The role of Market Research in decision making - Esomar

The role of Market Research 

in decision making 

EM Lyon Business School 

31 January 2011

WELCOME AND OPENING 

AGNES NAIRN 

Professor of Marketing 

EM LYON BUSINESS SCHOOL 

FINN RABEN 

Director General 

ESOMAR

CONSUMER UNDERSTANDING AND 

DECISION MAKING 

The role of Market Research

One part resonance, one part edge 

How Philips built a better business with a new 

recipe for validating consumer insights 

SUSAN CASSERLY GRIFFIN 

EVP, Marketing and Business Development 

BRAINJUICER, USA 

VALERIE BATUT 

Innovation Intelligence Manager 

PHILIPS LIFESTYLE, Netherlands

A new way! 

• Research as a strategic function for growth 

• Capable of addressing today’s challenges 

• Keeping focus on consumer centricity 

• Capturing the emotional response 

• Building marketing skills 

• Driving change 

6

Put humans at the center 

7

Consumer Lifestyle vision 

An overview 

• Philips’ ambition is to become a leader in the 

health and well-being arena with sense and 

simplicity as competitive edge 

• Consumer Lifestyle contributes to this goal by 

making it easier for people to achieve a 

healthier and more sustainable lifestyle 

• Our insight-led business creation process and 

market-in orientation enables us to deliver 

breakthrough meaningful innovations to 

consumers 

• We are a strong global brand, particularly in 

emerging markets 

8

Our path to a consumer-driven organization 

From Technology to Insights 

Masculine 

Follow intuition 

Control 

Interactive Living 

Healthy Life 

Feminine 

Home Living 

Personal Care 

9

Consumer Insights shape the innovation 

culture for Philips 

Insight 

Insight Validation 

Value 

Proposition 

Concept Validation 

Consumer Experience 

Testing 

Product Launch 

Enrich the validation process leveraging various qualitative techniques: 

Sensorium on line community, ethnography, consumer labs 

A disciplined approach with continuous consumer feedback 

NPS Loyalty 

Measurement 

10

Why great insights are like a fridge… 

Open them up and the light goes on! 

November 2010 11

November 2010 

Explore vs. Validate!

November 2010 


How to measure Insights? 

Excitement & Freshness needed 

to drive great NPD & Comms 

(hence double weighted) 

Must also be Relevant & True 

> but this is still not enough 

INSIGHTS must Identify & be Clear 

> but this is not enough 

Excite 

(x2) 

Fresh 

(x2) 

Relevant True 

Identify Clear 

Wow, you really 

understand me 

Almost better than I 

understand myself!” 

November 2010 14

It’s even more important to improve it! 

November 2010 15

You can do things backwards 

November 2010 16

You can significantly improve a specific insight 

November 2010 17

The new Philips Juicer sets the tone for 

consumers’ healthy living! 

The healthy living insight: get the best out of food! 

Consumer benefits: 

– Extract more juice 

– Fast juicing - No pre-cutting needed 

– Delicious and easy to make recipes 

– Quick and easy cleaning 

Key consumer findings: 

– More than a kitchen tool, a juicer offers you raw vitamin power for 

health 

– “I make juice first thing in morning to get a natural buzz for the 

day ahead from the vitamins and goodness in the juice.” 

– Goodness cannot be complicated 

Key Results: 

– “I use my juicer to make vegetable juices, and I value the power of 

the machine and the easy collect & empty section at the back for 

collecting the pulp.” 

