GfK DigiTension - Jef Staes, Kathy Sheehan

GFK DIGITENSION
Christine Tresignie

INTEGRATION IS KEY FOR DELIVERING
TRUE RICHNESS
© GfK 2014 | Digitension 5

Our new organisation model :
research skills versus industry expertise
Our industry expertise
Automotive
Consumer Goods
Fashion & Lifecycle
Financial Services
Health
Media & Entertainment
Public Services
Retail
Technology
Travel & Tourism
Client
successes
Digital Market Intelligence
Digital Market Intelligence
Our research expertise
Innovation
Brand and customer
Experience
Audience Insights
Retail Sales Tracking
Shopper experience
Consumer Panel

Connecting the dots

Buying behaviour
(What, where, when)
Internet usage
Mobile usage
Audience
Measurement
Retail sales
Needs, perceptions,
motivations,
experiences
We connect every touch point of the Customer Journey

A fast changing consumer driven digital age
Read
blog
Forum
Watch
video on
mobile
Reviews
Apps

The explosion of digital devices and internet accessibility
have changed the way consumers…
Shop Search Communicate
The hyper-connected world is happening
now and it’s driven by multi device usage
Gather
Engage
information with brands
70%
Source: 2013 Roper Reports® Worldwide – Consumer behavior and attitudes in 31 markets
of people accessing the
internet globally use more
than one device to connect

And consumers expect brands to fit their flexible, always
connected lifestyle
Eat
44%
Commute
42%
What other things
people do while
reading news content
on mobile devices?
NEWS
Source: GfK m-sites product research Australia 2013
Watch
TV
36%
Work
33% Use
laptop
30%
Shop 6%
Cook 8%
Read papers/magazines 9%
Music/
radio
29%
Study 9%
Talk
21%
Use
tablet
18%

With consumer’s fast adoption of social media everything is
more spontaneous, immediate and sometimes out of your control
Over 6 billion hours
of video are watched each month
on YouTube - that's almost an
hour for every person on Earth
Consumers guide each other through
sharing and reviews: 72% of
visitors to a travel review site were
influenced by a review
… Over a billion
people use Facebook to
connect and share the
things they care about More than a million
81% of social
media users regularly
use coupons, vouchers
and deals when
shopping
advertisers use
YouTube as an advertising
platform
Source: Roper Reports® Worldwide – Consumer behavior and attitudes in 25 markets. | GfK Digital Market Intelligence – bespoke research from more than 3,500 UK consumers, February
2013 | Altimeter Group 2013, Sprout social index, Dec 2013 | YouTube press statistics

As a result purchase pathways can be extremely complex
Read blog
Forum
Watch video
on mobile
Reviews
Apps
So understanding the consumer journey has never been
more important

We have integrated these new evolutions in our
R&D and research solutions
Read
blog
Forum
Watch
video on
mobile
Reviews
Apps

BIG DATA, SMART DATA - Highly granular view of mobile users by
integrating network and user centric data
Network Operators GfK
Mobile Internet
Activity
• Devices used
• Time of day + Day of week
• Location
• Sites visited
• Apps used
• Visit duration
Consumer Data
Assets
• Consumer panels
• Geomarketing
• …
GfK Mobile Insights

Exploring the mobile web, and the people who use it….
AUDIENCE
Mobile Audience
Measurement
SITE
Mobile Web
Benchmark
DEVICE
Mobile Device
Insights
Advertising
App-usage Search
Web
browsing
Device
Demographics
Purchases
Where
When
Activity
Subscription

NEW TECHNOLOGY - Measuring emotions with facial coding
INTRODUCING
EMO Scan™
Your face says
a lot about
your emotions
17

EMO Scan Analysis
The three scenes build to a very positive
emotional response...
Music happens
with direct negative
emotional response
1st inattention fault:
the guy switches off the
computer
Brand signature
with specific music and
pack
Consequence:
he feels desperate
Brand signature
with same specific
music
and pack
New story
3d inattention fault:
the guy clicks on the
delete button on his
file
Consequence:
he feels desperate
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Consequence:
he feels desperate
2d inattention fault:
the guy destroys the
money he has just taken
at the cash dispenser
Brand signature
with same specific
music
and pack
© GfK 2014 | DDigigititeennssioionn 18

