Tag:  digital

Five behavioral research postulates to keep in mind for a successful e-commerce strategy

Posted on by sandra

E-commerce is now an essential part of every consumer’s shopping habits. Online and offline shopping experiences are more intertwined than ever before, and as we discussed in the most recent Deep Dive episode with Morana Kristek (New Business Development Director at EyeSee) and Rebecca Lacerda (client-end e-commerce thought leader), a holistic approach to shopper behavior is critical to planning both online and offline shopping experiences.   

To make some kind of system in such a branched shopper movement and try to be as predictive as possible, keep these five things in mind.  

Map the market  

In an average supermarket that contains around 50k SKUs, consumers spend only 5 seconds per aisle, while EyeSee’s data shows that online shoppers browse the product list page between 15 and 20 seconds searching for the right item. These numbers tell us that competition is fierce and attention spans are challengingly short; every product touch point counts, whether it is in the online or offline world.  So the first thing you want to do is map the market by asking these questions.

Who is this consumer? What are the consumers looking for? What are the relevant players in the segment or industry I’m playing in? Who are my competitors? Which are the platforms that will complement the assortment that I’m offering or the service or experience that I’m offering through my platform? And then, how are those players positioned in terms of pricing, brand positioning, brand potential, et cetera?  You may not have all of the answers right away, but as you begin to research the market, answers will emerge one question at a time.   

Never lose sight of the bigger picture  

One thing that we should bear in mind is that when we are thinking about online and in-store consumers, we are talking about the same people. This whole separation that we do between online and offline as if they were completely separate worlds is not very accurate because nowadays what we have is a hybrid experience with a hybrid consumer who many times researches or searches for the product online already knowing that they will buy offline, or the other way around.

   
When we accept an in-context holistic approach can we position our product in the e-commerce market correctly.  Only a few people end up clicking on the ad itself (2%), so do not expect your revenue to increase from ad conversion. The way the ads influence the shoppers is that they subconsciously drive interest in the advertised product, which then gets purchased on its primary position i.e. the list.  However, this does not work for all products and all categories equally. An uplift in brand purchase can be as high as 40% for different categories, but as low as non-existent for others. To find out more about it read our Leverage ads in online shopping: Amazon Fresh behavioral study.

Be present at the key touchpoints  

If we look only at the online consumer movement, we can see that it is far from linear. Passive tracking is the predictability tool you need. It helps to understand not only the consumer’s motion but the keywords of consumer language too.  It answers key questions

  • Which touchpoints are most frequently visited?   
  • What is the typical number of visits?  
  • Where do visitors come from?  
  • Where do they land on the retailer’s website?   

Having these answers means you will be able to wisely direct communication, pick the right product placements, and make the ROI certain. There are four stages of passive tracking set up:  

  • Defining all the keywords relevant to the category of interest  
  • Programming the study and implementing all the relevant keywords   
  • Gaining respondents’ consent to pull their browsing history   
  • Pulling browsing history for the analysis, including any predefined keywords  

It can be applied throughout 30, 60, or 90 days. Along with Eye Tracking, Surveys, and Path to Purchase, buying your product will be the final customer destination, no matter the road they take.  

When a consumers are on your landing page, make sure not to lose them 

Around 70% of e-comm shoppers abandon the cart without completing the purchase, and there are many reasons for that – maybe they just investigated online and will shop offline; maybe they need more time to decide; but it can also happen that the process of checking out is too complicated and not easy to understand, so by fixing it, you directly increase conversion rates. 

Did you know that when shoppers search for a product 49% of them search category name, 17% of them search for category name plus pack type and only 12% of them search for category name plus brand name.  Test the path to purchase shoppers’ behavior.

In EyeSee we track how a person navigates through the live page (so it’s a real behavior, or as close as it can be), and we also expose consumers to some relevant static pages, usually a Product Listing Page (PLP is similar to a shelf in a regular BM store, it’s just much more cluttered and pictures of products are smaller; imagine a PC or mobile screen with a list of hundreds of products that you scroll through) and Product Details Page, but it can be anything else, such as Search Result Page, Add to cart/Checkout process, A+ Premium content (or any Promo content), whatever we think might be relevant to investigate or have indications it might be a bottleneck. On static pages, we want to know where consumers’ attention goes, for how long, and how visible or engaging the products and website elements are. 