– More than 1,500,000 pieces sold 

18

Guidelines For Writing Insights 1 

Do: Generate insights that are True, Excite people and have a real distinguisher: 

they offer a Fresh perspective on a (familiar) issue 

Don’t…: 

...Be materialistic: 

Don’t be 

overly 

materialistic, 

it feels 

superficial & too sad 

to identify with 

...Use hyperboles: 

Don’t make 

simple things 

/ gestures 

(trivia) too 

big; 

...Claim artificial newness: 

Don’t present 

something as 

new, which isn’t 

...Be too specific: 

Close out 

respondents 

using overly 

specific 

identification statements: 

‘I’m a busy businessman...’, 

‘I like to sit on the couch with 

my legs on the table…’ 

...Use negativity: 

Don’t use 

negative 

formulations 

don’t easily 

resonate 

...Patronize: 

Talk down on 

respondents/ 

giving them 

the feeling they 

are not capable themselves 

makes them feel overly 

dependant and disqualified 

It’s not a word game, but words are important … 

...Be vague: 

Be specific 

when 

addressing 

a flaw in a 

current solution 

...Out of home: 

Referring to 

Out of Home 

experiences is 

risky (‘iced 

coffee like in a restaurant’, 

‘create your own cinema 

experience at home’) 

November 2010 19

Guidelines For Writing Insights 2 

Do: address a concrete downside of an existing consumer experience 

(and hint at a superior experience overcoming the downside, without 

suggesting a product solution) 

Don’t…: 

...Confuse Accepted Consumer 

Beliefs with Insights: 

Seek a ‘Wow, 

these guys really 

understand me!’ 

response, not: 

‘Yes….. And?’ 

...Suggest product solutions: 

Suggest 

consumer 

experiences 

...Ignore legal requirements: 

Make sure to 

imply that 

suggested 

solutions will be 

within legal 

requirements 

...Bad mouth colleagues: 

Be respectful, 

don’t blame 

others 

...Forego vested interests: 

when testing with 

different 

stakeholders be 

aware of vested 

interests (e.g. 

medical teams) 

...Ignore cultural differences: 

Needs and cultural 

values are Strongly 

interlinked 

November 2010 20

Insights are important to develop new products and successful marketing 

campaigns 

Quick coffee 

Easy to get! 

November 2010

November 2010 


November 2010 

Thank you 

Susan Casserly Griffin 

Executive Vice President, Marketing and Business Development, BrainJuicer 

Valerie Batut 

Innovation Intelligence Manager, Philips

How fans become shapers of an 

ice-cream brand 

Towards the next frontier in conducting insight 

communities 

DADO VAN PETEGHEM 

Senior Knowledge Consultant 

INSITES CONSULTING, Belgium

Hi, thanks for having me. 

My name is Dado Van Peteghem 

I’m a 28 year old guy from Belgium. 

I’m working at InSites Consulting, 

the coolest market research & 

consulting firm in the world. 

This year I got married to Danielle, the 

love of my life. She rocks my world. We 

live together in the most beautiful city 

of the world, Ghent. 

@dadovanpeteghem

© InSites Consulting 

We are different from our target audience! 

Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both? 

CONSUMER TWIN SCORE 

6% 

7% 

6% 

15% 

30% 

24% 

7% 

4% 

5% 

8% 

6% 

19% 

35% 

17% 

5% 

4% 

[client 

logo] 

InSites Consulting beliefs - © 2010 

26

33% 66%


We are different from our target audience! 

Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both? 

CONSUMER TWIN SCORE 

6% 

7% 

6% 

15% 

30% 

24% 

7% 

Their lives are different from ours 

Their lives are different from ours 

4% 

5% 

8% 

6% 

19% 

35% 

17% 

5% 

4% 

[client 

logo] 


29


[client 

logo] 


30


[client 

logo] 


31


[client 

logo] 


32


[client 

logo] 


33

Is this really 

what we want? 

34


They want to co-create 

They even consider it their right 

They drive growth 

[client 

logo] 


36

Experiment 

Feel heartbeat 

Activation potential 

Feedback & ideas


24/7 

Observe Facilitate Join 

[client 

logo] 

InSites Consulting’s Research Communities 

38

Research 

Communities

The number of Dunbar

Never underestimate the power of 

n=1

Brand and/or topic 

identification 

Brand / Topic 

My identity


Experience 

Meet & greet sessions Story of the project Incentives 

Feedback 

[client 

logo] 

InSites corporate presentation 

45


[client 

logo] 


46


[client 

logo] 


47

Communication & activation 

Consumer experience & innovation 

Corporate social responsibility

An experience 

Tasty 

Cosy 

Great moments 

Real 

I love it! 