EMO Scan insights
This humorous ad builds a feeling of trust in the brand
Music
happens
with direct
negative
emotional
response
Interest
Curiosity
Joy
Desire
Trust
Passion
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
© GfK 2014 | DDigigititeennssioionn 19

You are a Sheep!
Organizations in Search of a New Balance
Part of Red Monkey Company ● www.redmonkey.be Where passion reasons © FeNESTRA
@jefstaes
@jefstaes

@jefstaes
It's a story about
learning, change
& innovation.
It's a story
about Switch3D,
Sheep, Smarts,
Red Monkeys,
Culture Innovation
& Brains.
Awakening

@jefstaes
Disclaimer
Any resemblance
with real persons or
organizations is
unintentionally.
I'm not responsible
for any mental discomfort
during or after the session.
Kempen, Belgium

@jefstaes
83 Slides
Fast
40 Minutes

@jefstaes
Let’s start …

@jefstaes
What the f**k is happening?

@jefstaes
A dramatic story in 7 steps …

@jefstaes
Global information wave
Powered by the Internet 1

@jefstaes
6 Paradigm Changing Events
1771 Industrial Revolution
1829 Steam, Railways
1875 Steel, Electricity
Heavy Engineering
1908 Oil, Automobiles,
Mass Production
1971 Information Technology
Telecommunication
New Global Reality
Information ‘becomes’
the 5the element
2013

@jefstaes
What's the impact of the
global information wave?

@jefstaes
2D becomes 3D
Powered by Information 2

Switch3D
2D-Age
“INFO-FUELED”
Organizations
3D-Age
@jefstaes
Power of the market, the world, …
Information Shortage Information Luxury

@jefstaes
Switch3D
The origin of 3D-Species

@jefstaes
Global 3D-Smart Wave
Powered by 3D-Learning 3

@jefstaes
2D-Schools …

@jefstaes
2D-Information Flow

@jefstaes
2D-Talent Limiter

@jefstaes
"Tough Statement"
In 2D-Schools you don't get a degree
based on passion for your talents but
on your ability to study stuff without
passion and talent.
A = Affirmative B = Negative

@jefstaes
Can it get any worse?

@jefstaes
Then we went to work in
2D-Organizations …

2D-Organizations
@jefstaes
2D-Education ● Information Shortage
2D-Low Salary 2D-High Salary
2D-Organograms
2D-Managers
2D-Function Description
2D-Appraisal Talks

very big, global
@jefstaes
Houston, we have a problem!

@jefstaes
“If you put fences around people,
you get sheep ...
William McKnight (former CEO of 3M)
… with a Diploma
and a Function Description.”
Jef Staes (former sheep)

@jefstaes
2D-Work Space

@jefstaes
2D-Sheep Management

@jefstaes
2D-Human Resources Management

@jefstaes
2D-Protest

@jefstaes
2D-Lost Generation

@jefstaes
80%
Not Engaged
“Not Passionate
about Evolution”

@jefstaes
"Tough Statement"
In 2D-Organizations you don't get
work based on your passion and talents
but on your ability to work without
passion and talent.

@jefstaes
What are 3D-Smarts?

TALENTSDIVERSITY-VALUE
PASSIONEVOLUTION-SUFFERING
INFORMATIONFLOW
Real learning only
happens when you
are in the groove with
your talents.
Jef Staes
Learning is ACTIONRESULT-DOPAMINE
a physical process
@jefstaes
3D-Smarts? 3D-COMPETENCES

@jefstaes
What's the impact of the
global 3D-Smart wave?

@jefstaes
Global 3D-Innovation Wave
Powered by 3D-Smarts 4

Bright Creative Entrepreneurship
@jefstaes
Information Innovation
"There are no
secrets anymore"
Creative
Destruction

@jefstaes
Introduction
Ships in trouble ...

