BAQMaR Conference 2007

2. Intro – The story of ...

8. Intro – Magic Quadrant Content Fun Online Offline

9. Intro – Magic Quadrant Content Fun Online Offline ‘ Content’ posts Job offers BAQMan/BAQMadam Conferences Newsletter Q&A

10. Intro – Magic Quadrant Funny Fridays ‘ Fun’ posts Pictures Content Fun Online Offline ‘ Content’ posts Job offers BAQMan/BAQMadam Conferences Newsletter Q&A

11. Intro – Magic Quadrant BAQMaR AWD Partner in the Spotlight Funny Fridays ‘ Fun’ posts Pictures Content Fun Online Offline ‘ Content’ posts Job offers BAQMan/BAQMadam Conferences Newsletter Q&A

12. Intro – Magic Quadrant BAQMaR AWD Partner in the Spotlight Conference Funny Fridays ‘ Fun’ posts Pictures Content Fun Online Offline ‘ Content’ posts Job offers BAQMan/BAQMadam Conferences Newsletter Q&A

14. Eye Tracking Research Added Value for Traditional Techniques? Ludovic Depoortere, Managing Director Rogil Research Quanti , Quali , Eye-tracking

17. Technology is a gift of God. After the gift of life it is perhaps the greatest of God's gifts. It is the mother of civilizations, of arts and of sciences.” (Freeman Dyson) For a list of all the ways technology has failed to improve the quality of life, please press three. (Alice Kahn) Technology….opportunity or threat? Also for research ?

18. A growing pool of data….. Source: Robert van Ossenbruggen - ProCression ??? ??? ??? ??? ??? Textmining Clickstreaming GPS Blogging RFID Eye Tracking Facial coding … .. … .. … .. STB CATI CAWI Mood boards Desk Research Mystery Shopping CAPI Focus Groups FTF interviews … … … …

19. 550 BILLION Information area & knowledge economy 7,5 Petabyte 1 petabyte = 1000 Terrabyte 1 terrabyte = 1000 gigabyte Number of digital & online available documents

20. Need for techniques to help us with processing this info Information area & knowledge economy 300.000 KM It would reach the moon / equals 7,5 times perimeter Earth 5,7 Million Years to read it all!!!!

21. A problem for us, analysts …. TIME AVAILABLE DATA Available Data Analytical Capacity Executive Capacity Knowledge Gap Execution Gap Source: Gareth Herschel, Research Director, Gartner Inc., Gartner Business Intelligence Summit 2005

27. Influence of learning & experience

28. Stimuli specific factors Person specific factors Eye Movement (attention) Recognition (intensity) ATTENTION MEASUREMENT IMPACT TASK Eye Movement Registration as an added value TIME INTENSITY TRADITIONAL RESEARCH TECHNIQUES QUALITATIVE QUANTITATIVE OBJECTIVE MEASUREMENT OF BEHAVIOUR EYE MOVEMENT REGISTRATION

30. Print Ads

31. Eye Tracking data: male or female ?

32. Would you get this result out a quanti/quali? MEN WOMEN

33. Is this hot spot from female or male viewers?

34. Would you get this result out a quanti/quali? MEN WOMEN

36. After… what we learned out of quanti? n= 131 Not important / Not relevant Doesn’t give new information Unpleasant Incredible Ordinary / Banal Difficult to understand Doesn’t invite to buy the product Aimed at women Important / relevant Gives new information Pleasant Credible Distinguishing Clear / easy to understand Invites to buy the product Aimed at men Top 2 % Bottom 2 % 27% 33% 46% 34% 23% 55% 28% Benchmark top 2% > < > > < < >

39. Reading Pattern 1 4 2 5 6 3

41. Johan, what about the quali ?

43. Web Research

45. Market People Environment & Community Annual report Funding News-headlines

47. SCROLL-LINE

48. 1 3 2 3

50. New site based on combined insights: ENVIRONMENT & HEALTH CLEAR MENU STRUCTURE PEOPLE & PRODUCT

53. Thanks for your attention! Ludovic Depoortere - Wim Hamaekers l.depoortere@rogil.be - w.hamaekers@rogil.be

54. Rogil Research

55. Speed-Company-Dating

56. Geert MARTENS Managing Consultant

58. 4C Consulting | Our services Strategic Insight Intelligence Solutions Process Excellence Business requirements definition Package selection & implementation Post-launch care

59. 4C Consulting | Our clients today

60. Véronique JOUBERT Recruiter

68. Tim DUHAMEL CEO

69. Online research Online research Team work Team work Team work INTERNATIONAL PROJECTS INTERNATIONAL PROJECTS Learning Learning Excellence Excellence Online research Online research Team work Team work Team work INTERNATIONAL PROJECTS INTERNATIONAL PROJECTS Learning Learning Excellence Excellence Curious? Quantitative research consultant Qualitative research consultant http://jobs.insites.eu

70. Wouter BUCKINX Partner

73. Python Predictions

74. Wim HAMAEKERS Research Director

75. ROGIL Full Service, specialised in Sensory Research

77. FIELD COORDINATOR LABO ASSISTENT SENIOR PROJECT MANAGER JOIN ROGIL NOW !

78. Lieve GOEDHUYS Academic Program Manager

80. SAS

81. Pierre-Antoine Dejace Account Manager

82. SOLIDPartners Performance Management Business Intelligence DataWarehouse 1300+ Consultants International Coverage Leader on the market Independent Player Who are we ?

