BAQMaR - Conference MR

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  • .
  • Een korte film die een aantal visuele stimuli laat zien bekeken door één respondent HIER KOMT FILM 1
  • This is the setup: we use big screen - projection from behing and eyetracking device in front
  • HIER KOMT FILM 2
  • HIER KOMT FILM 3
  • Consumers have complex financial lives… Consumers have complex financial lives and now more so than ever as the current economic climate has added even greater pressure. They increasingly need – and desire - greater control and security from their financial products.
  • About 4 full sentences in word
  • Consumers have complex financial lives… Consumers have complex financial lives and now more so than ever as the current economic climate has added even greater pressure. They increasingly need – and desire - greater control and security from their financial products.

Transcript

  • 1. Annual Conference 2010
  • 2.  
  • 3. Marketing Research Track WIFI ibahn_conference CODE: 01A3D9
  • 4. REALITY DRIVEN RESEARCH WIM HAMAEKERS Rogil Managing Partner 16 DECEMBER 2010 Getting into the real world of the shopper
  • 5. On the menu REALITY DRIVEN RESEARCH Intro Fusion in Research. Sense-Pack Method Cases Eye tracking – the holy grail? The future
  • 6. PROLIFERATION SKU’S > Intuitive split second decisions REALITY DRIVEN RESEARCH
  • 7. TEST PROJECTION PACK REALITY DRIVEN RESEARCH
  • 8. It’s all about emotions & sensory experiences…. Oldest brain Visual Sensorial Limbic system (emotional) Neo Cortex (rational) Basic feelings Unconscious Fight or Flight Behavioural Unconscious Take/Adapt action Reflexion Conscious Provide reasoning * Source: Dan Hill Emotionomics
  • 9. Dopamine: helps brain cells communicating
    • Regulates emotions
    • Gives feeling of happiness
    • Helps us to choose
    • Generates patterns
    • Correlates in order to predict Expectations
    * Source: Dan Hill Emotionomics, Jonah Lehrer How we decide, Dan Ariely Pedictably Irrational
  • 10. Our Brains are imperfect * Source: Dan Hill Emotionomics, Jonah Lehrer How we decide, Dan Ariely Pedictably Irrational
  • 11.
    • Sensorial signals
    • Emotions
    • Non-verbal communication
    • Main drivers in decision process
    • Orchestrate the muscles
    Research focus = verbal Measures (ratio) REALITY DRIVEN RESEARCH
  • 12. Perception vs Sensation: What do you see?
    • Top-Down
    • VS
    • Bottom up
    REALITY DRIVEN RESEARCH
  • 13. Sens-Pack Model
          • Registration eye movements
          • Eye focus is projected on fovea = condition to be processed in the brains
    QUANTITATIVE Behavioural Data EYE TRACKING QUALITATIVE added value FOVEA added value added value REALITY DRIVEN RESEARCH
  • 14. Is this hot spot from female or male viewers? REALITY DRIVEN RESEARCH
  • 15. Would you get this result out of a quanti/quali? REALITY DRIVEN RESEARCH MEN WOMEN
  • 16. Example gaze replay REALITY DRIVEN RESEARCH
  • 17. SENS-PACK MODEL
    • Instant recognition
    • Shelf impact
    • Distinguishing power
    Usage & Satisfaction
      • 3. Affective processing Communicative values & brand equity
    REALITY DRIVEN RESEARCH Confrontation stimuli
      • 2. Cognitive processing = Seeing & understanding
    Scanning Focussing Behaviour
      • 1. Visibility & identification
    • Brand Block value
    • Main message/claims
    • Product features
    • Communication
    • Imagery
    • Consumer appeal
  • 18. REALITY DRIVEN RESEARCH
  • 19. HEINZ CASE REALITY DRIVEN RESEARCH
  • 20. HEINZ CASE Changing a secondary element resulting in a high impact REALITY DRIVEN RESEARCH
  • 21. REALITY DRIVEN RESEARCH
  • 22. REALITY DRIVEN RESEARCH
  • 23. Former research outcome vs New Approach REALITY DRIVEN RESEARCH Big Screen Projection Flatscreen
    • Brand Imagery
    • Communication
    • Instant Recognition
  • 24. Hotspot REALITY DRIVEN RESEARCH
  • 25. Individual Gazeplot REALITY DRIVEN RESEARCH
  • 26. Beyond traditional eye-tracking output: Parameters REALITY DRIVEN RESEARCH Share of attention Share of attraction Search Time Brand block Value Gaze behaviour Visual equity
  • 27.  
