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Digital innovation, Robert Madas (GFK), LOTE 2011

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    • 1. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 1 Tools for Growth – Digital Innovation at GfK Research Methods in the Area of “New Digital” Robert Madas – GfK Austria April 2011
    • 2. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 The agenda 1 Mechanics of the Digital World • Background and GfK Solutions 2 GfKExposureEffects.dx • Measures the effectiveness of communications exposure 3 GfKMarketObsurvey.dx • Helps understand the digital landscape and the opportunities within 4 GfKSocioLog.dx • Digital qualitative methodologies
    • 3. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 3 1 Mechanics of the Digital World Background and GfK Solutions
    • 4. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 90 76 80Internet-usersInternet User 86in Europe 2010 Europe 2010 69 RU 32 4 KZ 35 59Adult population 58 83in percent 59 73USA: 75 30 84 54 69 67 72 52 20 55 60 77 76 48 10 71 36 41 49 31 36 34 46 32 21 41 52 16 49 34Desk research GfK Austria Malta 65
    • 5. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Mobile Phone Users in selectedCEE countries 95(2010, Adult population in percent) 5 92 80 88 76 94 81 89 87 86 93 77 83 78 84 88 84Desk research GfK Austria
    • 6. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Implications of the “New Normal”:New “Pathways to Purchase” 6More Touch Points: personalized and tailored depending on product category mobile Phone TV Online Radio Flyers Direct POS Mail Word of Mouth
    • 7. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Who Owns The Communication About My Brands/Products? 7In the past: Con- Con- Con- Con- sumer sumer sumer sumer Brand Con- Con- Con- Con- sumer sumer sumer sumer Con- Con- Con- Con- sumer sumer sumer sumer Indep. Media Con- Con- Con- Con- sumer sumer sumer sumer
    • 8. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Who Owns The Communication About My Brands/Products? 8Now: Con- Con- Con- Con- sumer sumer sumer sumer Brand Con- Con- Con- Con- sumer sumer sumer sumer Con- Con- Con- Con- sumer sumer sumer sumer Indep. Media Con- Con- Con- Con- sumer sumer sumer sumer
    • 9. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Digital is Changing Consumers’ lives 9 shop interact communicate gather engage information
    • 10. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011What we mean by Digital in a Research Context 10 Research into Digitally new digital enabled markets and research lifestyles techniques
    • 11. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Our Approach 11 Research into Digitally new digital enabled High Quality markets and research GfK lifestyles techniques Solutions
    • 12. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011The .dx umbrella brand 12“digital experience”:continuously growing and fully integrated range of digitally enabled tools
    • 13. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Examples of .dx products 13► GfKExposureEffects.dx • nurago product that measures the effectiveness of communications exposure► GfKMarketObsurvey.dx • nurago product that helps understanding the digital landscape and the opportunities within► GfKSocioLog.dx • digital qualitative methodologies
    • 14. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 14 2 GfKExposureEffects.dx Measures the effectiveness of communications exposure
    • 15. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011What can we find out? 15Ad Effectiveness Research Conducting interviews with respondents (test- /control group). • Does your campaign really change peoples brand perceptionAd Efficiency Research Structure Data of panellists with campaign contact. • Does your campaign really reach the required target group?
    • 16. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011How does it work? 16 3 2 survey Test group 4 During the campaign Control group Analysis 11. Access-panellists: previously flagged with a Cookie2. A pixel is integrated into every ad format used in a campaign Every ad contact of every panellist recorded (site, placement and frequency)3. Panellists are invited to take part in a survey (exposed + unexposed).4. Control & test group responses are compared to evaluate the effectiveness.
    • 17. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011The Advantages 17• Media owner independent - neutral evaluation of campaign• Pre-screening of panellists to focus on specific target audiences• Long term/trend studies possible (re-contact)• Enrichment with structural data (panel profile)
    • 18. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study "Netbook" 18 Study Profile Aim Ad Effectiveness & Efficiency Testing Campaign Goals:  Raise awareness of the brand’s netbook offering  Increase likelihood to purchase in target group (males, aged 25-44) Methodology Panel Tracking with branding survey  Control/test group: 800 participants (50/50 split)
    • 19. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study "Netbook“: Overall brand awareness 19 Overall Brand Awareness for Brand A has increased by 5% through campaign exposure. Control Test Question: “Which netbook brands have you ever heard of?” Free feedback n= 800
    • 20. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study "Netbook“: Gender split 20 Aided Brand Recall increased most within the female audience. – NOT the target market Control Test Question: “Which of the following netbook brands have you ever heard of?“ control group: n= 400; test group: n= 400
    • 21. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study „Netbook“:Success in reaching the required target group by site 21Website A: Sports Magazine Website Website C: Technology review website N = 82 N = 82Website B: General Interest Portal, Website D: Email portalLifestyle N = 123 N = 123 Target group defined as 25- 44, predominantly (but not exclusively) male, well educated and high internet users
    • 22. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 22 3 GfKMarketObsurvey.dx Helps understand the digital landscape and the opportunities within
    • 23. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Online Behavior Monitoring 23 Behaviors Online Optimize Digital Marketing Decision
    • 24. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Online Behavior Monitoring: How it Works 24 Behavior of target market captured and combined with surveys 1.Natural web 2. Behavioural and 3. Ability to focus on surfing with survey insights key sights or sights minimal bias elements of interest Behavior Analysis Reasons & Complete impactInvitations to Normal internet use surveyqualified opt- in panelists for X weeks—then when exit key sights flagged site for some pop up surveys
