The DigitalConnectedConsumerThe impact of the digitalworld on consumers andhow research is changingINSIDE:From Access Pane...
ForewordThe World of the Digitally Connected ConsumerDigital has changed consumers’ lives in a multitude of ways. The impa...
Content 4                    5                 6                    8                   10The Journey          Behavioural...
Mike Cooke                                                                                                                ...
Arno Hummerston                                                                                                           ...
Five new reasons    to consider Online Qualitative Research                                                               ...
Rose Tomlins                                                                                                              ...
Mobilising    the Research Industry    Considering the mobile phone as a                      Taking mobile-based surveys ...
Ian Ralph                                                                                                                 ...
Frank Landeck                                                                                                             ...
(for more information)                                                                                                    ...
Norbert Wirth                                                                                                             ...
Michael Kassab                                                                                                            ...
Mag. Roland Strilka                                                                                                       ...
‘The Digital Connected Consumer’               - The impact of the digital world               on consumers and how resear...
The Digital Connected Consumer
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The Digital Connected Consumer by GfK

  1. 1. The DigitalConnectedConsumerThe impact of the digitalworld on consumers andhow research is changingINSIDE:From Access Panels to CommunitiesBehavioural and Survey Data -A match made in insight heavenOnline Qualitative – Five new reasonsMobilising the Research China - A BraveNew Digital World SMS-Based SurveysWeb Mining - Fool’s Gold? The Futureof Shopping Social Impact - Mobility1999-2010
  2. 2. ForewordThe World of the Digitally Connected ConsumerDigital has changed consumers’ lives in a multitude of ways. The impact stretches fromcommunications to shopping to social interactions. Critically, this digital evolution has also alteredthe way that organisations conduct their business.At GfK Custom Research, we understand digital as a ‘two dimensional’ phenomenon, comprised of: • Digital markets and lifestyles transforming consumers’ reality and affecting our clients’ businesses. • Digitally enabled research techniques to discover, analyse and report on this new reality.Digital is .dxAt GfK, our aim is to help our clients to capitalise on the benefits that digital will bring. We have Norbert Wirthintegrated research techniques, such as digital qualitative methods, behavioural tracking and Global Head of Innovationmobile research into our current portfolio. Together with digital versions of existing approaches GfK Custom Researchthese new methods are grouped under our “digital experience” umbrella - or more simply .dx..dx brands include SocioLog.dx, our new digital qual brand, as well as nurago enabled products likeSiteObSurvey.dx and MarketObSurvey.dx.Digital: a key theme for GfK in 2010Our Digital Future team organised and contributed their expertise to a number of global and localevents. Expert seminars and workshops focused on developments in digital research and showcasedhow GfK Custom Research is helping our clients understand consumers in the digital world.In response to the growing interest in digital research we have put together the comprehensiveinsights you will find within the ‘The Digitally Connected Consumer’ series.Digital: future focus for 2011 and beyondWith 2 billion people connected to the internet and around 940 million subscriptions to 3G services,the interest in digital research is set to continue well into the future.GfK Custom Research will continue to use our unique in-house knowledge and expertise withemerging technologies to help our clients navigate and prosper in this highly dynamic globaldigital environment. We hope you continue on this journey with us...
