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JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
N...
Using mobile to understand
the consumer
brand experience
Presented by: Marie Ng
marie.ng@millwardbrown.com
How can we think about mobile research?
2
Sometimes it’s both! We can conduct research ‘about’ mobile, ‘using’
mobile.
Is ...
What is brand experience?
3
Understanding the brand experience is important to round out our
knowledge of brands, and to h...
How can mobile help capture the consumer
brand experience?
4
Mobile can help us get closer to consumers while they’re in t...
5
Key Questions
1. How do brand experiences impact
the way consumers think and feel about
a brand?
2. How can we understan...
How did this study work?
BRAND SURVEY
ONLINE
EXPERIENCE DIARY
MOBILE
RECRUIT TARGET
AUDIENCE
Total study length: 5 weeks
6...
7
So what did we find?
1. How do brand experiences impact
the way consumers think and feel
about a brand?
2. How can we un...
Brand’s current position
8
• New launch in early 2012
• Challenge is raising awareness and generating trial
29
95 94
10
79...
But those that experienced the brand generally had a
good experience
*Results similar across category9
85
13
2
Top 2 Box (...
10
So what did we find?
1. How do brand experiences impact
the way consumers think and feel about
a brand?
2. How can we u...
The online community revealed how different
encounters were influencing consumers decisions
If I am looking to switch prod...
30%
22%
16%
12%
20%
We identified groups of people who encountered the
category in similar ways
12
5. Social shoppers
Shop...
But not all encounters are created equal – some are
more memorable than others
13
I Used It In The Shower/bath 51% 61%
Whi...
Mobile can help understand not just where
encounters are happening, but also WHEN
14
0
20
40
60
80
100
120
Sunday Monday T...
Mobile can help understand not just where
encounters are happening, but also WHEN
15
Numberofencounters
Time of day (24 hr...
2 key takeouts
16
1. Mobile can complement existing
types of research by allowing us to
get more granular insight
2. When ...
17
Thank you.
Presented by: Marie Ng
marie.ng@millwardbrown.com
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
N...
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry
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Using mobile to understand the consumer brand experience - Millward Brown

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Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Transcript of "Using mobile to understand the consumer brand experience - Millward Brown"

  1. 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  2. 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  3. 3. Using mobile to understand the consumer brand experience Presented by: Marie Ng marie.ng@millwardbrown.com
  4. 4. How can we think about mobile research? 2 Sometimes it’s both! We can conduct research ‘about’ mobile, ‘using’ mobile. Is the research… 2. ‘Using’ mobile As a research methodology 1. ‘About’ mobile Understanding mobile as a marketing channel
  5. 5. What is brand experience? 3 Understanding the brand experience is important to round out our knowledge of brands, and to help us make better creative and media decisions • Brand experience is understanding the way consumers encounter brands • Includes paid advertising, but also product usage, conversations with friends etc
  6. 6. How can mobile help capture the consumer brand experience? 4 Mobile can help us get closer to consumers while they’re in the moment, allowing us to get a more granular read on brands • Previous methodologies help understand how consumers think and feel about brands at a high level; using recall- based methods • Mobile can help us understand vey specific moments; in the moment, in real time
  7. 7. 5 Key Questions 1. How do brand experiences impact the way consumers think and feel about a brand? 2. How can we understand the way consumers navigate through different brand experiences?
  8. 8. How did this study work? BRAND SURVEY ONLINE EXPERIENCE DIARY MOBILE RECRUIT TARGET AUDIENCE Total study length: 5 weeks 6 ONLINE COMMUNITY 1 2 3 1 week 4
  9. 9. 7 So what did we find? 1. How do brand experiences impact the way consumers think and feel about a brand? 2. How can we understand the way consumers navigate through different brand experiences?
  10. 10. Brand’s current position 8 • New launch in early 2012 • Challenge is raising awareness and generating trial 29 95 94 10 79 52 Awareness Trial 34% Conversion 83% Conversion 55% Conversion *Average Conversion Rate In Study: 72% Brand X
  11. 11. But those that experienced the brand generally had a good experience *Results similar across category9 85 13 2 Top 2 Box (Positive) Neutral Bottom 2 Box (Negative) Feelings Toward Brand (By All Experiences) 65 13 3 Top 2 Box No Change Bottom 2 Box Likelihood to Choose Brand Again (By All Experiences)
  12. 12. 10 So what did we find? 1. How do brand experiences impact the way consumers think and feel about a brand? 2. How can we understand the way consumers navigate through different brand experiences?
  13. 13. The online community revealed how different encounters were influencing consumers decisions If I am looking to switch products, reviews and recommendation of friends is the number one thing I look for I'll take performance over price and price over smell I would check to see if I had any coupons. When I got to the store I would consider the coupons along with any sales and buy whatever seemed to be the best deal I don't buy my products from the salon, but do rely heavily on the recommendations of my stylist [In reference to TV ads] - every one of them is about pretty girls with pretty hair that shines and moves in a slow movement, I would like to see something totally new to get me going in
  14. 14. 30% 22% 16% 12% 20% We identified groups of people who encountered the category in similar ways 12 5. Social shoppers Shopping, coupons, hairdresser advice. Value expert advice, main household purchaser, manages budget and careful about spending 2. Deal hunters 3. Classic entertainment Predominantly experienced the category in the shower/bath Rely heavily on product experience, and on-pack information 1. Product enthusiasts Online, social, mobile. Younger and less affluent Very social either online or real life conversation 4. Digital Savvy % of consumers Learn about brands on TV and through product usage. Shopping and in-person conversation
  15. 15. But not all encounters are created equal – some are more memorable than others 13 I Used It In The Shower/bath 51% 61% While Shopping 8% 20% Online (online advertising, brand website) 0% 23% On Social Media 2% 17% Conversation With A Friend Or Family Member 1% 15% Conversation With A Hairdresser/stylist 9% 8% Mobile Ad 1% 2% Magazine Ad 3% 5% Radio Ad 0% 2% Outside Billboard 1% 2% Mailing Leaflet 3% 3% TV Ad 3% 18% Coupon 9% 6% Percentage of respondents who had ‘very positive’ experiences for each encounter. Deal Hunters Digital Savvy
  16. 16. Mobile can help understand not just where encounters are happening, but also WHEN 14 0 20 40 60 80 100 120 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Numberofencounters Deal Hunters Digital Savvy
  17. 17. Mobile can help understand not just where encounters are happening, but also WHEN 15 Numberofencounters Time of day (24 hr time) 0 10 20 30 40 50 60 70 80 90 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Deal Hunters Digital Savvy
  18. 18. 2 key takeouts 16 1. Mobile can complement existing types of research by allowing us to get more granular insight 2. When designing mobile research, keep mobile’s role simple – consider complementing with other methodologies
  19. 19. 17 Thank you. Presented by: Marie Ng marie.ng@millwardbrown.com
  20. 20. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  21. 21. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
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