Future of Research Richard Ingleton TNS

1. Future of Research © TNS 2015 Future of Research A 21st Century Romance

2. Future of Research © TNS 2015 A 21st century romance… The connected consumer ‘Connected’ research 3

3. Future of Research © TNS 2015 2 Social 3 Data mixing The 3 ‘technologies’ driving the future of research 1 Mobile 15

4. Future of Research © TNS 2015 Accuracy Granularity Prediction Speed Data & Marketing Integration ROI Providing 6 key benefits that make research relevant in a connected world 16

5. Future of Research © TNS 2015 1 Accuracy

6. Future of Research © TNS 2015 Accuracy: mobile gets us much closer ‘to the moment’ providing greater accuracy 1 17.6 10.6 14.0 2 7.1 9.1 9.2 3 34.6 30.0 45.9 4 3.8 24.2 0.1 5 1.7 2.5 2.1 6 7.0 9.5 10.7 7 1.2 2.8 0.9 8 1.6 2.4 1.3 9 0.7 1.8 0.5 10 24.7 7.1 15.4 Total 100 100 100 Industry share Traditional survey Mobile diary Brands What used in the past <time>? How much/how often/etc.? ‘In the moment’ record Traditional Survey 0.49 Mobile Survey 0.88 R2 18

7. Future of Research © TNS 2015 Accuracy: And when we get closer to the moment, we can understand decision making much better In reality few count at moment of purchase Brand most important “in the moment” of purchase Number of influences on purchase decision Consumers make decisions quickly 3.8influences mentioned per respondent 1.4influences mentioned per purchase The price Special offer Well-known brand Drinks menu Brand not available Friends Try something new Complement food Match the occasion Drinks display After the event Recruitment survey In the moment mobile diary Special offers, despite being a major tactical lever, are not cutting through. 0 20 40 60 19

8. Future of Research © TNS 2015 Accuracy: whilst social actually gives us a far more accurate and differentiated view on a brand’s positioning 0 0,1 0,2 0,3 0,4 0,5 0,6 Survey attribute Social proxy Brand 1 Brand 2 Correlation with changes in equity 20

9. Future of Research © TNS 2015 2 Granularity

10. Future of Research © TNS 2015 Granularity: getting closer to the moment helps us understand each potential selling ‘occasion’ with a far greater degree of granularity 22

11. Future of Research © TNS 2015 Granularity: and the context around occasions, as expressed in social, helps us understand these much better 23

12. Future of Research © TNS 2015 Granularity: whilst social lets us explode each occasion even further and identify consumer generated solutions A mobile diary identifies a targetable moment Sunday afternoon boredom N=150 cases One Sunday afternoon of twitter data identifies many types of boredom across 28,000 tweets and discusses how to solve it Movies Reading Drawing Snapchat Homework Selfies 24

13. Future of Research © TNS 2015 3 Prediction

14. Future of Research © TNS 2015 1,7 1,8 1,9 2,0 2,1 2,2 2,3 2,4 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2012 2013 4,0 5,0 6,0 7,0 8,0 9,0 10,0 11,0 12,0 13,0 Actual Predicted Prediction: with the sheer volume of real-time data available, we can now create synthetic measures to model equity and sales Automotive Brand CPG – Short Purchas e Cycle Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct 2012 2013 26

15. Future of Research © TNS 2015 Prediction: and is typically predictive 2-4 weeks ahead of equity movements Lead time to get the jump on competition 1 2 3 4 5 6 7 8 9 10 11 12 10 10 42 Modelled data from engaged ‘leading indicator’ group indicates your brand health will be “10” in X weeks. 2 3 4 Survey responses amongst mass market measure your brand health to be “10”. 6 The results of your survey based tracker tell you your brand health was “10” three weeks ago. 9 27

16. Future of Research © TNS 2015 4 Speed

17. Future of Research © TNS 2015 Speed: mobile drives brevity in survey design enabling automated solutions week 1 week 2 week 3 week 4 24 hours 4 weeks Definition Scripting and field Data processing Modelling DeliverablesTraditional concept testing Mobile concept testing 29

18. Future of Research © TNS 2015 Speed: with results in real-time, shifting the way we can manage our brands Business gets real-time reports which highlight any unexpected changes Consumer tells us each day what they eat/buy/see Hello, you there? There’s a large uplift in buzz around Apple today 30

20. Future of Research © TNS 2015 Media audience Sales ROI: data integration enables 1-to-1 targeting and measurement Survey seed Buy more Buy the same Buy less 38

22. Future of Research © TNS 2015 Go to store Consumer journeys can differ dramatically based on user profile Buy offline MilestoneOnline touchpoint Offline touchpoint UK Low digital Total no. of touchpoints used: 3 Visit a store to narrow down selection Post-purchaseDiscovering PlanningWho Deciding 25-34 year old buying baby care UK High digital Total no. of touchpoints used: 7 Buy online Went to brand website to check product features and prices Read expert reviews online to compare brands and narrow down selection $ Spoke to friends and family Found info in a brochure to get ideas and find out about brands 25-34 year old buying baby care Search for information in store to make a faster decision Spoke to friends / family to check find about good deals $ Searched for information in store Spoke to store staff to compare brands and make faster decision Found special offer, made final decision Went to brand website Wrote about the product on a social network Used a search engine and wrote about the product on a review site Check prices to make final decision Spoke to friends and family G1. Steps taken pre-purchase | G2. Touchpoints | G3. Needs met by touchpoints | G5. Post-purchase touchpoints Base: UK (2) 20

23. Future of Research © TNS 2015 We can then build specific journey profiles for each customer that can be used for customer engagement Pre-storeOccasion In store 56% Relaxing at home 27% With food at home 10% Leisure out of home Brand decisions made pre-store Brand decisions made in-store 73 Touchpoint interaction Mission Brands bought 29 46 21 Actively research the category Saw some advertising Did not research the category or see advertising 27 57 23 8 4 Weekly shop Fill in Meal Specific trip 43 21 15 8 Brand X Competitor Competitor Competitor Bought on… 59 41 Full price Promotion Gotostore Purchase Shopper journey - Grocery % 23

24. Integrated thinking

25. Future of Research © TNS 2015 How does this all come together? Our vision is for a more flexible, iterative research architecture Predictive spine Social and search Slimmer survey Shorter, smarter surveys Modular deep dives touchpoint evaluation, Qual etc. Situational Equity Occasions 40

Future of Research Richard Ingleton TNS

Future of Research Richard Ingleton TNS

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Future of Research Richard Ingleton TNS