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The document outlines the importance of market research in Ireland, detailing methods such as secondary and primary research, along with the necessity of understanding consumer demographics. Mintel reports provide insights into various sectors including food, drink, and retail, offering comprehensive data to support business plans and research projects. It emphasizes the significance of avoiding bias in surveys and the need for well-designed questionnaires to gather accurate consumer insights.

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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. Mintel may repurpose or distribute any content derived from syndicated Mintel resources, even if originally compiled per customer request, always subject to preserving the confidentiality of the customer. The Basics of Market Research Brian O’Connor – March 2017
2 Overview of Mintel Ireland Why do market research? Secondary and Primary research Things to avoid when designing questionnaires Sampling and respondent breakdown How Mintel do it Some recent Mintel findings Summary
3 Mintel Systems
4 Where does Mintel fit in? • Issue: Difficult to resource local sectoral market research reports for Ireland Resource Issue • Solution: Our Mintel research reports will provide you with Irish (ROI & NI) market size, forecasts, innovations and trends data. Mintel Research Reports • Benefit: Ready made material to help support the public with projects, research papers, business plans or preparing for interviews – Ensures the public are up to speed with latest market trends. Provide reliable, unbiased overview of the market place Helping you save time researching – provides quick overview of a market!!
5 Irish Report Home Page – Layout
6 2016 Irish Report Titles Sector Title Food Consumer Snacking Habits Food Fruit & Vegetables Food Bread Food Cheese Food Artisan Food Food Deil and Hot Foods Counters Food Yogurt Food Meat & Meat Substitutes Food Chocolate Confectionary Food Ready Meals Food Healthy Eating Drink Whiskey and Dark Rum Drink Beer Drink Soft Drinks Leisure Hotels Leisure Technology and Irish Tourism Leisure Events Tourism Leisure TV Viewing Habits Leisure The Night Out – Entertaining Out-of-Home Sector Titles Retail Beauty Retailing Retail Automotive Retailing Retail Discounters Retail Mobile and Broadband Providers Retail Clothing Retailing Retail Grocery Retailing - Brand vs. Own-label Finance Savings Finance Mortgages Finance Car Insurance Finance Payment methods – Online vs. Offline Finance Current Accounts Technology Apps and Applications Technology Online & Mobile Retailing Technology Social Networking Special Attitudes to Advertising Special Exercise and Fitness
7 2017 Irish Report Titles Sector Title Food Children’s Eating Habits Food Chilled vs. frozen - Consumer Preferences Food Sports Nutrition Food Cheese Food Menu and ingredient insights Food Quick service restaurants & takeaways Food Free-from foods Food Milk & Cream Food Poultry & Poultry Substitutes Food Ice-cream & Desserts Food Artisan Food – Attitudes to Provenance Drink Wine Drink Beer & Cider Drink Soft Drinks Leisure The Night In Leisure Gaming (consoles, mobiles, etc) Leisure Domestic vs. Overseas Tourism Sector Titles Retail Beauty & Personal Care Retail Automotive Retailing Retail Convenience Store Retailing Retail Coffee & sandwich shops Retail Supermarket Retailing Finance Savings & Retirement Planning Finance Current Accounts & Brand Loyalty Finance Personal Loans Finance Mortgages Finance Car Insurance Finance Online & Mobile Banking Special Brexit - One year later Special Healthy Lifestyles (Sugar & smoking focus) Special Pets Technology Online and Mobile Retailing Technology Social Networking Technology Mobile Phones Technology Attitudes to Advertising
8 Analyst Insights – Across 13 different Sectors
9 EVERY DAY AT MINTELEveryday at Mintel
10 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel Why conduct market research?
11 Why conduct market research? “There is nothing so terrible as activity without insight.” - Johann Wolfgang von Goethe “People who ignore research are as dangerous as generals who ignore decodes of enemy signals” - David Ogilvy “When the customer comes first, the customer will last.” - Robert Half
12 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel How can we sell to customers if we don’t understand who they are, what they want or why they want it?
13 Understanding customers is paramount! Who are your customers? What age are they? Gender? Affluence? Martial status? Who do we target our product at? What do they want? What need/ desire will your product/ service fulfil? Why do they need it? How can we adopt our approach to best fit what they need? Where do our customers live? Where is the best place to position ourselves for them to buy? When will the buy? How can we position ourselves to be in the ideal place/ time to target them? Why would customers choose us over our rivals? What features or qualities would make us more desirable? Why do we stand out? What can we do to make ourselves the first choice to customers?
14 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel Secondary & Primary research
15 Secondary Research is the first port of call The first thing you should do is check to see if someone has collected the information you need before hand. Time & Cost effective. Extensive data already exists. Basis of future primary research.
16 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel Some key sources of secondary research
17 Some drawbacks of secondary research While secondary research is a fine foundation for discovering what direction to take your business in, there are drawbacks Time lag of data. How specific the data is to your needs. Accuracy of data/ potential for bias. Data definitions.
18 Primary research has many advantages After consulting as much secondary are as possible it is then time to consider primary research Specific to your needs. Greater control over the direction of the research. Can be as wide ranging as you need it to be. Your competitors do not have access to the information.
19 … but also has pitfalls While primary research offers greater control and level of specification it does present some issues to SMEs Cost. Time cost. Issues with bias. Inexperience in collecting data.
20 Types of primary research Observational Postal survey
21 Types of primary research Telephone Face-to-face
22 Types of primary research Focus group Online survey
23 Mintel conduct all consumer research for Ireland online As of January 2012 all commissioned consumer research for Mintel Ireland reports have been conducted online. Toluna in partnership with other providers provide Mintel with qualitative bulletin board software. This allows the creation of Internet- based, ‘virtual’ venues where participants recruited from Mintel’s online surveys gather and engage in interactive, text- based discussions lead by Mintel.
