In this session, Jeff Tsui, Managing Director of Lightspeed Greater China, shares information on The Who, What, Why and When of 2019’s Consumers. Jeff explores ways we can better understand changing audiences today and in the future. Key points - Look at online consumer behaviour data, who’s buying what and how, as well as looking at personality profiling and how we can build a richer understanding of audiences through this approach. - Discuss how to reach this audience and how to talk to them in an engaging way to achieve considered responses from real consumers. - Showcase ways to leverage new technology and data sources, including a tangible example of using Chatbots in research.

1. The Who, What, Why and
When of 2019’s Consumers
Sponsored Webinar, 28 February 2019
Jeff Tsui
LightSpeed
Festival of #NewMR
2019
Presentation copyright, the presenters and NewMR. Please credit when using.

2. The Who, What, Why and
When of 2019's Consumers
Exploring ways we can better
understand changing audiences
today and in the future

3. 2
As technology
advances, so
too does the
consumer.

4. 3
Creating a new
world in the way
consumers interact,
purchase and
consume.

5. 2019
Consumer
Landscape
Data
Today we will explore…
4
How to talk to
and engage
them
Leveraging
new
technologies
How to reach
them

6. How are consumers spending their time online?
Shopping and social media are the most popular online activities
5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shopping Social media Gaming Talking to friends
and family ie.
Facetime/ Skype
Blogging Researching
purchases
Downloading
movies/ series/
music
Finances Other
Australia
India
Singapore
UK
US

7. Consumers and Their Devices
Smartphones are the most popularly owned devices for all, however laptops are the highest purchasing device in
Australia, UK and US.
6
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Tablet Laptop Desktop Smart
Speaker/
Home
Assistant
Smartwatch Other
Owned Devices
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Tablet Laptop Desktop Smart
Speaker/
Home
Assistant
Smartwatch Other
Devices Used to Purchase

8. Five Years Ago
Whilst markets have grown at similar rates, smartphone and newer devices have understandably taken off.
Laptops, however have remained stable, especially in the UK where they are used the same amount now.
7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Tablet Laptop Desktop Smart
Speaker/
Home
Assistant
Smartwatch Other
Devices Used to Purchase
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Tablet Laptop Desktop Smart
Speaker/
Home
Assistant
Smartwatch Other
Devices Used to Purchase Five Years Ago

9. What are they purchasing online?
Clothing, shoes and accessories and Holidays are the highest online purchases, notably for India and the UK
where online purchases are also highest overall.
8
Groceries Toiletries/
Cosmetics
Household
appliances/goods
Clothing, shoes and
accessories
Tickets i.e. cinema Books Furniture Music Takeaway food Holidays Other things
Australia
India
Singapore
UK
US

10. Where they are purchasing?
9
0% 10% 20% 30% 40% 50% 60% 70%
On the commute to work
During work
On your lunch break
On the commute back from work
On the couch at home
In bed
On the toilet
At the dinner table
Have you ever made a purchase...
US
UK
Singapore
India
Australia
Purchases from the couch are the most popular, led by the UK. India and the UK purchase in bed and on their
lunch break

11. Groceries Toiletries/
Cosmetics
Household
appliances
and goods
Clothing,
shoes and
accessories
Tickets i.e.
cinema
Books Furniture Music Takeaway
food
Holidays Other things
Types of Products Purchased from people talking about them on Social Media
Australia India Singapore UK US
Influences
Whilst social media purchases are relatively low across most markets, consumers are more impacted by
connections talking about products rather than adverts. Clothing, shoes and accessories are the most common
category.
10
Australia India Singapore UK US
Have you made a purchase
directly from a social media
advert?
Yes No
Groceries Toiletries/
Cosmetics
Household
appliances
and goods
Clothing,
shoes and
accessories
Tickets i.e.
cinema
Books Furniture Music Takeaway
food
Holidays Other things
Types of Products Purchased from a Social Media advert
Australia India Singapore UK US
Have you ever made a purchase
because you saw someone talk
about it on social media?

12. Payment
Mobile Payment Apps are more commonly used than AfterPay, with all markets purchasing Clothing, Shoes and
Accessories as well as Groceries being higher for India across both methods and Singapore on AfterPay only
11
Australia India Singapore UK US
Have you ever used AfterPay?
Yes No
Groceries Toiletries/
Cosmetics
Household
appliances
and goods
Clothing,
shoes and
accessories
Tickets i.e.
cinema
Books Furniture Music Takeaway
food
Holidays Other things
Types of Product Purchased Using AfterPay
Australia India Singapore UK US
Have you ever used a Mobile
Payment App?
Groceries Toiletries/
Cosmetics
Household
appliances
and goods
Clothing,
shoes and
accessories
Tickets i.e.
cinema
Books Furniture Music Takeaway
food
Holidays Other things
Type of Products Purchased using Mobile Payment Apps
Australia India Singapore UK US

13. 12
Going beyond the
why and finding the
hidden who
Personality Profiling

14. New opportunities to
develop more
impactful, nuanced
Brand Communication
Strategy
Advancements
in Behavioural
Science
Theories
More
sophisticated
Consumer
Targeting
Techniques
Re-imagining personality measurement techniques to enable more effective
audience segmentation for marketing communication strategies.

