Mobile Research - Stepping Ahead

everythingeverywhere

Mobile Research - Stepping AheadSimon Wainwright

Senior Insight Manager, EEFiona Blades

Chief Experience Officer – MESH


T-Mobile Milestones…from the early days of One2One firstfor Picture Messaging & SMS, before becoming T-Mobile


Through to the launch of Data, Flext, Networksharing with 3, Android and the JV with Orange…


Brand Tracking at T-Mobile followed a traditionalroute pre 2010…

Objective: Understand Brand Health and the impact from Comms

Pre 2009: Brand & Ad Tracking combined

2009+: Removed Ad Tracking,Track Brand Health only(But Ads still pre-tested)

But issues with linking the two:•TV Over-claim•The assumption that nothing else drives Brand Health


And every month felt like information overload…


Leaving us with tough decisions to make each month…


Which customers• New or Existing?

• Which market• PAYM or PAYG?

• Which Metric• & How often?

KPI setting & measurement = too many cooks…


In 2010 we set Quarterly objectives…

TWO lead measures ONLY• Brand Consideration• VFM

Use relative position vs. the market• Challenger position means we

need to keep track of the market• Accounts for Market Dynamics:

Not ATL, you’re forgotten

Business focussed on these• We needed to understand how

best to monitor these and provideclear direction on performance


Hence a new approach was required for how webridge the gap between Brand Health & Comms

Our Challenges:

1. Equip us with richer insights tohelp us understand campaignimpacts and actions to take

2. Help us understand campaigncut-through & wear-out bymedia

3. Provide a measure of emotionaland functional performance forour communications• Demonstrate the impact on

brand health

Over-arching:Stop the reactive fire-fighting we’ve adopted when following traditional brand tracking


Brand Tracking at T-Mobile has evolved…

Objective: Understand Brand Health and the impact from Comms

Pre 2009: Brand & Ad Tracking combined

2009+: Removed Ad Tracking,Track Brand Health only(But Ads still pre-tested)

2010+: Brand Health TrackingSeparate Pre-TestingExperience Tracking - 360 campaign evaluation


Introducing Experience Tracking


The Experience Tracking Approach

Participants text the brandsand experiences theycome across during theirweek in field. We agree thebrand and experiencestogether.

Every other dayparticipants are requiredto visit their SMS diaryto embellish theexperiences they havealready texted about.

Current Brand Experience

After 7 days of texting and a final visit to thediary participants complete a Future BrandDirection questionnaire before exiting thesurvey. This is a good place to look intospecific ad recall and diagnostics in moredetail.

Future Brand Direction

Participants complete a Legacy BrandHealth questionnaire in advance ofstarting the real-time texting process.This contains the usual trackingmeasures plus other metrics.

Legacy Brand Health

Traditional trackingstops here…ExperienceTracking startshere…


Text us whenever you see, hearor experience anything to dowith the following mobilenetwork providers…

Texting framework

CHOICE:

5) Much more likely to choose

4) Slightly more likely to choose

3) No change

2) Slightly less likely to choose

1) Much less likely to choose

BRAND:

a) 3 Mobile

b) O2

c) Orange

d) Tesco

e) T-Mobile

f) Virgin

g) Vodafone

OCCASION:

a) TV

b) Poster/Billboard

c) Radio

d) Conversation

e) Cinema

f) Newspaper

g) Magazine

h) In Store

i) At an event

j) Online

k) SMS

l) Mail/Leaflet

m) Call centre

n) Shop window

o) Other

FEELING:

