Steve Cierpicki's presentation to the Festival of NewMR 2010

1. December
2010
Combining
NewMR
&Traditional
Research:
The
Virgin
Blue
Success
Story
Steven
Cierpicki,
Sector
Head,
Colmar
Brunton

2. How
was
your
flight
?
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

3. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
Brand Health & Ad
Tracking
• n=6,000 Online tracking of key metrics
• Salience, Brand Image, Preference,
Advocacy, admiration etc
• Advertising effectiveness
Online Research
Community
• “V Insiders”
• Set-up and preparation July 2009
• N=400 “insiders” initially - grown to over
1000.
3
Combining
The
Traditional
With
A
NewMR
Solution…
Each
component
compliments
the
other

4. 4
Jul Aug Sep Oct Nov Dec Jan Feb Mar MayApr Jun
Brand & Ad
Tracking
Online
Research
Community
Aug Sep OctJul
Preparation
Monthly data collection & Reporting
Mar Apr May
20102009
…Ongoing!
Live Community & weekly debriefing
20102009
Nov Dec Jan Feb Jun
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

5. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
Objectives of the Research Metrics to:
- Identify the impact of marketing activity of Virgin Blue and Competitors
- Evaluate Virgin Blue advertising effectiveness
- Understand the brand impact of key market events
5
Traditional:
Brand
&
Ad
Track

6. 6
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

7. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
Private, branded, online space , where 100’s of invited
consumers regularly spend time generating ideas, offering
advice to us and to one another, sharing experiences and
feelings, discussing trends, and helping us figure out
marketing and business issues.
Online Research
Community

8. 8
Community
Discussions
&
Interactions
online
discussions
& forumsactivities
polls Upload media
for members
to view / listen
to
live chats
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

9. 9
30
topics
covered
within
V
Insiders
community
within
the
first
12
months
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

10. 10
V Insiders Infusing the authentic voice of the consumer
into the heart of brand,
product and service decision making.
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

11. 11
Outputs
are
not
traditional
reports
• short & sharp - findings and recommendations.
Debrief of Previous Week
• events for that week decided based on the learnings
from previous weeks, recent market events, recent
internal events…or from the ‘bank’ of topics developed
quarterly.
Planning of Next Week
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

12. 12
Core
benefits
of
an
online
community
Knowledge
is
built
quickly
True
interaction
between
members
Brings
stakeholders
closer
to
consumers
More
value
from
research
investment
Do
what
you
want,
when
you
want
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

13. 13

14. 14
TRAVELLERS RESPONDED
WELL TO THE NEWS OF THIS
NEW ‘LITTLE ADDITION’. THEY
COMMENDED VIRGIN BLUE
FOR TAKING A STEP INTO THE
FUTURE AND BELIEVE THE
INDUSTRY WILL FOLLOW SUIT
OR BE LEFT BEHIND.
MATTERS TO ADDRESS MOVING FORWARD
“Used it yesterday and today on a Sony Ericsson
C903a....between SYD-MEL return. Very easy to use but
confused the gate staff and cabin crew just a little bit...seems
they are still getting used to it.”
“If the little print out is required, is it possible to get the seat
number printed up in bold or in larger font...the format is
unfamiliar and meant I had to look over the stub a few times to
find my seat allocation.”
1. Security concerns – travellers don’t
realise the check in process is no
different to current kiosk or online check
in if baggage are not checked.
Communication may be required to
address these concerns.“I am astounded
that this sort of technology is
permissible. Where's the ID verification
of the passenger, particularly if there's no
checked luggage?”
2. Saving the barcode – the ability for the
traveller to continue to use their phone as
per normal is important. Currently it is
unclear as to how the barcode can be
retrieved once the screen is lost.
3. Compatibility with the types of phones.
“This will be useful! But will there be an
iphone app too?”
4. Checking in multiple people (e.g. a
family) – will travellers receive four
different barcodes on the one phone?
SUGGESTIONS & FAQ

15. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
How
do
you
“entertain”
yourself
in-­‐flight?
The
biggest
incenYve
to
use
IFE
are
when
travelling
with
children
or
for
2.5+
hour
flight.
When
considering
the
value
of
IFE,
travellers
take
into
consideraYon
all
the
disrupYons
(PA
‘pauses’,
turbulence,
take
off
and
landing
Yme).
15

16. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
“I
did
purchase
it
quite
regularly
from
OOL
to
SYD
only
1hr
but
I
like
to
see
the
news.
Unfortunately
roughly
30%
is
lost
due
to
signal
and
15%
due
to
annoyingly
long
pa's
-­‐
always
during
a
bit
that
I
really
want
to
see.
I
don't
buy
it
quite
so
much
these
days
for
these
reasons.”

17. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
“If
VB
had
the
same
system
used
by
Virgin
America
where
certain
basic
channels
were
free
and
you
paid
for
premium
content
then
most
people
should
be
happy.
Ordering
your
drinks/
food
on
the
system
with
Virgin
America
is
also
a
step
up.”

18. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
Passengers
want
IFE
to
stay…
....but
most
of
them
want
it
for
free.
The
IFE
is
perceived
as
offering
a
point
of
difference
from
a
‘physical’
sense
(monitors
on
back
of
seats)
however
not
seen
as
value
for
money
due
to
these
reasons:
1.
Flight
duraYon
too
short
along
the
eastern
seaboard
2.
PA
disrupYons
3.
Poor/inconsistent
recepYon
quality
Idea:
Can
IFE
and
F&B
be
processed
as
a
single
transacYon
to
eliminate
the
need
for
business
expense
claim
jusYficaYon?
18

19. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
Hmm
the
bed
looks
enYcing
but
then
you
menYon
only
4
hours
why
would
you
want
to
pay
the
extra
for
the
big
comfy
chair
that
turns
into
a
lay
down
bed
when
its
only
a
4
hour
flight?
I
wouldn't
be
bothered
paying
the
extra
for
such
a
short
trip

20. 20
The
Future
of
NewMR
at
Virgin
Blue

21. Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)
21
Beyond
Marketing
All
areas
of
Virgin
Blue
can
benefit
from
the
community
Retail
Partner
-ships
Brand
Product
Pacific
Blue
V
Australia
Blue
Holidays
Velocity
Sales
HR /
Recruit
-ment
Service
Delivery
PR

22. 22
Organic
integration
of
insight
at
the
right
time
to
drive
effective
decision
making
Weekly Planning
& Debrief Session
Community
Discussion &
Interaction
Analysis &
Interpretation
Weekly cycle
Marketer Customers Market Researcher
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

23. 23
Thank
you.
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)

24. 24
Q
&
A
Steve
Cierpicki
&
Pravin
Shekar
Steve
Cierpicki,
Colmar
Brunton,
Australia
Part
1:
Session
2,
Convenor
Greg
Coops,
Chair
Pravin
Shekar,
schedule
=
3:44am
to
4:05am
(GMT/London)