24 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel There are a few online survey providers that can be used for free (or cheaply).
25 Bias is something researchers must ALWAYS be mindful of A person or a company can have bias that can influence the outcomes of research – many times without even knowing it. Confirmation - researcher forms a hypothesis or belief and uses respondents’ information to confirm that belief, filtering out data that might not support their view. Cultural bias - judging another culture solely by the values and standards of one's own culture.
26 Bias is something researchers must ALWAYS be mindful of A person or a company can have bias that can influence the outcomes of research – many times without even knowing it. Question-order - One question can influence answers to subsequent questions. Leading questions and wording – Wording questions in a way to evoke a certain response – either positively or negatively
27 Even we sometimes can fall victim to bias…. In a 2011 survey we asked consumers a question using the phrase ‘junk mail’. ‘Junk mail’ is a loaded phrase with negative connotations. ‘Direct mail’ is a more neutral term that does not evoke the same negativity. This is the term used in all subsequent surveys.
28 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel Some things to avoid when designing a questionnaire
29 Question wording to avoid misinterpretation or bias “On a scale of 1-10 just how bad do you think the Brexit will be for the Irish economy?” Assumes the respondent feels negatively about the Brexit. Assumes the respondent understands what the Brexit is. “On a scale of 1-10 (1 being very negative, 10 being very positive) how do you feel the UK leaving the European Union will effect the Irish economy?”
30 Be weary of time scales “Have you ever had a barbeque?” Respondents could answer ‘yes’ even if they have only ever being to one BBQ and that was 10 years ago. You would want the opinions of someone who had recent experience. Also are we seeking people who have hosted or attended a BBQ? Or Both? “Have you hosted a barbeque in the last 12 months?”
31 Also in some circumstances be weary of the time of year you are doing your research “Which of the following types of wine have you bought in the last 3 months? Please select all that apply” -Still red wine -Still white wine -Sparkling wine (eg cava, prosecco, etc) Sales of sparkling wine in the UK increased 500% the Friday before Christmas in 2016, and increased again before Valentines days 2017. Results may vary depending on the survey being conducted in February 2017 and May 2017.
32 Do not make assumptions about ownership or usage. Always give respondents a ‘none’ or ‘don’t know’ option “Which of the following types of mortgage do you currently have on your house?” Assumes the respondent has a mortgage, and they may not. Assumes they have a house rather than a flat or other type of living accommodation Ideally a question like this would follow an initial question establishing ownership of a mortgage first. “Q1. Do you or your partner currently have a mortgage on any property? Q2. You have indicated you currently have a mortgage. Please select which type.”
33 Avoid industry terms or complex acronyms. “Have you bought any ready meals in the last month with the following types of packaging? -Rigid box -Skinpack -Blister Card” The average joe may not understand industry terms. Use simple terms in questions and provide examples when possible (eg familiar brand names, etc). Sometimes it may actually be best (when possible) to present respondents with pictures of products.
34 Keep question options and layouts simple
35 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel Sampling and demographics
36 Choosing sample and size of sample When surveying consumers with a quantitative study, there needs to be a reasonable sample size. It is impossible to interview everyone in a country/ region, so researchers will select a representative sample of the population. Unless specifically required most surveys will use a random sample. For example, if you are seeking only to survey parents, consumers without children will be exempt. The smaller the sample size the less representative it becomes. Mintel samples 2,000 for All-Ireland in its surveys.
37 Quotas can be used to insure fairness and representation Age & Gender % Social Grade % All Adults 100.0 AB 0.22 All Men 50.9 C1 0.29 All Women 49.1 C2 0.19 16-19 Men 3.9 DE 0.24 16-19 Women 3.7 F 0.06 20-24 Men 4.1 20-24 Women 3.9 25-34 Men 10.8 Region % 25-34 Women 11.7 City of Dublin 28 35-44 Men 11.9 Munster 26 35-44 Women 12.3 Leinster (e xcluding city of Dublin) 24 45-54 Men 8.8 Connacht 16 45-54 Women 8.9 Ulster (excluding Northern Ireland counties) 6 55-64 Men 5.5 55-64 Women 5.6 65+ Men 4.1 65+ Women 4.8
38 What demographic data do you want to collect? Gender LocationAge Work status Marital status Social class Household income No. of children Internet usage Device ownership
39 Cross-tabs Collecting demographic data allows for meaningful interpretation of survey data. Bought for drinking at home (including at someone else's) Bought in pubs/bars/ restaurants etc Have not bought % % % All 38 17 57 Gender: Men 43 18 53 Women 34 17 61 Age group: 18-24 35 19 57 25-34 35 20 59 35-44 30 16 65 45-54 46 16 53 55+ 41 15 56 Base: 650 NI internet users aged 18+ Source: Toluna/Mintel
40 © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel Mintel Ireland – Methodology
41 Structure of a Mintel Ireland Report Report Structure Overview Executive Summary Issues and Insights The Market – What you need to know Market Drivers Market Size and Forecast Companies and Innovations – What you need to know Company Analysis Innovations The Consumer – What you need to know The Consumer – Usage The Consumer – Behaviour The Consumer – Attitudes Appendix
42 Putting Together a Brief Need to outline what shall be covered in a report. Sales Manager / writer contact clients and ask for input on key reports themes, suggestions for questions to be asked on surveys. Consult with wider Irish production team and UK counterparts for ideas to examine in reports. Listing sources that will be used for completion of market size estimates, consumer data used. A key focus at this stage is defining what exactly shall be measured in the report and how this shall be done.
mintel.com43 First things first: Deciding on the report schedule for the year ahead. Client Input is Key Consulting clients: “A TV habits reports would be quite useful. What types of programmes are consumers watching?” -Agency Client “We want to know more about consumer usage of offline and online payment methods.” -Financial Client “We need something that looks at snacking habits. What types of food consumers snack on and how often.” -Food Client Consulting market specialists and trade sources for ideas on growth/ important areas. Some reports are annual, repeated each year. Some requests aren’t feasible. Alignment with other Mintel markets.
