Professional Documents
Culture Documents
July 2005
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
Leveraging
Knowledge
NPD Media
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
_ WW and Market
Studies
_ Project Fishing _ Working with MPG
Working with Prosumers
_ Research
_ Brand Tracking
Clients
Client Research
_ The prosumer segmentation will inform and add depth to clients
research
_ Encourage clients to use the prosumer algorithm in all their
researchboth qualitative and quantitative
_ Have them sign the specially written client NDA
and send the signed copy to NY (Jenny Burke)
_ The prosumer segmentation will inform and add depth to clients
research
_ Encourage clients to use the prosumer algorithm in all their
researchboth qualitative and quantitative
_ Have them sign the specially written client NDA
and send the signed copy to NY (Jenny Burke)
Client Brand Tracking
The 6 Prosumer Statements
Please indicate the degree to which you agree with each of the following
statements (5=Strongly agree; 4=Somewhat agree; 3=Neither agree nor
disagree; 2=Somewhat disagree; 1=Strongly disagree):
1. Im typically the first or second person I know to try new things; I consider
myself a real independent thinker and experimental
2. I am frequently the one doing the newest thing(s) first
3. When I have a great or an awful experience with a new brand, product,
service, vendor, venue, anything, I tell lots of other people
4. I am often consulted by my peers for counsel and recommendation on a
range of topics (e.g., vacation destinations, restaurants, movies)
5. I trust what I read in newspapers and magazines, and believe what I hear on
television and radio
6. I consider myself far behind the times and not very engaged in either
consumerism or pop culture
IMPORTANT: Clients and research vendors must sign the specially written client NDA
and send the signed copy to NY (Jenny Burke) prior to being given access to the
prosumer statements or algorithm
The Prosumer Algorithm
(i.e., How to Identify Whos a Prosumer)
_ Agreement with the statement: Im typically the first or second person I know to try new
things; I consider myself a real independent thinker and experimental
AND
_ Agreement with the statement: I am frequently the one doing the newest thing(s) first
AND
_ Agreement with the statement: When I have a great or an awful experience with a new
brand, product, service, vendor, venue, anything, I tell lots of other people
AND
_ Agreement with the statement: I am often consulted by my peers for counsel and
recommendation on a range of topics (e.g., vacation destinations, restaurants, movies)
AND
_ Non-agreement (neutral or disagree) with the statement: I trust what I read in
newspapers and magazines, and believe what I hear on television and radio
AND
_ Disagreement with the statement: I consider myself far behind the times, and not very
engaged in either consumerism or pop culture
IMPORTANT: Clients and research vendors must sign the specially written client NDA
and send the signed copy to NY (Jenny Burke) prior to being given access to the
prosumer statements or algorithm
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
Qualitative Research: Focus Groups, Interviews, etc.
