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Brand Media Monitor VIII
© TNS
Brand Media Monitor VIIIEdition 2016 - 2018The fastest way to understand your brand
Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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
PE
OP
LE
ME
DI
A
BRANDS
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Brand Media Monitor VIII
© TNS
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
PE
OP
LE
ME
DI
A
BRANDS
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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Brand Media Monitor VIII
© TNS
■ 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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Brand Media Monitor VIII
© TNS
45 Main sectors99 Product categories
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See the full list on this webpage
Brand Media Monitor VIII
© TNS
• 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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
• ‘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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
People : Innovation segmentation
SOCIAL LOGIC
MARKET LOGIC
Selectives 23,1%
Cautious 33,4%
Rejectors11,4%
Pioneers18,9%
Shopaholics13,1%
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Brand Media Monitor VIII
© TNS
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
Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
“ 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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Brand Media Monitor VIII
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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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
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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Brand Media Monitor VIII
© TNS
• 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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Brand Media Monitor VIII
© TNS 30
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)