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 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more important than ever before, in our increasingly contactless world. This is a story that will take you through our experimentation journey, where we played with different research techniques to get beyond the obvious stated Purchase Intent or Engagement and into the potential of technology in the store of the future...which is today!
In 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more important than ever before, in our increasingly contactless world. This is a story that will take you through our experimentation journey, where we played with different research techniques to get beyond the obvious stated Purchase Intent or Engagement and into the potential of technology in the store of the future...which is today!
Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising's long-term impact. The value this exercise would deliver to the business, however, was unprecedented.
The general objective of this study is to analyze shopper's behaviour during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVEs brand with relevant information to work on their marketing strategy. A sample composed of 40 female participants within one supermarket store was analyzed and the eye-tracking method was used to analyze their visual attention to different visual stimuli at a retail outlet. The results indicate that the more visual attention the consumer has to a specific shampoo brand, the greater their intention to purchase will be. Likewise, the more the consumer looks at the price of a shampoo brand, the greater their intention to purchase will be. However, not enough evidence has been found to affirm that the more visual attention paid by the consumer to the advertising of a specific shampoo at the retail outlet, the greater their intention to purchase will be.
Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers have recognized the importance of measuring emotions embedded in products but the traditional metrics of rating scales fail to reflect the true picture. Various neuropsychological technologies have emerged but none is easily scalable or easy to interpret. Voice analytics, which comprises linguistic and acoustic components, provides a highly viable new solution to marketers' needs. This paper illustrates the potential for mass adoption of voice analytics with a pilot study recently completed in India, illustrating how the analysis of consumers' spoken responses brings a level of insight that traditional rating scales cannot provide alone.
Science showed that 70% of communication is about its creative content not marketing power. Traditional research however measures just rational requirements. This presentation is a call-to-action- a call to combine all research and analysis sources in order to create actionable outcomes.
Virtual Reality (VR) is becoming more widely available for consumers. The GfK Tech Trends Report 2017 shows an increased consumer interest in VR with 40% of UK consumers, above 18 years old, intending to buy a VR device in the next 12 months.
Science showed that 70% of communication is about its creative content not marketing power. Traditional research however measures just rational requirements. This presentation is a call-to-action - a call to combine all research and analysis sources in order to create actionable outcomes.