Tag Archives: shopper insights

Shopper insights for foresights #IIeX 

Live note taking at #IIeX in Atlanta. Any errors or bad jokes are my own.

I didn’t do anything wrong: The inventor’s dilemma by RIck West

  • In 1989, lots of people had nokia’s which were awesome phones at the time, bricks that never broke. In 2008, smartphones started to enter the market. Why did Nokia go from 55% share to 3%? They did nothing wrong so how did they lose?
  • We don’t want to be sitting here five years from now screaming that we’re relevant
  • But I invented this and we coined this phrase!
  • Today, no one swipes their credit card on a physical charge machine. We swipe in on a Square. No bank certified that charge marchine.  Inventors of the charge machine are now out of business.
  • Five years from now, you will not be doing the same business you’re doing now without major change

Completing the consumer journey with purchase analytics by Jared Schrieber and Bridget Gilbert

  • How do people purchase alcohol for attending an event
  • Data collected from a purchase panel, people take photos of every receipt they get from every purchase everywhere
  • Groups “The Socialite” and “The Rebel” – rebel spends 20% more
  • Trigger, ready to buy, and buy – three stages of the purchase
  • Journey for millenials is straightforward – invited to some event, think about the occasion, speak to someone, mental budget, added to list, talk to friends, check the fridge section, check for sales, compare prices, buy [darn it, I tried to avoid millenial talks!]
  • Millenials are always talking to someone at some point in the journey 
  • Key differentiator with rebels is they don’t speak to people, they have ghost influencers, more likely to say they bought someone else’s favorite type of alcohol, they are thinking about friends or family or whoever will be attending the event [or is this simply self justification of a larger purchase – “it’s not for me”]
  • Socialite – liquor store, express lane, after 5pm, shop in pairs, has a baby, lower income
  • Rebels – grocery store, stock up trip, before 5pm, shops alone, has a pet, higher income 

Brands and American mythology: Narrative identify, brand identity, and the construction of the American self by Jim White

  • We are all tellers of tales, give our lives meaning and coherence 
  • We don’t construct this identity in a vacuum, it’s within our culture, the mythology of our culture, we try to align our lives with the this we’re familiar with
  • We edit and reedit our identities
  • Brand strategists need to spend  more time listening to consumer stories
  • We rarely step back and listen to customers talk about themselves
  • Six languages of redemption – atonement, emancipation, upward mobility, recovery, enlightenment, development
  • We use brands to tell ourselves stories about who we are, to try and give ourselves some reality
  • Brands can be markers in our lives, can tap into that notion of our lives
  • Understand how personal myths draw from cultural myths
  • Ask people to tell stories about themselves not about your brand
  • Find the tensions they need to resolve, can my brand help smooth those contradictions, actualize th story they want to tell

Reimagining the traditional consumer panel by Bijal Shah

  • She’s a promotions company and they have millions of purchase records in their database, they are not a data company
  • Rely on panels but there is a sever lack of scale, not enough information about the entire population
  • We try multiple data sources but often can’t link sources
  • Partner with a DMP to make your data actionable like krux, lotame, Adobe
  • Find unique data source to enhance your data assets

Best practices in Market Research/Consumer & Shopper Insights Kamal Sharma, Hershey Canada and Susan Innes, BMO Financial Group #MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Best practices in Market Research/Consumer & Shopper Insights
Kamal Sharma, Hershey Canada and Susan Innes, BMO Financial Group

  • Have you ever felt that you could get better insights if…. 🙂
  • Client side researchers need to ask questions up front before reaching out to a supplier
  • KAMAL SHARMAQuestions to help with transparency – WHY are you doing the resaerch, HOW will the research be used, WHAT business decisions will be made, WHO do you want to speak to, WHERE do you want to do the research, WHEN do you need this information, HOW MUCH are you willing to spend
  • Budget sometimes dictates what research gets done
  • Is management using this or lower level employees? Is it strategy or tactics or product?
  • Put your specific requirements in the RFP – e.g., do you want daily updates on recruitment efforts
  • If you know someone hates pie charts or loves bar charts, then the client needs to tell the vendor. The vendor needs to know the hot buttons, the dreaded words, the current fads, or the project will fail.
  • If incremental costs occur, say so immediately. Have a conversation right away.
  • Decision makers value variety of sources. Only 1 in 5 marketers are familiar with data [that’s really sad]
  • When you lack synthesis skills, decisions can be disputed, performance measures are misleading, opportunities are overlooked. Marketing researchers can help with this.
  • Address conflicting information in research findings – changing sample sizes, different demographics, different questionnaires, timing
  • You need a lean and scaleable data management/integration tool. It should allow you to identify errors.
  • Topic shift…
  • Think about millennials – aged 16 to 34 – compulsive buyers, purchase snacks for instant consumption, choose items based on taste and accessibility and ease of rationing, brand loyal; they want to support causes – Toms 1 for 1 shoes

  • Prefer fresh organic food and prepared to pay a premium
  • Millennials like a variety of stores, enjoy specialty stores
  • marketing to millennials – word of mouth is important but social media makes it happen a lot more quickly, think of Lay’s chips create your own flavour, market your products from a good for you point of view, nostalgia requires you connect with people on an emotional level, use lots of vibrant colours
  • Topic shift….
  • Client side researchers are looking for answers to questions not 200 pages of descriptive statistics
  • When you go into a meeting, have a one page bullet point of meeting notes. You may not get answers but you ought to ask the questions.
  • Nail the business question up front so the data answers the question being asked.

BIG BUSINESS Shoppers in the Moment #ESOcong #MRX

… Live blogging from the 2013 ESOMAR Congress in Istanbul Turkey. Any errors are my own, any comments or terrible jokes in [] are my own…

esomarCongress

Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to considerAdrian Sanger, Nielsen, UK, Jeanne Danubio, Nielsen, USA, Nikhil Sharma, Nielsen, USA

  • How people shop – the right digital touchpoint, where people buy – the role of the categoryP1090958
  • Convenience – ugent needs, immediate consumption
  • Inspection barrier – if you need to see/touch/smell the product yourself, then the store is the easier way of doing it
  • Convenience – people who are willing to stock up, or products that are used up quickly, e.g., dogfood or toilet tissue
  • Price Value – high price to weight ratio, product margin
  • Categories matter – diapers – 62% of shoppers use digital; baby food – 54% use digital; diapers seem to be more digital but data suggest otherwise; digital diaper is used for discovering new brands and get useage ideas; baby food is more for gathering product information and accessing product reviews
  • shoppers matter – hispanic shoppers use blogs more often; african american shoppers favour store website or mobile apps compared ot other ethnicity
  • categories are moving online, the path to purchase has become more complex, there are shifts between planned/unplanned purchases when the trip goes online – where do unplanned purchases go when you shop online
  • new business models are emerging – click and collect is increasing, click and pickup anytime is increasing – Bricks and clicks connect
  • you must understand the shopper and their touchpoints, connect the bricks and clicks, influence their path to purchase, keep going

Feel Nothing, Do Nothing: Unlocking the emotional secret of online spendingJoost Vastenavondt, MasterCard Europe, Belgium, Koen De Vos, MasterCard Europe, Belgium, Orlando Wood, BrainJuicer, UK, Tom Ewing, BrainJuicer Group, UK

  • we like to believe that we are logical, analytical and deliberateP1090960
  • emotions simplify and guide our decisions
  • you can build a behavioural activation towards a brand in the aisle, as simple as a path of stickers on the floor or by simply leaving a branded sticker of your credit card at the cash register of a store
  • recruited 1000 responders and monitored all the URLs they visited, passively – where, how long, sometimes asking responders to share satisfaction with specific sites
  • it’s not a purchase journey, it’s a purchase zone where people bounce from site to site in no order at all  [i call it a purchase spaghetti]
  • how can you nudge behaviour within a zone?
  • happiness of a first purchase is a good predictor of a second purchase; make people feel happy on their first visit and they’ll come back
  • happy customers stay on a site longer – when 40% of people are happy on your site, they spend 10 minutes on it
  • people who only browse, only 30% of them feel happy when they leave. of those who buy, 67% of them feel happy when they leave. [soooo shopping addicts love shopping?]
  • credit card purchasing feels happier than debit card purchasing [i.e., people who have no money but buy something feel better than people who are actually spending money]