_ Download the prosumer algorithm and NDA from my.eurorscg.com
_ Have your recruitment supplier sign the NDA and send the signed copy to NY
(Jenny Burke)
_ Write your recruitment spec in the normal way to recruit your chosen sample
_ To identify prosumers within the sample, just apply the 6-question algorithm
Quantitative Research: Online and Offline Surveys
_ Download the prosumer algorithm and NDA from my.eurorscg.com
_ Have your recruitment supplier sign the NDA and send the signed copy to NY
(Jenny Burke)
_ Write your recruitment spec in the normal way to recruit your chosen sample
_ To identify prosumers within the sample, just add the 6-question algorithm
Local Prosumer Panels
_ Establishing prosumer panels in all major markets
in 2005
_ Immediate access to prequalified prosumers in
predetermined categories
_ Allows us to tightly identify and target prosumers based
on their interests, areas of expertise, demographic
characteristics, product affinities, and brand ownership
_ Lets us tap into prosumer insights in a timely, cost-
effective way
_ Concept or strategic testing
_ Advertising pretests
_ Evaluation of new communications
_ Determination of current trends
_ Competitive analysis in terms of image, attitudes, and usage
Setting Up a Prosumer Panel
_ Partner with a local quantitative market research company
_ Needs to be big enough to conduct numerous polls for various clients
on monthly basis
_ Have them sign NDA and send signed copy to NY
(Jenny Burke)
_ Choose the categories in which you are interested
(linked to major clients and new business)
_ Cost of setting up panel will be funded 50:50 by WW and local
office
_ To get 50% funding from WW, you will need to send your plans to
Global Prosumer Team for approval (Andrew Benett,
Jenny Burke)
_ All other usage costs are on ad hoc basis
Databases
_ Currently working with 4D team on creating a model to find prosumers on
existing databases for relationship marketing
_ Successfully re-interviewed a representative sample of existing database to
find prosumers and then reversed back into full dataset
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
Creative Business Idea
Lab
_ A daylong immersion in which you bring together the agencys best thinkers,
across disciplines, to work with the agency brand team in pursuit of a CBI
_ Including the client creates a feeling of shared ownership of the idea
_ Including prosumers validates the idea
_ Just agency staff for new business pitches
How to Conduct a Creative Business Idea
Lab
_ Labs can range in size from 1535+ participants, with individual teams
typically limited to 57 people
_ Identify a lab leader to drive the agenda and handle logistics
_ Identify a moderator or team leader to lead each of the breakout sessions
_ Stock breakout rooms with pads, pens, and thought starters
_ Keep people well fed and watered
A Prosumer CBI Lab: Nokia
Creative Business Idea
2004
Consumer technology brands (PC, CE, telco, Internet, and technology retail)
Net Rating (NR) Among All Respondents
Intels Momentum Among Computing Brands
_ Momentum is strongest in PRC, where it ties that of the leading OEM
_ Second only to the leading OEM in U.K. and U.S., but with a large gap
_ Clustered in India, where category is still in infancy among general consumer population
_ Higher Net Rating in France than in U.S. and U.K., but behind 3 other players
_ Entire category has lower momentum in Germany, but Intels lead over AMD, seen
elsewhere, is nonexistent
PRC
RANK BRAND NR
1 Lenovo 50
2 Intel 50
3 IBM 44
4 Microsoft 40
5 Dell 38
6 AMD 28
U.K.
RANK BRAND NR
1 Dell 50
2 Intel 38
3 Microsoft 37
4 HP 33
5 Palm 30
...7 AMD 15
U.S.
RANK BRAND NR
1 Dell 62
2 Intel 35
3 Microsoft 29
4 HP 29
5 AMD 15
6 Gateway 11
India
RANK BRAND NR
1 Microsoft 41
2 HP 38
3 Intel 34
4 IBM 30
5 Compaq 29
6 Apple 24
France
RANK BRAND NR
1 Dell 61
2 HP 54
3 Microsoft 49
4 Intel 47
5 Compaq 34
7 AMD 17
Germany
RANK BRAND NR
1 Dell 29
2 HP 27
3 Palm 18
4 AMD 17
5 Intel 14
6 LG 13
Intel ranks #2 out of 15
computing brands; #10
in overall study
Intel ranks #2 out of 16
computing brands; #42
in overall study
Intel ranks #2 out of 17
computing brands; #40
in overall study
Intel ranks #3 out of 9
computing brands;
#156 in overall study
Intel ranks #4 out of 16
computing brands; #25
in overall study
Intel ranks #5 out of 20
computing brands;
#136 in overall study
Net Rating (NR) Among All Respondents
Source: Euro RSCG Prosumer Pulse
2004
Intels Momentum Among Digital-Home Contenders
_ Sony and Samsung have the greatest perceived momentum in the digital-home category
_ Intel is high in a second tier in France, PRC, and U.K., but lags slightly in Germany and India
India
RANK BRAND NR
1 LG 73
2 Sony 67
3 Samsung 66
4 Panasonic 43
5 Philips 42
6 Microsoft 41
7 Intel 34
8 Apple 24
France
RANK BRAND NR
1 Sony 69
2 Samsung 60
3 Microsoft 49
4 Intel 47
5 Philips 23
6 Panasonic 19
7 AMD 17
8 Apple 13
PRC
RANK BRAND NR
1 Samsung 67
2 Sony 52
3 Lenovo 50
4 Intel 50
5 LG 46
6 Philips 45
7 Microsoft 40
8 Panasonic 33
9 AMD 28
U.K.
