Post on 23-Mar-2016
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AutomotiveUnravel today’s complex route to market© TNS
Unravel today’s complex route to market.TAPPS: Developments for 2013
AutomotiveUnravel today’s complex route to market© TNS
Understanding the Chinese car buyer
We talked to 1,000 people in China as they made a decision about which car to buy. We gathered the information in real-time to understand how people make decisions and what really is influential at each stage of the purchase journey.
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Consumer buying behaviour has changed
AutomotiveUnravel today’s complex route to market© TNS
The traditional funnel fails to capture today’s complex world…
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AutomotiveUnravel today’s complex route to market© TNS
Today’s buying process takes place within a multi-faceted path to purchase
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AutomotiveUnravel today’s complex route to market© TNS
Consumers and brands now co-create the buying process
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AutomotiveUnravel today’s complex route to market© TNS
Traditional “look back” study designs are no longer adequateTracking the same people through their buying process is optimum
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A new approach TAPPS
AutomotiveUnravel today’s complex route to market© TNS
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What is TAPPS?
Snakes and ladders
Provides a micro-level analysis of the path to purchase
4-month online continuous interaction measuring all touch points
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Valuable insights in real time with online data reporting
TAPPS’ provides an in-depth understanding of: Actual buying process timeline Role and use of digital and social media Interactions between, and influence of, brand and consumer generated content Key touch points at different stages of the car-buying process Triggers of vehicle consideration, rejection and purchase The changing role(s) of dealers
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AutomotiveUnravel today’s complex route to market© TNS
TAPPS’ unique insights build into your marketing strategies…
TAPPS Media planning
Communications
Pricing, promotions & incentives
Targeting
Positioning
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2012 TAPPSA positive first step
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Months 0 1 2 3 4
1234
The operational framework consists of 4 components
Screening of the panelists & initial interview
Weekly online ‘touch point’ survey and photo journal
Online focus groups & click-stream data for a sub-samplePost-purchase interview (as soon as a consumer buys a vehicle)
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AutomotiveUnravel today’s complex route to market© TNS
Representative sample with wide geographic coverageSampled from 184 cities in 27 provinces
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AutomotiveUnravel today’s complex route to market© TNS
Actionable TAPPS insights
Media spend adjustments to reflect the importance of TV and social media
CRM use adaptations to identify and activate committed brand owners to act as brand spokespersons in specific social media
Brand website content adjustments to better reflect use throughout the buying cycle, not just at the end
Communication styles adaptations in those media used extensively by ‘fast decision’ takers, to reflect their decision making style
Dealer follow up behavior adaptations to enhance conversion of ‘confused’ shoppers
Promotions and Incentives adaptation to reflect the parameters of what’s acceptable for specific brands.
The benefits of a clear understanding of the buying process havemultiple applications
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TAPPS has been further optimizedChanges for 2013
AutomotiveUnravel today’s complex route to market© TNS
Months 0 1 2 3 4
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The 2013 operational framework again consistof 4 components
Screening of the panelists & initial interview
Weekly online ‘touch point’ survey and photo journal
Online focus groups & click-stream data for a sub-samplePost-purchase interview (as soon as a consumer buys a vehicle)
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AutomotiveUnravel today’s complex route to market© TNS
Study BackgroundConsistent data collection method over time
Field work period
Methodology
Year 1 Oct. 2011 – Feb. 2012Year 2 Oct. 2012 – Feb. 2013
Online Panel Survey
Market / Location Sample from 214 cities in 32 provinces in China
Consumer criteria
• Aged 18 -50 yrs old;• Live in Tier 1, Tier 2 and Tier 3 cities• Did not participate in auto related survey in the past 3 months• Plan to purchase a vehicle in the next 6 months• Plan to purchase a new vehicle• Is the decision maker or one of the main decision makers for the
purchase of the intended vehicle
Compared Brand/Model 121 brands and 460 models available on the market
Sample size Initial n=1607, Diary n=864, Clickstream n=482
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Representative of the new car buying public60% of respondents are first time car buyers
Unit: %N = 1,670
Family
Living in Personal monthly income
AgeGender
60
Note: TAPPS focussed on intending buyers of sub-compact, compact and mid-size vehicles
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Robust sample available for most brands
Brands under consideration Sample size
Audi 466BMW 270Buick 418Cadillac 63Chevrolet 351Citroen 202Ford 227Honda 348Hyundai 390Mercedes 200Nissan 212Peugeot 207Toyota 347Volkswagen 745
Only selected brands shown of 78 under consideration by shoppers
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Large sample (1399 of luxury and near luxury brand considerers)
Brands under consideration Sample size
Audi 466BMW 270Bentley 15Ferrari 22Infiniti 33Jaguar 29Land Rover 71Lamborghini 14Lexus 88Lincoln 12Lotus 18Mercedes 200Porsche 58Volvo 79
Small samples also exist of Aston Martin, Bugati, Maserati and Maybach considerers
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More detailed analysis on specific sites: e-Nissan.com.cn is attractive and sticky among shoppers
Num
ber o
f min
utes
on
the
site
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NewCompare TAPPS results in China with US results
How TAPPS helps our customers
AutomotiveUnravel today’s complex route to market© TNS
Influence-Performance-Matrix of one specific or an overall purchase stage for any desired target group
Importance to brand preference
Perf
orm
ance
low
high
low high
TP 1
TP 2
TP 3
TP 1 TVTP 2 BillboardTP 3 Independent expert in newspaper/magazineTP 4 Friends/relativesTP 5 Visit Car DealerTP 6 Ad in newspaperTP 7 RadioTP 8 Social MediaTP 9 Manufacturer web sitesTP 10 Blogs/ForumsTP 11 Saw vehicle on the roadTP 12 Visit price comparison web sitesTP 13 Dealer web sitesTP 14 Independent expert opinion online
Importance to preferenceDerived by Hierarchical Bayes Regression
Performance:Stated performance for touchpoint
Bubble size:Frequency of touchpoint usage
SAMPLE ONLY
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Allocating resource to the right channels at the right timeIn the early stage of shopping brand generated content is most influential and is widely used. TV Ads have the most impact.
