Consumer Insights

TYPES OF RESEARCHES
Details of Consumer Research services offered are:
Qualitative Research Quantitative Research

• Focus group Discussion • Product testing
• In depth Interviews • Concept testing
• Ethnography • Brand Health Tracking
• Dyads and triads • Shopper Research
• Mini Groups • Advertising Testing (pre & post)
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• Observation • Customer Satisfaction

• In home Visits • Pricing Studies
• Interpretive Research • Custom design studies with varied
• Cognitive Interviewing methodologies
8
WHAT BASIC RESEARCH LOOKS LIKE
CONSUMER TRADE
UNDERSTANDING UNDERSTANDING
CONSUMER INSIGHTS & RETAIL MEASUREMENT
INNOVATION (CI) SERVICES (RMS)
Qualitative & Quantitative Syndicated and Customized

Syndicated (Tracking/Omnibus)
15
CONSUMER INSIGHTS OVERVIEW
CI ADDRESS A LARGE SPECTRUM OF NEEDS …
Consumer attitudes
Shopper behaviour Idea generation
and behaviour
Concept testing Product testing Pricing decisions
Consumer
Advertising testing Brand image
promotions
Brand health tracking Customer satisfaction Employee satisfaction
Mystery Shopping Volume Forecasting Pack Tests
18
Consumer Research
Primary Secondary
Internal External
Interviewing Observation
Sample
survey
Qualitative Quantitative
Census
Postal
In-depth Face-to-face
Group In home survey
discussion visits interview
Mobile
Telephonic
survey
Shop along Ethnography Online

IVR Interactive
Voice Response survey
20
CONSUMER RESEARCH
QUANTITATIVE
THE PATH TO PERFORMANCE
Faster, smarter more confident decisions to improve performance
CONSUMERIZATION: INNOVATION: MARKETING PERFORMANCE

Organize around Improve how EFFECTIVENESS: MANAGEMENT:
consumers; build companies Engage Activate plans

proprietary innovate; integrated consumers through superior
understanding about from white space to through effective sales execution
your most profitable launch support and efficient
consumer – then marketing
activate the entire
organization.
22
CONSUMERIZATION
Organized to be Consumer Centric
CONSUMERIZATION |
CONSUMERIZATION
Who are my best consumers & how do I meet their needs?
Discover the strength of your brand and what drives the consumer
Detecting the undertone and discovering the hidden

Identify the segments who drive your product
24
WINNING BRANDS
CONSUMERIZATION |
WINNING BRANDS
Faster, smarter more confident decisions to improve performance
Health Check
Consumer Research Brand Activation

Categories
Consumer Panel
Share growth
Retail Measurement Sales/profitability
growth
Media Measurement
Shopper
Activation
Prognosis
Foresight
Brand Builder Communications

26
CONSUMERIZATION |
HOW ARE CONSUMERS INTERACTING WITH

YOUR CATEGORY?
ATTITUDES
Consumers’ expectations
from the category and
+ USAGE
Usage observations;
their perceptions around current habits and
its benefits behaviour
Ensure relevant offerings

targeted to consumers
Source : Winning Brands Categories U&A 27

CONSUMERIZATION |
IN-DEPTH VIEW OF CONSUMPTION BEHAVIOR

PROVIDES CUES TO INNOVATION & GROWTH
Source : Winning Brands Categories U&A
WHO WHEN WHERE WHAT WHY/NOT HOW

WHO are your WHEN they WHERE do WHAT products WHY do HOW is the
current and use and usage and and brands are consumers product
prospective purchase purchase occur, competing to choose, or not consumed for

consumers, what products, what what influences address the choose, a each
are their drives choice it, and are needs of each particular occasion?
behaviours, and products Need state product/brand
beliefs and determines purchased on Opportunity in specific
lifestyles? their needs impulse or and how are types of
planned? they occasions?
performing?
28
CONSUMERIZATION |
FOLLOWS A NATURAL RELATIONSHIP PATHWAY

Familiarity How well do I know you?
STRENGTH
Quality What is my overall impression of you?
Are you on my radar screen when it’s time to

Consideration
make a choice?
When your brand is mentioned, is my instinct one

EQUITY OUTCOMES
Connection of brand love or brand hate?