83. SOLIDPartners Services portfolio

86. Jeroen VAN GODTSENHOVEN Account Manager

88. Break

89. A hybrid approach to analyzing open-ended questions Annelies Verhaeghe, R&D Consultant InSites Consulting Quanti , Textmining , Research 2.0

90. The traditional way of postcoding open-ended questions

91. The traditional way of postcoding open-ended questions = counts/total sample = counts/ # respondents that mentioned a like = counts/ # likes mentioned Likes Counts % of cases % net sample % total sample Coffee taste 21 11% 19% 12% Cooled drink 43 23% 38% 24% Attractive packaging 31 16% 28% 17% Easy to store/take away 19 10% 17% 11% Mocca taste 8 4% 7% 4% Softness 1 1% 1% 1% Ready to eat 7 4% 6% 4% Good volume 9 5% 8% 5% Nice colours 11 6% 10% 6% Foam layer 6 3% 5% 3% Douwe Egberts 10 5% 9% 6% Energy drink 5 3% 4% 3% Original 5 3% 4% 3% Good name 4 2% 4% 2% Makes curious 6 3% 5% 3% Relaxing 0 0% 0% 0% Alternative for pep drink 3 2% 3% 2% Total 189 100% Total respondents 179 Mentioned at least one like 112 Did not mention a like 67 Total likes 189

94. Text mining (STAFS) Extracting Categorization

95. Web 2.0 OLD MEDIA LOSES WE ARE THE MEDIA & CONTENT CITIZEN JOURNALISM

96. Connected Research Learn from the consumer Learn from consumer interactions consumer consumer company Online research 2.0 Traditional research consumer consumer company

97. Online delphi methodology

98. Online delphi methodology

99. Online delphi methodology

100. Online delphi methodology

101. Online delphi & web 2.0 Involve your consumer in your analysis Learn from the interactions of consumers

103. Results Textmining 130 Online delphi 130 Manual postcoding 130

104. Results Manual postcoding Online delphi Textmining Energy drink coffee taste cooled drink Attractive packaging Easy to store / take away Mocca taste Softness Ready to eat Good volume Nice colours Foam layer Douwe Egberts Innovative Good name Makes me curious Relaxing Alternative for energy 17 different core ideas Average # ideas / person: 1.44 Range # ideas / person: 0-5 # categories per verbatim 228 different core ideas Average # ideas / person: 2.37 Range # ideas / person: 1-5 201 different core ideas Automatic extraction of core ideas product idea not much boost taste not classic boost solution option presentation plastic corny asset coffee everywhere

105. Results 14 Manual postcoding Online delphi Textmining Energy drink coffee taste cooled drink Attractive packaging Easy to store / take away Mocca taste Softness Ready to eat Good volume Nice colours Foam layer Douwe Egberts Innovative Good name Makes me curious Relaxing Alternative for energy # categories per verbatim 17 Cooled drink With coffee taste Attractive packaging Tasty Brand Nice colors Take away Energy boost Take away/longer conservation time Looks nice Can 200 ml Good volume serve cool Softness Practical packaging Mocca taste Ideal for the summer Refreshment Innovative idea Security Strong taste New Variant on warm drink Foam layer Longer conservation time Good name Ready to eat Creamy Makes me curious Original Nice Great idea Alternative for energy drink Easy to store Packaging Practical Relaxing drink 25 Automatic extraction of core ideas Cooled drink Tasty With coffee taste Attractive packaging Take away Can Innovative idea Strong taste Energy boost Variant on warm drink Great idea Take away/longer conservation time Nice colors Mocca taste Good name

106. Results Data for dutch likes Manual postcoding Online delphi Textmining

107. The challengers And there is more....

108. Online delphi: inspiration effect Initial no idea: N = 62 No idea after inspiration: N=5

110. Textmining: Finding connections

112. Both methodologies: crossing invalid convenience volume energy drink foam layer brand nice colours nice name can cofee taste nice packaging cooled drink appeal summer 18 -24 jaar 25- 34 jaar 35- 44 jaar 45 -54 jaar 55- 64 jaar

116. InSites Consulting

117. Market Research & Data Mining Pascal Mignolet, International Market Research Manager Sara Lee Coffee & Tea Datamining , Quanti

124. Market Research versus Data mining 1999

128. Market Research and Data mining 2001

134. Data Mining within Market Research 2005

141. Example: Sales modeling (= enriching Nielsen Retail panel data by ad hoc analysis) 1 2 3 Which variables have a significant influence on sales? How do these variables contribute in terms of value/volume? How can changes in these variables improve results?

142. Example: Sales modeling (= enriching Nielsen Retail panel data by ad hoc analysis) Sales 1 2 3 Which variables have a significant influence on sales? How do these variables contribute in terms of value/volume? How can changes in these variables improve results? Input Mass Media Advertising Sponsoring Leaflets Promotion – 1-,2-,3-,4-,5- pack Price (offer/normal) Price lag Distribution New SKUs Competitors Advertising Competitors Pricing Competitors Distribution Seasonality Calendar – X-mas, Easter, Summer etc. Monthly salary payments Temperature Int. Coffee Price/Dollar Retail Change- & Offer combination Sales in volume

143. Output example Decomposition of Merrilds sales 2006 Factor B 22% Factor A 10% Brand Equity 50% Factor D 10,9% Factor E 2,4% Factor F 3,5% Factor C 2%

144. Conclusions

146. THANK YOU!

147. Sara Lee Coffee & Tea

149. Closing – Magic Quadrant 2008 Funny Fridays ‘ Fun’ posts BAQMaR AWD Partner in the Spotlight BAQMaR conference Workshops Pictures Content Fun Online Offline ‘ Content’ posts Job offers BAQMan/BAQMadam Conferences Newsletter Q&A

152. Closing – Thank you