Presented by Jan Hofmeyr, Chief Researcher Behaviour Change, TNS at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
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4. From Handset to Client
Marketing Research without Researchers
Jan Hofmeyr (Ph.D.)
Chief Research Office: Behaviour Change
Copyright: TNS (2013)

5. Contents
1
Migrate all tracking to mobile phones/Designing for USSD
2
Real-time Feedback/Predictive Analytics
3
Machine-learning, Expert Systems, Automated Reporting
3
10
18
Copyright: TNS (2013)
2

6. Mobile Phone Design Rules
Designing for USSD
Copyright: TNS (2013)
3

7. Why should we migrate all tracking to mobile...

It’s the only cost-effective way to get full market visibility

It’s the only way to get ‘close to the moment’ information
Copyright: TNS (2013)
4

8. Platform: Survey/Phone types
Smart/Advanced
Feature phones
All phones
USSD
SMS
WAP
Simple
RESPONDENT EXPERIENCE
Higher
POPULATION COVERAGE
APP
Rich
Lower
Copyright: TNS (2013)
5

9. So how good is WAP/APP coverage?
Percent who cannot access the internet
43
50
58
24
Brazil
Russia
India
China
32
France
32
Japan
22
UK
28
USA
The Principle of Market Visibility
Copyright: TNS (2013)
6

10. Conclusion:
Design all surveys as if for USSD

You have about 120 secs to complete your survey

There is a 165 character limit per question

It cannot do multiple response

All lists must be really short: attributes, touch-points, media, brands, services

Discipline: no room for sloppy or lazy design
Copyright: TNS (2013)
7

11. Don’t worry, you won’t miss much...
Leveraging heuristics to improve design
50
Top 3: 86%
40
 If you know the main thing, you know
most of what there is to know
30
 If you know the top three, you already
know enough
20
10
0
Copyright: TNS (2013)

12. Complete surveys in 120 secs...

It’s the only cost-effective way to get full market visibility

It’s the only way to get ‘close to the moment’ information

What makes it possible:

The fact that human behaviour is Zipf distributed

The fact that almost everyone has a mobile phone
Copyright: TNS (2013)
9

13. Real-time Feedback/Predictive Analytics
By the time you know there’s a problem,
it’s often too late!
And in any case, you don’t
want to be hostage to the future, you
want to know how to change it.
Copyright: TNS (2013)
10

14. Apple versus Samsung in the USA
Media diary results: the smart watch and new iPhone
100
Apple Share of Voice: TV
 What happened next?
 Is this typical for Apple?
 What happened to Samsung?
 What’s likely to happen next time?
0
Copyright: TNS (2013)

15. More on the Apple-Samsung battle ...
Analysis of media diary results in the USA
Tech Portal




News Channels Social Network
Is this always the pattern?
How do these patterns compare with ad-campaign bursts?
What are the sales effects, if any?
What’s likely to happen next time?
Copyright: TNS (2013)

16. We can answer these questions by data-basing and
leveraging predictive analytics
Hello, are you
there...
Data
Data
In
Copyright: TNS (2013)
 Count instances
 Establish p-values
 Create knowledge
Analysis
Out

17. Hello, are you there...
From the Diary
 There’s a worrying dip in Coca-Cola sales at lunch

It’s associated with an increase in Evian sales

The reason is: Evian is on promotion

There’s no change in Coca-Cola equity
From the predictive use of the Database
 In the past:
-

If you take no action: normal in 4 days
If you counter-promote: normal in 2 days
Click here to go to planning app
Copyright: TNS (2013)
14

18. Hello, are you there...
From the Diary
 NatWest: customer experience unusually
negative

Reason: slow page refresh speeds

Result:
-
2-point fall in brand equity
Gains go to Lloyds TSB, Santander
From the predictive use of the Database
 In the past if you take no action:
-

Customer defections follow after 4 months
Dual customers shift business share in 2 days
Immediate costly increase in call-center activity
Points reward to all customers: retains business
Copyright: TNS (2013)
15

19. Market research without Researchers
Automated machine analysis and reporting
Analytic Engine
Data
Fragments
Fetching rules
Statistical rules
Logical rules
Database analytics
Expert
Text
Assemble Report
Data In
AE
Expert
Reports
Copyright: TNS (2013)
2011/11/27
16