Do I perceive you as a good fit for me personally?
Do I choose you above all other brands?

Preference Would I choose you when my brand is not
available?
Would I recommend you?

Affirmation
Would I go the extra mile to buy or use you?
Source : Winning Brands Health Check 29
CONSUMERIZATION |
WHERE IS YOUR BRAND LOSING ITS FRANCHISE?
RECOMMENDERS HIGH
(recommend the brand to others) 40 Ensuring COMMITMENT
PREFERERS emotional loyalty
(prefer the brand over competitors) 41
DEPENDABLES 31
(use brand most often) Ensuring
REGULARS brand performance
(regularly use brand) 46
TRIALISTS 85
(have tried it) Providing
CONSIDERERS brand relevance
93
(regular use/will consider buying in future)
AWARE 41 36 22 Achieving
(top of mind, spont, total awareness) LOW
brand saliency
COMMITMENT
NON-CONSIDERERS
(will not consider brand) 6
Source : Winning Brands Health Check 30

SEGMENTATION
CONSUMERIZATION |
IDENTIFY YOUR MOST PROFITABLE CONSUMERS

Segmentation and Local Market Solutions
Full Wallet Lifestyles and Neighborhood Media

of Products Demographics Composition Channels Usage
Extensive
segmentation Identify most profitable Fewer, better products
analysis segments
33
CONSUMERIZATION |
BENEFITS OF SEGMENTATION
Identify most and least profitable customers
• Able to focus marketing efforts on customers are most likely to adopt
• Avoiding the markets which are not profitable for you
Build loyal relationships with customers by developing them the products and services
they want
Identifying new product opportunities
Getting ahead of the competition in specific parts of the market

Focused and effective communication development and delivery
Improving products and services to meet customer needs
34
CONSUMERIZATION |
CONSUMERIZATION IN ACTION
SITUATION RESOLUTION RESULTS

Identify new market
Reach previously
opportunities & unmet untapped demand
demand Household penetration
increased 3.5% within
a year
40% increase in sales to

$400 Million
Teenage boys
comprise Moved to #1
22% of the in product category
market opportunity
37
INNOVATION
Maintaining the “Edge”
INNOVATION |
INNOVATION
How do we develop, price and promote products?
Develop and prioritize innovation concepts aligned with

consumer demand
v
1 INVESTIGATE 2 DEVELOP 3 CREATE

Consumers’ underlying Subconscious motivations Innate reactions to
attitudes towards to understand what marketing, pinpointing
your brand appeals to consumers what is and isn’t working
39
CONCEPT/PRODUCT TESTING SUITE
INNOVATION |
PRODUCT TESTING SUITE

HIERARCHY What does it tell you?
ASSESSOR • Which product attributes are important for consumers while evaluating a product?
• Which attributes differentiate the products in the market?
Prioritization of Product
attributes to
• understand which
attributes to focus How it is done?
upon while developing
product acceptable to • Products are tasted by the consumers and their evaluation on ‘Overall liking’ and individual attributes
consumers is captured
• differentiate own • Relevant Multivariate Statistical tools are used on the data captured
product
• No additional questions required – therefore no effect on questionnaire length
• Applicable for the mostly followed designs like Monadic and sequential Monadic designs
41
INNOVATION |

PEFORMANCE What does it tell you?
DETAILER • How does the product perform on key attributes?
• Do the different consumer groups evaluate them differently?
• If a new formulation is introduced how vulnerable is it against the current formulation?
Aid in decision making

about
• whether to modify
existing product?
How it is done?
• Whether new • Products are tasted by the consumers and their evaluation is captured
formulation should be • Either in a CLT or In-home setting
launched? • Designs : Monadic / Sequential monadic / proto-monadic etc

• Data is analysed by various consumer groups and product placement wise to understand the
performance in various different contexts
• Measures are compared against norms for key measures
42
INNOVATION |

BALANCE What does it tell you?
DETECTOR • Which of product attributes needs improvement?
• Specifically, what should be the direction of improvement?
• E.g. whether the level of salt should be increased or decreased?
Clear direction for

product modification
How it is done?
• Consumer feedback is captured on ‘Just Right’ scales for specific attributes
• The analysis is focused towards understanding the affect of ‘Too Much’ or ‘Too less’ perception on
overall product acceptance