A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today’s ‘new’ consumerHeather Dougherty, Experian Hitwise, USA, Maria Domoslawska, Research Now, USA

  • [GOOOOOOO Maria!!!  🙂 ]
  • single source methodology incorporating PC behavioural tracking, Mobile behavioural tracking, survey fielding, and Mobile-GPS app usageP1090967
  • holiday shopping study, traditionally the time of the year where retailers go from in the red to in the black
  • in the US, black friday was co-opted by online retailers and now cyber monday has taken those over; peak in the UK is boxng day
  • only 4% of people said they planned to shop using their mobile phone
  • amazon is massively first followed by walmart, best buy, and target;  but different retailers had peaks on different days – black friday/cyber monday/thanksgiving
  • [do you eat dinner and shop on your phone at the same time?]
  • 83% of searches for a retailer were navigational only, 68% mentioning a product used brand names, e.g., ipad vs tablet
  • people SAY they use HotUKDeals at number 10 site but it turned out to be number 2 site, as a result of social networking, perhaps they didn’t intend to go there, they were disrupted in the path to purchase
  • affluents are less interested in early sales
  • early shoppers are flourishing familes and older shoppers
  • Black friday shoppers and suburban and families
  • Weekend shoppers are boomers and middle class melting pot
  • highly affluent like high value, prestige, motivated by premium offers, likes trying new products – use these marketing strategies
  • there is no such thing as average customer – you need segmentation with behavioural and attitudinal data

P1090981

SoLoMo in the Colombian Shopper Experience by Pablo Sanchez Kohnt #ACEI_CO #InvestigAction2013 #MRX

… Live blogging from Bogoto, Colombia, any errors are my own, anything written in [ ] are my own thoughts …

ACEI Bogoto Colombia

  • [Dear Canadians and Americans, it’s spelled colOmbia not colUmbia  🙂  ]
  • About 20 people in the room have bought a smartphone in the last 6 months but none of them for the first time
  • 8 in 10 Colombians use the internet
  • 5 to 7 hours online on a daily basis, which is above the global average, most common is Facebook
  • Mobile users use about 5 social media services while fixed users used about 3 social media services, though facebook is the same for both types
  • WhatsApp is more common on the mobile device but then it is designed for mobile
  • Mobile users connect from more than 3 places where fixed users only connect from 2 places, mobile is 3X more often during shopping, 14X more during transit, and 20X more from restaurants
  • “not having your phone is like not brushing your teeth”
  • mobile users connect to about 5 categories of brands, fixed users about 4 categories of brands
  • people who have smartphones bond with commercial spaces – airlines, fast food
  • 49% of mobile users have bought something online, 36% of fixed users have bought something online, most often tickets to events
  • [love how the translator also translates the speaker talking to himself 🙂  ]
  • 35% of mobile users search online to learn about a shopping mall, but only 11% of fixed users, same for comparing prices
  • People often do a check-in without knowing that they’re doing a checking, facebook does it without really telling you [so turn off your geo location if you don’t want them to do it, it’s just a wise thing to do anyways]
  • You can talk to your friends and family because you like to not because you’re receiving a financial incentive, social networks need to be like this to
  • ZMOT by Google – very relevant to mobile users
  • People will see a product in a store, and then go home and research the product online [that whole purchase funnel thing really should be called the purchase spaghetti]
  • amazon has price check for iPhone, you can see whether amazon is giving you the best price,
  • “happy shop” lets you earn points by checking into stores, this is in Latin America
  • create a heat map of where people shop in a store or in a mall, and do it real time. doesn’t require any checkins but does require your phone geo to be on
  • use a QR code for continuous feedback information on a product
  • our devices can detect whether you using a small screen of a phone, a medium screen of a tablet, or a large screen of a computer, this is better for creating surveys
  • also good to use is clickstream or navigation collection though this has a lot of privacy concerns, ios doesn’t allow this so we have to work around it
  • has our behaviour been modified because of these tools? yes, a little.

