In-Store Tracking: At the Core of the Consumer Journey
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The bulk of market research focuses on traditional quantitative methodologies in areas such as Brand research and CX/CSAT surveys, but business leaders increasingly want to look deeper into the purchase funnel, and specifically pay closer attention to Consumer Journey research. Yet Consumer Journey is a challenging area of research, as it represents a complex framework of physical and emotional engagements with a product and/or brand. Physical: online and offline elements that take the consumer from thought to action Emotional: both fast and slow thinking (behavioral economics) that include the locating, exploring and dreaming thought processes the consumer engages in Consumers cannot always tell us why they do what they do, or how they reach a particular decision, so traditional surveys only tell part of the story. The rest has to be accomplished with “in the moment” observation – allowing us to identify shoppers’ activities, decision-making skills, touch points and triggers to pinpoint the teachable moments where you can reach or persuade them. The presentation will provide detail on the latest developments in In-Store Tracking – what it is, how it works, how to use the data, and top tips for a successful project implementation. Included will be actual research output samples, such as videos, heat-maps etc., as well as case studies from leading consumer brands.
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In-Store Tracking: At the Core of the Consumer Journey
- 1. ISO 20252 Certified Fill this space with an image. Paul Hartley Vice President, Research & Consulting May 6th, 2015 In-Store Tracking: At the Core of the Consumer Journey
- 2. 2 The Goal: A Richer View of the Consumer
- 3. What people SAY ATTITUDINAL RESEARCH What people DO BEHAVIORAL RESEARCH
- 4. 4 brand loyalty incomecurrent needs future needs communication education location motivations aspirations behavior receptiveness cultural identity social network buying patterns media community brand awareness reachability attitudes fears What people SAY ATTITUDINAL RESEARCH What people DO BEHAVIORAL RESEARCH
- 5. 5 How do we find out what the journey is? Traditionally, we asked customers and paid them for their answers. SHOP-ALONGS ETHNOGRAPHIES IN-DEPTH INTERVIEWS FOCUS GROUPS ONLINE SURVEYS (WITH CHOICE MODELS)
- 6. But… 6 Reported behavior doesn’t equal actual behavior. We must watch shoppers closely using a variety of in-situ qualitative research tools and then validate their choices using quantitative methodologies that account for actual shopping behavior. So…
- 7. 7 This Consumer Journey is a framework that describes the stages of emotional and physical engagement a shopper has with brands. Fast and slow thinking that includes the locating, exploring and dreaming thought processes she engages in (behavioral economics). EMOTIONAL ENGAGEMENT Online and offline elements that take her from thought to action. PHYSICAL ENGAGEMENT
- 8. POST-SHOP: Advocacy/ Loyalty SHOP: Choose-Buy Drivers LIFESTYLE: Brand/Category Mindset PRE-SHOP: Touchpoints CX Loyalty Purchase Decision Activation Drivers Buyer Profiles Consideration Triggers The way we think about Consumer Journeys Shelf Presentation Online External Retailer
- 9. Touchpoints: Moments when consumers are open to influence In-home Ethnography Social Media Listening Life Slicer™ Online Survey Passive Metering Digital Shopper Diaries GPS Tracking In-Store Tracking Tools to Understand the Consumer Journey POS Video iBeacon Micro Surveys
- 10. Touchpoints: Moments when consumers are open to influence Tools to Understand the Consumer Journey In-home Ethnography Social Media Listening Life Slicer™ Online Survey Passive Metering Digital Shopper Diaries GPS Tracking In-Store Tracking POS Video iBeacon Micro Surveys
- 11. This is the information the tactics will feed. 11 Touch points: What are they doing and where? − Research (online, in-store, etc.) − Planning − Recommendations (who/where) − Endorsements − Experiences − Etc. What is being considered? (attributes) − What are the most relevant/ important considerations? • Brand • Price • Quality • Recommendations • Convenience • Etc. Select shopping channel/ retailer − Channel − B&M − e-commerce How they navigate the store/ way finding How they shop the store − Brands considered − Routine − Expectations − Behavior − Signage − References − Recommendations − Smartphone − Staff − Circulars − Sales − Etc. What is being considered? (attributes) − What are the most relevant/ important considerations? • Brand • Price • Quality • Recommendations • Convenience • Etc. User Profile − Segments − Brands used − Demos − Lifestyle − Culture, religion, language impact − Tech/Media habits/usage Mission (% of trips) − Restock/Replenish − Discovery − Distress − Special Occasion Consideration Triggers − List and frequency Usage − Where − When − Needs – condition/routine/etc. − Pain points Attitudes/Shopping Personality − Approach to shopping (planner, researcher, impulse, etc.) •Profiling questions •Bi-polar scales (I’m willing to pay more to…, I’m always looking to save) − Point of view Performance − Meet expectations (value, quality, efficacy, etc.) Advocacy − What did you do after purchase? • Repurchase • Review/Rate • Blog • Recommend • Etc. Brand Equity/Loyalty − Repurchase − Consideration for other products within brand Getting to the shelf Shelf Performance Primary Sources Supplemental Sources LIFESTYLE: Brand / Category Mindset PRE-SHOP: Physical / Mental Touch Points SHOP: Choose-Buy Drivers POST-SHOP: Loyalty / Advocacy By Mission: Respondents put in mindset of a particular mission Legend:
- 12. 12 Eye-Tracking Cutting edge observational research that goes far beyond self-stated reporting and traditional shopalongs, and provides granular detail on actual and subconscious behaviors.
- 13. 13 Eye-Tracking: How it works Respondents are fitted with eye-tracking glasses that follow their eyes as they shop the shelf, evaluate advertising, engage with digital content etc. The glasses are sensitive enough to precisely track pupil movements to a few millimeters. Provides detailed measurement and insights into unconscious behaviors, engagement and factors that influence action. Records: • What they see: Fixations to within +/- 0.5⁰ • What they do: Point-of-view camera • What they hear: Full audio • Up to 90 minutes • At sub-second levels Lightweight | Fully Mobile | Unobtrusive
- 14. 14 Eye-Tracking: Typical Process Respondents are recruited similar to a standard qualitative program – booked for a typical 1 hour shopalong and incentivized accordingly Researcher(s) and respondents meet for a pre-shop briefing and interview to discuss the ‘mission’ and the lifestyle mindset going into the research. A few minutes are also set aside for eye-glass fitting and calibration. Respondent embarks on their shopping trip, usually shadowed but not interacting with the researcher as the glasses capture all activity. Researcher and respondent typically spend 20 minutes after the shop to debrief the activity and review the video.
- 15. 15 Eye-Tracking: Advantages Aside from meeting the overall objectives of the program, it: • Goes beyond the stated behavior. • Adds depth to the qualitative feedback. • Can be a powerful visual reinforcement in presentations. • Gets inside the consumer’s head and sees the world through their eyes. • Allows researcher to observe consumer activity without interrupting or influencing that behavior. • Measures minute or subtle differences in human interactions – noting, evaluating, selecting.
- 16. 16 Eye-Tracking Use Cases Shopping User Experience Product Testing Customer Experience HCI Ad Testing
- 17. 17 Eye-Tracking: Applications Overall Shopping Behavior • How do customers shop? Category, Aisle, Department, Store • What draws shoppers attention during their shopping trip? Packaging • How effective is a new package at drawing shopper’s attention? • How does the package A perform versus package B? • How easy is it for shoppers to find the product? • Do shoppers notice the new logo or other on package element? Shelf Design • Which performs better shelf layout A or shelf layout B? • Will repositioning product X improve sales? Why? • What competitive products do shoppers consider before making a selection decision? In-store Communications • How does in-store communication effect shopper behavior? • How does in-store communication placement impact its effectiveness? • What draws shoppers to look at different types of in-store communication? Other • What causes billboards to be noticed by drivers? • How do customers use smart devices? iPads, SmartPhones • What aspects of a menu draw diners attention to specific menu items? • How do users interact with a website?