5) Very positive

4) Fairly positive

3) Neutral

2) Fairly negative

1) Very negative


The participant receives…

NETWORK_PROVIDER: A) 3-Mobile B) O2 C) Orange D)Tesco Mobile E) T Mobile F)Virgin Mobile G) VodafoneH) Other OCCASION: A) TV B)Poster/billboard C) Radio D)Conversation E) Cinema F)Newspaper G) MagazineH) In store I) At an event J)Online K) SMS L) Mail/leaf. M)Call centre N) Shop window O)Other FEELING: 5)Very positive,4)Fairly positive, 3)Neutral,2)Fairly negative, 1)VeryNegative. CHOICE: 5)Much morelikely, 4)Slightly more likely, 3)Nodifference, 2)Slightly less likely1)Much less likely


The participant experiences…T-Mobile, Newspaper, Very Positive, Much more likely to choose next time

CHOICE:

5) Much more likely to choose

4) Slightly more likely to choose

3) No change

2) Slightly less likely to choose

1) Much less likely to choose

BRAND:

a) 3 Mobile

b) O2

c) Orange

d) Tesco

e) T-Mobile

f) Virgin

g) Vodafone

OCCASION:

a) TV

b) Poster/Billboard

c) Radio

d) Conversation

e) Cinema

f) Newspaper

g) Magazine

h) In Store

i) At an event

j) Online

k) SMS

l) Mail/Leaflet

m) Call centre

n) Shop window

o) Other

FEELING:

5) Very positive

4) Fairly positive

3) Neutral

2) Fairly negative

1) Very negative

e f 55


And complete their diary


Challenge 1:Provide richer insights to help us take decisions


At the end of 2009 and the start of 2010 we experienced adecline in Consideration for Pay-Monthly…

And we very quickly needed to understand if this was going to worsen orbe turned around by the forthcoming campaign…


T-Mobile Feb.10

Future Brand Direction Shift 534

Brand Consideration (T2B)+6%

Emotional connection(T2B)+6%

Momentum (T2B)+3%

Quality (T3B)+5%

MESH data showed key brand health metrics ALL shiftingpositively as a result of the February activity.

= Significant POSITIVE shift in metric score

StatementsIs a brand that Iwould be proud touseA brand I trust morethan othersHas the latesthandsetsHas competitivepricesIs better value formoney than others


This was driven by the new Smartphones for Everyonecampaign launched in Mid Feb

“Seen on Five player online. The advertwith the geese again, the 2nd time

I've seen this. Made more sense seeingit a second time, and good that they

are making smart phonesavailable to everyone. The advert

makes sense now.”

T-Mobile, TV, Ad from network provider, FairlyPositive, Slightly more likely to choose


Uplift in Consideration for PM was the strongest we haveseen in over a year…

Experience Tracking convinced us our performance was likelyto recover…


Challenge 2:Understand Wear-out & Cut through by media


Engagement levels with T-Mobile TV drop significantly by April

TV-D

TV-F

TV-A

-20%

-10%

0%

10%

-15% -10% -5% 0% 5% 10%

Choi

ce T

2B -

Ave

rage

(%)

Positivity T2B - Average (%)

Comparative Performance of T-Mobile TV advertising

Source ;Current Brand Experience Apr n=191, Feb n=269, Dec n=152


In February we saw that ‘Geese’ made the ad interesting towatch. Smartphones communication cut through strongly…

Source ;Current Brand Experience (Text Data 197 comments)


By April, people are starting to get fed up with it

Source ;Current Brand Experience (Text Data 191 comments)


Media placement exacerbated wear-out as ad becomesirritating and people switch off to message

“The 'geese' ad again! It’s not just that it isa patronising ad in the first place but it ison such heavy rotation that it rapidly

becomes extremely irritating.”

T-Mobile, TV. Ad from network provider,Very Negative, Put me off

“A TV ad with geese going throughstreets of London. I have seen it far too

often (in the ad breaks during ipl) and sohaven't really listened to the message

it's trying to tell.”