https://twitter.com/armau10/status/377806366683181056

Lower Income Shoppers at Safeway by John Wright #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. ***                                                                                                          ***

Safeway’s Approach to the Lower Income Shopper, John Wright, Director, Consumer Insights, Safeway

  • Cannot apply the CPG model to a grocery store
  • Skews a bit higher income, which means sometimes higher ups want to focus on higher income people. But the grocery store is still a gen pop store. They love everyone’s grocery dollars.
  • Smaller households, older, not employed, lower education, smaller county sizes is the macro view of the population. There are still segments and micro-segments.
  • A lot of 65+, some families, some hispanics, under 35 are some of the segments

    Example of an American grocery store aisle.

    Image via Wikipedia

  • Financial worries are high70% live from paycheque to paycheque
  • Put yourself in your shoppers shoes, put management in the lower income group, Many worry about having enough food to put on the table. If price of gas goes up, that’s food money out of their pocket.
  • Eating patterns – Lots of trade offs, they ask trade off questions because everything is deemed to be important – taste, price, nutrition. Nutrition is at the bottom of the list, price at the top.
  • What do they eat – less likely to find salad, omelet, yogurt, fresh fruit. More likely to eat bacon, meat, chips, pop, bottled water, pasta
  • Attitudes – they know it’s not healthy, they know they need more vitamins, iron, etc. Signs don’t help, they know.
  •  Lifestyle – skews to computer games, TV, music, talking on phone, doing nothing. Less health club, biking, attending sporting event, gardening, home improvement
  • Spend less per trip, but they make more trips. Some related to paycheques. Communication needs to reflect this. Big on circulars.
  • They plan out meals, particularly families. Circulars help do this, also drive list behaviour. They shop multiple stores, in bulk, store brands, stick to the list, stay in budget. They don’t like cooking but they do cook from scratch because it’s cheaper. This is why they don’t eat as healthy, they believe it’s cheaper not to.
  • Incomes are less stable. Not proactive around health. Prioritize other things over health. Heavily into deal seeking.

7 Dimensions for Shopper Marketing Success by Pradeep [FAB!] #TMRE #MRX

Live blogs by @LoveStats of @Conversition. 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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Seven Dimensions For Shopper Marketing Success
Dr. A.K. Pradeep, Chief Executive Officer, NeuroFocus, Inc.

  • MR is hip and cool [and he has dressed the part  and is talking the part:) ]
  • [Now we’re watching a wrap video about market research, by “cool” people in suits]
  • We have learned more about the brain in the past five years than all of human history combined
  • Dense array EEG, millisecond timing analysis, millimeter source location, signal processing and pattern recognition algorithms. [Wow. typed that without looking without one typo!]
  • Is eyetracking a poor person solution? When you look at something, maybe it’s interesting, or because you’re confused. You can’t tell with just one tool.
  • I may be looking at you so you think i am totally engrossed in you but really, i’m not. 🙂
  • We are not creating neuroscience. We are taking the wo
    Image representing Dr. A.K. Pradeep as depicte...

    Image by Dr. Pradeep / Neurofocus via CrunchBase

    rk of scientists and applying it to marketing.

