iReach Market Research

Oisin Byrne

Managing Director,

iReach Market Research

oisin.byrne@ireach.ie 1

Introduction to

Point of Experience Measurement

iPick from iReach

iReach Market Research methods

3

Point of Experience Measurement

Mobile Research

Why go mobile?

• Text messaging in Ireland is now ubiquitous

– Over 114% mobile phone penetration

– Mobile Users in Ireland spending less but Texting more then ever

• Audiences are less willing to participate in long-winded telephone surveys

• Experience-based research should start at the „point of experience‟

• Enables consumers to give feedback at any time and in any place

Texting is Everywhere

Why not use it to capture feedback from your target audience with iPing from iReach Market Research

Mobile Research Illustration

Mobile Research - Applications

• Measuring Satisfaction and Advocacy

• Evaluating Signage and Service in retail

outlets and Brand communications

• Understanding the Product Experience

• Guaranteeing Brand Consistency

• Measure Sponsorship Brand Awareness at

Events and Venues

• Capture instant feedback on promotions

• Track customer trends and behaviors

• Evaluate advertisements in field (print/TV)

iPick for ‘on the spot’ Feedback

• iPick is a powerful mobile research platform that

allows you to connect with consumers on-demand

• The iPick platform lets you easily manage the entire

mobile research process in one place

– CREATE: Develop, schedule, and

field questionnaires

– LEARN: View real-time findings,

overall and by sub-groups

– DECIDE: Make changes based on

real-time data

– COLLABORATE: Easily create and

share PowerPoint reports

– REVISIT: Track key metrics and

examine trends over time

How it might work for Richmond

• Participants are invited or offered incentive to take

part in short survey.

– Invite might be on Beer Map, Bar Menu, On-Trade

adverts, Bottle or on till receipt.

– Off-trade more likely to be on product directly or adverts.

– If already opted in to Richmond Panel, survey invites are

sent centrally at a point in time (say Saturday night at

9pm, 10pm etc)

– When survey finished Voucher or Token issued for

product discount, free drink or other on-trade incentive

– Software can then send invites at agreed periods of time

to track consumption trends (PW, P4W, P3M etc)

Consumer Experience in real-time

• How effective is bar signage?

• Is the product selection right?

• Are people able to easily find what they were looking for?

• Did bar staff interactions meet expectations?

• Is the environment appropriate (clean, etc.)?

• What brought people in today?

• Are people aware of current advertising, specials, trials?

• What other brand/drink did they consider?

• What are people actually doing on-trade (or off-trade)?

• What drinks consumed (PW etc.)

• What are they going to do in the future?

• How many units consumed?

• What range of drinks or mixers used?

• What are friends drinking?

iPick from iReach - Applications

• Measuring Brand Satisfaction and

Advocacy

• Evaluating Signage and Promotions on-

trade or off-trade

• Understanding the “Out-of-bottle”

Experience

• Guaranteeing Brand Consistency

• Capture instant feedback on promotions

• Track drinker trends and actual behaviors

• Evaluate advertisements in field (print/TV)

Signage and Promotions

• Situation: – A national casual dining restaurant adds a

new co-branded section of their menu and

needs to know if their guests are aware of the

new items, whether or not they are interested,

and if they would recommend them to others

• Strategy:

– The restaurant uses table signage to get guest feedback via the iPick platform while they wait for their meal

• Results: – Using the iPick dashboard, marketing managers are able to see

how effective in-store signage and advertising is in driving awareness and consideration for the new co-branded menu items and identify differences by location, party type, etc. in real time

Event Sponsorship

• Situation: – A drinks manufacturer is spending large

portion of their marketing budget on sponsorship

of an event. They want to measure its impact,

but attendees are hard to reach via traditional

research methods and on-site interviewing is costly

– Marketing managers need to demonstrate the tour‟s impact on brand perceptions and word of mouth to justify its cost.

• Strategy: – On-site signage encourages attendees to opt-in while experiencing

the event and give feedback on specific event components via multiple rotating questionnaires

– Respondents are then recruited for a follow-up online session to see the long-term effects of the event on the brand and purchase intent

• Results: – The aggregate findings let program managers focus on the

components driving brand value and WOM

Product ‘Out of the Box’ or Stock

• Situation:

– A leading distributor is focused on delivering

a simple “out of box experience”

- They have a good idea of problems encountered

that require off trade management, but nothing more

• Strategy:

– The distributor prints an invitation, short code, and keyword on

their packaging that encourages customers to opt-in and provide

feedback about their experience via text messaging

– Using the profiling questions in the iPing questionnaire, the

distributor can ask people specific units about positive and

negative experiences

• Results:

– Using the iPing dashboard, service, channel, and fulfillment

managers are able to identify and fix problems in real-time

iPick from iReach in Summary

• iPick gives you access to your

customers and prospects

while they experience your

brand

• iPick real-time dashboard

lets you react before its too

late and monitor progress over

time

• iPick helps you reach the

right audience anytime,

anywhere

• iPick can be easily

integrated with other research

and marketing programs

Benefits of SMS Research

• Recruit a double opt-in panel

• Real-time surveys at any time or location

• Decide fee option and incentives (for respondent)

• Target relative audience with one to two questions

• Typical response rates: 50-55%

• 70% of overall response rate usually generated within one hour

• Costs are aligned with level of responses

iPick Summary

• Market Research needs to move in line with

consumer attitudes and behaviours.

• New technologies have the potential to negate

Opinion Fatigue as they are participant led-their

time, their pace, any place.

• New innovations such as SMS or Mobile research

gets close to consumers where they „are‟ or at the

point of experience of brand or product.

• New techniques provide blended approached to

Research in a cost effective way.

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Deeper Insights | Better Research

Detailed Data Analysis and Reporting

Research Analysis and Reporting

• Detailed Analysis

– Robust and Valid Data

– Detailed Analysis

– High Quality Reporting

• 3 Levels of findings

– Summary

– Conclusions

– Recommendations

• Quantitative

– Use Open Ends where possible

• Qualitative

– Use video where possible

Switch bank accounts to

get a better rate

Switch telecoms

providers for better

ratesSwitch to a cheaper

utility provider

Do DIY

Use price comparison

websites

Ride bike or walk

whenever possible Shop more online

Cut back on non-

essential spending

Buy generic Product

Cook at home more

often

Use sales and

promotional discounts

Cut down on nights out

and takeaways

Take fewer holidays Ok for the moment but

I won't give up on it

key long term

strategies

Less common

choices but will

remain

Do not touch this at

all

% Use of the strategies

% T

o b

e u

se

d a

fte

r re

ce

ss

ion

Service Excellence

• Memberships

– AMA, AQR, ESOMAR,

– Marketing Society, MII

• Awards and Recognition

– Inspired IT Awards 2008

– Marketing Society Dec 2009

– All Island Marketing (AIM) Awards May 2010

Summary and Close

• Only Agency in Ireland with our own

proprietary Research Panels

• Recognised for Market Research Excellence

• Select the best Approaches for each

research project

• Maximise the benefits of Qual and Quant

research methods

• Focused on Deeper and actionable Insights

• Timely and Cost Effective research projects

Questions and Close oisin.byrne@ireach.ie

01-4003600 | 086 850 6364

For more information, demonstrations

and case studies visit

www.ireachinsights.com