T-Mobile, TV. Ad from network provider,Fairly Negative, No difference


TV-D

Poster-D

Newspaper-D

Magazine-D

Online-D

TV-F

Poster-F

News-F

Mag-F

Online-F

TV-A

Poster-A

Newspaper-A

Magazine-A

Online-A

-20%

-10%

0%

10%

20%

-20% -15% -10% -5% 0% 5% 10%

Choi

ce T

2B -

Ave

rage

(%)

Positivity T2B - Average (%)

Comparative Performance of T-Mobile Touchpoints

Source ;Current Brand Experience (Text Data)Apr n=328, Feb n=918, Dec n=795

*Market average has been indexed so that it now equals 0

Whilst TV shows signs of wear-out, Online and Newspaperbecome much more engaging and persuasive


Eye-catching colour, good handsets and goodoffers are attracting attention in print

This advert was in the Sun onTuesday and really caught my

attention. I really liked this advertand the deal on offer and it gave youa lot of variety which I liked. This ad

would definitely make me considerthem in the future.

T-Mobile, Newspaper, Fairly Positive, Slightlymore likely to choose

Eye-catching, picturesymbolizes that this network isfor ''normal'' people, good

variety of handsetsT-Mobile, Newspaper, Fairly Positive,

Slightly more likely to choose


The majority of Online experiences for T-Mobile were throughown ads and own website.

It is the content peoplefind particularly

persuasive

Source ;Current Brand Experience

Base size: 64 texts


As in press, the smartphone ads, particularly Blackberry wereappealing to a range of people

“I was looking at the t-mobilewebsite at their deals for

smartphone and blackberry. Ifound their deals interesting andtheir prices competitive. Theyoffered smartphone/blackberrywhich came with minutes. I amlikely to consider their offers.”T-Mobile, Online. Fairly Positive, Slightly

more likely to choose.

“It was advertising the newblackberry at a good rate”

T-Mobile, Online. Fairly Positive, Slightlymore likely to choose.

Orange customerTesco customer


Challenge 3: Understand the functional and emotional response toWelcome Home – is it effective at driving consideration for TMUK?

Engagement levels with T-MobileTV drop significantly by April


-100.00

-80.00

-60.00

-40.00

-20.00

0.00

20.00

40.00

60.00

80.00

100.00

-100.00 -80.00 -60.00 -40.00 -20.00 0.00 20.00 40.00 60.00 80.00 100.00

Emotive Power

Base = 150-200 mobile phone owners aged 16-50 per ad

Cognitive Power

3min Welcome Home

Pre-Testing gave us some encouraging feedback forEMOTIONAL CONTENT and FUNCTIONAL TAKE-OUT

30s WH BR TV

30s WH DR TV

20s WH Passenger

20s WH Welcome


Pre-testing also suggested that BRAND MOMENTUM andCONSIDERATION were moving in the right direction…

Uplifts vs control (NB small sample sizes) T-Mobile customers Non-TM customers Parents Non-parents

‘On the up’ +14% +17% +16% +16%

‘Stands out from others’ -8% +17% +9% +17%

Consider T-Mobile -11% +9% +7% +3%

Favourable towards TM -10% +6% -6% +9%

And from non-customers


Welcome Home contributes towards T-Mobile’s best-in-class engagement performance.

Source: Current Brand Experience (Text Data) n for Welcome Home (25th Oct to 26th Nov) = 4231 / Market average: 45% (Positivity); 40% (Choice)

Significant shifts in Momentum, Quality, Value for Money with high Reach andgood quality experiences.

20

25

30

35

40

45

50

55

60

30 35 40 45 50 55 60

Brand Experience Map - Welcome Home (25th October to 26th November)

Orange O2 Vodafone T Mobile Virgin 3 Tesco Other

Cho

ice

T2B

%

Positivity T2B %


30

35

40

45

50

55

60

65

70

35 40 45 50 55 60 65 70 75 80

T-Mobile Channel Profile Against Market- Welcome Home(25th October to 26th November)

TV Poster/billboard Conversation Newspaper Magazine Online Shop window

Cho

ice

T2B

%

Positivity T2B %

Welcome Home’s high profile TV reach is reflected in the channel’sperformance, with indications it translated into positive and persuasivechatter about T-Mobile