RANK BRAND NR
1 Sony 49
2 Samsung 46
3 Intel 38
4 Microsoft 37
5 Panasonic 32
6 AMD 15
7 Philips 9
8 Apple 6
U.S.
RANK BRAND NR
1 Sony 51
2 Intel 35
3 Microsoft 29
4 Samsung 23
5 Panasonic 23
6 Philips 18
7 AMD 15
8 LG 4
9 Apple -2
Germany
RANK BRAND NR
1 Sony 39
2 Samsung 26
3 Panasonic 24
4 AMD 17
5 Intel 14
6 LG 13
7 Apple 9
8 Philips 9
9 Microsoft -25
Source: Euro RSCG Prosumer Pulse
2004
Net Rating (NR) Among All Respondents
Intel ranks #10 in
overall study
Intel ranks #42 in
overall study
Intel ranks #40 in
overall study
Intel ranks #156 in
overall study
Intel ranks #25 in
overall study
Intel ranks #136 in
overall study
_ Simply add the brands in which you are interested to an existing or
syndicated questionnaire and ask
The Brand Momentum Question:
Please indicate whether over the past few years each of the
following brands has gained ground, lost ground, or stayed the
same in terms of popularity among consumers
_ In some instances, you may want to compare momentum on a particular
dimension; for example:
_ Please indicate whether over the past few years each of the following brands has
gained ground, lost ground, or stayed the same as a technology leader
_ Please indicate whether over the past few years each of the following brands has
gained ground, lost ground, or stayed the same as a company that can be trusted
to help consumers make and/or execute sound investment and financial planning
decisions
How to Conduct Brand Momentum Polling
How to Conduct Brand Momentum Polling
AdScreen
_ Stripped-down version of conventional
pre-testing methodologies
_ No diagnostics
_ AdScreen focuses on 4 key elements:
_ Is the ad on strategy?
_ Does it communicate the strategy well?
_ Is the creative expression of the strategy well
branded?
_ Is the creative expression of the strategy
persuasive?
_ Model tested against MB Link methodology
as control
_ Test animatics perform incredibly similarly
in both methodologies
Model tested and now operational
Online Process Throughout
_ Pre-test commissioned via AdScreen website
_ Client inputs against standardized
brief (variables minimized) and
uploads animatic
_ System generates online questionnaire
for approval
_ Questionnaire automatically drops into
appropriate online survey vehicle via Market
Probe Intl (NY)
_ Completions feed into central
hub database, which automatically generates
results
_ Report made available online through
password-protected download
_ Download available as PDF or PPT document
On-Screen Report
Downloadable
Report
Significant Advantages Over Conventional Alternatives
FAST: Turnaround = 35 days vs. 23 weeks for MB Link
CHEAP: US$58K vs. US$2228K for MB Link
FOCUSED: Only the information you NEED
SMART: Complements existing methodologies and avoids unnecessary costs
Working with Prosumers
_ Research
_ Brand Tracking
Clients In-House CBI Tools
Leveraging
Knowledge
_ Qualitative
_ Quantitative
_ Prosumer Panels
_ Databases
_ CBI Labs
_ Brand Momentum
_ AdScreen
_ WW and Market
Studies
Leveraging Global Prosumer Studies
_ All prosumer datasets are located on my.eurorscg.com (Strategic Tools page)
_ If you would like a copy of the original questionnaire (U.S.) for Prosumer
Pulse