44 Example of Key Themes Who are the key retailers operating in the NI and RoI clothing market? – What retailers are excelling in the market? Which types of outlets do consumers prefer to shop with? How is online shopping faring in IoI? – Is there much of a market for clothes shopping online? Are consumers still wary of shopping online? Is the online market taking off? Is the process of returning clothes bought online deterring consumers from shopping online? What behaviour do consumers exhibit when returning clothing? – What are the key motivations for returning clothing? How can online retailers reach out to consumers more? What is the consumer satisfaction with clothes purchased? Are consumers returning the clothes they have bought? What are the key reasons that consumers are returning their clothes for? What impacts how consumers dress? – Are consumers influenced to dress a certain way? Are magazines or in-store models impacting style? Do consumers look to friends or family for fashion advice? The questions that need answered Setting about answering them Determining how they will be answered
mintel.com45 Irish Survey Quotas RoI NI Total 1,350 650 Gender: Male 594 286 Female 756 364 Age group: 18 - 24 176 85 25 - 34 243 117 35 - 44 311 150 45 - 54 284 137 55 - 64 230 111 65+ 108 52 RoI NI Total 1,350 650 Location: Urban 891 429 Rural 459 221 Work status: Employee full time 513 325 Employee part time 257 111 Self-employed 189 59 In full time education 176 46 Retired 216 111 Statistical confidence levels of + or – 2% or 3% can be applied to the data
46 DAILY USAGE OF THE INTERNET, RoI, 2012-16 Internet usage grows year-on-year 2012 2015 2016 % Point change Base: internet users aged 16+ 1,313 1,350 1,350 % % % Up to one hour 8 5 5 -3 1-3 hours 49 43 38 -11 4-6 hours 28 32 35 7 7+ hours 13 19 21 8 I use the internet, but not every day 1 1 1 - Source: Toluna/Mintel
47 Real-time Analytics
48 CONSUMERS WHO OWN, OR HAVE ACCESS TO TECHNOLOGY SERVICES, RoI, SEPTEMBER 2015- AUGUST 2016 Smartphone ownership continues to grow Base: 1,350 RoI internet users aged 16+ Source: Toluna/Mintel 92 90 90 87 88 88 61 61 59 43 39 40 29 27 25 0 0 0 0 20 40 60 80 100 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 % PC/laptop Smartphone Tablet Games console Basic mobile phone None of these*
49 Average monthly data usage, RoI and UK (including NI), 2013-15 Data usage increases by leaps and bounds Source: Ofcom/ComgregMintel
mintel.com50 Mintel has an internal team of desk researchers who monitor: government statistics, consumer and trade association statistics, manufacturer sponsored reports, annual company reports and accounts, press articles, and online databases. These are extracted from 100’s of publications and websites, from both RoI and NI, and overseas. Extensive library of Mintel’s reports produced since 1972 and added to each year by the 500+ reports which are produced annually. Mintel ’s Market Size and Economic Database – a database containing all areas of consumer spend and retail sales as well as macroeconomic and demographic factors which impinge on consumer spending patterns, going back some 20 years. Government sources are also vital to providing statistics and data to help in the production of reports, such as the CSO or Bord Bia. Desk Research – Key to Understanding Markets and Consumers
mintel.com51 Check, Check Again … and Keep on Checking Before Mintel publish anything it must be thoroughly checked in five steps: Formatting First edit QC Proof Sign off Key to eliminating any mistakes, tightening up grammar and spelling and insuring that data is presented in the best possible way; being unbiased, accurate and as up-to-date as possible. Once a report is published, it is available via our website to all clients. A healthy sense of scepticism is important for market research!
52 A little context
53 Work and life pressures continue to squeeze the amount of time each day consumers can relax and eat. Fast food needs to be faster
54 More than ever, time-pressure is effecting how we eat and drink globally of US consumers say they don’t often have the time to prepare/eat healthy meals of UK adults sometimes struggle to find time to eat as healthily as they would like to Base: 1,148 UK internet users aged 16+ who are employed / 24,219 US adults aged 18+/ 1,350 RoI internet users aged 16+ Source: The Working Life - UK - December 2015 / American Lifestyles 2014: Looking Forward - US - April 2014/ Healthy Eating – Ireland, December 2016 of RoI adults claim their busy lifestyle makes it hard to eat healthily.
55 66 69 74 76 82 85 89 94 94 96 105 106 109 114 117 130 135 Eating(Minutesperday) There is a 1 hour and 9 minutes difference between daily mealtimes between Mexico and France A cultural difference in what eating and drinking represents: refuelling and individualistic versus enjoyment and socialising There is a big difference in average eating time around the world Source: Secretariat estimates based on national and multinational time-use surveys (2006 where available) / OECD Eating time on an average day in minutes (2006)
56 of UK consumers say they would cook more if it were less time-consuming Time pressure frustrates scratch cooking intentions Base: 1,340 UK internet users aged 16+ who have/share responsibility for cooking in the home / 1,165 US internet users 18+ who are trying to lose/maintain weight Source: Consumer Attitudes Towards Cooking in the Home - UK - February 2014 / Dieting Trends - US, November 2014/ SuperValu Home Truths Report II - 2015 of US consumers agree that planning and making healthy meals is too time consuming of RoI consumers under-34 claim they don’t cook from scratch out of laziness.