  • 28. What would you decide with following verbal measures? REALITY DRIVEN RESEARCH New Pack Heavy cost saving Alternative Pack 1 Very small cost saving Alternative Pack 2 No cost saving VERBAL MEASURES
    • Market share/share of preference
    • Shelf Impact: instant recognition
    • Search efficiency (can pack be found)
    • Emotional responses
      • High quality ingredients
      • Attractiveness
      • distinguishing from PL
      • Best in Range
      • With unique taste
      • Gives sth. extra to food
      • Worth paying more for
      • Overall appeal
      • Enables to create own experience
      • Enjoyment
      • Own character
      • Trustable
    AT PARITY WITH CURRENT PACK Or tendency lower scores though not significantly AT PARITY WITH CURRENT PACK Sign worse than CURRENT PACK
  • 29. What would you decide with following Eye-Tracking measures? REALITY DRIVEN RESEARCH EYE TRACKING MEASURES
    • Share of attention Heinz brand block
    AT PARITY SIGN. LOWER SIGN. HIGHER AT PARITY
    • Share of attention competition
    • Share of attention Private label
    Attraction Rate Heinz New Pack Heavy cost saving Alternative Pack 1 Very small cost saving Alternative Pack 2 No cost saving
  • 30. Added Value on Conventional Research
    • To detect consequences of a subtle change you need mixed mode research.
    • Objective risk management.
    • New insights through eyetracking on search behaviour.
    • Importance of consistency
    REALITY DRIVEN RESEARCH
  • 31. ALPRO CASE REALITY DRIVEN RESEARCH
  • 32. ALPRO CASE Drastically modernizing the Alpro Flagship Plain soy Milk Test design REALITY DRIVEN RESEARCH confidential CURRENT DESIGN UK TEST DESIGN UK
  • 33. What would you decide seeing these objective measures ? REALITY DRIVEN RESEARCH UK
    • Share of attention Alpro
    • Share of attention private labels
    AT PARITY EYE TRACKING MEASURES NL BE DE ES LESS ATTENTION TO VARIANTS AT PARITY OR MORE
    • Instant recognition
    AT PARITY OR MORE AT PARITY OR BETTER MORE INCORRECT RETRIEVALS AT PARITY OR BETTER AT PARITY AT PARITY OR BETTER AT PARITY MORE TIME NEEDED AT PARITY VERBAL MEASURES SHELF IMPACT
    • Share of viewers other Alpro milk variants in search
    • Share of viewers search exercise
    • Time to find the product
    • Findability - Incorrect retrieval
  • 34. What would you decide seeing these verbal measures ? REALITY DRIVEN RESEARCH UK
    • Buying intent
    • Attractiveness to buy
    • Emotional processing
    • Appetizing
    • Modern
    • Dynamic
    • Appealing
    • Cheerfulness
    • Freshness
    AT PARITY OR MORE VERBAL MEASURES NL BE DE ES WORSE AT PARITY OR HIGHER WORSE WORSE AT PARITY AT PARITY AT PARITY OR MORE WORSE AT PARITY LOWER SCORES BUT NOT SIGNIFICANTLY LOWER SCORES BUT NOT SIGNIFICANTLY WORSE WORSE LOWER SCORES BUT NOT SIGNIFICANTLY
    • High Quality
    • Healthy
    • Nutritive
    • Innovative
    QUALITATIVE & QUANTITATIVE RESEARCH: NEED FOR FUNCTIONAL NUTRITIVE CLAIMS CONSUMERS ARE USED TO
  • 35. ALPRO CASE Drastically modernizing the Alpro Flagship Plain soy Milk Test design REALITY DRIVEN RESEARCH LAUNCHED DESIGN UK CURRENT DESIGN UK
  • 36. SARA LEE REALITY DRIVEN RESEARCH
  • 37. SARA LEE Modernizing Douwe Egberts Aroma Red REALITY DRIVEN RESEARCH CURRENT LEG WHITE LEG GOLD LEG CURRENT NEW
  • 38.
