London in prague 050412

Tracking real consumerexperiencesPrepared for London in Prague, April 5th 2012By Fiona Blades, MESH Planning© MESH Planning 2011 | The Experience Agency | www.meshplanning.com

Why is understandingexperiences important?

1838 Half the money I spend on advertising is wasted; the trouble is I dont know which half. John Wanamaker

200618% 23%

Experiences build brands "People build brands as birds build nests, from scraps and straws we chance upon." Jeremy Bullmore

Understanding the experiences drivingconsideration …but we need to knowHistorically Brand Tracking which pieces of analytics identify which marketing activity brand image attributes specifically drive drive Consideration… Consideration and Sales Sales Consideration Brand Image Experience

It’s almost impossible to recall emotion "Because emotions are transient and rapidly changing, the acquisition of accurate data about them is completely beyond the scope of retrospective methods. Not only does the Experience Tracker approach get closer to the truth of real peoples lives, it empowers participants to express themselves freely by making them responsible members of the research team.” Dr Andy Wells, psychologist, LSE www.meshplanning.com | 8

The flaws with recall Decay Reconstruction Interruption

Tracking real consumerexperiencesPrepared for London in Prague, April 5th 2012By Fiona Blades, MESH Planning© MESH Planning 2011 | The Experience Agency | www.meshplanning.com

Some of the challenges we get from clients 2. Measuring TV isn’t enough, I need a 360 3. We need an ‘early evaluation to see how read’ on campaigns to each marketing element avoid wasting money is working 1. Our brand tracking measures get used in documents but don’t drive decision- 4. I need a ‘deep dive’ making 5. With budgets being into how people are tight, I need research connecting with my that delivers twice brand and category to the value for half see what’s really going 6. I’m looking for a the cost on flexible approach that I can tap into to address needs as they ariseExperience Tracking delivers fast, relevant, actionable insight

It opens up new ways to tackle today’s issues• Launching a new product is expensive. How can we give it the best chance of success?• With new investment in digital, are we spending this wisely?• Our shopper team is looking at cross category solutions. How do we work out what to develop and how to evaluate them?• Our gut feel is that experiential activity works better. How can we know?• Market mix modelling takes ages and needs lots of data. How can I get a quick understanding of which channels to invest in?• I can’t wait months to understand how my campaign is working. I need to know really quickly.

Surprising insights that areunearthed through Experience Tracking

Which TV ad has received the mostpositive response? Very Positive Fairly Positive Neutral Fairly Negative Very Negative

An alcohol brand on price promotion insupermarket ads Need to separate trade from brand advertising

Why has the smallest mobile network, 3, highest Experience Share in October 2007? 3 has highest Experience Share around the end of Vodafone takes lead October but is up with O2 and Vodafone O2 picks up on Experience Share throughout fieldwork Experience Share during Grand Prix lead towards the end of fieldwork – iPhone launch35%30%25%20% 315% O2 Vodafone10%5%0% 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 01 02 03 04 05 06 Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Nov Nov Nov Nov Nov Nov

It has lots of buzz! 3 Touchpoints 200 189 180 164 160 135 140 120 100 87 87 80 68 60 51 37 40 28 23 25 20 1 5 2 7 0 October 12th – November 8th 2007

Stimulated by major innovation… Innovation through mobile “Skype on a 3 broadband and Skype contract - sounds great.” 3, In the News, Very Positive“This was the second 3 ad in theedition of the Metro I wasreading on the train travellingto work. It was the first time Ihad seen Skype for a mobilephone. It raised my attention.Black and white ad, not verybright.”3, Newspaper, Fairly positive

That triggers negative conversationstoo… 3 - feeling by touchpoint100% 2% 9% 3% 11% 7% 10%75% 34% 30% 14% 38% 30% 30% 38%50% 25% 11% 55%25% 52% 46% 46% 42% 11% 35% 32% 15% 0% -7% -6% -11% -14% -7% -2% -11% -5% -15% -21% -3% -2% -1% -3%-25% -57% -7% TV ad Online ads Newspaper Conversation Poster Magazine ad Website In store ad-50%-75%

Particularly from older women onVodafone… Positive conversations Negative conversations about 3 (40) about 3 (120) >65 36-45 46-55 56-65 4% 6% 3 15% 18% 3 56-65 36% 26% Male 8% 28% O2 Male 58% 25% 23% O2 13% Orange 23% 26-35 36-45 46-55 26-35 25% 30% Orange 11% 19% T-Mobile Female 64% 4% Virgin 18% Female 43% 13% T-Mobile 30% 16-25 Virgin 29% Vodafone 16-25 5% Vodafone 18% 8% 3% Other Young males on Older women on Orange O2 and Vodafone

