“Market Research in the Mobile World” Conference Highlights: Conducting Mobile Surveys

In this last issue of my highlights from the conference “Market Research in the Mobile World: Europe 2016” I would like to share key ideas and insights about surveys on a smartphone.

First fast that we should take into our consideration is that a response rate to on-line surveys is just 15-20% (Breaking Blue research).

Second fact is that up to 30% of on line surveys nowadays are answered from a smartphone device (based on FocusVision research).

So, today it’s crucial for our survey to be:

mobile-surveys

Hence, before launching any on-line survey we should always answer the following question: “How much engaging is my survey?”.

One of the possible solutions to increase respondents engagement can be a gamified survey. But please keep in mind a set of important points before rushing into a gamified survey:

watch-outs-of-gamified-surveys

In terms of the entertainment narrative gamified survey can vary from guessable games&quizzes and  movie techniques to a slide survey.

The key strengths of gamified surveys are:

  • Possibility to build a longer survey.
  • A chance to achieve better completion rate especially with very narrow targets.
  • Opportunity to benefit from functionality of mobile phones.
  • Feasibility to be relevant and keep engagement.

However, gamified surveys should be avoided in case of research of B2B and developing markets.

“Market Research in the Mobile World” Conference Highlights: Key Trends in Market Research

Today I would like to share the key highlights on the trends in market research that were discussed in the frames of “Market Research in the Mobile World: Europe 2016” conference in London.

1.Mobile crowdsourcing research is booming: there are more and more business cases where mobile crowdsourcing platforms are used.

The beauty of mobile crowdsourcing research is linked with its high agility – the solution can be used at home (pre-shopping, ethnographies, product reviews), in store (price checks, retail audits, in-store photos, OOS, competitor analysis, mystery shopping) and out of store (typical applications used, ads awareness).

2. Mobile research allows to be closer to the moments of truth: mobile operators can help to build a consumer journey and daily diaries, including commuting patterns, digitality, affluence and lifestage.

Importantly also to keep in mind that consumers use mobile a lot while on traffic.

3. Consumer first approach should be also implemented in surveys: we should ask ourselves “what do our consumers want us to ask them?”.

4. Social Media possessing a lot of information about consumers is still quite close to a holistic analysis. Thus, Antedote study underlines that only 1-20% of posts are geotargeted and 70% of the content refers to dark media (closed content).

5. Internet of Things shows a strong potential for the market research. But there should be considered a fact that device and respondents in general use different types of logic.

6. Modern technologies can allow us to get more in-depth behavioral data that can help to address a high gap between real and claimed data.

Market researchers should continue to look for the ways on how to address the difference between real and claimed data. As, for instance, research shared by Beatgrid Media has shown that real TV exposure is 19% while claimed is 34%.

Another research conducted by Wakoopa has revealed that on average 64% of the respondent’s answers about their mobile behavior is wrong and 65% of the respondents who answered wrong overestimate their usage.

7. Share of experience is more predictive than share of voice. Share of experience can include: “me using/eating/drinking”, “peer observation” and “retailer advertising”.

It’s important to remember that according to research of Mesh Agency “positive experiences have three times the impact of a neutral experience on brand consideration”.

nadia-morozova_mrmw

Top 6 Insights from Panel Discussion about Technology Impact on Market Research

Last September I had a privilege to moderate a fascinating panel discussion on the topic: “A faster, cheaper and easier future for Market Research- or not?” in the frames of the Conference: “Market Research in the Mobile World: Europe 2016”.

In the panel were presented outstanding Market Research professionals: Ank Van Ophoven from Philips Lighting, Frank de Boer from KLM and Jocob Wieland from BBC.

I should admit that it was a great pleasure for me to discuss this topic on the stage of Millenium Mayfair London. Despite the fact that we touched different aspects of the impact of technologies on the Market Research, I still managed to make some key take away notes.

  1. We as market research professionals definitely shouldn’t be threatened by the modern technologies, in fact we can benefit from them a lot!
  2. Market researchers need to develop a set of skills to be able to leverage these technologies – like using data from connected devices and social media. However, it doesn’t mean that we as professionals are required to have an absolutely different profile in terms of the technical skills.
  3. Bringing insights into action is still a core of our job and technologies just bring us an access to a broader spectrum of information that can be leveraged for insights generation.
  4. Modern data is used differently in different industries that is also linked with an access to different type of data. However, there is one thing common- we as professionals should look and benefit from sources of cheap and fast data.
  5. Traditional market research techniques aren’t obsolete but having at our disposal a wider diversity of the data we could get deeper insights. Traditional techniques stay in the industry but while even 5 years ago they were a core for insights generation now they are just one of many.
  6. A core challenge for market research professionals continues to be a combination of various data types to create holistic insights.

nadia-morozova-panel-discussion_1

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Transform your Consumer Empathy with the Use of Mobile

Today I would like to share with you highlights of my presentation which I did in the frames of the last conference “Market Research in the Mobile World: Europe 2016” in London.