Expensive Troubles 

Better 

My favorite... Unique 

Disappointed

Follow-up Follow up wave!

@dadovanpeteghem

Q & A

CAREERS IN MARKET RESEARCH: 

The Benefits of Real Consumer Knowledge

DISCUSSION PANEL 



BRAINJUICER, USA 

MARK WHITING 

Director 

ADDED VALUE, FRANCE 

PHYLLIS MACFARLANE 

Chairman 

GfK NOP, UK



BRAINJUICER, USA

2005 

2005 

Award 

Winner 

2007 

2007 

Award 


Juicy Research… 

Inspiring Great Marketing 




BrainJuicer

What do you want to be when you grow up?

The Future of Market Research 

“Market research at its best is mind expanding & profit 

enhancing, not just risk reducing. At best, it’s full of insight 

& illumination that informs & inspires great marketing. 

At worst, it’s a 120 page insurance policy heavy on 

numbers, light on insight and usually dead-on-arrival. 

BrainJuicer’s mission is simple. To reinvent quantitative research 

by translating a generation of breakthroughs in psychology, 

behaviourial economics and social sciences into Juicy tools that 

better understand & predict human behaviour. 

Our purpose is to inspire brave clients to do great marketing by 

providing more predictive, explanatory research in a 

memorable and actionable way.” 

John Kearon, Chief Juicer

BrainJuicer® Juicy Products… 

Month Yr 

FamilyCam® 

Wire up homes for long-term 

online ethnography & product 

development, as an inspirational 

& insightful research resource 

Mass Ethnography 

Respondents become 

researchers, observing & feeding 

back on what other consumers 

are doing (ME research). 

Predictive Markets 

Awarded ESOMAR Best 

Methodology 2005, utilizes the 

wisdom of crowds to accurately 

screen concepts & promotions 

[mandated by Kraft & used by 

9 of world’s top 20 companies 

2005 

2005 

Award 


Mobile Moments of Truth 

Real-time research / Insights e.g. 

shopper marketing, events, touch 

points tracking, new launch tracking. 

DigiViduals 

Digital characters created on Twitter that 

listen to what people with similar profiles 

are saying, providing us with direct 

insights into the lives of the target 

audience. 

FaceTrace® 

Awarded ESOMAR Best 

Methodology 2007, measures 

emotional engagement of comms & 

predict success [mandated by HSBC 

& used 4 of world’s 

top 20 companies]

The Future of Market Research 

For insight 

And innovation 

Seek emtion 

And be creative

Any questions? 


EVP, Marking and Business Development 

BrainJuicer 

E-mail: susan.griffin@brainjuicer.com 

Tel: +1 917 216 8940 

www.brainjuicer.com

MARK WHITING 

Director 

ADDED VALUE, FRANCE

ethnography 

sharp thinking 

innovation 

international 

strategy 

sustainability 

Added Value 

creativity 

brand character 

luxury 

cultural insight 

Branding for Good 

consultancy gaming 

digital 

portfolio management 

market mapping 

semiotics 

emotions 

segmentation 

marketing inspiration 

solutions 

rigour 

equity 

trends

Ali Baba’s marketing cavern 

Between cheese, champagne, cosmetics, furnishing, working at 

Added Value is a bit like being in Ali Baba's marketing cavern: 

tons of exciting insight, innovation and brand briefs, 

opportunities to discover different categories, subjects, targets, 

the chance to build creative bridges, cross-fertilize your mind 

and your clients. 

It's also about juggling low tech and high tech tools: from 

analysing scrapbook collages made by young mothers, to 

chatting online with a bunch of leading edge creative dudes 

from Bangkok, New York and Paris. 

Audrey 

Préparé pour Client Nom du Projet 19/04/2010 Confidentiel 

72

We'll never be scared to mix things up 

Developing sustainable marketing, I really feel like an 

entrepreneur: starting from nothing and creating a long-term 

viable offer. Developing new working methods for our clients, 

answering companies' new needs, developing a new offer not 

only at the marketing level, but also at a society level. 

