1. cockroaches,
value co-creation &
reflection in #newMR
ignacio.racca@ipsos.com
@nacho_racca

2. “One morning, as Gregor
Samsa was waking up from
anxious dreams, he
discovered that in bed he
had been changed into a
monstrous verminous bug.
(…)
What's happened to
me?, he thought.
Franz Kafka,
"The Metamorphosis"

3. Gregor received a
kind early warning
e-mail from client
that morning too…

4. And found a ring
with a note,
saying:
Data diversity, volume and
velocity represents our Big Data
opportunity and challenge
to rule them all!

5. 5

8. Big data on the important
vs. urgent matters
“Love”
6.910.000.000 results
in 0,19 seconds
“Who will pay my salary…?”
19.100.000 results
in 0,35 seconds

11. Session 1: Value is co-created
Resides in interaction and
ever in the aisolated parts
11

12. Consumer content & cross-media Brand
value
co-creation
#newMR
Research
Agency
12

13. “Calm down you
cockroach, delivering
insights that inspire
is still what clients are
asking you!”
That never changed
for us!
13

14. “Big Idea and creativity are still
king but new ways of interacting
with consumers and explosion of
potential touch-points makes days
harder to brands… !”
14

15. “It has never been
about data but
about obtaining
consumer data with
particular structure…
meant to fit an
specific purpose!”
(…) 15

16. But be aware…
•Response rate is lower and random
samples are dead!, so pay attention to the
inferences you make from data when supporting
your story
•Given lack of time and harder questions to
answer, we depend on blending responses with
“passive data” and new data sources
• If digital revolution impacted us, wait to see the
impact of the brain revolution! Implicit knowledge
and measures tend to be critical.
…access & nature of data changed! 16

17. Consumer content & cross-media Brand
value
co-creation
#newMR
Research
Agency
17

18. Session 2: Brand Communication
is about speaking; but mostly
about listening to the consumer
> Brands tell the story
> Researchers help with the
listening
18

19. Same new channel,
equal challenge! 19

20. What brands learned on how to tell their story?
Brand Graph*360
1  Product Touch-points Familiarity
Brand Associations
Paid Touch-points
2 Attitudes / Equity
Purchase Intent
Earned Touch-points
3 Trial

Usage
InStore & Channel Touch-
4 points
Recomendation
Different touch points… for different targets… to obtain different results

21. First, we understand reception in your key target
for each used touch-point
“
80%
71%
70%
60%
50%
56%
¿Have you seen/
heard / read /
experienced xx?
“
40%
30%
20% 19%
20% 17%
13% 12%
10%
2% 4% 3% 3%
0%
Seen Any TV Ad Print Ad #1 Print Ad #2 Poster Ad Online Viral MTV Promo WebsiteIn-store displayPostcardWord of Mouth

22. Then, we understand impact
on the KPI for the brand in your target
Share of Impact Cinema 2%
FSI 2% 1% Price
on Purchase Intent Magazine ads 3%
Radio 2% 14% Look of Packaging
Sponsorships 4%
POS 4%
13% Channel
News/PR 5%
Website 5%
12% Performance
Promos 5%
In-store 6%
9% Word of mouth
Posters 6%
Television ads 6% 7% On-line ads
Summary of all touch-points, when they are in the mix
(n> 20 in Latam, in variety of studies and categories)

23. Then, we understand impact
on the KPI for the brand in your target
Share of Impact MTV Promo
Viral
on Awareness Postcard TV
Website
OOH #2
On-Line
In-Store Ad
Press OOH #1
WoM

24. So we can offer a complete and actionable
360° revision…
Touch-point effectiveness in relation to
Brand Awareness
TV
Respuesta/ Impacto
Online
OOH #1 Ad
In Store
WOM Press
Website OOH
#2
Postcard
Viral MTV
Promotion
Alcance de Touch-Points

25. Understanding the contribution of the
Own, Paid and Earned media to the KPIs in LatAm
Share on Impact on
Share of impact on Equity Penetration, Frecuency and buy
Earn
Media Frequency
9%
Earn Media
10%
Paid
Media
27%
Paid Media
Own
Own Media 28%
Media
62%
64%
Own Media Earn Media Paid Media
Product WOM TV
Website News Radio
Fanpage, Perfil en Twitter, Advertising Legacy OOH
Canal en You Tube Print
Innovaciones en el Instore
empaque Product Placement
Promotions
Online
Etc…

26. Summary
…but to different extent to each KPI and target.
1
Every Important is to understand how they work together, compared to
Touch-point work alternative combinations
2 Creativity is key
Creativity
3
Multiple touch-points that expand coverage of your story, is
more important than frequency of single same touch-point
Reception
4 InStore activities are as important for ad impact as usual „paid
Product media‟.
touch-points
5 In LatAm, impact is relatively high but it find some limitations
On-Line marketing when it comes to reach/recall; so for some targets should not be
primary channel today
6
Word-of-mouth Great communications triggers WOM. We should focus on
actively providing activities; content and a reason for positive
buzz to be generated.

27. Session 3: Mirror, mirror on the
wall, who is the most updated of
them all?
Inspire your next steps through
your clients´ eyes
27

28. what newMR should
Forget about massive
Reflecting
one-size-fits-all
what brands learned research approaches.
talking to them; Blend different
for finding inspiration data-sources for
on how listening your
to better listen research target.
#Blending

29. what brands learned what newMR should
Forget about massive Forget about massive
one-size-fits-all one-size-fits-all
communications research approaches.
Integrate different Blend different
touch-points in a data-sources for
holistic way so you listening your
can better customize research target.
reception and impact #Blend

30. ad replacement during
natural browsing
{ enhanced by passive data }
30

31. how?
31

32. including...
pre-roll ads
32

33. what brands learned what newMR should
Do not focus on Do not force online
platforms, rather migration but rather
focus on your focus on the Big
Big Idea. Insights and benefit
Then see how you can from new ways of
benefit from digital interaction and data
consumer engagement sources
for better deployment. #newMR

34. what brands learned what newMR should
Internet connection is Research participants
still an aspiration for lack time too and will
many consumers in not give it to you that
LatAm and they do easy. Engage them
not spend the amount with simple listening
of time they wish. mechanics and fast
Engage them with rewarding dynamics.
simple participative #BEsimple #BEfast
mechanics and fast
rewarding
dynamics.

36. what brands learned what newMR should
Emotions powerfully Benefit from #implicit
influence decision measures to better
making. understand
Focus on #emotion consumer emotions
power when telling and enhance your
your story and not insights.
relying only on verbal #neuroMR
queues to enhance
your brand´s
desirability.

37. what brands learned what newMR should
Receptivity of your We have a whole new
message is what world of opportunities
reach is all about. to explore through
Consider using mobile and localized
Location based research.
systems to go where How can we benefit
they are when with Location based
communicating in the systems to listen to
right moment. them in situ?
#soLOmo #ZMOT #mobileMR

38. how can we measure reaction...
in real-time?
across all touchpoints?
in ways that fit our digital lives?

39. brand communications
touchpoint app
photo
brand
media
verbatim
impact
emotion location

40. what brands learned what newMR should
Consumers voice tend Social Listening must
to be more influential play an important role
than brand´s voice. when researching
Online buzz and brands and
Earned Media have a communications.
critical impact on Are we adding value
your brand. Provide by asking the right
them content and a questions and
reason for them to structuring data to fit
appropriate and clients objectives?
share. #Sentiment

41. Session 4: Greatest learning's
come from experimentation
Go out, have fun, find your new
ways, and consider partnering
with geeks for better listening
41

42. thx for interacting!
ignacio.racca@ipsos.com
@nacho_racca