Hello

2. Hello @northstarlondon Me. My organisation. My objectives for the day.

4. Importance of Insight • Definition of Insight • Insight typology • Rationale • Informing growth • Illustration 1 – Arts Organisation • Illustration 2 – Automotive Organisation • Review of the WAGGGS Study • Q&A @northstarlondon

5. What is Insight? @northstarlondon

6. Insight the capacity to gain a deep and accurate understanding of someone or something

7. Insight typology deep why is it like that? how does it exhibit itself? describe the scenario? what are the influencers? qualitative data

8. Insight typology accurate how often does it happen? to what extent can we assume? how much does it take? Is there a dependence? quantitative data

9. Insight We need to understand the qualitative aspects of a business problem We need to validate the quantitative aspects of the business problem

10. Rationale: Why use data? @northstarlondon

11. Risk Management Avoid Risk Identify vulnerabilities and mitigate Accept Risk Identify and accept cost to business Transfer Risk Involve partners who can help Reduce Risk Understand and ring-fence impact Based on Northstar Global Customer Analysis 2013-2015

12. Growth Promotion Future Planning Locate future growth possibilities Backstory Identify the historical growth factors Current Context Understand current drivers of growth

13. Today the focus is Growth

14. Depthillustration why is it like that? how does it exhibit itself? describe the scenario? what are the influencers? qualitative data Informing Growth @northstarlondon

16. CONTEXT The Big Challenges at RA Requirements: Improve visitor experience Understand visitor motivation Create visitor typologies Constraints: An innovative pilot An non- interventionist model Speed Insight Newbies

17. WHAT IS ETHNOGRAPHY? Ethnography is a method of qualitative research in which the researcher aims at ‘being part’ of the people studied. Ethnography is time-intensive. Spent 387 days in the Solomon Islands. Spent 2 days at the Summer Exhibition. Ethnography is respondent-intensive. Anthropologists normally live with their research subjects during the fieldwork period.

18. MICRO ANTHROPOLOGY

19. OBSERVATION MICRO INTERVIEWS REPEATED VISITOR SIMULATION: Pretend to be a SE visitor. Follow the route of visitors and emulate what people were doing. REPEATED MICRO OBSERVATIONS: Observe what people who enter the room did, how they made sense of the SE spatial organization and how the visitors decided where to go within the SE. Interviews conducted in the spirit of a passing/quick conversation around a short interview protocol prepared in advance. Each conversation lasted no more than 2-3 minutes and were limited to a specific area/topic. EXPERIENCE MOTIVATION TYPOLOGY

20. PHOTOGRAPHY Photography used to report findings. CLUSTER 1:Pictures of the room settings. Photos at three different times throughout the day: morning, midday and afternoon. Photos to record the flow of visitors through the day within the SE. CLUSTER 2: Identified visitor types and pictures of people fitting the visitor profiles. To capture specific types of visitors, photographs were taken of their back, to avoid capturing their faces.

21. ANALYSIS Borrowing from the spirit of the Summer Exhibition – Northstar and LSE project team created a gigantic jigsaw puzzle. This puzzle included photographs, video footage, mood clippings and visitor testimonials. These diverse types of information were categorized, labelled and attributed to certain themes.

22. THEMES • EXPERIENCE • FAMILY • ART • VISITORS • MONEY

23. IMAGINESUMMER EXHIBITION 2015

24. CURATION Reduction of items on display. Focus not overwhelm.

25. FAMILY Attracting families towards art.

26. DIGITAL Use technology to upload, submit and discuss exhibition.

27. MOBILE Technology makes an impact before & on the day.

28. Informing Growth Accuracy illustration how often does it happen? to what extent can we assume? how much does it take? Is there a dependence? quantitative data @northstarlondon

29. Going beyond campaign metrics FB was one of two key media channels utilised during the main launch Traditional digital metrics, (impressions, click-through rates, CPC etc), have narrow focus and are benchmarked against online advertising only. A more comprehensive assessment on the real effect of using FB on a large scale was necessary. Directly compared TV and FB in terms of: 1. Audience Reach 2. Audience Relevance 3. Consumer Influence

30. 30

31. Methodology Approx. 2,300 respondents across the UK, Sweden and the Netherlands Recruitment through ‘panel tagging’ of FB users • Exposure to the Volvo campaign is recorded in the background, then followed up by a survey invitation Fieldwork during FB campaign throughout August, partial overlap with TV campaign No previous AtL V40 activity and creative assets were unique to each medium

32. The addressable market • TVC reached a very wide audience, with FB covering around two thirds of FB users. % audience unique penetration (21+) 90.6% 88% TV AD (TOTAL POP) 82.8% 73% 66% 62% FB AD (FB POP) 16 Source: Mindshare / Facebook

33. Incremental Audience 16.7% of those recalling the FB ad were an incremental audience to TV. All FB users able to recall an ad (%): 70% 30% FB+TV Recall 36.6% TV Recall 46.7% FB Recall 16.7% % Media Spend Source: Northstar / Mindshare

34. Volvo Brand Consideration Significant uplift in Volvo consideration for TV ad only. (%) Volvo scores Over/Under ad exposure baseline 18% 15% TOTAL PURCH. INTENT 0-2 YEARS 6% 3% 2% 2% 47% 36% 52% : % intending to purchase in 0-2 yrs FB Only Recognisers TV Only Recognisers FB+TV Recognisers :8%+, :12%+ is significant Source: Northstar

