Agile Research Pays Off for SONY, CVS and Many More. JAMES PICKLES, TOLUNA AND ROBIN QUERIPEL, AGEAS

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1 Agile Research Pays Off for SONY, CVS and Many More. JAMES PICKLES, TOLUNA AND ROBIN QUERIPEL, AGEAS Sli.do MWLIN16 #Insight16

2 Agile Research Pays Off for SONY, CVS and Many More. James Pickles Toluna Robin Queripel Ageas

3 Toluna is a leading digital insights company. Toluna has set the new standard Real-Time Research. We help companies anywhere in the world make clearer business decisions by bringing brands and people together via the world s largest social voting community of 9m and realtime research platform. Toluna Makes it Real 3

4 Agenda What is Agile Research? How Agility helped change behaviours Ageas Case Study Course correcting during a campaign Sony Case Study How Agility helps all clients invest in the right tactical plans - CVS Case Study 4

5 Agile Research Agile Research is an emerging strategy that leverages new techniques and technologies to make market knowledge more: Accessible Accurate Affordable 5

6 Agile Research Agile research engages specifically-targeted consumers in real time through their online vehicle of choice. It allows businesses to 1 Gain In-the-moment insights 2 Optimise various concepts 6

7 Agenda What is Agile Research? How Agility helped change behaviours Ageas Case Study Course correcting during a campaign How Agility helps all clients invest in the right tactical plans. 7

8 Getting to know Ageas Proud sponsors of

9 9 Ageas Group Active in 12 Countries in Europe and Asia United Kingdom 100% 2,456m Belgium 75% Life: 3,799m Non-Life: 1,880m Continental Europe COR: 85.4% Life: 4,109m Non-Life: 1,048m Asia Life: 15,585m Non-Life: 913m

10 What we do PERSONAL LINES Car insurance Home insurance Travel insurance Van insurance Motorcycle insurance Caravan and camping insurance Classic car insurance Classic motorcycle insurance Personal accident COMMERCIAL LINES Cleaning Distributors Fleet Homeworkers Legal expenses Manufacturers Commercial combined Office and surgery Personal accident Professional indemnity Property owners Recruitment Security Shopkeepers Tradesman

11 Ageas Retail Structure Ageas Retail Brands we support Owned brands: Partner brands:

12 Research & Insight at Ageas UK It s been an evolution... Research Retail Research Research UK Research Central functions UK Research Insurance Research Research Research Group

13 Working with?????? Toluna 6-monthly consumer omnibus surveys Quarterly consumer omnibus surveys 2 x brand awareness trackers each year A few ad hoc studies each year Multiple ad hoc studies each year Rolling program of research with multiple research projects Cost Value Demand Frequency Relationship Faster turnaround times = quicker business decisions

14 A rolling program of Research with Toluna Providing Value to our Customers Research Need Ageas identified a need to demonstrate the value of the products being sold alongside core insurance products across the Ageas Retail brands. Rolling program of consumer research required for other Add On products from early 2015 onwards. Key Objectives To identify levels of consumer awareness, understanding, experience and value of Add On products currently being offered by Ageas brands. Use a consistent research methodology that allows us to understand our target market and help us ensure we are targeting our Add On products in the right way. To be able to demonstrate to the financial services Regulator that the Ageas Add On products meet customer needs and wants.

15 A rolling program of Research with Toluna Approach Stage 1: Draft of consumer survey produced in August To test the robustness of the survey some qualitative research was undertaken with an external research agency: 2 x consumer focus groups were held during September Aged under 50 & 50+ Learnings enabled us to refine our consumer survey. Stage 2: Online survey was issued to a nationally representative sample of 1,000 UK consumers via the consumer panel provider, Toluna. Legal Expenses Insurance survey in-field late Rolling program of consumer research continued throughout 2015 and into 2016, focusing on other Add On products.

16 A rolling program of Research with Toluna So what? 10 surveys completed 9,200 Respondents 33 Recommendations made 162 Potential actions Legal Expenses Replacement Vehicle This approach has allowed us to start taking action immediately examples include: Tools in Transit Misfuelling Excess Protection Personal Accident Home Emergency Gadget Motor Breakdown Key Protection Review Excess Protection policy wording to ensure certain exclusions are written in plain English Highlight the benefits of having Personal Accident insurance on customer communications Add a step-by-step process of how to make a claim on a Motor Legal Expenses policy to the website

17 Why Toluna? Quick project turnaround times Competitive prices Provide a sanity check for our surveys Easy to contact Large panel base They understand Ageas

18 Agenda What is Agile Research? How Agility helped change behaviours Course correcting during a campaign Sony Case Study How Agility helps all clients invest in the right tactical plans. 18

19 SONY Real-Time Profiling Requirements Research for Product & Campaigns to support product launches. Needs With typically a small window to effect change (4-8 weeks from internal announcement) its vital that the process of briefing, setting up, executing and analysing is fast. Consequence If missed, it can take 12 months before changes can be made on the next iteration / Model. 19

20 What this means These challenges are only going to intensify with more pressure on budgets and time scales. 20

21 Keeping Up With The Competitor In 2015 Beats by Dre managed to time and adjust their advert in accordance to the transfer saga of footballer Sebastien Schweinsteiger. Time Scale of being agile Sun 12 th July: Bayern Munich s Sebastien Schweinsteiger confirms transfer to Manchester United Mon 13 th July: Online advert Tues 14 th July: 1m views Wed 15 th July: 2m views Today: 6.5m+ views 21

22 How Toluna Helps Toluna enables Sony to capture insights quickly and more cost effectively With a reduced team, Sony uses Toluna s line of products to execute anything on the right platform at the right time and maintain continuous control and visibility of the research projects. 22

23 Agenda What is Agile Research? How Agility helped change behaviours Course correcting during a campaign How Agility helps all clients invest in the right tactical plans. CVS Case Study 23

24 Value of Being more Agile Helps answer clients questions more quickly Helps people keep up with competitors and move with times Includes the voice of the consumer in everything the team does Optimises and fine-tunes ideas or previous findings Provides more disaster checks Helps teams do their job better. Saves money by being a more affordable option 24

25 CVS Real Time Access Data Requirements Gauge customer experience. Their objective was to ensure that shoppers had a positive in-store experience and all stores maintained the same corporate guidelines. What we did The Result Collected over 2 million IVR interviews annually via a POS generated receipt invitation in all stores and provided monthly feedback. Customer feedback data was gathered, scored and developed into custom reports by Toluna. CVS were also able to view extensive analysis that tied the data collected from the study to every operational metric, from sales to inventory levels. 25

26 How Agility helped change behaviour During analysis of customer data, any noticeable changes that occurred, Toluna would discuss the key findings with CVS and try to identify the cause of significant score shifts. Behavioural change Agile research will help to evaluate what is working well in a particular store and allow changes to be made quickly. On the other hand, CVS will also have the ability to see what might be causing problems and reevaluate straight away. 26

27 How we re adapting to become agile PowerSuite At the Ready Templates On-demand Real-time reporting Actionable Insights Well designed surveys 21in24 27

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29 Any Questions?