Connecting the DotsDriving Deeper Insights for Maximum ImpactJune 19, 2013

Past

Present

Future

Connect the Dots

Enter Ipsos SMX (Social Media Exchange)

Our goal is to help clients inspire and accelerate business growth by putting the consumers voice at the heart of your organization.

We do this through listening and by creating engaging, collaborative, environments for brands to interact with consumers in real-time.

A retailer came to us after completing a consumer touch point study where they

examined the consumer path to purchase.

A major element was missing though. Specifically, how does today’s reality, the

digital age, relate to these touch points?

8

A Quick Example

Overlay Social Data

Service

Experience In-store

Food

Catalogue

PurchaseIntent

Experience @homepost purchase

Products

Experience@home

pre purchase

Price

Campaigns

43%

30%

13%

3%

5%

12%

14%

9%

8%

9% „I was at Brand X yesterday and I was really impressed by the wide range of

LED-lamps.“

„In my opinion no one is allowed to marry until

they have built up a chest of drawers from

Brand X together.

„Brand X-store assistants who can‘t spell the names “

„The transport-costs are really

expensive!“

„I like the Brand X-Song and the good thing is that I in fact

need new furniture now!“

„I survived a Saturday afternoon at Brand X...“

„Hi Petra, no you‘re not the only one with this

phenomenon! We sometimes drive to Brand X to eat xxx in the restaurant, my son loves them so much…I also always

find something to buy....

„Browsing the Brand X Catalogue to get

inspirations for sewable Home-Design“

„Sunday, midnight. I walk around my room

with my Brand X catalogue and tape“

This beautiful peace of furniture costs 39,- Euros. At that price, I just HAVE to buy it!

€

Bubble size represents share of topic: products = biggest share Base: Manually coded sample of n=152 , topics ≥3%

10

MozRank* low middle highhigh middle low

+ / -Controversial

SOCIAL BRAND DNA

Understand Key Conversation Drivers

*MozRank = 1-10, importance of web pages. Most mentions on Twitter & facebook which have a high MozRank.

Service

Experience In-store

Price Food

CataloguePurchase Intent

Experience @home

Products

Base: Manually coded sample of n=152

How to read: The Bubble size represents the share of topic. A positioning further outwards means potentially higher reach.

Negative Positive

In Conclusion

The future of market research no longer relies on single data sources to tell a story. Listening is as important as asking, and social is embedded in every story.

Thank You