Eureka’s of Market Research

Success stories illustrating the impact of research on business, public policy and society Eureka’s of Market Research Foreword Eureka’s of Market Research

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Foreword

The ‘Eureka’s of Market Research’ has been designed to give those within the sector a new platform to share and showcase the good work and tangible outcomes of market research to the wider world.

At ESOMAR, it has always been our mission statement to promote and 4 5 Finn Raben elevate market research, and it’s given us great joy to look through the Director General, ESOMAR numerous case studies sent in from agencies and companies that really demonstrate the value of research to our sector.

Within this report, we have highlighted and summarised more than 50 case studies we received. As always, we encourage you to share your thoughts, share this collection of studies and shout loudly about our industry’s great work to the general public.

Finn Raben Director General, ESOMAR Eureka’s of Market Research Introduction

Introduction

The Eureka’s of Market Research is designed to highlight the scientific and rigorous nature of market research. It also aims to demonstrate the inherent creativity and adaptability of any research project, the concrete and practical impact that market research has on people’s lives, in the way it shapes business decisions, consumer products, or institutions, 6 and that market research is indispensable to improving many aspects of 7 everyday life.

People and policymakers widely acknowledge that due to its methodological strength and versatility, market research is an essential added value to our society, as demonstrated in this report. Market research has a long-standing tradition of effective self-regulation which provides appropriate safeguards for the rights and freedoms of the individual. It will always provide relevant, reliable, and aggregated data sets, leading to better decision-making, targeted and cost-effective public policy, and economic development leading to faster growth and more jobs. Eureka’s of Market Research Business Trends

Business Trends

Market research, with its adaptable and innovative methodologies and techniques, has always been at the core of strategic business decisions. Boosting innovation, redefining branding strategies, positioning on the market, assessing investments and launching of new products, are just a few examples of the valuable contribution market research brings to 8 business. 9 Eureka’s of Market Research Business Trends

Attracting customers

How 7-Eleven increased sales of its How? ‘food on the go’ range A four-stage shopper-focused qualitative and quantitative methodology In the first stage, Bergent conducted an audit to ensure existing knowledge and research results about the FotG sector and the client were equally shared between Bergent and 7-Eleven. The second phase of the research was qualitative, and focused on shopping expeditions and emotional association tasks with study participants about factors that drive consideration and perceptions. The third stage aimed to quantify the findings from the qualitative leg of the research project, a national online survey of 1079 FotG shoppers By Bergent, an Australian market research agency. answered questions on rational and emotional factors that drive consideration and perceptions of FotG retailers, different products, in-store themes and in-store experience. Finally, Bergent and 7-Eleven conducted an implementation workshop, to ensure smooth and optimal implementation of the findings.

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Why? So what?

Positioning on the market and new opportunities for business Increased sales, profit and brand’s image 7-Eleven, a global chain of convenience stores, was very interested in growing its Results from the research were surprising. Shoppers saw 7-Eleven as providing real Foodservice, or fresh ‘Food on the Go’ (FoTG) category, and achieve sustainable profit FotG, and did think that the snacks and packaged food they offered were tasty; many growth in this domain. They asked Bergent to investigate the needs, perceptions admitted they ate them as meals. Shoppers’ awareness of the ‘real food’ available at and experiences of people shopping for ‘Food on the Go’ at 7-Eleven, in order to gain 7-Eleven was low. Store visits were a pleasant surprise to many. They felt the range, insight into how to move forward. taste and price of sandwiches and other traditional FotG offers were high quality. By keeping the focus on the shopper, Bergent identified opportunities to boost FotG performance against 7-Eleven’s research and business objectives; changes suggested by the research led to an increase of 32.3% in the profits of the Foodservice category and an increase of 25.5% in Foodservice sales. The changes also had a positive impact on the brand: ‘Active Brand Consideration’ for Food on the Go went from 44% in June 2014 to 59% in December 2014, up to an all-time high of 63% in January 2015. Eureka’s of Market Research Business Trends

Improving collection of relevant data

How Air France KLM used How? research to stay ahead of its Survey and mystery shopping First, with regard to the design of a new consumer satisfaction survey, Air France KLM did an inside survey probe within the company to understand what each department at competition every level of the hierarchy needed in terms of data and information. They identified a number of methodologies that could replace the pen-and-paper survey, and assessed each one using the MoSCoW prioritisation method (Must, Should, Could, and Won’t do). Then, the mystery shopping process was redesigned, with the idea of having the By TNS, a global market research company. passengers, rather than professionals, act as mystery shoppers. First, a screening was conducted to gauge the enthusiasm of passengers about the idea, to see whether there would be volunteers and to adjust the incentives given to potential participants. Following the screening, a pilot was launched to test the design of the programme and the app through which the programme would be delivered. A limited number of carefully chosen customers were able to participate. 12 13

Why? So what? Cost-effective way to ensure and evaluate passengers’ service New methods for collecting reliable consumer satisfaction data Air France KLM needed to measure two things: consumer satisfaction with the services Following the research results, email surveys and on-board e-services were the provided, but also whether these services are being delivered as they should be and as only two methods of data collection that met the basic requirements outlined within defined by company guidelines. Air France KLM needed to assess a new methodology the organisation. Regarding the revamped mystery-shopping process, customers to measure passenger satisfaction in a contemporary, flexible, cost-efficient and reliable expressed enthusiasm at the idea of documenting their travel experience through way, while also maintaining the representativity, volume and robustness of the sample. an app. During the pilot, 96% of participants found the app easy to use and its user To design and assess this new methodology, the company worked with research friendliness very high. agency TNS. Following the testing and positive results from the pilot programme, both of these market research schemes were implemented and automated, under the names of the E-SCORE and the Quality Observer programmes. The data from the consumer satisfaction survey allowed for the creation of a completely new dashboard to be used by company employees at every level. It is used by over 2,500 users, from top management to operational team leaders, who look at the results on a monthly basis. Eureka’s of Market Research Business Trends

Fashion and retail

How Luxottica redefined How? its brand strategy to target Quantitative survey and ethnographic interviews Luxottica conducted the research in 7 countries: USA, Brazil, France, Italy, Turkey, India and China, using a number of complementary research methods, in order to millennials provide a 360° vision on the subject group. A quantitative research survey was used with 10,500 respondents, including millennials, but also Generation X and Baby Boomers. Alongside this, ethnographic interviews were carried out, including digital diaries to screen-out respondent shop-alongs, and By Luxottica, the international leader in eyewear, owner of accompanied eye-exam visits. The objective: to go in-depth into Millennials’ feelings and motivations, shopping habits and attitudes towards eyewear. brands such as Ray-Ban.

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Why? So what? Reach a new consumer group Understanding of consumer motivation and shopper journey: redefining of brand strategy Luxottica decided to focus on Millennials, the generation born between 1980 and the mid-2000s, to shape and inform its vision for the future, due to their purchasing power. The results demonstrated how Millennials think about brands and their own appearance. It showed the development from seeing prescription glasses as a hindrance, to seeing them as part of their visual identity and an accessory. The results redefined Luxottica’s brand strategy, resulting in the creation of a more holistic and personalised experience. The research also inspired the creation of a follow-up online platform, the Ray-Ban Envisionner Community, made up of ‘cool hunters’ from 10 mega-cities who spot new trends and give quick feedback on new ideas. More than anything else, this research has highlighted the status, and importance, of Millennials as a new segment of consumers who expect more proximity and openness from the brands, and demand interaction and engaging experiences when purchasing. Eureka’s of Market Research Business Trends

Branding renovation

How market research revitalised How? the Danone brand Behavioural economics metrics and qualitative research This research consisted of four key steps, each separated by workshop sessions involving the brand team and the other Danone functional experts associated with the project. The first step was a desk and academic review. In this phase the agency presented to the team relevant variables to define value and how this could be improved using behavioural economics. Then, a qualitative exploration followed, during which the research explored all value By Danone Sensory & Behaviour Science experts and PRS INVIVO dimensions of mix (functional and emotional attributes) to see how they could be measured from simple observations (visibility, purchase), or questions. (a BVA Company). In the third quantitative research phase, the agency designed a method of data collection in a lifelike setting, including touchpoints with the brand at critical moments. For each tested brand, a 300–400 people sample of users was observed and questioned.

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Why? So what? Renovating brand experience Increased volume growth, costs saving and new brand When brand growth is at a standstill or declining, when markets are in turmoil and a price The first research results (2 local brands audited) delivered beyond expectations. The first war puts pressure on profitability, every function is required to find solutions. Danone leading brand audited proved to build value experienced around one specific product came to PRS INVIVO with this business challenge: to check with market research what characteristic: a distinctively pleasurable texture. Unexpectedly, the health dimensions were value risk and opportunities from a consumer perspective to improve business. formerly claimed as important for consumers, appeared to build low value as it was perceived as generic. Implementation resulted in a +10% volume growth. Value analysis revealed that this brand also shared very close value drivers with a sister-brand. Aligning products on one single yogurt formula base, later differentiated via fruit preparation for the sister brand, generated recurring cost savings for both brands. Part of these savings could be re-invested to regain uniqueness vs. private label via packaging change. The new packaging supported with advertising generated a new period of double-digit growth for the brand. Eureka’s of Market Research Business Trends

Cinema and advertising

Measuring the effectiveness of How? comedy in generating positive Sampling and innovative facial coding tool The innovative GfK’s EMO Scan™ has been developed to capture facial movement via a webcam, which meant that respondents could watch the material in the natural audience engagement viewing environment of their own home. The advertising sequence comprised two global ads (for Volkswagen and Coca Cola) and three local ads but reflecting the same categories in each market. The ‘funny’ and ‘serious’ content had to be of equally high quality and of universal interest. With a sample of 250 respondents in 9 countries, this By GfK, a leading worldwide market research company, led to a total of over 12,150,000 different data points for comparison, one of the largest biometric datasets ever captured. on behalf of Comedy Central.

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Why? So what? Understanding the power of laughter in advertising Improved audience engagement in advertising It is widely recognised that laughter is beneficial in many ways to people’s lives, from EMO Scan™ clearly demonstrated a higher level of positive engagement with the ‘funny’ reducing pain, stress and blood pressure to influencing people at a subconscious level. content. Across the full extent of the advertising sequence the research found an average Comedy Central wished to demonstrate, using facial coding, that a comedy environment +57% uplift in positive engagement for those who had watched this ‘funny’ content. creates a particularly conducive environment for advertising and even more importantly, Using this technology allowed Comedy Central to build on existing understanding of the role that it can generate a positive response to advertising content at a subconscious level. of humour to demonstrate that audiences who laugh while watching comedy programmes are more engaged with and receptive to the surrounding advertising. This led Comedy Central to offer clear implications for marketers and improved advertising activities.

Eureka’s of Market Research Business Trends

Kids and branding

How market research helped How? Danone become more relevant Focus-groups, interviews and ethnographies Three steps were undertaken by Danone to become more local. In the first research step, “Getting rid of deficit”, Danone’s Rastishka assessed that when they entered the to Russian kids Russian market in post-soviet era, the deficit was still fresh in the memory of Russian mothers. The second research step, “Bringing dad into the ad” allowed ValidataKIDS to observe a strong need for a full family has increasingly become a highly poignant and aspirational By Ratishka Danone and ValidataKIDS, the Russian market research image for Russian mothers. The third and last research step, “Being cool before school”, validatakids showed that Russian kids become “little adults” much earlier than kids in the majority company specialising in kids’ and mums’ market research. of western countries.

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Why? So what? Enter a new local market with global product and brand Re-branding and new marketing strategies In order to find a common language with Russian kids, a real understanding and empathy ValidataKIDS discovered that in Russia going to school is a really crucial milestone in a is needed - what is the best way for western products and brands to find their way into the child’s life. Once they cross the school doorstep they will never be the same and will start minds and hearts of the local Russian audience. In this respect, Danone, a world leader juxtaposing themselves to preschoolers. By no means will they let others even suspect in baby and kids nutrition had to do a lot more than just rename its worldwide bestseller them of eating “baby food”. For these reasons, Rastishka had to give up the idea of keeping Danonino into Rastishka. its traditional global focus on 3-9 year old audience and Danone decided to narrow the audience to 3-6. But even for preschoolers, the existing brand image, Danone’s global brand character Dino, didn’t seem cool enough. ValidataKids discovered that his rolled-up trousers weren’t hip and he was in dire need of gadgets and accessories to demonstrate his pronounced coolness and successful status. By 2012, 2012 Dino had completely changed his dress-code and radically adjusted his facial expressions to be able to enter the “cool” preschooler community. Eureka’s of Market Research Business Trends

Magazine publishing

How market research helped How? create and launch a successful Mix of qualitative and quantitative methodologies The starting point was interviews with experts (e.g. journalists) to understand the potential of the magazine market. The research then moved to a segmentation study new magazine in a difficult market with 600 female participants to identify categories of needs and the target group. Subsequently, the concept for the new product was tested using focus groups and face-to-face interviews with journalists and different segments of readers in order to understand the specifics of each group and the perception of the new magazine By Maison&Partners, a senior research boutique which draws on global concept. developments in social psychology.

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Why? So what? Exploring the possibilities for a new product and understanding New tailored communication strategy and exceeded selling expectation buyers’ motivations The interviews with journalists highlighted the potential space for a new offering. The After successfully introducing a celebrity news magazine on the Polish market, Edipresse segmentation found a potential customer base in the segment called ‘approach-avoidance Poland, decided to bring in other titles from the same category. They were faced with motivational conflict’, women who like gossip but are ashamed of it. The new magazine two challenges: that was created, Flesz, was tweaked to take into account the preferences of readers 1) the market for celebrity news magazines seemed saturated, revealed during the research. 2) the reading of traditional paper magazines is decreasing as readers move online. Thanks to the identification of unconscious needs and desires amongst a segment of the population, the magazine exceeded publisher selling expectations with more than half a million copies sold. Due to appropriately matched communication and content to meets readers’ specific needs, Flesz did not affect the sales of other titles in Edipresse Poland’s portfolio. Eureka’s of Market Research Business Trends

Return on investments and research

How Nielsen proved the return How? on investment of market research Evolutionary optimisation research methodology The researchers decided to look at the technique of evolutionary optimisation. This uses an algorithm to test millions of different concept alternatives, or different combinations of the ideas generated in the initial phase by the product development team, with consumers, who select which option they prefer most. The algorithm evolves learning from previous choices. Across 20 randomly selected new product initiatives, Nielsen compared the average By Nielsen, a leading worldwide market research company. BASES forecasted revenue for concepts, versus those developed using alternate methods. To calculate forecasted revenue, Nielsen assumed a consistent level of marketing support and distribution for each brand, based on category averages.

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Why? So what? Exploring the potential of consumer research in optimising the Consumer insight remains a very important step in the innovation success of new products process In the Consumer Packaged Goods industry, sales growth is often sluggish. This makes The concepts identified through evolutionary optimisation yielded $13 million more innovation and the introduction of new products all the more critical for brands. Given this in forecasted revenue than concepts that were chosen using other techniques. This context, Nielsen wanted to define the relationship between research spend and innovation represents a 38% improvement by evolutionary optimisation over other methods of revenue, in order to understand the role of consumer insights driving innovation revenue. concept identification. On average, optimisation improved an initiative’s probability of success by 65% and was four times more likely to identify an innovation ready for market than alternative research methods. Instead of reducing insights spending, companies should be identifying areas where spending is having the most direct revenue impact and doubling down. By investing in algorithm-based technologies, marketers can test hundreds, or millions, of concept alternatives at once with consumers, in order to identify the best idea to produce products and services that will be successful on the market. Eureka’s of Market Research Business Trends

Brand positioning and identity

How market research helped How? evaluate the brand positioning Online data and panel Because the client was interested in brand awareness within its geographic markets, sampling was restricted to those major metropolitan markets in which the client currently and identity of an events company operates. A total of 404 respondents participated in the study. One group of 202 respondents were randomly assigned to a consumer awareness module, where they were asked recall questions in order to assess their awareness of the brand. Another group of 202 respondents were randomly assigned to a consumer By Keegan&Donato, a consumer panel consultancy. perception module, to measure whether consumers associated the brand name with a single company or multiple companies.

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Why? So what? Positioning in a nascent market Positioning, branding and marketing insights The client, a company that organises and promotes social painting events, was interested The client’s brand was the most recognised social painting brand among study participants, in gauging consumer recognition and perceptions regarding its brand, and therefore called with 50% of respondents indicating an awareness of the brand. Over half of study on agency Keegan and Donato Consulting to conduct a consumer study to give them participants (51%) identified the brand being “more fun” as a key differentiating factor from objective data regarding their ‘brand equity’, or brand recognition, vis-à-vis competitors other social painting brands. Data showed that most consumers in the social painting in the social painting market. market attend events with a group of friends (34%) or as a “girls’ night out” (33%). Nearly three quarters of the sample (74%) reported first becoming aware of social painting through word of mouth (39%) or Facebook (35%). An additional 11% indicated that they first learned about social painting through online advertising. The research results confirmed to the client their brand’s positioning on the market. Knowing that their “fun” image is a key component of their brand identity and ongoing success, the client emphasised the importance of this positioning in their future marketing strategy. The research also confirmed that the client had chosen the right marketing mix to promote itself. Eureka’s of Market Research Business Trends

Launching a product

How Tropicana’s launch in Turkey How? was shaped by market research Combining neuromarketing and traditional research methods Firstly, face-to-face interviews were conducted in the supermarket to list the consideration set for the fruit juice category. Both qualitative and quantitative research took place in order to form a list of criteria on which consumers’ base their fruit juice purchasing decision. Secondly, quantitative EEG (ElectroEncephaloGram) measurements were utilised in a neuro lab to prioritise the criteria list. While EEG research clarified the prioritisation of the decision-making criteria, the underlying reasons still had to be investigated. Therefore, By Pepsico Turkey, (Pepsico is an American multinational food, snack as a third step, participants were taken to neuro-score based in-depth interviews. and beverage company).

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Why? So what? Understanding of unconscious decision-making mechanism in Improvements for retailers and marketing consumers’ minds Before the research, for many years the price was considered as the most important The fruit juice market is rather stable in Turkey and brand loyalty is moderate. By having criteria for the fruit juice decision tree. Tropicana has a high index price compared to a deeper understanding of the unconscious fruit juice purchasing decision mechanism, competitors, which was a concern at the beginning, but this study showed that price is behaviours and motivations, Tropicana was aiming to reach a certain market share and sales relatively less important for consumers. This led to a number of major retailers re-using figures within one year. In addition, it wanted to determine an influential communication their shelf planograms and distribution targets in-line with the research findings. tone of voice in line with the findings. Another finding of the research revealed that there are opportunities for some new flavours, if appealing tastes are unlocked in the market. Marketing and R&D teams started to work on new flavours for Tropicana right after seeing the decision results. The feeling of being fresh is more positive than having the sign of no-additives on the packaging. Consumers distrust no-additives claims unless they are scientific. Considering this insight, the TV copy for Tropicana’s launch was revisited. Freshness and naturalness were added to the copy with emotional tactical details instead of no additives claims. The brand awareness score reached 87%, which was 1.5 times more successful than the average. The brand reached 3rd place in the Turkish Fruit Juice market. The TV ad scored as the 3rd most effective ad in Turkey, and won a Silver Effie award. Eureka’s of Market Research Business Trends

Business, customers and government

How insights helped an electricity How? Combination of qualitative, quantitative , sub-segment analysis and provider and the Filipino government tracking studies Pre-launch, a combination of qualitative research using FGDs and face to face-to-face understand the needs of consumers interviews were conducted in order to understand the pre-paid electricity service’s and to determine the potential incidence/plans, and marketing and communication plan. Post-launch, a quantitative research using face-to-face interviews was done, to understand the entire customer journey of pilot customers. This was followed by a sub-segment By Meralco, the largest electricity distribution utility company in the comparative analysis from customer satisfaction tracking studies to benchmark satisfaction and consumption behaviour against existing postpaid customers of the same profile. Philippines, and Synergy Market Research + Strategic Consultancy

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Why? So what? Solving customer problems and assuring the government’s Win-win combination for customers, government and Meralco regulatory body The variety of methodologies has provided stakeholders with answers regarding particular Buying in small increments has always been a way of life for the Filipino people. Capitalising objectives and for an enhanced customer experience. The research generated economic on this, Meralco branded as K-Load, designing a solution by offering prepaid electricity value for cash-strapped customers and helped to provide previously disenfranchised so that customers can buy their electricity in small denominations. Moreover, the Energy households with their own legitimate electricity service, which gave them an improved Regulatory Commission (ERC), the government’s regulatory body, needed to be reassured quality of life and sense of dignity. that the product is something that customers really needed and wanted. The ERC/government was able to see the benefit of the service, which led to the approval of an initial 40,000 meters, and an additional 100,000 meters’ coverage to be rolled out in a wider area of Meralco franchise upon one year of the project’s approval. For Meralco, the research generated savings in terms of operating costs and marketing spend; increased sales from incremental/new customers, and improved the company’s cash flow position with the decline in delayed payments; improved brand equity perception and resulted in higher customer satisfaction for Meralco. Eureka’s of Market Research Business Trends

Economic crisis and branding

How market research helped How? British American Tobacco to change Qualitative and quantitative methodologies Wide-scale exploratory research covering not only smokers but, more generally, developments related to poverty in Poland. Four in-depth expert interviews were the brand’s perception in crisis conducted (with sociologists, a cultural anthropologist and with a psychologist). Social and economic data available was also analysed, and 12 all-day ethnographic observation sessions were conducted with the participation of ‘low segment’ smokers. The next step was qualitative and quantitative testing of concepts developed by By TNS Polska for British American Tobacco Polska. British American Tobacco (BTA) for the target group thus identified.

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Why? So what? Developing the brand’s new strategy targeting consumers in crisis Down-trading in crisis is possible, but not at any price After 2009, growing numbers of people experienced a mental situation previously The most interesting conclusions from the research reflected in universal recommendations reserved to lower segments of consumers that could be defined as “in crisis”. Better for brands wanting to reach consumers in crisis. One of the key learnings from the study was understanding of the situation of consumers finding themselves below the country’s that down-trading in crisis is possible, but not at any price. Customers have to be sure that poverty line became necessary. With the growing sense of a crisis threat, TNS Polska the products they choose are of a certain quality. Having given up more expensive brands, was asked to find insights among ostensibly affluent consumers. Therefore, it became they do not want to feel that they are choosing an inferior product, the key factor here is essential to understand these strategies and to adjust the ATP product portfolio to perception of popular and international brands. Another important element is that packaging those evolving consumers’ needs. aesthetics can mitigate the dissonance resulting from choosing a cheaper brand. Thanks to this understanding, BAT could offer lower cost products still acceptable for a wide range of consumers without lowering their satisfaction or self-esteem. It became a strategy to approach consumers in crisis. Product features that were previously reserved for expensive premium products are now seen in products at the bottom of the market (for example pack shapes, new filters, pack designs). Cheaper brands are no longer perceived as low quality, old-fashioned, local and outdated, but as real value-for-money products, mainstream, popular, smoked by everyone, everywhere and every day, of good quality and price. Eureka’s of Market Research Business Trends

Economic crisis and buyers behaviour

How insights helped Romir How? understand buyer behaviour Quantitative research using panels The platform for research implementation was the consumer household panel ROMIR SCAN PANEL which now comprises of 10,000 consumers, 3,600 households in 52 Russian in times of crisis cities with population of over 10,000 thousand people. Each household is equipped with a PC, a barcode scanner and Internet access. The panelists scan barcodes of all products and goods they bring home. During the scanning process the product is automatically recognised at the SKU (stock keeping unit) level with the following description of each By Romir Research Holding, one of the largest independent Russian purchase’s parameters: time of purchase, place of purchase, price per unit, total price, etc. Scanned data is transmitted in an online mode to the Scan Panel database. research holdings.

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Why? So what? To understand changes in buyer behaviour that have occurred during Accurate evaluation of Russians’ level of life for stakeholders the recent crisis The results received over the course of the research showed that only 16% of all buyers The Russian economic crisis of 2014-2015 was accompanied by food product sanctions are not involved in some kind of economising mission in the time of crisis. The rest of against a number of European countries as well as a depreciation of the ruble. How should the consumers can be divided into various segments according to their different saving retailers and manufacturers react to all those crisis-related changes, how do they keep strategies. When the project launched, there had been a hypothesis that the main driver of their share of the market and maintain customer loyalty? How should the state support buyer activity during crisis would be price promotion. However the research revealed that a population that’s getting poorer? the main buyer group (28%) are people whose saving strategy consists of optimisation of their portfolio. That research allowed manufacturers, in their negotiations with retailers, to highlight cooperation and the creation of loyalty programme options for the end consumer aimed at intensifying consumption and increasing of the repeat purchase rate among the chain’s consumers. State statistical and analytical institutes have already used and continue to use the research data for their evaluation of the Russians’ way of life as well as regulating the pricing policy on the basis of price tracking data. Specifically, growing prices compelled the government to think about the unprecedented rise of the country’s subsistence level that was increased by 17% in the first quarter of 2015 compared to the fourth quarter of 2014. Eureka’s of Market Research Business Trends

Cosmetics market

How market research enabled an How? FMCG company to understand the Qualitative and quantitative research The challenge was to unveil the true motivations and feelings of Indian women within the framework of quantitative research. To achieve this, the principles of projective techniques beauty needs of Indian woman were adopted and modified to suit the quantitative nature of the study. The projective technique was used in conjunction with the max-diff technique to create the need elicitation framework that was used for this study. Every women was shown about 20 sets of emotional motivations in a randomised manner. By IMRB, a leading worldwide market research company. The responses were then used to form the emotional need spaces of the Indian women in the skincare category. Instead of standard segmentation techniques, a new technique called Non-Negative Matrix Factorization was used to arrive at the need spaces. This technique was used as it looked not just at differences between preferences of each woman but also at the interplay between different motivations while forming the segments.

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Why? So what? Identify the emotional need spaces for women Understanding of the user motivations and formulation of product portfolio and strategy One of India’s largest FMCG (Fast Moving Consumer Goods) companies approached IMRB to help them understand the primary needs and emotions that drive Indian The emotions that defined each segment helped in identifying possible positioning women to use skincare and beauty products. The business objective of the study was platforms and communication cues. The interplay of different categories and presence to identify the possible opportunity spaces that exist in the category, whom to target of brands suggested whether there was any opportunity to enter the need space. through their brands and their possible positioning platforms. The need spaces were presented to the client in the form of two-minute collage videos of popular movies and ads that best brought alive the motivations of the segment. This helped the client envisage and visualise the segments better and these videos also served as the creative brief for the media agencies when creating the product communication. The client is now developing products and communication for the chosen need spaces. Adaptation of the projection to sophisticated analytical tools like Choice Modelling and NMF can be used effectively in large scale social projects concerning various topics from premarital sex and AIDS to opinions about presidential candidates, revealing the true feelings that people may not be willing to express if asked directly. Eureka’s of Market Research Business Trends

Pet care and marketing

How market research helped How? bring marketing into direct Experimental ethnographies Happy Thinking People (HTP), regularly executes experiential ethnographies with Mars Petcare staff, bringing marketing into direct contact with cat and dog owners. contact with cat and dog owners The methodology entailed a 2-day consumer immersion, which started with a half-day training introduction to ethnographic research methods. Clients then went into the homes of pre-recruited cat and dog owners, accompanied by an HTP researcher to get to know their end-users (cats, dogs) better in their own environments. The sessions By Happy Thinking People, an international marketing and research were aimed to be minimally intrusive, lasting 2 – 3 hours. After the consumer immersion (4 x 2h interviews per team), there was a download session where all stakeholder and consultancy for Mars Petcare. newbies exchanged experiences and brainstormed on findings gathered during their interviews.

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Why? So what? Understanding of customers’ needs Multiple benefits – insights and product innovation The consumer is king at Mars Petcare, but what does the king or queen think, feel, do, The benefits are multiple for Mars Petcare – this is how they described it: say? What is the correct way to talk to them? If the king and queen have pets, how do Bring it to life: “Some insights one already knows were confirmed and this process they relate to their pets? Are the pets the actual power behind the throne? And how can helps you to better understand the insights rather than just reading the data in a report.” Consumer Market Insights at Mars ensure that the voices of these “royal” pet owners Challenging assumptions: “It shows that there are also contradictions in what are heard broadly across the organisation? respondents say and their actual behaviour!” Surprises: “Consumers don’t care or notice marketing or communication activities as much as previously thought.” Eye opening insights: “If you start with a blank canvas from the beginning, you can learn so much as consumer thinking and behaviour are so different.” Engaging, MR can be fun: “A very insightful and enjoyable experience to meet respondents and their pets at their homes.” Inspirational: “Some of the interviews made me think of new product innovations!” Eureka’s of Market Research Business Trends

Advertising and marketing

How market research mapped the How? changing societal norms and the Qualitative and quantitative techniques The project involved meta-analysis covering in-depth literature review, expert interviews, scan of social media, conventional media and advertising in the last few decades. impact on advertising, marketing Primary research involved expert interviews, a large-scale nationwide profiling survey and qualitative Focus Group discussions among segments of interest to understand and brands deeper and validate the hypotheses.

By DEKA, a marketing research company in Indonesia.

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Why? So what? Assessing the impact of social media advertising New marketing strategies Indonesia, the largest market in South-East Asia is defined by one of the most affiliative The research helped uncover the fact that 22% of the market was Individualistic in nature and conformist societies that cherishes collectivism. Thus the family and the community compared to the rest who were largely conformist and affiliative. This change was driven take precedence over the self in almost all choices and decision-making. This permeates mainly by social media, rising incomes and education levels. behaviour and attitudes in daily life as well as attitudes towards brands and advertising. The study highlighted the opportunities for brands to move up the ladder towards more However, did this continue to be true given the significant growth in advertising spends advanced marketing, including symbolic and iconic advertising, as well as offering and and the highest adoption rates of social media in the region? addressing the individualistic aspirations of this emerging segment. This new segment was actively interested in new products and marketing initiatives offering an opportunity to engage in a dialogue with them. Brands through their communication should also cherish this new dynamic, of changing values and culture within the society, moving slowly to a more symbolic advertising and promoting individual expression. We encouraged marketers, especially of local brands to adopt newer styles to communicate their brands for this new segment. Vocatus carried out a roadshow meeting client teams across the region and within Indonesia, and the response was enthusiastic. It helped Indonesia be more prominent in the minds of the regional hubs and attract its due recognition for the immense opportunities it offered. Eureka’s of Market Research Business Trends

Local TV programmes

How a Japanese cable television How? operator improved its local TV Focused ethnography with graphic facilitator and workshop First, traditional focus group interviews (FGI) were conducted with participants from five districts in Japan. Prior to the second FGI, subjects were asked to view various offering local programmes and write down how they felt whilst viewing. During the second FGI, a graphic facilitator drew illustrations relating to the contents of the subjects’ conversations that could also stimulate their mind reflexively. After the second FGI, a workshop was held with station managers, producers and directors of TV programmes By Jupiter Telecommunications, the largest cable TV operator in Japan. to feed back the viewers wants and needs using flash reports and illustrations.

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Why? So what? Local programmes for local viewers Change local policy of programming Jupiter Telecommunications has the means to produce TV programmes with a local This research showed that inhabitants are pleased to have information about their local focus. In a western Japan area, Kansai, producers were worried about what was areas. It was found that they don’t have enough information about events or sales in suitable coverage for local viewers, potential mismatch between the content of local their local areas, but they watch broader Kansai news on major terrestrial TV networks, programmes they provide and what the local viewers want. as well as national or global news. In addition, people living in traditional areas like Kyoto tend to be exclusive to some extent. People born in Kyoto show no interests even in Osaka, the second largest city in Japan. The cable operator changed its programming strategy of community channels into “ultra-local” accordingly to the research findings. Eureka’s of Market Research Business Trends

Health and hygiene

How market research educated How? and encouraged India to purchase Sequential research design Vox Populi developed an innovative three-phase sequential research design in order to help to build an emotional connection with consumers through advertising, ensuring it safer detergent, bleach, phenyl resonates well with the consumers across the social classes in India. Later, Vox Populi mixed traditional questioning methods with certain unconventional ones such as data and acids mining of past research. It also conducted a workshop for creating insight platforms with a cross functional team followed by Creative Fuel® FGDs (a proprietary tool for helping By Vox Populi, a market research agency based in India and Dubai. advertising agencies with script development).

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Why? So what? Avoid spending on what can be prevented Understand the consumers’ needs and expectations This study was done for Reckitt Benckiser, India, for its specialised toilet cleaner, Harpic, The sequential research helped to understand the consumers’ needs and expectations to drive penetration for the brand vis-à-vis generics like detergent, bleach, phenyl and from the products. As a result of this process, six insight platforms were developed in acids. The aim was to move people away from harmful (acid) or less effective (phenyl) the workshop for Harpic. Further, from the data of a previous exploratory study, it was generic toilet cleaners. With the increase in cases of acid attacks (a violent assault discovered that consumers in small towns are showing a gradual movement towards defined as the act of throwing acid or a similarly corrosive substance onto the body of modernity. However, “modernity” should not compromise family values – a housewife’s another with the intention to disfigure, maim, torture, or kill) in India, the government has family comes before her own needs. This change is the result of the changing society imposed a ban on the sale of acid. There was a strong need to educate a large segment of a new India which has also impacted small towns. of consumers who still resort to outdated and unsafe options for toilet cleaning. A new advertisement was developed based on the above insight, and this ad enjoyed strong reach and recognition across India. High personal relevance enhanced the emotional involvement, leading to high scores on enjoyment, engagement and interest (above the norm). Further, the primary objective of increasing the use of Harpic was successful, with a 2% increase in sales. Eureka’s of Market Research Business Trends

Kids and transmedia education

How market research helped a How? children’s TV show take a new Focus groups and iconographic questionnaire A combination of focus groups with children and parents was used, including the evaluation of ‘The Creator´s’ episodes with 3D animation and live action segments. Trendsity wanted approach to educational content to create a child friendly setting to get spontaneous and authentic feedback in order to gain deeper insights. They used a relaxed and colourful room as a location for the study and an iconographic self-administered questionnaire to probe the children’s perception of the aesthetics, settings, storylines, songs and choreography of the TV series, in an easy By “The Creators”, a leading and multi-award winning brand of educational but meaningful way. The episodes were used as a discussion point for the focus groups, both with the children and parents. content for kids aged 7 to 12 and Trendsity, a research, trends and innovation agency.

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Why? So what? Understanding children’s media consumption, preferences and Understanding of audience motivation and preferences, contributing needs in educational tools to fine-tuning the programme brand strategy Trendsity was commissioned by TV programme “The creators”, designed by IDoTainment, The child–friendly methodologies led to a much higher level of engagement and a much to dive deep into the role of TV, Internet and mobile devices in entertainment and richer feedback from participants. IDoTainment gained insights into the overall brand education. Also to identify the perceptions and reactions of both children and parents experience of their audience, and were able to incorporate this knowledge into updating about the TV series in terms of content, format, aesthetics and values. their proposition before airing the show. Furthermore, elements of the show such as the roles of live action and animation were tweaked according to respondents’ feedback and the series benefited from a higher engagement with its target audience. More than anything else, this research has highlighted the status, and importance, of a new approach to educational content. A new segment of consumers, such as young children and tweens has appeared – and they expect more proximity from brands, and demand interaction and engaging experiences when learning and creating. “The Creators” evolved to a whole ominchanel edutainment platform: a TV Show combining real action, 2D and 3D animation, presence on Netflix, a collection of experiential books, music albums, a newspapers for kids, mobile apps with, an MMO Game, and the first5D cinema in LATAM. Today, The Creators is a multi-award winning TV show and ominchanel content for children and families. Eureka’s of Market Research Business Trends

Financial wellness

How insights led to an alternative How? methodology for concept ideation Neuropsychology and focus groups Through the use of neuropsychology and drawing workshops, the Momentum research team set themselves the objective of finding the best visual representation of the in market research financial-wellness journey. Momentum invited 8-10 participants to come and draw their financial wellness journey, during three creative workshops. An audio recording of a story based on a consumer’s financial wellness journey was played to the workshop participants as a stimulant. Participants were then required to project their own journey By Momentum, a company specialised in financial wellness. onto the recorded story, and respond with visual imagery to a number of probes. The Momentum team collaborated with an artist who helped the workshop participants put their thoughts on paper.

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Why? So what? Improve the financial wellness of all South Africans Financial wellness journey and concept ideation In order to improve South African citizens’ overall financial health and well-being, Momentum The added value of this approach was revealed through several findings showing that all carried out a visualisation of their financial wellness. This visualisation approach, using creative generated visualisations referred to a few consistent underlying design principles: drawing workshops, was used to resonate with consumers and drive engagement within the 1) A picture should enable a time perspective. This means that the individuals should be concept of financial wellness. It needed to be relevant to all consumers, regardless of their life able to position themselves (life stage/context) relative to their financial wellness, past, stage or personal financial situation. present and future. 2) It should allow people to project their own story and perspective onto it, and be amenable to their unique individual circumstances (interchangeable parts, prioritisation). 3) The picture should allow individuals to see growth, progression or indicate stages (non-linear, goal-based, attainable and realistic expectations). The results that followed from the creative workshops allowed Momentum to generate a visualisation of a financial wellness journey that was intuitive, clear and highly engaging. In addition, the study made a meaningful contribution to innovation in methodological approaches to concept ideation. Eureka’s of Market Research Business Trends

Broadband market

How market research helped BT How? create a new brand positioning for Quantitative and qualitative techniques An initial global study looked at the positive and lasting life impact of fibre-optic broadband for users in 5 countries where the product was already established to varying degrees its new broadband offering (The Netherlands, France, Japan, South Korea, USA). The impact of fibre optic broadband on the lives of the 20 people in these countries was tracked through private media blogs over a 2 week period, and was further explored with in-depth interviews. Following this, an extended 3 month fibre-optic broadband product experience community was set up. By BT Broadband, the UK’s most popular broadband provider. 40 Households were given the new technology and asked to document their thoughts and experiences during the adoption process. Private blogging and forum-based responses were accommodated on a bespoke and fully video-enabled online research platform. This allowed BT to be right in amongst the moments that mattered, so that they could see the real impact of broadband beyond the exciting honeymoon period, and into the real longer term benefits of the technology. 50 51

Why? So what? Brand positioning for a new product Exceeded sales predictions and remaining position leader In 2009, BT wanted to create a motivating brand positioning for their new fibre-optic The output of the community was analysed to develop the new BT Infinity positioning broadband product for the upcoming product launch in 2010. This positioning needed which promoted the benefits of having 6 simultaneous, high quality internet experiences to take into account the existing UK broadband market, where Virgin had established rather than one big and eye catching headline speed. This was described as the ‘multiplied strong technology and speed equity. BT identified the need to develop a positioning internet’ and was illustrated and supported using user generated video clips from the study based on motivating end user benefits and positive life impact. to create senior client team engagement and buy in. The new positioning for Infinity was adopted and used to form the basis of the launch communications campaign in 2010. This campaign delivered considerable success that far exceeded the launch predictions, and saw 550,000 homes already connected to Infinity by July 2012. The insight has had an enduring influence of communications and the theme of the ‘multiplied internet’ was again used in a TV ad that topped Marketing magazine’s Adwatch league table in August 2012. BT Infinity remains the market leader for UK fibre-optic broadband in 2016. Eureka’s of Market Research Business Trends

Banking & policy making

How market research sparked How? debate in Germany on the Online survey and in-depth interviews This issue has been studied for nearly a decade. The starting study was carried out in 2005, with a mystery shopping study of 40 participants at 4 different banks asking for effectiveness of credit scoring credit of 10,000 euros and comparing the interest rates given. This was followed by a study in 2008, when the four major credit registration offices were asked for the credit values of 100 participants to compare the information stored about them. In 2014, an online survey with 2,000 participants and in-depth interviews with stakeholders By GP Forschungsgruppe, a German social science and market research was conducted to gauge the impact of new legislation and assess the new situation of the financial market. institute.

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Why? So what? Assess the reliability of data collection and profiling New credit protection legislation In Germany, credit registrations offices use big data as part of their analysis to determine The first two surveys showed the weakness of credit scoring practices: in some cases, individuals’ financial situation, this information is then communicated to banks to inform one bank would deny credit to participants, while others would have no problem lending their decisions about credit applications. GP Forschungsgruppe conducted a number to them. It was also found that between 24% and 51% of the data stored about each of studies to determine whether that information was reliable. customer by the registration was either incomplete or wrong. The results of the original studies prompted public debate in Germany, and were eventually used to inform new legislation as well as recommended new measures to further improve the current regime and respond to rising issues, such as profiling. These studies were a very powerful tool to allow government services and regulators to have empirical data about the scope and reach of an important societal issue, and the effectiveness of their public policy, whilst providing suggestions for the way forward. Eureka’s of Market Research Digital Economy and Social Media

Digital Economy and Social Media

We are living in a fast-changing society. Digital economy and social media are shaping the way business is done, but also influencing people’s lifestyle and relations. Market research, with its great adaptability in producing valuable insights, helps organisations stay ahead of technological developments.

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News and social media

Leveraging the power of social How? media through market research Consumer neuroscience Consumer neuroscience applies principles of brain research and new measurement technologies to market research practices in an effort to quantify and understand non-conscious human responses. Nielsen used biometrics and eye tracking with 90 participants divided in 3 groups. Participants were aged 25-54 and were regular users of Facebook and CNN.com. For the three groups, one friend was defined as an “influencer.” The first group included influencers who were in a “recommending” By Nielsen, a leading worldwide market research company, and CNN.com. state of mind and showed which news items they would post recommendations for on Facebook. The second group included the recommendees who were open to and would receive the test content from their friends via Facebook. The third group was a control group, matched for demographics, who simply viewed the same test content in a neutral state of mind.

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Why? So what? Comparing news and advertising content A new social media strategy The rise of social media has been staggering. Advertisers have increasingly sought to The results demonstrated that participants not only were more engaged with content, leverage the huge audiences and engagement, with ad spending expected to exceed they were more engaged with the associated advertising, especially when content had $35 billion on social platforms by 2017. CNN.com, one of the most visited news websites, been shared with them. In particular, the group of influencers, were two times more sought to gain a better understanding of this environment, in particular whether engaged with the news items they chose to recommend and 1.5X more engaged with recommended news content impacted the associated advertising in a social sharing the advertising associated with those news items. For the recommendees, the effect environment. was even larger. The research suggested that the industry needs to redefine social media to include the content that is being shared in addition to the social networks themselves. Individuals who come to CNN.com via Facebook, Twitter, LinkedIn, and other social networks are experiencing CNN content through recommendations. Those recommendations have the additional emotional benefit transferred by the power of social interaction, a power that works via unconscious emotional responses. CNN.com provided these insights to their ad sales units, selling the “influencer” and the “recommendee” as valuable agents for the sharing of news as social currency on social networks. Eureka’s of Market Research Digital Economy and Social Media

State surveillance, advertising and social media

How market research helped How? sustain Televen’s viewer and Qualitative and quantitative methods The research entailed gathering very robust audience samples (as many as 50 thousand per month, over a period of two months), through the application of speech-enabled IVR advertiser engagement (Interactive voice response) interviewing. Large samples allowed for distributing different sets of open-ended questions, and complementing hard audience data. Open-ended answers, in combination with station and programme-specific social media content, were analysed and categorised through semantic analysis, as a basis for measuring engagement. By StatMark, a multidisciplinary team of research consultants for Televen, Engagement findings were then qualified on cognitive, emotional and behavioural dimensions. Venezuela’s second most important private TV channel.

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Why? So what? Reverse a negative corporate image Enhanced advertiser participation Increasingly stringent state regulation of news broadcasts precluded conventional The research proved audience levels to be significantly above previously reported media from properly addressing the audience’s needs for information - independent available data, i.e. people stayed home much more and more people were watching media were mistakenly perceived as non-objective and state-aligned actors. While TV than previously thought. The research also proved that local channels were being monitoring social media content, Televen gathered significant critique by the audience. viewed both on open channels, as well as by cable, and that Televen was among the Televen needed to assess its position among viewers, as well as to reverse what at the audience leaders, across both systems. time was perceived as a negative corporate image. Now Televen systematically monitors social media as a means of two-way communication with its audience, assessing not only programme quality and satisfaction, but using them as means of gathering and communicating news. Given the richness provided by the research regarding audience profiling, Televen was able to increase its advertiser participation by more than 50% over its prior period. Previously, a group of advertisers favoured investing in cable TV and disregarded conventional TV as an option. Research findings contributed to reversing this argument. Eureka’s of Market Research Digital Economy and Social Media

Digital advertising

How market research How? technology democratised User-friendly and configurable tools for clients: a new app AOL realised that the answer could be found in a software solution, they created a new app: “AOL Advertising Works”. The new platform helped AOL’s team to address access to knowledge the following needs: The need for proof orientation: for the scenario where a client requests solid proof that past campaigns exceeded performance benchmarks, looking at the combination of properties and ad products/solutions. By AOL Consumer Analytics and Research team and app development The need for immediacy: for the scenario where a client asks for insights around a proposed advertising package and needs a reply today. partner Willow Tree. The need for ease of use: sellers are neither data nor dashboard experts. They need to be able to navigate this platform in only minutes, with minimal or no training. The need for client-ready output: sellers are busy and should focus their time solving client needs, not manipulating data into slides. 60 61

Why? So what? From one-off case studies to configurable insights Insights and real-time data improved sales activities At AOL, a 500 person advertising sales team regularly needs data to prove to highly By making the highest value proof oriented data available through the “AOL Advertising discerning global brands that their digital marketing programmes actually work. The works” app, the company was able to advance the business by directly supporting $150M objective was to shift away from research delivered as one-off case studies, to on-demand, in advertising sales in 2015. Additionally, on-demand access to this insight has created a real time and configurable insights tied to large normative data. more confident sales force. Amongst the more vocal supporters are the most senior sales executives, happy to be able to download key data slides a few minutes before heading out to see a client. Further, the product set became more defensible – framing that certain ad technology on certain web properties work across thousands of marketing efforts is proof that’s difficult to contest. Lastly, AOL was able to build the first mobile, app-based data platform that is now fully accessible via smartphone and tablet. Eureka’s of Market Research Digital Economy and Social Media

Crowdsourcing

How market research helped How? Mondelēz better understand Content, network analysis and netnography In addition to the ideas submitted for the crowdsourcing, the participants wrote over 60,800 words, left 3,528 comments on the submissions, and exchanged 1,100 messages how people think and feel about amongst themselves. Mondelēz decided to analyse this content, and test whether their initial findings would be generalised amongst chocolate consumers. They first carried chocolate out content and network analysis of the contest output by analysing and clustering content with statistical method. In addition to this analysis, and in order to validate its By Mondelēz International, one of the world’s largest snacks companies. findings and make sure they apply to chocolate lovers beyond the contest’s participants, a Netnographic study was subsequently carried out.

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Why? So what? Market feasibility for crowdsourcing Exploit the full potential of crowdsourcing Mondelēz was looking for a way to innovate and engage creative minds outside of its The content analysis revealed that bigger clusters in terms of numbers of ideas were company. Altogether, a community of 1078 participants in 69 countries generated a not necessarily the most popular, for example, the cluster dealing with “ingredient pool of 551 ideas, and 11,000 USD in prizes were awarded to the best entries. Beyond experiments” turned out not to be preferred, which points to the fact that this type of the actual submissions, the contest provided an overwhelming amount of qualitative innovation does not particularly excite customers. “Relationship”, on the other hand, data that had the potential to reveal valuable insights into consumers’ wants and was identified as the most favoured topics – ideas in this cluster scored much higher needs. Mondelēz conducted market research in order to go beyond the entries, and and were more favourably reviewed than others. take full advantage of the content the contest had generated. The netnographic study was useful in validating but also rejecting some of the key findings of the content analysis, therefore making sure that only results relevant to a broader audience were retained. Netnography also allowed Mondelēz to identify ways to improve the crowdsourcing ideas, as well as suggestions for their market strategy, in order to ensure the economic success of the winning submissions. Now Mondelēz exploits the full potential of crowdsourcing, by going beyond the creation of ideas and rethinking customer interaction and product development. Eureka’s of Market Research Digital Economy and Social Media

App and advertising

How market research helped How? Mixed-methodology: ethnographic, questionnaires and behavioural ITV tailor great apps to use psychology The research started with an ethnographic phase using the new EyeCam technology alongside its most successful to collect passive, in-context video data. An online community was set up to follow up with the results of the ethnographic survey in the week that followed the EyeCam data programmes collection, to have participants explain and contextualise their observed behaviour. An in-app quantitative questionnaire with 6,087 respondents was carried-out, to give By Craft, a London-based insight agency. a supporting layer of evidence to the previous qualitative results, adding heft to the ethnographic richness and texture. Finally, the analysis was assessed using behavioural psychology to understand implicit decision-making and how to optimise the user experience.

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Why? So what? How people interact with app, programme and advertising Increased app downloads ITV had started introducing apps along with their programming to complement and Researchers were able to witness how the app added an extra level of enjoyment to the enhance viewers’ natural engagement with its show. The X Factor app was well-received X Factor experience to those playing along at home. The research also gave indications and successful, and ITV wanted to understand how people were using it, what the as to how the app could be improved; for example, it showed that the app demanded motivations and triggers for this usage were, and, how the app could be further improved too much interaction from users who felt unable to put their mobile device down, as it and optimised from a content and technical perspective. competed with, rather than complemented, narrative peaks in the show. For advertisers, the research showed that the contextual nature of the sponsorship led to higher levels of user engagement. The improvements identified through this project were rolled out to other ITV companion apps, resulting in increased usage and stickiness. ITV was able to implement many of the findings around content and user experience into the app for Britain’s Got Talent. App downloads for Britain’s Got Talent increased by 40% on the 2013 series and play-along usage grew by 80%. As a direct result of the research, ITV ad sales team were able to demonstrate the value of companion apps to commercial partners. Eureka’s of Market Research Digital Economy and Social Media

WhatsApp and childcare

How Smallsteps used the power How? of WhatsApp in market research Panels and asking real-time questions SAMR used WhatsApp to ask questions and collect feedback when Smallsteps employees were inspecting for a new childcare location. During an event WhatsApp was used to fill out three personality tests in order to evaluate location managers’ personalities and the current and future strategy for Smallsteps. Furthermore, a new logo and slogan was presented and all the Smallsteps employees were asked to give real-time feedback. The last WhatsApp action was conducted in SAMR dedicated By SAMR Data Creatives, a market research company in the Netherlands. WhatsApp panel. People were asked which childcare garden appeals (from a series of photos of gardens) the most to them and the reason behind their voice.

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Why? So what? Understanding of customers Insights and time saving All childcare companies are looking for the voice of the customers and employees in A lot of valuable insights and a clear mood board of what people think are important order to develop a proposition that matters and differentiates. SAMR helped Smallsteps for a childcare garden were received at the end of the research. All these insights were to do it differently, by gathering customers and employees’ insights using WhatsApp. used in the development of the gardens for all the childcare locations to better suit the expectations of the customers. The discrepancies in personalities were used for a roadmap in the marketing plan, which must lead to a proposition that suits the (future) customers best. Eureka’s of Market Research Digital Economy and Social Media

Online Pricing

How L’TUR increased its website’s How? conversion rate by 70% through Behavioural Economics The findings of behavioural economics were the basis for this project. The first step uncovered that L’TUR has five different types of clients: Bargain Hunters, Risk Avoiders, market research Price Accepters, Indifferent Buyers and Loyal Buyers. These five types have different motives behind their search and booking behaviour. The research used various tests to examine the effectiveness of the travel price comparison tool on the different client types. This allowed the study to make a valid prediction about whether the tool would By Vocatus, a market research agency specialised in pricing and marketing. work in practice.

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Why? So what? Test out the idea behind the travel price comparison Increased website’s conversion rate The low cost/last minute travel company L’TUR had developed a price-comparison engine Research revealed that clients leave the L’TUR website and see what the competition have for its own internal purposes, in order to assess the prices offered by its competitors to offer. Hence the idea of the “travel price comparison tool” by displaying competitors’ and adjust its pricing strategy accordingly. L’TUR needed to undertake a cost/benefit prices directly on L’TUR’s website. L’TUR took away the client’s need to carry out his own analysis for the introduction of their new tool, and understand how people would react to search. A somewhat paradoxical and risky idea that resulted in the website’s conversion this new offering and how it would impact both the direct booking effect and the indirect rate increasing by an incredible 70%. After this research project, the travel price comparison image effect of the brand. tool has been successfully integrated into the L’TUR website. Eureka’s of Market Research Non-Profit and NGOS

Non-Profit and NGOs

Market research is not only about helping business. Every day, all around the world, market research methodologies and techniques are successfully helping NGOs and non-profit organisations to address societal challenges. Assessing and evaluating the impact and understanding target groups, are only few examples of how market research can help NGOs and non-profit 70 organisations to improve the world we are living in. 71 Eureka’s of Market Research Non-Profit and NGOS

Human trafficking

How My Choices Foundation How? used market research to help Tailored research technique Final Mile used a proprietary research technique called EthnoLabTM, which involved a game that simulates the real-world context of the participants in order to solicit real prevent trafficking of girls for world reactions and behaviours. The game was the medium through which context, emotions, and mental models that influence the behaviour of at-risk families and urban sexual exploitation clientele were studied. The game was developed in digital form and a remote response system was used to collect the participants’ responses. Audio instructions and narration Operation Red Alert is the anti-trafficking initiative of My Choices Foundation were used without the inclusion of any text, in order to accommodate the literacy and comprehension levels of target groups. The game was followed by a hot state interview commissioned to Final Mile consulting. session, which was designed to elicit emotions felt by the participants and to gather perceptions in relation to trafficking and purchasing sex.

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Why? So what? Understanding how to address men’s behavior to buy and sell girls Understanding of key stakeholder behaviour: redefining the approach to human trafficking prevention. The primary objective of this research was to develop ways to effectively prevent buying and selling of girls in the human trafficking trade. Operation Red Alert commissioned Final The results showed that both the decision to sell/send a girl into trafficking and to buy a girl Mile to understand the compulsions of male behaviour leading to the selling/sending are guided by emotional, financial and social frameworks of the men. Crucially, the results and purchasing of girls in the human trafficking trade, in order to develop effective pointed to non-malicious behaviour by men that is motivated by a desire to abide by the messaging and ways that can be used to address such behaviour and prevent girls from expectations of these frameworks. The results redefined Operation Red Alert’s approach to being sold into forced commercial sexual exploitation. developing messaging to speak to men and boys in at-risk areas. Crucially the results pointed to the benefits of engaging men and boys with positive messaging framing, highlighting the benefits of protecting and educating girls and encouraging affection and protection for girls. Inducing fear among fathers selling their daughters, and shame among young men (potential purchasers of sex) was identified as a harmful approach, likely to be ignored by men and boys and deter them from engaging with the issue. Operation Red Alert has used the results as the basis for its grassroots prevention work in at-risk villages across rural India and the Red Alert Helpline, which is India’s first national, anti-sex trafficking helpline. This research has the potential to change the national response of NGO and Government responses to trafficking alike. The results not only inform methods to change behaviour that sits at the root of the problem, but also the development of tools for public education and engagement. Eureka’s of Market Research Non-Profit and NGOS

Human rights and advocacy

How worldwide attitudes to LGBTI How? people were gathered through a Quantitative methodology and surveys The first-ever global study of its kind was conducted on how diverse populations around the world feel about LGBTI people. The project surveyed over 96,000 respondents across global market research study 65 countries who gave their opinions on Homophobia and Transphobia.

By RIWI, a global market intelligence company for the International Lesbian, Gay, Bisexual, Trans and Intersex Association ILGA.

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Why? So what? Legitimising tools for advocacy Insights for future advocacy activities For the first time in history, internet technology development allows the gathering of 34% of respondents say that their opinion on LGBTI people has become more favourable in data on attitudes towards LGBTI people and issues in every country and territory in the the last 5 years. 67% of respondents think that human rights should be applied to everyone, world including a selection of countries that are most hostile from religious tradition regardless of sexual orientation. 43% of respondents from the African continent believe and that criminalise same-sex sexual activity with jail or death. This data is vital in that being a sexual minority, transgender or intersex person should be illegal. legitimising tools for advocacy, planning and funding of sexual orientation and gender 68% of respondents answered that they would be very or somewhat upset if their child identity movements, they move LGBTI discussions away from the anecdotal to the said they were in love with someone of same gender. actual, facilitating actions based on credible evidence. 36% of respondents in Asia, 34% in Latin America, and 21% in the Middle East, North Africa and Eastern Europe support marriage equality. 41% of respondents from the Middle East and North Africa agree that companies should be allowed to fire LGBTI employees on the grounds of their sexuality or gender expression. While the findings demonstrate that attitudes towards the LGBTI community are slowly becoming more favourable, the study also reveals that acceptance and equal rights are far from a reality in numerous countries around the world. In this way, RIWI’s data from this study informed global attitudinal baselines that the whole LGBTI activist and development community can reference in their work. Eureka’s of Market Research Non-Profit and NGOS

Diabetes and lifestyle

How mobile research helped How? identify the risk factors for Mobile research In order to reach as many people as possible, including the usually underrepresented rural populations, the researchers opted to do a mobile survey as nearly 90% of the Chinese diabetes in China population possesses a mobile phone. Researchers also wanted to avoid recruiting bias, and therefore recruited participants through mobile ads rather than SMS or the installation of a proprietary app. They asked the participants to complete a 51-question survey. The sample population was 5,544 people, living in different parts of China, in proportion with By Dalia Research, a market research agency and MRops. the population density, so as to be geographically representative. 81 of those respondents, representing 2% of the population, were suffering from diabetes.

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Why? So what? What habits and lifestyle particularities correlate with diabetes? Correlations and identification of a ‘roadmap to diabetes’ in China Diabetes is becoming an increasingly important threat to the health and well-being The survey results showed an important correlation between unhealthy habits and of the Chinese population, but most of the research around this disease has been diseases, and, more specifically, diabetes; the survey showed that although some Western-centric. Dahlia Research and MRops decided to study the lifestyles, habits people receive the disease genetically, an increasing percentage of the population and behaviours that were associated with diabetes in China, in the hopes of finding also get it by adopting unhealthy lifestyles and habits. out which of these could be discouraged or in fact promoted in order to avoid a further The identification of the spectrum and of the different stages allowed for a modelisation of spread of the disease. a “roadmap to diabetes”, highlighting the path that would lead to a deterioration of health and the potential for contracting the disease – and alternatively, the road to a healthier and less disease-prone life as well. The study identified causes for hope: because of increasing emphasis on habits and lifestyle, this means that curbing those unhealthy habits and behaviours can to a certain extent, control the disease. Eureka’s of Market Research Non-Profit and NGOS

Alcohol and teenagers

How market research helped How? Heineken design a highly successful Qualitative and qualitative research The first step of the research was a “bulletin board” where they invited 60 teenagers from all over Poland to participate in a 3-week online community. The participants were CSR campaign to raise awareness of asked to complete 17 verbal and non-verbal tasks related to alcohol and their lifestyle by submitting photos and videos, giving their opinions and participating in group chats. the risks of underage drinking Then a nationwide, representative, pen and paper survey of a sample of 2325 pupils from 40 Polish cities, aged 13-16 was carried out in order to investigate in-depth into By Heineken and Maison Research. their lifestyle. After the CSR campaign was implemented, a further study was conducted amongst teenagers who had been exposed to it, to evaluate its effectiveness.

