Game Changing Decisions: Using Wave Studies To Understand Changes To Your Brand
•Als PPTX, PDF herunterladen•
0 gefällt mir•16 views
When organizations face decisions that can vastly alter their operations or how they do business, these can be called “game-changing” decisions. As these decisions are made, organizations want to measure what impact these decisions have with brand perception in the marketplace. How best can organization measure the impact of their decision? Check out the deck from our webinar Game-Changing Decisions: Using Wave Studies To Understand Changes To Your Brand, to discover how.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (11)
Ähnlich wie Game Changing Decisions: Using Wave Studies To Understand Changes To Your Brand
Ähnlich wie Game Changing Decisions: Using Wave Studies To Understand Changes To Your Brand (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Game Changing Decisions: Using Wave Studies To Understand Changes To Your Brand
- 1. Game-Changing Decisions: Using Wave Studies To Understand Changes To Your Brand
- 2. Marketing Professor, NKU Director, Marketing Research Program, NKU ● Specializes in multivariate quantitative methods ● Expert in building brand equity research for B2B and B2C organizations ● Clients include: Google, Gillette, GM, Nestle, Dannon, Unilever, PetSmart, Clorox, Mondelez, Carrabba’s and Bissell ● Published more than a dozen articles in academic and marketing journals ● Regular presenter at national conferences including American Marketing Association and Association for Consumer Research Aron Levin, Ph.D.
- 3. VP of Insights ● 20+ years in Market Research ● Held roles at Harris Interactive, TNS, and Synovate (Ipsos) ● EMI Research Solutions ● Brian.Lamar@emi-rs.com Brian Lamar
- 4. Housekeeping E M I R E S E A R C H S O L U T I O N S
- 5. What will you learn today? • “Game-Changing Decision” examples • Wave study methodology • How wave studies can be used to track impact of decisions • How Northern Kentucky University measured the impact the move to D1 Athletics had on their brand • Best practices for wave studies
- 6. What Is A “Game-Changing” Decision?
- 7. How Do You Measure The Brand Impact?
- 9. What Is A Wave Study? • Study that is fielded multiple times to the same target audience, using they same survey • Used to track difference over time • Also known as a tracker study • Essential in market research to measure • Brand metrics over time (awareness, equity, purchase intentions, etc.) • Competitive advantages / opportunities
- 11. The Need For A Tracking Study At NKU • Compare pre and post measures of NKU’s decision to move to Division 1 Athletics • Move to Division 1 was very costly; research was needed to assess its effectiveness and brand impact • Study details: • Compare measures of NKU before and after the Division 1 announcement • Initial survey: 2012 • Follow-Up survey: 2018 • 8 year time period to determine changes in key metrics
- 12. Why Move to Division 1? “This day has been a long time in the making - today we begin a new era not just for our athletics program, but for our institution and our region. Division 1 Athletics will help position the university regionally and nationally in a way that otherwise would not be possible.” James Votruba, December 2011, announcing that NKU would move to Division 1 NCAA athletics.
- 13. Study Methodology 2012 • 540 residents (18+) of Greater Cincinnati participated in an online survey • Counties included: Kenton (KY), Campbell (KY), Boone (KY), Hamilton (OH), and Clermont (OH) • Partnered with EMI Research Solutions to ensure the sample was geographically representative 2018 • 507 residents (18+) • Same geographic region • Completed same survey
- 14. Key Findings: Familiarity • Overall familiarity of NKU increased by 9 percentage points from 35% in 2012 to 44% in 2018 Measured on a 6 point scale from 1 (not at all familiar) to 6 (very familiar) All percentages are Top 2 Boxes 72% 78% 58% 25% 30% 78% 77% 64% 40% 51% 0% 25% 50% 75% 100% Kenton, KY Campbell, KY Boone, KY Hamilton, OH Clermont, OH Familiarity of NKU: 2012 to 2018 2012 2018
- 15. Key Findings: Familiarity 21% 26% 29% 42% 42% 43% 49% 63% 35% 37% 34% 35% 36% 35% 35% 28% 44% 36% 38% 23% 22% 21% 17% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Eastern Kentucky University University of Louisville Wright State University University of Kentucky Miami University Northern Kentucky University Xavier University University of Cincinnati University Familiarity - 2018 Top 2 (5,6) Middle 2 (3,4) Bottom 2 (1,2)
- 16. Key Findings: Impression • Overall impression of NKU from 2012 to 2018 was statistically insignificant 33% 44% Impression of NKU: 2012 to 2018 – Hamilton County 2012 2018
- 17. Key Findings: Division 1 & Overall Impression 4% 4% 12% 23% 31% 27% 4% 5% 24% 31% 22% 14% Poor -1 2 3 4 5 Excellent - 6 Don't Know NKU is D1 Know NKU is D1
- 18. Key Findings: Division 1 Status Knowledge 13% 19% 25% 30% 39% 53% 53% 59% 0% 10% 20% 30% 40% 50% 60% 70% Eastern Kentucky University Wright State University Northern Kentucky University Miami University University of Louisville University of Kentucky Xavier University Univeristy of Cincinnati
- 19. NKU Tracking Study Summary • Results are encouraging for Northern Kentucky University • Brand awareness has risen dramatically in the Greater Cincinnati area since moving to Division 1 Athletics • Metrics of brand impression will be measured again to see if the lift in awareness will translate in other key metrics, like enrollment
- 20. Some best practices for wave studies…
- 22. Use Multiple Sample Sources
- 24. Adjust Over Time
- 26. How EMI Can Help
- 27. The EMI Difference ● Panel specialties: B2B, Consumer and Healthcare ● Global network of 150+ certified sample sources ● 20 years of sample and survey expertise ● 24/7 program coverage ● Services include ● Programming & Hosting ● Political Polling ● Community Building ● iHUTs ● Translations
