Brand Media Monitor VIII

Brand Media Monitor VIII

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Brand Media Monitor VIIIEdition 2016 - 2018The fastest way to understand your brand


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1What makes Brand Media Monitor unique ?


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The BMM starts where the CIM surveys end : richer descriptions of people (>< CIM : merely socio-demographics)

relevant segmentations of 1000+ brands (>< no brands in CIM TGM)

A 360° and 3D approach of media and touchpoints (>< still no ‘roof’ above tactical surveys CIM)

A unisource combination of people, brands and media A solid data collection method : single source (two waves) , self-administered online

questionnaire, large representative sample (n=4800+) A long term project : bi-annual, stability and innovation Integration of internationally validated research tools : Semiometrie, Connected Life,

TGI attitudes, … that offer exclusivity and insight A differentiated offer for all industry parties : media owners, sales houses, media

agencies, advertisers, agencies, researchers, … Member survey of the international TGI network (Kantar)

Brand Media Monitor : The USP’s

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CREATIVE STRATEGY :

Who are my clients and prospects ? What drives and moves them ?

MEDIA STRATEGY : Through which

media,channels, devices and

touchpoints can I reach my clients and

my propects ?

COMMERCIAL STRATEGY : How big is

my market ?How many clients

and potential clients does my brand

have ?How do they behave

?

BMM 2016-2018: The Concept

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SOCIO-DEMOGRAPHICS

SEMIOMETRY

ATTITUDES (TGI)

SHOPPER TYPOLOGY

INNOVATION & EARLY ADOPTERS

THE DIGITAL CONSUMER

STRATEGICALmedia types

TACTICAL titles & frequencies

CONTEXT

EQUIPMENT, DEVICES & ACCESS POINTS

BMM 2016-2018: The Content

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100 / 45 SECTORS Usage & Purchase Frequency Shopping location Motivations Touchpoints in Path to Purchase Word of Mouth

1000+ BRANDS • Awareness Usage Attitude Recommendation (NPS)

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■ Eighth wave of the study (° 2001) , launched April 30 2016■ Sample

■ N = 4.860■ Representative of the Belgian population aged 18-64 years

■ Method: Online Self Completion (TNS OAP panel + preferred suppliers)■ Period of fieldwork

■ “Media” questionnaire: November 2015 – January 2016 (45 min.)■ “Brands & People” questionnaire: January – February 2016 (41 min.)■ 3 shortened versions of each questionnaire , linked together in one database

through a validated ascription

■ Reweighing towards the CIM Golden Standard (Sex, Age, Education, Profession, Social Group, Region, Language)

BMM VIII (2016-2018): The method

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2What does the Brand Media Monitortell us about Products and Brands?


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45 Main sectors99 Product categories

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See the full list on this webpage


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• Usage and purchase • Frequency of purchase

For 99 subcategories : Standard questions

• Shopping locations• Motivations for brand choice • Touchpoints in stages of Customer Journey : inform /

compare / buy / after sales service• Word of Mouth & Opinion Leadership

For 45 ‘grouped’ categories : Standard Questions

• Sectorial Questions• Retail brands• Light products

For some categories :

Products & Brands: Product Categories What?

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1092 Brands

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See the full list on this webpage


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Dimension 1: Awareness

• I know this brand, even if only by name

• I don’t know this brand

Dimension 2 : Behaviour

• I use this brand regularly

• I use this brand now and then

• I ‘ve used this brand, but not anymore

• I have never used this brand

• Note : different wording (use, consume, visit, buy, drive, play, am client, … ) according to category (see excel)

Dimension 3: Attraction• It is my favourite brand (preference)

• I could choose this brand (acceptance)

• I don’t know whether I would choose this brand or not (neutral)

• I wouldn’t choose this brand (rejection)

Products & Brands : Brands : Three Dimensions

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Products & Brands : A new and clever segmentation Based on Awareness, Usage & Attitude

Loyals• Users that prefer the brand

At Risk• Users that

accept the brand, or are indifferent

Open non-users• Non-users that prefer or accept the brand

Hard to reach• Non-users that

are indifferent, reject the brand, or don’t know it

USERS NON USERS

Preferred Accepted Indifferent Preferred Accepted Indifferent Reject Unaware

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Products & Brands : Brands : Recommendation (Net Promotor Score) What ?

