Tag Archives: ad and media research

Clorox Cleans Up with Listening Capabilities

New Function Fuses Consumer Affairs and Digital Insights

By Marc Dresner, IIR
The ability to synthesize new data streams has been a
headache that market researchers at all manner of corporations have struggled
with for years now.
So as I was preparing for the Future of Consumer
Intelligence (FoCI) conference, I was intrigued to hear a story that,
ironically, involves an old school feedback tool.  
When grappling with the ‘Big Data’ dilemma, one critical
information source often gets overlooked: Consumer Affairs, Customer Support’call
it what you will.
It’s considered rather quaint in some circles, and easily
overshadowed by the profusion of seductive listening and engagement sources available
Suzanne Henricksen considers
this a major missed opportunity for researchers, and she’s determined to ‘bring Consumer Affairs into the 21st century.’   

Suzanne Henricksen
According to Clorox’s
Global Insights Lead for Consumer Affairs, Listening & Digital Insights’a new
department that reports into the company’s broader Global Insights function’all
of the excitement around social networks, etc., has provided a perfect
opportunity to at last pull Consumer Affairs into the insights fold.
‘The explosion of social media
has made everyone at companies really hot for hearing what consumers are saying
about their brands and products,’ Henricksen told the Research Insighter.
‘The funny thing is that we’ve
had access to this type of information for years through the phone calls, emails
and letters that consumers have been sending into Consumer Affairs departments.
Most companies have been sitting on a treasure trove of information and
insights they aren’t leveraging,’ she said.
Of course, this adds a new
layer of complexity to the pursuit of the elusive holistic truth.
‘One phone call does not equal
one tweet, does not equal one email, etc. There are different issues, different
reach and risk implications and different costs associated with each contact
method,’ said Henricksen.
‘So, it is critical to find a
way to bring them all together because if you look at them separately, more
often than not I think you might reach the wrong conclusion,’ she added.
In this exclusive podcast
interview for FoCI’s Research Insighter
series, Henricksen discusses:
‘ Synthesizing disparate data
sources, modalities and methodologies
‘ Keeping up with the
accelerating pace of digital innovation
‘ Adapting to the absence of
norms and developing new ROI metrics
‘ Building a digital warehouse,
lessons learned and much more’
Editor’s note: Suzanne Henricksen will be participating in a power
panel discussion on ‘Social Media Insights: Making Them Real and Measurable’ at the Future of Consumer Intelligence conference May 14-16 in San Francisco.

To review our world class program, download the brochure here.

Register by Friday May 3 and SAVE $300! 

And for additional information, please visit www.futureofconsumerintel.com.

Marc Dresner is IIR USA’s senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for marketing and media research, consumer insights and intelligence professionals. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

A Look Back at TMRE: Applying an experiential-based approach to brands

In the upcoming weeks, we’ll be featuring insights from The Market Research Event 2012 attendees. 

In today’s update, Dave Gustafson shares his notes on Day 1 Track 3, Ad & Media Research Track, Movie Going in the Digital Age: How Changes in Media Consumption Have Changed the Movie Going Decision Making Process with Jon Gibs, Senior Vice President, NBC Universal 

Based on the data NBC Universal captures from Fandango, Jon identified two emerging trends affecting movie goers: 1) digital media is playing an increasingly central role in the purchasing process, and 2) fewer consumers are buying more tickets (10% of consumer purchase 50% of the tickets sold online).

Jon noted that with respect to movie going, online word of mouth is currently increasing in importance, while traditional motivators, such as the genre, the star of the movie and the level of special effects are decreasing in importance.

He suggested movie going today is akin to ‘a night out on the town,’ and it is vital for NBC Universal to tap into and appeal to that experience.

Jon differentiated between two segments of movie goers ‘ Avids and Casuals. Avids love going to movies with their friends on opening night and feeling the ‘buzz’ and anticipation ‘ they attend 17-18 movies a year. He described the build up and anticipation of a good movie (e.g., Hunger Games, The Hobbit) as something that is planned for as much as three months in advance. Since many movie theaters are located near malls, local eating establishments and retail outlets benefit from the ‘night out.’ Avids spend an average of $110 a night when they attend movies. Casuals, on the other hand, are much less inclined to plan in advance, and are less focused on the experience.

He reviewed the ‘Path to Purchase’ consumers take to buying a movie ticket, which consists of a 6-step process: 1) Discover (become aware of a particular movie), 2) Gather (conduct research), Influence (explore types of media), 4) Socialize (pass on what is learned about the movie), 5) Narrow (reduce the number of choices), and 6) Transact (buy the ticket).

Jon concluded that the Path to Purchase is increasingly driven by online information gathering.

What can we learn from the behavior of movie goers, and how can we apply that experiential-based approach to our brands?
To what extent can we define the path to purchase for our brands?
How can we leverage the experiential aspect of interacting with our brands?

Dave Gustafson is a career market researcher based in the
Philadelphia area. In addition to owning and running his own boutique
market research firm, he is the Chief Advisor at Spych Market Analytics,
LLC. Dave can be reached at dave@SpychResearch.com

Wish to submit your insights for inclusion in this series? Email submissions to Michelle LeBlanc at mleblanc@iirusa.com