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The Private Life of Mail - Methodology and the making of the story - January 2015

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Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.

We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.

And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.

It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.

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The Private Life of Mail - Methodology and the making of the story - January 2015

  1. 1. THE PRIVATE LIFE OF MAIL January 2015 THE MAKING OF THE STORY
  2. 2.  Mail’s share of total advertising revenue declining  No industry visibility of the medium  Perception of being boring and analogue  No real understanding of how mail actually works LIFE IN EARLY 2013 2
  3. 3. 3 HOW WE WENT ABOUT ADDRESSING  18 months of investigation  Significant investment  8 strands of research THE PROBLEM
  4. 4. 8 STRANDS OF RESEARCH 4
  5. 5. 8 STRANDS OF RESEARCH 5  Ethnographics  Ethno Quant  Neuroscience  Tactility  IPA Databank  BrandScience Core Secondary  Mail & Digital 1  Mail & Digital 2  Values Desk  Decode Sciencescan  TGI  IPA Touchpoints
  6. 6. 6 LIFE BEYOND THE LETTERBOX PHASE ONE: ETHNOGRAPHIC STUDY 12 Households Range of Life Stages 7 days Mail not specifically mentioned (Media Moments) Interviewer visits - pre, during and post Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013 800+ hours of CCTV footage Motion sensitive cameras
  7. 7. SMALL UNOBTRUSIVE CAMERAS 7Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
  8. 8. MAIL LIVES ON IN THE HOME 8Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
  9. 9. MAIL TRIGGERS ACTION 9Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
  10. 10. JACK & BECKI DISCUSS DOORDROPS 10Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
  11. 11. MAIL FLOWS THROUGH THE HOME 11 Challenges the direct media assumption of a singular impact Part of the fabric of daily life - multiple impacts over time Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013 Holding Area Pile Display
  12. 12. 12 LIFE BEYOND THE LETTERBOX PHASE TWO: QUANT SURVEY Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 1,129 adults Nat Rep Online How the respondent had interacted with their most recent mail delivery What other mail was still in the home? What had happened to it?
  13. 13. MAIL IS INTERACTED WITH AND SHARED 13 22 mins per day reading mail(3) 23% of mail within a household is shared(2) 48% of commercial mail is interacted with each day(1) (1 & 2) = Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 (Interact = read, kept or acted on an item) (3) = IPA Touchpoints 5, 2014 (Monday to Saturday reading)
  14. 14. MAIL IS DISPLAYED 14 39% of people display mail in their home Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  15. 15. MAIL PERSISTS 15 Days within home 17Addressed advertising mail 38Unaddressed mail (door drops) 45Bills and statements Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  16. 16. 16 WHAT PEOPLE SAY AND WHAT PEOPLE DO ARE DIFFERENT 64% Had opened a piece of advertising mail that day 62% Say they reject all advertising mail BUT Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  17. 17. 17 NEUROSCIENCE  163 respondents  In home – small groups  Naïve to purpose of study  Owned and placed pieces of mail / email  Asked only to open the mail / emails they would open at home STEADY STATE TOPOGRAPHY (SST) Reading Mail Internet browsing & reading emails Television Source: Royal Mail MarketReach, Neuro-Insight, 2013
  18. 18. 18 NEUROSCIENCE STEADY STATE TOPOGRAPHY (SST) Source: Royal Mail MarketReach, Neuro-Insight, 2013 Speed of response in the brain is measured - not simply the amount of activity
  19. 19. KEY SST MEASURES 19Source: Royal Mail MarketReach, Neuro-Insight, 2013 Engagement The extent to which the participant finds the stimulus to be personally relevant to them Emotional Intensity How strongly the participant feels about the stimulus This can be a positive or negative sensation Long Term Memory Encoding (LTME) The extent to which the brain is storing the information it’s getting from the stimulus A high score doesn’t necessarily mean that the stimulus is actively retained in memory, but similar subsequent stimuli are likely to trigger stronger recall
  20. 20. KEY SST MEASURES 20 Emotional Intensity Engagement Long-Term Memory Encoding (LTME) Source: Royal Mail MarketReach, Neuro-Insight, 2013
  21. 21. 21 PROVEN CORRELATION BETWEEN LONG TERM MEMORY ENCODING AND BUSINESS OUTCOMES
  22. 22. 22 EXCEPTIONALLY HIGH PERFORMANCE FOR MAIL ON THE MEASURES THAT COUNT Best performance recorded across studies No significant differences by age or attitudes to mail Source: Royal Mail MarketReach, Neuro-Insight, 2013
  23. 23. TV PRIMES MAIL 23 Good evidence of brain related multiplier effect Source: Royal Mail MarketReach, Neuro-Insight, 2013