  3. 3. Content 4 5 6 8 10The Journey Behavioural and Five New Reasons Mobilising ChinaFrom Access Panels Survey Data to consider Online The Research A Brave Newto Communities A match made in Qualitative Industry Digital World Insight heaven Research11 12 13 14SMS Based Surveys Web Mining The Future Social ImpactEngaging with the Fool’s Gold or of Shopping Mobility 1999-2010Mobile Consumer Uncut Diamond? and Shopping Innovation
  4. 4. Mike Cooke Global Director Online Development, GfK NOP UK The Journey from Access Panels to Communities The past decade has been marked by two revolutions us from access panels to increasingly socialised it comes, and this can lead to unexpected and in market research and both are associated with the panels and to research based around communities, interesting insights emerging.4 internet. The first is the move to online research, and they are one of the easiest ways for brands to especially to access panels. Access panels are converse with consumers. For example, we built a short term MROC for the collections of people who have volunteered to take UK Office of Fair Trading to explore the future. In our surveys. Access panels have allowed us to provide Socialised panels are usually large scale. They are the published report the OFT wrote “It is fair to say speedy, cost effective research, using the compelling, often built for our clients. You might think of them that the exercise has exceeded all our expectations visual medium of the internet. as proprietary access panels, but with a veneer of … the consultation has been enormously valuable community that is added by using one or more to us.” This was in no small part due to the creative online community tools such as forums, blogs, video interactions of our community members and the and photo uploads, tag clouds, RSS feeds, wikis, rich diversity of comments and suggestions that the profiles, etc. But once we start to use these social community generated. media tools together we may create market research online communities (MROCs). What defines an This is the power of research communities; they allow MROC is a sense of a shared respondent presence and purpose. The big difference reflects the new world of social networks. In the traditional access panel model, only the panel owner knows that an individual is a member of the panel. In an MROC the identity of the respondents may be known to the other respondents due to the use of user names and . collaboration, co-creation, and most importantly conversation. At their heart is the reality of the brand holding open and creative conversations with its customers through the building of reputations. This creates a shared presence in which relationships can be The second is the growth of social media. established between any of the participants, be they Consumers are no longer passive. They are respondents, researchers, or clients, as they interact empowered; they socialise online; they get instant with each other. information about brands, often over their mobile. In this new social world the key question is who One of the great benefits of creating an MROC owns the brand? Brand owners are now part of a is that we can allow the data to emerge. We are real time conversation where customers’ experiences setting the research agenda, but the respondents, and a brand’s performance are transparent for all clients and researchers are co-creating the flow of to see. These new social media tools are moving data, reacting to the unexpected from wherever The Digital Connected Consumer
  5. 5. Arno Hummerston Managing Director Client Services International nurago hummerston@nurago.comBehavioural and Survey DataA match made in insight heaven Norbert Wirth Global Head of Innovation GfK Custom Research norbert.wirth@gfk.comOn July 21st, 2010, the amount of information generated online in justFacebook reached the one day.significant milestone of 500 5million active users. If the People’s digital behaviour can increasingly be relatively new area, the market research industry issocial networking site was measured in greater detail, with market research well-versed in how to use data, whatever the source,a country, it would be the providing an insight into understanding that in combination with their core business – surveys - tothird largest in the world behaviour and what it actually means in terms of real generate and deliver actionable business population after China business opportunities. The main test for the industry Information can be segmented or de-constructed toand India and have nearly is: how to manage these data, how to use the data give it qualitative depth – all of which result in even200 million more ‘citizens’ effectively and how to combine the data with other more data. We already have a way to transform thisthan the United States. Less information to add value. voluminous data through processing, categorisation,well-publicized was another aggregation and expertise.impressive statistic: the revelation that more than 30 The opportunity for the market research industrybillion pieces of content, including web links, news comes with understanding one source of data We also have the skills to design research surveystories, blog posts, notes and photo albums were through the use of another, thus creating a match solutions that explain behavioural data. Theseshared among users each month. made in insight heaven. For example, marrying solutions cover behaviours of attitudinally similar behavioural and survey data