In my day-to-day life at Added Value, I feel like a cross between 

a sociologist, a consultant and a film director. Nobody here has 

just one job - you have to show skills at all levels, from making a 

video to presenting an output to a client. This is one of the 

things that definitely add value. 

Thomas 


73

Juicy briefs and a great team 

Juicy, challenging, innovation briefs and a great team are the 

two key ingredients that keep the flame burning after over 15 

years of Added Value life. 

Briefs like: build a beer brand from scratch in Russia. Deliver 

groundbreaking innovation in jeans wear. Reinvent iced tea 

across the world. Create the ultimate city centre retail concept 

for 2020. Definitely worth getting out of bed for! 

Especially when hunting for insights and ideas involves 

activities like: exchanging with passionate experts around the 

world. Building global creative digital communities. Leveraging 

semiotics to decode the future. 

Ben 


74

From "ni hao" to "goeie môre" 

'A rolling stone gathers no moss' they say. It may well be a 

cliché, but it still flickers with truth. And I guess, after five years, 

four offices and dollop of weird and wonderful experiences - 

from London and Paris to Cape Town and Shanghai - without a 

doubt it's been one hell of a ride! 

Let's try another cliché; "It's the people". That one fits like a 

glove too. Explore four offices and you'll find a bundle of 

cultures. Each burning bright. Each inspiring you to do 

'something a little different'. 'Radiators', that's what they're 

called. Added Value's full of them. People fuelled by passion. 

Steve 


75

Why ? 

We're always looking for Gold nuggets. We're thought diggers. 

A state of mind that forces you to structure and organise your 

thoughts. To connect your thoughts. Every idea is valued, 

whether it comes out of intuition, chance or a logical trend of 

thoughts - it can be transformed and turned into a nugget. 

After beginning my career in marketing, I joined an NGO 

because I was looking for something else - something that 

would make more sense. Why did I then decide to join Added 

Value? Because it was offering me a new challenge. To give 

clients the tools to help them sell ethical products or services - 

promoting sustainable marketing. And sustainable marketing 

isn't just a service offered by Added Value - it strikes me how 

much it comes from inside people who work here, how deep the 

roots go. 

So, at the end of the day, I'm asking: why not? 

Benoît 


76

Our people are the essence of who we are 

An eclectic community of creative problem-solvers. 

Who happen to have deep brand, marketing and research 

experience. And a appetite for the big questions. We have lives 

outside of work too. We like to think it makes us better at our 

day jobs. This is what we Value. 

IS IT SOMETHING YOU CAN ADD? 


77

PHYLLIS MACFARLANE 

Chairman 

GfK NOP, UK

A Career in Market Research 

Phyllis Macfarlane, Chairman, GfK NOP Ltd 

January 31 st 2011

GfK NOP Ltd A Career in Market Research Phyllis Macfarlane 31 st January 2011 

In the beginning … 

Market Research was about helping clients understand the behaviour and 

opinions of Consumers 

It was a ‘science’ 

Focussed on representative samples 

Asking exactly the right questions 

Delivering quantitative data to clients 

But over time it has grown …


The Evolution of Market Research 

It was not just about asking questions … 

But auditing what people do 

It was not just about ‘Consumers’ 

Businesses, doctors, farmers are Customers too 

It was not just for the private sector 

Governments need to understand their Consumers too 

It was not just local 

But very much an international business 

And, most importantly, it is not just about rational decisions 

But about underlying emotions and motivation


And now the Industry faces enormous challenges 

Behaviour changes driven by the Internet 

Brand relationships with Customers have changed 

Possibility for passive measurement of behaviour 

The Emerging Markets 

Multiple data-sources 

More data than ever before


How are our employment practices evolving? 

Historically we had a classic employee profile 

Rather academic 

Fact-based rather than visionary 

Detail-oriented rather the big picture 

Excellent project management skills 

Basically able to design, execute and deliver surveys 

A rather ‘narrow’ definition: specialists rather than generalists


How are our employee practices evolving? 