    • 25. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case Study “Mobile phone purchase”: uncover the influence ofonline and offline touchpoints on purchase decisions 25 Contact with touchpointsPlanned TV / radio Store Friends/family Actualpurchase Magazines/ Hotline Internet purchase Newspapers
    • 26. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Pilot study in Germany: Survey design and flow 26 Phase 1: Phase 2: Phase 3: Phase 4: Phase 5: 1 week 2 weeks 4 weeks 2 weeks 3 days RECRUITMENT FINAL QUAL FOLLOW- MONITORING UP Recruitment Software-download Internet monitoring Final survey Qualitative of panelists currently to install LEOtrace® to continuously measure to understand status of Follow-up considering to purchase Browser-Add-On actual online behavior purchase process and to understand a new mobile phone evaluate touchpoints touchpoints and/or plan looking back trustworthiness and role within the INITIAL INTERCEPT purchase decision Initial survey Intercept surveys to understand status of to evaluate preselected purchase process and online touchpoints in relevance of purchase real-time criteria looking forward
    • 27. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Case study: “Paul” plans to purchase a Motorola phoneand wants to remain with his current operator 27 “Paul”  Male  30 years  Full-time employment  1,500 € - 2,000 € monthly income Current situation Planned purchase  Already decided on brand:  Basic phone, i.e. no smartphone  Just waiting for the end of current  Very satisfied with device contract, considers or  Wants to ask friends/family for advice  Considers same plan as he currently uses  Postpaid flat rate  Satisfied with operator
    • 28. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011“Paul” interacted with three different touchpointcategories, combining online and offline channels 28 Contact with touchpointsPlanned TV / radio Store Friends/family Actualpurchase Magazines/ Hotline Internet purchase Newspapers
    • 29. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011“Paul” used the internet quite extensively visiting 10 differentrelevant websites mainly focusing on operator websites 29 Total internet usage within the 4 weeks of monitoring 42 visits on operator websites 11 visits (44 min)  28 days online 8 visits (26 min)  81 online sessions 8 visits (17 min)  65 hours online 7 visits (10 min)  5,868 Page impressions (PIs) 4 visits (7 min)  48 minutes/72 PIs per session 3 visits (13 min) 1 visit (3 min)  34 relevant* online sessions  10 different relevant* websites/domains  2 hours  30 minutes per relevant* domain  134 Page impressions (PIs)  24 PIs per relevant* domain  17 minutes per website/domain  19 PIs per domain* 58 websites preselected as relevant for the topic (e.g. operator sites, mobile phone manufacturer sites etc.); Intercept surveys were conducted after visit of these sites1
    • 30. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011For instance, on August 10th “Paul” compared offers on differentwebsites – and he “discovered” the iPhone 30 Surf diary on URL level August 10th Noticed iPhone offer from his current operator 19:03 base.de http://www.base.de/index.jsf 19:03 base.de http://www.base.de/handys/iphone.jsf;jsessionid=F341D69B5BBE46FFFD83F67E7E13E819 Switched to O2’s mobile phone offers 19:05 o2online.de http://www.o2online.de/nw/handys/handys.html http://shop.vodafone.de/Shop/browseLanding.jsp?shopid=200&id=cat463273&cmsId= 19:06 shop.vodafone.de After 1 min looked up Vodafone’s devices privat-handys-tarife&menuKey=1020 and plan bundles 19:07 eplus.de http://www.eplus.de/Default.asp 19:07 eplus.de http://www.eplus.de/Handys/ Within a few seconds included e-plus in his search 19:07 o2online.de http://www.o2online.de/nw/handys/handys.html 19:07 o2online.de http://www.o2online.de/nw/tarife/tarife.html Back to O2’s offers and started to look up plans Session break 20:35 base.de http://www.base.de/index.jsf 20:35 base.de http://www.base.de/fuer-kunden/freunde-werben.jsf2 20:35 base.de http://www.base.de/index.jsf http://www.base.de/handys/handy_detail.jsf?geraeteId=1308&tarifId=452&WT.ac=pk/start 20:35 base.de /ADAC/A/ Search ended where it started: 20:36 base.de http://www.base.de/handys/iphone.jsf iPhone offer from Base
    • 31. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Finally, “Paul” purchased an iPhone instead of a Motorola phoneand he switched operator and pay-plan 31 Purchase decision  Rated difficult  Purchased over the Internet Planned purchase Actual purchase  Mobile phone brand:  Mobile phone brand:  Operator: or  Operator:  Plan: same as he initially used,  Plan: Postpaid pay-per-use i.e. Postpaid flat rate
    • 32. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 32 4 GfKSocioLog.dx Digital qualitative methodologies
    • 33. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011GfKSocioLog.dx: Digitale Qualitative Research 33 Web harvesting / Digital qualitative Bulletin boards Co-creation mining Online Integrated mobile/ User experience Discussion forums communities online diaries  GfKSocioLog.dx covers a wide spectrum of topics  It works in less developed markets as well!  High internet and mobile phone penetration in many target groups • In some senses, traditional focus group participants are naked! They are missing some vital parts of themselves (their smartphones, cameras, computers, social networks) Digital qualitative helps us reach the whole person
    • 34. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Digital QualitativeExample: Online qualitative platforms 34• Use online qualitative research software built for todays social media culture. • Create Bulletin Boards & Blogs • Create DelphiBlogs • Create diaries • Assign photo exercises • Ask questions (and probe on responses) • Present stimuli • Engage participants in group discussions
    • 35. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011Online Platform: Tool for digital qual research 35 Online Depth Group Diaries Blogs Communities interviews discussions A flexible online platform that can enable a wide range of online methodologies
    • 36. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011A qual 2.0 iPhone appIntegrated PC & iPhone platform 36
    • 37. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011The Benefits of GfKSocioLog.dx 37
    • 38. GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011 38 Robert Madas Key Account Manager Technology GfK Austria robert.madas@gfk.com

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