Tag Archives: Market Research Event

Cross Media Marketing by Insight Express and Disney #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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11:30 – Best Practices in Cross Media Marketing and Measurement
Molly Elmore, Vice President of Market Research, InsightExpress
Marc Normand, Vice President, Research, The Walt Disney Company

  • #1 Clearly defined goal objective. Have focus, choose specific objectives. [in SMR, the objective is often “do something in SM. sigh]
  • #2 Less is sometimes more. Do not include random questions that are not related to the objective. Do include brand metrics, target definition questions, profile analysis questions.
  • #3 Accurately define exposure groups. Advertising recall is very inaccurate. Don’t assume ads are memorable. 23% of people think they saw an ad but didn’t. 70% of people don’t remember.
  • #4 Ensure clean, valid comparisons between Control/Exposed group. Weighting can be your friend.

    Daisy Duck from The Walt Disney Company

    Image via Wikipedia

  • #5 Design the survey to capture frequency of exposure.How often do people need to be exposed in order for them to remember it. Binary exposure question is insufficient. 12 exposures in short time can be bad for your brand though.
  • #6 be cautious of screening to heavily [THANK YOU] People are define their target too narrowly. You DON”T KNOW which is the important part of your data every time. WOM gets ignored with excessive screening, out-of-target can become in-target. Broaden your target and get larger sample sizes.
  • #7 Compare to normative if available. Adds context. Can see if the difference you saw is better or worse than similar studies. But take it with a grain of salt, category must be similar, brand awareness should be similar, consideration set must be similar.
  • #8 Incorporate costs into final analysis. TV is expensive option. Can be three times as effective but if it’s ten times as expensive, it may not make sense. [unless the # of people you reach is vastly greater….]
  • #9 Develop analysis with a story in mind. Does the creative accomplish the intended goal – awareness, etc.
  • #10 Explore media vs creative. How are some measures aimed for media vs creative. Do people connect with ads physically. Awareness measures are often media measures, did media do its job. Education, persuasion is the job of the creative. Does the brand come across? Must always have multiple measures because “purchase was flat” isn’t helpful at all.
  • [Very tweetable presentation. Means they gave specific advice. Always good. Thank you presenters!]
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Sesame Street Multi-Platform Study #TMRE #MRX

Sesame Street

Image via Wikipedia

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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8:45 – Sesame Street Multi-Platform
Study
Diana Polvere, VP Market Research and James Williams-Ness, Director of Media Research, Sesame Workshop

  • Three goals – True audience size, children and adults or caregivers; Device interaction – how do people use the new media platforms; Engagement – Not just reach, but how we reach them, frequency, deeper relationship [Hi Grover, we love you]
  • We should be platform and channel agnostic, be everywhere we can. 2005 had six channels, tv, home videso, web option. Now – 21 channels and growing – VOD, netflix, itunes, youtube, hulu, yahoo kids, facebook, twitter, tumblr
  • Digital space apps – monster maker, once upon a monster game, podcasts [I’m loving the sesame street characters on every slide]
  • Not a lot of cross platform measurement. There was no good single solution for web and TV. TV is the hub and didn’t know how they all relate to each other. [Hi Big Bird!]
  • TV 86%, comptuer 48%, video games 45%, mobile, 12%.[Hi cookie monster!]
  • What is the relationship, the overlap among devices? Why choose one platform over another? [Hi Bert!]
  • 20 minute panel survey of 2000 households [Hi Slimey! You’re one of my faves]
  • Co-usage is very important, kids learn more and better when they interact with others [Hi Snufalupagus]
  • 3% of households interact on mobile platform, 3% on podcasts, 12% on computers, 5% on gaming, 12% on audio, 47% on TV
  • 50 millions users on a quarterly basis [Hi Cookie Monster]
  • Viewing is not unique individuals. We know kids will watch the same video ten times [or until you whip a ceramic coaster at the TV]
  • Repetition is good. Repetition is good. Repetition is good. Repetition is good. [Hi Oscar the Grouch]
  • Podcasts are not viewed where you think – 63% watch them on a PC or laptop, not a mobile device. Portability is NOT a key to choosing which device you use. Appropriateness is more important.
  • Sesame Moms – watch with their kids. There are also Digital Dads, a growing audience. Siblings, 9-17 year olds as well.
  • Insight cookies – Extend the reach to digital dads, appointment viewing, know who the adult audience is [Note to presenters – white text on light blue, not so good]
  • Learning is magic – streamline the questionnaire, you don’t need to measure 34 devices in one questionnaire, focus on mobile and apps

Better way to Use Segmentation by YUM!, TNS, and Taco Bell #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The

The classic Taco Bell logo used from 1985 to 1...

Image via Wikipedia

Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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8:00 – A Better Way to Use Segmentation for Strategic Product

Planning & to Drive Innovation
Debra Kassarjian, Director, Customer Experience, YUM Brands
John Essegian, EVP Client Service, TNS

  • Wanted to develop a new menu architecture. It was time for an update. Where were the innovation opportunities.
    HARNESS THE POWER!  [Buzzword bingo 🙂 ]
  • Need to get the information and how to activate it
  • Great segmentation integrates brand, consumer,competitive landscape to  identify gaps; holistic; living document
  • It is NOT target user groups in isolation; a tracker with brand ratings; put it on the shelf
  • Most common downfalls – only identified segments, not linked to opportunities, not at product level; can’t communicate them, lack of organizational structure to bring to life
  • 2001 – no innovation, test market was 50/50 successful, no up-front insights, too much spent on product testing
  • Needed more comprehensive approach to developing new products; melting cheese on everything doesn’t cut it 🙂  [although that does work for me]
  • Started with 2 hours indepth interviews and projective techniques, make people talk about QSR in a way they never have [now @Zebrabites is listening]
  • Take qual work into quant work
  • Used cluster analysis, factor analysis, no magic there [shocking, most people like to think their analysis is unique when it really isn’t 🙂 ]
  • Thought they had “big” covered but they didn’t; restructured so they had a pillar focusing on this area; they had focused on flavours not world of big and meaty and humungous
  • They went barhopping and restaurant visiting with menand their friends
  • Developed 4 to 5 years of pipeline out of this one area
  • Why go to Taco Bell? Sit and stay, waiting for paycheck, on the go, only the best meat, hungry man, fresh and tasty; these create a lot of profile information – demographics, visit motivators
  • Plotted 56 of their menu items to see role and where there are gaps
  • “Live life large” Big fun, big events, big food
  • Led to Triple Steak, 5 buck box, L chalupa, volcano menu, fully loaded nachs; Their ads focus on how huge the food is.
  • [I think everyone wants Taco Bell for lunch after seeing a series of ads focusing on “Big”]
  • They realized they didn’t move fast enough on some of stages – snackwrap, quality. They still need to do beverages, breakfasts, hispanic needs
  • Success rate in 2010 was 80%, consumer based ideas, 90% success at height of program [Now THAT is increased ROI!]
  • Then she moved to Pizza Hut where the situation was the same. 50% success rate at beginning and they had to start all over
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