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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

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WHAT BASIC RESEARCH LOOKS LIKE

CONSUMER TRADE
UNDERSTANDING UNDERSTANDING
CONSUMER INSIGHTS & RETAIL MEASUREMENT
INNOVATION (CI) SERVICES (RMS)
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Qualitative & Quantitative Syndicated and Customized


Syndicated (Tracking/Omnibus)

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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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Brand health tracking Customer satisfaction Employee satisfaction

Mystery Shopping Volume Forecasting Pack Tests

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Consumer Research

Primary Secondary

Internal External

Interviewing Observation

Sample
survey
Qualitative Quantitative
Census
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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
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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:
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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.

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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


Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Identify the segments who drive your product

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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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Shopper
Activation
Prognosis
Foresight

Brand Builder Communications


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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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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?

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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?
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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)
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Extensive
segmentation Identify most profitable Fewer, better products
analysis segments

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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


Copyright ©2015 The Nielsen Company. Confidential and proprietary.

Focused and effective communication development and delivery

Improving products and services to meet customer needs

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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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Teenage boys
comprise Moved to #1
22% of the in product category
market opportunity

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INNOVATION
Maintaining the “Edge”
INNOVATION |

INNOVATION
How do we develop, price and promote products?

Develop and prioritize innovation concepts aligned with


consumer demand

v
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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

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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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

• 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

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INNOVATION |

PRODUCT TESTING SUITE


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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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

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INNOVATION |

PRODUCT TESTING SUITE


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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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

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INNOVATION |

PRODUCT TESTING SUITE


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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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

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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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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INNOVATION |

EARLY BRAND EVALUATION FRAMEWORK


Total Population

Non-Aware Aware

Aware Non-Trier Triers

Current Users

Lapsers

Consumers are classified into groups based on


Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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.

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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


Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Get to know exactly how consumers behave in a purchasing


scenario

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SHOPPER STUDIES
PERFORMANCE MANAGEMENT |

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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Shopping
Activate shoppers effectively, by
optimizing store, aisle, shelf and
point of sale execution
(in-store and online)
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PERFORMANCE MANAGEMENT |

UNDERSTAND SHOPPERS

Needs, Habits & Decision Making

Shopper Journey (to Purchase)

Shopper Segmentation

Trip Missions
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Category Fundamentals

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PERFORMANCE MANAGEMENT |

STRATEGIZE SHOP
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Store Location/ Store Choice / Shopper Share of Wallet


Catchment Retailer Equity Satisfaction

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PERFORMANCE MANAGEMENT |

ACTIVATE SHOPPING

Navigation and
Traffic Flow

Shelf and Portfolio


Purchase Triggers Management
and Barriers
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Effective POS
Communication
Pricing and Promotion
Activation

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NIELSEN’S eQ™
PERFORMANCE MANAGEMENT |

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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

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.

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PERFORMANCE MANAGEMENT |

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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

iii. Avoids top loading or neutral scores


iv. Provides detailed analysis by customer type, etc LEAST IMPORTANT

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CONSUMER PRICING & PORTFOLIO
PERFORMANCE MANAGEMENT |

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


Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Questions Questions Pricing &


Portfolio
Solutions

Portfolio Custom research


designed to meet your
Questions business objectives

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PERFORMANCE MANAGEMENT |

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
Copyright ©2012 The Nielsen Company. Confidential and proprietary.

Increasing variance versus in-market reality


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