Presentation from the workshop with

1. Tracking real consumer
experiences
Prepared for London in Prague, April 5th 2012
By Fiona Blades, MESH Planning
© MESH Planning 2011 | The Experience Agency | www.meshplanning.com

2. Why is understanding
experiences important?

3. 1838 Half the money I spend
on advertising is
wasted; the trouble is I
don't know which half.
John Wanamaker

4. 2006
18% 23%

5. Experiences build brands
"People build
brands as birds
build nests, from
scraps and straws
we chance upon."
Jeremy Bullmore

6. Understanding the experiences driving
consideration
…but we need to know
Historically Brand Tracking
which pieces of
analytics identify which
marketing activity
brand image attributes
specifically drive
drive Consideration…
Consideration and Sales
Sales
Consideration
Brand Image
Experience

7. It’s almost impossible to recall emotion
"Because emotions are transient and rapidly changing, the
acquisition of accurate data about them is completely beyond
the scope of retrospective methods.
Not only does the Experience Tracker approach get closer to
the truth of real people's lives, it empowers participants to
express themselves freely by making them responsible
members of the research team.”
Dr Andy Wells, psychologist, LSE
www.meshplanning.com | 8

8. The flaws with recall
Decay Reconstruction Interruption

9. Tracking real consumer
experiences
Prepared for London in Prague, April 5th 2012
By Fiona Blades, MESH Planning
© MESH Planning 2011 | The Experience Agency | www.meshplanning.com

10. Some of the challenges we get from clients
2. Measuring TV isn’t
enough, I need a 360 3. We need an ‘early
evaluation to see how read’ on campaigns to
each marketing element avoid wasting money
is working 1. Our brand tracking
measures get used in
documents but don’t
drive decision-
4. I need a ‘deep dive’ making 5. With budgets being
into how people are tight, I need research
connecting with my that delivers twice
brand and category to the value for half
see what’s really going 6. I’m looking for a the cost
on flexible approach
that I can tap into to
address needs as they
arise
Experience Tracking delivers fast, relevant, actionable insight

11. It opens up new ways to tackle today’s issues
• Launching a new product is expensive. How can we give it the best
chance of success?
• With new investment in digital, are we spending this wisely?
• Our shopper team is looking at cross category solutions. How do we
work out what to develop and how to evaluate them?
• Our gut feel is that experiential activity works better. How can
we know?
• Market mix modelling takes ages and needs lots of data. How can I get a
quick understanding of which channels to invest in?
• I can’t wait months to understand how my campaign is working. I need
to know really quickly.

12. Surprising insights that are
unearthed through Experience
Tracking

13. Which TV ad has received the most
positive response?
Very Positive
Fairly Positive
Neutral
Fairly Negative
Very Negative

14. An alcohol brand on price promotion in
supermarket ads
Need to
separate
trade from
brand
advertising

15. Why has the smallest mobile network, 3,
highest Experience Share in October 2007?
3 has highest
Experience Share
around the end of
Vodafone takes lead October but is up
with O2 and Vodafone O2 picks up
on Experience Share
throughout fieldwork Experience Share
during Grand Prix
lead towards the
end of fieldwork –
iPhone launch
35%
30%
25%
20%
3
15% O2
Vodafone
10%
5%
0%
17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 01 02 03 04 05 06
Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Nov Nov Nov Nov Nov Nov

16. It has lots of buzz!
3 Touchpoints
200 189
180 164
160
135
140
120
100 87 87
80 68
60 51
37
40 28 23 25
20 1 5 2 7
0
October 12th – November 8th 2007

17. Stimulated by major innovation…
Innovation through mobile “Skype on a 3
broadband and Skype contract - sounds
great.”
3, In the News, Very
Positive
“This was the second 3 ad in the
edition of the Metro I was
reading on the train travelling
to work. It was the first time I
had seen Skype for a mobile
phone. It raised my attention.
Black and white ad, not very
bright.”
3, Newspaper, Fairly positive

18. That triggers negative conversations
too…
3 - feeling by touchpoint
100%
2%
9% 3% 11%
7% 10%
75% 34%
30% 14%
38% 30% 30%
38%
50%
25%
11% 55%
25% 52% 46% 46%
42% 11% 35% 32%
15%
0% -7% -6%
-11% -14% -7% -2% -11%
-5% -15% -21%
-3% -2% -1% -3%
-25% -57% -7%
TV ad Online ads Newspaper Conversation Poster Magazine ad Website In store
ad
-50%
-75%

19. Particularly from older women on
Vodafone…
Positive conversations Negative conversations
about 3 (40) about 3 (120)
>65
36-45 46-55 56-65
4% 6% 3
15% 18% 3
56-65
36% 26%
Male
8% 28% O2
Male
58% 25%
23% O2
13% Orange
23%
26-35 36-45 46-55
26-35
25% 30% Orange 11% 19% T-Mobile
Female
64% 4% Virgin
18%
Female
43% 13% T-Mobile
30%
16-25
Virgin 29% Vodafone
16-25
5%
Vodafone 18%
8%
3% Other
Young males on Older women on
Orange O2 and Vodafone

