Product design by online demand analysis: Researching consumer behavior through user queries to improve Lighting Products Design and Green Marketing Strategies in United Kingdom, Sweden and Spain

1. 1
Jorge Serrano-Cobos
ADM-Global Conference. Valencia, Spain, 2013
Product design by online
demand analysis:
Researching consumer behavior
through user queries to improve
Lighting Products Design and
Green Marketing Strategies in
United Kingdom, Sweden and
Spain

2. Green Marketing Definition
“The marketing of products that are presumed
to be environmentally safe”
(green-markets.org)
2

3. “Green” everywhere
• There are currently more than 400 environmental labels worldwide
(www.ecolabelindex.com).
• Global market for low carbon environmental goods and services is estimated
at €4.2 trillion.
• EU companies' market share is 21% (UK Department for Business,
Innovations and Skills, 2012)
• 90% of consumers buy green products at least sometimes (Eurobarometer)
• 39% of consumers say business claims about the environment are not
accurate (GFK, 2011)
• Only 6% of EU citizens trust producers’ claims about their products’
environmental performance completely (Eurobarometer, 2009)
3

4. Why studying green terms awareness
• The European Commission has adopted in April 2013 the Single Market for
Green Products initiative, which introduces a set of principles for
communicating the environmental performance of products and
organisations.
• “Better understanding consumer behaviour and attitudes is a key
component to properly implement this new policy initiative.”
(European Commission, 2013)
4

5. How studying green terms awareness
• The classic way:
SURVEYS
(European Commission, 2013)
5

6. How studying green terms awareness
• The classic way:
SURVEYS
A different method?
(European Commission, 2013)
6

7. Methodology
Google's market share:
Spain - 93%
UK - 90.39%
Sweden - 80%
7
(Source: http://googlesystem.blogspot.com.es/)
http://seo.ericanfly.com

8. Methodology
8

9. Methodology
Tool: Google Keyword
Planner
Input: Seed keywords
Output: queries (search
phrases) related to
seed keywords
9

10. Results
• Queries analyzed: 910 total queries, summing up 1.007.490 searches (monthly average)
– 381 in UK market, searched in english
– 187 in Spain, searched in spanish
– 342 in Sweden, searched in swedish
• Four groups of queries, classified by topic relationship
– Eco-Lighting
– Lighting
– Recycling
– Energy savings
• Analyses performed:
– Green terms search volume vs. non-green terms
– Green terms ocurrence analysis
– Seasonality
– Qualitative analysis
10

11. Results (example)
Keyword
Avg. Monthly
Searches
eco-leds 4.400
eco-light 4.400
eco-luces 4.400
bombillas de bajo consumo 2.400
lámparas de bajo consumo 50
eco led 20
eco-led 20
bombillas ecológicas 10
eco-iluminación 10
iluminación barata 10
iluminación de bajo consumo 10
iluminación verde 10
lámpara ahorro de energía 10
11
Keyword Avg. Monthly Searches
energy saving light bulbs 5.400
energy saving bulbs 1.600
low voltage lighting 1.000
energy efficient light bulbs 720
low energy lighting 590
energy efficient lighting 320
energy saving light bulb 320
green lighting 320
energy saver bulbs 260
energy saving bulb 260
eco led 210
eco-led 210
eco-lighting 210
gu10 energy saving 210
energy saving lamps 170
green lights 170
eco light bulbs 140
energy saver light bulbs 140
energy saving lights 140
eco-light 110
energy efficient bulbs 110
eco-lights 90
Spain UK

12. Results
12
Eco-Lighting Lighting Energy savings Recycling
Spanish / Spain 15,750 78,930 7,010 37,430
English / United Kingdom 12,890 455,840 121,230 179,000
Swedish / Sweden 30 88,820 6,660 3,820
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
averagesearches/month
Average searches comparison per country / queries groupings

13. Results
13
• Green terms ocurrence analysis:
Is the volume of queries where green terms are used in
combination with other terms, versus number of queries
(topic related) where are no used at all.
• Examples:
– “Eco-led”
– “Eco luminaries”
– “Eco lights”
– “outdoor lighting”
– “under cabinet lighting”

14. Results
Words with more occurrences (English, UK, total) Tool: http://www.wordle.net/14

15. Results
15Words with more occurrences (English, UK, Lighting and Eco-Lighting)

16. Results
Words with more occurrences (Swedish, Sweden, total) 16
(Lighting) (outdoor)

17. Results
17Words with more occurrences (Swedish, Sweden, Lighting and Eco-Lighting)

18. Results
18Words with more occurrences (Spanish, Spain, total)

19. Results
19Words with more occurrences (Spanish, Spain, Lighting and Eco-Lighting)

20. Results
20
eco low
saving /
saver
energy
saving /
saver
green efficient recycle recyclable recycling recycled
% Spain total queries 3.19% 1.60% 8.51% 7.45% 1.06% 1.06% 2.66% 0.53% 20.21% 2.13%
% UK total queries 3.40% 0.52% 11.52% 2.36% 0.79% 0.79% 6.81% 1.05% 12.30% 1.31%
% Sweden total queries 0.58% 0.00% 1.75% 3.80% 0.58% 0.88% 0.58% 0.29% 1.46% 0.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Queries
Green terms vs. total queries

21. Results
21
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Searchesaverage
Seasonality of searches in UK
Eco-Lighting
Lighting
Energy savings
Recycling

22. Results
22
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Searchesaverage
Seasonality of searches in Sweden
Eco-Lighting
Lighting
Energy savings
Recycling

23. Results
23
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Searchesaverage
Seasonality of searches in Sweden
Eco-Lighting
Lighting
Energy savings
Recycling

24. Results
24
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Averagesearches
Eco-Lighting search seasonality comparison
Spanish / Spain
English / United
Kingdom
Swedish / Sweden

25. Results
25
0
2,000
4,000
6,000
8,000
10,000
12,000
Averagesearches Energy savings search seasonality comparison
Spanish / Spain
English / United
Kingdom
Swedish / Sweden

26. How studying green terms awareness
EUREKA!
(European Commission, 2013)
26

27. Conclusions
• When thinking of using content marketing as a part of marketing efforts, it is
important to understand country´s user specific behavior.
• To be more energy efficient in order to save money in energy, is really
determinant.
• The weight of “recycling” terms gives a hint of what kind of real green term
can be used as reinforcement in promotional texts or content marketing
campaigns, if the product is recyclable.
• Discussion:
– Why the low average searches on Sweden using green term?
– Green terms are no more key components within a value proposition?
– What about energy savings or recycling?
27

28. THANK YOU!
COMMENTS?
28

29. 29
Jorge Serrano-Cobos
jorge@masmedios.com
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