Using mobile to understand the consumer brand experience - Millward Brown

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

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Using mobile to understand the consumer brand experience

Presented by: Marie Ng [email protected]

How can we think about mobile research?

2

Sometimes it’s both! We can conduct research ‘about’ mobile, ‘using’ mobile.

Is the research…

2. ‘Using’ mobile

As a research methodology

1. ‘About’ mobile

Understanding mobile as a

marketing channel

What is brand experience?

3

Understanding the brand experience is important to round out our knowledge of brands, and to help us make better creative and media decisions

• Brand experience is

understanding the way

consumers encounter brands

• Includes paid advertising, but

also product usage,

conversations with friends etc

How can mobile help capture the consumer brand experience?

4

Mobile can help us get closer to consumers while they’re in the moment, allowing us to get a more granular read on brands

• Previous methodologies help

understand how consumers

think and feel about brands at

a high level; using recall-

based methods

• Mobile can help us

understand vey specific

moments; in the moment, in

real time

5

Key Questions

1. How do brand experiences impact

the way consumers think and feel about

a brand?

2. How can we understand the way

consumers navigate through different

brand experiences?

How did this study work?

BRAND SURVEY

ONLINE

EXPERIENCE DIARY

MOBILE

RECRUIT TARGET

AUDIENCE

Total study length: 5 weeks

6

ONLINE

COMMUNITY

1 2 3

1 week

4

7

So what did we find?

1. How do brand experiences impact

the way consumers think and feel

about a brand?

2. How can we understand the way

consumers navigate through different

brand experiences?

Brand’s current position

8

• New launch in early 2012

• Challenge is raising awareness and generating trial

29

95 94

10

79

52

Awareness

Trial

34%

Conversion

83%

Conversion

55%

Conversion

*Average Conversion Rate In Study: 72%

Brand X

But those that experienced the brand generally had a good experience

*Results similar across category 9

85

13 2

Top 2 Box (Positive) Neutral Bottom 2 Box (Negative)

Feelings Toward Brand (By All Experiences)

65

13

3

Top 2 Box No Change Bottom 2 Box

Likelihood to Choose Brand Again (By All Experiences)

10

So what did we find?

1. How do brand experiences impact

the way consumers think and feel about

a brand?

2. How can we understand the way

consumers navigate through

different brand experiences?

The online community revealed how different encounters were influencing consumers decisions

If I am looking to switch products,

reviews and recommendation of friends

is the number one thing I look for

I'll take performance over price and

price over smell

I would check to see if I had any

coupons. When I got to the store I would

consider the coupons along with any sales

and buy whatever seemed to be the best

deal

I don't buy my products from the salon, but

do rely heavily on the recommendations of

my stylist

[In reference to TV ads]

- every one of them is

about pretty girls with

pretty hair that shines

and moves in a slow

movement, I would like

to see something

totally new to get me

going in

30%

22%

16%

12%

20%

We identified groups of people who encountered the category in similar ways

12

5. Social shoppers

Shopping, coupons, hairdresser

advice. Value expert advice, main

household purchaser, manages

budget and careful about spending

2. Deal hunters

3. Classic entertainment

Predominantly experienced the

category in the shower/bath

Rely heavily on product experience,

and on-pack information

1. Product enthusiasts

Online, social, mobile.

Younger and less affluent

Very social either online or real life

conversation

4. Digital Savvy

% of consumers

Learn about brands on TV and

through product usage.

Shopping and in-person

conversation

But not all encounters are created equal – some are more memorable than others

13

I Used It In The Shower/bath 51% 61%

While Shopping 8% 20%

Online (online advertising, brand website) 0% 23%

On Social Media 2% 17%

Conversation With A Friend Or Family Member 1% 15%

Conversation With A Hairdresser/stylist 9% 8%

Mobile Ad 1% 2%

Magazine Ad 3% 5%

Radio Ad 0% 2%

Outside Billboard 1% 2%

Mailing Leaflet 3% 3%

TV Ad 3% 18%

Coupon 9% 6%

Percentage of respondents who had ‘very positive’ experiences for each encounter.

Deal Hunters Digital Savvy

Mobile can help understand not just where encounters are happening, but also WHEN

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Deal Hunters Digital Savvy

Mobile can help understand not just where encounters are happening, but also WHEN

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Time of day (24 hr time)

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Deal Hunters Digital Savvy

2 key takeouts

16

1. Mobile can complement existing

types of research by allowing us to

get more granular insight

2. When designing mobile research,

keep mobile’s role simple – consider

complementing with other

methodologies

17

Thank you.

Presented by: Marie Ng [email protected]

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry