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The Who, What, Why and When of 2019’s Consumers

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In this session, Jeff Tsui, Managing Director of Lightspeed Greater China, shares information on The Who, What, Why and When of 2019’s Consumers.
Jeff explores ways we can better understand changing audiences today and in the future.

Key points

- Look at online consumer behaviour data, who’s buying what and how, as well as looking at personality profiling and how we can build a richer understanding of audiences through this approach.

- Discuss how to reach this audience and how to talk to them in an engaging way to achieve considered responses from real consumers.

- Showcase ways to leverage new technology and data sources, including a tangible example of using Chatbots in research.

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The Who, What, Why and When of 2019’s Consumers

  1. 1. The Who, What, Why and When of 2019’s Consumers Sponsored Webinar, 28 February 2019 Jeff Tsui LightSpeed Festival of #NewMR 2019 Presentation copyright, the presenters and NewMR. Please credit when using.
  2. 2. The Who, What, Why and When of 2019's Consumers Exploring ways we can better understand changing audiences today and in the future
  3. 3. 2 As technology advances, so too does the consumer.
  4. 4. 3 Creating a new world in the way consumers interact, purchase and consume.
  5. 5. 2019 Consumer Landscape Data Today we will explore… 4 How to talk to and engage them Leveraging new technologies How to reach them
  6. 6. How are consumers spending their time online? Shopping and social media are the most popular online activities 5 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Shopping Social media Gaming Talking to friends and family ie. Facetime/ Skype Blogging Researching purchases Downloading movies/ series/ music Finances Other Australia India Singapore UK US
  7. 7. Consumers and Their Devices Smartphones are the most popularly owned devices for all, however laptops are the highest purchasing device in Australia, UK and US. 6 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Tablet Laptop Desktop Smart Speaker/ Home Assistant Smartwatch Other Owned Devices 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Tablet Laptop Desktop Smart Speaker/ Home Assistant Smartwatch Other Devices Used to Purchase
  8. 8. Five Years Ago Whilst markets have grown at similar rates, smartphone and newer devices have understandably taken off. Laptops, however have remained stable, especially in the UK where they are used the same amount now. 7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Tablet Laptop Desktop Smart Speaker/ Home Assistant Smartwatch Other Devices Used to Purchase 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Tablet Laptop Desktop Smart Speaker/ Home Assistant Smartwatch Other Devices Used to Purchase Five Years Ago
  9. 9. What are they purchasing online? Clothing, shoes and accessories and Holidays are the highest online purchases, notably for India and the UK where online purchases are also highest overall. 8 Groceries Toiletries/ Cosmetics Household appliances/goods Clothing, shoes and accessories Tickets i.e. cinema Books Furniture Music Takeaway food Holidays Other things Australia India Singapore UK US
  10. 10. Where they are purchasing? 9 0% 10% 20% 30% 40% 50% 60% 70% On the commute to work During work On your lunch break On the commute back from work On the couch at home In bed On the toilet At the dinner table Have you ever made a purchase... US UK Singapore India Australia Purchases from the couch are the most popular, led by the UK. India and the UK purchase in bed and on their lunch break
  11. 11. Groceries Toiletries/ Cosmetics Household appliances and goods Clothing, shoes and accessories Tickets i.e. cinema Books Furniture Music Takeaway food Holidays Other things Types of Products Purchased from people talking about them on Social Media Australia India Singapore UK US Influences Whilst social media purchases are relatively low across most markets, consumers are more impacted by connections talking about products rather than adverts. Clothing, shoes and accessories are the most common category. 10 Australia India Singapore UK US Have you made a purchase directly from a social media advert? Yes No Groceries Toiletries/ Cosmetics Household appliances and goods Clothing, shoes and accessories Tickets i.e. cinema Books Furniture Music Takeaway food Holidays Other things Types of Products Purchased from a Social Media advert Australia India Singapore UK US Have you ever made a purchase because you saw someone talk about it on social media?
  12. 12. Payment Mobile Payment Apps are more commonly used than AfterPay, with all markets purchasing Clothing, Shoes and Accessories as well as Groceries being higher for India across both methods and Singapore on AfterPay only 11 Australia India Singapore UK US Have you ever used AfterPay? Yes No Groceries Toiletries/ Cosmetics Household appliances and goods Clothing, shoes and accessories Tickets i.e. cinema Books Furniture Music Takeaway food Holidays Other things Types of Product Purchased Using AfterPay Australia India Singapore UK US Have you ever used a Mobile Payment App? Groceries Toiletries/ Cosmetics Household appliances and goods Clothing, shoes and accessories Tickets i.e. cinema Books Furniture Music Takeaway food Holidays Other things Type of Products Purchased using Mobile Payment Apps Australia India Singapore UK US
  13. 13. 12 Going beyond the why and finding the hidden who Personality Profiling