1=TV ad 2=Press as 3=Billboard ad 4=Discussed cars with family and friends 5=Vehicle on the road6=Radio ad 7=Discussed on social media 8=Online review 9=Car-related comments 10=Saw vehicle in public space11=Car brand website 12=Car dealer website 13=Car dealer 14=Car promotional offer
Importance of Touchpoint for Preference Score HighLow
Perfo
rman
ce o
f Tou
chpo
int
High
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AutomotiveUnravel today’s complex route to market© TNS
Identifying the key hubs to influence
Although they have limited impact in the final stage of decision making TV Ads and car dealers are crucial hubs.
They drive the use of other touch-points that impact brand preference
Family and friends Vehicle on the road Press ad
TV ad Billboard ad Radio ad
Promotional offerOnline review Social media Car dealer
Car brand website Car dealer website
Other touchpoints
Brand preference
14% 4% 8% 4%
17% 4% 6% 14%
9% 3% 5%
5% 7%
Effects of Touchpoint (1 to 2 weeks ago)…
Significantly positive on usage of different touchpoints Significantly negative on usage of different touchpointsOn brand preference (combined effect of contact yes/no and helpfulness) in terms of relative importance%
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Managing non-brand generated online content
Ensuring good presence and content in multiple forums and blogs is important to impact consumers to buy Brand X
Respondents who finally purchase Brand X N=51Note: The websites marked in Pink are the websites that are only relevant to the PURCHASERS rather than those CONSIDERING the make
Life service: ganji.com
Life service:58.com
Mirco blog:t.qq.com
Blog: Blog. hexun.com
Auto:51auto.com0.2046 0.4038 0.3596 0.5511 0.1658 Auto:Auto .sina
.com.cn
Blog:Live.com
Blog: blog.10 jqka.com.cmn
SNS: yy365.com
Blog: Blog. Sina.com.cn
Auto: Auto home.com.cn0.2052 0.7374 0.4762 0.3653 0.5767 Auto:
Xcar.com.cn
Blog: zhidao. baidu.com
Auto: auto.163.com
SNS: qzone.qq.com
SNS: renren.com0.1139 0.6982 0.6682 Micro blog:
weibo.com Buy
Forum: tangdou.com
Blog: Blog.163.com
Auto:Bitauto.com0.5153 0.4533 0.2101 SNS:
pengyou.com
Forum: taoguba.com.c
nLife service: baixing.com0.1228 0.5256 Auto:
52che.com
0.6987
0.2786
0.4603
0.4552
0.5946
0.1342
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AutomotiveUnravel today’s complex route to market© TNS
Getting personal
XXXX40 years oldEmployed as Secondary level staff in hotelPersonal salary: Around 17,000 RMB per monthLives together with his wife and children in QingdaoEducation: University
Time consumption on internet
Morning Afternoon Evening
Looking through the lens of individual consumers brings the data to life
v1
v v
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AutomotiveUnravel today’s complex route to market© TNS
Getting personal
Looking through the lens of individual consumers brings the data to life
Forum of Auto
Study the instruction for taking the delivery in 4S store via forum of auto
Browse and investigate the maintenance/repair/technics information for “Buick” on forum of www.autohome.com.cn
Forum of Auto
Compare “Lavida” and “Excellent” in terms of the evaluation from forum of www.autohome.com.cn
Forum of Auto
Start
Visit the specific channels of “Lavida” and “Excellent” to collect basic information for these two models
Forum of Auto
Visit www.autohome.com.cn for first browsing
Auto Portal
Visit forum of www.autohome.com.cn to collect the information and read other people’s comments for first selection of model/brand
Forum of Auto
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AutomotiveUnravel today’s complex route to market© TNS
Valuable insights in real time
To summarise, TAPPS’ provides an in-depth understanding of:
Actual buying process timeline Role and use of digital and social media Interactions between, and influence of, brand and consumer generated content Key touch points at different stages of the car-buying process Triggers of vehicle consideration, rejection and purchase The changing role(s) of dealers
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AutomotiveUnravel today’s complex route to market© TNS
Visit www.tnsglobal.com/automotive
Andy TurtonAndy.turton@tnsglobal.com+ 44 (0)203 130 7350
Kelvin KohKelvin.koh@tnsglobal.com+86 21 2310 0995 ext. 156
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