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Why? So what? Measuring the impact of public awareness campaigns fighting Realistic targets for a successful CSR campaign underage drinking Four important findings played a major role in the future CSR campaign: 80% of the young Zywiec Group, a Polish brewery belonging to Heineken, decided to undertake a CSR people aged 13-16 years had already tried alcohol, and 40% of them had already gotten campaign to encourage responsible drinking amongst Polish youths under 16. They were drunk and experienced negative consequences of alcohol drinking. The research also however, facing difficulties with their target group and teenagers’ renowned ‘resistance unearthed big psychological and lifestyle differences between three patterns of alcohol to compliance bias’ to public opinion. To ensure the effectiveness of the campaign and consumption: abstinent, responsible, and risky drinkers. An interesting finding was related have any hope of truly changing behaviour, Heineken needed to understand clearly the to the role of parents in the initial introduction to drinking alcohol, and the subsequent attitudes and behaviours of teens regarding drinking, and their underlying motivations. processes of consumption. The researchers also found that alcohol drinking prevention activities had been conducted in Polish schools, but the feedback was that students found them boring, unprofessional, one sided, too passive, and lacking authority. Heineken designed their campaign with the research results in mind, and consequently made efforts to make it highly interactive and entertaining, and also to involve parents - the resulting campaign included dance, theater, and other activities. The CSR campaign proved largely successful, as teenagers showed significantly higher consciousness of the negative risks of alcohol and demonstrated more negative attitudes towards alcohol, and an increased likelihood of discussing it with their friends. Eureka’s of Market Research Non-Profit and NGOS

Location planning

How market research helped Oxfam How? optimise their location planning and Qualitative and quantitative techniques with open data An important challenge facing the researchers was the budget constraints; Oxfam, as a nonprofit organisation, couldn’t necessarily afford costly formal location planning maximise store revenue techniques. Instead, they chose to base their analysis on so-called “open data”, or data that is free to use and access. The starting point was surveys and focus groups in order to identify clients’ concerns regarding store location and to inform the design of the model. The dataset collected was put through the statistical technique of multiple regressions, By Oxfam, an international confederation of 18 organisations working in which involved estimating the correlation between each of these independent variables and revenue and store performance, to identify the influence of each of these factors on approximately 94 countries worldwide, to find solutions to poverty and sales and revenue. injustice around the world.

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Why? So what? What location factors determine the performance of a store? How can Financial gains and location planning that performance be maximised? The resulting model ended up explaining 55% of variance in shop revenue, so the technique Oxfam GB, the British branch of the non-profit organisation, which operates a network of proved relatively reliable. The research afforded Oxfam very concrete financial gains: beyond 600 second-hand high-street stores to raise revenue for its charitable work, undertook this the £40,000 pounds that was saved by using open data instead of more formal location location planning project in 2014. Their aim was to design a model to optimise the location planning methods, it was estimated that the dataset helped identify £193,000 in prospective of their stores in order to maximise their revenue. They were looking for new techniques improvements to the existing network. Beyond location planning, the model ended up being of location planning that would be cheap, durable, and easy to use in the future, in order used to inform many more strategies within Oxfam’s retail enterprises, such as the to ensure improved efficiency in the long run. segmentation of stores and tailoring of prices to different areas, distribution of stocks, prioritisation of investment, implementation of knowledge-sharing mechanisms between managers of over- or underachieving stores, planning of acquisition and competitive strategy. The monetary gains from stock cascades and segmentation alone was evaluated at around £6 million. Eureka’s of Market Research Non-Profit and NGOS

Emotion & Art

How a museum used market How? research to better appeal to Quantitative and qualitative techniques The researchers started by looking at the consumer-brand-relationship model, to outline the way consumers related to the brand emotionally. A psychological framework and inspire its visitors called “Needscope” was used to look at emotions in a disciplined way. Following the definition of this framework, a qualitative phase was introduced to allow the researchers to understand category behaviour and brand choice. For the quantitative leg of the study, 25 visitors of the museum participated in a single interview lasting an hour and By TNS, a leading worldwide market research company, in collaboration a half. 1,140 visitors participated in the quantitative study and filled out an exit poll following their visit. with the Van Gogh Museum.

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Why? So what? Financial independence and increased competition Rebranding and renovation To ensure its top position in the Dutch and global museum market, the Van Gogh Museum The research showed that Van Gogh Museum visitors were intrinsically driven by the needed to stand out from its competition. Previous audience research by TNS identified core need for an experience. Gaining insight into the deeper drivers and emotions of a few areas of improvement, but the museum decided they needed to get deeper, and its audience, the Van Gogh Museums Educational Department adjusted its guidelines understand not just general satisfaction but also the underlying needs and wants of its for text displays inside the museum to present the content to the audience in such a visitors, in order to tap into them and establish a firmer brand-need relationship. way that the museum gets its message across, whilst at the same time enriching and inspiring visitors. The research therefore prompted an update to many of the museum’s educational material, as well as tours and activities. This new brand positioning has inspired a number of large-scale decisions, for example, whilst making renovations to the building, the museum made the decision to relocate its collection to another venue to remain accessible to visitors. Eureka’s of Market Research Non-Profit and NGOS

Foundation and social investments

How social research helped How? a non-profit organisation Focus group and surveys The evaluation focused on Roseira, one of four municipalities that host VIM. The process of quantifying the social benefits of the charities’ efforts in financial terms involves: measure the social return on Identifying all of the stakeholders, or people who had been affected and had changed as a result of the programme, and predicting the effect of the programme on them. investment of its activities Identifying measurable indicators of the changes such as indicators of the children’s cognitive development and sociability. Collecting the data associated with these By FLUPP, the Lucia and Pelerson Penido Foundation. indicators through focus groups and surveys, which are also used in order to give a voice to all of the stakeholders. Assigning financial value to the programme outcomes, by using market values of paid-for services that achieve similar results to VIM’s activities. Calculating the total value of the benefits VIM has created in Roseira.

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Why? So what? Assessing SROI Data-based evidence for social investment After four years of operation, FLUPP Foundation was keen to demonstrate its value as a The SROI evaluation indicated that for every R$1 of investment in VIM, R$4.08 of social non-profit organisation and to establish the effectiveness of its VIM project (education in very value was being created. In other words, VIM was more than quadrupling the value early childhood) with the aim of applying this model to other municipalities. The objective invested. FLUPP now have clear, data-based evidence that VIM is achieving its aim was to identify Social Return on Investment (SROI) evaluation as the most efficient in having a significant, positive impact on young children’s development. IDIS’ SROI way to present strong evidence of VIM’s impact. services have affirmed the relevance of FLUPP and given the foundation a strong case for continuing its valuable work into the future. Furthermore, these numbers give a strong case and argument to FLUPP to bring to donors, volunteers, as well as local governments for the continuation and expansion of its efforts. Eureka’s of Market Research Non-Profit and NGOS

Food security

How market research helped the How? world food programme identify Mobile survey The WFP previously carried out work analysing food security in North Kivu through face-to-face interviews in 2011 and 2012, but in early 2013 conflict in the region food security indicator data in the dramatically altered the food security situation. WFP chose to partner with GeoPoll to send out mobile surveys as GeoPoll has a large database of mobile subscribers in the Democratic Republic of Congo DRC, and is able to send messages that are free for respondents. The two organisations worked together to adapt two food security modules for the mobile phone, and sent By GeoPoll, a leading mobile surveying platform with a database of over surveys by SMS in July, August, and September of 2013 reaching 2,000 responses. 200 million users.

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Why? So what? Alternative methods for collecting data in war zones Costs and time savings In 2013, the World Food Programme (WFP) was faced with a challenge when conflict Results showed that demographically, mobile surveys and face-to-face surveys were broke out in the North Kivu region of the Democratic Republic of Congo. They needed in line, with a distribution of 69.6% male and 30.4% female for mobile, and 65.2% male updated food security indicator data (information based on affordability, availability, to 34.8% female in face-to-face surveys. Mobile results from the Food Consumption and quality of food across a set of 113 countries), but could not collect it via traditional Score (FSC) module were consistent over all three months, with an average of 76.5% methods. This led them to develop a new way to collect food security data together of respondents having an “acceptable” FCS score, and 8.1% having a “severe” score. with GeoPoll. While there were some differences in the data, mobile surveys accurately demonstrated food security trends and identified the populations most vulnerable to severe food insecurity. There were also significant cost and time differences: costs were $5 per survey for mobile surveys and $22 per survey for face-to-face. Mobile surveys took 2 weeks for collection of 2,000 responses, whereas face-to-face surveys took 6 weeks for 2,700 responses, and the mobile survey timeframe has been further reduced in subsequent projects. Eureka’s of Market Research Public Sector and Policy-making

Public Sector and Policy-making

Research has always been the cornerstone of informed decisions with its capacity to provide valuable insights and data, and to separate what is important to politicians and policymakers for the wealth of their constituencies.

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Car market

How market research helped How? the European Commission to Wide range of techniques GfK used a range of techniques to get a complete view of the second-hand car market across the 28 EU countries, plus Norway and Iceland. understand buyers’ experience Stakeholder consultation and desk research: GfK interviewed EU and national stakeholders involved in the second-hand car market, with experts including with second-hand cars representatives from consumer associations, public authorities and industry representatives. By GfK, a leading worldwide market research company for the European Consumer surveys: GfK performed over 25,000 online interviews with customers from the 30 countries that had purchased a used car from a dealer or auction within Commission. the last three years. Price collection: GfK collected second-hand pricing data across the 30 countries for nine cars. The company’s automotive experts analysed the data to establish how second-hand car pricing differs across Europe. 90 91 Mystery shopping: GfK organised 1,200 mystery shopping exercises across the 30 countries to gain more information about dealer practices.

Why? So what? European consumers often seem to have unsatisfactory buying Insights and figures for a fact-based policy-making experiences with second-hand cars The study revealed that many European consumers are preoccupied with price when The European Commission department that specialises in Justice and Consumer shopping for used vehicles and do not always do enough pre-purchase checks before Affairs monitors about 50 goods and services markets from a consumer perspective. committing to a deal. It was discovered that customers should conduct research more The second-hand car market has been the lowest performing goods market, the thoroughly and check a second-hand car before buying it. The study also indicated Commission wanted to find out why this was the case. that car traders are challenged to be more forthcoming with information if they want to build trust among buyers. Further findings included: 54% of consumers bought their most recent second-hand car from an independent dealership, 42% from a franchise dealership and 4% from an auction. Meanwhile, 4% bought their car from outside their home country. The average second-hand car was 6.2 years old and had travelled 87,000km. The average price across the region was €9,350. The highest average prices were to be found in Scandinavia, Portugal and Luxembourg. Only 5% of traders informed our mystery shoppers about their legal rights around purchasing a second-hand car. 41% experienced a problem with their second-hand car within a year of purchase. Post-purchase troubles were especially high in Eastern Europe, for cars bought from abroad and for cars bought at auction. The average problem costs the buyer more than €500 to resolve. Eureka’s of Market Research Public Sector and Policy-making

Financial health

Understanding and measuring How? the financial health of Americans Quantitative techniques GfK surveyed over 7,000 people aged 18 years and older, across all income groups and ethnicities in the US. The data for the entire survey sample was weighted to ensure national through market research representation. The methodology included an over-sample of consumers earning under US$50,000 to ensure robust understanding of the lower half of the income spectrum. Survey questions covered a range of financial health indicators, including financial behaviours and attitudes, as well as financial products used. GfK also collaborated with CFSI to tap By GfK, a leading worldwide market research company. into third-party data, such as consumer credit data from Lexis-Nexis Risk Solutions, to gain additional insight into consumers’ financial situation.

