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Similar to Will Goodhand & Richard Davies
Similar to Will Goodhand & Richard Davies (20)
Will Goodhand & Richard Davies
- 2. #agileinsights
© TNS 2015
In a changing world agility is a pre-requisite for
marketers
More empowered
consumers, in
an instantaneous,
always on world
Increased
pressure
on margins
More complexity,
more competition,
lower barriers
to entry
3
- 4. #agileinsights
© TNS 2015
And this challenge is all the more acute in the auto
industry
4
In design
In sales channels
In launch strategies/comms
In business models
- 5. #agileinsights
© TNS 2015
There is a vital role for researchers – but we must be
much more agile
Faster
answers
Finding growth in
specific moments
of opportunity
Predictive
measures
5
- 7. #agileinsights
© TNS 2015
There seems to be too
much of a retrospective
focus, and by the time
we get the data it seems
to be too late to act
We’ve had a go at using
Social Media as an added
diagnostic to our tracker
but there’s no relation
between datasets
We’ve forgotten why we
ask many questions,
someone once insisted
on adding them
As an industry
how agile are
we currently?
7
- 9. #agileinsights
© TNS 2015
Surveys: Response rates are declining fast
10
5.0 5.0 5.0 5.05.0 5.0 5.0 5.0
Total respondents
18-34 year olds
19.8
12.8
9.1
7.0
10.4
5.6
3.4
2.5
2012 2013 2014 2015
- 11. #agileinsights
© TNS 2015
Surveys: We must design for mobile
50% of panellists sign up
by mobile/tablet
87% of connected devices
will be smartphones or tablets
by 2017
If not optimised they drop out
12
- 18. #agileinsights
© TNS 2015
An approach validated across time, categories
and markets
Survey
Social
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Automotive
Brand
2012 2013
4.0
6.0
8.0
10.0
12.0
Brand health
27
- 19. #agileinsights
© TNS 2015
Meaning we can leverage the predictive capability
of social to enable agile decision-making
Week…
1 2 3 4 5 6 7 8 9 10 11 1242
Modelled data from
engaged ‘leading
indicator’ group
indicates your brand
health will be “10”
in 3 weeks
2 3 4
Survey responses
amongst mass
market to measure
your brand health
6
The results of your
survey based tracker
tell you your brand
health was “10”
three weeks ago
9
28
- 20. #agileinsights
© TNS 2015
Providing us with a new model:
Faster, better decisions – and an overall more agile model
Slimmer survey
Predictive always-on equity
measures from social
In-the-moment equity
Deep dives to explore
issues as they arise
29
- 24. #agileinsights
© TNS 2015
By using TER we can capture the situational dynamic
to enable OEM’s to improve their chance of success
In the moment feedback
as prospective buyers make
evaluations
Focus groups with both
buyers and those who have just
purchased
3
- 25. #agileinsights
© TNS 2015 3
A short weekly diary completed as
prospective buyers were “shopping”
Buyers surveyed for up to 16 weeks
Models being considered established
each week
Touchpoint exposure
- 26. #agileinsights
© TNS 2015 3
Separate groups of:
recent purchasers and “still in
shop” buyers
each of the different buyer types
The Highs and lows of the process
Ways to improve the process
- 29. #agileinsights
© TNS 2015
Buyers are different!
The survey produced a new
segmentation of the market based
on buyer needs, behaviour and
motivations
Different strategies are required
for each
This will be used by our client in
future comms activity and surveys
3
- 30. #agileinsights
© TNS 2015
Brand choice is more complex – there are lots
of chances to win - or lose!
Winning the sales battle isn’t easy
And looking at it in the old way just
isn’t right
How long do people take
How many models are considered
When and why are they rejected
What about a second chance –
or a third…
3
- 31. #agileinsights
© TNS 2015
Touchpoints don’t always work as expected – and
which are the ones that are really used
We need to revisit what we expect
from the different touchpoints
It’s often not as we think
When are they used
And what impact do they have to
drive the purchase decision
3
- 32. #agileinsights
© TNS 2015 32
“We found the programme was really valuable.
It’s given us real understanding of the new car
buyer in the digital era and the segmentation is
something we will be able to use on an ongoing
basis in our brand and comms activity”
- 33. #agileinsights
© TNS 2015
Next steps - mastering further technologies as part
of the insight toolbox
Locational IoT/Connected
Car data
Telematics
3
- 34. #agileinsights
© TNS 2015
Providing us with an even better model:
Slimmer survey
Predictive always-on equity
measures from social
In-the-moment equity
Deep dives to explore
issues as they arise
29
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