can bring real value groups, the reasons for specific (and observed)This is a huge amount of content which, when in explaining real usage patterns, advertising actions, target market purchase processes andput together with data flow from other sources, exposure, site visits, navigation paths, purchase patterns and even the opportunity to create unique and new segmentations. .is presenting an exciting challenge and great journeys or consumer generated media creation.opportunity for the market research industry. Contrast this with web analytics which is limited to providing a wealth As with any good match, behavioural andThe challenge comes from what futurist Alvin of information survey data analysis needs a lot of work, butToffler called ‘information overload’, but which is about how many the results can be highly rewardingperhaps more accurately described by academic and browsers havewriter Clay Shirky, as the potential for ‘filter failure’. pointed themselvesUsing Facebook as an example, on average, users at specific websitesgenerate 90 pieces of information each month. and for how long.Meanwhile, the amount of content generated bythe 1.5 billion people online who aren’t on Facebook Although researchis unquantifiable. To put this into context, it would into digital onlinetake an individual literally thousands of years to read behaviour is a The Digital Connected Consumer
  6. 6. Five new reasons to consider Online Qualitative Research 2 It will achieve client stakeholder immersion 2009 marked a turning point for online Here are five fresh and compelling qualitative research with its re-birth as reasons why online qualitative research In the current climate of volcanic eruptions6 a dynamic and rich consumer should figure in our future research and frozen travel budgets, immersing client stakeholders in research projects has become engagement tool portfolios. incredibly challenging. Online qualitative Online developers, quick to seize upon the research has always provided the ability for advantages of conducting qualitative research in an stakeholder observation of discussion sessions, asynchronous way, have kick-started the evolution of but all too often this is hampered by time a new generation of bulletin board platforms. constraints and poor user experience (UX). At 1 It will engage mass market GfK, we have worked hard to understand how From the old days of online focus groups, today’s consumers best to increase stakeholder immersion and online qualitative research has been re-born as a achieve this through the production of in-field methodology offering a real USP. Respondents now Online research has been viewed as a tool newsletter updates and a constant search for have the freedom to undertake research at their suitable only for early adopters and the innovative software partners. own convenience without the time constraints and tech savvy. Increasing numbers of consumers pressures of traditional research methodologies. are “tweeting”, “poking”, “skyping” and Revelation, GfK’s online qualitative software “blogging”. Now, more than ever, the opinions partner, provides a highly intuitive and The results translate into a strong, tangible benefit and needs of the ‘mass market’ need to be engaging interface, which enables stakeholders for research stakeholders, in the form of richer understood and correctly interpreted. to download transcripts filtered on keyword, granularity in the research output and, ultimately, segment, activity or participant at the click of greater depths of insight. The challenge is to engage customers to a button. imagine use cases for technological solutions The reason for this is simple: the more time they may not yet believe in or fully understand. respondents are given to respond to questions, the Online qualitative research enables us to take better and more detailed answers we receive in respondents on a journey with us; by spreading return. Research budgets need to work harder and the research over several days, or even a few demonstrate increased ROI, so it is perhaps surprising weeks, we can build online diaries of their I like how the research was that online qualitative research has struggled for lives, document their use cases of existing done by peeling the topic recognition compared to traditional qualitative technology, and gradually introduce them to layer by layer, so that in-depth measures. I would like to encourage you to view new concepts and ideas to explore and review. feedback on each detail can be online qualitative research in a new, and hopefully This benefit is something that respondents discussed. inspirational, light. spontaneously acknowledge and appreciate: Smartphone intender, UK The Digital Connected Consumer
