ESOMAR CONGRESS METHODOLOGICAL PROCEEDINGS

Transcription

1 ESOMAR CONGRESS METHODOLOGICAL PROCEEDINGS

2 MAIN THEMES Speed (cheaper, more quickly) Relevance of Insight Business Impact of Insights Voice technology AI 2

3 TEXT CATEGORIZATION USING AI DRIVEN ANALYSIS 3

4 UNDERSTANDING THE DRIVERS OF NPS BY USING AI SUCCESS DRIVERS & SONOS NPS: On a scale from 0 to 10, how likely are you to recommend [brand] to a friend or colleague? Why? 5

5 UNDERSTANDING THE DRIVERS OF NPS BY USING AI SUCCESS DRIVERS & SONOS NPS: On a scale from 0 to 10, how likely are you to recommend [brand] to a friend or colleague? Why? Categorization of the open-ended response text Which of the categories responsible for high loyalty or disloyalty? Key driver analysis (USM, Universal Structure Modeling) Sonos US NPS, n= categories 6

6 OUTPUT OF CODING PREDICTING NPS SUPERVISED NLP (NATURAL LANGUAGE PROCESSING) 7

7 USM MODEL Indirect effect: Category ( quality of sound ) itself does not drive loyalty, but the emotional implication of it does. Sentiment = is the text positive or negative 9

8 IMPACT VS. FREQUENCY Nearly every second customer mentioned the reason for their loyalty to be great sound quality though it does not drive loyalty very much no need to improve Flexibility & Voice are large levers of loyalty informing people about these drives loyalty more effectively 10

9 OUTCOME Fast, affordable, simple leverage of text responses Identification of most effective drivers of customer loyalty From project-based survey wave project towards ongoing full scale tracking of the whole customer journey 11

10 BRAND IMAGE MEASUREMENT VIA SOCIAL NETWORK 12

11 TELL ME WHO YOUR FRIENDS ARE, I WILL TELL YOU WHO YOU ARE (UNIVERSITÈ PARIS II) Target: Brand image measurement in a more cost efficient, scalable and reactive way Analysis of social connections of a brand Identification of brand followers or friends (Twitter, Instagram, Facebook) What other Twitter accounts they follow / FB pages they like How much the brand is associated with relevant image dimensions? INPUT: brand name & attribute (e.g. eco-friendly) OUTPUT: value indicating the strength of association between that brand and the image attribute 13

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13 VALIDATION AGAINST IMAGE RATINGS FROM A SURVEY (PRESTIGIOUS LUXURY BRANDS IN US MARKET) 15

14 PRESIDENT OF RICH ASSOCIATION WITH LUXURY BRANDS POOR ASSICIOATION WITH FOOTBALL TEAMS SUPPORTED BY LESS WEALTHY 16

15 CONTENT MARKETING TESTING MEASURING SUBCONCIOUS 17

16 CONTENT MARKETING DILEMMA (BBC GLOBAL NEWS) Traditional research methods do not measure the impact of a content advertising campaign (in which the brand/product is not necessarily featured in the content in any way) Top-of-Mind Awareness, Brand Favouramility, Message Association, Purchase Intent vs. What occured in the mind of the consumers? The effects of a content marketing might not be consciously acknowledged by the recipient measuring subconcious impact of the campaign Need for a tool that measures emotion and correlates the emotional effects with change in subconcious brand association. Sophisticated and innovative research techniques, yet no extra costs 18

17 EXPLANATIONS ARE LOGICAL AND CONSCIOUS THOUGH DECISIONS WERE DRIVEN BY SUBCONCIOUS 19

18 Subconcious association: simplified version of implicit association test (word association that calculate the time taken to make an association between two words) Facial coding & eye-tracking embebbed in an online survey = Second by second measurement of six emotions & what the respondent was observing at the time exhibiting an emotional state 20

19 AVERAGE PROPORTION OF A SAMPLE EXPERIENCING EACH INDIVIDUAL EMOTIONS MAIN EMOTIONS 21

20 EMOTIONAL SHIFT: % SHIFTING TO THAT EMOTIONAL STATE AT ANY GIVEN MOMENT KEY MOMENTS IN THE CREATIVE THAT TRIGGERED AN EMOTIONAL RESPONSE 22

21 WHEN ARE THE FEAR SCORES OCCURING WHY ARE RESPONDENTS EXHIBITING FEAR (PILES OF RUBBISH, BROKEN BOTTLES, STRAY DOGS WORRY ABOUT THE ENVIROMENT GIRLS WERE GROWING UP IN) 23

22 PRE AND POST TEST IMPLICIT SCORES REAL WORLD BRAND OUTCOMES 24

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24 EVA Danone s AI robot, automatically analyzes and clusters tens of thousands of images in real or near-time Konsumer Chat (Unilever) chatbased tool for leveraging consumer insight Touch and Go (True Impact) Measuring the impact of campaigns (with physical media) using EEG (brain imagining) & eye tracking Direct mail vs. digital media Enhancing physical media with a scent or sound Effect of haptics (applying touch sensation and control to computer developed applications) 27

25 TAKE HOME MESSAGES Use of new technologies may make our working day easier & (parts of the research) cheaper & quicker Still need for a researcher (human) to interpret the results and create action based on them From measuring to observation 28

26 KIITOS!