57 The interactivity of media such as social media and virtual reality offers consumers and brands new ways to connect. …CONNECT
58 Statistics CLICK AND CONNECT 58 Introduction: Social networking is becoming a bigger part of consumers’ online experiences 81% of British consumers have used a social network in the last three months Social and Media Networks - UK, May 2016 83% of RoI consumers log on to Facebook regularly Social Networking - Ireland, May 2016
59 Statistics CLICK AND CONNECT 59 ©2016MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel 22% of Brazilian consumers have used social media websites to arrange activities with their friends Brazilian Lifestyles 2015: Living Online - Brazil, April 2015
60 VR offers new ways to explore the world Source: Technology in Irish Tourism – Ireland, July 2016 16% Of Irish consumers would be keen to a virtual reality experience in a travel agent’s shop.
61 Samsung has released a series of interactive virtual reality bedtime stories for kids and parents who are apart. 12 May 2016 - UK Virtual Reality Stories “ ” of UK consumers are interested in using wearable technology for virtual cultural experiences, such as a virtual museum Wearable Technology - UK, December 2015 50%
62 Aided in part by the rise in popularity of geo-location technology, we expect brands to increasingly help consumers decide what to buy, watch, do or eat, based upon pending timeframes from the next 30 minutes to the next 48 hours. Right here, right now
63 Openness to sharing location 29% Of UK Millennials would be happy to share their real time location with brands they like in exchange in order to receive nearby offers. SOURCE: MINTEL DIGITAL ADVERTISING UK MARCH 2016
64 SOURCE: MINTEL VISITOR ATTRACTIONS UK DECEMBER 2015, TECHNOLOGY AND IRISH TOURISM – IRELAND, JULY 2015 Off-peak offers 42% Of UK of consumers would be interested in visiting an historical or cultural attraction off-peak (e.g. weekdays, early mornings) if they got a discount. 16%Of RoI consumers not that deal sites such as Groupon are their first port of call when booking a holiday or short trip.
65 SOURCE: MINTEL THE RESTAURANT DECISION-MAKING PROCESS US JULY 2015, FOODSERVICE – IRELAND, MAY 2014 Off-peak offers 39% Of US diners would be interested in trying a new restaurant if it lowered its prices during off-peak hours (eg 2-4pm). 32%Of RoI consumers select a foodservice outlet for meals because of a price promotion, money-off voucher or discount.
66 Thanks to the simplicity and convenience they offer, people are set to embrace new payment methods such as contactless cards, smartphones and wearables in record numbers. Seamless Spending
67 Autumn 2016: Apple Pay’s one-click payment services made available on any device using the Safari browser. 67 Financial connectivity grows
68 68 Financial connectivity grows Autumn 2016: Vodafone Pay now allows users to make contactless payments from their Paypal account even when the phone is switched off or out of battery
69 69 Financial connectivity grows Fitbit will launch a wearable device with NFC payment capabilities in 2017.
70 SOURCE: VISA EUROPE, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 Digital payments growth 3 billion Contactless payments were recorded by Visa between 1 May 2015 and 30 April 2016. 42% of RoI consumers note they are using contactless payments more in 2016 compared to 2015
71 SOURCE: VISA EUROPE In 2015 Visa Europe claimed that 2 million contactless transactions are carried out in Ireland each month. One contactless transaction every second. Contactless crazy
72 SOURCE: MINTEL CONSUMER PAYMENT PREFERENCES UK OCTOBER 2015, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 Appetite for digital payments 39% Of UK consumers believe that a cashless society is inevitable in the future. 72 51% Of RoI consumers believe that a cashless society is inevitable in the future.
mintel.com73 Thank you for your attention. Any questions?
mintel.com © 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. Mintel may repurpose or distribute any content derived from syndicated Mintel resources, even if originally compiled per customer request, always subject to preserving the confidentiality of the customer. Brian O’Connor Senior Consumer Analyst, Mintel Ireland Tel: 028 90 241849 Fax: 028 90 242597 Email: boconnor@mintel.com Twitter: @mintelnews

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Market research presentation

  • 1.
    © 2015 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel. Mintel may repurpose or distribute any content derived from syndicated Mintel resources, even if originally compiled per customer request, always subject to preserving the confidentiality of the customer. The Basics of Market Research Brian O’Connor – March 2017
  • 2.
    2 Overview of MintelIreland Why do market research? Secondary and Primary research Things to avoid when designing questionnaires Sampling and respondent breakdown How Mintel do it Some recent Mintel findings Summary
  • 3.
  • 4.
    4 Where does Mintelfit in? • Issue: Difficult to resource local sectoral market research reports for Ireland Resource Issue • Solution: Our Mintel research reports will provide you with Irish (ROI & NI) market size, forecasts, innovations and trends data. Mintel Research Reports • Benefit: Ready made material to help support the public with projects, research papers, business plans or preparing for interviews – Ensures the public are up to speed with latest market trends. Provide reliable, unbiased overview of the market place Helping you save time researching – provides quick overview of a market!!
  • 5.
    5 Irish Report HomePage – Layout
  • 6.
