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Shopper insights StarHub
1. How well do you understand
your shoppers?
“Private & Confidential @ 2013 StarHub Ltd – All Rights Reserved”
• The evolution of marketing insights
• Going beyond the traditional ways of
doing research to understand
shoppers
2. Life used to be simpler
• We can explain purchase
decisions and test ad
effectiveness via long
questionnaires, complex models
and focus groups
• We can predict what
customers want and what ads
they like by asking them
directly what they want and
like
3. • We have fat budgets
• We take pride in respondent
anonymity,
representativeness, long turn
around time, long
questionnaires, big samples
complex modelling and thick
reports
Life used to be simpler
• Market Research is
the answer
4. Seismic changes in Marketing Insights World
• Research ROI is questioned
New Clients
• Pragmatic, fast, cost effective and
good-enough insights are more
important than statistically sound
and late survey results
• Suddenly, users and ad agencies
themselves are using DIY tools like
SurveyMonkey and conducting their
own on-ground interviews
• Attention span has waned
5. Seismic changes in Marketing Insights World
New Respondents
• Patience has plunged as
people are multi-tasking and
doing things during micro-time
on the go
• People are increasingly
preferring to communicate via
machines and not face-to-face
• Traditional respondents
are becoming extinct
6. Seismic changes in Marketing Insights World
• We are living in a world where
information is no longer rare, but
are readily available in real time
New Social Media
• MR budgets are competing with
efficient social/digital M&P
budgets
• Wisdom of the crowd turns out
to be better than selected
respondents
7. Seismic changes in Marketing Insights World
New Social Media
• We are living in a long
tail world
• We are not living in a world where
minority sentiments are not
important
• Anonymity is an outmoded
concept. Customers want
company to engage them as much
as they want to engage and be
recognised by the company
8. Seismic changes in Marketing Insights World
• Traditional research has problems
measuring emotions, which turns
out to be the main driver of
brand choice
• Now we know nobody thinks
through a long list of attributes
and rate them before they make
decisionsNew Knowledge
• Turns out that people are not
very good at telling you why
they do what they do, what
they think or how they feel
9. Seismic changes in Marketing Insights World
• Specialised firms from business
consultancies, datamining, UX
firms, experience design firms,
real time feedback systems and
social media reporting, reduce
the relevance of MR
New alternatives
• Traditional MR Segmentation
is giving way to Self
Segmentation and Big Data
Micro-Segments
10. Seismic changes in Marketing Insights World
• Proliferation of smart phones and
broadband change the way people
buy
• Zero Moment of Truth limits
the usefulness of a laboratory
style research
New ZMOT
26. Let your MR do more
Predict the future
Use Mobile to reach
respondents
Helicopter strategic
approach to issue
Create a panel of
consumer advocates &
advisors
Conduct war gaming
Get out and be close to
consumers, DIY
Analytics & Datamining
Elevate importance of
insights behind
everything that we do
Get them involved in
operations such as
advocacy management
Social media is the new
key in understanding
consumers; get them
on board
Notas do Editor
Good morning everyone. My name is Darren Choo. I have been with the company for 13 years in different capacities, ranging from market research, analytics, campaign management, customer lifecycle management, churn management and lately social CRM.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.