I came to the idea to share my experience on the topic of building consumer empathy within the organization as I believe that currently mobile research technologies provide a lot of opportunities for companies. Even for those who don’t have a direct access to mobile data!

During my presentation I’ve shared a case where in close collaboration with one of the European mobile crowdsourcing companies I managed to create a solution with which employees of a company collected different types of pictures about their products & categories and answered a set of fast&easy questions on their mobile phones.

As a result it brought not only several successful business projects but also substantially increased an overall company’s engagement in listening to its consumers.

Even despite a high resistance that I’ve heard initially in the company towards getting more engaged in understanding consumers as we see below:

nadia_morozova_consumer_empathy_sl3

I received an overall felling that consumer empathy is already here:

nadia_morozova_consumer_empathy_sl5

Building on what was already available in the company, I defined what I would like to achieve at the end:

  • Consumer Empathy is a set of mind
  • For the whole Multifunctional and Leadership Team
  • That is institutionalized within the organization
  • And represents the best research ROI.

So, my solution to this case was:

nadia_morozova_consumer_empathy_sl6

However, there are several challenges which I had to overcome to achieve my initial objectives:

nadia_morozova_consumer_empathy_sl7

While overcoming these challenges I built my list of hits & tips that allowed me to achieve development of the projects with strong business results and significantly improve overall company’s involvement in listening and understanding its consumers.

nadia_morozova_consumer_empathy_sl13

Top 6 Insights on Digital

Digital continues to bring to marketers more questions than answers. Here I would like to share a set of holistic insights on Digital that comes from an academic research.

1. Higher effectiveness of consumer generated vs company created content.

“Online community participation enhances loyalty and influences new product adaptation. Communication originating in online communities has more pronounced long-term effects than firm-initiated communication” (Yadav and Pavlou, 2014).

“Customer-initiated communication is significantly more effective than firm-initiated communication for acquiring and retaining customers” (Yadav and Pavlou, 2014).

2. Personalization of the digital content is a core.

“Personalization of e-mail significantly increases perceived interactivity and clicks rates up to 62%” (Yadav and Pavlou, 2014).

3. Lower consumers price sensitivity in eCommerce vs offline stores.

“Buyers at online stores are less price sensitive than those at offline stores” (Yadav and Pavlou, 2014).

4. Building loyalty in Digital is more fruitful than in offline.

“… [there is a] strong evidence of higher brand loyalty for online purchases compared to online” (Danaher, Wilson and Davis, 2003).

“Loyalty-based price promotions are more effective in online versus offline contexts” (Yadav and Pavlou, 2014).

5. Price promotions in Digital don’t lead to strong consumers loyalty.

“Customers acquired with online price promotions make shorter-term commitments, whereas those acquired with informational e-mails or search engine ads lead to longer-term commitments (Yadav and Pavlou, 2014).

6. Social Listening can provide critical consumer insights to companies.

“Reviews, particularly their dispersion across heterogeneous customer groups, are predictive of new product success or failure” (Yadav and Pavlou, 2014).

“Negative word-of-mouth behaviors are motivated primarily by a desire to address a perceived injustice” (Yadav and Pavlou, 2014).

Overall, marketers can benefit from these insights by focusing on: 1) Digital activities that will trigger consumers to generate content; 2) creative ways to build personalized consumer content; 3) creation of strong price mix between on-line and offline trade channels; 4) enhanced loyalty programs specifically created for Digital channel; 5) Social Listening programs for new product launches and product/brand ‘always on’ monitoring.

digital_insights

Source: https:// aimia. worldsecuresystems. com/ BookingRetrieve.aspx?ID=315717

Sources: 1. Danaher, P.J., Wilson, I.W., Davis, R.A. (2003). A Comparison of Online and Offline Consumer Brand Loyalty. Marketing Science, 22 (4), pp. 461-476; 2. Yadav, M.S., Pavlou, P.A. (2014). Marketing in Computer-Mediated Environments: Research Synthesis and New Directions. Journal of Marketing, 78, pp. 20-40.

Building Shopper Perceived Ownership in the Era of eCommerce

The reasons why in the countries with developed trade Super- and Hypermarkets have been strongly outperformed traditional trade with over the counter sells are feasible for marketers now.