When top to bottom isn’t an option, reverse it  

Most commonly, managers choose a top-down approach: to start first with a strategy to identify who our online shoppers are, where they search for our product, and what the drivers are for choosing specific channels, then move to testing shopper behavior and the path to purchase on specific details, and then, in the third level, test tactical marketing assets like ads, packs, banners, standard pack versus hero image, reviews, and checkout. However, sometimes it might be a good idea to take a bottom-up approach. This is the case when you don’t have a firm digital strategy yet but, for example, want to get some quick wins. You want to showcase that digital testing makes sense and that you can have wins in terms of conversions, a smoother consumer journey, and a better consumer experience. So, for example, you can test the Regular Pack versus the hero image pack, and here, you can show your departments and your wider team that the hero image performs significantly better in terms of conversions, sales uplift, and brand uplift. This is an advantage to use to get more backup to do wider-range service and maybe even create a complete digital strategy.  

Find out more about online advertising in the related blog about what makes a good social media test or case study about effective online pack shots.

    Universal Robina x EyeSee: the secret to a successful TikTok campaign  

    Posted on by sandra

    By  Xinyu Tok, Senior Insights Manager.

    In the previous article, we already stressed the strong impact that TikTok has on consumer purchase decisions as well as the reach that sponsored content can have if done properly.    

    The figures speak for themselves:   

    • 71% of TikTok users stop and watch the first three seconds of the video 
    • 56% of each sponsored piece of content is seen on average 
    • 73% of TikTok users like the ads that they see  

     As we explained, we tested 60 ads from 20 brands across markets and industries such as FMCG (Fast Moving Consumer Goods), Beauty, Insurance, Fashion, Technology, Automotive, Retail, etc. TikTok simulations, standalone ads, and surveys were tested among 7280 respondents. All of the respondents were TikTok regulars who had purchased items from some of the categories in the previous six months. You can request the study walk-through at [email protected]

    Universal Robina is a great study example since their FMCG portfolio is impressive, and they turned out to be one of the winners in the game of TikTok. Let us take a closer look at the testing process and the outcomes.

    What works better: native versus heavily branded approach

    When it comes to ad style, brands typically choose between two options. They either create a single video and distribute it across all platforms, even though each platform has its own set of rules, or they assume that the native approach will win. Of course, creating a single video for multiple platforms is more cost-effective, but the native approach yields better results on a specific platform. However, both of those theories have their ups and downs, and the key is to test them, preferably in a simulated digital environment. By using natural and unforced exposure of the stimuli in an environment as close to reality as possible, we get an objective and accurate insight into the actual ad visibility.  

    In the TikTok simulation, respondents saw three videos: an advertisement for Great Taste, Cloud Nine, and Jack’n’Jill. We also consider the focus (time spent on the screen), retention (percentage of people who watched the video), and stopping power (percentage of people who stopped to watch the video) of tested ads.  

    Great Taste and Cloud Nine ads performed better than Jack’n’Jill in terms of focus, with 8.6s vs 7s; however, because Jack’N’Jill used a more native organic approach, it performed better in terms of retention and stopping power. (77% vs 57% and 86% vs 74%).

    But does this necessarily imply that Jack’N’Jill performed better in terms of brand visibility? Not necessarily. With the organic approach, there is always the risk that the video will be insufficiently informative and that the key message will be missed.

    What prompts TikTokers to recall brands more?  

    It is important to note that not only are all three tested stimuli different in style, but they also place the product in a different place in the timeline. Great Taste and Cloud Nine commercials have great dynamics and upbeat music, and the Jack’N’Jill approach is more raw and native; however, both approaches scored good brand recall, with only 2% of the difference in favor of Jack’N’Jill (74% vs. 72%).   The key finding, however, is that watching the entire video increases brand recall by 35% compared to viewing only half of it. 

    Key findings  

    Universal Robina ads performed extremely well, so one of the key takeaways is that they should maintain TikTok content style while also maintaining their core brand attributes. They succeed in keeping users’ attention by using upbeat music and video dynamics, and they get their message across.

