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Millennials SegmentationA New Definition for “Moment of Truth”:How mobile and social media arechanging research insights f...
Yesteryear Path to Purchase2Customers used to take a predictable journey toward a sales transactionFunnelreasoned actionSe...
Purchase decisions today3Customers take an unpredictable journey toward a sales transactionFunnelFunnel is still around,no...
Purchase decisions today4Customers take an unpredictable journey toward a sales transactionFirst moment of truth:real shel...
20 years ago: Efficacy ofmarketing efforts for top 10 retail brands5
Today: Efficacy ofmarketing efforts for top 10 retail brands6
Revolution by smartphone usage761% of all Smartphone users use their mobile device to help make purchase decisions whilesh...
Revolution in Online Discussions875% of users interact with Facebook or Twitterfrom their SmartphoneIn the U.S.:• 57.3 mil...
Interactions that lead to the moment of truthPrice check / price comparisonFind a sales locationFind a coupon or saleProdu...
Mobile research is here … organically10Organic shift of surveys being taken over mobiledevice from desktop browser10% of a...
Product or brand comparisonOnline reviews (Yelp, Amazon, etc)Ask advice or likabilityBrowse brand pageEach of these intera...
Usage of smartphone & purchase12
Devices measured13
Geographical location14
Online or brick & mortar purchases15Once the consumer is in the store, it is unlikely that the consumer will buy online
Amount purchased & location of purchase16Consumers still prefer to go to a physical store, even though they are totallymob...
17
In defense of social media…183 year tracker examined the impact of social media involvement on the frequencyof store visit...
Pre/Post Behaviors in social media19Why: Best information about apurchase decision is gathered close tothe purchase “momen...
What scraping looks like -20123
Social Media Data Attributes Available21Demographics• Gender• Age• Region• Relationship StatusSociality statistics• Number...
22Day-in-the-Life Narrative, Day #1Date: Tues, 13:52:01Source: OnlinePost: “" Cheering for my Steelers at the Pourhouse. S...
23Day-in-the-Life Narrative, Day #2Date: Wed, 12:51:25Source: iPhoneItem: Kids kicked my ass, then yoga kicked my ass. Hom...
The all important “why”:traditional research is still critical24• What was the main reason you visited the store?• What pr...
Geo-fencing and Geo-Validation25The authenticity of respondents engagingwith the research is critical… or you will get
A nice old lady in a cigar store26
Questions?27carol.haney@toluna.com802-254-2117
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A New Definition for “Moment of Truth”: How mobile and social media are changing research insights for brands by Carol Haney of Toluna - Presented at the Insight Innovation eXchange North America 2013

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P&G Exec A.G. Lafley famously spoke of two “moments of truth” in market research – the first at the store shelf, when the consumer decides to pick one brand over another; and the second when the product is being used for the first time. Scion ad researcher Michael Robinson of Omnicom added a third moment of truth, when a message from a brand is sent by an advertiser and received by a consumer. The use of social media on mobile devices by consumers is fundamentally changing the market researcher’s ability to get closer to these “moments of truth” – and the unparalleled measurements are available for harvesting – a new research science is in the making.

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  • P&G Exec A.G. Lafley famously spoke of two “moments of truth” in market research – the first at the store shelf, when the consumer decides to pick one brand over another; and the second when the product is being used for the first time. Scion ad researcher Michael Robinson of Omnicom added a third moment of truth, when a message from a brand is sent by an advertiser and received by a consumer.
  • P&G Exec A.G. Lafley famously spoke of two “moments of truth” in market research – the first at the store shelf, when the consumer decides to pick one brand over another; and the second when the product is being used for the first time. Scion ad researcher Michael Robinson of Omnicom added a third moment of truth, when a message from a brand is sent by an advertiser and received by a consumer.
