Chapter 9

Tv and VideoAudience Measurement and Tracking

- Nielson Media mesures 40% of the world's viewing behavior - can identify who is watching and when

VR andAugmented Reality Marketing Research

- VR immerses people into a completely virtual environment - AR is a technology that layers computer-generated enhancements on top of an existing reality

Types of data given by a Symphony IRI Consumer Network

- average amount go product purchased by each household during a specific period - total projected category or product volume sold in the specific period - average number of shopping trips when the product was purchased (more on slide 25)

advantages of observation research

- information not subject to many biasing factors - some forms of data are gathered more quickly and accurately by observation

Advantages of Ethnographic Research

- it's reality based - it can reveal unexpressed needs and wants - it can discover unexploited consumer benefits - it can reveal product problems - it can show how, when, why, and where people shop for brands - it can show who in the fam actually uses a product - it takes advantage of consumers' experience w the product category - it can test new products in a real context - it can reveal advertising execution ideas - it can help form a better relationship with your consumers

disadvantages of observation research

- only behavior and physical - with the exception of online observation, only public behavior is observed - the behavior may not be projectable into the future - observation research can be time-consuming and costly if the observed behavior occurs rather infrequently

mystery shopping benefits

- provides feedback from a customer's perspective - gives feedback about staff performance - monitors facility conditions as seen by the customer -serves as an employee motivational tool - benchmark competitors - identify training needs - improved customer retention

steps to conducting ethnographic research

1. find participants, then the observation process can begin. research begins w systematic observation and inquiry 2. analyze and interpret all of the data collected to find themes and patterns of meaning

4 approaches to observation research

1. natural vs contrived situations 2. open vs disguised observation 3. human vs machine observation 4. direct vs indirect observation

two conditions must be met before most types of observation can be successfully used

1. the needed info must be either observable or inferable from behavior that is observable 2. the behavior of interest for some types of observation must be of relatively short duration

Advantages of VR and AR for research

1. virtual store duplicates the distracting clutter of an actual market 2. researchers can set up and alter the tests very quickly 3. production costs are low bc displays are created electronically

GSR and eye-tracking

GSR: a change in the electric resistance of the skin associated with activation responses eye-tracking: used to precisely measure what someone is looking at (an infared light is directed into the eye) - eye tracking can document: visibility, engagement, viewing patterns/communication hierarchy

Symphony IRI Consumer Network

a continuous household purchase panel that received purchasing data from the NCP - households are recruited and given incentives to record all of their UPC-based purchases, w a handheld in-home scanning device

code readers

a meter placed near TVs in a panel member's home and pickup an inaudible signal from the TV

Portable people meter (PPM)

a wearable device that tracks consumers exposure to media and entertainment including broadcast, cable, and satellite TV, online radio, cinema advertising, and many digital media

Online Tracking

another form of observation research - traditional internet tracking is via cookies - "3rd party cookies" - When users frequently switch between, say, a desktop and mobile device, they are referred to as digitally agnostic

Observation situations: machines watching people

cameras record consumers selecting frozen dinner

natural vs contrived situations

counting how many people enter Walmart store during certain hours - observer plays no role in the behavior of interest (other extreme) recruiting people to do their shopping in a simulated supermarket using AI - allows researcher to control extraneous variables that might have an impact on a person's behavior or the interpretation of that behavior - primary disadvantage of AI is that it's artificial, and the observed behavior may be different from what would occur in the real-world

implicit tools to understand behavior

examine biological responses and researchers then infer the psychological factors that lead to behavior EEG MRI EKG heart monitors eye tracking GSR

human vs machine observers

machines can do the job for cheaper, more accurately, or more readily example: a traffic counting machine

local people meter

meter that measures viewing behavior and viewer demographics

set meters

meters that are connected to all TVs in the house

machine observation

neuromarketing galvanic skin response (GSR) eye tracking gender and age recognition systems in-store tracking tv and video audience measurement and tracking

direct observation

observation of current behavior or artifacts

indirect observation

observation of past behavior - using pictures or example of going through someones garbage to analyze their household consumption

Observation situations: people watching phenomena

observers at an intersection count vehicles moving in various directions to establish theist corner to build a drive through restaurant

Observation situations: people watching people

observers in supermarkets watch consumers select frozen dinner to see how much comparison-shopping people do at the point of purchase

digital fingerprinting

occurs when sites force your browser to give up technical info about your computer. this digital fingerprint can be used to track your online behavior

In-store tracking

security cameras used to track shopper behavior (done by running video feeds through software) - can tell when a brand is picked up but not placed into the shopping cart 4 standard methods: 1. wifi 2. mobile apps 3. cameras 4. passive network

Observation situations: machines watching phenomena

software programs record people navigating the Internet

Gender and age recognition systems

technology developed to recognize gender and appropriate age of consumers - can count passerbys - can be placed in malls or other heavily trafficked public areas

one-way mirror observations

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

triangulation

the process of checking findings against what other people say and against similar research already concluded

Disguised observation

the process of monitoring people who do not know they're being watched - one-way mirror is common

open observation

the process of monitoring people who know they're being watched - if people know they're being observed, they may behave different - the appearance and behavior of the observer offer potential for bias

neuromarketing

the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli - usually brain patterns are measured by an EEG - biometrics: physiological measures include blood pressure, heart rate, and sweating

ethnographic research

the study of human behavior in its natural context - ethnographers directly observe the population they're studying (Pantene shampoo example, one is turned upside down)

observation research

the systematic process of recording patterns of occurrences of behaviors without normally questioning or communicating with the people involved (mystery shopping is an exception)

mystery shoppers

used to gather observational data about a store and to collect data about customer-employee interactions - classified as an observational marketing research method - gives managers nearly instant feedback on employee performance

Social Media tracking

•Awario: is a powerful social media monitoring tool that provides advanced targeting options to track mentions, keyword phrases, and competitor mentions •Sendible: is an all-in-one social media management tool •BuzzSumo: is a tool to help find out what topics are being shared •Pinterest: Analytics can tell a marketer: which pin is seen the most; how many saves your pins are receiving; and how many clicks back to your website you are receiving from each of your top pins •Twitter Analytics give a firm or person insight about their tweets and how they resonate with their Twitter audience •Google Analytics can provide insights on traffic from social media