15. I am organised
I am open to
new ideas
I am
conscientious
Designing the personality survey to
engage respondents in a 2 way
collaborative evaluation process;
A new behavioural based approach…
Moving away from the abstract into
behavioural reality;
14
I make a list of the
things I need
before going
shopping
When was the
last time you tried
a different brand
of X
I am very careful
about recycling
Overcoming self-report bias by
using principal component analysis
to isolate the most deterministic;

16. The trial results so far
Differentiating people in real world decision making
situations describes and helps us better understand
behavioural characteristics
15
Differentiating the types of people who like different
types of advertising messages

17. 16
Reaching today’s
consumer

18. 17
Consumers are changing.
Which means reviewing
and updating the way we
try to connect with them is
vital to deliver reliable
data, reflective of the
audience.

19. 18
The traditional
pre-profiled panellist
base
Connecting sources gives broader access you to consumers around the
world who have given permission to share data.
Fast, easy access to more people enhances the overall insights.
Double Opt-
In panels
Programmatic
Network
Access to an agile
and robust set of
data profiles

20. Leveraging Local Platforms
By partnering with WeChat,
Lightspeed took advantage of an
existing popular, non-research app in
China to reach a highly engaged,
representative, mobile audience.
Extending our reach via local giants, like WeChat, in key regions
19

21. 20
Talking to and
engaging today’s
consumer

22. 21
Consumers are changing.
Which means the way you
engage this highly active
but time poor audience
and capture their attention
over other digital
distractions should be a
huge part of any research
planning.

23. Framing questions can get 20% more data for the same cost
22
12%
76%
29%
22%
Number of Brands Recalled
0 1 2 3 4 5 6 7 8 9 10 11 12
FIXED VS. COMPARATIVE SCALES
Don’t like
at all
Strongly
like
FIXED SCALE
0 10
Like the
least
COMPARATIVE SCALE
0 10
Like the
most
0
2
4
6
8
10
Strawberry Chocolate Vanilla Raspberry
0
2
4
6
8
10
Strawberry Chocolate Vanilla Raspberry
Comparative: MOST → LEASTFixed: DISLIKE → LIKE
BRAND RECALL
Old: How many brands can you think of?
New: You have 1 minute!
60%
New - 1785 Old - 137

24. Case Study: Moving to a Modern Approach
QuestionArts modern survey design to improve data return, quality, and fun.
Client testimonial:
“We were able to achieve a survey
with strong engagement with a
young target audience and are
delighted that the Lightspeed team
delivered an outstanding piece of
work.”
81% (+7)
Complete
rates
11 Min (+2)
Length
23Frame

25. 24
Leveraging new
technologies
Bridging the gap
between qual and
quant

26. 25
But why does this matter?
2If we aren’t where
consumers are then
the data we base
decisions and
recommendations off
won’t be accurate and
will miss the mark.
1 ‘The broader insights and
analytics category
outpace the growth of the
traditionally defined
market research sector’
- 2018 ESOMAR Industry Report

27. A New World for Market Research
Mobile Metering
Traditional Research
Search
Voice
Connect
Third Party Data
Appends
26
Media Activation
Facial Coding
Video Open Ends Chatbots

28. Using Chatbot Technology to Enhance Audience Understanding
27
The Challenge
The client, a major global premium fashion
brand, wanted to understand their brand
awareness and usage but beyond this they
wanted a clearer, more detailed view into
specific dressing habits and daily routines
and scenarios of their medium to high
income audience across multiple markets.

29. Using Chatbot Technology to Enhance Audience Understanding
28
The Solution
• Use Chatbots to create a more
conversational environment and gain more
in-depth feedback and greater
engagement.
• Developed a this with a friendly,
automated script to work with the answers
and information provided in each session.
• Converted from Facebook to WeChat
platform.
• Utilised image upload capability to aid
visualisation of the responses in a rich,
specific way in terms of how people
compile outfits for different occasions.

30. Using Chatbot Technology to Enhance Audience Understanding
29
The Results
• More cost and time effective to reach more in-
depth knowledge on this audience.
• Leveraging WeChat in China saw the greatest
engagement, investing more time in providing
considered answers and meaningful uploads,
with average sessions being over double the
length of other markets, 6 x more than the
lowest performing market.
• The client was able to leverage this to move to
phase two, online digital, of their project and are
looking at ways to use this in the future with
increased real-time options.
80 respondents
3 outfits each
Richer visual
understanding

31. 30
As the consumer
landscape continues to
innovate, the tools
available will
revolutionise the way
we can better
understand our
audiences and future
proof our industry.

32. Q & A
Festival of #NewMR
2019
Presentation copyright, the presenters and NewMR. Please credit when using.
Jeff Tsui
Lightspeed
Sue York
NewMR

33. Thank You
Festival of #NewMR
2019
Presentation copyright, the presenters and NewMR. Please credit when using.