Now, we still need those specialist skills 

But it is not enough 

Now we employ a wider variety of people who can 

Understand client business issues 

Understand how technology can be used commercially 

Implement recommendations in clients 

Integrate data from different sources 

Have an international perspective 

Communicate results effectively to senior managers


Recent examples of different skills hired 

From digital ad agency 

Expert in how online advertising works 

Journalist 

To communicate findings to client’s organisation 

Social Media specialists 

To run our intranet and internal employee networks 

To use social media to recruit staff 

Consumer Health experts 

To transform our Healthcare business 

Data Protection/Privacy Legislation experts 

To ensure our passive measurement systems are legal


The sort of people we really want are … 

Numerate, interested in people and data 

And what makes the world go round 

Internationally minded 

Commercial and innovative, entrepreneurial 

Specialists and Generalists 

Statisticians 

Social Media enthusiasts 

Brand and Marketing experts 

Data integrators


Our ultimate aim is to employ … 

People who want to be ‘thought leaders’ 

In specific markets 

In marketing evolution 

In market research 

In consumer science


The research we do these days is business focussed …

Campaign Objectives 

We wanted talk about the chocolate in a CDM 

way not a category generic way 

Using the full creative opportunities of the 

Glass and a Half Full production.

Campaign Overview 

Media Channels 9th April 23rd May 3rd June 

TV ITV, C4, Five, MCH 9 th April - 23rd May 

VOD Online and TV 

Cinema 30th April - 6th May 14th -20th May 28th May -3rd June 

Online 

Brand: 

Campaign Period: 

Campaign Spend 

Cadbury Dairy Milk 

9 th April to 3 rd June 2010 

Total £3.6m 

Google AdWords, YouTube, 

Facebook 9th April - 3rd June 

Source: 

Spend data for cinema and televison: Billetts Media Monitoring. Spend data for online : Provided by PHD Media.

Research Design 

Measurement Period 

1st October 2009 

Data Inputs from 

MEP 

9 th April – 30 th May 

14 th June 

Pre Campaign sales Campaign Post Campaign Sales 

TV Measurement 

Based on the survey data, calibrated to BARB 

Cinema 

Survey based 

Online Measurement 

Nurago LeoTrace software captured exposure to the 

campaign with tagging 

Purchaser, demographic 

and in store promotion 

Analytics

Executive summary 

• The online element of the campaign (in particular YouTube promoted video) 

delivers Cadbury a significantly higher return on investment compared to TV 

• Given such an established brand the campaign as a whole has been successful 

in driving 3.5% of sales. Online budgets have worked the hardest in driving 

incremental sales, providing a more focused and targeted approach 

• The campaign has been effective for the Cadbury brand overall as well as for 

driving Cadbury Dairy Milk sales 

• Target group (15-34) show an even better response to the online campaign 

displayed by a higher uplift in sales 

• Overall confirmation of an effective and efficient media mix. Valuable incremental 

reach and exclusive reach achieved by all aspects of the online campaign and 

particularly with YouTube

Online, particularly YouTube,was an effective medium 

for targeting 15-34’s who were less likely to be exposed 

to TV ads. 

Gross Campaign Reach and Frequency 

Source: UK Media Efficiency Panel 2010 

Sample : 5,184 households 

4.1 | 3.9 3.6 | 3.7 10.7 | 11.8 2.2 | 2.4 

Average frequency over the campaign period

Over 7 times as much reach can be achieved 

per pound spent online vs. TV 

Index of reach point achieved per £1 investment 

Base of TV 



Sample : 5,184 households 

Spend data for cinema and televison: Billetts Media Monitoring. Spend data for online : Provided by PHD Media.

TV (57.7%) 

The incremental reach of online was significant- two 

thirds of those reached online were exclusive 

Reach of Television and Online 

Total Audience 

TV-campaign 11.5% 19.3% 

reach: 

57.7% 

62.8% 

of all online contacts had no TV contact. 

Online delivered 19.3% incremental reach. 


