The bulk of market research focuses on traditional quantitative methodologies in areas such as Brand research and CX/CSAT surveys, but business leaders increasingly want to look deeper into the purchase funnel, and specifically pay closer attention to Consumer Journey research. Yet Consumer Journey is a challenging area of research, as it represents a complex framework of physical and emotional engagements with a product and/or brand.
Physical: online and offline elements that take the consumer from thought to action
Emotional: both fast and slow thinking (behavioral economics) that include the locating, exploring and dreaming thought processes the consumer engages in
Consumers cannot always tell us why they do what they do, or how they reach a particular decision, so traditional surveys only tell part of the story. The rest has to be accomplished with “in the moment” observation – allowing us to identify shoppers’ activities, decision-making skills, touch points and triggers to pinpoint the teachable moments where you can reach or persuade them. The presentation will provide detail on the latest developments in In-Store Tracking – what it is, how it works, how to use the data, and top tips for a successful project implementation. Included will be actual research output samples, such as videos, heat-maps etc., as well as case studies from leading consumer brands.
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In-Store Tracking: At the Core of the Consumer Journey
1. ISO 20252 Certified
Fill this space with an image.
Paul Hartley
Vice President, Research & Consulting
May 6th, 2015
In-Store Tracking:
At the Core of the
Consumer Journey
4. 4
brand loyalty
incomecurrent needs
future needs
communication
education
location
motivations
aspirations behavior
receptiveness
cultural identity
social network
buying patterns
media
community
brand awareness
reachability
attitudes
fears
What people SAY
ATTITUDINAL RESEARCH
What people DO
BEHAVIORAL RESEARCH
5. 5
How do we find out what the journey is?
Traditionally,
we asked customers and paid them for their answers.
SHOP-ALONGS
ETHNOGRAPHIES
IN-DEPTH INTERVIEWS
FOCUS GROUPS
ONLINE SURVEYS
(WITH CHOICE MODELS)
6. But…
6
Reported behavior doesn’t equal actual behavior.
We must watch shoppers closely using a variety of in-situ
qualitative research tools and then validate their choices
using quantitative methodologies that account for actual
shopping behavior.
So…
7. 7
This Consumer Journey is a framework that describes
the stages of emotional and physical engagement a
shopper has with brands.
Fast and slow thinking that includes the
locating, exploring and dreaming
thought processes she engages in
(behavioral economics).
EMOTIONAL ENGAGEMENT
Online and offline elements that take
her from thought to action.
PHYSICAL ENGAGEMENT
9. Touchpoints: Moments when consumers are open to influence
In-home
Ethnography
Social
Media
Listening
Life Slicer™
Online
Survey
Passive
Metering
Digital
Shopper
Diaries
GPS Tracking
In-Store
Tracking
Tools to Understand the Consumer Journey
POS Video
iBeacon
Micro
Surveys
10. Touchpoints: Moments when consumers are open to influence
Tools to Understand the Consumer Journey
In-home
Ethnography
Social
Media
Listening
Life Slicer™
Online
Survey
Passive
Metering
Digital
Shopper
Diaries
GPS Tracking
In-Store
Tracking
POS Video
iBeacon
Micro
Surveys
11. This is the information the tactics will feed.
11
Touch points: What are
they doing and where?
− Research (online, in-store, etc.)
− Planning
− Recommendations (who/where)
− Endorsements
− Experiences
− Etc.
What is being considered?
(attributes)
− What are the most relevant/
important considerations?
• Brand
• Price
• Quality
• Recommendations
• Convenience
• Etc.
Select shopping
channel/ retailer
− Channel
− B&M
− e-commerce
How they navigate the
store/ way finding
How they shop the store
− Brands considered
− Routine
− Expectations
− Behavior
− Signage
− References
− Recommendations
− Smartphone
− Staff
− Circulars
− Sales
− Etc.
What is being
considered? (attributes)
− What are the most relevant/
important considerations?
• Brand
• Price
• Quality
• Recommendations
• Convenience
• Etc.