@jefstaes

@jefstaes
Chicken

@jefstaes
We face an “Extinction Level Event”
for 2D-Smarts

2D-Age
3D-Age
Rise
3D-Smarts
@jefstaes
The Rise and Fall of My Generation …
Information Shortage Information Luxury
INFO FUELED
Rise
2D-Smarts
Fall
2D-Smarts

@jefstaes
Global SOS

@jefstaes
Organizations in
Search of a New Balance 5

@jefstaes
2D-Organizations
2D-Balance
In search of
a New Balance
3D-Organizations
3D-Balance
Switch3D
Business Innovation
powered by
Culture Innovation

@jefstaes
It's a revolution …
It’s a drama …

3D-Organizations
Threat or opportunity
@jefstaes
Power of the market
Time
3D-Balance
2D-Organizations
2D-Balance
2D-Age 3D-Age

@jefstaes
“Tough Statement"
People who see 3D as a threat
have more power than people who
see 3D as an opportunity.

@jefstaes
We have to face the drama’s ...

@jefstaes
We have to reinvent
Innovation Management

@jefstaes
From Continuous Improvement
to Continuous Innovation 6

2D-Entrepreneurship
2D-Smart Creativity
3D-Entrepreneurship
3D-Smart Creativity
@jefstaes
CONSENSUS
Based Improvement
2D-Information
CONFLICT
Based Innovation
3D-Information

@jefstaes
Learning from the jungle …

@jefstaes
Where is the source of the bio-diversity in a jungle?

@jefstaes
… at the edge (verge)!

@jefstaes
Open Innovation starts at the edge ...

@jefstaes
Result... a red monkey

@jefstaes
Drop the red monkey in the middle ... what happens?

@jefstaes
Red Monkey
Hunters

@jefstaes
Red Monkey® Politics'?

@jefstaes
Red Monkey Politics Organic Evolution

@jefstaes
Organic Evolution
CREATORS
Red Monkey Politics

@jefstaes
Organic Evolution
CREATORS
PIONEERS
Red Monkey Politics
Open Innovation
Crowd Sourcing-Funding-Casting
3D-Management

@jefstaes
Organic Evolution
CREATORS
PIONEERS
Red Monkey Politics
FOLLOWERS Open Innovation
3D-Management

@jefstaes
Organic Evolution
CREATORS
PIONEERS
Red Monkey Politics
FOLLOWERS
SETTLERS
Open Innovation
3D-Management

@jefstaes
Innovation is a battle field ...

@jefstaes
Innovation = Networking

@jefstaes
Who are the best networkers?

@jefstaes
Innovation is the result
of a red monkey that
has survived a conflict.

@jefstaes
Recipe for
successful innovation in 3D?

@jefstaes
Red Monkey
Innovation Management 7

@jefstaes
Believers only

@jefstaes
We need Organic Evolution

@jefstaes
Organic
Evolution
CREATORS
PIONEERS
FOLLOWERS
SETTLERS
MISSIONING

@jefstaes
The most important word?

@jefstaes
3D-RESPECT !!!

@jefstaes
Our Consensus Model
has to change into a
“Respectful” Conflict Model

@jefstaes
The second
most important sticker?

@jefstaes
0032 472 61 71 51

GETTING TO ME
A sharp narrowing of consumers’ focus creates
opportunities and challenges for global business
DigiTension – Unpacking the Digital Consumer
September 23, 2014 | Lamot Mechelen
Kathy Sheehan | kathy.sheehan@gfk.com
© GfK 2014| GfK DigiTension | September 23, 2014 109

“A trend is a genuine,
longer-term shift in attitudes or
behaviours with the potential of
becoming a major influencer on
the future of a market.”
--- GfK Consumer Trends
the future of a market.”
GfK Consumer Trends

2014| A new world of hyper-personalization

2014 | A world of worry about personal future
In contrast to the protests of 1968, today’s University of Paris students,
“worried about finding jobs and losing state benefits, are demanding that
nothing change at all.” “We march now to reject all reforms,” one student
says. “We see no alternatives. We’re a generation without bearings.”
– The New York Times
“A Proud Nation Ponders How to Halt Its Slow Decline,” NYT, 25 Aug 2013
http://www.nytimes.com/2013/08/25/world/europe/a-proud-nation-ponders-how-to-halt-its-slow-decline.html?pagewanted=all&_r=0