  14. 14. New opportunities to develop more impactful, nuanced Brand Communication Strategy Advancements in Behavioural Science Theories More sophisticated Consumer Targeting Techniques Re-imagining personality measurement techniques to enable more effective audience segmentation for marketing communication strategies.
  15. 15. I am organised I am open to new ideas I am conscientious Designing the personality survey to engage respondents in a 2 way collaborative evaluation process; A new behavioural based approach… Moving away from the abstract into behavioural reality; 14 I make a list of the things I need before going shopping When was the last time you tried a different brand of X I am very careful about recycling Overcoming self-report bias by using principal component analysis to isolate the most deterministic;
  16. 16. The trial results so far Differentiating people in real world decision making situations describes and helps us better understand behavioural characteristics 15 Differentiating the types of people who like different types of advertising messages
  17. 17. 16 Reaching today’s consumer
  18. 18. 17 Consumers are changing. Which means reviewing and updating the way we try to connect with them is vital to deliver reliable data, reflective of the audience.
  19. 19. 18 The traditional pre-profiled panellist base Connecting sources gives broader access you to consumers around the world who have given permission to share data. Fast, easy access to more people enhances the overall insights. Double Opt- In panels Programmatic Network Access to an agile and robust set of data profiles
  20. 20. Leveraging Local Platforms By partnering with WeChat, Lightspeed took advantage of an existing popular, non-research app in China to reach a highly engaged, representative, mobile audience. Extending our reach via local giants, like WeChat, in key regions 19
  21. 21. 20 Talking to and engaging today’s consumer
  22. 22. 21 Consumers are changing. Which means the way you engage this highly active but time poor audience and capture their attention over other digital distractions should be a huge part of any research planning.
  23. 23. Framing questions can get 20% more data for the same cost 22 12% 76% 29% 22% Number of Brands Recalled 0 1 2 3 4 5 6 7 8 9 10 11 12 FIXED VS. COMPARATIVE SCALES Don’t like at all Strongly like FIXED SCALE 0 10 Like the least COMPARATIVE SCALE 0 10 Like the most 0 2 4 6 8 10 Strawberry Chocolate Vanilla Raspberry 0 2 4 6 8 10 Strawberry Chocolate Vanilla Raspberry Comparative: MOST → LEASTFixed: DISLIKE → LIKE BRAND RECALL Old: How many brands can you think of? New: You have 1 minute! 60% New - 1785 Old - 137
  24. 24. Case Study: Moving to a Modern Approach QuestionArts modern survey design to improve data return, quality, and fun. Client testimonial: “We were able to achieve a survey with strong engagement with a young target audience and are delighted that the Lightspeed team delivered an outstanding piece of work.” 81% (+7) Complete rates 11 Min (+2) Length 23Frame
  25. 25. 24 Leveraging new technologies Bridging the gap between qual and quant
  26. 26. 25 But why does this matter? 2If we aren’t where consumers are then the data we base decisions and recommendations off won’t be accurate and will miss the mark. 1 ‘The broader insights and analytics category outpace the growth of the traditionally defined market research sector’ - 2018 ESOMAR Industry Report
  27. 27. A New World for Market Research Mobile Metering Traditional Research Search Voice Connect Third Party Data Appends 26 Media Activation Facial Coding Video Open Ends Chatbots
  28. 28. Using Chatbot Technology to Enhance Audience Understanding 27 The Challenge The client, a major global premium fashion brand, wanted to understand their brand awareness and usage but beyond this they wanted a clearer, more detailed view into specific dressing habits and daily routines and scenarios of their medium to high income audience across multiple markets.
  29. 29. Using Chatbot Technology to Enhance Audience Understanding 28 The Solution • Use Chatbots to create a more conversational environment and gain more in-depth feedback and greater engagement. • Developed a this with a friendly, automated script to work with the answers and information provided in each session. • Converted from Facebook to WeChat platform. • Utilised image upload capability to aid visualisation of the responses in a rich, specific way in terms of how people compile outfits for different occasions.
  30. 30. Using Chatbot Technology to Enhance Audience Understanding 29 The Results • More cost and time effective to reach more in- depth knowledge on this audience. • Leveraging WeChat in China saw the greatest engagement, investing more time in providing considered answers and meaningful uploads, with average sessions being over double the length of other markets, 6 x more than the lowest performing market. • The client was able to leverage this to move to phase two, online digital, of their project and are looking at ways to use this in the future with increased real-time options. 80 respondents 3 outfits each Richer visual understanding
  31. 31. 30 As the consumer landscape continues to innovate, the tools available will revolutionise the way we can better understand our audiences and future proof our industry.
  32. 32. Q & A Festival of #NewMR 2019 Presentation copyright, the presenters and NewMR. Please credit when using. Jeff Tsui Lightspeed Sue York NewMR
  33. 33. Thank You Festival of #NewMR 2019 Presentation copyright, the presenters and NewMR. Please credit when using.

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