    • Buying Intent
    • Instant recognition DE Aroma Red
    • Instant recognition other variants 
    • Ability to find
    • Emotional processing
    • Craftmanship
    • Rich history
    • Daily use
    • For everybody
    • Luxury coffee
    • First class coffee
    • Freshly roasted coffee
    • Strong powerful taste
    • Mild soft taste
    • Rich aroma
    REALITY DRIVEN RESEARCH WHITE GOLD AT PARITY HIGHER LOWER HIGHER AT PARITY HIGHER AT PARITY AT PARITY HIGHER HIGHER HIGHER AT PARITY HIGHER AT PARITY HIGHER AT PARITY HIGHER AT PARITY HIGHER VERBAL MEASURES Douwe Egberts Aroma Red: Verballly overall better/parity
  • 39. Douwe Egberts Aroma Red: Verballly overall better & Parity – Eye Tracking showed the real risk REALITY DRIVEN RESEARCH
    • Share of attention DE Aroma rood
    • Share of attention DE Premium
    • Search process in Competitive block
    • Search process in DE block
    • % found right pack in 2 steps
    AT PARITY LOWER HIGHER HIGHER BUT NOT SIGNIFICANTLY HIGHER AT PARITY LOWER LOWER EYE TRACKING MEASURES WHITE GOLD
  • 40. BELORIGINE REALITY DRIVEN RESEARCH
  • 41. BELORIGINE Impact of a brand signature in innovation. REALITY DRIVEN RESEARCH
  • 42. Attraction (share of attraction at exposure 3+7 sec) Share of attention (Search – Belorigine strawberry)
    • % Participants with focus on Belorigine
    REALITY DRIVEN RESEARCH 71% 57% 36% 34% Logo (a) Signature (b) But overall between both designs, the number of fixations is similar Number of fixations on Belorigine Total fixations
  • 43. 31 % 68 % Sens-Pack & Category Management
  • 44. Image of first 7 seconds Focus on Contrast Points
  • 45. 41 % 26 % Attraction power: focus within the first 3 sec
  • 46. Maximize Shelf Space = 1.03 Share of fixations / Share of shelf space in the 7 sec. free gaze % attention % shelf space 19% 18% 32 facings
  • 47. Have a contrasting pack = 2.04 9 facings Reus comes in large sizes, uses explicit colours and a large brand name on the pack. % attention % shelf space 15% 8%
  • 48. Where is the best position to promote your new product?
    • At the entrance of the store or in the “Promotion” section of the aisle
    • In a separate section on the shelf
    • Amongst existing SKUs on the shelf
    REALITY DRIVEN RESEARCH
  • 49. Can overfacing help sales of low penetration SKU’s ?
    • YES
    • If it concerns new products, with low awareness
    • NO
    • If brand is already ‘installed’ & ‘known’
    REALITY DRIVEN RESEARCH
  • 50. The Decision Tree of Fair Trade Coffee
  • 51. 1,9 Seconds Benchmark: 3,4 Vs w/o shelf stopper 7,6 Sec. SEARCH TREE
  • 52. Simplify
  • 53. New generation eyetracking device REALITY DRIVEN RESEARCH
  • 54. The future: Shopper marketing evolves Reality Driven Shelves REALITY DRIVEN RESEARCH
  • 55. The Future
    • Fusion!
