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© MESH Planning 2011 | The Experience Agency | www.meshplanning.com

Tracking real consumer experiencesPrepared for London in Prague, April 5th 2012By Fiona Blades, MESH Planning

Why is understanding experiences important?

Half the money I spend on

advertising is wasted; the trouble

is I don't know which half.

John Wanamaker

1838

18% 23%

2006

Experiences build brands

"People build brands as birds build nests, from scraps and straws we chance upon." Jeremy Bullmore

Historically Brand Tracking analytics

identify which brand image attributes drive

Consideration…

…but we need to know which pieces of

marketing activity specifically drive

Consideration and Sales

Sales

Consideration

Brand Image

Experience

Understanding the experiences driving consideration

It’s almost impossible to recall emotion

"Because emotions are transient and rapidly changing, the acquisition of accurate data about them is

completely beyond the scope of retrospective methods.

Not only does the Experience Tracker approach get closer to the truth of real people's lives, it

empowers participants to express themselves freely by making them responsible members of the research

team.”

Dr Andy Wells, psychologist, LSEwww.meshplanning.com | 8

The flaws with recall

Decay Reconstruction Interruption

© MESH Planning 2011 | The Experience Agency | www.meshplanning.com

Tracking real consumer experiencesPrepared for London in Prague, April 5th 2012By Fiona Blades, MESH Planning

Some of the challenges we get from clients

3. We need an ‘early read’ on

campaigns to avoid wasting money

5. With budgets being tight, I need

research that delivers twice the value for half the

cost

1. Our brand tracking measures

get used in documents but don’t drive

decision-making

2. Measuring TV isn’t enough, I need a 360

evaluation to see how each marketing element is working

6. I’m looking for a flexible approach

that I can tap into to address

needs as they arise

4. I need a ‘deep dive’ into how

people are connecting with my brand and category to see what’s really

going on

Experience Tracking delivers fast, relevant, actionable insight

It opens up new ways to tackle today’s issues

• Launching a new product is expensive. How can we give it the best chance of success?

• With new investment in digital, are we spending this wisely?

• Our shopper team is looking at cross category solutions. How do we work out what to develop and how to evaluate them?

• Our gut feel is that experiential activity works better. How can we know?

• Market mix modelling takes ages and needs lots of data. How

can I get a quick understanding of which channels to invest in?

• I can’t wait months to understand how my campaign is working.

I need to know really quickly.

Surprising insights that are unearthed through Experience

Tracking

Which TV ad has received the most positive response?

Very Positive

Fairly Positive

Neutral

Fairly Negative

Very Negative

An alcohol brand on price promotion in supermarket ads

Need to separate trade from brand advertising

0%

5%

10%

15%

20%

25%

30%

35%

17 Oct

18 Oct

19 Oct

20 Oct

21 Oct

22 Oct

23 Oct

24 Oct

25 Oct

26 Oct

27 Oct

28 Oct

29 Oct

30 Oct

31 Oct

01 Nov

02 Nov

03 Nov

04 Nov

05 Nov

06 Nov

3

O2

Vodafone

Vodafone takes lead on Experience Share during Grand Prix

3 has highest Experience Share around the end of October but is up with O2 and Vodafone throughout fieldwork

O2 picks up Experience Share lead towards the end of fieldwork – iPhone launch

Why has the smallest mobile network, 3, highest Experience Share in October 2007?

It has lots of buzz!

164

87

135

189

8768

2837

1

51

235 2 7

25

020406080

100120140160180200

3 Touchpoints

October 12th – November 8th 2007

Stimulated by major innovation…

“This was the second 3 ad in the edition of the Metro I was reading on the train travelling to work. It was the first time I had seen Skype for a mobile phone. It raised my attention. Black and white ad, not very bright.” 3, Newspaper, Fairly positive

“Skype on a 3 contract - sounds great.”

3, In the News, Very Positive

Innovation through mobile broadband and Skype

That triggers negative conversations too…

42%52% 46%

15%

55%35% 32%

46%

38%30%

30%

11%

34%

38%25%

30%

9% 3% 7%

11%

2%

10%

14%

11%

-7% -11% -14% -7% -6% -15% -21%-11%-5% -3% -2%

-57%

-2%-1%

-7%

-3%

-75%

-50%

-25%

0%

25%

50%

75%

100%

TV ad Online ads Newspaper ad

Conversation Poster Magazine ad Website In store

3 - feeling by touchpoint

Particularly from older women on Vodafone…

43%30%

3%

64%

18%

58%

25%

8%

36%

18%

29%

23%

5%

11%

4%

8%

13%

23%

19%

15%

30%

26%

13%

25%

4%

28%

18%6%

Fem

ale

Mal

e

Fem

ale

Mal

e

16-2

5

26-

35

36

-45

46

-55

56-6

5

16-2

5

26

-35

36-

45 4

6-55

56-

65

>

65

3

O2

Orange

T-MobileVirginVodafoneOther

3

O2

Orange

T-Mobile

Virgin

Vodafone

Positive conversationsabout 3 (40)

Negative conversationsabout 3 (120)

Young males on Orange

Older women on O2 and Vodafone

BIG Impact on Brand Equity

Mean Favourability Score

Pre 6.5 – Post 7.3

Pre 4.3 – Post 3.6

Positive Conversation

Negative Conversation

Vital to pick up

consumer

generated media to

know what’s really

going on

Why is tracking experiences important?