Expenditures become extensions of experience
“Living in an age when most things are both digital and disposable
creates an even more intense longing for physical objects that
speak to you and will remain in your life.”
“The Value of Things,” Deborah Needleman, editor in chief, T: The New York Times Style Magazine, 25 Aug 2013
http://tmagazine.blogs.nytimes.com/2013/08/23/editors-letter/

A world that seems increasingly against me
Riots in Sweden
Protests in Turkey
Political & economic
turmoil in Middle East
New questions about
strength of China’s
long-bullish economy
Nothing is secret.
Nothing is private.
Protests in Brazil

Getting to Me | A Narrowing Focus

Breaking away from the crowd
-2.4 hours: People are spending fewer hours per week
socializing with friends around town (6.7 hours on average
-5 points: Fewer people are entertaining at home at least
monthly (53% globally vs. 58% in 2009)
Roper Reports Worldwide 2013 (mixed-mode trend, core 25 countries) B1, B2
globally versus 9.1 hours in 2009)

A growing focus on intimacy
“Enduring love: enjoying a deep emotional and spiritual
intimacy” is an increasingly important Personal Value
Roper Reports Worldwide 2013 (mixed-mode trend, core 25 countries) C1
+6 ranks from 2008
#12 among 54 Personal Values

A new social calculus
Asset: In this crazy, stressful world,
you have to focus on the things that
keep you on track and happy
Liability: Too much time is wasted on
things that aren’t important – who
really needs 900 “friends”?

Personal fulfillment is a rising priority
+6
Excitement
“Having stimulating
experiences”
Globally +6 ranks from
2008 to #33 today
(High correlation with Being
Youthful, Individuality, Adventure,
Varied Life)
Roper Reports Worldwide 2013 (short trend, core 25 markets) C1/C2,
+7
Individuality
“Being different from
others”
+7 to #38
(High correlation with
Excitement, Adventure, Being
Youthful, Varied Life)
+8
Curiosity
“Wanting to explore
and learn about new
things”
+8 to #21
(High correlation with
Knowledge, Fulfilling Work,
Learning, Adventure)

Others are a declining priority
-5
-8
-4
Social
stability
“Seeking stability
of society”
Globally -8 to
#29
Helpfulness
“Making the
effort to assist
others”
-5 to #30
Friendship
“Having close,
supportive
friends”
-4 to #8
-11
Respecting
Ancestors
“Seeking
stability of
society”
Globally -11
ranks from
2008 to #28
today
Roper Reports Worldwide 2013, (short trend, core 25 markets) C1/C2

The drive will be toward accelerated intimacy
“My first drafts of Super Sad had a technology called ‘The Eye,’ which was basically [a smart phone]
in a contact lens. My editor suggested it was a little much, and it certainly was in 2008, at a time
when even the first iterations of the iPhone seemed like they were beamed back to our world from
some glorious future civilization in Cupertino. By 2013, having a miniature screen above my right
eye tell me about ‘Ashton Kutcher’s new job’ feels about right.”
– Gary Shteyngart (above), novelist, early user of Google Glass
Artists’ projections of the designs for much-rumored Samsung and Apple smart watches
Gary Shteyngart, “OK Glass,” The New Yorker, 5 August 2013

See The Future - Innovation Opportunity Area #1 | Bio-design
Customization evolves beyond
choice, features and options as
innovators focus on the end-user’s
own identity (“biologic big
data”) as the starting point for
creating hyper-customized
solutions.

Three vectors exploring increasingly complex bio-data
Measure Me
Sense Me
Be Me
Cortex
3D printing of customized exo-casts
Toyota developing mood-sensing
tech
Sensors read 238 separate points all
over the driver’s face, and correct for
driver’s emotional state.
DNA-based skin care program
Dr. Scholl’s
“Footmapping” creates “heat map” of
plantar pressure points.
Syngera
POS visual facial recognition
tech customizes
offers/discounts based on facial
expressions.
Tissue regeneration
Allows for custom
reconstruction of body parts
TBWA/Istanbul
Recruiters analyze
intern’s brain waves to
find most passionate
applicants
Glybera – 2012
First gene therapy treatment
approved by European
Commission

Alzheimers Ecuador Making it personal
124

See The Future - Innovation Opportunity Area #2 | Anticipated
Lifestyle
Multi-tasking lifestyles and growing
comfort with automation drive
consumers to seek out solutions that
anticipate, plan and execute
increasingly complex decision-making
tasks using a variety of
personal, social, and behavioral
inputs.