      • Facial coding – Emotion Tracking – Neuroscience – Observation camera’s – Implicit measurement
    • POS materials
    • Multisensorial approaches adressing to as much senses as possible to differentiate
    • Managing Brand Overchoice’
    • From Shelf behaviour to Shop Behaviour
      • Walking routes - Impact of trolley or basket - Impact of other shoppers / personnel
    REALITY DRIVEN RESEARCH
  • 56. Lessons
    • FUSE – It’s all in the MIX
    • Crunch but simplify
    • Be a sparring parnter & smash your traditional approach
    REALITY DRIVEN RESEARCH
  • 57. REALITY DRIVEN RESEARCH WIM HAMAEKERS Rogil Managing Partner [email_address] Any Questions
  • 58.  
  • 59. Marketing Research Track WIFI ibahn_conference CODE: 01A3D9
  • 60. Towards a Cash Free Day What do Consumers Have to Say Anna Zanghi, VP Debit Product Innovation MasterCard Europe Annick Deseure, Client Service Manager Finance sector TNS Belgium 16 December 2010
  • 61. In 2010, we started looking more closely at the consumer’s actual journey through payments
    • Today we explore some of these slices of life …
    March 28, 2011 Page
  • 62. We delved deeper into our cardholder’s behavior in order to understand how to better meet their needs March 28, 2011 Page Could I live without cash? What do I & my family spend on everyday, week, month or year ? Where do I want to use my card where its not accepted or welcomed ? What stresses & frustrates me when I want to pay? What are my & my family’s everyday payment needs & are they currently being met? What would make me use my card more? How much cash do I like to keep in my purse?
  • 63. Could I live a week without cash? March 28, 2011 Page
  • 64. Experiment “Live a Full Week without Cash”
    • Blog – 19 Pan European participants (NL,DE,SE,UK,IT,PL)
    • 17- 30 yrs (10F, 9M, 9 students & 10 working)
    • Shared experiences daily via www.nocashforme.com
    • Respondents lived full week without paying via cash
    • Wed 14 th – Tues 20 th Apr 2010 => weekday & weekend experiences
    March 28, 2011 Page
  • 65.
      • How open are young people towards a cash free future?
      • How attached are they to cash? How does living without cash make them feel?
      • What are the advantages of using cards instead?
      • Where are the stumbling blocks to use a debit card?
      • What problems need to be solved to move to a cash free future?
    What did we want to learn? 3
  • 66. How we introduced the experiment and what motivated them
    • Go where nobody has gone before
    • The challenge
    • Results presented to top bankers in Europe.
    • International research, uniting 6 different countries
    • Sharing their difficulties and how they survived
    • Encouragements from moderators and participants
    • Grateful reactions : thanks for this opportunity to be able to participate in this research
  • 67. Blog was a success! Towards a CashFree day Total participant posts 552 Total moderator posts 118 Average length of post (words) 73 Average number of posts per participant 29 Average number of daily posts 80 Number of participants 19
  • 68. Their first conversations...
    • Anxious, but excited
  • 69. Participants keen to take on challenge – expectations varied from thinking “would be easy” to others who thought they were in for a “very tough week”..... “ It's going to be fun, but not really easy: Expecting it to be difficult, since do use cash frequently Expecting it to be easy, since do not use cash often “ I think it will be difficult for me, I'm so used to carrying cash. Some stores don't accept anything other than cash…. So, let's try this!” “ I expect this to be fairly easy, as I don’t use cash a lot” “ W e will encounter problems this week. You cannot visit this or that shop this week, ….but can we handle this? Yes! “ “ I really, really, really haven't suffered from using non cash methods. It's been mostly debit card and it is truly a very comfortable tool.” Been a strange - cash free week is quite difficult when it comes down to paying for inexpensive items… parking or ice cream!! ” March 28, 2011 Page Easier than expected Was not that easy “ I realised I can live an entirely normal life without cash...& that was a positive feeling”. “ I've really come to realise that cash means less to me” BEFORE AFTER
  • 70. They all survived living a week without cash, however it was not easy ….
