Research effectiveness award finalists #ESOMAR #MRX 


Live blogged at Esomar in Dublin. Any errors or bad jokes are my own.

Driving success through big data segmentation

  • Australia affected by the global financial crisis, growth rate almost stopped, increase in unemployment, reduced household wealth
  • GE consumers were trying to pay off their debt balances, also high losses
  • needed to identify the new norm, how did consumers feel after this crisis, can we build a segmentation
  • success factors were driving cultural transformation, fine tune value proposition
  • needed to engage senior stake holders, involve agency partners at every step
  • did an audit of GE’s customer data
  • two samples, 3000 people around australia, 5000 people from GE database, link the two together
  • what is the new norm?
  • australians felt destabalized, the signs weren’t good, felt vulnerable, pessimistic, uncertain about the future
  • they wanted control over whatever they could, they could control their spending, new norm was to live within your means
  • needed a unique GE segmentation that lived on the GE database
  • don’t sit back once the research is underway
  • used videos, handbooks, training packs, reference desk stands
  • everyone knows the target segments and understands them
  • they saw actual change as a result – different people could talk to each other and understand each other
  • net promoter score went up 5 points [cue all the NPS isn’t enough arguments]
  • saw improved sales measures, increases in sales, this led to them training the entire company on segmentation
  • essential to have senior management endorsement
  • essential to have committment to change, high quality research agencies, education, communication, make outcomes tangible by putting numbers on the outcomes

Reinventing convenience store food

  • [huge fan of the 7/11 slurpee! woot!]
  • 620 stores in australia, all franchised, 1.5 billion annually, 6 customers per second
  • how to become a destination for food on the go
  • it wasn’t in decline, but they did make it grow
  • did a knowledge audit with many stakeholders
  • did a qual phase with real people, took them on a bus to various stores
  • also did a quant phase with 1000 people
  • 3 key things: shoppers trust quality and freshness, customers prefer no service, customers see it as fast food
  • hot food still rated high on trust but not as high as chips and candy
  • but people didn’t think the store was fun or attractive, looked bland, no sense of discovery
  • nailed efficiency but not the experience [yup, if I wanted to talk to restaurant staff, I’d go to hungry jack]
  • people want to be left alone in the store – anonymity, no judgement, freedom, naughty fun, gives them control and flexibility with flavours and additives
  • on a survey, they ranked with burger king, subway, kfc, hungry jack as a fast food store – they both offer real meals – i.e., a meal is a chocolate bar, chips and a pop [LOL yeah, i get it🙂 ]
  • each meal has different marketing needs, needed to build craving for lesser known products
  • growing in appeal and affinity in this category finally
  • [This is my choice as the winner, hope you win!]

Using survey data to target customers and increase ROI through digital media

  • conversion model to identify consumers willing to spend more on your brand
  • survey of 10 000 travelers of 7 brands of holiday inn brands, about 2200 open to staying at holiday inn in the future
  • [quite the sales pitch here. you can ALWAYS discuss a product without making it a sales pitch😦 ]
  • scaled 2200 travels into 15 million travels with a look alike model of internet behaviour
  • four outside companies played a role in creating ads, tagging and measuring the campaign, purchasing the audience
  • 500% increase in bookings
  • [didn’t get to see a model😦 ]

2 responses

  1. You are doing a great job posting in real time!

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