User Profile
− Segments
− Brands used
− Demos
− Lifestyle
− Culture, religion, language impact
− Tech/Media habits/usage
Mission (% of trips)
− Restock/Replenish
− Discovery
− Distress
− Special Occasion
Consideration Triggers
− List and frequency
Usage
− Where
− When
− Needs – condition/routine/etc.
− Pain points
Attitudes/Shopping
Personality
− Approach to shopping (planner,
researcher, impulse, etc.)
•Profiling questions
•Bi-polar scales (I’m willing to
pay more to…, I’m always
looking to save)
− Point of view
Performance
− Meet expectations (value,
quality, efficacy, etc.)
Advocacy
− What did you do after purchase?
• Repurchase
• Review/Rate
• Blog
• Recommend
• Etc.
Brand Equity/Loyalty
− Repurchase
− Consideration for other products
within brand
Getting
to the shelf
Shelf
Performance
Primary Sources Supplemental Sources
LIFESTYLE:
Brand / Category Mindset
PRE-SHOP:
Physical / Mental Touch Points
SHOP:
Choose-Buy Drivers
POST-SHOP:
Loyalty / Advocacy
By Mission: Respondents put in mindset of a particular mission
Legend:
13. 13
Eye-Tracking: How it works
Respondents are fitted with eye-tracking
glasses that follow their eyes as they shop the
shelf, evaluate advertising, engage with
digital content etc. The glasses are sensitive
enough to precisely track pupil movements to
a few millimeters.
Provides detailed measurement and insights
into unconscious behaviors, engagement and
factors that influence action.
Records:
• What they see: Fixations to within +/- 0.5⁰
• What they do: Point-of-view camera
• What they hear: Full audio
• Up to 90 minutes
• At sub-second levels
Lightweight | Fully Mobile | Unobtrusive
14. 14
Eye-Tracking: Typical Process
Respondents are recruited similar to a
standard qualitative program – booked for a
typical 1 hour shopalong and incentivized
accordingly
Researcher(s) and respondents meet for a
pre-shop briefing and interview to discuss the
‘mission’ and the lifestyle mindset going into
the research.
A few minutes are also set aside for eye-glass
fitting and calibration.
Respondent embarks on their shopping trip,
usually shadowed but not interacting with the
researcher as the glasses capture all activity.
Researcher and respondent typically spend 20
minutes after the shop to debrief the activity
and review the video.
15. 15
Eye-Tracking: Advantages
Aside from meeting the overall objectives of
the program, it:
• Goes beyond the stated behavior.
• Adds depth to the qualitative feedback.
• Can be a powerful visual reinforcement in
presentations.
• Gets inside the consumer’s head and sees
the world through their eyes.
• Allows researcher to observe consumer
activity without interrupting or influencing
that behavior.
• Measures minute or subtle differences in
human interactions – noting, evaluating,
selecting.
17. 17
Eye-Tracking: Applications
Overall Shopping Behavior
• How do customers shop? Category, Aisle, Department, Store
• What draws shoppers attention during their shopping trip?
Packaging
• How effective is a new package at drawing shopper’s attention?
• How does the package A perform versus package B?
• How easy is it for shoppers to find the product?
• Do shoppers notice the new logo or other on package element?
Shelf Design
• Which performs better shelf layout A or shelf layout B?
• Will repositioning product X improve sales? Why?
• What competitive products do shoppers consider before making a selection decision?
In-store Communications
• How does in-store communication effect shopper behavior?
• How does in-store communication placement impact its effectiveness?
• What draws shoppers to look at different types of in-store communication?
Other
• What causes billboards to be noticed by drivers?
• How do customers use smart devices? iPads, SmartPhones
• What aspects of a menu draw diners attention to specific menu items?
• How do users interact with a website?
20. Eye-Tracking: Example Reporting
% Noting % Evaluating % Selecting (Holding)
80% - 100%60% - 80%40% - 60%0% - 20% 20% - 40%
322
256
298 403
0
100
200
300
400
500
600
700
Control stores Test stores
Avg time
interacting
Avg time
noticing
5 Min 22 Sec
4 Min 58 Sec
Total Control
10 Min 20 Sec
4 Min 16 Sec
6 Min 43 Sec
Total Test
10 Min 59 Sec
Duration of fixation and interaction
Noticing: Duration of time shoppers are looking at
and viewing an area/product
Interacting: Duration of time shoppers are holding
and touching products (as well as viewing them)
Control Store Test Store
20
21. 21
Eye-Tracking: Considerations
When you embark on an eye-tracking
program, you need to be aware of a few key
considerations:
• Always requires retailer approval in
advance for the shopalongs.
