Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015

759 views

Published on

Innovation and the Earned Brand ist eine Markenstudie von der führeden globalen Communications Marketing Agentur Edelman und untersucht die Haltung von Konsumenten gegenüber Markeninnovationen. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von Online-Interviews im Zeitraum April und Mai 2015. Für die Markenstudie wurden jeweils 1.000 Personen in zehn Ländern (USA, Mexiko, Frankreich, Deutschland, Großbritannien, Brasilien, China, Japan, Indien und Australien) befragt. In New York und London wurden zudem Fokusgruppen mit 16 Millenials durchgefürt. 25 Millenials aus Brasilien, Großbritannien, Indien, China und USA führten zudem zwei Wochen lang ein mobiles Tagebuch.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015

  1. 1. Innovation and the Earned Brand Germany
  2. 2. The Earned Brand Methodology Timing April – May 2015 Quantitative Online Survey 10 countries: U.S., Mexico, Brazil, France, Germany, U.K., China, Japan, India, Australia 10,000 respondents, nationally representative of age, gender, and region based on most recent country status data Behavioral Focus Groups 16 millennials in New York and London Mobile Diaries 25 millennials, with them on their mobiles, for 2 weeks, in Brazil, U.K., India, China and the U.S. The Earned Brand | Edelman 2015 | pg 2 A global survey of consumer attitudes toward brand innovation
  3. 3. Q5P1: Please select the statement from each group that best represents how you feel. (Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is essential for us today and it’s helping us to progress). Q5P4: Please select the statement from each group that best represents how you feel. (Innovation is making us more and more like robots) vs. (Innovation is opening the human spirit) 10-country global total and in Germany. Percent who agreed with each statement: Innovation inspires people “When you look at anything innovative, it will inspire you and make you feel more energetic.” Zhu X, 22, China 92% innovation opens the human spirit innovation is essential and it’s helping us to progress 77% 89% 85% The Earned Brand | Edelman 2015 | pg 8
  4. 4. They believe that brand innovation should have big goals with societal impact Q14. What do you think the role of innovation is for brands today and in the future? (in the future) 10-country global total and in Germany. to improve society to push our thinking as a society 69% 66%63% The Earned Brand | Edelman 2015 | pg 4 agree that brand innovation needs to impact society (one or more of the following) in9 10 75% 67% 66% to let us be one step ahead of other countries
  5. 5. Business has the biggest role to find the next big thing Q15. Where do you think the next big thing will come from? In Germany. Consumers in Germany believe the next big thing will come from… The Earned Brand | Edelman 2015 | pg 5 BUSINESS 18% INDIVIDUALS/PEOPLE LIKE ME 82% 26% ACADEMICS/UNIVERSITIES
  6. 6. 65% 35% 28% 15% 11% 5% 42% 20% 46% 49% 16% 35% Technology Mobile Energy Healthcare Food and beverage Education Innovation should come from industry sectors beyond technology and mobile Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In Germany. Percent of Germany’s consumers who say they see innovation coming from each industry sector today, and who want to see it from each sector tomorrow: INNOVATION GAP 18 34 The Earned Brand | Edelman 2015 | pg 6 30 5 INNOVATION TODAY INNOVATION TOMORROW WANT LESS TOMORROW WANT MORE TOMORROW
  7. 7. 3 in 4 have privacy concerns Privacy concerns are especially strong in Germany, the U.K., the U.S. and Australia. 66% 74% 61% 58% 56% 76% 55% 66% 64% 71% 75% Global Australia Brazil China France Germany India Japan Mexico U.K. U.S. Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany Percent who feel that each is happening in the world today – privacy issues: The Earned Brand | Edelman 2015 | pg 7 Privacy issues 76% “I don’t care if they know I go to the grocery store—but I don’t want them to sell information to that grocery store.” Nick, U.S. Source: Mobile Diaries
  8. 8. And the majority have concerns about the impact on the environment Environmental concerns are global, but strongest in Europe and Latin America. 58% 61% 62% 52% 62% 66% 54% 52% 62% 54% 51% Global Australia Brazil China France Germany India Japan Mexico U.K. U.S. Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany. Percent who feel that each is happening in the world today – impact on the environment: The Earned Brand | Edelman 2015 | pg 8 Impact on environment 66% “Technology and innovation bring convenience, but it brings problems, too. Cars change my life, but too many cars result in air pollution, traffic jams and parking problems.” Yao, China Source: Mobile Diaries
  9. 9. 2 in 3 concerned about having to be always on Germany and Brazil are most concerned; Japan and China are less so. 50% 54% 65% 36% 53% 63% 41% 29% 57% 46% 53% Global Australia Brazil China France Germany India Japan Mexico U.K. U.S. Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany. Percent who feel that each is happening in the world today – having to be always on: The Earned Brand | Edelman 2015 | pg 9 Being always on 63%
  10. 10. Nearly half have security concerns Security concerns are highest in Japan and the U.S., and less of an issue in China. 54% 69% 51% 33% 49% 44% 44% 75% 41% 64% 71% Global Australia Brazil China France Germany India Japan Mexico U.K. U.S. Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany Percent who feel that each is happening in the world today – your security being compromised: The Earned Brand | Edelman 2015 | pg 10 Security 44% “Some back door issues may leak personal information, including personal banking details.” Yao, China Source: Mobile Diaries
  11. 11. The stakes: Because of their concerns, they’re not buying Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In Germany. say they will not buy because of their concerns Percent of Germany’s consumers who feel that each is happening in the world today, and percent who say their concerns makes them not want to buy something: The Earned Brand | Edelman 2015 | pg 11 87% Privacy issues Being always on SecurityEnvironment
  12. 12. We’ve always known that peers provide recommendations, but today peers also help convert purchasers Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? 10-country global total and in Germany. The impact of online/offline conversations about brands with friends and other people like me: Build inspiration Push consideration Moment of Truth 16% 17% 25% 27% 29% 37% 44% 45% They give me a sense of community They get me They push me to try new things They suggest products/services They make me trust the brand more They help me overcome concerns They help me make decisions They warn me about the risks The Earned Brand | Edelman 2015 | pg 12 20% 28% 36% 23% 21% 36% 53% 52%
  13. 13. Innovation and the Earned Brand Thank you. Kontakt für Rückfragen und vertiefende Daten: Uta Behnke Managing Director und Practice Lead Brand Marketing Edelman GmbH Medienpark Kampnagel Barmbeker Straße 4 22303 Hamburg Tel.: +49 (0)40 374798 32 uta.behnke@edelman.com

×