20. Brand image: Banks in the UK
Correspondence analysis
Good service
Nationwide
Cares about
customers
Co-operative
Lloyds TSB
Barclays
NatWest
HSBC
Market leader
Makes banking
simple
Innovation
Northern Rock
Gaining
popularity
Santander
Copyright: TNS (2013)
17

21. Brand image: Banks in the UK
Correspondence analysis
Good service
Nationwide
Cares about
customers
Co-operative
Lloyds TSB
Barclays
NatWest
HSBC
Market leader
Makes banking
simple
The fact that these attributes lie at opposite ends of
Innovation
the map mean that no bank is seen to be both a
market leader Northern Rock
and to care about its customers.
Santander
Gaining
This is a white space opportunity for banking in the UK.
popularity
Copyright: TNS (2013)
18

22. Report for Lloyds TSB
Marketing recommendations
A Basic Analysis of Lloyds TSB
Lloyds TSB need to improve its performance
with respect to the key drivers: good
customer service, makes banking simple.
A brand can increase the psychological loyalty /commitment that people have to it in a number of ways: It can improve its performance with
respect to the attributes that are currently most important; it can identify distinctive attributes relative to which it 'punches above its w eight'
but which are unimportant; and try to increase their importance; it can identify 'unoccupied' territory i.e. an attribute combination that isn't
associated with any banks - and make that important.
i) Options in relation to the currently most important attributes
As things stand, Lloyds TSB 'punches above its weight' with respect to the following key attribute(s): 'Offers all the accounts I need’. How
ever, Lloyds TSB needs to improve its performance with respect to: 'Has good customer service' and 'Makes banking simple’.
ii) Options in relation distinctive attributes
Lloyds TSB has no positive relationship with any of the attributes that currently make a bank distinctive in this market. To take advantage of
these attributes, it would have to both improve its association with them; and make them more important.
Lloyds TSB has no positive relationship
with any of the attributes that make a
A unique opportunity exists for a bank that can achieve an image that combines the attributes that define dimensions 1 and 2. In other words,
an image that combines: 'Is involved in the community' and bank distinctive in with 'A market leader in banking' and 'Easy to use
'That cares about its customers' this market.
iii) Options in relation to attribute combinations
no matter where you are'.
Copyright: TNS (2013)

23. Report for HSBC
Marketing recommendations
A Basic Analysis of HSBC
In particular, HSBC needs to do something
about its poor performance with respect to:
‘offers all the accounts I need’.
A brand can increase the psychological loyalty /commitment that people have to it in a number of ways: It can improve its performance
with respect to the attributes that are currently most important; it can identify distinctive attributes relative to which it 'punches above its
weight' but which are unimportant; and try to increase their importance; it can identify 'unoccupied' territory i.e. an attribute combination
that isn't associated with any banks - and make that important.
i) Options in relation to the currently most important attributes
As things stand, HSBC needs to improve its performance with respect to: 'Has good customer service' and 'Makes banking simple’. In
particular, it needs to do something about its poor performance with respect to: 'Offers all the accounts I need’.
ii) Options in relation distinctive attributes
HSBC 'punches above its weight' (i.e. lies in the direction of) the following less important, but distinctive attributes (see map): 'A market
leader in banking' and 'Easy to use no matter where you are' . If these became more important then the loyalty or commitment that
people have to HSBC would increase. This is an alternative strategy for HSBC.
HSBC has strength with respect to the less important
iii) Options in relation to attribute combinations
but distinctive attribute ‘easy to use no matter where
A unique opportunity exists for a bank that can achieveare’. that combines the attributes that define dimensions 1 and 2. In other
you an image If this became more important then
words, an image that combines: 'Is involved in the community' and 'That cares about its customers' with 'A market leader in banking' and
commitment to HSBC would increase.
'Easy to use no matter where you are'.
Copyright: TNS (2013)

24. Why machines are better...

They’re really fast...

They don’t make calculation mistakes...

They never forget...

They are expert because their minds have been written by an expert
Copyright: TNS (2013)
21

25. Put more simply...
Machines are better because
they’re not Human
Copyright: TNS (2013)
22

26. Thank you for your
stamina and attention
Copyright: TNS (2013)
23

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PREMIERE SPONSOR
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29. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET