Digital research opportunities for FMCG businesses · survey, e.g. 15 minutes •Other specifications –Are specific methodologies needed, e.g. monadic experiment/conjoint/product

Digital research opportunitiesfor FMCG businesses

Melanie Esters and Liane Koschke SAVVY Research GmbH

SAVVY Research: What we do

Generatecontent

Answering questions

Drive projects

Enhance researchprocess

Digital research opportunities

Online research cycleo Survey designo Panel choiceo Software choiceo Questionnaireo Analysis

How van SAVVY Research help you?SAVVY Research project team

Research process in digitalized online surveys

Let´s start withthe initial researchquestion

Researchquestion

Study objectivesAim of the

survey/study?

Survey design

1.

Target groupWhom should I ask?

Panel choice

2. AchievementWhich functionalities

and methods do I need to run the

survey?

Software choice

3.

TargetingWhat and how to ask

questions?

Questionnaire

4.

AnalysisHow to present

results?

Results &interpretation

5.

Questions: Study objectives

• Aim of the study?• Questions to be answered in the study?• Which key figures should be evaluated?• What to do with the results after the survey?• What marketing decisions should be made with the results?• When and how often are results needed?• Who will need access to results?• How to design the study in order to reach its targets?

Method Target group Sample Quota Timing


survey/study?

Survey design

Questions: Target group

• Who belongs to my target group? • Best way to approach target group?• Do I have access to my target groups (addresses) or do I need a panel?• Which (good) panel providers are available? • Differences in quality and prices between different panel providers?• Which information are needed for a panel brief?• How are my incidences? Am I getting enough panelists? • Can I use profiling data to target panelists in order to save panel costs?


Panel choice

Panel briefing: Which information are needed?

• Country – Countries, regions to include in the study?• Target group – clear description of the target group and screening

questions, e.g. women using deo regularly• Incidence – if available, e.g. >90% females are using deo regularly• Number of cases – How many respondents do I need, e.g. n=500• Interview-length (LOI) – how many minutes will it take to answer

survey, e.g. 15 minutes• Other specifications – Are specific methodologies needed, e.g.

monadic experiment/conjoint/product test/etc. or clarification of responsibilities to send out product samples for in-home use tests


Panel choice

Questions: Achievement

• Aim of the study and how to achieve it?• Which methodologies are needed to answer survey questions?• Which software providers are available and how user friendly and

professional are they? • Which software partners offer specific methodologies?• Requirements on automated charting tools?• Which security requirements are important for my company?• Access to raw data? Which format?• Pricing models of different software providers?

AchievementWhich functionalities


survey?

Software choice

Questions: Targeting

• How to program a survey?• How to ask questions in a research appropriate manner? • Best order of questions?• How to keep momentum during survey in order not to bore panelists?• What makes a survey interesting?• How to engage panelists?• Best way to work with functionalities like routing, piping and

rotation?• How to write a good introduction and thank you text for the survey?• What is important for panelists taking part in a survey?


questions?

Questionnaire

How to design a good survey questionnaire?

Check answer options• All answer options available?• Even or uneven number of answers?• Integration of not-to-answer-option?

Check feasibility• Can every participant answer the question?• Is the panelist able to recall the event or the

situation?Quality checks• Add control questions• Plausibility checks

Generally• Order of questions (what comes first)?• Define question type• Avoid to bore panelists

Wording• Clear and easy• No shortcuts and foreign words• Question related to one topic• No suggestive questions• No double denial


questions?

Questionnaire

How to prepare complex survey questionnaires?

Routing: Filters, jumps,

branching

Screen-outs: Define requirements

to panelists

Piping: Specific elements are tied to former answers

Quotation: Define set of panel

groups

Rotation: Presentation of items and answers based on chance to

avoid effects of order

Optimizing survey questionnaires through logic instruments


questions?

Questionnaire

Questions: Analysis

• How to present results?• Who will see presentation or need to work with the results?• What decisions will be made based on the survey results?• Which visualisation is appropriate/needed?• Which statistical methods are helpful?• How valid are the results?


results?


Base: All respondents

price

comfort

odour

design

qualityQuality most important

for product choice followed by price

SAVVY chart – Importance of attributesAnalysisHow to present

results?


0

10

20

30

40

50

60

Awareness

Likeable

ModernAppealing

Good odeurPerceived brand image

of two body care products

SAVVY chart – Comparison product attributes



results?


Brand DBrand A

Brand B

Brand C

Brand E

dynamic

boring

innovativetraditional

Better understanding of brand positioning within

competitor set

SAVVY chart – Brand performance cluster



results?


“All necessary information are indicated on the

packaging…” “I really like this product due to its

consistency”

“I would choose this product out of the three

alternatives. It seems most appealing to me.”

“Thumbs up! I have waited a long time for such a good product”

“It smells fresh and nice like limes”

“It’s very good value for money”

“This idea is totallyinnovative and inspires me”

“My skin has reacted very well to the product”

SAVVY chart – LikesAnalysisHow to present

results?



3

1

5

8

12

14

18

8

2

5

14

16

15

19

12

9

20

16

20

24

20

50

55

40

35

24

25

20

27

33

30

27

28

22

23

Top-2-Box Mean

Don‘t know/no answer

(5) Extremely satisfied

(1) Not at all satisfied

88 4.2

52 3.4

43 3.1

Kindness of the staff in the shop

62 3.6

77 3.9Overall satisfaction

Quality of the purchased product

Product selection in the shop

Product selection in the online shop

Ease of the order in the online shop

Price-performance ratio of the purchased product

70 3.9

47 3.3

SAVVY chart – SatisfactionAnalysisHow to present

results?


OVERALL OPINIONDifferenceBrand 1 to

Brand 2 Brand 3

Is a well-known brand 0,6 0,9

Has a wide product range 1,8 1,6

Offers high-value products -1,6 -0,1

Is very likeable 0,9 -0,6

Products are available everywhere 1,5 0,9

Has a good price-performance ratio 1 -0,3

Suits me and my skin 1,8 -0,6

Offers highly effective products 0,5 -0,5

Offers useful products for a daily use 0,5 -0,5

Is modern -0,1 -2,4

Is credible 1,1 -0,2

Is particularly suitable for young people 0,8 -1,3

Is natural 1 0,2

Difference ≤-1 Difference ≥1

Base: All respondents, who know the respective brand

SAVVY chart – image dimensions

1 2 3 4 5 6 7

Brand 1(n=245)

Brand 2(n=251)

Brand 3(n=129)


results?


Brand 1 Brand 2 Brand 3

Logo Logo Logo

n=xxx n=xxx n=xxx

Net Promoter Score

Loyalty(most often used)

50 50 50Repurchase

(currently used) 86 86 86

Trial(ever used or p12m usage)

82 82 82Consideration

(consider to use) 94 94 94

Awareness(unaided + aided)

20

30

60

70

85

90

20

30

60

70

85

90

20

30

60

70

85

90


SAVVY chart – FunnelAnalysisHow to present

results?


How can SAVVY Research help you?

For which steps can we support

you?

We will help you, when you’ll need

us.

Researchquestion


survey/study?

Survey design

1.


Panel choice

2. AchievementWhich functionalities


survey?

Software choice

3.


questions?

Questionnaire

4.


results?


5.

SAVVY Research: How we work

We have a large network

with panel-and software

partners

We provide independent and

customized consulting

services

We offer our clients SAVVY support to the

extent they wish

We enable our clients to run

surveys on their own

Your project team

Liane Koschkeworked as project manager at

Synovate and Ipsos for the last 9 years. She focussed on the finance-

and service industry as well as the health care market. Liane is a

graduate business economist living in Hamburg.

mobile: +49 176 22388505e-mail: [email protected]

Melanie Estersworked in leading positions at The Nielsen Company and at London based PR and advertising agency mymarketinsight for the last 15 years. Her professional focus lies in the FMCG industry as well as the cosmetic & health care sector.

mobile: +49 173 3953442e-mail: [email protected]

SAVVY Research GmbHWinterhuder Marktplatz 2, 22299 Hamburgwww.savvy-research.com

Documents

Digital research opportunities for FMCG businesses · survey, e.g. 15 minutes •Other specifications –Are specific methodologies needed, e.g. monadic experiment/conjoint/product