• This analysis also takes into account the varying strengths of opinion e.g. it attaches different
weightages for ‘Little too strong’ and ‘Much too strong’
• It arrives at a SINGLE composite number ‘Balancing Index’ which determines whether the attribute
needs tweaking
43
INNOVATION |

OPTIMUM What does it tell you?
EFFECT • What is the magnitude of increase in ‘Overall Acceptance’ due to improvement in multiple attributes
MODELLER identified through Balance Detector?
• Which combination of attributes has the maximum potential to increase acceptance?
Aid in decision making

about
How it is done?
• whether a Product
• Data gathered from the product test is modeled using proprietary algorithm
should be
reformulated or not • Multiple combinations of attributes identified is taken as inputs and the best combination is
identified through predictive modeling

• which combination
of attributes to work • 2, 3 or even more attributes can be taken together to estimate the affect of Improvement
upon
44
EARLY BRAND EVALUATION (EBES)
INNOVATION |
EARLY BRAND EVALUATION (EBES)

• It is a market research tool designed to obtain consumer feedback of a newly launched brand
or a re-launch. Results from an EBES may reflect upon the degree of success of a brand’s
marketing mix
• An EBES provides understanding towards the new brand’s health by classifying consumers
into the following four groups based on their awareness and usage of the newly launched
brand:
Aware
Non Current
Non Lapsers
Aware Users
Triers
55
INNOVATION |
EARLY BRAND EVALUATION FRAMEWORK

Total Population
Non-Aware Aware
Aware Non-Trier Triers
Current Users
Lapsers
Consumers are classified into groups based on

their awareness & usage of the brand. EBES

identifies action points to grow the brand
among each of the groups by examining
important elements of the marketing mix across
the above groups.
56
PERFORMANCE MANAGEMENT
Nielsen’s research capacity & experience
PERFORMANCE MANAGEMENT |
PERFORMANCE MANAGEMENT
Retailer – How can I better collaborate with manufacturers to drive trips and baskets?
Understand retail spending and shopper behavior

Get to know exactly how consumers behave in a purchasing

scenario
75
SHOPPER STUDIES
OUR ANSWERS HELP YOU WIN SHOPPERS WITH

THE RIGHT TACTICS
Shopper Shop
Understand shoppers, Strategize channels and
demands, decision making, stores, and measure the retail
and shopping journey experience
Shopping
Activate shoppers effectively, by
optimizing store, aisle, shelf and
point of sale execution
(in-store and online)
77
UNDERSTAND SHOPPERS
Needs, Habits & Decision Making
Shopper Journey (to Purchase)
Shopper Segmentation
Trip Missions
Category Fundamentals
78
STRATEGIZE SHOP
Store Location/ Store Choice / Shopper Share of Wallet

Catchment Retailer Equity Satisfaction
79
ACTIVATE SHOPPING
Navigation and
Traffic Flow
Shelf and Portfolio

Purchase Triggers Management
and Barriers
Effective POS
Communication
Pricing and Promotion
Activation
80
NIELSEN’S eQ™
NIELSEN’S eQ™
We then understand from retailers,
Retailers’ satisfaction is defined & which factors are more important in
driven by many broad factors which A driving satisfaction
are first identified
B
Similarly, within each factor, retailers
indicate the importance across attributes
Factor
Client C
A
Product
Retailers satisfaction with client product
across all factors and attributes is
D collected
V Retailers satisfaction with identified

benchmarking companies and the best in
class as felt by the retailer is also
X
Retailers collected
Factor
B The findings are reported considering the
Y
importance and performance across
factors & attributes and benchmarked
with competition to give us clear
Z improvement areas
Each of the factors comprises of
individual attributes that define all
aspects of the factor.
83
eQ™ IMPORTANCE RATING
• Differing needs and expectations across MOST IMPORTANT

respondent segments
Allows ranking of
• Hence the need to ask respondents factors
directly what is important to them
• Helps clients “prioritize” their limited
resources Anchor
Captures distance points
between rank orders
We use a 100 point scale which has;
i. Better discriminating power
ii. More reliable and meaningful
iii. Avoids top loading or neutral scores

iv. Provides detailed analysis by customer type, etc LEAST IMPORTANT
84
CONSUMER PRICING & PORTFOLIO
IT’S A COMPLEX WORLD IN BRAND