    Oversimplification of the video should therefore be avoided. Because user attention is difficult to maintain, quick changes of scenery rather than just one setting are preferable. And, as previously stated, a native approach is not without risks, so whether it is appropriate for your brand depends on the strategy and campaign goals.

    However, to see the full results of the Universal Robina study and to learn more about post-pandemic shoppers, watch the video below. There you will find the full presentation that debuted at the Asia Research Breakfast, which we were fortunate to attend as guest speakers. Also, don’t forget to acquire the whole study walk-through at [email protected]

    Interested in reading more about global TikTok study? Click here.

      Tap into hidden potential with new TikTok creative insights

      Posted on by sandra

      TikTok is an undeniably influential social media platform with significant untapped potential for sponsored content. Following the pandemic, our habit of using TikTok remained strong. The app enjoys one of the highest user retention rates globally. An incredible 81% of users say TikTok videos influenced their recent purchases. That is why it is becoming increasingly important for brands to understand how to create effective ads that resonate with their consumers.  

      According to our most recent two-wave global study, we discovered that 71% of TikTok users stop and watch the first three seconds of the video and that 56% of each sponsored content is seen on average. All of this is supported by the fact that the ads are liked by 73% of TikTok users.

      These figures show that sponsored content has every reason to thrive in TikTok’s digital environment. However, brands are still not using their full potential. This study not only invites you to use TikTok to empower your brand, but it also gets deep into what you must keep in mind while doing so. If you are interested in getting an expert walkthrough of the study, write us at [email protected]  

      Methodology

      As previously stated, we tested 60 ads from 20 brands across markets and industries such as FMCG (Fast Moving Consumer Goods), Beauty, Insurance, Fashion, Technology, Automotive, Retail, etc. TikTok simulations, standalone ads, and surveys were tested among 7280 respondents. 


      This research is built on the following key pillars:    

      • Ad stopping power (tested the ads in a simulated TikTok environment that provided us with browsing insights)    
      • Ad retention (tasted by exposing respondents to a simulated TikTok environment)    
      • Ad emotional reach (tasted by exposing respondents to standalone ads and utilizing face coding methodology)    
      • Ad likability (tasted by exposing respondents to standalone ads and utilizing face coding methodology)    
      • Brand recalling (to learn % of respondents who remember seeing the advertised brand when prompted, we used the survey method) 

      The challenge of TikTok advertising

      Why don’t brands use TikTok more? This is the imposing question that arises when we look at the numbers that show the untapped potential. On one hand, we have the answer that for brand managers, it is hard to follow the ROI once they invest in TikTok ads. They are unsure how to follow the path and make a clear connection, or better to say, they are unsure how to follow the path to purchase from the TikTok ad to the shopping cart. 

       On the other hand, even when clarity in that field is gained, the questions of how to approach strategy and what works best remain. There are questions about what will work better – the native approach or strongly branded videos that will also work on other platforms; what is the reach of animation as the dominant style; and is co-branding the way to more followers and engagement or the way to poor brand recollection? 

      This study answers all those questions and beyond. For example, animated video ads, those containing any kind of computer-generated imagery, will improve brand opinion by 23% and increase brand interest by 19%, while elevating the positive emotions about the brand by 20%.  

      However, brands must be careful; there is a chance that they will be seen as less informative than conventional videos if the message and narrative in them are not constructed carefully.  

      The golden rule for unlocking the untapped potential 

      What is great about this report is that it contains a lot of simple facts that must be considered in future ad planning. For example:   

      • If the ad lasts up to 10 seconds, it has a 71% higher chance of being fully viewed.  
      • A video that lasts up to 10 seconds has a 38% higher chance of being liked.  
      • If the brand lasts up to 10 seconds, it has a 15% better chance of being remembered.  

      This is an example of an insight finding that makes a strong recommendation that is universal around the world. However, in this report, there are far more complex recommendations that necessitate a thorough examination of both specific brand values and the TikTok environment. 

      All of this is only the beginning. If you want to learn more, send an email to [email protected] and we will provide you with a video expert walkthrough of the study. Not only will you get the big picture and the future framework for making strategic TikTok ad planning decisions, but you will also be able to formulate specific questions for your specific pain points, which we will gladly assist you with.  

      Request access to

      TikTok creative study findings!

      Eager for more? Read the blog about replicated feeds for authentic behavior here.

