The world is truly getting smaller while data are getting more abundant. The scale of economic clout is tipping towards developing markets. How do marketers evaluate consumer data and make the right marketing decisions when the means of reaching customers is different and constantly changing?

1. Understanding ‘Global’ Consumer Behavior
New Rules for Success

2. About Us
Ipsos is 3rd largest research company in the world
Vantis is a division specializing in connecting research results to financial
impact across a variety of industry verticals
– Mostly innovation focused
– 25+ year history of model development
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3. Topics
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4. Stating the obvious
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5. ….And the (very) slightly less obvious
Going into 2011, among Western CEOs…
More than 80% felt they could grow abroad
Fewer than 50% felt they could grow at home
Abroad Home
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6. What is changing in research?
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7. Means of reaching consumers is different… and changing fast
‘90s ‘00s Today
+
+
‘00s methods are combined with today’s
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8. Social media is re-shaping consumer access
Population is ranked 3rd in the world.
1. China 1,336,450,000 6. Brazil 192,651,000
2. India 1,178,436,000 7. Pakistan 169,010,500
3. Facebook 845,000,000 8. Bangladesh 162,221,000
4. United States 308,898,000 9. Nigeria 154,729,000
5. Indonesia 231,369,500 10. Russia 141,927,297
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9. Polling Question
Compared with 12 months ago, how much more social media driven data
are you using?
– A lot more
– A little bit more
– About the same
– Less
– We don’t analyze social media data
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10. And, once you reach consumers…
The way they answer questions is different
Fortunately in a somewhat systematic way…
– By education
– By cultural disposition
– By how and in what ‘medium’ questions are asked
Example of Raw Survey Score Interpretation From Around the World
Definitely Would …
Probably Would …
Might or Might Not …
Probably Would Not …
Definitely Would Not …
... Buy
10% 12% 11% 8% Year End Penetration
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11. Modality and Venue matter. Example:
Online Intercept Pre- Pre- POP
Panel recruit recruit
IDI Group
Middle of Beginning
a Survey of a Survey
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12. Polling Question
In the past year, have you had to think through how to reconcile data from
different sources (different countries, different data collection methods)?
– Yes
– No
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13. Statistics are getting harder to apply to consumer data as
an ‘arbiter of truth’
Do not call
regulation and
time-shifting
Increasing reliance on
social gathering places
vs. controlled sampling
Over-abundance
of on-line survey
‘pop ups’
Nuance in data Interpretation
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14. The dynamics of adoption have changed
It is a period where the evolution of social
interaction is rapidly outpacing the evolution of
social science…moreso than historically
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15. … which may explain this…
Top Two Box %
16% 21% 18% 34% 26% 28% 21% 19% 33%
8%
Purchase Intent
12%
8%
9%
6% 4%
5% 6%
3%
26%
20% 21%
15% 17% 17%
13% 13% 13%
Nokia Amazon Apple HP Apple Palm LG Apple Dell
Booklet Kindle TV Mini iPhone Pre Chocolate iPad Inspiron
3G 2 3Gs 11z
Definitely Would Buy
Probably Would Buy
Failed Succeeded
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16. So what does all this mean?
mar·ket·ing re·search: noun mär-kə-tiŋ rē-sərch
The process of gathering, analyzing and interpreting
information about a market, about a product or service to
be offered for sale in that market, and about the past,
present and potential customers for the product or service
…but, now, in a smaller world with more access challenges,
rapidly proliferating data sources, and disparate data biases
…’Truth’ is getting harder to come by via data analysis – and
marketing research data are hard to understand
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17. Bottom Line….
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18. The New Rules – 7 of Them
(maybe not all 7 for today…
the sky is not falling….
but rules for ‘soon’…)

