Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or evaluating or purchasing any product. We wanted to capture this interaction and how this influences the path to purchase for the category. The goal was to reduce reliance on claim-based research techniques, especially owing to the complexity of the digital touch-points to mobile phone purchases, and move to observation-based research.
In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact of our insights;- The bottom-line impact to Japanese business.
The volatility of the airline business, navigating oil prices, the environment, exchange rates, etc.makes CX investment decisions very challenging. Monetising NPS and creating a calculator to identify economic return enabled us to gain buy-in for US$4 million of CX improvements only a few weeks after implementation (such as more comfortable seating, tastier flight meals or more engaging in-flight entertainment). A series of interviews with key stakeholders helped create engagement with the project, and identified needs and challenges. The business needed a single framework that was consistent, simple and accurate. By using a Voice of the Customer data collection programme, integrating data from multiple sources and analysing the data from multiple perspectives, we were able to link flight touch-points to NPS which, in turn, linked to customer churn and revenue. Teams now use an interactive calculator to identify the return to the business by inputting target segments, market conditions and expected change in touch-point performance. This attaches a monetary return to CX and teams quickly secured investment of US$4 million.
How can we know in real-time what consumers want?It is necessary to stop resisting change, to go with new contexts and forms of communication by transforming research methodologies into a 24/7 look.
How can we know in real-time what consumers want?It is necessary to stop resisting change, to go with new contexts and forms of communication by transforming research methodologies into a 24/7 look.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Identifying with the true Peruvian - their background, that which is evident with each tasty meal of unique seasoning, that which knows resilience and to overcome any obstacle in order to move forward with ingenuity. "Who" that the Peruvian is, Inca Kola understood perfectly from its beginnings. The brand captured what fills the Peruvian with pride - from the choice of name inspired by the millenary culture that underlies Peruvians, to its flavour which is the perfect combination of native flavours from this prodigal land. The challenge for the brand is to reach the essence of the Peruvian on a daily basis, remain strong in a changing society and gain influence when the Peruvian struggles because of particular situations that put their values in check and make them question their legacy. Therefore, the brand needs to build a foundational, important and individual story that leverages the communal identity of the Peruvian, while at the same time endowing it with solid points of conviction that make it feel its own.
Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.
Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.
We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives and shove people into focus groups with two way mirrors, feed them crap snacks and hope to understand how they live their lives and how our brands can play a meaningful role in their lives. The root of evil comes from innovating against the business goal to fill business budget gaps versus innovating against human desire and needs.I will share concrete examples of how Bacardi has "saved humans" from the Consumer Matrix through brave and human-centric research approaches.
Join the session to hear more about in-store research in times of COVID-19 pandemic.