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Why? So what? Improve the financial health by shaping an innovative financial services Improved financial service industry marketplace with increased access to quality products and practices. GfK collaborated with CFSI to identify seven segments across the full spectrum of Financial health comes about when your daily systems help you build resilience and financial health. The segments were driven largely by a set of behaviours and attitudes, pursue opportunities. To help explain and quantify the opportunity for the financial such as planning for future expenses and approaches to saving that present themselves services industry, The Center for Financial Services Innovation (CFSI) needed to regardless of age, income or education. A major finding from this research was that 57% measure the current state of financial health in America and understand how the of American adults are struggling financially. CFSI used the survey data to compile its components (financial health indicators) interacted with one another. ground-breaking Consumer Financial Health Study. The research was a call to action for the financial service industry. Financial services companies need to provide new mechanisms to spend, borrow, save and plan that will provide real and lasting value to their customers, while also creating long-term revenue streams. CFSI’s research was highlighted in dozens of media articles and has been presented in-depth multiple times to CFSI’s network of over 100 financial services providers who are leading the way on improving financial health in the US. The organisation continues to use the data in its thought leadership and work with financial services providers to build high-quality products and services. Eureka’s of Market Research Public Sector and Policy-making

Violence against women in the EU

How market research helped the EU How? Fundamental Rights Agency to make Face-to-face interviews and surveys In 2012, the study consisted of face-to-face interviews with more than 42,000 women aged 18-74, across the 28 EU member states. There were 1,500 respondents per country (with policy recommendations to combat the exception of Luxembourg, with 900 respondents). The sample was representative of the EU and of the national member state population. To ensure comparability, FRA carried violence against women out a pilot study in 2010-2011 in six Member States - Finland, Germany, Hungary, Italy, Poland and Spain. The standardised survey included questions about physical, sexual and By Ipsos, a leading worldwide market research company. psychological violence, childhood victimisation, sexual harassment and stalking (including the role of new media such as the internet).

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Why? So what? Gathering reliable data for policy-making Data for evidence-based policy-making In 2010, the EU Council and Parliament requested collection of comparable data on The study and the published report provide important information to inform public gender-based violence against women, which had been previously lacking. Ipsos policy. As violence against women is systematically underreported, made apparent in helped FRA to gather the first EU-wide dataset on the extent, nature and consequences these findings, the scale of the issue is not reflected in official data and a systematic of violence against women, as reported by women. study like this one is needed to have access to accurate information. The information collected has also allowed the FRA to make a number of recommendations on how to address this issue and better protect the human rights of women in the EU. The data has been made public and data visualisation tools on FRA’s website make it easily accessible to everyone. By providing these empirical numbers in a clear and interactive way, FRA allows for this study to raise awareness around the issue of violence against women and galvanise action at the individual level. The dataset collected can be used to establish an index to track the evolution of violence against women in the EU, as well as the impact of new legislation, by comparing future numbers. Eureka’s of Market Research Public Sector and Policy-making

Violence against women and children

How market research contributed How? to a ‘new way of thinking’ about Quantitative and qualitative techniques Extensive national and international evidence on the topic already existed, but new insights to guide a communications strategy were needed. To achieve this, the violence against women and their methodology captured the full spectrum of predictable (but, necessary and important insights) through to the unpredictable (new insights and foresights). The methodology children blended both traditional and innovative techniques, and engaged corporate marketers from the outset. This included: traditional qualitative techniques (focus groups, family By TNS, a leading worldwide market research company. sessions, affinity sessions), advanced projective techniques to facilitate deeper discussions, and explore the unconscious, innovative and technology enabled research techniques including online discussion forums, extended Super Groups which brought together young people, parents and influencers who were innovative thinkers, and workshops with leading corporate marketers.

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Why? So what? How to address violence before it occurs Unprecedented impact and new campaign strategy Violence against women is the number one cause of death and disability in Australian The formative research provided the evidence base for the campaign strategy. It was women aged 15-44. In 2015, the community’s focus on violence against women intensified, considered so ground-breaking, that it was released publicly by the Australian Prime following high profile cases and media attention. The Government needed to respond not Minister. This launch generated over 500 articles mentioning the research. It started only to the shocking statistics, but also to the community’s growing demand to address a ‘new conversation’, and way of thinking about violence against women in Australia. them. An integrated communications strategy, the likes of which had not been implemented The campaign has recorded unprecedented impact against the strategy already with: in Australia previously, was needed. online views of the TVC have reached 30 million, in a country of 23 million people. Brand reinforcement, many brands and corporates have strongly supported the messaging which has significantly extended the reach. For example, a single post generated >5m views. Sparked a community conversation, with people recognising and reconciling their role. Early tracking data suggests people are initiating conversations offline (family/ friends) and online (>750k reactions/shares/comments). Social media engagement has been exceptionally high, a single Facebook post had over 10.4 million views and 14,000 comments. Eureka’s of Market Research Public Sector and Policy-making

Opinion research

How is opinion research used in How? Canadian public policy? In-depth interviews MRIA interviewed the so-called “thought leaders”, experts from various fields with close knowledge of the Canadian government, to gather their views on market and opinion research and the way it is commissioned and used by the government. 39 in-depth interviews were conducted. The participants included current and former senior federal public servants, current and former politicians, including federal elected officials and senators, current and former political strategists and staff, public opinion research By MRIA, the Marketing Research and Intelligence Association, a Canadian coordinators and evaluation personnel, members of academia, representatives of think tanks, non-governmental organisations and national associations, members of the not-for-profit association. media and international experts in public opinion research.

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Why? So what? Improve the collection and use of public opinion research Understanding the relation between research and policy-making MRIA wanted to understand how data and information emanating from the market Five types of empirical information were identified as very important in governance by the intelligence sector, and especially opinion research, was being used in Canadian interviewees: demographic data, government databases information, socio-economic policy-making. They were especially interested in the ways that this usage could be statistics, expert analysis, and public opinion data. Public Opinion Research specifically improved, either by improving the quality of the information available to policymakers, was unanimously identified as an important mechanism of governance, and as a practice or the way it was being used. that reflects a healthy and democratic society, as it keeps the government informed about and attuned to the attitudes, opinions, beliefs, values and concerns of the people affected by national policies. The study gave insights into the general attitudes and opinions towards research in Canadian policy-making amongst people closely associated with that field; it is an important indicator both for people in the research industry as well as, more widely, for Canadian citizens looking to understand how national policies are being devised. Eureka’s of Market Research Public Sector and Policy-making

Consumers labelling

How market research helped How? the EU assess the effects of Quantitative and qualitative techniques The researchers started out with a websweep, and put together a database listing all the food labeling schemes in the EU member states, assessing whether these schemes food labels on consumers in were following the Commissions’ guidelines. An online consumer survey was conducted among EU countries to assess consumer awareness and perceptions of food labelling the EU schemes, the survey also included a behavioural experiment. Furthermore, a virtual online shopping exercise involved shoppers visiting online grocery shops to check the food By Nielsen, a leading worldwide market research company. labelling schemes that were included on certain products. In the end, a web listening exercise gathered comments and conversations from consumers taking place online.

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Why? So what? Understand the quantity, accuracy and effects of food labels Key drivers for compliance and non-compliance and how to improve in the EU food labeling The European Commission guidelines concerning the labeling of food packages and The study found large variations in the way schemes were managed, and identified what agricultural food products and the directive of unfair commercial practices, establish factors and preoccupations motivate compliance or, on the contrary, discourage it: a number of objectives and specific measures to ensure that food labels provide Key drivers for compliance: increasing transparency and minimising consumer confusion; consumers with transparent and reliable information. EU legislators needed to know Key obstacles for compliance: lack of awareness, administrative burden, cost of compliance. to what extent food manufacturers follow and apply the guidelines and directives, The study suggested ways to improve food labeling schemes by raising awareness of the but also how consumers actually perceive food labeling schemes, and to what extent guidelines, improving transparency, enabling and promoting the participation of small scale these labels affect their purchase decisions. producers, differentiating if the scheme is public or private and whether it is certified or self-declared, and provided methods to minimise the administrative burdens and costs for producers and scheme operators in complying with the guidelines. The study also revealed a number of regional differences between EU15 and EU12 countries; EU12 countries, the last to join the EU, are less skeptical toward food labelling schemes than EU15 respondents. Eureka’s of Market Research Public Sector and Policy-making

Governance

How market research helped How? the French government increase Behavioural economics ethnography Together with research agency BVA, the French government used behaviour economics ethnography (the study of how people make decisions), to review three key factors online tax submission of behaviour influence: personal mind-set, physical context and social environment. In addition, they used ‘Nudgelab’, a one-day co-working session which included clients and some lead users, to discover insights into the user journey. Each idea was evaluated and ordered in priority, with the top ones being pre-tested before they were rolled-out. By the French government and BVA, a French research agency.

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Why? So what? Government E-service offering to citizens Increase citizens awareness The French government wanted to increase the number of people submitting online The research showed that the lack of awareness about online tax returns was due to paper tax returns. Their aim was to simplify citizens’ access to public services and increase tax returns being presented as the default, identifying this as a key issue in increasing citizen the number of e-services to save time, paper and government resources. usage of the platform. As a result, a renovate communication campaign was launched to present online as the new default. This study helped save 400 tonnes of paper and led to a 10% increase in online tax returns, compared with the previous year. Eureka’s of Market Research Public Sector and Policy-making

Energy efficiency

How chocolate bears changed How? the attitudes of New Zealanders Quantitative and qualitative techniques combination Ipsos and EECA recognised that a different research approach was required to understand how best to evolve the EELBs proposition. Using an approach normally reserved for to energy efficient light bulbs consumer goods, Ipsos designed a multi-staged innovation programme to effect attitudinal and behavioural change. The research programme involved six stages of research: 1) Kick-off workshop to recap on the findings to date and develop propositions for testing; 2) Focus groups in Auckland and Wellington amongst non-/low-medium users of EELBs to By Ipsos, a leading worldwide market research company. test concepts for resonance and clarity; 3) Online nationwide quantitative study to measure the appeal of the propositions developed and decide which ones to take forward; 4) Focus groups in Auckland and Wellington amongst non-/low-medium users of EELBs to test storyboard propositions prior to production; 5) Monitoring results post-launch through EECA Consumer Monitor; 104 105 6) Online nationwide quantitative study amongst non-/low-medium users of EELBs to evaluate in-depth behavioural impact of the TVCs and future direction.

Why? So what? Energy-efficient behaviour becomes second nature and is enacted Identification of key barriers, new communication and stakeholders without thought in everyday life involvement plan EECA’s 7+ year partnership with Ipsos had yielded huge success in the area of home Having multiple qualitative and quantitative stages that built upon one another, the insulation, with research insights being key to the development of communications and programme identified the key barriers to using EELBs, the best way to articulate and strategy that contributed to the insulation of nearly 300,000 homes. Getting people to overcome these barriers, and the most compelling ways to communicate these ideas do what’s ‘socially right’ is always a challenge, even if it’s for their own good. Working to the New Zealand public in a way that would get them to change their views. The end together, Ipsos and the Energy Efficiency and Conservation Authority embarked on a product was a campaign dubbed “Bear Grills”, which used melting chocolate teddy research programme to get more New Zealanders using energy efficient light bulbs bears as a device to illustrate how traditional light bulbs wasted most of their energy (EELBs). on heat and not light, making the intangible tangible. The impact of the 2013 campaign has been significant; with EELBs over-taking traditional light-bulb value share for the first time ever (a momentum that has continued to the present) and the research being instrumental to this social change. Given the campaign’s success, there has been a change in how EECA engages with the light bulb commercial sector. Major light-bulb manufactures and retailers are now working more closely in partnership with EECA. Eureka’s of Market Research Serving customers

Serving customers

Even if you don’t notice it, market research is everywhere. Whether you are taking the train, flying away on holiday or using your car for a family trip, your everyday experiences are shaped and tailored for your comfort by market research studies.

