This is a presentation to Starcom MediaVest from Singapore Management University in a course called Communication Research.
The case was to find audience insights, moments of receptivity and touch points for Samsung.
Samsung's goal is to become the most sold Android tablet on the market and one day, and this was our group's presentation and suggestions on what to do.
These slides present our findings, allow with suggestions on how to accommodate our findings.
The course is lead by Mark Chong.
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Samsung Case - Research on how to reach audience (2012)
1. BRIEF
Thursday, 3,November 2011
The Brief: Starcom MediaVest Group presented the case of constructing a marketing campaign for the Samsung tablet series called GALAXY that is being launched worldwide with a special focus on their target audience in Singapore.
The strategy described by Starcom MediaVest is to focus on becoming the most sold and best-known Android tablet available on the market. This leads the focus away from competing with any tablets using a different OS such as iOS, WebOS, Windows etc.
Consequently, many popular tablets (such as the iPad) which one would expect to read about in this form of report receive the status of being indirect competition and are therefore not the focus.
2. Thursday, 3,November 2011
Target Audience
• Primary target: Age 25 ~ 45, gender neutral, PMEBs (professionals, managers, executives and businessmen), tech enthusiasts
• Secondary target: Age 20 ~ 25, gender neutral, mobile and tech-savvy youths
3. How are you going to get your
target audience to be more engaged with
the brand message?
Thursday, 3,November 2011
Objective:
How are you going to get your target audience to be more engaged with the brand message?
4. CLUTTER ANALYSIS
Thursday, 3,November 2011
Doing a clutter analysis will enable us to discover where Samsung and their competitors are currently making their customers aware of themselves. This is useful in order to differentiate oneself and therefore send a stronger and clearer message.
5. Thursday, 3,November 2011
Contrary to common perception, the market is actually filled with a number of Android tablets, although they do not currently have large market shares. It is also important to keep in mind that the tablet market has only existed for a few years. The number of brands with Android tablets tells
us that there is a rapid development of the Android market, and there are no imminent signs that this will slow down.
- Almost all tablets are advertised through television commercials either viewable on TV or through videos on online sites. One can assume that creating awareness through the TV media is productive, but not differentiating.
- On the social media aspect, we mainly looked to see if the product was highly visible on Facebook, since it is the main social media platform in Singapore. The clutter shows that there are very different strategies, where such companies as HTC have pages specific to location (Singapore,
USA, UK etc.), while others have pages dedicated solely to the product, or only have a company page that changes its focus depending on its latest offering.
- It is clear that those companies that have highly popular tablets are also the companies that have a generally better approach to creating awareness across several platforms, and not just one standard or singular platform.
6. Thursday, 3,November 2011
Overall, the clutter analysis leaves the company one of two choices:
1) Find new and creative locations for advertising or,
2) Find a new and creative method of communicating the message.
8. ZMET
Thursday, 3,November 2011
ZMET (The Zaltman Metaphor Elicitation Technique)
Aim: To identify behavioral and emotional insights to understand the audience’s attachment to technology. Non-verbal communication would lead to deeper and more representative insights about the audience.
9. ZMET
AUDIENCE INSIGHTS
Thursday, 3,November 2011
ZMET (The Zaltman Metaphor Elicitation Technique)
Aim: To identify behavioral and emotional insights to understand the audience’s attachment to technology. Non-verbal communication would lead to deeper and more representative insights about the audience.
10. ZMET
WHAT WOULD YOU LIFE BE WITHOUT
TECHNOLOGY
Thursday, 3,November 2011
Method: Through purposive sampling, 16 individuals were recruited in the age group of 25-35, and are currently working in Singapore.
Since we can use only 1 theme to give to our respondents, we looked into several themes and decided to use the theme ‘What would your life be without technology’ in order to find out what they like and dislike about technology and how their lives revolve around the gadgets they own
They were instructed to collect 10 photographs that fell under the theme, ‘What would your life be without technology’.
11. Thursday, 3,November 2011
Aim: To employ an auto-ethnographic research technique to understand a typical day in the life of our audience and thus identify the touch points and moments of receptivity
Method: Through purposive sampling, 13 individuals in the age group of 25-35 and 15 individuals in the age group of 18-25 were recruited and asked to maintain a journal recording the timeline of their typical daily activities
12. JOURNALING
Thursday, 3,November 2011
Aim: To employ an auto-ethnographic research technique to understand a typical day in the life of our audience and thus identify the touch points and moments of receptivity
Method: Through purposive sampling, 13 individuals in the age group of 25-35 and 15 individuals in the age group of 18-25 were recruited and asked to maintain a journal recording the timeline of their typical daily activities
13. Thursday, 3,November 2011
Our initial plan involved using Twitter as a medium of journaling, instead of maintaining a paper journal, where the participants could tweet their activities through the day with the hash tag #commresearch. However, after observing the tweets of six respondents over one day, we realised that it
wasn’t serving the purpose of our research because the language used was the language of emotion and not the language of action, so we switched over to traditional journaling.
19. Thursday, 3,November 2011
Love - connected to friends and family BUT hate - constant invasion into personal time
Love - technology simplifies virtual world BUT hate - clutter, noise in real life
Love - personalise the tech they use BUT hate - everyone striving towards same goals
Love - empowered by ease of access to info BUT hate - pressure to live up to expectations
Love - not missing out BUT hate - not being able to lose track of time
21. "GETTING IMPATIENT WAITING FOR
BUS. SPOT AN AD FOR DENGUE
FEVER ON ONE OF THE BUSES."
Thursday, 3,November 2011
22. "IS IT LUNCH YET? I THINK FOOD IS
AN EXCUSE TO ESCAPE FROM
OFFICE LIGHTS AND DESK."
Thursday, 3,November 2011
23. "I KINDA HATE THE PLACES THEY PICK TO EAT AT;
FOR TODAY IT'S THIS LOCAL CAFE WITH BAD
FOOD THAT I DREAD... GOING ALONG ANYWAY
FOR SOME NON-COMPUTER BASED INTERACTION."
Thursday, 3,November 2011
24. "TRYING VERY HARD TO BE INTERESTED.
PERHAPS I SHOULD HAVE USED THE LUNCH
BREAK TO SURF AFTER ALL."
Thursday, 3,November 2011
33. AUDIENCE INSIGHT:
LOVE /HATE RELATIONSHIP
MOMENT OF RECEPTIVITY:
WHEN WAITING FOR THE NEXT STEP.
Thursday, 3,November 2011
we know they have a very pratical use of technology, but that it also hinders them.
So we want to get the right target audience, by showing that they can use technology to make life easier.
34. QR
Thursday, 3,November 2011
- Ask class to use
- what is the technology
- It hides a msg, and people know it
= provokes an action
not because of buzz
location location location
50. Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
51. Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
52. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
53. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
54. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
55. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
56. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
57. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
58. ?
Thursday, 3,November 2011
Actually USE of QR
- can not lame
- can cool
- can useful
- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.
60. CAUSAL DINING
Thursday, 3,November 2011
Causal dinning such as the SOup Spoon would use a tab
allows playtime and experience with the tab
61. FINER DINING
Thursday, 3,November 2011
Leave the menu card. Make it all digital
Being able to order directly on a tab, allows play time and experience on the tab but with even more indepth experience.
63. SUMMARY
AUDIENCE INSIGHT:
LOVE /HATE RELATIONSHIP
MOMENT OF RECEPTIVITY:
WHEN YOU ARE WAITING FOR THE NEXT STEP.
TOUCH POINT:
PUBLIC TRANSPORT, DINING, RESTROOM, ELEVATOR
Thursday, 3,November 2011