- 20. Eye-Tracking: Example Reporting % Noting % Evaluating % Selecting (Holding) 80% - 100%60% - 80%40% - 60%0% - 20% 20% - 40% 322 256 298 403 0 100 200 300 400 500 600 700 Control stores Test stores Avg time interacting Avg time noticing 5 Min 22 Sec 4 Min 58 Sec Total Control 10 Min 20 Sec 4 Min 16 Sec 6 Min 43 Sec Total Test 10 Min 59 Sec Duration of fixation and interaction Noticing: Duration of time shoppers are looking at and viewing an area/product Interacting: Duration of time shoppers are holding and touching products (as well as viewing them) Control Store Test Store 20
- 21. 21 Eye-Tracking: Considerations When you embark on an eye-tracking program, you need to be aware of a few key considerations: • Always requires retailer approval in advance for the shopalongs. • The potential for some ‘showmanship’, as with typical shopalongs. • Sponsor/client staff are also subject to behavioral changes – can be overly enthusiastic or more reserved because they are ware of the research. • Always be mindful of where and how to stage respondents based on the research environment and objectives But these considerations are easily overcome and significantly out-weighed by the benefits of the research.
- 22. Questions? Paul Hartley Vice President, Tech & Telecom Market Strategies International 678.799.7375 paul.hartley@marketstrategies.com Visit our website: marketstrategies.com Read our blog: freshmr.com In-Store Tracking: At the Core of the Consumer Journey
Notas do Editor
- Introduction Who I am What I do Why I am here
- Role as researchers Explain how we define CJ and why it is important as a researcher Why we especially like to use Technology in this methodology
- Ours is a Classical Approach What people say – classical attitudinal accessible through mainly tried and trusted methodologies What people do – classical behavioral accessible through technology more and more. We are constantly looking for uses of technology to complement tried and trusted. The two are not mutually exclusive, I will discuss some technologically advanced ways to get at attitudes too…but mainly to understand behavioral can we really get the most our of technology
- We are always looking for layers of content to overlay to get the full picture. In this simple depiction of attitudinal and behavioral – and in the context of today’s discussion – we overlay traditional research methods with technologically advanced techniques
- {I’ll set up a little bit of a straw man here and we should keep the graphics simple} Asking people what they do and why they do certain things will remain at the core of what we bring to the table as researchers Reliance on accurate recall – recency discussion Reliance on people telling the truth – how many read the label on their food in real life example We still get a huge amount through experienced researchers getting as close to the actualité, but what if we could get closer to the real person, to bring the person to life per the vizualization at the top of this deck
- Using technology for the sake of it isnt just for fun. And we are not Big Brother. Our technology is always used with the knowledge and consent of participants. Again, with the skillful implementation by our researchers we can do our best to ensure non-invasive technology gets us as close to reality as possible.
- Definition of Consumer Journey: Lifestyle – Pre/In – Advocacy Definition of constituent Path-to-Purchase: Pre/In
- This visual shows a few of the key elements of the Consumer Journey I’ll use a few of these on the next few slides: User Profile − Segments − Brands used − Demos − Lifestyle − Culture, religion, language impact Mission (% of trips) − Restock/Replenish − Discovery − Distress − Special Occasion Consideration Triggers − List and frequency Usage − Where − When − Needs – condition/routine/etc. − Pain points Attitudes/Shopping Personality − Approach to shopping (planner, researcher, impulse, etc.) • Profiling questions • Bi-polar scales (I’m willing to pay more to…, I’m always looking to save) − Point of view Pre-Store Triggers Shopping missions In store
- Touch points: What are they doing and where? − Research − Planning − Recommendations − Endorsements − Experiences − Etc. What is being considered? (attributes) − What are the most relevant/ important considerations? • Brand • Price • Quality • Recommendations • Convenience • Etc. Select shopping channel/retailer − Channel − B&M − e-commerce
- Touch points: What are they doing and where? − Research − Planning − Recommendations − Endorsements − Experiences − Etc. What is being considered? (attributes) − What are the most relevant/ important considerations? • Brand • Price • Quality • Recommendations • Convenience • Etc. Select shopping channel/retailer − Channel − B&M − e-commerce
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works
- Which takes us back to this visual and the notion of how best to bring the consumer and thus the Consumer Journey to life. Constantly looking for enhancements Not tech for tech’s sake Leading edge with what works