20. BIG Impact on Brand Equity
Mean Favourability Score
Positive Conversation Pre 6.5 – Post 7.3
Pre 4.3 – Post 3.6
Negative Conversation

21. Why is tracking experiences important?
• Helps us to guide brands better
• Overcomes the issues with recall
• Allows us to capture emotion
• Answers new questions relevant to today
• Generates surprising insights

22. Capturing experiences in
real time:
How it’s done, now and in the future

23. The Core Approach – MESH’s Experience Tracker
Online Real-time Online

24. Understands where people begin…
Online
10 8 out
9 7 out of 10
8 of 10 6 out
7 of 10 5 out
6 of 10
5
4
3
2
1
0
Consideration Likeability Innovative Familiarity

25. …and then captures their everyday experiences with
brands
Real-time Online
Onlin
e

26. BRAND: A)Xbox B)PlayStation
Text us whenever C)Nintendo D)Electronic Arts (EA)
E)Activision F)Capcom
OCCASION: A)TV B)Pub TV C)TV
you see, hear or Online D)Games Console
E)Poster/Billboard F)Newspaper
G)Magazine H)Online/Social Media
experience Radio J)Conversation
K)Mailing/Leaflet L)Cinema
M)Other
anything to do FEELING: 5)Very positive 4)Fairly
positive 3)Neutral 2)Fairly negative
1)Very Negative
with the following CHOICE: 5)Much more likely to
choose 4)Slightly more likely to
brands… choose 3)No difference 2)Slightly
less likely to choose 1) Much less
likely to choose

27. Where did you experience it?
Which brand was it? CHOICE:
How did it make you feel?
5) Much more likely to choose
How likely did it make you
to choose the brand next 4) Slightly more likely to choose
time? 3) No change
BRAND: 2) Slightly less likely to choose
a) Xbox 1) Much less likely to choose
b) PlayStation OCCASION:
c) Nintendo a) TV
d) Electronic Arts (EA) b) Pub TV
e) Activision c) TV Online
f) Sega d) Games Console
ac45
e) Poster/Billboard
ENGAGEMENT:
f) Newspaper
5) Very positive
g) Magazine
4) Fairly positive
h) Online
3) Neutral
i) Radio
2) Fairly negative
j) Conversation
1) Very negative
k) Mailing/Leaflet

28. They respond with a
simple text to tell us about
their experiences with the
brands. Not just
advertising, but any
encounter.

29. Completing the Online Diary
Wednesday, 7th March 2012, 11:54
Wednesday 7th March 2012, 11:54 Xbox
TV Online
TV
Wednesday 7th March 2012, 10:22 Online TV service did you use?
Which Pub TV
Netflix
TV Online
Poster/Billboard
Very Positive
Online/Social Media
Newspaper
Much more likely to choose
Tuesday 6th March 2012, 18:46 Magazine
Xbox
TV Online
Advert for the Kinect on Xbox.
Netflix
Looked great! TV service did you use?
Which Online
Tuesday 6th March 2012, 13:05 Very Positive
please select Much more likely to choose
Advert for the Kinect on Advert for the Kinect on Xbox.
Tuesday 6th March 2012, 08:38
Xbox. Looked great! Looked great!

30. How has opinion changed after experiences?
Real-time Online
Onlin
e

31. How has opinion changed after experiences?
+3 -2 No +1
shift shift shift shift
10 out
of 10 Online
10 8 out
9 of 10
8
7 6 out
6 of 10
5
4 4 out
3 of 10
2
1
0
Consideratio
Likeability Innovative Familiarity
n

32. The latest innovations
Real-time Online
Onlin
e

33. The latest innovations
ACTIVE EXPERIENCES
Real-time Online
Onlin
e
Digital Audio Photo
Forensic Forensic Forensic
s s s
PASSIVE EXPERIENCES

34. Digital Forensics gets us closer to the more
passive exposures, and their impact
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ads are recognised and
converted into measurable

35. Audio Forensics picks up the audio signature of a TV or
Radio ad through a smart phone app

36. App detects sound
patterns in the
background
Ad exposures not
actively reported by
SMS are picked up
passively

37. Soundwaves matched against pre-configured
patterns, giving us another layer of passive exposure
CONFIRMED
EXPOSURE

38. Photo forensics delivers exposures to outdoor as
people go about their day
Outdoor ads not recorded by Image recognition
participants are picked up software picks out key
passively using converted information for further

39. Capturing experiences in real time
Now Future
• Via text – greatest • Via app – greater
availability functionality
• Relies on active • Will pick up passive
participation experiences
• Recruited via panel or • Customer groups
F2F