Source: Current Brand Experience (Text Data) n for Welcome Home (25th Oct to 26th Nov) = 3928/ Market average: 45% (Positivity); 40% (Choice)

* Low base (20-29)

*

*


As intended, the TV ad is not only engaging but persuasivetoo

“Tremendous Advert. Hadeverything that should tempt

consumers to seek out new dealswith T-Mobile”

T-Mobile, TV, Ad from network provider, Both,Very positive, Much more likely to choose

“Quite possibly the best TVadvert ever. This is the oneset in the airport. It catchesyour attention every time.

Fantastic advert by t-mobile.Seen on Channel 4”

T-Mobile, TV, Ad from network provider,Consumers, Very positive, Much more

likely to choose


And is being spread well virally through YouTube andFacebook

“Showed the latest t-mobile viralcommercial to my parents who

thought it was incredible”

T-Mobile, Online, Viral Video on VideoSharing site e.g. You Tube, Very positive,

Much more likely to choose

“T-Mobile Welcome back advertlinked from a friend's facebook page.

I clicked and watched the videoon youtube - good video”

T-Mobile, Online, Viral Video on Video Sharingsite e.g. You Tube, Very positive, Slightly more

likely to choose


Importantly the TV was well received by non-customers andPAYG

Source: Current Brand Experience (Text Data) n for Welcome Home (25th Oct to 26th Nov) = T-Mob Cust 169, T-Mob non-cust 454, PAYM 255PAYG 365 / Market average: 45% (Positivity); 40% (Choice)

TV Poster/billboard

NewspaperMagazine

OnlineTV

Poster/billboard

Newspaper

Magazine

Online

TV

Poster/billboard

Newspaper

Magazine

Online

TV

Poster/billboard

Newspaper

Magazine

Online

20

25

30

35

40

45

50

55

60

25 30 35 40 45 50 55 60 65 70 75

T-Mobile Channel Profile Against Market- Welcome Home(25th October to 26th November)

T-mob Customers T-mob Non-Customers PAY Monthly Customers PAY Go Customers

Cho

ice

T2B

%

Positivity T2B %


The popularity of T-Mobile amongst non-customers andPAYG shifted positively

Source: Pre and Post questionnaires Welcome Home (25th Oct- 26th Nov)

8%

4%

5%

2%

4%

3%

5%

4%

1%

4%

5%

4%

6%

1%

5%

4%

1%

1%

5%

4%

2%

4%

6%

3%

2%

3%

Is a popular brand

Has good customer service

They treat their customers fairly

Reward their customers

Deal with customers in an open and honest way

Has a reliable network

Is better value for money than others

Has competitive prices

Has the latest handsets

Has straightforward pricing

Is a brand that I would be proud to use

A brand I trust more than others

Acts upon advice f rom its customers

Listens to and takes advice from its customers

Welcome Home Brand Image Shift Pre-Post(Non T-Mobile Customers)

PAYG Customers

Non T-MobileCustomers


WH Performance(As of 17th Jan)

6.6m views on Youtube23,036 ratings from users( 98% positive / 2% negative)

40k Facebook fans

PayG Sales PerformanceDec achieved 99% of targetFrom Mid Dec exceeded weeklytarget by 30%

PayM Sales PerformanceDec achieved 98% of targetsRetail achieved 104% of itstarget


Media scheduling/laydown

How to optimise Creative

When to rotate copy

Experience Tracking helps gives us make moreInsightful Decisions…


Future client challenges360 campaign evaluation

Advanced analyticsLevel of execution

Faster responsePurchase window impact

Calibrating against external dataIntegrated research programmes

Proposition v creative vehicle

Transition from Brand toExperience Tracking

Mobile Research - Stepping Ahead

Business

Transcript of Mobile Research - Stepping Ahead