Popular measurement of customer satisfaction (° Reichheld)

Question : Base : Users of the brand Wording : ‘To which degree would

you recommend this brand to friends, family or colleagues ?’

Scale : from 0 (very unlikely) to 10 (very likely)

Calculation Net Promotor Score (not in database) + example:

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3What does the Brand Media Monitortell us about people?


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Socio-demographic profile All CIM Golden Standard socio-demographics

Semiometrie Psychological Profile : Description of people and target groups in terms of values and

emotions to which they adhere or which they reject TGI Attitudes

Socio-cultural Profile : 100+ statements on socio-cultural topics + positioning on 9 dimensions

Shopper Profile Three typologies (FMCG, durables, services) based on statements about shopping

behaviour Innovation Segmentation

Segmentation of consumers in terms of their attitude and behaviour towards change = identification of early adopters

The Digital Consumer : Connected Life A classification of people according to their attitudes toward the internet

People

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Semiometrie : 210 words, 13 dimensions, 4 quadrants, 2 axes

WULPS

VRIJWILLIG

SNELHEID

VIRIEL

VEROUDEREN

LEEGTE

OVERWINNING

GROEN

UTILITAIR

WERK

VERRADEN

TRADITIE

THEATER

TEDERHEID

SUBLIEMSOUVERIEN

SOEPELHEID

TOP

SOLDAAT

VERZORGEN

SENSUEEL

VERLEIDEN

GEHEIM

WETENSCHAP

WILD

OPOFFERING

HEILIG

LEEPHEID

ROOD

BREKEN

STEVIG

LACHEN

ONBUIGZAAM

RIJKDOM

OPSTANDIGHEID

DROMEN

EERBIED

REGEL

NADENKEN

OVERPEINZING

BELONING

REDE

GERAFFINEERD

VRAAG

ZUIVERHEID

STRAFFENMACHT

VOORZICHTIGHEID BESCHERMEN

EIGENDOM

PRODUCEREN

PRIESTER

NAUWKEURIGHEID

WAARDEVOL

BELEEFDHEID

POEZIE

PERFEKTIE HUID

VADERLAND

GEDULD PARFUM

VERGIFFENIS

VREDE

ORIGINEEL

ONWEER

GOUD

OCEAAN

GEHOORZAMEN

NAAKTHEIDZWART

KNOOP

EDEL

NEST

GEBOORTE

ZWEMMEN

MYSTERIE

MUZIEK

MUUR

DOOD

MORAAL

BERG

ZACHT

BESCHEIDENHEIDGEMATIGDHEID

MODE

SLANKHEID

METAAL

WANTROUWEN

MOEDERLIJK

MATERIEEL

MASKER

HUWELIJK

BEHEERSEN

HUIS

MAGIE

MAAN

WETLOGICA

BOEK

LICHTHEID

LABYRINT

GERECHTIGHEID

SPEL

IRONIE

UITVINDER

INTIEM

ONDERVRAGEN

VERBIEDEN

ONEINDIGE

INDUSTRIE

ONBEKENDE

ONBEWEEGLIJK

IMMENS

EILAND

HUMORNEDERIG

EER

EERLIJK

HELD

ERVEN

OORLOG

GENEZEN

GRATIS

GLORIE

VROLIJKHEID

GEWEER

GRENS

GELOOF

STROOM

BLOEMTROUW

VUUR

STANDVASTIGHEID

VROUWELIJK BEVRUCHTEN

FOUT

FAMILIE

VLUCHTVREEMDELING

EEUWIG

KLIMMEN

SAMEN

ONDERWIJZEN

KINDERJAREN

EMOTIEELITE

ELEGANTIE

INSPANNING

DOELTREFFENDSCHRIJVEN

BESPAREN

SCHOOL

WATER

DYNAMISCH

TWIJFEL

ZACHTHEID

DISCIPLINE

VERSCHILLEND

GOD

ONTHECHTING

WANORDE

VERLANGEN

WOESTIJN

UITDAGING

GEVAAR

