Chapter 8- Primary Data

Gender and Age recognition systems

NEC electronics of Japan developed tech to recognize gender and age of consumers. -placed in malls/airports/heavily trafficked areas

-retailer competitive landscape insights -category competitive landscape insights -consumer purchasing dynamic insights

Symphony IRI types of information that can be obtained from the surveys include

1. the needed information must be either observable or inferable from behavior that is observable 2. the behavior of interest must be repetitive, frequent, or in some manner predictable 3. the behavior of interest for many types of observation must be of relatively short duration

Three conditions must be met before most types of observation can be successfully used as a data collection tool for marketing research:

electroencephalograph

machine that measures electrical pulses on the scalp and generates a record of electrical brain activity

functional magnetic resonance imaging

measures the changes in the flow of blood related to neural activity in the brain.

-technology isn't everywhere -skeptical -scared share too much publicly -hard to interpret/doesn't stand alone

neuromarketing flaws:

optimized cost per impression

shows ads to people who are more likely to convert off Facebook.

ethnographic research

study of human behavior in natural context, involving observation of behavior and physical setting.

Facial Action Coding Services

-identified 43 muscle movements responsible for all human facial expressions -7 years, 3000 combos of expressions -highly accurate -FBI/CIA use it in interrogation

In Store Tracking

-location based tools - Foursquare -Iphone apps

-reality based -reveal unexpressed needs/wants -discover unexploited consumer benefits -reveal product problems -show how, when, why, and where people shop for brands, and how they percieve it compared to competitive products -shows who in the family actually uses a product - may undercover a new demographic - (etc. look on page 170)

Advantages of Ethnographic Research

-firsthand research isn't subjected to biasing factors

Advantages of Observational Research

1. natural versus contrived situation 2. observation versus disguised 3. human versus machine 4. direct versus indirect

Approaches to Observation Research

-only behavioral and personal characteristics can be observed -only public behavior is observed

Disadvantages of Observational Research

anthropology

a highly skilled ethnographic researched is usually skilled in __________.

galvanic skin response

also known as electrodermal response, change in the electric resistance of the skin associated with activation responses

conversion

an action that a person takes based on an advertisers website, such as checking out, registering, adding an item to the shopping cart, or viewing a specific page

Machines

can do the job less expensively, more accurately, and more readily.

symphony IRI consumer network

continuous household purchase panel that receives purchasing information from the National Consumer Panel, a joint venture between Symphony IRI and Nielsen Holdings.

TiVo Targeting

created power//watch, a panel of households who have opted in to having their personalities identifiable viewing information collected and responding to monthly online services

qualitative research

ethnography and focus groups =

-visibility -engangement -viewing patterns/communication hierarchy

eye tracking can document:

ethnography

for strategic understanding, exploratory research at the beginning of the creative/innovation process

Contrived

instructs the participants to perform certain actions, speeds up the data gathering process, but is artificial

ethnographer

is trained to to examine human culture: symbols, codes, myths, rituals, beliefs, values, rules for social interaction, and conceptual categories and perceptions

Natural

observing how many people enter a Macy's store during certain hours. Observer plays no role in the behavior of interest. they should have no idea that they are being observed.

Mystery Shoppers

people who pose as consumers and shop at a company's own stores or those of its competitors to collect data about customer-employee interactions and to gather observational data; they may also compare prices, displays, and the like

one way mirror observation

practice of watching behaviors or activities from behind a one way mirror

triangulation

process of checking findings against what other people say and against similar research already conducted - is way to verify the accuracy of collected data

Disguised

process of monitoring people who do not know they are being watched ex: behind 1 way mirror

Open

process of monitoring people who know they are being watched

focus groups/ IDIs for tactical issues

reactions to stimuli often ones that have been developed in the first place. In a sense, these methods have been repositioned in some client's minds

garbologist

researchers who sort through people's garbage to analyze household consumption patterns.

digital agnostic

switching between technologies ex: phone/computer/desk top/tablet

Observation Research

systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved

find participants

the 1st step in ethnographic research is to __________.

cost per impression

the cost to offer potential customers one opportunity to see an advertisement. Often expressed in terms of cost per thousand. (CPM)

level 1

the mystery shopper conducts mystery phone calls. Here, the mystery shopper calls the client location and evaluates the lvl of service received over the phone, following a scripted conversation.

level 4

the mystery shopper performs a visit that requires excellent communication skills and knowledge of the product. (home loan, purchasing a new car, etc)

level 2

the mystery shopper visits an establishment and make a quick purchase, little or no customer-employee interaction is required. evaluates the transaction/image of facility

level 3

the mystery shopper visits an establishment and, using a script or scenario, initiates a conversation with a service and or sales representative. Usually doesn't involve a purchase

neuromarketing

the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli (hot area in marketing research)

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