© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
© Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Market Quest
*
The automotive industry is undergoing a lot of change across the globe
• Shift West to East
• Urbanisation
• Small is beautiful
• Sustainability
• Rising cost of
energy
•…
Censydiam for Automotive
Within this changing landscape, the consumer is more & more feeling empowered to take control of their own lives.
Digi-
normalisation
Consumer
Autonomy
Inflation of options
available to the
consumer
THE
EMPOWERED
CONSUMER
Consumer today
are more
marketing savvy &
more self-reliant;
they trust more than
ever on their own
judgement
New technology
enables consumers to
take control of the
relationship with the
brands (e.g. price
check app, blogs,
twitter, etc.)
Competition is fiercer than
ever with new retail formats,
online shopping, global access,
etc. giving the consumer more
choice, while competitors across
the globe often have the same
access to product technology
Censydiam for Automotive
Call for a more meaningful relationship!
More than ever automotive brands need to deliver relevance to
people’s lives.
&
Censydiam for Automotive
WITHOUT PEOPLE THERE IS NO MARKET
“…There is no car market, there is no motor bike market, but there is a market for freedom, for independence, for status and family harmony”
Censydiam for Automotive
A first key facet of Censydiam : it identifies 4 layers of motivations
Functional Characteristics
Social Identity
Emotional Benefits
Personality
What am I looking for?
How should it reflect upon me?
How will it help optimize life?
What should it stand for?
Category motivations ?
These four facets explain 85 – 95% of brand choice across categories and countries
NOTE: Data Based on Ipsos R&D surveys across categories and countries
34%
10% 31%
25%
Emotional Benefits
Social Identity
Functional Characteristics
Personality
Relative Importance
in driving Brand Choice
Importance of different Facets of a Brand’s Identity in driving Choice
A second key facet of Censydiam : human motivations can be framed according to 2 simple universal dimensions
The desire to let go
The strive for control, be rational and
suppress your feelings
The desire to assert oneself, stand out and
dominate
The desire for companionship, bonding and fit
with others ―
PE
RS
ON
AL
DI
ME
NS
IO
N ―
― S O C I A L D I M E N S I O N ―
From product to people
Status Fun Means of
transportation
or
A motivational approach gives a much broader, richer entry-
point to start an engaging conversation with your consumer.
Commuting from
A to B
Showcasing your
success in life
A tool to enjoy life
to the max
Censydiam for Automotive
Building the Frame of Reference towards cars: Definition of the axes
10
How cars can help to deal with daily tensions on an
individual level
Me and my car, I personally do something with the power I actively handle that power,
I express my emotions
My car as such, I know that the power is there I passively handle that
power, I control my emotions
Censydiam for Automotive
Building the Frame of Reference towards cars: Definition of the axes
11
How cars can help position the individual
within his social context
Showing that you are successful on a social level
Adapting to the norms and habits of the social world
Censydiam for Automotive
Motivational Segmentation in Automotive
12
A real Passion
A toy, a gadget to live
life to the max
A harmonious way to enjoy my social life
A responsible environment for my family
A safe bubble
A symbol of my success
A sign of my individuality
Nothing more than a
transportation tool
Censydiam for Automotive
Where do luxury cars fit in?
