In this commercial webinar, Omnicom’s Raúl Gordo presents “A Game Changer in the Understanding of Toy Consumers” – which was presented at the ESOMAR Congress in Berlin, 2018. The presentation looks at how a tracking system integrated with behavioral data can be used to drive the toy business during the Christmas campaign. After the presentation, there is a panel discussion with Raúl, Ioana Nitulescu, Sue York and Ray Poynter, moderated by Netquest’s Joaquim Bretcha – broadcast from Netquest’s headquarters in Barcelona. In this webinar you will hear a state of the art case study of how behavioural data can be incorporated with survey data to improve trackers, making them more actionable.

1. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org

2. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org
• Chair Sue York, NewMR
• Presenta;on Raúl Gordo, Omnicom Media Group
• Moderator Joaquim Bretcha, Netquest
• Discussion Raúl Gordo, Omnicom Media Group
Ioana Nitulescu, Netquest
Ray Poynter, NewMR
• Q & A Sue York, NewMR
• Tweet your ques;ons using #NewMR or GoToWebinar Ques;on Box
Using digital behavioural data to improve
tracking studies

3. Unravel Christmas
toys purchase
behavior
Using behavioural tracking to

4. Few industries are impacted by seasonality as
much as the toy industry.
Companies concentrate the majority of their
sales and marke;ng efforts in the last quarter
of the year and by no means can afford to fail
in their strategy.
We have an extensive history of consumer
research in the category: tracking
studies, focus groups, ethnographic
interviews and digital plaXorms.
However, due to the new market and
society circumstances, we needed a new
approach to properly track the behavior of
the consumer during the Christmas period.

5. To get a complete understanding of our
consumers in their different roles-
shoppers, influencers and users- and their
behavior in the physical and digital spaces,
enabling the brand to react to any change
in the market and op>mize the adver>sing
investment during the pre-Christmas and
Christmas periods
Objec>ve

6. Challenges
Toys and retail are under a deep
transforma>on:
e-commerce,
Black Friday
We can’t rely on the consumes
remembrance of all the sites visited and
toys related searches made
Much of the online
traffic is moving from
desktop to mobile
We have to avoid the
social desirability bias

7. Research approach
In order to fulfill these objec>ves
we created a system to monitor
consumers opinions, aMtudes and
behavior during the pre-Christmas
period.
We combined the survey approach
with online behavioral tracking
methodology.
Both studies running simultaneously
over the same sample of respondent
during 3 months
Behavioral
tracking
Survey

8. SURVEY
458 families
Parents with children 3-12 y.o.
3 consecu;ve months of collabora;on
October-November-December
6 bi-weekly interviews
Highly engaged par?cipants

9. BEHAVIOURAL
TRACKING
How do we collect
everyday’s data points
Installa;on of a browser plug-in
Desktop
“Tracker” integrated into a branded panelist App
Android
User sets up a proxy connec;on per connec;on
iOS

10. Intention to
spend less than
previous year
162€ / children
73%
parents
intervene in
the gift list
Budget split:
40% / 60%
24th Dec / 6th Jan
Technology
is the most
desired gift from 6
years old and up,
both boys
and girls
Hypermarkets
over specialized
shops
57% buy
toys online:
convenience
good price
E-commerce
to buy certain
toys hard to find
in stores
25%
follow
influencers
related to the
category
TV – children
Amazon –parents
Search – parents
Catalogs – both
36%
children can
recall a particularly
impactful
TV spot
The survey provided us with the basic knowledge about the market

11. Average spending Place of purchase
TV ads
Catalogs
Window shopping
Touchpoints
Working with the same group of families for three months let us understand how
they live this >me of the year and generates a con>nous flow of informa>on for the
brand to react
162€
237€
Hypermarket

12. Not requesting yet
Decision made
Requesting
8th
Oct
15th
Oct
22nd
Oct
29th
Oct
5th
Nov
12th
Nov
19th
Nov
26th
Nov
3rd
Dec
10th
Dec
17th
Dec
24th
Dec
31st
Dec
Requesting process - Kids
We can
determine
3 stages
in the
process

13. Reinforcing the survey with a digital behavioral tracking in a single
source project gave us access to new informa>on
Behavioral
tracking
Survey

14. To the 24 sites that
they are aware of
having visited
From the 142 toys
sites that the have
visited

15. Consumers search for stores in the first place instead of
looking for a par;cular toy
Evolu?on of the ac?vity in search engines
___Search for a brand
___Search for a retailer
___Search for a toy

16. With the digital tracker we analyze the visits to toys sites during
the three stages defined in the survey
Evolu;on of visits to toys websites

17. Grouping the informa;on by type of site we can look for pa@erns and iden;fy
the steps of the consumer journey

18. By synthesizing all this informa;on we discover which are the most common
naviga;on routes in this informa;on and purchase process

19. Through research both the Brand and the Media Agency have
improved our knowledge of our consumer in their online and
offline lives
The lessons learned have been extensively used in the planning
of the communica;on campaign throughout the Christmas
period
Research has allowed us to make data driven decisions to
opEmize the adverEsing investment, adap;ng the campaign to
the real behavior of the different targets, adjus;ng the use of
media for each specific moment of the consumer journey
These type of research are key to understand
the process through what kids decides what
they want as Christmas giks as well as
parents purchase behavior so we adapt our
plans and investments to the right channels
at the right moments

20. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org
Using digital behavioural data to improve tracking studies
Discussion

21. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org
Using digital behavioural data to improve tracking studies
Q & A

22. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org
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