Digital innovation, Robert Madas (GFK), LOTE 2011

GfK Custom Research Tools for Growth – Digital Innovation at GfK April 2011

1

Tools for Growth – Digital Innovation at GfK
Research Methods in the Area of “New Digital”

Robert Madas – GfK Austria
April 2011


The
agenda

1 Mechanics of the Digital World
• Background and GfK Solutions

2 GfKExposureEffects.dx
• Measures the effectiveness of communications exposure

3 GfKMarketObsurvey.dx
• Helps understand the digital landscape and the opportunities within

4 GfKSocioLog.dx
• Digital qualitative methodologies


3

1 Mechanics of the Digital World
Background and GfK Solutions

90
76 80
Internet-users
Internet User 86

in Europe 2010
Europe 2010 69 RU 32
4
KZ 35
59
Adult population 58 83
in percent 59
73
USA: 75 30
84
54
69 67
72
52 20
55
60
77 76 48 10
71 36
41 49
31 36
34
46 32 21 41
52
16

49 34
Desk research GfK Austria Malta 65


Mobile Phone Users in selected
CEE countries 95
(2010, Adult population in percent) 5

92
80

88

76

94 81
89
87 86
93 77
83
78 84

88
84

Desk research GfK Austria


Implications of the “New Normal”:
New “Pathways to Purchase”
6

More Touch Points: personalized and tailored depending on product category

mobile
Phone

TV
Online Radio

Flyers
Direct POS
Mail
Word
of
Mouth


Who Owns The Communication About My Brands/Products?
7

In the past:
Con- Con- Con- Con-
sumer sumer sumer sumer

Brand
Con- Con- Con- Con-

Con- Con- Con- Con-
Indep.
Media
Con- Con- Con- Con-


Who Owns The Communication About My Brands/Products?
8

Now:
Con- Con- Con- Con-

Brand
Con- Con- Con- Con-

Con- Con- Con- Con-
Indep.
Media
Con- Con- Con- Con-


Digital is Changing Consumers’ lives
9

shop

interact communicate

gather
engage
information


What we mean by Digital in a Research Context
10

Research into Digitally
new digital enabled
markets and research
lifestyles techniques


Our Approach
11

Research into Digitally
new digital enabled High Quality
markets and research GfK
lifestyles techniques Solutions


The .dx umbrella brand
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“digital experience”:
continuously growing and fully integrated range of digitally enabled tools


Examples of .dx products
13

► GfKExposureEffects.dx
• nurago product that measures the effectiveness of
communications exposure

► GfKMarketObsurvey.dx
• nurago product that helps understanding the digital
landscape and the opportunities within

► GfKSocioLog.dx
• digital qualitative methodologies


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2 GfKExposureEffects.dx
Measures the effectiveness
of communications exposure


What can we find out?
15

Ad Effectiveness Research
Conducting interviews with respondents (test-
/control group).

• Does your campaign really change
people's brand perception
Ad Efficiency Research
Structure Data of panellists with campaign
contact.

• Does your campaign really reach the
required target group?


How does it work?
16

3

2
survey
Test group 4
During the campaign

Control group Analysis
1

1. Access-panellists: previously flagged with a Cookie

2. A pixel is integrated into every ad format used in a campaign

Every ad contact of every panellist recorded (site, placement and frequency)

3. Panellists are invited to take part in a survey (exposed + unexposed).
4. Control & test group responses are compared to evaluate the effectiveness.


The Advantages
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• Media owner independent - neutral evaluation of campaign

• Pre-screening of panellists to focus on specific target audiences

• Long term/trend studies possible (re-contact)

• Enrichment with structural data (panel profile)


Case Study "Netbook"
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Study Profile
Aim Ad Effectiveness & Efficiency Testing
Campaign Goals:
 Raise awareness of the brand’s
netbook offering
 Increase likelihood to purchase in
target group (males, aged 25-44)
Methodology Panel Tracking with branding survey
 Control/test group: 800 participants
(50/50 split)


Case Study "Netbook“: Overall brand awareness
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Overall Brand
Awareness for
Brand A has
increased by 5%
through
campaign
exposure.

Control Test

Question: “Which netbook brands have you ever heard of?” Free feedback
n= 800


Case Study "Netbook“: Gender split
20

Aided Brand Recall increased most within
the female audience. – NOT the target
market

Control Test

Question: “Which of the following netbook brands have you ever heard of?“
control group: n= 400; test group: n= 400


Case Study „Netbook“:
Success in reaching the required target group by site
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Website A: Sports Magazine Website Website C: Technology review
website

N = 82 N = 82

Website B: General Interest Portal, Website D: Email portal
Lifestyle

N = 123 N = 123

Target group defined as 25-
44, predominantly (but not exclusively)
male, well educated and high internet
users


22

3 GfKMarketObsurvey.dx
Helps understand the digital landscape
and the opportunities within


Online Behavior Monitoring
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Behaviors Online

Optimize Digital
Marketing Decision


Online Behavior Monitoring: How it Works
24

Behavior of target market captured and combined with surveys

1.Natural web 2. Behavioural and 3. Ability to focus on
surfing with survey insights key sights or sights
minimal bias elements of interest

Behavior Analysis

Reasons &
Complete impact
Invitations to
Normal internet use survey
qualified opt-
in panelists for X weeks—then when exit
key sights flagged site
for some pop up
surveys


Case Study “Mobile phone purchase”: uncover the influence of
online and offline touchpoints on purchase decisions
25

Contact with touchpoints

Planned TV / radio Store Friends/family Actual
purchase Magazines/ Hotline Internet purchase
Newspapers


