1

Computer or Mobile: Does it Matter?

What’s In Store For You Today

Who we are

The business need

Case study

Implications

Overview

Deep dive into …

How …

Claim Evaluation Across Different Survey Platforms

Smartphone TabletDesktop/laptop

computer

Multiple platforms

Multiple quant methodologies Qual-Quant Case Study

Who We Are

Concept Focus HiveThought BubbleeCollageTM

I wish I could …

Claims in Today’s Competitive Consumer Market

In part because 85% of HH shopping needs derives from repeat purchases

$50 million

Benchmark of a highly successful new product launch

75%Fail to earn even $7.5 million during their first year

<3% Of new products exceed first-year sales of $50 million

Why Claims/Benefits Matter

Increase appeal

Motivate purchase

Draw attention to your product

Differentiate

Impact brand/ product perceptions

Are central to wider communication strategy

An effective claim will

Research Question and

Considerations

Case StudyBuzzBack & Claims

About the Approach

Considerations

BuzzBack & Claims

Vast experience in CPG and pharma

Internal Case Studies(ROR)

Partnership with Clients

What We Already Knew – Methodology Comparison

SEQUENTIAL MONADIC

(Claims On Pack)

KANOSEQUENTIAL MONADIC

(Standalone Claims)

MAX DIFF(6 Items Per

Card)

MAX DIFF(4 Items Per Card)

Test a series of 15 claims using 3 different research methodologies:

Target:

• US residents

• Ages 18+

• Purchase cookies at least once every three months

• N=752 respondents (~n=150 per cell)

Original Study – What We Uncovered

Top Claims Off Pack(Appeal)

On Pack(Appeal)

4 Items Per Card

6 Items Per Card

Made with natural ingredients

Made with real yogurt

Low calorie

No trans fat

Made with whole grains

Has a creamy filling

Has more fiber than other cookies

Has added protein

Sequential Monadic and Max Diff Comparison

= Top tier = Middle tier = Rated/ranked similarly across methodologies

Sequential Monadic Max Diff

Research Question and

Considerations

Case StudyBuzzBack & Claims

About the Approach

Considerations

Our Mobile Society

Today consumers are increasingly interacting with the world on mobile

devices.

Smartphones

Tablets

Mobile Penetration

May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14

3%8% 10%

24%

34%

42%Tablet Penetration Rates Among US Adults% of Americans aged 18+ who own a tablet

Source: Pew Research Center’s Internet & American Life Project

Global Smartphone Subscriptions in

2013

1.9 billion

by 2019

5.6 billion

Will jump to

Tablets Usage Is Growing

Internet browsing Email Gaming Social metworking Reading e-books Listening to music

82%

72%

60%

50%

33% 33%

76%

63%

57%

47%

33%35%

56%

31%

58%

36%

67%

23%

Apple iPad Samsung Galaxy Amazon Kindle Fire

But mostly entertainment and social

Source: Kantar Worldpanel

Online Research Across Platforms

Percentage of Survey Starts Per Device

Data aggregates all studies from Decipher’s highest volume accounts over a two year period. Based size: 1-3M per quarter

Q1'12 Q2'12 Q3'12 Q4'12 Q1'13 Q2'13 Q3'13 Q4'130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Desktop

Smartphone

Tablet

Straddling Mobile Opportunity

More survey takers from

mobile

Data collected not targeted by researcher

Sample risks (marginalizing)

How to adapt/ reconcile norms, etc.

Fast results

In the moment

Geo targeting (location based)

Visual/ audio

Objectives

Make more informed decisions about which survey platform is bestMake more informed decisions about which survey platform is best and if survey needs to be adapted for multiple platforms

Test different online platforms for evaluating claims

Platform Considerations

• Online surveys are typically designed with laptops/desktop computers in mind

• Panel survey takers tend to prefer taking surveys on laptops/desktop computers, but …

• …there is a growing number taking surveys on mobile platforms

We already know that …

• Potential of mobile data collection occurring without being specifically targeted by or accommodated for by the researcher

• Survey drop out rates are higher on mobile devices

• Also are these the right people?

But does the survey platform make a difference? How? And does it matter?

Research Question and

Considerations

Case StudyBuzzBack & Claims

About the Approach

Considerations

Methodology

SEQUENTIAL MONADIC MAX DIFF (5 Items Per Card)

Test a series of 10 claims using 2 different research methodologies, across 3 different platforms:

Target:

• US residents

• Ages 18+

• Purchase cookies at least once every three months

• N= 900 respondents (~n=150 per cell)

Smartphone TabletDesktop/

laptop Smartphone TabletDesktop/

laptop

Stimuli – Cookie Concept

I love my afternoon snack, but wish I could find something healthier. Introducing YeS-wich Yogurt Sandwich Cookies with a delicious yogurt cream filling.