    6 2016 Irish ReportTitles Sector Title Food Consumer Snacking Habits Food Fruit & Vegetables Food Bread Food Cheese Food Artisan Food Food Deil and Hot Foods Counters Food Yogurt Food Meat & Meat Substitutes Food Chocolate Confectionary Food Ready Meals Food Healthy Eating Drink Whiskey and Dark Rum Drink Beer Drink Soft Drinks Leisure Hotels Leisure Technology and Irish Tourism Leisure Events Tourism Leisure TV Viewing Habits Leisure The Night Out – Entertaining Out-of-Home Sector Titles Retail Beauty Retailing Retail Automotive Retailing Retail Discounters Retail Mobile and Broadband Providers Retail Clothing Retailing Retail Grocery Retailing - Brand vs. Own-label Finance Savings Finance Mortgages Finance Car Insurance Finance Payment methods – Online vs. Offline Finance Current Accounts Technology Apps and Applications Technology Online & Mobile Retailing Technology Social Networking Special Attitudes to Advertising Special Exercise and Fitness
  • 7.
    7 2017 Irish ReportTitles Sector Title Food Children’s Eating Habits Food Chilled vs. frozen - Consumer Preferences Food Sports Nutrition Food Cheese Food Menu and ingredient insights Food Quick service restaurants & takeaways Food Free-from foods Food Milk & Cream Food Poultry & Poultry Substitutes Food Ice-cream & Desserts Food Artisan Food – Attitudes to Provenance Drink Wine Drink Beer & Cider Drink Soft Drinks Leisure The Night In Leisure Gaming (consoles, mobiles, etc) Leisure Domestic vs. Overseas Tourism Sector Titles Retail Beauty & Personal Care Retail Automotive Retailing Retail Convenience Store Retailing Retail Coffee & sandwich shops Retail Supermarket Retailing Finance Savings & Retirement Planning Finance Current Accounts & Brand Loyalty Finance Personal Loans Finance Mortgages Finance Car Insurance Finance Online & Mobile Banking Special Brexit - One year later Special Healthy Lifestyles (Sugar & smoking focus) Special Pets Technology Online and Mobile Retailing Technology Social Networking Technology Mobile Phones Technology Attitudes to Advertising
  • 8.
    8 Analyst Insights –Across 13 different Sectors
  • 9.
    9 EVERY DAY ATMINTELEveryday at Mintel
  • 10.
    10 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel Why conduct market research?
  • 11.
    11 Why conduct marketresearch? “There is nothing so terrible as activity without insight.” - Johann Wolfgang von Goethe “People who ignore research are as dangerous as generals who ignore decodes of enemy signals” - David Ogilvy “When the customer comes first, the customer will last.” - Robert Half
  • 12.
    12 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel How can we sell to customers if we don’t understand who they are, what they want or why they want it?
  • 13.
    13 Understanding customers isparamount! Who are your customers? What age are they? Gender? Affluence? Martial status? Who do we target our product at? What do they want? What need/ desire will your product/ service fulfil? Why do they need it? How can we adopt our approach to best fit what they need? Where do our customers live? Where is the best place to position ourselves for them to buy? When will the buy? How can we position ourselves to be in the ideal place/ time to target them? Why would customers choose us over our rivals? What features or qualities would make us more desirable? Why do we stand out? What can we do to make ourselves the first choice to customers?
  • 14.
    14 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel Secondary & Primary research
  • 15.
    15 Secondary Research isthe first port of call The first thing you should do is check to see if someone has collected the information you need before hand. Time & Cost effective. Extensive data already exists. Basis of future primary research.
  • 16.
    16 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel Some key sources of secondary research
  • 17.
    17 Some drawbacks ofsecondary research While secondary research is a fine foundation for discovering what direction to take your business in, there are drawbacks Time lag of data. How specific the data is to your needs. Accuracy of data/ potential for bias. Data definitions.
  • 18.
    18 Primary research hasmany advantages After consulting as much secondary are as possible it is then time to consider primary research Specific to your needs. Greater control over the direction of the research. Can be as wide ranging as you need it to be. Your competitors do not have access to the information.
  • 19.
    19 … but alsohas pitfalls While primary research offers greater control and level of specification it does present some issues to SMEs Cost. Time cost. Issues with bias. Inexperience in collecting data.
  • 20.
    20 Types of primaryresearch Observational Postal survey
  • 21.
    21 Types of primaryresearch Telephone Face-to-face
  • 22.
    22 Types of primaryresearch Focus group Online survey
  • 23.
    23 Mintel conduct allconsumer research for Ireland online As of January 2012 all commissioned consumer research for Mintel Ireland reports have been conducted online. Toluna in partnership with other providers provide Mintel with qualitative bulletin board software. This allows the creation of Internet- based, ‘virtual’ venues where participants recruited from Mintel’s online surveys gather and engage in interactive, text- based discussions lead by Mintel.
  • 24.
    24 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel There are a few online survey providers that can be used for free (or cheaply).
  • 25.
    25 Bias is somethingresearchers must ALWAYS be mindful of A person or a company can have bias that can influence the outcomes of research – many times without even knowing it. Confirmation - researcher forms a hypothesis or belief and uses respondents’ information to confirm that belief, filtering out data that might not support their view. Cultural bias - judging another culture solely by the values and standards of one's own culture.
  • 26.
    26 Bias is somethingresearchers must ALWAYS be mindful of A person or a company can have bias that can influence the outcomes of research – many times without even knowing it. Question-order - One question can influence answers to subsequent questions. Leading questions and wording – Wording questions in a way to evoke a certain response – either positively or negatively
  • 27.
    27 Even we sometimescan fall victim to bias…. In a 2011 survey we asked consumers a question using the phrase ‘junk mail’. ‘Junk mail’ is a loaded phrase with negative connotations. ‘Direct mail’ is a more neutral term that does not evoke the same negativity. This is the term used in all subsequent surveys.
