Bowker Market Research - The Magic and Mystery of Book Consumer Research: A Focused look at activities, purchasing influences and behaviors of today’s book consumer. Presented to the YPG (Young to Publishing Group) on 7/28/11.
Bowker Market Research: The Magic and Mystery of Book Consumer Research
Director of Publishing Services, Bowker James oversees the client relationship of a host of Bowker business intelligence services, including the PubTrack Consumer Research Service reaching annually over 80,000 ‘e’ and ‘p’ book consumers. In addition to being involved in the consumer research panel, he oversees sales data collection and analytics tools for the higher education and trade book markets for Bowker. Before his current position James served for Nielsen BookScan UK and US managing client relationships with Point of Sale data. 2
Introduction to consumer data Background on the best practices Introduction to how book consumer data is used sales, editorial and marketing professionals ◦ What are you using now to support your decisions? ◦ What would help you? ◦ Does having a consumer perspective give you an advantage?
SurveySample: 6,000 Unique Book Consumers per outgoType: OnlineFrequency: MonthlyLength: 75 questionsRewards: ZoomPoints2011 Annual Consumer Sample Size 80,000 Unique US book consumers Selected according to Age, Gender, Income, Household size, and location balanced to US Census Representing an annual view of 205,000 book purchases and 140,000 shopping occasions
Case Study: Acquisitions - Using Consumer Datato Understand the Cookbook Market Decline Cookbooks 2009 = 3026 new cook books published… BookScan sales numbers show a flat to declining market over past 6 quarters Question: Does the world need another cookbook?
Quarterly Sales of Cook Books By Generation50%40%30%20%10%0% Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Gen X Boomers Matures
Demographics: Who buys and reads different kinds of books? How old are they? What gender? How much do they earn? Where do they learn about books?Categories & What do they buy? Which genres or subjectFormats: areas? What formats? Which price points?Market Where do they buy? How often do they shopChannels: there? How much do they spend?Motivation: Why do they buy? As an impulse? As a gift? Where do they learn about books? Why do they choose the titles they ultimately purchase?
13% Impulse Purchase22% 20% 25% 21% 36% 19% 17%25% Plan A Book At Specific Time, 38% 42% 22% But Not Specific Bk 33% 28%22% Plan This Specific Book, But Not 21% 18% 15% Specific Time31% 35% 34% 21% 24% Plan This Specific Book At That 18% Specific Time
Purchase Interest Top 2 Box (Net) 24% Definitely Would Buy 5% OPEN Probably Would 81% Buy 19% Might or Might Not Buy 57% Probably Would Not Buy 12% Definitely Would Not Buy 4% Bottom 2 Box (Net) 16% The likes are all around the opening in the scene with light. The darkness surrounding Attributes: the opening is generally getting less positive Diagnostics: POSITIVE: Top 2 Box reactions. POSITIVE: Top 2 Box Contemporary 46% NEGATIVE PI OPEN ENDS: Liking 22% Cool 34% Is it about a foggy bench in the park? Intriguing 64% Looks sappyUniqueness 13% Too dark Provocative 44% Doesn’t relate to the title Value 9% Stylish 44% Trend Setting 20%
Listen. Interact. Collaborate. Act Today’s Imperatives > Listen to consumers as they talk candidly to one another > Interact with them in familiar and engaging environments > Collaborate with them on new solutions to meet their needs > Act on improving existing solutions and processes for better experience 33
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