• The potential for some ‘showmanship’, as
with typical shopalongs.
• Sponsor/client staff are also subject to
behavioral changes – can be overly
enthusiastic or more reserved because they
are ware of the research.
• Always be mindful of where and how to
stage respondents based on the research
environment and objectives
But these considerations are easily overcome
and significantly out-weighed by the benefits
of the research.
22. Questions?
Paul Hartley
Vice President, Tech & Telecom
Market Strategies International
678.799.7375
paul.hartley@marketstrategies.com
Visit our website: marketstrategies.com
Read our blog: freshmr.com
In-Store Tracking:
At the Core of the
Consumer Journey
Hinweis der Redaktion
Introduction
Who I am
What I do
Why I am here
Role as researchers
Explain how we define CJ and why it is important as a researcher
Why we especially like to use Technology in this methodology
Ours is a Classical Approach
What people say – classical attitudinal accessible through mainly tried and trusted methodologies
What people do – classical behavioral accessible through technology more and more. We are constantly looking for uses of technology to complement tried and trusted.
The two are not mutually exclusive, I will discuss some technologically advanced ways to get at attitudes too…but mainly to understand behavioral can we really get the most our of technology
We are always looking for layers of content to overlay to get the full picture. In this simple depiction of attitudinal and behavioral – and in the context of today’s discussion – we overlay traditional research methods with technologically advanced techniques
{I’ll set up a little bit of a straw man here and we should keep the graphics simple}
Asking people what they do and why they do certain things will remain at the core of what we bring to the table as researchers
Reliance on accurate recall – recency discussion
Reliance on people telling the truth – how many read the label on their food in real life example
We still get a huge amount through experienced researchers getting as close to the actualité, but what if we could get closer to the real person, to bring the person to life per the vizualization at the top of this deck
Using technology for the sake of it isnt just for fun. And we are not Big Brother. Our technology is always used with the knowledge and consent of participants. Again, with the skillful implementation by our researchers we can do our best to ensure non-invasive technology gets us as close to reality as possible.
Definition of Consumer Journey: Lifestyle – Pre/In – Advocacy
Definition of constituent Path-to-Purchase: Pre/In
This visual shows a few of the key elements of the Consumer Journey
I’ll use a few of these on the next few slides:
User Profile
− Segments
− Brands used
− Demos
− Lifestyle
− Culture, religion, language impact
Mission (% of trips)
− Restock/Replenish
− Discovery
− Distress
− Special Occasion
Consideration Triggers
− List and frequency
Usage
− Where
− When
− Needs – condition/routine/etc.
− Pain points
Attitudes/Shopping
Personality
− Approach to shopping (planner,
researcher, impulse, etc.)
• Profiling questions
• Bi-polar scales (I’m willing to
pay more to…, I’m always
looking to save)
− Point of view
Pre-Store
Triggers
Shopping missions
In store
Touch points: What are
they doing and where?
− Research
− Planning
− Recommendations
− Endorsements
− Experiences
− Etc.
What is being
considered? (attributes)
− What are the most relevant/
important considerations?
• Brand
• Price
• Quality
• Recommendations
• Convenience
• Etc.
Select shopping
channel/retailer
− Channel
− B&M
− e-commerce
Touch points: What are
they doing and where?
− Research
− Planning
− Recommendations
− Endorsements
− Experiences
− Etc.
What is being
considered? (attributes)
− What are the most relevant/
important considerations?
• Brand
• Price
• Quality
• Recommendations
• Convenience
• Etc.
Select shopping
channel/retailer
− Channel
− B&M
− e-commerce
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works
Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life.
Constantly looking for enhancements
Not tech for tech’s sake
Leading edge with what works