BIG Impact on Brand Equity Mean Favourability ScorePositive Conversation Pre 6.5 – Post 7.3 Pre 4.3 – Post 3.6Negative Conversation

Why is tracking experiences important? • Helps us to guide brands better • Overcomes the issues with recall • Allows us to capture emotion • Answers new questions relevant to today • Generates surprising insights

Capturing experiences in real time:How it’s done, now and in the future

The Core Approach – MESH’s Experience Tracker Online Real-time Online

Understands where people begin… Online 10 8 out 9 7 out of 10 8 of 10 6 out 7 of 10 5 out 6 of 10 5 4 3 2 1 0 Consideration Likeability Innovative Familiarity

…and then captures their everyday experiences withbrands Real-time Online Onlin e

BRAND: A)Xbox B)PlayStationText us whenever C)Nintendo D)Electronic Arts (EA) E)Activision F)Capcom OCCASION: A)TV B)Pub TV C)TV you see, hear or Online D)Games Console E)Poster/Billboard F)Newspaper G)Magazine H)Online/Social Media experience Radio J)Conversation K)Mailing/Leaflet L)Cinema M)Other anything to do FEELING: 5)Very positive 4)Fairly positive 3)Neutral 2)Fairly negative 1)Very Negativewith the following CHOICE: 5)Much more likely to choose 4)Slightly more likely to brands… choose 3)No difference 2)Slightly less likely to choose 1) Much less likely to choose

Where did you experience it?Which brand was it? CHOICE:How did it make you feel? 5) Much more likely to chooseHow likely did it make youto choose the brand next 4) Slightly more likely to choosetime? 3) No changeBRAND: 2) Slightly less likely to choosea) Xbox 1) Much less likely to chooseb) PlayStation OCCASION:c) Nintendo a) TVd) Electronic Arts (EA) b) Pub TVe) Activision c) TV Onlinef) Sega d) Games Console ac45 e) Poster/Billboard ENGAGEMENT: f) Newspaper 5) Very positive g) Magazine 4) Fairly positive h) Online 3) Neutral i) Radio 2) Fairly negative j) Conversation 1) Very negative k) Mailing/Leaflet

They respond with asimple text to tell us abouttheir experiences with the brands. Not just advertising, but any encounter.

Completing the Online Diary Wednesday, 7th March 2012, 11:54Wednesday 7th March 2012, 11:54 Xbox TV Online TVWednesday 7th March 2012, 10:22 Online TV service did you use? Which Pub TV Netflix TV Online Poster/Billboard Very Positive Online/Social Media Newspaper Much more likely to chooseTuesday 6th March 2012, 18:46 Magazine Xbox TV Online Advert for the Kinect on Xbox. Netflix Looked great! TV service did you use? Which OnlineTuesday 6th March 2012, 13:05 Very Positive please select Much more likely to choose Advert for the Kinect on Advert for the Kinect on Xbox.Tuesday 6th March 2012, 08:38 Xbox. Looked great! Looked great!

How has opinion changed after experiences? Real-time Online Onlin e

How has opinion changed after experiences? +3 -2 No +1 shift shift shift shift 10 out of 10 Online10 8 out 9 of 10 8 7 6 out 6 of 10 5 4 4 out 3 of 10 2 1 0 Consideratio Likeability Innovative Familiarity n

The latest innovations Real-time Online Onlin e

The latest innovations ACTIVE EXPERIENCES Real-time Online Onlin e Digital Audio Photo Forensic Forensic Forensic s s s PASSIVE EXPERIENCES

Digital Forensics gets us closer to the morepassive exposures, and their impact Cookie: ID=9bca009uf7ffbnq82ve26450dx2w; Src: yg8&s7 Cookie : ID=2bv 895as3 lohyg2 2sd895 63xse3 ; Src: dt7&s4 Cookie: ID=8fg052ji 2lkbfg12cc2 6250dxc3; Cookies embedded in online Src: yt9&a1 ads are recognised and converted into measurable

Audio Forensics picks up the audio signature of a TV orRadio ad through a smart phone app

App detects soundpatterns in thebackground Ad exposures not actively reported by SMS are picked up passively

Soundwaves matched against pre-configuredpatterns, giving us another layer of passive exposure CONFIRMED EXPOSURE

Photo forensics delivers exposures to outdoor aspeople go about their dayOutdoor ads not recorded by Image recognitionparticipants are picked up software picks out keypassively using converted information for further

Capturing experiences in real time Now Future • Via text – greatest • Via app – greater availability functionality • Relies on active • Will pick up passive participation experiences • Recruited via panel or • Customer groups F2F

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