Shopper insights StarHub

How well do you understand your shoppers?

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• 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


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


• 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


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


• 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


• 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


• 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


Do we need research?

mobile

RESEARCHO

nlin

ePo

lls &

FO

CUS

GRO

UPS

Faci

al

REC

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NIT

ION

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

Accompanied Shopping