  • 28.
    28 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel Some things to avoid when designing a questionnaire
  • 29.
    29 Question wording toavoid misinterpretation or bias “On a scale of 1-10 just how bad do you think the Brexit will be for the Irish economy?” Assumes the respondent feels negatively about the Brexit. Assumes the respondent understands what the Brexit is. “On a scale of 1-10 (1 being very negative, 10 being very positive) how do you feel the UK leaving the European Union will effect the Irish economy?”
  • 30.
    30 Be weary oftime scales “Have you ever had a barbeque?” Respondents could answer ‘yes’ even if they have only ever being to one BBQ and that was 10 years ago. You would want the opinions of someone who had recent experience. Also are we seeking people who have hosted or attended a BBQ? Or Both? “Have you hosted a barbeque in the last 12 months?”
  • 31.
    31 Also in somecircumstances be weary of the time of year you are doing your research “Which of the following types of wine have you bought in the last 3 months? Please select all that apply” -Still red wine -Still white wine -Sparkling wine (eg cava, prosecco, etc) Sales of sparkling wine in the UK increased 500% the Friday before Christmas in 2016, and increased again before Valentines days 2017. Results may vary depending on the survey being conducted in February 2017 and May 2017.
  • 32.
    32 Do not makeassumptions about ownership or usage. Always give respondents a ‘none’ or ‘don’t know’ option “Which of the following types of mortgage do you currently have on your house?” Assumes the respondent has a mortgage, and they may not. Assumes they have a house rather than a flat or other type of living accommodation Ideally a question like this would follow an initial question establishing ownership of a mortgage first. “Q1. Do you or your partner currently have a mortgage on any property? Q2. You have indicated you currently have a mortgage. Please select which type.”
  • 33.
    33 Avoid industry termsor complex acronyms. “Have you bought any ready meals in the last month with the following types of packaging? -Rigid box -Skinpack -Blister Card” The average joe may not understand industry terms. Use simple terms in questions and provide examples when possible (eg familiar brand names, etc). Sometimes it may actually be best (when possible) to present respondents with pictures of products.
  • 34.
    34 Keep question optionsand layouts simple
  • 35.
    35 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel Sampling and demographics
  • 36.
    36 Choosing sample andsize of sample When surveying consumers with a quantitative study, there needs to be a reasonable sample size. It is impossible to interview everyone in a country/ region, so researchers will select a representative sample of the population. Unless specifically required most surveys will use a random sample. For example, if you are seeking only to survey parents, consumers without children will be exempt. The smaller the sample size the less representative it becomes. Mintel samples 2,000 for All-Ireland in its surveys.
  • 37.
    37 Quotas can beused to insure fairness and representation Age & Gender % Social Grade % All Adults 100.0 AB 0.22 All Men 50.9 C1 0.29 All Women 49.1 C2 0.19 16-19 Men 3.9 DE 0.24 16-19 Women 3.7 F 0.06 20-24 Men 4.1 20-24 Women 3.9 25-34 Men 10.8 Region % 25-34 Women 11.7 City of Dublin 28 35-44 Men 11.9 Munster 26 35-44 Women 12.3 Leinster (e xcluding city of Dublin) 24 45-54 Men 8.8 Connacht 16 45-54 Women 8.9 Ulster (excluding Northern Ireland counties) 6 55-64 Men 5.5 55-64 Women 5.6 65+ Men 4.1 65+ Women 4.8
  • 38.
    38 What demographic datado you want to collect? Gender LocationAge Work status Marital status Social class Household income No. of children Internet usage Device ownership
  • 39.
    39 Cross-tabs Collecting demographic dataallows for meaningful interpretation of survey data. Bought for drinking at home (including at someone else's) Bought in pubs/bars/ restaurants etc Have not bought % % % All 38 17 57 Gender: Men 43 18 53 Women 34 17 61 Age group: 18-24 35 19 57 25-34 35 20 59 35-44 30 16 65 45-54 46 16 53 55+ 41 15 56 Base: 650 NI internet users aged 18+ Source: Toluna/Mintel
  • 40.
    40 © 2013 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel Mintel Ireland – Methodology
  • 41.
    41 Structure of aMintel Ireland Report Report Structure Overview Executive Summary Issues and Insights The Market – What you need to know Market Drivers Market Size and Forecast Companies and Innovations – What you need to know Company Analysis Innovations The Consumer – What you need to know The Consumer – Usage The Consumer – Behaviour The Consumer – Attitudes Appendix
  • 42.
    42 Putting Together aBrief Need to outline what shall be covered in a report. Sales Manager / writer contact clients and ask for input on key reports themes, suggestions for questions to be asked on surveys. Consult with wider Irish production team and UK counterparts for ideas to examine in reports. Listing sources that will be used for completion of market size estimates, consumer data used. A key focus at this stage is defining what exactly shall be measured in the report and how this shall be done.
  • 43.
    mintel.com43 First things first:Deciding on the report schedule for the year ahead. Client Input is Key Consulting clients: “A TV habits reports would be quite useful. What types of programmes are consumers watching?” -Agency Client “We want to know more about consumer usage of offline and online payment methods.” -Financial Client “We need something that looks at snacking habits. What types of food consumers snack on and how often.” -Food Client Consulting market specialists and trade sources for ideas on growth/ important areas. Some reports are annual, repeated each year. Some requests aren’t feasible. Alignment with other Mintel markets.
  • 44.