  • P&G Exec A.G. Lafley famously spoke of two “moments of truth” in market research – the first at the store shelf, when the consumer decides to pick one brand over another; and the second when the product is being used for the first time. Scion ad researcher Michael Robinson of Omnicom added a third moment of truth, when a message from a brand is sent by an advertiser and received by a consumer.
  • The use of social media on mobile devices by consumers is fundamentally changing the market researcher’s ability to get closer to these “moments of truth” – and the unparalleled measurements are available for harvesting – a new research science is in the making. exchange photos, videos, and information of their recent purchase and share them via their mobile device with friends and colleagues, soliciting and receiving feedback.
  • The use of social media on mobile devices by consumers is fundamentally changing the market researcher’s ability to get closer to these “moments of truth” – and the unparalleled measurements are available for harvesting – a new research science is in the making. exchange photos, videos, and information of their recent purchase and share them via their mobile device with friends and colleagues, soliciting and receiving feedback.
  • Transcript of "A New Definition for “Moment of Truth”: How mobile and social media are changing research insights for brands by Carol Haney of Toluna - Presented at the Insight Innovation eXchange North America 2013"

    1. 1. Millennials SegmentationA New Definition for “Moment of Truth”:How mobile and social media arechanging research insights for brands
    2. 2. Yesteryear Path to Purchase2Customers used to take a predictable journey toward a sales transactionFunnelreasoned actionSecondmoment oftruth is firstusageThe TV was the mainmediumthe approachwasuniversalFirst moment oftruth:store shelfThird moment oftruth:brand messagereaches viewer
    3. 3. Purchase decisions today3Customers take an unpredictable journey toward a sales transactionFunnelFunnel is still around,now on steroidsFirst moment of truth:real shelf or virtual shelfThirdmoment oftruth:brandmessagereachesreaderSecond moment of truth:first time using the product
    4. 4. Purchase decisions today4Customers take an unpredictable journey toward a sales transactionFirst moment of truth:real shelf or virtual shelfThirdmoment oftruth:brandmessagereachesreaderSecond moment of truth:first time using the productBillioncombinations
    5. 5. 20 years ago: Efficacy ofmarketing efforts for top 10 retail brands5
    6. 6. Today: Efficacy ofmarketing efforts for top 10 retail brands6
    7. 7. Revolution by smartphone usage761% of all Smartphone users use their mobile device to help make purchase decisions whileshopping, and of these Smartphone users…Over 80% report having changedtheir mind about a purchasebecause of the informationlearned from their smartphonebefore or during shopping
    8. 8. Revolution in Online Discussions875% of users interact with Facebook or Twitterfrom their SmartphoneIn the U.S.:• 57.3 million users access and post toFacebook over their mobile device• Twitter has 13.3 million users posting fromtheir mobile phonesContent is rich and varied: Images, video,news clips, geo-location information, brandaffiliations, product discussions
    9. 9. Interactions that lead to the moment of truthPrice check / price comparisonFind a sales locationFind a coupon or saleProduct or brand comparisonOnline reviews (Yelp, Amazon, etc)Ask advice or likabilityBrowse brand pageLocation:Home or WorkVisiting friends/familyIn transitIn a storeRestaurant / Bar9Purchase momentStanding in lineBrowsing other products“on the way”RTM up-sellsLocation:Online (anywhere)Brick-and-MortarHybridHeralding the purchase orusageReviewing (good/bad) theusagePost emotional impact ofpurchasePissed off, tweeting, postingand outing (after an attempt tocontact seller or manufacturer)Location:Online (anywhere)I am going to purchase … I am purchasing … I have purchasedpricereview
    10. 10. Mobile research is here … organically10Organic shift of surveys being taken over mobiledevice from desktop browser10% of all multi-modal research is now completedover the mobile device18% of difficult-to-reach 18-24 year olds are usingmobile devices to take multi-modal surveysThis is happening on surveys that are…not optimized for the mobile experience(yet more breakoffs)may be 15 minutes (or more) in length
    11. 11. Product or brand comparisonOnline reviews (Yelp, Amazon, etc)Ask advice or likabilityBrowse brand pageEach of these interactionsleads to the moment of truthPrice check / price comparisonFind a sales locationFind a coupon or sale11I am going to purchase …pricereviewHome or WorkVisiting friends/familyIn transitIn a storeRestaurant / BarlocationPassive Metering GeolocationBrand Apps Review AppsBrowser
    12. 12. Usage of smartphone & purchase12
    13. 13. Devices measured13
    14. 14. Geographical location14
    15. 15. Online or brick & mortar purchases15Once the consumer is in the store, it is unlikely that the consumer will buy online
    16. 16. Amount purchased & location of purchase16Consumers still prefer to go to a physical store, even though they are totallymobile enabled; that said, online competes for every purchase, especiallythose that are between $51-100
    17. 17. 17
    18. 18. In defense of social media…183 year tracker examined the impact of social media involvement on the frequencyof store visits and amount spent, by customerStudy controlled for social media bias by recruiting and collecting data beforeFacebook site was created and saw no significant difference in the frequency ofstore visits by the two types of wine customers (those who did and didn’tparticipate in social media) before the retailer started its siteCustomers who interacted with a wine retailer’s social media network visitedstores 5.2 percent more often and contributed 5.6 percent more revenue thancustomers who had a similar shopping history at that retailer but no onlineinvolvementThose who posted more messages tended to buy in larger volumes, andpreferred special or premium productsSales hunters and customers who only purchased only a specific kind of productdid not increase in visits or spendConsumers who engage with companies on socialmedia visit stores more often and spend more
    19. 19. Pre/Post Behaviors in social media19Why: Best information about apurchase decision is gathered close tothe purchase “moment”How: Gather social media data byobtaining permission, and continuallypull key social media data from therespondent and use the time-stamp tosee if the respondent was influencedby social mediaSelf-reported behavior on usingFacebook or Twitter whilemaking a purchase decision:Scraping
    20. 20. What scraping looks like -20123
    21. 21. Social Media Data Attributes Available21Demographics• Gender• Age• Region• Relationship StatusSociality statistics• Number of friends• Number of posts per day• Comment-post ratio• Number of happy birthdaysDiscussions of product and brandmentionsStructured data available:• Read friend lists• Read pages, apps, and domains of the user• Read friend requests• Check if the user is considered "online"• Check how many friends of the respondent are"online"• rsvp eventTextual data available:• Read inbox• Read all posts in news feed + perform searchesagainst the news feed
    22. 22. 22Day-in-the-Life Narrative, Day #1Date: Tues, 13:52:01Source: OnlinePost: “" Cheering for my Steelers at the Pourhouse. Steelersbar at its finest. Here we go!Date: Tues, 17:32:45Source: OnlinePost: “" We did it! Here we go Steelers, here we go! "Date: Tues, 04:16:18Source: iPhonePost: “" Total caffeine addiction happening in my life right now. Havent hadcoffee all day and its headache city right now. Need some ☕! ,""
    23. 23. 23Day-in-the-Life Narrative, Day #2Date: Wed, 12:51:25Source: iPhoneItem: Kids kicked my ass, then yoga kicked my ass. Home, comedy TV,glass of wine, coziness, bed. Down and out. Hopefully tomorrow cheersme upDate: Wed, 12:55:07Source: iPhoneItem: “Before you go off complaining about your TL being flooded by politicstomorrow remember there was a time when young ppl didnt care”
    24. 24. The all important “why”:traditional research is still critical24• What was the main reason you visited the store?• What product was the main product you were thereto buy?• Rate the store on service, availability, value formoney, staff friendliness• Did you buy anything on promotion?• Did you fail to buy anything?• Did you buy anything on impulse?
    25. 25. Geo-fencing and Geo-Validation25The authenticity of respondents engagingwith the research is critical… or you will get
    26. 26. A nice old lady in a cigar store26
    27. 27. Questions?27carol.haney@toluna.com802-254-2117
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