How well do you understand your shoppers?

“Private & Confidential @ 2013 StarHub Ltd – All Rights Reserved”

  • The evolution of marketing insights• Going beyond the traditional ways of

doing research to understand shoppers

Life used to be simpler

• We can explain purchase decisions and test ad effectiveness via long questionnaires, complex models and focus groups

• We can predict what customers want and what ads they like by asking them directly what they want and like

• We have fat budgets

• We take pride in respondent anonymity, representativeness, long turn around time, long questionnaires, big samples complex modelling and thick reports

Life used to be simpler

• Market Research is the answer

Seismic changes in Marketing Insights World

• Research ROI is questioned

New Clients

• Pragmatic, fast, cost effective and good-enough insights are more important than statistically sound and late survey results

• Suddenly, users and ad agencies themselves are using DIY tools like SurveyMonkey and conducting their own on-ground interviews

• Attention span has waned

Seismic changes in Marketing Insights World

New Respondents

• Patience has plunged as people are multi-tasking and doing things during micro-time on the go

• People are increasingly preferring to communicate via machines and not face-to-face

• Traditional respondents are becoming extinct

Seismic changes in Marketing Insights World

• We are living in a world where information is no longer rare, but are readily available in real time

New Social Media• MR budgets are competing with

efficient social/digital M&P budgets

• Wisdom of the crowd turns out to be better than selected respondents

Seismic changes in Marketing Insights World

New Social Media

• We are living in a long tail world

• We are not living in a world where minority sentiments are not important

• Anonymity is an outmoded concept. Customers want company to engage them as much as they want to engage and be recognised by the company

Seismic changes in Marketing Insights World

• Traditional research has problems measuring emotions, which turns out to be the main driver of brand choice

• Now we know nobody thinks through a long list of attributes and rate them before they make decisionsNew Knowledge

• Turns out that people are not very good at telling you why they do what they do, what they think or how they feel

Seismic changes in Marketing Insights World

• Specialised firms from business consultancies, datamining, UX firms, experience design firms, real time feedback systems and social media reporting, reduce the relevance of MR

New alternatives

• Traditional MR Segmentation is giving way to Self Segmentation and Big Data Micro-Segments

Seismic changes in Marketing Insights World

• Proliferation of smart phones and broadband change the way people buy

• Zero Moment of Truth limits the usefulness of a laboratory style research

New ZMOT

Seismic changes in Marketing Insights World

Do we need research?

mobile

RESEARCHO

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FO

CUS

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UPS

Faci

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ACCOMPANIED SHOPPINGUX Behavioral Economics&

Neuroscience

Soci

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Ethn

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phy

Info

grap

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In-House DIY

Heu

ristic

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Gamification

Qual Quant

Blogging

Going beyond the traditional ways of doing research to understand shoppers

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

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Emoti

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Accompanied Shopping

mobile

RESEARCHO

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CUS

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UPS

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REC

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NIT

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ACCOMPANIED SHOPPINGUX Behavioral Economics&

Neuroscience

Soci

al

Ethn

ogra

phy

Info

grap

hics

In-House DIY

Heu

ristic

s

Gamification

Qual Quant

Blogging

Going beyond the traditional ways of doing research to understand shoppers

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Emoti

ons

Infographics – MR & Storytelling

Measuring Emotions

2013 Asia Communication Awards:

StarHub won Operator of the Year award and the

Best Brand award

mobile

RESEARCHO

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CUS

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ACCOMPANIED SHOPPINGUX Behavioral Economics&

Neuroscience

Soci

al

Ethn

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phy

Info

grap

hics

In-House DIY

Heu

ristic

s

Gamification

Qual Quant

Blogging

Going beyond the traditional ways of doing research to understand shoppers

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Emoti

ons

Measuring Emotions - Happiness

Gamified & Avatar basedHappiness Score

mobile

RESEARCHO

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lls &

FO

CUS

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UPS

Faci

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REC

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NIT

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ACCOMPANIED SHOPPINGUX Behavioral Economics&

Neuroscience

Soci

al

Ethn

ogra

phy

Info

grap

hics

In-House DIY

Heu

ristic

s

Gamification

Qual Quant

Blogging

Going beyond the traditional ways of doing research to understand shoppers

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Emoti

ons

Facial Recognition Happiness Score

Measuring Emotions - Happiness

mobile

RESEARCHO

nlin

ePo

lls &

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CUS

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UPS

Faci

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REC

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NIT

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ACCOMPANIED SHOPPINGUX Behavioral Economics&

Neuroscience

Soci

al

Ethn

ogra

phy

Info

grap

hics

In-House DIY

Heu

ristic

s

Gamification

Qual Quant

Blogging

Going beyond the traditional ways of doing research to understand shoppers

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Emoti

ons

22

Measuring Emotions

Neuroscience Emotion Score

6.6

5.6

6.6

5.5

7.2

4.9

6.4

0 2 4 6 8 10

comprehension

novelty

persuasion

retention

emotion

attention

effectiveness

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RESEARCHO

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REC

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NIT

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ACCOMPANIED SHOPPINGUX Behavioral Economics&

Neuroscience

Soci

al

Ethn

ogra

phy

Info

grap

hics

In-House DIY

Heu

ristic

s

Gamification

Qual Quant

Blogging

Going beyond the traditional ways of doing research to understand shoppers

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Emoti

ons

mobile Onl

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Polls

& F

OCU

S G

ROU

PS Soci

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Ethn

ogra

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In-House DIY

Gamification

Qual Quant

Blogging

Company Branded Community

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Beyond Shoppers Insights – MR can do more

Let your MR do more

Predict the future

Use Mobile to reach respondents

Helicopter strategic approach to issue

Create a panel of consumer advocates & advisors

Conduct war gaming

Get out and be close to consumers, DIY

Analytics & Datamining

Elevate importance of insights behind everything that we do

Get them involved in operations such as advocacy management

Social media is the new key in understanding consumers; get them on board