©TNS 2012
©TNS 2012 2Several trends arecoming together tochallenge the 100year old businessmodel behind MarketResearch
©TNS 2012 31.Market Research startedbecause the data needed tomake decisions were rare2.Specialized skillsetsdeveloped aro...
©TNS 2012 4But we now live in a world where data are not rare…
©TNS 2012Market research must evolve to fit this new reality51How can we capitalize on thewealth of data now available?How...
©TNS 2012We need different mindsets…Old ResearchAskingInfinite questions we could askClient business issue narrows topreci...
©TNS 2012…and new skill sets7Old ResearchCollect DataSample DesignQuestionnaire DesignBanners & X-TabsDescriptive Analysis...
©TNS 2012Big Data, Little Data and NEW Market Research8New Realities“Old approaches are no longer the right approaches”New...
©TNS 2012 9New Realities“Old approaches are no longer the right approaches”
©TNS 2012Most of our “Standard” survey metrics have shockinglylittle relationship to actual buying behaviorCorrelations ve...
©TNS 2012Multi-source, Big & Small Data11Multi-sources of data − mayrequire big data platformsConnection of data sources f...
©TNS 2012Consider how we use multi-source data for Exploring,Interrogating, and PredictingHard integrationPredictingExplor...
©TNS 2012Using technology we knowmore than ever aboutcustomers‟ experiences withoutaskingAd exposureMobile usage (apps, fe...
©TNS 2012 14New Acknowledgments“Assuming what people tell us is true, is often wrong”
©TNS 2012The reality of most questionnaires…15Do youremember ifyou saw thisad?No, I don‟tthink Idid? Did I?Erm, yes…
©TNS 2012Observing panelist exposure to digital media16DME Technology tracks onlinead exposure across surveypanels using c...
©TNS 2012So can we use technology to link observational,attitudinal and behavioral data?17Saw the adBought theproductTNS c...
©TNS 2012What did we learn?18The campaign had a significant impact on dollars spent on thebeverage during the campaign…16....
©TNS 2012Surely technology should be able to move us beyondjust online ad exposure?19SINGLE SOURCE PANELCross mediaimpact ...
©TNS 2012Example - Traditional recognition metrics aremisleading20First, we confirmed thatRecognition should not be usedto...
©TNS 2012 21New Uses“Market Research‟s role in „Marketing‟ is now broaderthan it has ever been”
©TNS 2012 22New Data and Technologyallows Market Research tomove into areas where itpreviously hasn‟t beenable to play
©TNS 2012New Research: Using Market Researchto better target opportunities23Via a 3 minute surveyit is possible toidentify...
©TNS 2012Look-alike modelsLook-alike modeling lets you reach your Brand GrowthTarget in digital media at mass scaleGrowth ...
©TNS 2012Example – „Digital Segment Targeting‟ delivers moreimpressions to the right consumers250%% of segmentCum % of all...
©TNS 2012Big Data, Little Data and NEW Market Research26New Realities“Old approaches are no longer the right approaches”Ne...
©TNS 2012 27“Someone has to do something……It‟s just incredibly pathetic that ithas to be us”Jerry Garcia
©TNS 2012
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Big Data, Little Data, New Data and the Future of Market Research by Kirsten Zapiec and Larry Friedman of TNS - Presented at the Insight Innovation eXchange North America 2013

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In a world where data are plentiful, not rare, what are the new mindsets and skillsets market researchers need to prosper? The presentation will discuss New Realities (that old approaches may not be the right approaches anymore), New Acknowledgements (that assuming what people tell us is true, is often wrong), and New Uses (that MR’s role in “marketing” needs to be broader than it’s ever been).

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  • Saw the adTNS conducted a digital brand effectiveness study for a beverage campaign where ad exposure was tracked across the TNS research panel. Groups of exposed and not exposed panelists were surveyed by email to measure the lift in brand metrics (e.g., brand awareness, opinion, consideration, purchase intent, etc.)1,204 exposed (TNS surveys)412 control (TNS surveys)Bought the productTNS also matched the exposed TNS panelists with the Kantar Shopcom purchase data platform to determine the lift in actual purchase of the beverage.
