General Interest Portal, Lifestyle

N = 82

N = 123

Website C: Technology review website

Website D: Email portal

N = 82

N = 123

Target group defined as 25-44, predominantly (but not exclusively) male, well educated and high internet users

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3 GfKMarketObsurvey.dxHelps understand the digital landscape and the opportunities within

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Online Behavior Monitoring

Behaviors Online

Optimize Digital Marketing Decision

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Online Behavior Monitoring: How it Works

1.Natural web surfing with minimal bias

Behavior of target market captured and combined with surveys

2. Behavioural and survey insights elements

3. Ability to focus on key sights or sights of interest

Invitations to qualified

opt-in panelists

Behavior

Reasons & impact

Normal internet use for X weeks—then key sights flagged for some pop up

surveys

Complete survey

when exit site

website

website

website

Analysis

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Case Study “Mobile phone purchase”: uncover the influence of online and offline touchpoints on purchase decisions

Planned purchase

Actual purchaseHotlineMagazines/

Newspapers Internet

StoreTV / radio Friends/family

Contact with touchpoints

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Qualitative Follow-up

to understand touchpoints

trustworthiness and role within the purchase decision

Pilot study in Germany: Survey design and flow

Recruitmentof panelists currently

considering to purchase a new

mobile phone and/or plan

Software-download to install LEOtrace®

Browser-Add-On

Initial surveyto understand status of purchase process and relevance of purchase criteria looking forward

Internet monitoringto continuously

measure actual online behavior

Intercept surveysto evaluate

preselected online touchpoints in

real-time

Final surveyto understand status of purchase process

and evaluate touchpoints looking

back

Phase 1:1 week

Phase 2:2 weeks

Phase 3:4 weeks

Phase 4:2 weeks

INITIAL

FINAL

INTERCEPT

RECRUITMENT

MONITORING

Phase 5:3 days

QUALFOLLOW-

UP

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“Paul” Male 30 years Full-time employment 1,500 € - 2,000 € monthly income

Case study: “Paul” plans to purchase a Motorola phone and wants to remain with his current operator

Current situation Planned purchase

Basic phone, i.e. no smartphone

Very satisfied with device

Postpaid flat rate

Satisfied with operator

Already decided on brand:

Just waiting for the end of current contract, considers or

Wants to ask friends/family for advice

Considers same plan as he currently uses

http://www.google.de/imgres?imgurl=http://www.mobilfunk-talk.de/news/wp-content/uploads/2010/02/base-logo2.png&imgrefurl=http://www.mobilfunk-talk.de/news/19860-base-handys-ohne-vertrag-mit-0-finanzierung/&usg=__jf0mAsM-edz9sGgHL2y6ObIgPMY=&h=313&w=709&sz=15&hl=de&start=1&zoom=1&um=1&itbs=1&tbnid=jR0CjiKMbyXDOM:&tbnh=62&tbnw=140&prev=/images?q=base&um=1&hl=de&tbs=isch:1


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“Paul” interacted with three different touchpoint categories, combining online and offline channels

Planned purchase

Actual purchase

Contact with touchpoints

HotlineMagazines/Newspapers Internet

StoreTV / radio Friends/family

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“Paul” used the internet quite extensively visiting 10 different relevant websites mainly focusing on operator websites

28 days online

81 online sessions

65 hours online

5,868 Page impressions (PIs)

48 minutes/72 PIs per session

34 relevant* online sessions

10 different relevant* websites/domains

30 minutes per relevant* domain

24 PIs per relevant* domain

Total internet usage within the 4 weeks of monitoring

11 visits (44 min)

8 visits (26 min)

8 visits (17 min)

7 visits (10 min)

4 visits (7 min)

3 visits (13 min)

1 visit (3 min)

42 visits on operator websites

2 hours

134 Page impressions (PIs)

17 minutes per website/domain

19 PIs per domain

* 58 websites preselected as relevant for the topic (e.g. operator sites, mobile phone manufacturer sites etc.); Intercept surveys were conducted after visit of these sites1


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For instance, on August 10th “Paul” compared offers on different websites – and he “discovered” the iPhone

August 10th

19:03 base.de http://www.base.de/index.jsf

19:03 base.dehttp://www.base.de/handys/iphone.jsf;jsessionid=F341D69B5BBE46FFFD83F67E7E13E819

19:05 o2online.de http://www.o2online.de/nw/handys/handys.html

19:06 shop.vodafone.de

http://shop.vodafone.de/Shop/browseLanding.jsp?shopid=200&id=cat463273&cmsId=privat-handys-tarife&menuKey=1020

19:07 eplus.de http://www.eplus.de/Default.asp

19:07 eplus.de http://www.eplus.de/Handys/

19:07 o2online.de http://www.o2online.de/nw/handys/handys.html

19:07 o2online.de http://www.o2online.de/nw/tarife/tarife.html

Session break


20:35 base.de http://www.base.de/fuer-kunden/freunde-werben.jsf2


20:35 base.dehttp://www.base.de/handys/handy_detail.jsf?geraeteId=1308&tarifId=452&WT.ac=pk/start/ADAC/A/

20:36 base.de http://www.base.de/handys/iphone.jsf

Noticed iPhone offer from his current operator

Switched to O2’s mobile phone offers

After 1 min looked up Vodafone’s devices and plan bundles

Within a few seconds includede-plus in his search

Back to O2’s offers and started to look up plans

Search ended where it started: iPhone offer from Base

Surf diary on URL level

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Purchase decision Rated difficult Purchased over the Internet

Finally, “Paul” purchased an iPhone instead of a Motorola phone and he switched operator and pay-plan

Planned purchase Actual purchase

Mobile phone brand:

Operator: or

Plan: same as he initially used, i.e. Postpaid flat rate

Mobile phone brand:

Operator:

Plan: Postpaid pay-per-use


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4 GfKSocioLog.dxDigital qualitative methodologies

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GfKSocioLog.dx: Digitale Qualitative Research

Digital qualitative Co-creationBulletin boards

Online communities

User experience

Web harvesting / mining

Integrated mobile/online diaries

GfKSocioLog.dx covers a wide spectrum of topics

It works in less developed markets as well!

High internet and mobile phone penetration in many target groups

• In some senses, traditional focus group participants are naked! They are missing some vital parts of themselves (their smartphones, cameras, computers, social networks)

Digital qualitative helps us reach the whole person

Discussion forums

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Digital QualitativeExample: Online qualitative platforms

• Use online qualitative research software built for today's social media culture.

• Create Bulletin Boards & Blogs • Create DelphiBlogs• Create diaries• Assign photo exercises• Ask questions (and probe on

responses)• Present stimuli• Engage participants in group

discussions

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Online Platform: Tool for digital qual research

A flexible online platform that can enable a wide range of online methodologies

Diaries BlogsOnline

Communities

Depth interviews

Group discussions

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A qual 2.0 iPhone appIntegrated PC & iPhone platform

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The Benefits of GfKSocioLog.dx

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Robert Madas

Key Account Manager Technology

GfK Austria

[email protected]