A Deeper Understanding of the Path to Purchase

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A Deeper Understanding of the Path to Purchase

  1. 1. A Deeper Understanding of the Path to Purchase Mark Baltazar Vice President BrandSpark International June 21, 2012
  2. 2. Agenda BrandSpark International Objectives Methodology Findings Optimizing Future Research Slide 2
  3. 3. Insights Inspiring Innovation Slide 3
  4. 4. We have helped leading brands Slide 4 Page 4
  5. 5. Agenda BrandSpark International Objectives Methodology Findings Optimizing Future Research Slide 5
  6. 6. ObjectivesGain a deeper understanding of the influencers along the path to purchase.Determine whether mobile data collection provides incremental insights.Enhance respondent engagement. Slide 6
  7. 7. Agenda BrandSpark International Objectives Methodology Findings Optimizing Future Research Slide 7
  8. 8. Study Structure Phase 1 Phase 2 Pre-Shop Post-ShopControl Cell Assessment Debrief Phase 1 Phase 2 Phase 3 Pre-Shop In-Store Post-ShopTest Cell Assessment Image Diary Debrief Slide 8
  9. 9. Mobile survey was programmed in SODA™ by Techneos, aConfirmit company. Slide 9
  10. 10. Confirmit, through SODA™, played a pivotal role in connecting pictures taken in-store, allowing us to employ Memory Elicitation Techniques. Phase 2 Phase 3 In-Store Post-ShopTest Cell Image Diary Debrief Slide 10
  11. 11. Agenda BrandSpark International Objectives Methodology Findings – Path to Purchase Optimizing Future Research Slide 11
  12. 12. Shopping lists still an important memory aid 60% will be using a list the next time they shop Q. Will you be using a shopping list during this shopping trip? Slide 12
  13. 13. Marketers have ample opportunity to influence what goes on to this list. Within 7 days prior to a shopping trip, among list users33% Have not yet created their list57% Have partial list10% Have a complete list Which of the following best describes the shopping list you are referring to? Slide 13
  14. 14. There is ample opportunity in-store to persuade brandchoice Only 1/3 of shoppers know EXACTLY which brands they will buy before entering the store Q. For each of the food products you are planning to purchase on your next shopping trip, please select which of the following statements best apply to each product category Slide 14
  15. 15. Price is still influential in purchasing decisions. Considered, but did not purchase product I have always purchased Delissio from various This brand was a higher price stores, so this was the first choice at hand. I did not than similar brands 50% purchase it this time because I had a cheaper alternative available. Other brands/products seem to provide better value 25% I ended up getting the Hawaiian pizza because I have This brand lacked a product feature that other brands had 17% had that before where as with this one I have yet to tried the flavour and was unsure of how I would have liked it. The product packaging looked unappealing 8% Packaging included two pizzas in one package...good Other brands seemed to provide for the environment. Also, this type of pizza offers 8% better quality more natural contents than the others we considered. A family member dislikes this brand 8% Slide 15
  16. 16. The use of photos through mobile, greatly enhancedconsumers’ explanations of their purchase choices. Considered Product “Had some at home and we have a small freezer. Had this pizza been on sale, we may have picked up additional pizzas.” Slide 16
  17. 17. Memory Elicitation Techniques uncovered unexpectedpurchase influencers. Considered Product “Packaging included two pizzas in one package...good for the environment. Also, this type of pizza offers more natural contents than the others we considered.” Slide 17
  18. 18. Mobile helps facilitate enriched learnings aboutimportant trade-offs consumers are willing to make. Considered Product “Same brand of pizza but two for one sale convinced us to buy another type.” Slide 18
  19. 19. Agenda BrandSpark International Objectives Methodology Findings – Mobile and M.E.T. Optimizing Future Research Slide 19
  20. 20. Despite the extra step, the integration of mobile and Memory Elicitation Techniques improved study enjoyment. Respondent Satisfaction Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable % - T2B Mobile 54% 43% 3% 97%Non-Mobile 29% 59% 9% 88% Q. How would you describe your experience with the overall study? Please consider all phases. Slide 20
  21. 21. The incremental study length did not negatively impact engagement. Mobile inclusion increases engagement. Respondent Agreement - % T2B Mobile Non-MobileI would participate in studies like 97% this more often 88%This study was easy to complete 83% 76% This study was too long 22% 11% This study was fun 97% 65% Slide 21
  22. 22. Mobile delivered deeper insights than non-mobile methodologies by leveraging memory elicitation and making it fun. Average Word Counts: Open Ended Responses Mobile Non-Mobile Why did you purchase this 20 300% product? 5 Why did you consider this 16 100% product? 8 11 120%Why did you not buy this product? 5 Slide 22
  23. 23. Agenda BrandSpark International Objectives Methodology Findings – Mobile and M.E.T. Optimizing Future Research Slide 23
  24. 24. Recommendations for Future ResearchGive respondents option to upload study at home External connectivity issues were a concern.Limit the number of photos taken In-store surveys should be quick and should not tax the respondentUtilize Mobile Platforms Mobile respondents are engaged respondents! Use their level of engagement to drive better insights for your clients. Slide 24
  25. 25. In closing…Mobile enhances insights into the path to purchaseGamify the survey/study to increase respondent engagementLeverage Memory Elicitation Techniques to gather deeper insightsA seamless mobile + online data collection platform is critical Slide 25
  26. 26. Thank You! For more information, please contact: Mark Baltazar VP, Marketing Effectiveness BrandSpark International 647-727-4578 MBaltazar@brandspark.com Tim Hanson Marketing Research Analyst BrandSpark International 647-729-3751 THanson@brandspark.com Slide 26

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