  7. 7. Rose Tomlins Director GfK NOP UK 7 It encourages creativity through3 It is still driven by highly skilled, 4 5 It is much more than just bulletin qualitative researchers harnessing the multimedia boards capability of the webMany research companies place the software Online qualitative research spans the full scopeat the forefront of their offering. However, One of the most engaging qualities of online of web 2.0, from online blogs and diariesonline qualitative research has two essential qualitative research is that it is visually through to online communities. The versatilecomponents; the software platform and the stimulating. By enabling the easy uploading of Revelation platform that GfK currently usesonline qualitative researcher. Both must work user generated multimedia content we paint allows us to tailor our approach to fit thetogether to make the methodology successful. vivid pictures of customers’ lives, needs and specific needs of each project. This ranges from expectations. Mobile phone platforms that an online diary platform for generating useAfter several years experience with different enable users to take part in online discussions cases for new mobile services, a communitytechniques and questionnaire approaches, GfK and instantly upload multimedia content area for product triallists and even as a creativecan truly offer a tried and trusted approach to on-the-go will be one of the most important pre-task tool prior to face to face groups.designing research for online platforms. Our benefits of online qualitative research in thediscussion guides contain a range of activities next few years. The versatility of online qualitative research isand tasks specifically designed to elicit both its’s much, much more than justemotional and functional responses to a wide Just take a look at some of the output from a bulletin boards...range of topic areas. recent study we conducted into the benefits First of all thank you of location based applications. Consumers very much for theBy making tasks fun to complete you really took pictures on their iPhones of a location opportunity provided to mecan achieve online group interaction. The they had found that day using a location by making me a part of such asame goes for analysis; we are all trained in based application. Possible extensions to these wonderful community. I reallytechniques to help us manage and digest capabilities are huge – online mood boards enjoyed each of the questionsthe large amount of output from online and video blogs are just some of the new and the comments fromdiscussions, enabling our clients to focus on the possibilities GfK will be testing out this year. all the participants.most critical insights and not get swamped by Smartphone user, Indiathe research output. The Digital Connected Consumer
  8. 8. Mobilising the Research Industry Considering the mobile phone as a Taking mobile-based surveys ys A picture’s worth a thousand pi research tool mainstream: a Nokia case wor words: a GfK case study8 study Technology cycles tend to last about ten years, from With the proliferation of channels the personal computing era of the ‘80s, through the Nokia challenged GfK to monitor comm communicating brand messages to desktop computing era of the ‘90s to the mobile their whole portfolio of digital cons consumers in today’s world, there is computing era of the early 21st century. Each channels, including both standard a gro growing need to help businesses has brought more computing power, better user and mobile websites or online unde understand which are the most effective experiences, lower prices and expanded services This posed a number of challenges and how they interact. ‘Mobile Moments to more people. And with every new technology in developing an online survey that t of Tr Truth’ is a research tool being comes new opportunities for the research industry. would work on both the mobile deve developed by GfK that uses the mobile None more so than the saturation of mobile phone phone as well as the PC, across all phon phone to capture and collect the full ownership and the increasing power and capabilities possible brands and models of mobilebile rang range of brand experiences. Rather than of the modern smartphones. phone, on the various different wait waiting to ask consumers to recall all mobile operating systems, as well as s bran brand exposures during a given time GfK has been es in all the languages for the countries fram frame, panellists are able to take an investigating in which Nokia operates. imag image using their mobile phone every various ways time they see or experience a brand and t that mobile We achieved this by linking from a give a sshort report on where, why and how technology can banner on the Nokia mobile sites to a o they felt. be leveraged for mobile-web survey hosted by GfK, which adapted research purposes, the content and layout depending on the country, This is all achieved through a simple online survey and this is a brief language and phone model - information which tool which not only gives time sensitive, granular introduction to a was pulled from the Nokia server. While this survey feedback, but also consumer-created images that few of our recent needed to be focussed on key metrics only to give a real-life context for each experience. initiatives. manage interview length, we were able to develop a solution in-house that solved all of these challenges and we’ve now achieved over 100,000 completed interviews in less than a year. The Digital Connected Consumer
  9. 9. Ian Ralph Director, GfK NOP UK ian.ralph@gfk.comIf phones can be smart, why not research: That said there are some limitations to the Where do we go from here?a GfK & Revelation case study smartphone. Not least the size of screen and keyboard limiting the length of time one could One of the key questions we need to ask ourselves is 9As well as using the mobile phone for online expect somebody to spend on an individual task. whether there will be - or even - should there be - aquantitative research, GfK has been investigating Ultimately, we feel that the smartphone should be distinction between mobile and online research inits potential for qualitative approaches. In a recent used in conjunction with the PC within an online the near future? As mobile devices and methods of qualitative or ethnographic study where there are connectivity converge there may simply be different .project in conjunction with Revelation (a GfK partnerfor online qualitative research) a sample of iPhone short, repetitive, time or location-critical exercises screens through which the consumer will choose toand Google Android users in the US and UK were where consumer-generate images would give interact with the research community... if we caninvited to take part in a five day online qualitative valuable social context. make the experience engaging enough to enticesession about their phone and how they use it in them to do sotheir daily lives; using both their PC and their While part of this exercise used the phones’ internetsmartphone to participate in the study. browser, the ideal way forward is to use an app- based approach where the respondent downloadsWhile most respondents would usually default to the application to thetheir PC when convenient or available, they were home screen of theirmore than happy to complete tasks using their device, accessing asmartphone, and when doing so the length and customised researchquality of their responses were comparable across platform with a singlethe two methods. And when you include the click. The Revelationadded benefits of response frequency and image iPhone app is nowuploads of where they are and what they are doing available and provedfrom their phone, the smartphone offers a whole to be the ideal waynew dimension to the research. Most importantly to conduct researchhowever, users of these devices genuinely enjoyed within this pilotusing their phones to take part in the research; among iPhone users.fitting the exercises into their lives when and howthey wanted, from wherever they were. The Digital Connected Consumer
  10. 10. Frank Landeck General Manager GfK Custom Research China China Digital World A Brave New By the end of 2010, China will have more mobile appetite among Chinese consumers for their internet users than the 310 million population of Symbian OS mobile operating system. In a GfK10 the United States. According to research conducted survey of 500 Chinese smartphone users, data show in July 2010 by CINIC, the China Internet Network Nokia’s Symbian is still the most used OS in China. Center, 277 million of its citizens were mobile web But when asked about their preference for their users, an increase of 43 million in just six months. next smartphone, Apple iOS, Google Android and The world’s most populous nation with 1.3 billion Windows Mobile received higher shares. According inhabitants, also has 420 million internet users and internet operators are facing the challenge of how to to the same study, more than 50% of current 364 million broadband users. influence each others’ sector, while also competing for smartphone users will view the operating system as a business with private media, telephony and internet significant factor in choosing a new smartphone. China has a highly regulated market, with state-run companies and satisfying consumers’ increasing telecommunication, media and internet sectors. demand for entertainment. Tablet PCs However, recent years have seen a rapidly developing commercial sector, with the explosive growth Convergence will present both challenges and A visit to a busy urban centre in any of China’s nationally of services like instant messaging provider opportunities for all suppliers. Thus, an early mover major cities will bear witness to one of the most, infotainment web portal and advantage will be necessary in order to be prepared sought-after items of the year, the iPad. Apple’s search engine, which have also received for a changing and competitive landscape. iconic device is mainly used for gaming, chat, online international recognition. The launch of 3G in China search or even for street navigation. Slightly less in 2009 has also recorded impressive growth. Smartphones popular are e-book readers, which, despite having fewer functions than the iPad, are increasingly being As China develops as a marketplace for new As smartphones in China are quite affordable, sales seen as a cheap way to access literature and an technologies, spurred on by increased consumer volume are remarkably high. More than 26 million entertaining way to pass the time whilst commuting. interest, GfK Custom Research China has identified devices have sold in 2010 at the time of writing this. Consequently, electronics suppliers are now looking three key trends as potential growth areas for future GfK Custom Research China research shows that for devices to offer the most convenient reading market research. besides cost, the possibility of using more applications experience for Chinese customers. will create a clear preference among consumers Convergence towards smartphones in the future. Consequently, it is The ‘digital journey’ in China has just started. expected that the development of smartphones and Keeping an overview on current topics and As in many Western markets, the convergence of market share will be highly influenced by the type of anticipating new trends in the technology sector the internet, cable television and mobile phones is a hot industry talking point in China. However, unlike in the West, convergence in China means that the three state-controlled telecommunication, media and The Digital Connected Consumer operating system. Despite Nokia being the leading handset manufacturer brand in China, there is less of an . in this huge market is a significant task. Thus, GfK Custom Research China decided to continue in tracking the most important market facts with Connected Life 2010