  • 71. The personal experience of a German participant…
    • Yesterday I went to a grocery shop , I suddenly remembered that some of them require at least a value of 5 Euros otherwise you cannot pay with debit card, so I got a bit nervous because I knew I was under that amount, thinking about what else I could spontaneously buy close to the cashier in case that the shop really didn't accept such a low amount to be paid with card . Turned out all worries were for nothing, they accepted the low amount .
    • When I got out of the shop I wanted to go, totally in routine, to the bakery shop....shoot, I had to get back into the grocery shop again to get some kind of bad tasting bread there (I am very into good bakery products...typical German :-/).
    • In the evening I had to wash my clothes urgently....which I normally do just around the corner in a washing saloon where there's only a machine for cash ....several years of living here and I have never asked my neighbours if I could wash at their place . Thanks to God we understand each other well so I really asked them which was an uncomfortable situation for me . I only washed one load of machine, normally I would have done two.
    The personal experiences of a German participant called Apricot on a weekday…
  • 72. The experiment revealed internal and external barriers to card usage Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions
  • 73. Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions “ BUT the look on the shopkeepers face to me was priceless, I laughed inside, felt a bit embarrassed outside, because it makes me look like I can't afford it when I know that is not the case. (UK)” “ I think that, surely at the beginning, we have felt poorer, because cash is real, we can count it in our hands, so we have, at least I hope, a perception of what we are paying for, because we see really our money touching it from our pocket, wallet or bag. (NL)” “ It's kind of psychological belief: it makes you feel you have power in your hands. I am still the one that really likes cash! I feel good when I have a stuffed wallet. (PL)” Feeling poor without cash…
  • 74. Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions “ I couldn't buy the newspaper and I wasn't possible to buy coffee in the canteen. (S)” “ I wasn't able to buy lunch at school.... (NL)” “ I offered coffee at the bar with my colleagues who were very surprised because I was paying with debit card.. they told me I'm crazy: (IT)” “ My only negative experience was when I saw my friends angry face when I told him I couldn't repay my debt right at the moment. (S)” Everyday situations were suddenly difficult and received with a lot of disbelief…
  • 75. Shopkeeper’s reaction sometimes leading to surcharges much higher than the cost of the transaction “ Hmmm, I wanted to only buy a £0.89p pack of Fox's Biscuits and when I pulled out my debit card the guy pulled out the debit card payment machine & looked at me funny then proceeded to say there will be a charge of £1.59p for card payment and gave me an eye like "think about it kid, is it really worth it, you must have some change on you son" (YES his eyes said all that LOL) and I still went on to pay for it, felt like I had just cheated myself. (UK)” Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions “ went to bakery & asked shop assistant if they accept cards and, as expected, she was surprised AND irritated, said "No, of course not". It was like breaking a social rule .!(GER)
  • 76. Participants were very inventive and found temporary solutions to survive Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions instead of ‘going Dutch’ and splitting the bill, pay the whole bill by card and collect cash from friends, or take tours in paying for drinks so the amount is bigger and can be paid by card buy some additional products in order to reach the minimum amount necessary to pay by card “ Portable card readers for market stalls, small coffee stands, …personal portable card reader to pay babysitter or repay debts with friends (NL)” “ Could make deal with coffee shop & pay monthly coffee subscription ” (IT)
  • 77. It was also felt that the move to a more technical society, implies a risk of less personal interaction with the merchant “ A life without cash means: No more talking with the merchant and customer just working with machines and electronic methods, It means more work, hard times, everything moving to fast and no more taking it easy after all that goes on. (PL)” “ I have also experienced that I can live without cash in the Netherlands if I really want to. It opened my eyes up to the fact how developed we already are in the technical world ! (NL)”
  • 78. But a cash free week also made respondents more familiar and positive about other payment methods
      • “ I bought a parking ticket with my mobile phone. At beginning wasn't sure it would work… but it did & was so simple ! (UK)”
      • “ It felt good. It's easy, no more change in the wallet, only a little card in the trouser pocket . (NL)”
      • “ Cash is always the easiest and fastest way to pay. But the more I get used to debit card the less, I miss cash . Although cash is our most reliable payment method today, I think it will become more and more outdated as the technology keeps improving. In the future we will be able to pay with secure debit cards wherever we go. (S)”
      • Cash can be easily enough easily. The practice is better in comparison with the theory , even if with the normal first difficulties. (IT)”
      • I don't usually carry cash at all... The only difficulties I expect is me going over the local toll bridge where I usually have to pay £2 to get over... But I have found a way around this as well... by using debit card (UK). 