- 28. IntelliBlend® ● Patented sample blending approach ● Blend sample from traditional and non-traditional sources ● Blended in an intentional and controlled method ● Provides most representative and accurate demographic, behavioral and attitudinal data ● Custom sample plan that best fits your project
- 29. Benefits of IntelliBlend® In addition to all the benefits you get with sample blending you get: Increased accuracy and representational demographics, behavioral, and attitudinal data Increased feasibility and ability to deliver on quotas Replicable for wave studies Avoid “top-up” situations
- 30. QUESTIONS? W W W . E M I - R S . C O M / S A L E S @ E M I - R S . C O M B R I A N L A M A R : B R I A N . L A M A R @ E M I – R S . C O M D R . A R O N L E V I N : L E V I N A @ N K U . E D U
Hinweis der Redaktion
- Work on data quality, as well as design a lot of internal research around the sample landscape, which I’ll be sharing today. Typically test out new partners,
- Just a few housekeeping items before we get started. Should be no more than 45 minutes, I want to be mindful of everyone’s time Everybody is currently muted. I am going to keep it that way for the webinar. If you have any questions, please enter them into the chat box – we will try and answer all of them at the end of the webinar. We are recording the webinar today, and a copy of the recording will be sent out to you Monday. That being said, let’s get started!
- Decisions that can have a vast impact on the organization and the brand Decisions like: Expanding or shrinking Footprint New Products or Services Discontinuing Products or Services New Marketing Messaging These are just a few of the many decisions organizations face that can impact their brand
- When these decisions are made, one of the biggest questions is how do these decisions impact the brand, good bad or indifferent? And how do we measure it? Revenue? That is one indicator, but it is also affected my a myriad of other factors – how you can be sure of the correlation? What if the decision made is meant to impact the impression of the brand in a population set?
- That’s where wave studies can help.
- A term that describes successive surveys using the same questionnaire and same methods, so that changes in a brand's awareness, market share, and brand image can be tracked over time (typically referred to as Wave I, Wave II, Wave III, etc.).
- Now I am going to turn it over to Dr Levin to discuss how NKU put this principal into practice at NKU to track their brand changes in when they moved form Division 2 to Division 1 Athletics
- Provide details of what those measures are in when speaking.
- Dramatic increase of familiarity for residents of Hamilton and Clermont counties Hamilton increased to 40% in 2018, up from 25% in 2012 Clermont increased to 51% in 2018, up from 29% in 2012
- NKU now ranks 3rd in top 2 box familiarity
- Hamilton county residents did register a large increase in their impression of NKU Hamilton increased to 44% in 2018, up from 33% in 2012
- Many respondents who rate NKU high for overall impression are aware that NKU is Division 1
- NKU only has 25% awareness of Division 1 status, but that is just behind Miami University that has been in Division 1 since 1947. It is also higher than Wright State University, which has been in Division 1 for 31 years.
- Brand awareness is the foundation for all other attitudinal and behavioral metrics Brand won’t be perceived favorably, or will it be purchased if it has low awareness Let me turn it back over to Brian Lamar.
- Here are some tips
- Not every sample source is the same, and neither is the data they may provide. You want to be sure you know your sample providers, how they recruit and manage their panel, their incentive structure, and how they invite respondents. You should also be aware of their quality measures, so you won’t have to remove a lot of the data you get back.
- Using single sources in your tracker study can cause a lot of problems, ranging from data bias, running out of sample, over-representation of a single group, to data inconsistencies over the long-term. To avoid these problems, you should use multiple sample sources for your wave studies. Going a step further, if you take a systematic approach to blending your sample sources for your tracker, you can truly avoid all the problems using a single source can cause, and you can ensure the long-term viability of your wave studies.
- You want to keep as many variables of your wave study consistent, so you don’t affect your data. This means with every wave, you should launch your study at the same time of day, have it in-field for the same amount of time, and use the same sample sources. By doing this you can mitigate any unforeseen problems when you compare your data wave to wave.
- While you want to keep as many variables as consistent as possible wave-to-wave, sample panels change over time, due to changes in their recruitment methods, incentive structure, panelist turnover, and more. As panel companies change, the data their respondents provide can also change. Every year you should evaluate your sample providers and look to see if you need to replace any to ensure that your overall sample plan remains stable and your data remains reliable.
- This can help you make adjustments if you start to see your sample audiences’ response method start to change.
- Want to learn how Intelliblend can help you? Just let us know in the chat box or email me saying you want a Free Demo of Intelliblend. You can find my email address on the bottom of the slide. Just a reminder, if you have any questions, please enter them into the chat box – we will try and answer all of them. If there are any we don’t get to, I’ll reach out to that person off-line with an answer.