  • We measure attention, emotion, retention
  • 100 million bits of information going to the brain and we process 40. yeah, 40.
  • You don’t pay conscious attention as you navigate a store. Things you do to pull attention aren’t working.
  • Why are you tired after shopping for three aisles? Your hungry computer brain has been very busy. Attention is very important.
  • Emotion can be measured directly in the brain. Don’t ask consumers how they feel. The act of thinking about it, changes it. Don’t ask your spouse if they love you. 🙂
  • Retention: One scene of an ad or movie reminds you of the entire ad or movie. There is no media spend for that replay of the ad. Reactivate the ad at the point of purchase.
  • Purchase intent – motivation to buy. Novelty, brain loves newness. Your brain is constantly asking is this new, is this new, is this new [i do that in EVERY presentation 🙂 ]  Awareness – did you get it?
  • You can measure all of this without asking one single question.
  • What does the brain say is a superior shopping experience?
  • How easy and intuitive is it to get information? Do we overload brain? Any time attention goes down and memory goes up, the brain is telling you its intuitive.
  • Interaction – can you interact with the product? Apple store lets you play with everyone. Other stores have everything under lock and key because I don’t trust you.
  • I’m sure you talk about the homunculus every day [this guy is funny!] 60% is dedicated to palms and lips. do you let people use their palms? The cart you’re pushing doesn’t count.
  • Coke in a bottle tastes better than a can. The shape, the ridges, the round glass, your brain is firing.
  • Why is he asking questions? He doesn’t really care what we think. He is pushing for interaction.
  • Entertainment – We need a break. Talk to their brain not just their wallet. Entertainment is emotional. It takes away from attention.
  • Education – Give me one single fact, even just one per day. People will go to your restaurant wondering what your daily fact is. The brain loves this. It doesn’t have to be amazing. We like the stupid stories on the back of packages about how hard the founder worked and nobody helped him ever. When you know where something comes from, your brain thinks it is superior information. That’s a good fact.
  • Simplicity – Don’t make me waste my energy. We can count to three. The brain loves three. Step 1,2,3. Take 7 down to 3. Maybe we just need three commandments instead of ten. 🙂 Simplicity is the rule of 3. The cereal aisle is the worst aisle. it all looks the same. they’re all seemingly different. It looks like someone walked through the aisle and threw up with all those colours. [this guy is HILARIOUS!]
  • Self-worth or self-esteem – have i made my consumer feel better about themselves by picking my product?  It doesn’t have to come from someone saying how smart or great you are. A puzzle that you solve can do it. How do I get shoppers in my aisle? Not balloons, not signs, put a mirror. 🙂 The mirror is a compliment. [ok, we’re all laughing now] This is brain food.
  • Community – A part of us is still a teenager. Biologically, teenagers cannot reason as well but they do understand the language of emotion. “Do your homework and you’ll make me happy” makes more sense than “Do your homework and you’ll get a good job”. Your ability to reason is behind emotions. The brain finds safety in groups. Community is critical and comforting for the human brain. This is why facebook is powerful. A community in the store, at the aisle?
  • It is not the promotions that make a better experience. It is superior when the consumer lingers in the store.

BP Shopper Insights Neurometric Case Study #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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2:15 – Engaging Fuel Consumers at the Street & the Pump: BP

Pay-at-the-pump gasoline pump in Indiana, Unit...

Image via Wikipedia

Shopper Insights Neurometric Case Study
EmSense and BP

  • 10000 British Petroleum gas stations and over 2 million consumers every day [BP is a great social media data quality case study – BP=blood pressure, basis points, brad pitt]
  • How do consumers interact with the gas station and visual elements. focus of what people do not what people say. [actions always speak louder than words]
  • What do people notice when they’re looking at gas stations as they drive down the street?
  • Recruited people once they arrived at the gas station so they could monitor the entire pumping experience. Needed equipment that function under varying degrees of naturalsunlight, uncontrolled lighting. Had to be able to move around.
  • Interested in cognition and emotion – easy/difficult/thinking vs like/hate [finally some methodology!]
  • Recruited several hundred people over 2 weeks. Took 20 minutes to complete each person’s gas pumping experience. Had to choose representative pumps because all the pumps are different.
  • Where do they while they pump? Right at the pump. Not at other cars. Not at the signage across the way. Pumps are quite tall and signs on top of the pump are out of site and people don’t look there. They look immediately around the price section of the pump.
  • Now a Drive-In study where you can’t hook people up with equipment. Apparently lawyers don’t like that. 🙂
  • What do drivers notice on approach? They showed videos of people approaching gas stations. Once they pass the station, people don’t think about that station anymore. Canopy tops are noted. Amenities are noticed. Price is noted. “Light approaches” are  missed [I don’t know what that is.]
  • Had people drive in to the station.  Did they noticeanything? The more cluttered pump caused confusion. The less busy pump was more enjoyable. Consumer ratings confirmed those results. Consumers want a clean station.
  • [Love how the new methods validate existing methods and identify parts where we thought wrong. See? One method does not fit all. And, one method’s results should not transfer identically.]
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