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Car design

How market research measured how How? people really feel about different car Quantitative and qualitative research with neuroscience The research was done in two phase, the first phase was conducted in Poland with 40 participants - respondents were exposed to computer-generated images of three car models models already on the Polish market. In the second phase, conducted in Belgium with 8 respondents, the researchers measured the impact of materials in a real car setting. Haystack deployed a number of neuro-research tools such as eye-tracking, electro- encephalogram and Galavanic Skins Response to measure the reaction to different By Toyota and Haystack, a market research agency. stimuli. In both stages, a number of statistical methods were used in order to control for other factors and stimuli.

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Why? So what? Testing the way customers react to cars design Neuroscience as an added value for car production Together with research agency Haystack, Toyota conducted a methodological study The results of the biometric measurements were extracted in the form of a motion to find out whether it was possible to close the gap between development teams and spectrum, which allowed the researchers to detect, millisecond by millisecond, what customer feedback at the beginning of the product development process. They wanted people were looking at and what reactions were triggered in the brain. to gain a better understanding of the way in which customers experience a car’s interior The study highlighted a number of broad truths in regards to how car design emotionally and exterior features by measuring their biometric reactions. impacts consumers. Specific exterior and interior car features can evoke negative or positive reactions, without affecting the overall liking of the car, but overall evaluation is not the only metric that matters. Each individual element has to be emotionally engaging for long-term success, even small details or ornaments can evoke strong emotional reactions. On the basis of these methodology tests, Toyota added neuro-research as a tool in its official manual for product and concept tests. There was a consensus that this method can help optimise the car development process, resulting in producing better cars all in the end. Eureka’s of Market Research Serving customers

New products for pet care

How market research helped How? develop what new products and Mobile ethnography Think Global Qualitative set up online mini communities of 10 to 12 dog owners from each of the following countries: US, Canada, Germany, UK, France, Czech Republic, services pet owners needed India, Mexico, South Africa. Data collection started with a multi-day mobile diary. These diaries were private between the researchers and the participant and were used to observe dog owners and their dogs in their everyday environment. The diaries were used to learn about cultural similarities and differences, in the daily activities of the dogs By Think Global Qualitative, a team of expert researchers. and of their owners, and to encourage participants to go beyond chronicling day-to-day activities, and to delve into the emotional aspects of dog ownership as well as to start generating new product ideas.

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Why? So what? Unveiling new products for dog owners Design of new products and useful insights As a category leader, PetSafe faces competitive challenges as it strives to stay innovative. Mini communities with mobile and online components proved to be time-saving and Speed in the product development process is one way to gain competitive advantage, cost-effective. The research allowed for identification of dog owners’ problems that meaning there is a need for quick idea generation and sense of consummers’ wants need to be solved, and expanded the discussion around the emotional aspects of dog and needs. ownership. Researchers used the results of collective creativity to inspire the research team for the design of new products. The research also supported a fundamental shift from focusing almost exclusively problem-solution products to including more relationship enhancing products to the product portfolio. This research also afforded PetSafe editorial mention in industry publications like Pet Business, where this work was used to reinforce PetSafe’s position as an innovator in the pet product market. Eureka’s of Market Research Serving customers

Transport and Governance

How a rail company used market How? research to improve travellers’ Focus groups and ethnographic interviews A combination of focus groups and ethnographic interviews were used. Ipsos wanted to create a real life setting to get spontaneous and authentic feedback in order to gain experience on-board its trains deeper insights. They used a train carriage as a location for the study and used role-play for various scenarios, such as a real life train attendees, actors posing as drunken hooligans and the presence of an untidy environment often found on trains. In parallel, passengers of Deutsche Bhan were encouraged to use the ‘streetspotr’ By Deutsche Bahn, Germany’s national rail company, and Ipsos, a leading mobile app to collect pictures inside the trains and to share their experience on the app. This was then used as discussion points for the ethnographic interviews. worldwide market research company.

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Why? So what? Understand the needs of passengers and customers New passenger policies and trains design Deutsche Bhan used Ipsos to help evaluate the comfort, tidiness, safety and The unconventional methodologies and on-site interviews lead to a much higher level communications on their trains, to better understand the needs of passengers of engagement and much richer feedback from participants than had previously been and optimise their service for them. observed in such studies. Deutsche Bhan gained unprecedented insight into overall travel experience of their customers, and were able to incorporate this knowledge into updating their employee-training and passenger policies. Furthermore, elements of its train design were tweaked according to respondents’ feedback, with the inclusion, for example, of armrests between seats. Deutsche Bhan travelers now benefit from a more comfortable and improved train journey. Eureka’s of Market Research Serving customers

Improving store experience

How market research using How? virtual reality contributed to Virtual visits and interviews Samsung and Stratégir joined forces to develop an innovative method to interview shoppers of the Samsung Experience Store and expose them virtually to the current optimising shopper-oriented store layout and organisation, as realistically as possible. An exploratory sequential research design was set up to compare 3 types of visits. in-store actions Firstly, accompanied interviews in the physical Samsung Experience Store. Secondly, exposure to a virtual visit to the Samsung Experience Store projected at life size. By Stratégir, a consumer and shopper researcher company. Thirdly, exposure to a virtual visit to the Samsung Experience Store at 360° immersion with Gear VR. Each participant conducted all 3 visits (in a rotated order).22 90-minute interviews were carried out among potential buyers of smartphone and non-rejecters of the Samsung brand.

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Why? So what? Meeting shoppers experience Optimised shop experience and re-organisation of store To assess strengths and weaknesses of new store organisation, Samsung sought Key takeaways for Samsung regarding the evaluation of the store were available at the shopper feedback by conducting research using virtual shelf layouts or in-store end of the research. interviews. Samsung wanted to implement a new type of research using 360° virtual On one side, shoppers felt good in a store that invites them to navigate due to a high immersion to convey space dimension without a complicated set up, and so, Stratégir tech atmosphere which is calm and pleasant, a reasonable number of products and worked on the development of a new tool to implement the survey. communications, and a well organised store. On the other side, the store was perceived too bright and masculine, the prices not very visible and equipment and accessories of the same device in the same area. The study helped Samsung to highlight different areas of optimisation in order to create a warmer store environment, with the less bright/white colours and clearer pricing. Eureka’s of Market Research Serving customers

Customers retention

How market research helped How? EBAY to improve customer Quantitative and qualitative research Engage Research conducted over 20,000 online interviews with eBay customers across their different database segments covering 4 areas: demographics, perceptions of eBay, experience shopping behaviour stretching beyond eBay and the attitudes towards online and eBay shopping in general. Engage created an extensive profile of each segment using the data collected online. The online quantitative research was complemented by qualitative in-depth interviews with customers in their own homes and focus group discussions By Engage Research, a leading insight consultancy. held at eBay offices.

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Why? So what? Understanding of eBay customers as people and as shoppers Identification and targeting of customer’s segments The online shopping environment had changed fundamentally since eBay’s launch, The initial database segmentation highlighted the disproportionate value of some broadband penetration had tripled and mobile phone penetration doubled. Engage segments, like eBay’s most loyal customers. The research identified that they were very Research helped eBay with extensive analysis of its customer database and segmented happy with eBay and did indeed do a lot of their shopping on eBay, but also highlighted customers in order to get additional understanding to tackle new business challenges. the fact that they didn’t feel this loyalty was recognised or indeed rewarded. One of the first actions was to send them a voucher for 10% off their next purchase. Another segment on the database showed customers were on tight budgets and loved bargains. Knowing what they like to buy and the price points they can afford, eBay can now target them with promotions and deals within their price range. A third segment on the database was made up of customers who were spending similar amounts on eBay but the research revealed they were shopping very selectively. This group were not budget constrained, but were opting for the reassurance of high street stores and brands for more expensive purchases in case they needed to return an item or need other customer services. eBay can now ensure that these customers are aware of the money back guarantee they can offer. Eureka’s of Market Research Serving customers

Branding for customers

Understanding cardholder How? behaviour and brand perception Qualitative and quantitative techniques In preparation of the research, several qualitative and quantitative surveys were conducted such as focus groups across 4 countries to identify the key image attributes for payment card through market research brands. Later, a quantitative survey in four different countries was carried out. Furthermore, a qualitative ethnography study in 6 markets followed in order to identify drivers and barriers to payment card ownership & usage and to define criteria for attitudinal consumer segmentation to be introduced in the tracker study. By MasterCard, an American multinational financial services corporation. The programme is doing between 30,000 and 40,000 interviews a year since 2010, spread across 25 countries. Key results are reported in a standardised and summarised way across the markets.

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Why? So what? Understanding of MasterCard’s customers’ customers, the cardholders. Internal and external alignment and standardised solutions for clients In order to evolve towards a more consumer centric organisation, optimise sales support The research programme has evolved how MasterCard operates in several ways, and create value for both MasterCard and its customers, MasterCard commissioned both internally and in collaboration with its customers, driving ‘consumer first’ is now a quantitative tracking research across 25 European markets. The key objective of the at the core of MasterCard’s activities. This evolution has been based on the setup, devel- study was to develop an in-depth understanding of MasterCard’s customers’ customers, opment and maintenance of the GCT-research tool (Global Consumer Tracker) that the cardholders. allows MasterCard to: Bring a unique understanding of the market situation our partners are operating in. Today MasterCard has for all of the major European countries a standardised database containing 6 years of historical consumer data with significant base sizes for all of the major card issuers within each of those countries (allowing comparison of their customer base versus country average or major competitors). Offer a platform for discussion on the opportunities/challenges our partners are facing within the payment/financial services area and providing the opportunity for cross-country benchmarking (given the standardised approach cross-Europe). Deliver the solutions and best practices MasterCard can bring to the issuers and merchants (acquirers) based on the insights as laid out through the study and tapping into the opportunities identified for the specific partner. Eureka’s of Market Research Serving customers

Travelers experience

How United Airlines used market research How? in the development, optimisation, and Qualitative and quantitative techniques United partnered with TNS to conduct “overnight flight simulations” at the Boeing Dreamliner gallery, focus groups were conducted with business class travelers launch of its new international business (post-simulation) and flight attendants. Stakeholder interviews (including the CEO, CFO, CMO) and a Discover workshop facilitated by TNS informed a multi-method class offering qualitative project (online mobile deep dives + in-person focus groups) to explore all other aspects of the business class journey (completed in the US, China, and UK). By TNS, a global leading market research company. After quantitative testing with 650 business travelers, United selected four bundles for further development. TNS facilitated a Strategy workshop with United, where bundles were brought to life from lounge to landing. Flight simulations on the ground and a second phase of in-air research via a chartered flight to Hawaii, evaluated and optimised the bundles. TNS observed and interviewed travelers throughout (including pre-/post-flight surveys), and travel diaries and GoPro “confessional booths” gave 120 121 participants the opportunity to share their feedback. Finally, TNS and United organised focus group to explore naming options for the new business class experience.

Why? So what? Reinvent and elevate Business Class experience Optimisation and execution of a new business class To maintain competitiveness and build long-term loyalty and market share with business This research provided critical direction for the strategic generation, optimisation and class travelers, along with an effective internal rollout, United Airlines needed a deeper execution of a new business class that Polaris will launch on 1st December 2016. United understanding of both customer and employee perceptions and needs across the used key customer and employee insights to create a custom-designed business class International business class journey. seat. Then, United leveraged the emotive opportunity areas uncovered by TNS to develop 12 positioning bundles to enhance business class ‘from lounge to landing.’ Furthermore, United took prioritised ideas and created detailed flight plans and product specifications for each bundle. Based on customer and employee feedback, United moved forward with the sleep offering and they addressed all critical optimisation opportunities prior to launch. Eureka’s of Market Research Serving customers

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