  • 79. When the card payment was accepted, it was experienced as fast and easy: 2 core payment needs Input from collage “ The speed: cards’ payment” “ Simplicity”
  • 80. Some even experienced the week as a liberation Cards - “The freedom: to do what we want” Input from collage (IT)
  • 81. In the end, they felt it is possible to imagine a future without cash…but most think this will never happen fully “ Absolutely! Plastic fantastic is what they say right :) No but seriously, cash will mean less and less. If a debit card will be accepted in every store, the future could absolutely be without cash. (NL)” “ I think that cash will disappear sometime in the future, when the technology is good enough over the world. People are going to use other payment methods such as debit card, and I think that we're going over to other payment methods, more and more every day that goes. (S)” “ I believe in a future time we'll always use less cash, but material money will not be 100% erased from our lives. Due to the big (and always bigger) gap between developed countries and poor countries. We're ready, but we're not alone! (IT)” “ I think in many fields the cashless payment will be more and more become the routine and normality, but cash will never be completely replaced by that (G)”
  • 82. In the end, this is how they evaluated their past week…
  • 83. Tips on how to survive a cash free day?
    • Get your boyfriend to pay your ice-cream and your best friend to pay your parking ticket
    • Treat yourself to a lovely home made lunch made the day before
    • Take a coffee-subscription at the coffee shop
    • When you’re at the supermarket to get your groceries, do not forget to buy bread!
    • Spontaneously offer to pay the entire bill in the restaurant. Don’t forget to ask your friends to transfer their part of the bill to your bank account
    • Get acquainted with the neighbours over a cup of tea while you’re waiting for their washing machine to have cleaned your dirty clothes
    • Treat yourself to some great candy in the local shop and forget all your worries concerning the minimum amount for a card payment
    • Discover your neighbourhood and find out what other great shops there are – while you’re at it check if you can pay by card
    • Act cool – you’re only as old as you feel – and pay your tram ticket with your mobile phone
    • Don’t be greedy and transfer a few more Euros to the charity organisation instead of dropping our change in the charity box
  • 84. What did we learn… March 28, 2011 Page Blog gave deeper understanding of the quantitative research Blog & cash free week experiment combined was great way to get participants to break out of habitual behaviour The cash free day is about changing attitudes and habits, technology is already there Blog participants were honoured to participate & took experiment very seriously… Merchants contribute significantly to creation & reinforcement of consumer perceptions, habits & barriers to usage Blog gave a very clear list of all the daily situations where cash is still very prominent They put genuine effort into staying cash free & were very creative Cross country comparisons made blog much more powerful & novel Blog raised considerable interest & excitement within MC & among bankers
  • 85. What do consumers want ?
    • Payment solutions that can simplify and facilitate their day to day lives
    • … removing barriers
    • … addressing complexity
    • … increasing appeal
    • For the industry & all its stakeholders, its about delivering innovation based on “insights”…
  • 86. Annual Conference 2010