One of the core drivers of this shift is related with the success with which modern trade stores have managed to build shoppers perception of the product ownership even before shoppers actually put the product in their basket and pay for it.

With the development of the modern trade stores companies also pay much more attention at the ergonomics of the product packagingtrying to stand out from the shelf so much that shoppers start willing to take this product in hands. One of the best experience that shoppers can get with product packaging in FMCG categories definitely refers to Cosmetic Perfumeries. If you are looking for packaging ideas, welcome to the Perfumeries world! The concept of perceived ownership perfectly works here- after the shopper starts product exploration, he or she is eager to put it in a bag.

But what does happen in that case in eCommerce environment? Do eStores have any chances to drive shoppers perceived ownership?

My investigation both across various scientific papers and available books in consumer behavior shows that eStores do have many opportunities to build shoppers perception of the product ownership.

Thus, for instance, R. Dooley (2012) shows that product squeeze page, that represents “one long page filled with product data, testimonials from satisfied customers, and answers to common objections and so on”, allows to build strong shoppers engagement in the product information (see also http://www.codrutturcanu.com/13-best-squeeze-page-examples/). As a result it builds ownership imagery about the product.

Another driver of the perceived product ownership is linked with different types of augmented reality. Ray Ban represents a strong case on how augmented reality can drive product ownership- in their site a shopper can find a virtual mirror where he or she has a chance to select a type of Ray Ban model, color of glasses and then make a photo of his-/herself via web camera.

Ray_Ban_virtual_mirror

Source: http://www.ray-ban.com/france/virtual-mirror

To sum up, development of eCommerce technologies allows to enhance and diversify solutions that will enable companies to drive consumers perceived ownership. Therefore, I would recommend marketers to continuously develop enhanced eStore content bringing digital novelties like it used to be with augmented reality to build stronger consumer ownership imagery.

Sources: Dooley, R. (2012).Brainfluence: 100 Ways To Persuade And Convince Consumers With Neuromarketing, John Wiley & Sons, New Jersey

What does in Value for Money matter?

One raining evening after a long walk in Oxford I came up to enter a symbolic place- Blackwell’s bookshop where my strong inspiration  by consumer neuroscience led me to buy a book “Brainfluence” by R. Dooley.

One of the core topics in the book that readers find across chapters is linked with the area on which I have had a lot of conversations with my colleagues- how to build the best brand and product value for money.

R. Dooley steps a bit back from this question and highlights that for consumers cost has the same brain association as usual pain does. “Buying pain- the activation of our brain’s pain center when paying for a purchase -increases when the price seems too high“.

Therefore, in order to deal with the associated pain, consumers make both conscious and subconscious evaluations of the cost “fairness”. In order words, perception that the product or service has a good value for money means for consumers that the product cost is fair.

Here I see two crucial points- first, value for money attribution to both conscious and subconscious  evaluations, and second, the importance of value for money for the overall buying pain reduction.

Considering the conscious value for money evaluations, it’s important to remember that “our brains aren’t good at judging in absolute values, but they are always ready to compare values and benefits“.

Hence, from my point of view, the most relevant idea here is anchoring that has been introduced by D. Arley in his book “Predictably Irrational”. Anchoring means that consumers evaluate fairness of the product prices taking into consideration different anchor prices. They might come from products within the category, but also can be other prices with which consumer has recently dealt.

So, if anchor prices are established then offers involving lower prices will be attractive to consumers and be perceived as offers with good value for money.

For subconscious evaluations might be important attributes associated with the overall shopping experience. In case of repeated purchases, consumption experience might also play an important role.

To sum up, there are several recommendations for marketers. In order to enhance the perceived product value for money, it’s important to:

1. Understand and refer to the right product anchors: evaluating the category in terms of the most relevant consumer anchors and/or introducing the most relevant anchors.

2. Make a price a bargain: leveraging sales prices, restating prices to make them look smaller (e.g. monthly rate vs an annual subscription cost), using ‘nice’ price communication (like ‘just’ or ‘small’).

3. Avoid repeated pain points: utilizing product bundles/sets when purchase decision is done only once.

4. Appeal to important needs associated with the product purchase.

5. Create strong shopping and consumption experience: levering the shopper marketing tools and enhancing second moment of truth.

value_for_money

Source: http:// www. pandarix. com/ why- pandarix/

Sources: 1. Ariely, D. (2010). Predictable Irrational: The Hidden Forces That Shape Our Decisions, Harper Perennial, New York; 2. Dooley, R. (2012). Brainfluence: 100 Ways To Persuade And Convince Consumers With Neuromarketing, John Wiley & Sons, New Jersey