  11. 11. (for more information) Cynthia Vieira Head of Business and Technology Latam GfK Custom Research Brasil cynthia.vieira@gfk.comSMS-Based SurveysEngaging with the Mobile ConsumerFew people would know the name of Neil One such method that receiving an SMS is inconvenient. This group isPapworth, an engineer who sent the world’s first is using SMS as a also more likely to respond to SMS-based surveys.SMS (Short Message Service) from a computer to a research tool. SMS- 11mobile phone in December 1992. The text message based surveys can have This difference in attitudes compared with non-was ‘Happy Christmas’ to Richard Jarvis via the major advantages mobile phone enthusiasts is also reflected in theVodafone network. over traditional research methods and can be an difference in the average respondents’ profile. innovative tool for research institutes to use in a Customers answering SMS-based surveys tend to beFast forward to today and latest research competitive market. younger, have a higher level of education (graduateindicates that ‘texting’ has become the most and post-graduate qualifications), have their mobilepopular mobile data application in the world, Global broadband and telecommunications provider phone on a contract (rather than pre-paid), bewith approximately 6.1 trillion messages sent in Telefonica commissioned GfK Custom Research Brasil wealthier than the average person and be single.2010 – just under 200,000 a second - according to to conduct a study into how SMS could potentiallythe International Telecommunication Union (ITU), work in an after-sales customer satisfaction survey. Although SMS-based surveys have a notablepart of the United Nations. The research was designed to assist Telefonica’s quantitative weakness in terms of reaching all mobile phone business unit to manage the customer relevant consumers, this method of data captureThe ITU predicts that among the 5.3 billion experience at their stores in Brazil. has huge potential to reach young and high-endmobile phone subscribers at the end of 2010, the consumers. When placed within the wider contextlargest proportion (3.8 billion) will be from the The survey covered a sample of customers receiving of market research, SMS-based surveys can be useddeveloping world. services at its 271 stores. People received an SMS by market research executives as a powerful tool toThese trends are providingboth opportunities andchallenges for clientsand accordingly, marketresearch companiesshould seriously consider message asking them to rate the service they had just received from a particular store. To encourage a response, all replies were free of charge. As with any other data collection methodology, SMS- based surveys have limitations, especially when it comes to the target market. Like web-based surveys, . provide tactical information to their clients which is as reliable as any other collected by traditional methods, but at a significantly lower cost and much more speedilyreinventing themselves to SMS-based research has a greater chance of reachingbetter serve clients’ needs people who are familiar with the technology andin a more complex and use it on a daily basis. Consumers who find using textdemanding world by using messages easy, regularly use text messages to chatmodern methods with 21st with friends and colleagues and are unlikely to thinkcentury solutions. The Digital Connected Consumer
  12. 12. Norbert Wirth Global Head of Innovation GfK Custom Research Web or Uncut Diamond? Fool’s Gold Mining In the early ‘90s, so just twenty years ago, Tim Berners- trend in web mining is moving towards ‘understanding’ challenge to remove irrelevant information. The blog Lee was running the first web server at CERN in what is being said. posts and web conversations still have to be separated Switzerland. Since then, the internet has grown into a from all the noise that comes with them. data repository of enormous dimensions, and keeps on The attempt to answer the ultimate question - whether growing every second. web mining is just fool’s gold or should be considered The analysis phase is then all about understanding the12 an uncut diamond - requires a closer look at the sentiment in which a brand is mentioned: positive, With the emergence of Web 2.0 and all manner of underlying technical procedures. The process of a neutral or even negative. Getting this right is not an user-generated content – ranging from blogs via web mining project is highly iterative and has five easy task either, since slang, abbreviations (like LOL), social networking websites to product ratings and constituent steps: the discovery of relevant sources, irony, sarcasm, complex sentences and other difficulties discussion forums – the idea of harvesting all this the extraction of data from these sources, followed can lead to misclassifications. A major challenge to information in some reliable and scalable form becomes by extensive data cleaning, analysis and finally the analysis is the fact that the vast majority of mentions very appealing. Consumers will talk about product generation of insightful reports. may all turn out to have the same sentiment – be experience on the web but they also use the web as an it neutral, positive or negative. Factoring all these information source when planning a purchase. When The discovery stage is handled in various ways, but the challenges in, there is still good reason for optimism. it comes to trusted information about products, other two most popular approaches can be characterised However, web mining as a valuable tool for marketers consumers’ recommendations tend to clearly beat as wide – covering as many sources as possible – or comes at a price. First of all, quality control is the key! the manufacturers’ web sites. So web mining - the focussed. A key element of the discovery stage is the It is very risky to draw conclusions from fully automated exploration and analysis of relevant user-generated definition of appropriate queries. The latter can go systems that come without various quality controls – web content - is of great interest to marketers and terribly wrong if the brands or products of interest have preferably in the form of experts checking the results market researchers. many semantic neighbours or twins. For example, the of each process step, refining queries, optimising the ‘Mars’ chocolate bar; Mars is a planet, a Greek god and valence analysis, etc. A key output of web mining activities is the share of a chocolate bar. Which one a consumer refers to can be voice (SOV) a brand or product gains in relation to its very hard to identify, even if Depending on the objectives of a project, a decision competitors. SOV is usually based on counting how sophisticated Boolean logic has to be made as to whether broad “listening” to the often a certain query appears across the observed is applied. social web or targeted “monitoring” of specific sources parts of the social web in a specific time interval. (e.g. recommendation sites) is the right approach The descriptive SOV is often enhanced by adding the The challenge of query to take. Last, but not least, whilst web mining can element of positive, negative or neutral sentiment to definition is to provide a very useful supplementary analysis, it should the analysis. Even further significance can be added by reduce the false hits, never be confused with research data derived from assessing the influence of the user posting comments whilst at the same representative samples. Although it may sounds odd, on a specific brand. Modern web mining systems time capturing all given the size of the social web, for some categories . also often allow researchers to engage with selected the buzz about the for which there’s still just not enough data out there bloggers or users. This gives brand managers the product of interest. to provide robust insights. If expectations are realistic opportunity to move from passive monitoring towards Assuming the discovery and objectives are clear, a thorough process makes web active participation. Advanced analytical approaches go phase goes well and all mining the uncut diamond but it can easily turn into further than basic sentiment analysis and try to identify data has made its way to fool’s gold, if not managed properly the themes of postings and conversations. The overall the researcher’s lab, it’s still a The Digital Connected Consumer
  13. 13. Michael Kassab SVP of Innovation GfK Custom Research North America mike.kassab@gfk.comThe Futureof Shopping andShopping InnovationThe onset of digital innovation has changed our Even for categories like personal care, use of thelives forever. The change in our way of life has been web has soared. As many as 30% of personal careprofound. Core human activities such as playing, shoppers say they “always or often” use social media 13working, and communicating now come in entirely Perhaps the most insightful findings come down to and local community sites as touch points in theirdifferent forms. And the change seems to have two expressed behaviors: shopping process. Traditional touch points such ashappened suddenly, catching many of us by surprise. store circulars and product packaging are at about 50% on this same measurement scale.We have been catapulted into the digital future by The internet has I’m using newthree forces become a highly information sources and new ways Capturing the new digital shopper useful shopping resource for me. to shop to find 1. Technology the things I need. In keeping with the grand tradition of consumer 2. Information marketing, there are scores of new and innovative 3. Communications programs in place designed to capture the new digital shopper. Consider the The explosion of options following word cloud thatThese three incredible forces are reshaping notonly the way we live but the way we think. Our describes current shopper Interestingly, the internet usage throughout marketing strategies amongexpectations, our outlook, and our dreams are now the shopping process (which in itself has beenpartly digital in nature. Just as these three forces brands, e-tailers, and retailers. transformed) is greater now than what most realize.have changed our lives, they have also changed We now have near perfect information (comparativeshopping. Yes, marketers still must sort features, benefits, prices and other decision all this out, but they’re making information readily available online) and an absolute progress and are now well intoAt GfK we have been uncovering, documenting and explosion of options (channels, products, brands,monitoring the impact of these three forces. The the first stage of their strategy. and value-adds). With this, the consumer is in control The environment has neverresult is GfK Future Buy, a multi-faceted research and of a personalized process of sourcing, selecting andinsights exposition. been more complex, however, ultimately choosing where they will purchase. as big brands are going direct online and retailers are bolstering their online e-Commerce platforms. .Revealing this new era of shopping and the new New pathways to purchase have enabled shoppersgeneration of passionate, value-driven consumers, Many specific examples of new shopper marketing to individualize their shopping process by category digital programs are featured in GfK Future Buyallows GfK to understand today’s increasingly and shopping occasion. They have become adept atcomplex retail marketplace and the shoppers who presentations, available through GfK Custom utilizing both mega channels, in-store and online. Research North Americanavigate it best. The extent to which they synergize between instore and digital venues is growing. The Digital Connected Consumer
  14. 14. Mag. Roland Strilka Head of Technology Research, GfK Austria Social Impact Mobility 1999-2010 The mobile phone has come a long way since Dr Austria´s leading mobile that people take with them when leaving the house. Martin Cooper of Motorola demonstrated the communication provider Around 85% of the population say mobile phones14 world’s first cellular portable phone in 1973. Since A1 commissioned GfK to help them to organize their family and social life. then, it has made a significant impact on every conduct a Social Impact day life with research from the International survey to help it gain a The importance of mobile telephony has matched Telecommunication Union (ITU) - the leading United better insight into the that of face-to-face communication, while the mobile Nations agency for information and communication impact of these changes phone handset itself is something that is constantly technology issues - indicating that access to mobile and to help it adapt to watched by one third of the population virtually all networks is now available to more than 90% of the the new realities of how of the time (e.g. people typically place their phones global population, an estimated 5.3 billion people. Austrians were using smartphones. on the table in restaurants or cafés.) Since 1999, the number of SMS users in Austria has ITU figures reveal that mobile phone penetration The Social Impact study revealed some interesting risen from 55% to 88%. In the 15-29 age group, on in developing countries is around 68%. However, findings, most notably on the perception and usage average, 38 text messages are sent per week, mainly this number is more than doubled in Austria of mobile phones. The survey, which stretches back for gossip. which has a mobile telephony penetration rate of eleven years, highlighted earlier results that people approximately 140%. saw the mobile phone as a status symbol, rather than Aside from being a tool for social interaction, safety More than 90% of a functional, Swiss army knife-style device, able to is a key consideration for many young people and the population aged perform many tasks. the elderly, many of whom see it as an investment, 15+ use a mobile as it allows them to call for help when needed. phone. The number In the latest study, perceptions were found to have With the rise of smartphones like the BlackBerry, of mobile broadband changed with people once again viewing the mobile Android and iPhone, mobile software applications users is also high. phone as a status symbol. This could be linked to the (more popularly known as ‘apps’) have become a hot Austria’s traditionally rise in the number of sophisticated smartphones in topic. Mainstream mobile phone usage in Austria is low pricing level has the market. Austria has a smartphone penetration of primarily about e-mailing, mobile internet and social contributed to the 32%, which is relatively high, but, given the level of networks, rather than high-end business applications. significant take up of interest among young men for the devices, there is mobile phones and still big potential for growth. From its humble beginnings nearly forty years ago, has impacted on fixed nowadays, the mobile phone is not just a phone, line telephones. Just 50% of Austrian households have fixed line access. For many Austrians, the mobile phone is seen as a basic necessity and something that more than half of users could not do without. Surveys reveal that after money, the mobile phone is the most important thing . but a sleeker, more powerful, multifunctional tool that has life-changing implications for personal as well as business life, not only for Austrians, but around the world The Digital Connected Consumer
  15. 15. ‘The Digital Connected Consumer’ - The impact of the digital world on consumers and how research is changing. A series of articles from GfK Custom Research. GfK Custom Research is a leading global fact-based marketing research consultancy covering more than 100 countries. We provide insights into traditional and new digitalmarkets and lifestyles utilising state-of-the-artresearch techniques.www.gfk.comThe GfK Group offers the fundamentalknowledge that industry, retailers, servicescompanies and the media need to make marketdecisions. It delivers a comprehensive range ofinformation and consultancy services in the threebusiness sectors Custom Research, Retail andTechnology and Media. The No. 4 market researchorganization worldwide operates in more than100 countries and employs over 10,000 staff.
  16. 16. The Digital Connected Consumer
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