At the Marketing Research and Intelligence Association's (MRIA) 2017 Conference, Delvinia EVP Raj Manocha and Millward Brown SVP Paul Gareau, shared insights from a recent mobile geo-fencing research study designed to gain real-time feedback from shoppers as close to the consumer experience as possible.

1. Mobile Geo-Fencing and Real-Time Engagement
2017 MRIA Conference
Paul Gareau, Kantar Millward Brown
Raj Manocha, AskingCanadians

2. EMILY LYONS
“Why experiential marketing will rule 2017,” HUFFINGTON POST CANADA, March 21, 2017
I argue the most effective marketing
channel in 2017 - is experiential
marketing
2

3. Business Challenge
3
How to measure the impact of
experiential marketing on brand
attitudes and shopping behaviour as
soon after the experience as possible
in order to capture more accurate
recall of what consumers actually
saw and did in store?

4. How did we approach the challenge?
4
1.
Recruit
shoppers
2.
Recruits
download the
app
3.
Recruit goes
shopping
4.
Recruited
shopper asked to
complete the
survey

5. Benefits of real-time engagement research
5
Data collection at
the point of
experience,
increasing
accuracy
Does not disrupt
the consumer
during their
shopping
journey
21

6. 6
• Geo-fenced locations are entered into
the app’s administration
• As a panellist recruit enters one of
the defined areas the app displays an
alert to participate in a short survey
• The alert contains a direct link to the
web-based survey
Building the experience

7. How we engaged respondents
7
• AskingCanadians loyalty-based panel
creates a strong response
• Real-time survey experience fits
better into respondents’ daily lives
• Time considerations included app
download, travel to location, and
survey completion
• Incentive worked out to $15

8. 8
• Collect and apply longitude and latitude
data points for each store location
• Customer service standing by to help
respondents as needed
• For location ID issues, user provides
proof of location via a geo-tagged
photo
• Create the right “window” for survey
completion
Best Practices

9. 9
• Not all recruits will engage… even if they
go to the store
• As more real-time surveys are deployed,
response rate will go up
• 1 in 4 recruits did complete the survey
• Understand the specificity of the “ask”
• Be cautious with timelines
Let’s get real…

10. Results #1: Recall levels for experiential marketing were quite good
10
20%
Recall seeing
the client’s
sampling
stations
26%
Recall seeing
the client’s
promo
packaging
42%
Recall seeing a
sampling station
in the grocery
store

11. Results #2: Looking at the relationship between what shoppers
intended to buy and what they actually purchased
11
Brands Purchased While Shopping (Post-shopping Trip Survey)
Brands Likely
To Consider
Purchasing
(Recruitment
Survey)
2Logit Transformed r = 0.70; r = 0.84
Brand 9
Client’s brand involved
in the experiential
marketing campaign.
Client’s brand
converted from intent-
to-purchase at a better
rate than the rest of the
category, proving the
effectiveness of the
experiential marketing.
Brand 1
Brand 2
Brand 3 Brand 4
Brand 5
Brand 6 Brand 7
Brand 8
Brand 10

12. Lessons Learned
12
1) Cost-effective way to collect consumer data from the
retail environment without needing store permissions,
which are becoming increasingly difficult.
2) Respondents highly enjoyed the data collection method.
91% post-survey satisfaction.
3) Need minimum 5-day recruitment window.
4) Given how geographically-specific this type of research
is, a multi-day fielding window is necessary to ensure
maximum response rates.
5) The findings from the research demonstrated the success
of the sampling program.
 These results gave the client confidence to continue
the sampling program in 2017.

13. Quote from the client
13
“At Kellogg’s Canada, we’re always looking for new and
innovative ways to understand shopper behaviour. One area
we’ve recently started exploring is effectiveness of in-store
touchpoints. These can be hard to measure because shopper
recall fades quickly, and retailer constraints make in-store
research a challenge to execute. Paul embraced this challenge,
and developed an innovative technique to help us understand
the shopper in ways we had not explored before. Results were
used to influence key internal stakeholders and drive
investment decisions for future programs.”
Joe Amati
Associate Director, Insights and Planning
Kellogg’s Canada

14. Other approaches to real-time engagement research
14
Passive mobile tracking In-store beacons
Voice assistants
Messaging bots

15. 15
Corby Journal

16. 16
Coca-Cola Journal

17. Questions?
17

18. Contact Information
18
Paul Gareau
SVP, Client Management
Kantar Millward Brown
paul.gareau@millwardbrown.com
Raj Manocha
Executive Vice President
Delvinia
rmanocha@delvinia.com