• Helps us to guide brands better

• Overcomes the issues with recall

• Allows us to capture emotion

• Answers new questions relevant to today

• Generates surprising insights

Capturing experiences in real

time:

How it’s done, now and in the future

The Core Approach – MESH’s Experience Tracker

Real-time OnlineOnline

Understands where people begin…

Online

Consider-ation

Likeability Innovative Familiarity0

1

2

3

4

5

6

7

8

9

10

7 out of 10 6 out

of 10

8 out of 10

5 out of 10

…and then captures their everyday experiences with brands

Real-time Onlin

e

Online

BRAND: A)Xbox B)PlayStation C)Nintendo D)Electronic Arts (EA) E)Activision F)Capcom

OCCASION: A)TV B)Pub TV C)TV Online D)Games Console E)Poster/Billboard F)Newspaper G)Magazine H)Online/Social Media Radio J)Conversation K)Mailing/Leaflet L)Cinema M)Other

FEELING: 5)Very positive 4)Fairly positive 3)Neutral 2)Fairly negative 1)Very Negative

CHOICE: 5)Much more likely to choose 4)Slightly more likely to choose 3)No difference 2)Slightly less likely to choose 1) Much less likely to choose

Text us whenever you see, hear or experience

anything to do with the following brands…

BRAND:

a) Xbox

b) PlayStation

c) Nintendo

d) Electronic Arts (EA)

e) Activision

f) Sega

CHOICE:

5) Much more likely to choose

4) Slightly more likely to choose

3) No change

2) Slightly less likely to choose

1) Much less likely to choose

ENGAGEMENT:

5) Very positive

4) Fairly positive

3) Neutral

2) Fairly negative

1) Very negative

OCCASION:

a) TV

b) Pub TV

c) TV Online

d) Games Console

e) Poster/Billboard

f) Newspaper

g) Magazine

h) Online

i) Radio

j) Conversation

k) Mailing/Leaflet

l) Cinema

m) Other

Which brand was it?Where did you experience it?

How did it make you feel?How likely did it make you to choose the brand next time?

a c 4 5

They respond with a simple text to tell us

about their experiences with the

brands. Not just advertising, but any

encounter.

Experience : Activision, Online, WebsiteExperienc

e : Xbox, TV ad

Experience : Electronic

Arts, London

Underground Display

Experience : Other, Bioware, Newspaper adExperience :

PlayStation, Poster/Billboard

Experience : Xbox, TV Online ad

Xbox

TV Online

Very Positive

Much more likely to choose

Advert for the Kinect on Xbox. Looked great!

Wednesday, 7th March 2012, 11:54

NetflixWhich Online TV service did you use?

Completing the Online Diary

Wednesday 7th March 2012, 11:54

Wednesday 7th March 2012, 10:22

Tuesday 6th March 2012, 18:46



Xbox

TV Online

Very Positive

Much more likely to choose

please select

Netflix


Which Online TV service did you use?TVPub TVTV OnlinePoster/BillboardOnline/Social MediaNewspaperMagazine

TV Online


How has opinion changed after experiences?

Real-time Online Onlin

e

Considera-tion

Likeability Innovative Familiarity0123456789

10

How has opinion changed after experiences?

Online

+3 shift

-2 shift

No shift

+1 shift

10 out

of 10

4 out of 10

8 out of 10

6 out of 10

Consideration Likeability Innovative Familiarity

The latest innovations

Real-time Online Onlin

e

Onlin

e

Online

The latest innovations

ACTIVE EXPERIENCES

PASSIVE EXPERIENCES

Real-time

Digital Forensi

cs

Audio Forensi

cs

Photo Forensi

cs

Digital Forensics gets us closer to the more passive exposures, and their impact

Cookie: ID=9bca009uf7ffbnq82ve26450dx2w; Src: yg8&s7

Cookie: ID=8fg052ji2lkbfg12cc26250dxc3; Src: yt9&a1

Cookie: ID=2bv895as3lohyg22sd89563xse3; Src: dt7&s4

Cookies embedded in online ads are recognised and converted into measurable information

Audio Forensics picks up the audio signature of a TV or Radio ad through a smart phone app

App detects sound patterns in the background

Audio Forensics

Ad exposures not actively reported by SMS are picked up passively

Soundwaves matched against pre-configured patterns, giving us another layer of passive exposure

CONFIRMED

EXPOSURE

Outdoor ads not recorded by participants are picked up passively using converted camera devices

Image recognition software picks out key information for further analysis

Photo forensics delivers exposures to outdoor as people go about their day

Capturing experiences in real time

• Via text – greatest availability

• Relies on active participation

• Recruited via panel or F2F

Now Future• Via app – greater

functionality

• Will pick up passive experiences

• Customer groups

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