A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
Measuring the Power of Social Influence at the Shelf Valla Roth, Decision Insight
Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material
For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Valla Roth Director of Communications
Decision Insight
Measuring the Power of Social Influence
at the Shelf
April 19, 2012
ShopperIQTM Measure the impact of shopper decisions where they happen
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Our World is Changing
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Power of Social Media
“I thought I had no power when I started my blog, but I still wanted to make a difference in my own quiet way. I had no idea it would create an uproar…discovering that school lunch reform is vital.” - Sarah Wu, a.k.a. Mrs. Q
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Power of Friends
Carolyn Everson VP Global Marketing Facebook
“We at Facebook believe that everything is better with your friends. This is just as true when you’re making purchase decisions as when you decide what you want to wear or where you want to go to eat. People listen to their friends about what they should buy.” - Shopper Marketing, 9/11 issue
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Social Marketing Works
6.7%
6.3%
7.2%
All Categories Food and Beverage
Personal Care
Sales Lift
Source: SymphonyIRI and Bzz Agent Study 2012
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Funda mental ?
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
How Do We Decide?
?
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Field is Growing
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
ü We could be more certain of how shoppers make decisions...
ü AND translate that knowledge across multiple situations…
ü Identifying universal key Shopper Marketing principles to influence shopping behavior in our favor.
Wouldn’t it be Great if…
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
compliance
Can We Replicate These Behaviors? In Store?
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Research: Message Types
BENEFIT
SOCIAL INFLUENCE
VS
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Our Research Experiment…
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Participants enter a virtual store… where they shop as they would in real life, interacting with shelf variations.
Respondents scroll through the aisle to view different products…
and click on items to pick them up, learn more, return to shelf, or select to purchase.
1 2
3 4
Virtual Shopping: How it Works
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Dish Soap & Pasta
Featured Products: $2-3
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Dish Soap & Pasta: Message Types
BENEFIT SOCIAL INFLUENCE
VS
17 Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Dish Soap & Pasta
Featured Products: $2-3
No differences between SOCIAL and BENEFIT Messages
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Measuring What They Say vs. What They Do
2 OUT OF 3 SAID THEY PREFER THE BENEFIT MESSAGE
YET WHEN THEY SHOPPED, SALES
WITH THE BENEFITS MESSAGE SHOWED NO LIFT OVERALL
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Razors
Featured Products: $12-15
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Razors: Message Types
BENEFIT SOCIAL
INFLUENCE VS
21 Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
“In general, when we are unsure of ourselves, when the situa&on is unclear or uncertainty reigns, we are most likely to look to and accept the acAons of others as correct.” -‐ Robert Cialdini, Ph.D.
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Featured Products: $12-15
Regarding both INTENT TO BUY and APPEAL,
the BENEFIT messaging resonates with GILLETTE USERS while the SOCIAL
INFLUENCE message resonates with GILLETTE NON-USERS.
Razors
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Social Influence Messaging Enhances Brand Perceptions
33%
67%
42%
80%
Is the market leader
Made by a trusted brand
Social Influence Message Impact of Gillette Brand Perceptions
Among Non-Users
SOCIAL INFLUENCE
SOCIAL INFLUENCE
BENEFIT
BENEFIT
24 Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
A Little Experiment… Marketing Objectives ü Attract Non-Users ü Grow the category
Message Type ü Social Influence
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Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Understanding Social Influence
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
We’ve Started the Journey
Moving Forward
27 Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Q & A
Valla Roth Decision Insight
Lenny Murphy Greenbook
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Thank you!
Valla Roth Director of Communications Decision Insight [email protected] 816-221-0445
ShopperIQTM Measure the impact of shopper decisions where they happen
Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
About Decision Insight As a leader and innovator in Shopper Marketing and Category Management research, Decision Insight builds and leverages virtual environments to help understand the impact of these strategies where the ultimate decision is made: in the store. Our suite of ShopperIQ™ research solutions predict the impact of in-store strategies by creating the appropriate context to test alternatives, understand the whys behind them, and optimize their communication – providing significant cost and timing advantages over testing in stores. Our virtual shopping results correlate to in-market data at .90 or better. Learn more at: www.decisioninsight.com For more information or to request a demo:
[email protected] or 816-221-0445 x215
ShopperIQTM Measure the impact of shopper decisions where they happen
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A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
Measuring the Power of Social Influence at the Shelf Valla Roth, Decision Insight
Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material
For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
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