Cars
Embracing the
strength of the car
The car as a tool
for social
integration
Controlling the
strength of the car
Luxury cars
The car as a tool for
social affirmation
Censydiam for Automotive
Different attitudes towards luxury cars
Luxury cars
My luxury car lets me explore the world around me in more
comfort My luxury car gets
me admiration and
respect from
others, I’m part of
the elite
My luxury car lets me express my taste and
knowledge and makes me part of an exclusive club
My luxury car lets me feel more secure
and protected
My luxury car lets me enjoy my family
life more
My luxury car lets me make the
most of life
Censydiam for Automotive
Brands can be plotted against this …
Luxury cars
explore the world
admiration and
respect
express my taste and knowledge
secure and protected
family life
make the most of life
Censydiam for Automotive
explore the world
… as can different models of the same brand
Luxury cars
admiration and
respect
express my taste and knowledge
secure and protected
family life
make the most of life
Large sedan
Compact hatchback
Medium crossover
Censydiam for Automotive
How Censydiam can help you
PRODUCT
PORTFOLIO
MANAGEMENT
PRODUCT
TESTING
ADVERTISING
EVALUATION
BRAND
GROWTH
BRAND
POSITIONER
MOTIVATIONAL
LANDSCAPE
Censydiam for Automotive
18
MOTIVATIONAL
LANDSCAPE 1. What are consumers’ deeper
motivations for choosing certain cars brands?
2. How strong is my brand for
each of these motivations?
3. On which of these motivations should I focus? How can I optimize my positioning?
4. Can I identify potential
innovation platforms?
Integrated qualitative & quantitative
research amongst target consumers; sample size N=800
or above
Censydiam for Automotive
Storyline
19
How can I
create brand growth?
Provide Clients actionable insights to
brand growth
Understand motivations for category
usage
1 Segment consumers
based on category motivations
2
Identify drivers of
brand choice & innovation platforms
within segments
5 On what motivations
should I focus for my brands
6
How do brands/ position
vs motivations/ segments
3 Select target
segments for my brand(s)
4
Censydiam for Automotive
20
1. What is Attitudinal Equity of my brand?
2. How do consumers perceive
my brand on emotional & functional aspects?
3. What are today’s choice
drivers in the market?
4. How can I optimize the share of my brand on current choice
drivers?
Quantitative research
Starting from N=300
BRAND
GROWTH
BRAND
POSITIONER
Censydiam for Automotive
Storyline
21
How can I
create brand growth?
Provide clients actionable insights to
brand growth
Attitudinal equity of brands
(present status)
1 Perception
of brands on functional and
emotional benefits
2
Identify brand
choice drivers
3 Performance of brands on
choice drivers
4
On what choice drivers
should I focus for my brands
5
Censydiam for Automotive
22
1. What are consumes deeper motivations for choosing certain
cars brands?
2. How strong is my range of models in each of these motivations?
3. How can I make optimal use of my
range of models to cover as much motivations as possible? How do I avoid cannibalisation in my model
portfolio?
4. Which white space exists within my product portfolio?
Integrated qualitative & quantitative
research amongst target segment;
sample size N=800 or above
BRAND
GROWTH
PRODUCT
PORTFOLIO
MANAGEMENT
Censydiam for Automotive
Storyline
23
How can I
create brand growth?
Provide Clients actionable insights to
brand growth
Understand motivations for category
usage
1 Segment consumers
based on category motivations
2
How to avoid cannibalization
4
Which white spaces do exist in my portfolio
5
How do my models position vs motivations/
segments
3
Censydiam for Automotive
PRODUCT
TESTING
24
1. What motivations is the new concept addressing?
2. What impact will concept have on
Attitudinal Equity?
Add-on to Innoquest
research; N=200 observations
Censydiam for Automotive
Storyline
25
What motivations is
my product concept
addressing?
Selecting on-strategy
concepts for further
development
Score on key measures
1
Perception of concept on functional and
emotional benefits
2
What impact will concept
have?
3
Comparison of concept
perception with brand strategy
4
Censydiam for Automotive
ADVERTISING
EVALUATION
26
1. What motivations is the new advertisement addressing?
2. What impact will concept have on
Attitudinal Equity?
Add-on to ASI research; N=200
observations
Censydiam for Automotive
Storyline
27
What motivations is
my advertising execution
addressing?
Selecting on-strategy
concepts for further
development
Score on key measures
1
Which motivations is
advertising addressing
2
Comparison of perception with brand strategy
4
What impact does advertising
have on Attitudinal Equity
3
Censydiam for Automotive