Consumers increasingly “doing more”
% globally who engaged in activity weekly or more often
62
42
2008 2013
30 30
21 23
70
51
Roper Reports Worldwide 2008 and 2013, (short trend, core 25 markets), QB2
19 19
14 16

Attention spans are decreasing
30% of global consumers agree
“If a new technology product is not simple to use, I lose interest in it”
(+2 pts from 2010)
1 in 4 people abandon a web page that takes more than four
seconds to load
50% of mobile phone users abandon a page if it doesn’t
load in 10 seconds
8 million reduction of searches on Google when
slowing the results by just 4/10th of a second
28% Proportion of words are read on an average
web page (593 words)
2.7 minutes is the average length of single Internet video watched
Roper Reports Worldwide 2013 (mixed-mode trend, core 25 markets, age 15+) O2, : http://www.statisticbrain.com/attention-span-statistics/, Associated
Press, http://www.onlinegraduateprograms.com/instant-america/,*2009 data

Consumers Expect Real-time
Information & Brand Experiences
Google Glass observes
and records the world
of consumers expect to be able
to access content regardless of
the device or platform
77%
42%
agree “To me, it is important
to always be reachable
wherever I am”*
27%
agree “I really need the
shops & services I use to
be available at all times”*
7½ minutes could save you on car insurance
“15 minutes for a
quote is out of touch.”
Roper Reports US Spring 2014, Q38 (top-2 box) * Roper Reports Worldwide 2013, QJ1,O2 (US filter, 15+, top-2 box on 7-point scale)

Super Connected Consumers who
Manage the real-time world are Emerging
of global consumers are Super Connected Consumers
17%
These active social media users are:
Always on the lookout
for new products / services
Look for novelty /
fun even in
everyday items
Spends lots of time
researching brands before
making major purchases
Technology empowers
them to do this
Roper Reports Worldwide 2013 (mixed mode, core 25 countries), O4, O9
Greater propensity to
switch if dissatisfied with
product / service
More likely to have switched
from name brands to less
expensive alternatives
More likely to used
money-saving strategies
to get the best deal
True in developing as
well as developed
markets

Americans continue showing a greater openness and desire
towards automation
A car that drives for
you when you don’t
feel like driving
Robots that do
household tasks like
cleaning & cooking
Refrigerators that re-order
2000 2012
49% 32%
46% 35%
31% 24%
Roper Reports US 2012 Fall Core Q10, 11 (online); RRUS 2000-1 Q92, 93 (in-person);
groceries for you

Time saving solutions are the most critical
What is innovation to you?
Easier way of doing something (78%)
Faster way of doing something (72%)
Something I didn’t know I needed (44%)
Something that my friends will notice (29%)
Roper Reports US 2013 February (Telecell) Q4

Devices get smarter and more interconnected as we move toward
the ‘Internet of Things’
Roomba
Computer-controlled sensors find open parking spaces based on
their estimation of the proximity of other vehicles. Once an open
space is detected, it directs the vehicle's steering wheel to
parallel park the car. The driver controls the speed of the car via
the gas and brake pedals; the maneuvering of the vehicle into the
parking space is done by the car itself
http://online.wsj.com/article/SB10001424052748703734504575125883649914708.html
The “Internet of Things”
NEST: Most people leave the house at one temperature and forget to change
it. So Nest learns your schedule, programs itself and can be controlled from
your phone. Teach it well and Nest can lower your heating and cooling bills up
to 20%.
Automation
Coordination
http://nest.com/living-with-nest/
Anticipation

Anticipated Actions | Nissan Paint

Email kathy.sheehan@gfk.com
M +1 212 464 7972
blog.gfk.com
Mobile
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GfK DigiTension - Jef Staes, Kathy Sheehan

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