35. Volvo V40 Model Opinion FB more effective than TV in raising opinion for the V40, potentially as a result of communicating specific product features. 15% (%) Scores Over/Under those who did not recall FB or TV Volvo Advertising 12% 9% VOLVO V40 6% FB Only Recognisers TV Only Recognisers FB+TV Recognisers 9%+ is significant Source: Northstar

36. Conclusions • In the context of a premium car brand, Facebook is a compelling media channel, which complements, (not replaces), TV / offline advertising. FB delivers a significant incremental audience to TV. TV reaches a larger audience. • At present, FB penetration is limited to around half of the population. Reaches a relevant audience • Premium car owners, with near future purchase intention. A strong value proposition, particularly in high TV cost markets, (such as the UK). TV creatives tend to result in higher viewer/brand engagement. Similar to online advertising, creatives tend to drive more product focused messaging • More easily driving primary brand messaging. • Activates consumers online and delivers a forum for ongoing web engagement in a social context

37. Deep data why is it like that? how does it exhibit itself? describe the scenario? what are the influencers? qualitative data Informing WAGGGS Growth Accurate data how often does it happen? to what extent can we assume? how much does it take? Is there a dependence? quantitative data

38. STAKEHOLDERS: Individuals in positions of authority and influence. PARENTS: With a child in WAGGGS With no children in WAGGGS Qualitative Interviews Qualitative Interviews VOLUNTEERS: Current volunteers Lapsed volunteers Potential volunteers Uninvolved MEMBERS: Current members Lapsed members Potential members Uninvolved Four Voices: Analysis lends itself readily to 4 narratives. Each with its distinct voice. Sampling was weighted towards members and volunteers to ensure a greater understanding of segments with direct experience of WAGGGS. Each voice is discussed in the subsequent section. Quantitative Survey Qualitative Interviews Quantitative Survey 38

39. Each narrative points towards a set of measures that would help retain/hold on to existing membership/volunteer numbers. A different set of measures that would help promote a growth/ expansion of membership/volunteering. 1.STAKEHOLDERS Retain civic minded activity mix Retain Inclusive approach Retain Internationalism Grow rural potential Grow recreational dimension Retention and Expansion themes

40. Each narrative points towards a set of measures that would help retain/hold on to existing membership/volunteer numbers. A different set of measures that would help promote a growth/ expansionof membership/volunteering. 1.STAKEHOLDERS Retain civic minded activity mix Retain Inclusive approach Retain Internationalism Grow rural potential Grow recreational dimension 2.PARENTS Retain ‘life skill’ activities Retain dynamic approach to activities Retain uniform Grow alternative channels (open groups/units) Retention and Expansion themes 40

41. Each narrative points towards a set of measures that would help retain/hold on to existing membership/volunteer numbers. A different set of measures that would help promote a growth/ expansionof membership/volunteering. 1.STAKEHOLDERS Retain civic minded activity mix Retain Inclusive approach Retain Internationalism Grow rural potential Grow recreational dimension 2.PARENTS Retain ‘life skill’ activities Retain dynamic approach to activities Retain uniform Grow alternative channels (open groups/units) 3. MEMBERS Retain civic minded activities Retain outdoor activities and challenge Retain internationalism Grow publicity channels/options Grow accessible local units Retention and Expansion themes 41

42. Each narrative points towards a set of measures that would help retain/hold on to existing membership/volunteer numbers. A different set of measures that would help promote a growth/ expansionof membership/volunteering. 1.STAKEHOLDERS Retain civic minded activity mix Retain Inclusive approach Retain Internationalism Grow rural potential Grow recreational dimension 2.PARENTS Retain ‘life skill’ activities Retain dynamic approach to activities Retain uniform Grow alternative channels (open groups/units) 3. MEMBERS Retain civic minded activities Retain outdoor activities and challenge Retain internationalism Grow publicity channels/options Grow accessible local units 4.VOLUNTEERS Time Management Retain Internationalism Retain sociability Grow certification / skill transfer Retention and Expansion themes 42

43. The summary of findings ‘Doing good in the community’ Civic Minded STAKEHOLDERS Retain civic minded activity mix Retain Inclusivity Retain Internationalism Grow rural potential Grow recreational dimension Inclusivity ‘Promotes social cohesion’ RETAIN Internationalism ‘145 member countries’ Associations and strengths that need to be held onto and consolidated for the future. PARENTS Retain ‘life skill’ activities Retain dynamic approach to activities Retain uniform Grow rural potential Grow alternative channels (open groups/units) Sociability ‘Make friends. Meet people.’ Publicity Measures ‘more information’ 2.PARENTS REFINE Attributes that need to be changed and adjusted for better impact. MEMBERS Retain civic minded activities Retain outdoor activities and challenge Retain internationalism Time Management Grow publicity channels/options Grow access (open units) Uniform Adoption ‘it makes a difference’ ‘ join/re join easily’ Access Pathways RECONSIDER Aspects that need review and improvement. ‘impact in job market’ Skills Transfer VOLUNTEERS Time Management Retain Internationalism Retain sociability Grow certification / skill transfer ‘took too much time’ Time Management iIlustrative Verbatim 43

44. Revisiting Risk @northstarlondon

45. nroychowdhury@northstarhub.com @northstarlondon