  • Stefan, can we build the three screens?
  • Let’s talk about how to best design this slide. I would like to make the following points:1.) Recognition is not an appropriate measure of a TV ads success. And it should never be used as a proxy for exposure.2.) In this specific case (and likely many others). Awareness and attachment to the brand drove recognition of the ad.3.) Without actual exposure data, the campaign appeared to be much stronger than it actually was.
  • How we do it
  • A major CPG company wanted to target its “Growth Segment”Using Digital Segment Targeting, the campaign reached their “Growth Segment” 2-4x higher than with an untargeted, random approachFor example, over 60% of the U.S. “Growth Target” were reached by targeting just 20% (the “right” 20%) of the U.S. online population
  • Big Data, Little Data, New Data and the Future of Market Research by Kirsten Zapiec and Larry Friedman of TNS - Presented at the Insight Innovation eXchange North America 2013

    1. 1. ©TNS 2012
    2. 2. ©TNS 2012 2Several trends arecoming together tochallenge the 100year old businessmodel behind MarketResearch
    3. 3. ©TNS 2012 31.Market Research startedbecause the data needed tomake decisions were rare2.Specialized skillsetsdeveloped around datacollection and analyzing datafrom single projects
    4. 4. ©TNS 2012 4But we now live in a world where data are not rare…
    5. 5. ©TNS 2012Market research must evolve to fit this new reality51How can we capitalize on thewealth of data now available?How can we understand whythings are happening?2How can we link directly tobusiness performance?3
    6. 6. ©TNS 2012We need different mindsets…Old ResearchAskingInfinite questions we could askClient business issue narrows toprecise questions – which weformulate before collecting dataResulting in exact answers(and/or tried and tested ways ofinterpreting the answers)New ResearchExploring/InterrogatingHuge amount of data from multiplesources available – but NOTtailored to answer specificquestionsClient business issue narrows toprecise questions - which we try toanswer using data which arealready availableMeaning we need to think howbest to answer the questions withthe data we have6
    7. 7. ©TNS 2012…and new skill sets7Old ResearchCollect DataSample DesignQuestionnaire DesignBanners & X-TabsDescriptive AnalysisNew ResearchFind DataMake ConnectionsProgramming & StatisticsMulti-source modeling & predictionData Science
    8. 8. ©TNS 2012Big Data, Little Data and NEW Market Research8New Realities“Old approaches are no longer the right approaches”New Acknowledgments“Assuming what people tell us is true, is often wrong”New Uses“Market Research‟s role in „Marketing‟ needs to bebroader than it has ever been”
    9. 9. ©TNS 2012 9New Realities“Old approaches are no longer the right approaches”
    10. 10. ©TNS 2012Most of our “Standard” survey metrics have shockinglylittle relationship to actual buying behaviorCorrelations versus actual panel purchase behaviour (P12M)Countries: Laundry detergent & retailers in the UK, USA and ChinaRespondent-level = correlation between ratings of each individual and actual behaviour of individualAggregate-level = correlation between sum score of ratings and actual market shareAwarenessFirst Mention AwarenessOther SpontaneousFamiliarityAided AwarenessBrand usageBrand strength0.920.810.870.680.570.250.250.11Stated Past 3 MonthsRegularly BuyBrand Most OftenConstant Sum (Next 10)0.980.960.960.960.580.620.690.74Brand Satisfaction (10-point scale)Purchase IntentionRecommendation (NPS)“Only One I‟d Ever Buy”0.710.030.230.950.310.080.220.37IndividualAggregatevs.IndividualAggregatevs.IndividualAggregatevs.-NOTE:Measures in red are poorreflectors of actual behaviour10
    11. 11. ©TNS 2012Multi-source, Big & Small Data11Multi-sources of data − mayrequire big data platformsConnection of data sources forholistically understandingattitudes and behaviorsTriangulation of multiple datasources to connect storyActionable Insights may be moreinferential than exact