    44 Example of KeyThemes Who are the key retailers operating in the NI and RoI clothing market? – What retailers are excelling in the market? Which types of outlets do consumers prefer to shop with? How is online shopping faring in IoI? – Is there much of a market for clothes shopping online? Are consumers still wary of shopping online? Is the online market taking off? Is the process of returning clothes bought online deterring consumers from shopping online? What behaviour do consumers exhibit when returning clothing? – What are the key motivations for returning clothing? How can online retailers reach out to consumers more? What is the consumer satisfaction with clothes purchased? Are consumers returning the clothes they have bought? What are the key reasons that consumers are returning their clothes for? What impacts how consumers dress? – Are consumers influenced to dress a certain way? Are magazines or in-store models impacting style? Do consumers look to friends or family for fashion advice? The questions that need answered Setting about answering them Determining how they will be answered
  • 45.
    mintel.com45 Irish Survey Quotas RoINI Total 1,350 650 Gender: Male 594 286 Female 756 364 Age group: 18 - 24 176 85 25 - 34 243 117 35 - 44 311 150 45 - 54 284 137 55 - 64 230 111 65+ 108 52 RoI NI Total 1,350 650 Location: Urban 891 429 Rural 459 221 Work status: Employee full time 513 325 Employee part time 257 111 Self-employed 189 59 In full time education 176 46 Retired 216 111 Statistical confidence levels of + or – 2% or 3% can be applied to the data
  • 46.
    46 DAILY USAGE OFTHE INTERNET, RoI, 2012-16 Internet usage grows year-on-year 2012 2015 2016 % Point change Base: internet users aged 16+ 1,313 1,350 1,350 % % % Up to one hour 8 5 5 -3 1-3 hours 49 43 38 -11 4-6 hours 28 32 35 7 7+ hours 13 19 21 8 I use the internet, but not every day 1 1 1 - Source: Toluna/Mintel
  • 47.
  • 48.
    48 CONSUMERS WHO OWN,OR HAVE ACCESS TO TECHNOLOGY SERVICES, RoI, SEPTEMBER 2015- AUGUST 2016 Smartphone ownership continues to grow Base: 1,350 RoI internet users aged 16+ Source: Toluna/Mintel 92 90 90 87 88 88 61 61 59 43 39 40 29 27 25 0 0 0 0 20 40 60 80 100 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 % PC/laptop Smartphone Tablet Games console Basic mobile phone None of these*
  • 49.
    49 Average monthly datausage, RoI and UK (including NI), 2013-15 Data usage increases by leaps and bounds Source: Ofcom/ComgregMintel
  • 50.
    mintel.com50 Mintel has aninternal team of desk researchers who monitor: government statistics, consumer and trade association statistics, manufacturer sponsored reports, annual company reports and accounts, press articles, and online databases. These are extracted from 100’s of publications and websites, from both RoI and NI, and overseas. Extensive library of Mintel’s reports produced since 1972 and added to each year by the 500+ reports which are produced annually. Mintel ’s Market Size and Economic Database – a database containing all areas of consumer spend and retail sales as well as macroeconomic and demographic factors which impinge on consumer spending patterns, going back some 20 years. Government sources are also vital to providing statistics and data to help in the production of reports, such as the CSO or Bord Bia. Desk Research – Key to Understanding Markets and Consumers
  • 51.
    mintel.com51 Check, Check Again… and Keep on Checking Before Mintel publish anything it must be thoroughly checked in five steps: Formatting First edit QC Proof Sign off Key to eliminating any mistakes, tightening up grammar and spelling and insuring that data is presented in the best possible way; being unbiased, accurate and as up-to-date as possible. Once a report is published, it is available via our website to all clients. A healthy sense of scepticism is important for market research!
  • 52.
  • 53.
    53 Work and lifepressures continue to squeeze the amount of time each day consumers can relax and eat. Fast food needs to be faster
  • 54.
    54 More than ever,time-pressure is effecting how we eat and drink globally of US consumers say they don’t often have the time to prepare/eat healthy meals of UK adults sometimes struggle to find time to eat as healthily as they would like to Base: 1,148 UK internet users aged 16+ who are employed / 24,219 US adults aged 18+/ 1,350 RoI internet users aged 16+ Source: The Working Life - UK - December 2015 / American Lifestyles 2014: Looking Forward - US - April 2014/ Healthy Eating – Ireland, December 2016 of RoI adults claim their busy lifestyle makes it hard to eat healthily.
  • 55.
    55 66 69 7476 82 85 89 94 94 96 105 106 109 114 117 130 135 Eating(Minutesperday) There is a 1 hour and 9 minutes difference between daily mealtimes between Mexico and France A cultural difference in what eating and drinking represents: refuelling and individualistic versus enjoyment and socialising There is a big difference in average eating time around the world Source: Secretariat estimates based on national and multinational time-use surveys (2006 where available) / OECD Eating time on an average day in minutes (2006)
  • 56.
    56 of UK consumerssay they would cook more if it were less time-consuming Time pressure frustrates scratch cooking intentions Base: 1,340 UK internet users aged 16+ who have/share responsibility for cooking in the home / 1,165 US internet users 18+ who are trying to lose/maintain weight Source: Consumer Attitudes Towards Cooking in the Home - UK - February 2014 / Dieting Trends - US, November 2014/ SuperValu Home Truths Report II - 2015 of US consumers agree that planning and making healthy meals is too time consuming of RoI consumers under-34 claim they don’t cook from scratch out of laziness.
  • 57.
    57 The interactivity ofmedia such as social media and virtual reality offers consumers and brands new ways to connect. …CONNECT
  • 58.