MANAGEMENT…
• Managing categories and innovation in today’s complex marketplace often requires
understanding what is happening across a portfolio of SKUs, brands and even different
manufacturers.
• Understanding interaction across one or several brands or portfolios is a challenge, since
new items or re-launches interact with each other, parent brands, and competitors.
• What can Nielsen do to help?
Pricing Competitive Consumer

Questions Questions Pricing &

Portfolio
Solutions
Portfolio Custom research

designed to meet your
Questions business objectives
87
ADVANCED PRICING SOLUTIONS FOR ANY

SCENARIO
Nielsen Consumer Pricing & Portfolio Solutions
Nielsen Custom Nielsen DecisionPoint

Analytics Nielsen PriceItRight • New brands or restages
• Existing SKUs • New pack sizes or variants • Price changes broader
• Price changes in-line with • Price changes broader than than in-market observation
historical variance in-market observation • In-market share data is
• In-market shares & • In-market elasticities are unreliable
elasticities are reliable unreliable • Unseen promo tools
Increasing variance versus in-market reality

88

Consumer Insights

Caricato da

Informazioni sul documento

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Consumer Insights

Caricato da

Copyright:

Formati disponibili

TYPES OF RESEARCHES

Details of Consumer Research services offered are:

Qualitative Research Quantitative Research

• Observation • Customer Satisfaction

Qualitative & Quantitative Syndicated and Customized

Concept testing Product testing Pricing decisions

Brand health tracking Customer satisfaction Employee satisfaction

Mystery Shopping Volume Forecasting Pack Tests

Shop along Ethnography Online

CONSUMERIZATION: INNOVATION: MARKETING PERFORMANCE

consumers; build companies Engage Activate plans

Detecting the undertone and discovering the hidden

Identify the segments who drive your product

Consumer Research Brand Activation

Brand Builder Communications

HOW ARE CONSUMERS INTERACTING WITH

Ensure relevant offerings

Source : Winning Brands Categories U&A 27

IN-DEPTH VIEW OF CONSUMPTION BEHAVIOR

WHO WHEN WHERE WHAT WHY/NOT HOW

prospective purchase purchase occur, competing to choose, or not consumed for

FOLLOWS A NATURAL RELATIONSHIP PATHWAY

Quality What is my overall impression of you?

Are you on my radar screen when it’s time to

When your brand is mentioned, is my instinct one

Connection of brand love or brand hate?

Do I choose you above all other brands?

Would I recommend you?

WHERE IS YOUR BRAND LOSING ITS FRANCHISE?

Source : Winning Brands Health Check 30

IDENTIFY YOUR MOST PROFITABLE CONSUMERS

Full Wallet Lifestyles and Neighborhood Media

Identifying new product opportunities

Getting ahead of the competition in specific parts of the market

Focused and effective communication development and delivery

Improving products and services to meet customer needs

SITUATION RESOLUTION RESULTS

40% increase in sales to

Develop and prioritize innovation concepts aligned with

1 INVESTIGATE 2 DEVELOP 3 CREATE

PRODUCT TESTING SUITE

PRODUCT TESTING SUITE

Aid in decision making

launched? • Designs : Monadic / Sequential monadic / proto-monadic etc

PRODUCT TESTING SUITE

Clear direction for

overall product acceptance

PRODUCT TESTING SUITE

Aid in decision making

identified through predictive modeling

EARLY BRAND EVALUATION (EBES)

EARLY BRAND EVALUATION FRAMEWORK

Aware Non-Trier Triers

Consumers are classified into groups based on

their awareness & usage of the brand. EBES

Understand retail spending and shopper behavior

Get to know exactly how consumers behave in a purchasing

OUR ANSWERS HELP YOU WIN SHOPPERS WITH

Needs, Habits & Decision Making

Shopper Journey (to Purchase)

Store Location/ Store Choice / Shopper Share of Wallet

Shelf and Portfolio

V Retailers satisfaction with identified

eQ™ IMPORTANCE RATING