Pilot study in Germany: Survey design and flow
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Phase 1: Phase 2: Phase 3: Phase 4: Phase 5:
1 week 2 weeks 4 weeks 2 weeks 3 days

RECRUITMENT

FINAL QUAL
FOLLOW-
MONITORING UP

Recruitment Software-download Internet monitoring Final survey Qualitative
of panelists currently to install
LEOtrace® to continuously measure to understand status of Follow-up
considering to purchase Browser-Add-On actual online behavior purchase process and to understand
a new mobile phone evaluate touchpoints touchpoints
and/or plan looking back trustworthiness
and role within the
INITIAL INTERCEPT purchase decision

Initial survey Intercept surveys
to understand status of to evaluate preselected
purchase process and online touchpoints in
relevance of purchase real-time
criteria looking forward


Case study: “Paul” plans to purchase a Motorola phone
and wants to remain with his current operator
27

“Paul”
 Male
 30 years
 Full-time employment
 1,500 € - 2,000 € monthly income

Current situation Planned purchase
 Already decided on brand:
 Basic phone, i.e. no smartphone  Just waiting for the end of current
 Very satisfied with device contract, considers or
 Wants to ask friends/family for advice
 Considers same plan as he currently uses
 Postpaid flat rate
 Satisfied with operator


“Paul” interacted with three different touchpoint
categories, combining online and offline channels
28

Contact with touchpoints

Planned TV / radio Store Friends/family Actual
purchase Magazines/ Hotline Internet purchase
Newspapers


“Paul” used the internet quite extensively visiting 10 different
relevant websites mainly focusing on operator websites
29

Total internet usage within the 4
weeks of monitoring 42 visits on operator
websites

11 visits (44 min)
 28 days online
8 visits (26 min)
 81 online sessions
8 visits (17 min)
 65 hours online
7 visits (10 min)
 5,868 Page impressions (PIs)
4 visits (7 min)
 48 minutes/72 PIs per session
3 visits (13 min)
1 visit (3 min)
 34 relevant* online sessions
 10 different relevant* websites/domains  2 hours

 30 minutes per relevant* domain  134 Page impressions (PIs)

 24 PIs per relevant* domain  17 minutes per website/domain
 19 PIs per domain

* 58 websites preselected as relevant for the topic (e.g. operator sites, mobile phone manufacturer sites etc.); Intercept surveys were conducted after visit of these sites1


For instance, on August 10th “Paul” compared offers on different
websites – and he “discovered” the iPhone
30

Surf diary on URL level
August 10th Noticed iPhone offer from his current operator
19:03 base.de http://www.base.de/index.jsf

19:03 base.de http://www.base.de/handys/iphone.jsf;jsessionid=F341D69B5BBE46FFFD83F67E7E13E819
Switched to O2’s mobile phone offers
19:05 o2online.de http://www.o2online.de/nw/handys/handys.html
http://shop.vodafone.de/Shop/browseLanding.jsp?shopid=200&id=cat463273&cmsId=
19:06 shop.vodafone.de After 1 min looked up Vodafone’s devices
privat-handys-tarife&menuKey=1020
and plan bundles
19:07 eplus.de http://www.eplus.de/Default.asp

19:07 eplus.de http://www.eplus.de/Handys/
Within a few seconds included
e-plus in his search
19:07 o2online.de http://www.o2online.de/nw/handys/handys.html

19:07 o2online.de http://www.o2online.de/nw/tarife/tarife.html
Back to O2’s offers and started
to look up plans
Session break


20:35 base.de http://www.base.de/fuer-kunden/freunde-werben.jsf2

http://www.base.de/handys/handy_detail.jsf?geraeteId=1308&tarifId=452&WT.ac=pk/start
20:35 base.de
/ADAC/A/ Search ended where it started:
20:36 base.de http://www.base.de/handys/iphone.jsf iPhone offer from Base


Finally, “Paul” purchased an iPhone instead of a Motorola phone
and he switched operator and pay-plan
31

Purchase decision
 Rated difficult
 Purchased over the Internet

Planned purchase Actual purchase
 Mobile phone brand:  Mobile phone brand:

 Operator: or  Operator:

 Plan: same as he initially used,  Plan: Postpaid pay-per-use
i.e. Postpaid flat rate


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4 GfKSocioLog.dx
Digital qualitative methodologies


GfKSocioLog.dx: Digitale Qualitative Research
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Web harvesting /
Digital qualitative Bulletin boards Co-creation
mining

Online Integrated mobile/
User experience Discussion forums
communities online diaries

 GfKSocioLog.dx covers a wide spectrum of topics
 It works in less developed markets as well!
 High internet and mobile phone penetration in many target
groups
• In some senses, traditional focus group participants are
naked! They are missing some vital parts of themselves
(their smartphones, cameras, computers, social networks)
Digital qualitative helps us reach the whole person


Digital Qualitative
Example: Online qualitative platforms
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• Use online qualitative research software
built for today's social media culture.

• Create Bulletin Boards & Blogs
• Create DelphiBlogs
• Create diaries
• Assign photo exercises
• Ask questions (and probe on
responses)
• Present stimuli
• Engage participants in group
discussions


Online Platform: Tool for digital qual research
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Online Depth Group
Diaries Blogs
Communities interviews discussions A flexible online platform that
can enable a wide range of
online methodologies


A qual 2.0 iPhone app
Integrated PC & iPhone platform
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The Benefits of GfKSocioLog.dx
37


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Robert Madas
Key Account Manager Technology
GfK Austria
robert.madas@gfk.com

Digital innovation, Robert Madas (GFK), LOTE 2011

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