BEKRITISERENSCHREEUW

ONTWERPER

MOED

OPBOUWEN

TROOSTEN

VEROVEREN

COMFORT

VERTROUWEN

CONCREETHANDEL

BEVELEN

ONDERZOEKERJACHT

ZINNELIJK

BARMHARTIG

VERANDERING

ZEKERHEID

PLECHTIGHEID

STRELING

PLATTELAND

GESCHENK

BOHEMIEN

BLAUW

JUWEEL

BOUWER

AVONTURIER

STOUTMOEDIGHEID

AANVALLEN

GEHECHTHEID

SLUW

KUNST

HARNAS

GELD

BOOM

DIER

ANGST

VRIENDSCHAP

ZIELAMBITIE

AANBIDDEN

BEWONDEREN KOPEN

HARDNEKKIGHEIDABSOLUTE

PLI

CH

T

GEHECHTHEID

PLE

ZIER

ONTHECHTING

GelovigIdealismeRationeelOrdeTraditioneelPragmatischBeschaafdMaterialistischSociabiliteitZinnelijkDromerigKritischOverheersend-3 -2 -1 0 +1 +2 +3

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• ‘Als je de eerste keer niet slaagt, moet je blijven proberen’…

RESPONSIBILITY

• ‘Ik koop fair trade producten wanneer ze beschikbaar zijn …’

ETHICS / ENVIRONMENT

• ‘Mensen komen naar me toe voor advies voordat ze nieuwe dingen kopen …’

OPINION LEADER

• ‘ Het Internet leert me de voordelen van een product of merk beter te begrijpen…’

TECHNOLOGY

• ‘Ik wil de allerhoogste top bereiken in mijn carrière’…

AMBITION

People: Socio-cultural attitudes (TGI) : 9 Dimensions, 130 lifestyle statements

• ‘Je ne veux pas avoir de responsabilités, je préfère que l'on me dise ce qu'il faut faire …

IMPULSE & TRENDS

• ‘Je fais toujours attention aux calories de mon alimentation‘ …

HEALTH & BEAUTY

• ‘J'aime l'idée de voyager à l'étranger…’

ADVENTURE

• ‘Je suis en recherche de spiritualité…’

SPIRITUALITY

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TNS Shopper Segmentation – FMCG & DURABLES

People: Shopper Typology 2016 I & II : FMCG & Durables

The Basic Shoppers

•‘The price is the most import criterion’

The Yin Yang Shoppers

•‘Budgetary control but also impulsive purchases’

The Brand Lover Shoppers

•‘The brand to distinct from the crowd’

The Brand Believer Shoppers

•‘The brand because of its intrinsic quality’

The Low-interest Shoppers

•‘Total lack of interest for the act of purchasing’

FMCG 23%

Durables 20%7%

7%

22%

17%

44%

50%

4%

7%

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TNS Shopper Segmentation – SERVICES

People: Shopper Typology 2013 III : Services

The Security Seekers (23%)

• ‘Get the most out of the known world’

The Added Value Seekers

(9%)• ‘Have the best

to be the best’

The Challenge Seekers (38%)

• ‘Challenged by others to reach their own passions’

The Balance Seekers (17%)

• ‘Balanced living thanks to trustworthy relationships’

The Convenience

Seekers (14%)• ‘Take it easy’

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People : Innovation segmentation

SOCIAL LOGIC

MARKET LOGIC

Selectives 23,1%

Cautious 33,4%

Rejectors11,4%

Pioneers18,9%

Shopaholics13,1%

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The Digital Consumer : How to connect?