19. 1) Developing Market Best Practices Are Global Best Practice
vs
GREATER GLOBAL MORE FOUNDATIONAL
CONNECTION RESEARCH
RELATIVELY MORE IN PERSON
METHODOLOGIES AND DOING
‘MORE WITH LESS’
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20. 2) The >20 Minute Online Survey Is Untenable, Globally
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21. 3) Journalism Skills Must Be Embraced By Market Intelligence
1) Opportunism: ‘scooping’ the
competition (and getting
engaged eyeballs!!)
2) The principles of the
discipline
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22. Getting the Scoop
Because there is significantly more social interaction, there are more
useful scoops (consumer insights) to be found at any moment…
But it requires more might than is typically exerted in marketing intel:
Journalism Textbook:
Getting scoops requires a great deal of effort,
and a very large support team. Many papers
station journalists all over the world in the
hopes of getting scoops on unexpected major
stories, and they supplement these journalists
with stringers who sell content to the highest
bidder. Having foreign correspondents in place
is a crucial part of running a successful major
paper, and many news outlets dedicate a large
chunk of their budget to maintaining such
correspondents, along with their contacts.
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23. Principles of Journalism
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover
5. It Must Serve As An Independent Monitor Of Power
6. It Must Provide A Forum For Public Criticism And Compromise
7. It Must Strive To Make The Significant Interesting And Relevant
8. It Must Keep The News Comprehensive And Proportional
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Pew Research Center Project for Excellence in Journalism 23

24. Principles of Journalism
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover
5. It Must Serve As An Independent Monitor Of Power
6. It Must Provide A Forum For Public Criticism And Compromise
7. It Must Strive To Make The Significant Interesting And Relevant
8. It Must Keep The News Comprehensive And Proportional
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Pew Research Center Project for Excellence in Journalism 24

25. Principles of Journalism
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover
5. It Must Serve As An Independent Monitor Of Power
6. It Must Provide A Forum For Public Criticism And Compromise
7. It Must Strive To Make The Significant Interesting And Relevant
8. It Must Keep The News Comprehensive And Proportional
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Pew Research Center Project for Excellence in Journalism 25

26. Principles of Journalism
1. Journalism's First Obligation Is To The Truth
2. Its First Loyalty Is To Citizens
3. Its Essence Is A Discipline Of Verification
4. Its Practitioners Must Maintain An Independence From Those They Cover
5. It Must Serve As An Independent Monitor Of Power
6. It Must Provide A Forum For Public Criticism And Compromise
7. It Must Strive To Make The Significant Interesting And Relevant
8. It Must Keep The News Comprehensive And Proportional
9. Its Practitioners Must Be Allowed To Exercise Their Personal Conscience
Pew Research Center Project for Excellence in Journalism 26

27. 4) A Key Research Function Is Making ‘Decoder Rings’
DIFFERENT COUNTRIES
DISPARATE DATA SOURCES
Because all data are biased, a
precondition to uncovering
insights is fixing biases.
DISPARATE BIASES
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28. 4) A Key Research Function Is Making ‘Decoder Rings’
BENCHMARKS
VALIDATION
MODELED (vs Stated) DATA
PARALLEL TESTS
DELPHI ANALYSIS
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29. 5) We Have to Convey Insight in Universally Understood Terms
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30. Example Archetypes
Top Winner
performer Under-priced
archetypes Good concept
Breakthrough Over-priced Niche/targeted Potential future hit
Middle
Me too Average Atypical Skeptical
? performer
archetypes
For Want
Value Branding
Too premium
Commodity
Value resistant
Unconvincing
Unbelievable
Caught in middle
Poor
performer Dog
archetypes
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31. 6) We Have to Report Conclusions, Not Analysis and ‘Proof’
Demographics
Male
Total
(161)
49
Target
(48)
60
Index
122
$100M+ Opportunity
Gender (% )
Female 51 40 78
18-24 21 25 119
25-34 30 30 100
35-44 20 21 105
Age (% )
45-54
55+
17
12
21
3
124
25
Type A
Mean Age 36.7 35 95
Male 18 - 34 22 35 159
Gender / Age Male 35+ 27 25 93
Quads (% ) Female 18 - 34 30 19 63
Female 35+ 21 21 100
Caucasian 63 46 73
Hispanic 14 23 164
Ethnicity (% ) African-American 14 15 107
Asian 6 10 167
Other 3 6 200
Married 51 44 86
Marital
Single/Wid/Div 49 56 114
Status (% )
Age 5 and under 25 28 112
Children at home Age 6 to 12 21 28 133
(% ) Age 13-17 14 28 200
HH Size (mean) 2.7 3.2 119
Total household
Yearly mean ($000) 54.3 48.5 89
income
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32. 7) Looks Matter
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33. Implications for Research

34. A little more like journalism…
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35. A positioning direction…
Deliberate Rushed
Authoritative Titillating
Scientific Intuitive
Left Brain Right Brain
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36. Thank You
Jason Brown
jason.brown@ipsos.com
212 584 9248