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Beyond skin deep – getting to the true nature of shopper behaviour


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Daniel Young, head of Quantum Lab, Future Thinking

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Beyond skin deep – getting to the true nature of shopper behaviour

  1. 1. This document is marked as Private Beyond Skin Deep Getting to the true nature of shopper behaviour Date: November 2016
  2. 2. 22 A bit about us… Through acquisition and organic growth we are one of the largest independent market research agencies in the UK Annualised revenues £20m 150+ full time staff Full service, multiple award winning market research agency Offices Located in: London, High Wycombe, Oxford, Paris & Sofia Our people matter – we are curious and challenging in equal measure We are a positive force for change Good research tells meaningful stories, with a purposeful conclusion and last a lifetime We challenge ourselves and our research
  3. 3. 33 There was a time when it was ok to ask people questions and believe their answers…
  4. 4. 44 System 1 decision making can’t be fully explained in System 2 research scenarios Our short term memories make it impossible to accurately recall many of the drivers of purchase decisions Just because we are not exhibiting the desired behaviour today does not mean we will never do it We are sometimes poor witnesses to our own behaviour 04030201 Asking people about their emotions, decision drivers, or intended future behaviour isn’t enough… We know from our work in the fields of psychology and behavioural economics, that there’s a big difference between what people think, what they say, and what they do.
  5. 5. 55 Behavioural Economics – a narrow focus in the field of Neuroscience 3 key areas Measuring responses NeuroMetric (brain or neutral response) EEG fMRI BioMetric (biological/ physiological response) Eye tracking Facial decoding Skin perspiration (Galvanic Skin Response) Heartbeat Respiration patterns Blood pressure Explaining response PsychoMetric (psychological or implicit response) Implicit Association Tests Priming tests Ethnography Projection techniques Semiotics Application of theoretical models On line communities Accompanied shops, intercepts
  6. 6. 66 Biometric Methods Eye tracking Facial decoding Blood pressure monitoring Heart rate monitoring Galvanic skin response
  7. 7. 77 Every emotion has a physiological and psychometric response: increased heart rate, muscle movement, or response time GSR (Galvanic Skin Response) is a measurement of skin conductance which allows us to measure a person’s emotional engagement to a stimulus We can identify ‘key moments’ of engagement. This enables us to identify vital insights by combining the GSR data with the context of the stimulus. Validated methods of psychological analysis are then added to maximise the value of the data Galvanic Skin Response gives us a window into the unconscious This is key if we are to fully understand behaviour and where our best opportunities to influence it exist
  8. 8. 88 Galvanic Skin Response Less.. More..
  9. 9. 99 We overlay biometrics, video, and real-time conscious response for a full picture We have partnered with Sensum to capture conscious and unconscious data which we synchronise and then present via an online portal We overlay GSR data with footage from spy glasses enabling a non-invasive method of recording video as well as in the moment conscious feedback collected via a tablet This overlay allows us to see what the consumer says they liked, collected via a real time app and what engaged them most: which part of the ad, which concept, which word?
  10. 10. 1010 Unlocking critical moments of truth in the shopper path to purchase 0 – I have a need for something 3 – Repurchase advocacy 0 – I have a need for something 1 – Point of purchase 2 – Product experience • Standout/Clarity: Can you be seen? Are adjacencies and ranges optimised? • Relevance/Appeal: Do you meet needs? • Availability: Is distribution and replenishment optimised • Acceptable Price: Is your price point optimised? • Conversion: Do you have an omnichannel presence? • Awareness: Do consumers know where to find you? • Brand Affinity: Are you in the consideration set? • Experience: Have you met shopper needs before? • Fulfilment: Does it deliver against expectations? • Fit for purpose: Do you meet consumer needs? • Brand fit: Does it align with your brand equity? • Repurchase: Are you maximising returning customer numbers? • Talkability: Do you create a wow factor? • Momentum: Does it invoke passion? • Affinity: Do you align with customer needs/lifestyle? How is experience measured? Are you maximising returning customer numbers? What influences conversion?What influences channel/outlet choice?
  11. 11. 1111 GSR identifies the key moments of engagement revealed through our unconscious responses Five Key Moments – Flat Tonic Three Key Moments – Decreasing Tonic Three Key Moments – Increasing Tonic Time TimeTime Fig. 1 Fig. 2 Fig. 3 Tonic Level Engagement Level (GSR) Key Moment of Engagement (KME) When using GSR, we can identify Key Moments of Engagement (KME) identified by a single spike (Skin Conductance Response, or ‘SCR’). We can also look at the overall gradient of skin conductance level known as ‘tonic activity’ to gain longer term engagement. A KME is recognised as having a percentage over 6%. A high KME can be measured between 10 – 15%. Fig.1 Shows a typical response to a stimulus or piece of content with 5 key moments, and the overall engagement is neutral signified by flat tonic activity. Fig.2 Shows a typical response to a piece of content that has 3 key moments, and overall the tonic level has fallen indicating a fall in engagement. Fig.3 Shows a typical response to a piece of content that has 3 key moments, and an overall increase in engagement.
  12. 12. 1212 We added GSR to a focus group discussing the word ‘quality’ and discovered several key moments of engagement Brands Trust in brand Robustness and colour Physical product Features and on- pack information Educational and stimulating When discussing quality spontaneously some signifiers got more of a visceral reaction and interest. It was product benefits that delivered the Key Moment of Engagement Even though these weren’t verbalised as key priorities when discussing quality, their unconscious response shows they have an important role to play in choice 5%+ increase 5%+ increase 8%+ increase
  13. 13. 1313 Tesco Front of Store – On the Go
  14. 14. 1414 The ‘ideal’ grocery shopping environment What shoppers told us Closer to reality
  15. 15. 1515 Costa – Lunch Mission
  16. 16. 1616 The ideal lunch experience What shoppers told us Closer to reality
  17. 17. 1717 Challenges • Biometric methodologies shouldn’t be used in isolation • They highlight areas of interest, but don’t explain the whole picture • Need to be used in conjunction with other methodologies • Issues of scale • Currently used mainly in small scale qualitative research • Miss out on ‘mainstream’ inclusion on KPI dashboards, business tracking metrics
  18. 18. 1818 Thank You