Understanding ‘Global’ Consumer Behavior- New Rules for Success

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The world is truly getting smaller while data are getting more abundant. The scale of economic clout is tipping towards developing markets. How do marketers evaluate consumer data and make the right …

The world is truly getting smaller while data are getting more abundant. The scale of economic clout is tipping towards developing markets. How do marketers evaluate consumer data and make the right marketing decisions when the means of reaching customers is different and constantly changing?

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  • 1. Understanding ‘Global’ Consumer BehaviorNew Rules for Success
  • 2. About Us Ipsos is 3rd largest research company in the world Vantis is a division specializing in connecting research results to financial impact across a variety of industry verticals – Mostly innovation focused – 25+ year history of model development 2
  • 3. Topics 3
  • 4. Stating the obvious 4
  • 5. ….And the (very) slightly less obvious Going into 2011, among Western CEOs… More than 80% felt they could grow abroad Fewer than 50% felt they could grow at home Abroad Home 5
  • 6. What is changing in research? 6
  • 7. Means of reaching consumers is different… and changing fast ‘90s ‘00s Today + + ‘00s methods are combined with today’s 7
  • 8. Social media is re-shaping consumer access Population is ranked 3rd in the world. 1. China 1,336,450,000 6. Brazil 192,651,000 2. India 1,178,436,000 7. Pakistan 169,010,500 3. Facebook 845,000,000 8. Bangladesh 162,221,000 4. United States 308,898,000 9. Nigeria 154,729,000 5. Indonesia 231,369,500 10. Russia 141,927,297 8
  • 9. Polling Question Compared with 12 months ago, how much more social media driven data are you using? – A lot more – A little bit more – About the same – Less – We don’t analyze social media data 9
  • 10. And, once you reach consumers… The way they answer questions is different Fortunately in a somewhat systematic way… – By education – By cultural disposition – By how and in what ‘medium’ questions are asked Example of Raw Survey Score Interpretation From Around the World Definitely Would … Probably Would … Might or Might Not … Probably Would Not … Definitely Would Not … ... Buy 10% 12% 11% 8% Year End Penetration 10
  • 11. Modality and Venue matter. Example: Online Intercept Pre- Pre- POP Panel recruit recruit IDI Group Middle of Beginning a Survey of a Survey 11
  • 12. Polling Question In the past year, have you had to think through how to reconcile data from different sources (different countries, different data collection methods)? – Yes – No 12
  • 13. Statistics are getting harder to apply to consumer data asan ‘arbiter of truth’ Do not call regulation and time-shifting Increasing reliance on social gathering places vs. controlled sampling Over-abundance of on-line survey ‘pop ups’ Nuance in data Interpretation 13
  • 14. The dynamics of adoption have changed It is a period where the evolution of social interaction is rapidly outpacing the evolution of social science…moreso than historically 14
  • 15. … which may explain this… Top Two Box % 16% 21% 18% 34% 26% 28% 21% 19% 33% 8%Purchase Intent 12% 8% 9% 6% 4% 5% 6% 3% 26% 20% 21% 15% 17% 17% 13% 13% 13% Nokia Amazon Apple HP Apple Palm LG Apple Dell Booklet Kindle TV Mini iPhone Pre Chocolate iPad Inspiron 3G 2 3Gs 11z Definitely Would Buy Probably Would Buy Failed Succeeded 15
  • 16. So what does all this mean? mar·ket·ing re·search: noun mär-kə-tiŋ rē-sərch The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service …but, now, in a smaller world with more access challenges, rapidly proliferating data sources, and disparate data biases …’Truth’ is getting harder to come by via data analysis – and marketing research data are hard to understand 16
  • 17. Bottom Line…. 17
  • 18. The New Rules – 7 of Them(maybe not all 7 for today…the sky is not falling….but rules for ‘soon’…)
  • 19. 1) Developing Market Best Practices Are Global Best Practice vs GREATER GLOBAL MORE FOUNDATIONAL CONNECTION RESEARCH RELATIVELY MORE IN PERSON METHODOLOGIES AND DOING ‘MORE WITH LESS’ 19
  • 20. 2) The >20 Minute Online Survey Is Untenable, Globally 20
  • 21. 3) Journalism Skills Must Be Embraced By Market Intelligence 1) Opportunism: ‘scooping’ the competition (and getting engaged eyeballs!!) 2) The principles of the discipline 21
  • 22. Getting the Scoop Because there is significantly more social interaction, there are more useful scoops (consumer insights) to be found at any moment… But it requires more might than is typically exerted in marketing intel: Journalism Textbook: Getting scoops requires a great deal of effort, and a very large support team. Many papers station journalists all over the world in the hopes of getting scoops on unexpected major stories, and they supplement these journalists with stringers who sell content to the highest bidder. Having foreign correspondents in place is a crucial part of running a successful major paper, and many news outlets dedicate a large chunk of their budget to maintaining such correspondents, along with their contacts. 22
  • 23. Principles of Journalism 1. Journalisms First Obligation Is To The Truth 2. Its First Loyalty Is To Citizens 3. Its Essence Is A Discipline Of Verification 4. Its Practitioners Must Maintain An Independence From Those They Cover 5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional 9. Its Practitioners Must Be Allowed To Exercise Their Personal ConsciencePew Research Center Project for Excellence in Journalism 23
  • 24. Principles of Journalism 1. Journalisms First Obligation Is To The Truth 2. Its First Loyalty Is To Citizens 3. Its Essence Is A Discipline Of Verification 4. Its Practitioners Must Maintain An Independence From Those They Cover 5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional 9. Its Practitioners Must Be Allowed To Exercise Their Personal ConsciencePew Research Center Project for Excellence in Journalism 24
  • 25. Principles of Journalism 1. Journalisms First Obligation Is To The Truth 2. Its First Loyalty Is To Citizens 3. Its Essence Is A Discipline Of Verification 4. Its Practitioners Must Maintain An Independence From Those They Cover 5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional 9. Its Practitioners Must Be Allowed To Exercise Their Personal ConsciencePew Research Center Project for Excellence in Journalism 25
  • 26. Principles of Journalism 1. Journalisms First Obligation Is To The Truth 2. Its First Loyalty Is To Citizens 3. Its Essence Is A Discipline Of Verification 4. Its Practitioners Must Maintain An Independence From Those They Cover 5. It Must Serve As An Independent Monitor Of Power 6. It Must Provide A Forum For Public Criticism And Compromise 7. It Must Strive To Make The Significant Interesting And Relevant 8. It Must Keep The News Comprehensive And Proportional 9. Its Practitioners Must Be Allowed To Exercise Their Personal ConsciencePew Research Center Project for Excellence in Journalism 26
  • 27. 4) A Key Research Function Is Making ‘Decoder Rings’ DIFFERENT COUNTRIES DISPARATE DATA SOURCES Because all data are biased, a precondition to uncovering insights is fixing biases. DISPARATE BIASES 27
  • 28. 4) A Key Research Function Is Making ‘Decoder Rings’ BENCHMARKS VALIDATION MODELED (vs Stated) DATA PARALLEL TESTS DELPHI ANALYSIS 28
  • 29. 5) We Have to Convey Insight in Universally Understood Terms 29
  • 30. Example Archetypes Top Winner performer Under-priced archetypes Good concept Breakthrough Over-priced Niche/targeted Potential future hit Middle Me too Average Atypical Skeptical ? performer archetypes For Want Value Branding Too premium Commodity Value resistant Unconvincing Unbelievable Caught in middle Poor performer Dog archetypes 30
  • 31. 6) We Have to Report Conclusions, Not Analysis and ‘Proof’ Demographics Male Total (161) 49 Target (48) 60 Index 122 $100M+ Opportunity Gender (% ) Female 51 40 78 18-24 21 25 119 25-34 30 30 100 35-44 20 21 105 Age (% ) 45-54 55+ 17 12 21 3 124 25 Type A Mean Age 36.7 35 95 Male 18 - 34 22 35 159 Gender / Age Male 35+ 27 25 93 Quads (% ) Female 18 - 34 30 19 63 Female 35+ 21 21 100 Caucasian 63 46 73 Hispanic 14 23 164 Ethnicity (% ) African-American 14 15 107 Asian 6 10 167 Other 3 6 200 Married 51 44 86 Marital Single/Wid/Div 49 56 114 Status (% ) Age 5 and under 25 28 112 Children at home Age 6 to 12 21 28 133 (% ) Age 13-17 14 28 200 HH Size (mean) 2.7 3.2 119 Total household Yearly mean ($000) 54.3 48.5 89 income 31
  • 32. 7) Looks Matter 32
  • 33. Implications for Research
  • 34. A little more like journalism… 34
  • 35. A positioning direction… Deliberate RushedAuthoritative Titillating Scientific Intuitive Left Brain Right Brain 35
  • 36. Thank You Jason Brownjason.brown@ipsos.com 212 584 9248