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Methodology

Methodology. What drives the journey: advertising or other influences like word of mouth? Fieldwork through On Device Research in Sept-Nov 2011. 2,141 respondents selected to complete a 2-week mobile diary giving a total of 27,833 diary days

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Methodology

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  1. Methodology • What drives the journey: advertising or other influences like word of mouth? • Fieldwork through On Device Research in Sept-Nov 2011. 2,141 respondents selected to complete a 2-week mobile diary giving a total of 27,833 diary days • 9 product categories covered in diary phase. Respondents were asked to ‘check-in’ and report brand encounters in their category. As well as media encounters, respondents could report word of mouth, hands on use of the product, non advertising reading, or “elsewhere” • Pre- and post-profiling survey determined which of 4 phases they started and ended in, i.e. whether they had moved forwards to another stage of the journey • Post-analysis of the over 13,000 encounters showed what type of encounters respondents had, whether media based or non media based RE-PROFILING PROFILING DIARY

  2. Share of encounters - Films All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=1,539 n=641

  3. Share of media encounters - Films All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=1,013 n=400

  4. Share of encounters - Cars All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=1,100 n=250

  5. Share of media encounters - Cars All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=709 n=151 Absorbing = moved to planning, obtaining or sharing Planning = moved to obtaining or sharing Obtaining = moved to sharing or absorbing Sharing = moved to absorbing, planning or obtaining

  6. Share of encounters - Perfume All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=1,303 n=486

  7. Share of media encounters - Perfume All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=757 n=305

  8. Share of encounters - PayTV All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=965 n=246

  9. Share of media encounters - PayTV All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=561 n=158

  10. Share of encounters - Fashion All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=2,618 n=966

  11. Share of media encounters - Fashion All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=777 n=258

  12. Share of encounters - Finance All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=547 n=206

  13. Share of media encounters - Finance All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=285 n=112

  14. Share of encounters - Travel All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=1,187 n=373

  15. Share of media encounters - Travel All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=580 n=185

  16. Share of encounters - Drinks All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=1,715 n=717

  17. Share of media encounters - Drinks All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=747 n=330

  18. Share of encounters - Telecoms All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=2,061 n=684

  19. Share of media encounters - Telecoms All All effective encounters encounters Effective encounters: where respondents have moved forward at least one phase on their customer journey within their category in the two weeks of fieldwork, as established by the pre and post profiling n=898 n=273

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