Resistance is futile, you will be Assimilated - ESOMAR MENAP '17

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Digital Revolution – Assimilation over 5 decades

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1960 1970 1980 1990 2000 2010 2016

Digital Revolution – Assimilation over 5 decades

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70 inches 7 inches

1960 2016

Digital Revolution – Assimilation over 5 decades

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70 inches 7 inches

1960 2016

Reverse Aging –Devices are Smaller & Lighter & Faster

Digital Revolution – Assimilation In Middle East region

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Source of Data : www.emarketer.com

# Internet users almost doubled in the last 5 years

2012 2017

258

435

Digital Revolution – Assimilation In Middle East region

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Source of Data : www.emarketer.com

The smartphone penetration in the gulf rose to 93%

93%# Internet users almost

doubled in the last 5 years

Average # of apps on device

95Unique interactions in a day with the

web

102Average # of apps used in a day

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Number of activities done & time spent on an average smartphone

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Total time spent is 160 minsAll data is in mins / Via passive meter on Android

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11

9

8 6

5

55

3

3

2

2

2

2

2

1

19

22

30

12528

5

All This, But We Are Resisting

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Offline Methods94%

Online Methods6%

Reality Check

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Are non digital survey method still relevant for Middle East Region ?• F2F - Assimilation or

Annihilation?

Do different survey mediums reach different audiences?

Which method is able to access the hard to reach audiences and at what day/time/occasion?

How can digital insights help brands like Etihad meet customer needs and drive breakthrough innovation?

The Hypothesis: Does Methodology Matter

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Accuracy of claimed behavior

The Target Audience reached

Response Patterns

Research Methodology

• Quantitative Survey – CAPI (interviewer assisted)

• Quantitative Survey – CAWI Method Mobile and Desktop (Self-administered)

• Passive Meter – (Via Smartphones)

• Longitudinal Behavioural Analysis – (Via Online Panel Community)

Our research to understand how digital adoption in Middle East is going to significantly change the way we understand consumers going forward

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Target Audience

Age: 18 years & above• Those who have travelled

internationally in past 12 months

• Smartphone OwnersInterviewed via 3 methods• Interviewer Assisted CAPI• Self administered via

Desktop CAWI• Self Administered via

Mobile CAWI

Sample Coverage

N = 900Across 3

Minimum N = 75 in each cell across methods to maintain statistical significance

Identifying most active hours during day and part of the week allowing deep insights on consumer’s activity

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Identifying most active hours during day and part of the week allowing deep insights on consumer’s activity

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Online PC Online Mobile

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Sun Mon Tue Wed Thur Fri Sat

Week Days Weekends

Response distribution weekdays and weekend

66%52%

19%

81%48%

34%

Survey Taken

Next Survey

5 Days

10 Days

15 Days

The Survey Hangover - by methodology

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15 Days

5 Days3 Days

PC Face to FaceMobile

PC

Mobile

F2F

11

29

13

40

37

28

33

26

33

13

5

13

4

2

13

Response distribution by Age groups

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18-24 years 24-34 years 35-44 years 45-55 years Over 55 years

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Electronic products

Travel tickets

Apparel and accessories

Home appliance and furniture’s

Food and beverages

Consumer packaged goods

Medicines

83%

79%

53%

46%

36%

29%

14%

82%

78%

59%

42%

41%

29%

18%

64%

66%

53%

41%

34%

34%

9%

Whether purchase online?

91% 95% 83%

Online PC Online Mobile Face to Face

10 13 15

Survey engagement– Agile Attributes

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Online PC Online Mobile Face to Face

Average # of Brands Recorded

LOI in Minutes

1 10

8

1 10

8

1 10

5

Mind Measure : Brand Awareness Ranking

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Online PC Online Mobile Face to Face

1

2

3

4

5

Mind Metrics : Spontaneous + Aided Awareness

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Online PC Online Mobile Face to Face

89%

77%

71%

57%

51%

90%

75%

72%

61%

52%

72%

59%

65%

40%

37%

Engagement with Survey – Durable Attributes

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Online PC Online Mobile Face to Face

Standard Deviation across 16 importance factors within each of

the methodologies

Average # of attributes associated

1 10 1 10 1 10

2.4 2.9 2.1

5.6 5.5 4.9

Does All This Really Matter

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Researchers and Marketers Know • We are poor witness to our own

behavior• Involuntary and voluntary lying

exists

Researchers and Marketers Need• Understanding of Behavior is

important for clients and researchers

A knowhow of when to target the email or push notification, 40-60% increase in response rate via digital methods.

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Response Density Without Time

Channel Targeting

Response Density With Time Channel

Targeting

Response Complete Dropout

+40%

MobilePC

+63% +10%

Face to Face

Behaviour of online Vs traditional shoppers

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Although # of international travels done are similar across online and traditional shoppers, their behaviour on type of travel is different.

Shop Online

Not Shop Online

4.6 3.9

First /Business Class

Shop Online

3.4 4.1

Not Shop Online

Premium Economy/Economy Class

Behaviour of online Vs traditional shoppers

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Data suggests that the younger age group are moving and moving rapidly towards digital consumption while the older age group are still inclined towards traditional medium

18-24 24-34 35-44 45-55 55+

16%

14%

40%

23%

32%

29%

9%

26%

3%

8%

Mean(In Years)

33.89

38.38

Online Shopper

Traditional Shopper

41%

27%

FrequentFlyers

InfrequentFlyers

59%

73%

Mismatch of claimed survey data Vs Behaviour data

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PC

App Usage

Shopping

Time Spent Online

Claimed Actual

3.2X

3X

2.2X

1.8X

2.2X

1.5X

Mobile

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Learnings and Recommendation

Learning and Recommendation : Impact on Research Design

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Right timeright device

TG reach by device

Study Design

What can we achieve?

• Improve Audience Reach• 28% improvement on survey engagement index.

• Lower Cost & TAT.• Nearly 50% boost on Response Rate

Field Planning

SamplingAnalysis & reporting

Topic of interest

by device

Right channel

MobileWeb

Learning and Recommendation : Impact on Marketing

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Market Readiness (High digital penetration)

Transaction with airlines industry differ among

different target audiences

Marketing implications for Etihad

LeisureBiz/1st class

Frequent flyerMillennials & Youth

Non LeisureBiz, eco & premium

Older age groups

Talk to young audience with youthful messages

Use digital channelsPromote Biz & 1st class

Long lengthy ads used for brand building

Group Discounts Conventional media channels used

for promosShort tactical campaign

Online Offline

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Recap

Summary

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If we are to understand people, we have to go where they are

Alongside that the battle for screen estate is massive

More engagement = more accurate and honest, spontaneous answers when it comes to research

Summary

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People lie (often unintentionally). That is just as important as the truth, because self-belief / self-delusion is that individual’s reality –especially in the Middle East

Digital is clearly the most representative route; combine with the clever targeting we have just described. For Etihad this means we have a desire to do everything according to where the consumer is.

This is genuinely device agnostic, digital first and involves the consumer. This is not typical research, sometimes co-creation, sometimes small samples. Consumer intimacy is the key.

If you do not move with the times, we are inviting to be assimilated, subsumed and destroyed.

Seismic changes are dramatically impacting the Middle East region, and with this, digital medium for all marketing elements including consumer understanding is on the cusp of exploding into the fray. As the Borg said in Star Trek, “Resistance is futile. You will be assimilated.”

Summary

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Dushyant Gupta

@guptadushyant

Paris Hector

@hectorparis