Sample : TV- 2,990, Online- 1,597 

Online (30.8%) 

TV (46.1%) 

Reach of Television and Online 

15-34 

Online (47.9%) 

TV-campaign 

reach: 

14.7% 33.2% 

57.7% 

69.3% 

of all online contacts had no TV contact. 

Online delivered 33.2% incremental reach.

ROI is higher online, with YouTube’s Promoted 

Video showing exceptional returns 


TV- 1,401, Online- 347, YouTube Promoted Video-250 

Spend provided by PHD Media. 

Return on Investment for every £1 media spend

Identifying opportunities for increasing 

sales 

Business aim 

Increase sales of a high 

spec vehicle to generate 

higher revenue and profit 

© 2010 GfK NOP 

Key steps 

Online survey with 

owners of basic and higher 

spec vehicles to 

understand the buying 

process 

Creation of scenarios to 

explore revenue 

implications 

Company Demonstrating 

Automotive 

Manufacturer 

Business outcome… 

ROI, Customer acquisition 

and value 

Each test drive with the high spec model created 

3.3 times more sales revenue vs. a test drive 

with a basic model 

By increasing the number of test drives with the 

high spec model (i.e. more high spec models 

available for test drives), a greater number of 

customers would purchase it 

Assuming the number of test drives remained 

the same, but the proportion of with the high 

spec model could be doubled…this could 

generate an additional €8.4 million sales 

revenue 

In 3% of cases, the high spec model was not 

available for purchase…this equates to lost 

revenue of €4 million

Establishing a brand’s financial value 


A loan provider was 

considering changing its 

brand name in a number of 

markets as part of a broader 

brand repositioning. They 

needed to estimate the 

financial value of their brand 

to decide whether this was 

the best way forward 


Key steps 

A combination of conjoint 

analysis and BPI (Brand 

Potential Index) was used 

across six markets to 

establish the “quantity” 

premium i.e. the uplift in 

sales attributed to the brand 

separate from the specifics 

of the product 

The “quantity” premium 

attached to the brand was 

identified, i.e. the uplift in 

sales that could be 

attributed to the brand 

separate from the specifics 

of the product. This premium 

was expressed as a 

percentage of turnover for 

each market to give a 

financial value 



Financial Loan 

Provider 

ROI, Brand management 

expertise, Statistics 

The research identified that the “premium” equity 

of the brand ranged from between 40% and 86% 

depending on market. In revenue terms, this 

equated to over €100 million value in the company’s 

largest market 

The findings showed that the brand contributed 

strongly to customers’ choice of loan and justified 

continued support of the existing brand name 

across all markets 

However, the positioning of the brand and the type 

of support differed by market. Profiling brand image 

and customer service perceptions enabled further 

improvements to the brand in each market

Maximising revenue through identifying 

lost opportunities 


Implement improvements 

to ensure maximum 

returns are received from 

Travel Money exchanges 


Key steps 

Mystery shopping 

assessments with 

customers and noncustomers 

using a nonstandard 

amount (€175) 

Evaluate potential of lost 

opportunities and 

recommend actions for 

change 


Financial 

Services 


ROI, Customer acquisition 

and value 

One in five unable to exchange money 

(estimated to be €3 million lost revenue) 

Non-standard amounts led to delay in providing 

money or a high degree of down-selling 

(estimated to be €8.4 million lost revenue) 

Staff are recommending competitors or not 

promoting “commission free” if assessors 

question the competitiveness (estimated to be 

€9 million lost revenue) 

Any request for “travel money” should trigger a 

query around travel insurance and potentially 

credit cards (so cross-selling opportunities are 

maximised)

Q & A and 

Open Discussion

CLOSING

CONGRESS 

CONGRESS 

AMSTERDAM 

AMSTERDAM 

2011 

2011 

18 18 - 21 September 

IMPACT IMPACT - Research Reloaded 

The The call call call for for speakers speakers speakers is is now now now open! open! 

open! 

Deadline Deadline for for synopses: synopses: 

synopses: 

11 11 February, February, 2011 2011 

2011

The role of Market Research 

in decision making 


31 January 2011

The role of Market Research in decision making - Esomar

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