    12. 12. ©TNS 2012Consider how we use multi-source data for Exploring,Interrogating, and PredictingHard integrationPredictingExploring/InterrogatingQuerying multiple datasources to address specificquestions or bring the storytogetherUsing multi-source data onthe same platform forprediction modeling,running of „what if‟scenarios, etc.May use single-source dataor rely on lookalike modelingSoft integration12
    13. 13. ©TNS 2012Using technology we knowmore than ever aboutcustomers‟ experiences withoutaskingAd exposureMobile usage (apps, features, etc)Location awarenessAudio samplingWeb search and sitesBy relying more on ”passive” listening, we can relyless on questioning13
    14. 14. ©TNS 2012 14New Acknowledgments“Assuming what people tell us is true, is often wrong”
    15. 15. ©TNS 2012The reality of most questionnaires…15Do youremember ifyou saw thisad?No, I don‟tthink Idid? Did I?Erm, yes…
    16. 16. ©TNS 2012Observing panelist exposure to digital media16DME Technology tracks onlinead exposure across surveypanels using cookiesCampaignImpact andOptimizationAttitudinalImpactSurveyYesAdNoAdGroups of exposedand not exposedpanelists arerecruited for thesurvey
    17. 17. ©TNS 2012So can we use technology to link observational,attitudinal and behavioral data?17Saw the adBought theproductTNS conducted a digitalbrand effectiveness studyfor a beverage campaignwhere ad exposure wastracked across the TNSresearch panel.TNS also matched theexposed TNS panelistswith the Kantar Shopcompurchase data platform todetermine the lift in actualpurchase of the beverage.
    18. 18. ©TNS 2012What did we learn?18The campaign had a significant impact on dollars spent on thebeverage during the campaign…16.25% lift in$ per 100 HHsCONTROLRatio Change: .90EXPOSEDRatio Change: 1.05PreCampaignPostCampaign$673$607PreCampaignPostCampaign$689$656
    19. 19. ©TNS 2012Surely technology should be able to move us beyondjust online ad exposure?19SINGLE SOURCE PANELCross mediaimpact andOptimizationAttitudinal surveyAdDME Technologytracks online adexposureAdApp on mobile device“listens” to which TVads are viewedApp tracks adexposure ontablets and mobiledevicesAdAdTNS 4 Screen Pilot
    20. 20. ©TNS 2012Example - Traditional recognition metrics aremisleading20First, we confirmed thatRecognition should not be usedto measure effectiveness of TVadvertising.RecognizeTVDo NotRecognizeTVExposedto TVNotExposedto TVAided Awareness70% 47% 57% 51%Power In The Mind 3.99 1.44 2.81 1.71Exposedto TVNot Exposedto TVRecognized the TV 27% 23%Did not recognize the TV 73% 77%While the TV ad positivelyimpacted awareness and brandequity, traditional recognitionmetrics significantly overstatedthe impact of the TV advertising.
    21. 21. ©TNS 2012 21New Uses“Market Research‟s role in „Marketing‟ is now broaderthan it has ever been”
    22. 22. ©TNS 2012 22New Data and Technologyallows Market Research tomove into areas where itpreviously hasn‟t beenable to play
    23. 23. ©TNS 2012New Research: Using Market Researchto better target opportunities23Via a 3 minute surveyit is possible toidentify theconsumers willing tospend more with yourbrand…Buy moreBuy the sameBuy lessGrowthSegment
    24. 24. ©TNS 2012Look-alike modelsLook-alike modeling lets you reach your Brand GrowthTarget in digital media at mass scaleGrowth segmentidentified via surveyAD ADADADInternet BehaviorPurchase BehaviorAD24
    25. 25. ©TNS 2012Example – „Digital Segment Targeting‟ delivers moreimpressions to the right consumers250%% of segmentCum % of all consumers0%20%40%60%80%100%20% 40% 60% 80% 100%20%of “Growth Segment”reached at randomOver 60%of “Growth Segment”reached using DST
    26. 26. ©TNS 2012Big Data, Little Data and NEW Market Research26New Realities“Old approaches are no longer the right approaches”New Acknowledgments“Assuming what people tell us is true, is often wrong”New Uses“Market Research‟s role in „Marketing‟ needs to be broader thanit has ever been”
    27. 27. ©TNS 2012 27“Someone has to do something……It‟s just incredibly pathetic that ithas to be us”Jerry Garcia
    28. 28. ©TNS 2012

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