Low

H

igh

Digi

tal i

nflue

nce

Low High

Social engagement

LeadersObservers

Functionals Connectors

To what extent should I focus on digital, rather than other channels?The answer to this question is based on the level of influence digital channels hold, which grows with improving access. The more devices or bandwidth a consumer has, the more time they will spend online and the more influential the medium becomes

Where should this focus be? On social and earned media or owned and paid?The answer to this questions is less clear cut as it is more closely linked to attitudes than access, wherever consumers have a stronger attachment to social channels they will play a more important role. We use a simple framework to describe this shifting dynamic across markets, categories and consumers

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Digital-led

MEDIA MIX

Offline-led

Paid/Owned Earned


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The Digital Consumer : The Connected Life Segmentation Belgium :

High Social engagement

LowSocial engagement

Low

Di

gita

l infl

uenc

eH

igh

Digi

tal i

nflue

nce

Connected Life SegmentationBase: Belgium (969)

Observers

Functionals Connectors

Leaders

18%34%

32%16%

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4What does the Brand Media Monitortell us about Media?


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“ 360 °, channel planning, touchpoints...”Mc Luhan had gelijk : het medium is deboodschap geworden. De BMM heeft op een spectaculaire wijze zijn scoop op de communicatie-middelen verbreed : above, below, en alle verdiepingen daartussen ...

360° - 3D

Egalement avec le maintien de sa perspective 3D :En quête du type média adapté ou du mediamix le plus complémentaire? De la chaîne ou du titre le plus pertinent ? Du contexte éditorial le plus adéquat ?Ou adapté au device utilisé ? Le BMM soutient à la fois le mediaplanning stratégique, tactique et contextuel.

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360°

General use of media types (16)

Above :

Dailies Magazines (general vs specialized) Television / video streaming / view

on demand Radio / audio streaming Internet (sites, e-mail) Cinema Free regional press Unaddressed Mail (folders) Direct (e-)Mail Outdoor (affichage)

Media : Strategical – Media types

Parameters :

Total Usage Frequency Duration Segmentation :

Density CIM (HML) Quintiles TGI

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360°

General use of media types

Below / other touchpoints :

Mobile phone & tablet Game Consoles Events Other advertising touchpoints

(instore advertising, promotion, boomerang cards, mobile, sponsoring, product placement, samples, free trials, gadgets, coupons, recommendations, pop up stores,…)

Media: Strategical – Communication Channels

Parameters :

Total Usage Frequency

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Titles (filter per language) 16 dailies (8 Fr, 8 Nl) + 21 supplements (9 Fr, 12 Nl) + digital versions 108 magazines (51 Fr, 57 Nl) + digital versions 52 TV stations (32 Fr, 20 Nl) 14 view on demand services (6 Fr, 8Nl) 25 radio stations (13 Fr, 12 Nl) 9 audio streaming services 198 media-sites (102 Fr, 96 Nl) + 74 other websites 15 social online media 4 regional free papers (2Fr, 2 Nl) 17 types of billboards

Information Reach (all vs non) Frequency (regular vs irregular) Preference (TV, radio)

Media: Tactical – Media titles

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Dailies

Types of info (15)

Magazines

Types of info (15)

TV Types of movies

(15)

Program types (15)

Digital TV Services (13)

Radio

Program types (14)

Music genres (15)

Internet

Activities on the internet (34)

Purchases on the Internet (14)

Media: Context – ContentQualitative questions (preferences / usage)

Free Regional Press

Types of info (13)

Mail (Direct/Unaddressed)

Product categories (13)

Mobile phone / Tablet

Activities (27)

Touchpoints

Touchpoints (16)

Events

Type of events (15)

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• number of TV-sets / cable TV / satellite dish / digital decoder / PVR / Smart-tv / videorecorder / DVD / Blu-Ray / game console / chromecast

TV :

• number of radiosets / Wifi / DAB / MP3 or Ipod / streaming radio

Radio :

• number of desktop PC, laptop PC, tablets, smartphones

Internet :

• anti-advertising sticker

Mailbox Media :

• portable vs non portable

Gameconsoles (with multimedia):

• GSM / smartphone / tablet / Android vs iOS vs Windows

Mobile :

Media: Equipment, Devices & Access points Media equipment

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Jan DrijversClient Service [email protected] | +32 2 300 2147

Brand Media Monitor VIIIEdition 2016 - 2018

Contact:

Access:

Different possibilities according to client’s priorities : Access to data in the Galileo software

(standard B-band for media agencies) Brand Report / Sector Report (Excel or

PPT) Media Report (tactical or strategical)

(Excel or PPT)

Business

Brand Media Monitor VIII