YeS-wich cookies are made with the finest ingredients: whole grains, creamery butter and yogurt, organic eggs and just the right amount of sun-sweet fruit juice. Then they are baked to crunchy perfection. Best of all, they get sandwiched around a generous spoonful of all natural yogurt cream filling.

YeS-wich: The cookie with the extra goodness of yogurt in every bite.

Claims Tested

1

2

3

4

5

6

7

8

9

10

No trans fat

Made with natural ingredients

Low calorie

Has a creamy filling

Made with real yogurt

Made with whole grains

Has a unique flavor

Crunchy

Chewy

Made with organic eggs

Survey Considerations

Limit number

Practical Survey Can they read everything

Adapting to platforms

Adapting the survey to different platforms:

Desktop/ laptop

Cut out clutter + larger font

Mobile Survey

Methodologies Explained – Sequential Monadic

Sequential Monadic Evaluation

• Rate a series of benefits

• Benefits are shown in random order, one at a time

• Express preference at the end

• A shortened battery of standard key metrics and diagnostic probes

• Benefit statements can be comparatively evaluated

Sequential Monadic – Claim Performance

Top Claims

Purchase Intent Relevance

Laptop/ Desktop

Tablet Smartphone Laptop/ Desktop

Tablet Smartphone

Made with natural ingredients

No trans fats

Low calorie

Has a creamy filling

Made with real yogurt

Made with whole grains

Has a unique flavor

= Similar across devices = Higher than Laptop/desktop = Higher than Tablet = Higher than Smartphone

Sequential Monadic – Claim Performance

= Top tier = Middle tier

Sequential Monadic – Diagnostics

Smartphone TabletDesktop/laptop

computer

Methodologies Explained – MaxDiff

MaxDiff

• Used to eliminate scale bias when measuring preferences/ prioritization

• Respondents indicate best and worst from a subset

• Might be easier to understand; assumes easier to judge options at the extremes vs. based on middle of the scale ratings

• Scores range 0-100 and sum to 100, but Data is relative, not absolute

MaxDiff – Claim Performance

= Similar across devices = Higher than Laptop/desktop = Higher than Tablet = Higher than Smartphone

MaxDiff – Claim Performance

Top Claims Laptop/ Desktop Tablet Smartphone

Made with natural ingredients

Has a creamy filling

Made with real yogurt

No trans fat

Low calorie

Made with whole grains

Chewy

= Top tier = Middle tier

MaxDiff – Diagnostics

Smartphone TabletDesktop/laptop

computer

Desktop/Laptop ~14 words/respondent

Smartphone/Tablet ~12 words/respondents

Diagnostics

Projective technique diagnostics elicit similar responses regardless of survey platform

“'I am looking for something new. It's still a treat, but at least it's sort of healthy for me. I'd give it a try. Must mean it's made with nothing artificial. No preservatives or artificial flavors or colors..”

“It sounds healthy and therefore would be good for my family.”

“She is looking for a cookie that has nothing artificial and no preservatives. It’s also something healthier than her regular cookies and they look delicious. She thinks that his cookie is actually full of fiber and healthy...not as bad as regular ones!”

“Something that will taste great and is also healthier.”

Key Findings

Smartphone TabletDesktop/laptop

computer

When best practices for different platforms are taken into account:

The same is true for diagnostics:

Respondents are equally as eloquent and detailed, regardless of platform

“This might be a good product to try. It sounds healthy and therefore would be good for my family.”

“Must mean it's made with nothing artificial. No preservatives or artificial flavors or colors.”

“Healthier cookie, could probably eat more often and not feel guilty about it.”

Target Distribution

Smartphone Tablet Desktop/laptop computer

18-3927%

40+73%18-39

71%

40+29%

18-3965%

40+35%

Research Question and

Considerations

Case StudiesBuzzBack & Claims

About the Approach

Considerations

35

A Few Final Points

• More tactical

• Different questions

• Who are you talking to?

36

Additional webinars and whitepapers

What to Do About Benefits or Claims

Better Ways to Optimize Packaging

Choosing a Name with Confidence

BuzzBack Hive: New Ways to Connect and Co-create

info@buzzback.com @buzzbackwww.buzzback.com

Q&A