    58 Statistics CLICK AND CONNECT 58 Introduction:Social networking is becoming a bigger part of consumers’ online experiences 81% of British consumers have used a social network in the last three months Social and Media Networks - UK, May 2016 83% of RoI consumers log on to Facebook regularly Social Networking - Ireland, May 2016
  • 59.
    59 Statistics CLICK AND CONNECT 59 ©2016MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel 22% ofBrazilian consumers have used social media websites to arrange activities with their friends Brazilian Lifestyles 2015: Living Online - Brazil, April 2015
  • 60.
    60 VR offers newways to explore the world Source: Technology in Irish Tourism – Ireland, July 2016 16% Of Irish consumers would be keen to a virtual reality experience in a travel agent’s shop.
  • 61.
    61 Samsung has releaseda series of interactive virtual reality bedtime stories for kids and parents who are apart. 12 May 2016 - UK Virtual Reality Stories “ ” of UK consumers are interested in using wearable technology for virtual cultural experiences, such as a virtual museum Wearable Technology - UK, December 2015 50%
  • 62.
    62 Aided in partby the rise in popularity of geo-location technology, we expect brands to increasingly help consumers decide what to buy, watch, do or eat, based upon pending timeframes from the next 30 minutes to the next 48 hours. Right here, right now
  • 63.
    63 Openness to sharinglocation 29% Of UK Millennials would be happy to share their real time location with brands they like in exchange in order to receive nearby offers. SOURCE: MINTEL DIGITAL ADVERTISING UK MARCH 2016
  • 64.
    64 SOURCE: MINTEL VISITORATTRACTIONS UK DECEMBER 2015, TECHNOLOGY AND IRISH TOURISM – IRELAND, JULY 2015 Off-peak offers 42% Of UK of consumers would be interested in visiting an historical or cultural attraction off-peak (e.g. weekdays, early mornings) if they got a discount. 16%Of RoI consumers not that deal sites such as Groupon are their first port of call when booking a holiday or short trip.
  • 65.
    65 SOURCE: MINTEL THERESTAURANT DECISION-MAKING PROCESS US JULY 2015, FOODSERVICE – IRELAND, MAY 2014 Off-peak offers 39% Of US diners would be interested in trying a new restaurant if it lowered its prices during off-peak hours (eg 2-4pm). 32%Of RoI consumers select a foodservice outlet for meals because of a price promotion, money-off voucher or discount.
  • 66.
    66 Thanks to thesimplicity and convenience they offer, people are set to embrace new payment methods such as contactless cards, smartphones and wearables in record numbers. Seamless Spending
  • 67.
    67 Autumn 2016: ApplePay’s one-click payment services made available on any device using the Safari browser. 67 Financial connectivity grows
  • 68.
    68 68 Financial connectivity grows Autumn2016: Vodafone Pay now allows users to make contactless payments from their Paypal account even when the phone is switched off or out of battery
  • 69.
    69 69 Financial connectivity grows Fitbitwill launch a wearable device with NFC payment capabilities in 2017.
  • 70.
    70 SOURCE: VISA EUROPE,PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 Digital payments growth 3 billion Contactless payments were recorded by Visa between 1 May 2015 and 30 April 2016. 42% of RoI consumers note they are using contactless payments more in 2016 compared to 2015
  • 71.
    71 SOURCE: VISA EUROPE In2015 Visa Europe claimed that 2 million contactless transactions are carried out in Ireland each month. One contactless transaction every second. Contactless crazy
  • 72.
    72 SOURCE: MINTEL CONSUMERPAYMENT PREFERENCES UK OCTOBER 2015, PAYMENT METHODS: ONLINE VS. OFFLINE - IRELAND - JULY 2016 Appetite for digital payments 39% Of UK consumers believe that a cashless society is inevitable in the future. 72 51% Of RoI consumers believe that a cashless society is inevitable in the future.
  • 73.
    mintel.com73 Thank you foryour attention. Any questions?
  • 74.
    mintel.com © 2015 MintelGroup Ltd. All Rights Reserved. Confidential to Mintel. Mintel may repurpose or distribute any content derived from syndicated Mintel resources, even if originally compiled per customer request, always subject to preserving the confidentiality of the customer. Brian O’Connor Senior Consumer Analyst, Mintel Ireland Tel: 028 90 241849 Fax: 028 90 242597 Email: boconnor@mintel.com Twitter: @mintelnews

Editor's Notes

  • #61 Thomas Cook uses VR to let customers experience a 360-degree tour of its Sentido resorts in 2014, Fáilte Ireland launched its VR, 360-degree tour of The Wild Atlantic Way and travel company Contiki offer entirely virtual travel itineraries.
  • #65 Visitor Attractions - UK, December 2015 42% of consumers would be interested in visiting an historical or cultural attraction off-peak (e.g. weekdays, early mornings) if they got a discount. 39% of diners would be interested in trying a new restaurant if it lowered its prices during off-peak hours (eg 2-4pm) The Restaurant Decision-making Process - US, July 2015
  • #66 Visitor Attractions - UK, December 2015 42% of consumers would be interested in visiting an historical or cultural attraction off-peak (e.g. weekdays, early mornings) if they got a discount. 39% of diners would be interested in trying a new restaurant if it lowered its prices during off-peak hours (eg 2-4pm) The Restaurant Decision-making Process - US, July 2015
  • #69 Unlike Android Pay, Vodafone Pay can be used to make payments even when the phone is switched off or out of battery. This is because the system uses NFC technology embedded in the Vodafone SIM card, rather than the handset.
  • #72 Overweight affects 30-70% and obesity affects 10-30% of adults. Source: EU