  24. 24. 24 AND MAIL PRIMES SPECIFIC ASPECTS OF TV ADS Source: Royal Mail MarketReach, Neuro-Insight, 2013 More strongly stimulated at specific (call to action) moments Resonated with the messages previously read in the mail Seen First Seen Last
  25. 25. 25 THE ACADEMIC BIT PEOPLE PLACE VALUE ON THINGS THEY CAN TOUCH Paper vs. Screen Physical media = better retention The Reading Brain in the Digital Age – The Science of Paper vs. Screen. Scientific American, April 2013 Multisensory Learning More senses = faster absorption Shams & Seitz Trends in Cognitive Sciences, 2008 Endowment Effect Touch = Ownership = Value Shu & Peck Journal of Consumer Research, 2009
  26. 26. 26 TACTILITY RESEARCH COGNITIVE AND EMOTIONAL IMPACT OF PAPER 50 observational interviews 12 biometric lab interviews Invented five brands to remove prior associations Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013
  27. 27. WE INVENTED FIVE BRANDS Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013
  28. 28. 28 HANDLING PHYSICAL ITEMS CHANGES THE WAY PEOPLE INSTINCTIVELY TALK “I’d feel bad about throwing this in the bin” “The information felt expensive” Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013 Tactile effects stimulated emotions Tactility reduced the cognitive effort Cognitive Miser
  29. 29. 29 A WIDER RANGE OF WORDS MORE EMOTIONAL – LESS FUNCTIONAL Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013 Online Retail Travel Leisure
  30. 30. 30 DOES THIS HAVE A POSITIVE IMPACT ON THE CLIENTS WALLET?
  31. 31. 31 IPA EFFECTIVENESS DATABANK ANALYSIS BY  416 client cases  Comparing those with mail (97) vs. without mail (319)  Controlled to ensure no bias:  Campaign duration  Relative budget size  Performance in winning creative awards  Category dynamics (growing, static, declining)  Pre-campaign market share  Looked at results for:  Sales  Acquisition  Market share growth – absolute and efficiency  Efficiency = how strongly Extra Share of Voice (ESOV) drives growth MARKETING EFFECTIVENESS EXPERT PETER FIELD
  32. 32. 32 EFFICENT PERFORMANCE ON KEY METRICS Source: Royal Mail MarketReach, IPA Meta-Analysis, Peter Field, 2013 Campaigns with mail delivered market share growth with 3x the (ESOV) efficiency 27% more likely to deliver top- ranking sales performance 40% more likely to deliver top- ranking acquisition
  33. 33. 33 ECONOMETRIC META-ANALYSIS OF THE  401 cases - 56 used mail and 42 door drops  One years data per case – 3 campaigns on average  Update of our work done in 2010 – c.70% of cases 2010 onwards  Nine media types covered – mail, door drops, TV, print (combined newspapers and magazines), out-of-home, radio, online display, search and cinema  All of the mail / door drop cases except for two were multi-channel  Revenue ROI  Return over 3-6 months  Categories covered - telecommunications, financial services, retail, public sector, media and leisure / entertainment BRANDSCIENCE “RESULTS VAULT”
  34. 34. EVIDENCE OF ROI MEDIA MULTIPLIER 34 When mail was included total communications ROI jumped from £4.22 to £4.73 – a 12% increase Source: Royal Mail MarketReach, BrandScience Meta-Analysis, 2014
  35. 35. MAIL AND DIGITAL 35 Part 1 (2013) Part 2 (2014) Methodology Online quantitative survey Sample size 1,000 2,375 Sample characteristics covered Demographics Demographics Digital behaviour (device ownership, frequency of use) Communications media covered Mail Email Mail Email Online Portal Sectors covered Not sector specific Finance, Retail, Mail Order, Utilities, Telecoms Response types covered Emotional Physical Commercial Emotional Physical Commercial Digital (e.g. response via social media/downloading app) Mail types covered Advertising Specific to sector
  36. 36. 36 VALUES (V2C DRIVES V2B) WHAT GOOD MAIL LOOKS LIKE AND ACHIEVES Follow up in– home interviews, mail collection and diary keeping exercise Focus groups x 6 Recruitment of participants for ongoing in-home research Quantitative assessment on preliminary qualitative findings. Omnibus questions among 2,000 respondents Final in-home interview and diary/ post collection Full quantitative survey 3,000 respondents (sector focus) Confirmation of v2c dynamics and the longer term value of mail. Qualitative understanding of the value of mail. Quantitative verification of v2c; what drives v2c and what destroys v2c Mail that they had recently received… that they found useful and/or interesting • FS • Retail • Utilities/telecom • Govt / Health • Travel / Tourism • Charities
  37. 37.  12 Ethnography households  14 focus groups  99 depth interviews  213 Neuroscience / biometric participants  401 BrandScience’s ‘Results Vault’ cases  416 IPA Effectiveness Databank cases  1,000+ academic articles reviewed  9,504 respondents across our telephone and online quantitative surveys THE PRIVATE LIFE OF MAIL 37
  38. 38. 38 THE PRIVATE LIFE OF MAIL  Mail persists in the home  Mail drives strong emotional engagement  Mail triggers powerful brain responses  Mail primes other media  Mail delivers a strong return
  39. 39. THANK YOU 39

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