        #FollowInsight: Finishing Women’s Month right!

        Posted on by EyeSee Research

        Introducing #FollowInsight – insightful sessions where we will cover all the latest insights brands should know about!

        With many brands still using the traditional gender representation in advertising, the questions of societal change remain –  how are non-traditional gender roles perceived in advertising campaigns? Can they open new doors to social change while still improving brand equity?

        In the light of Women’s History Month, we are looking back into how advertising portrayals of gender roles influence brand perception, viewer’s focus, and implicitly affect consumer purchase behavior – with three impactful insights from our work with Twitter. EyeSee’s Digital Insights Director, Morana Kristek, is tackling the sought-after insights that can help brands drive awareness and avoid advertising errors in the future.

        Here’s a session with three essential insights – but make sure to check out the full study for all the insights:

        Interested in social media in-feed testing? Reach out to us for more details at [email protected]

          The battle for attention: How to retain consumers’ focus in global crisis

          Posted on by EyeSee Research

          Written by Vanja Radic, Facial Coding Team Lead at EyeSee.

          It’s become a given that attention is the scarcest resource that brands are fighting for. While the cost of attention has been rising rapidly and consistently in the past decades, at the same time, the quality of paid attention has been decreasing at an even greater pace. The ever-so-dynamic digital arena – where conversations around global events and polarizing topics happen constantly and quickly – presents a big challenge for brands to truly grasp and hold viewers’ focus. So, how can brands navigate these rocky waters amid major happenings such as the pandemic or war in Ukraine?

          The truth is that relying only on the number of views is simply not an option anymore. Instead of counting mere views, marketers are now compelled to turn to more attention-oriented metrics to accurately measure their past campaigns’ performance, as well as predict the success of future ones – regardless of the content surrounding them. This is where behavioral methodology comes into play by helping brands uncover how viewers interact with the content in a natural environment.

          The price of attention is high

          According to Facebook, only 2.5 seconds are spent viewing each post from a desktop device and even less on mobile. Moreover, EyeSee’s studies have indicated that only 7% percent of people who view a 30-second video post on a timeline actually see the whole video, while about 27% of viewers stay on the post for less than one second. Relying solely on the data that social media platforms offer can be insufficient since real viewer engagement lies in how long they actually watch the video. In summary, a high budget for an ad creative and its promotion is at risk if the creative fails to grab and retain attention, as quantity doesn’t make up for quality. It comes down to this: you can buy a time frame in a clutter of TVCs, and you can boost your social media ads, but what you cannot do is buy people’s attention – you have to earn it.

          That is why it is essential to understand how viewers interact with content in an environment that’s closest to a natural  one. Here, the behavioral methodology makes all the difference. EyeSee’s attention measurement solution provides an easy way to measure a content’s ability to not only attract, but also retain by offering digestible outputs in the form of simple KPIs that point to spaces for improvement. For example, attention KPIs will provide answers to some of the most commonly asked client questions, such as:

          • Is the content attention-grabbing enough from the very beginning?
          • Is it capable of breaking through the clutter?
          • Are there some bigger drops in attention that indicate room for improvement?
          • Which percentage of viewers will actually watch the whole video?
          • What is attention-grabbing for a particular target group?
          • What are the patterns behind successful attention management?

          A clear-cut way to gain these learnings is by testing the content in the right environment. Tools such as simulated social media feeds allow complete control over the testing environment and the possibility to experiment, as well as provide precise insight into how viewers interact with the content – and more importantly, how it can be optimized.

          It takes seconds to make it or break it

          Timing is everything. There are cases in which a lot can be improved with simple editing. The very same material can deliver a much higher ROI if the most attention-grabbing scenes are placed where they should be as, as we like to call them, stumbling stone seconds. Stumbling stone seconds differ from one environment to another. Whereas you’ve got 5 seconds to earn your viewer’s attention on YouTube, other mediums like Facebook, IG, TikTok, and are less forgiving, demanding from creative to arrest attention from the very first second – fortifying the need to test and optimize for every timeline environment.

          So, what makes a show-stopping video? Here are some top and bottom performers’ common characteristics regarding creative’s two main qualities: 1) its ability to break through the clutter and capture attention (stopping power) and 2) its ability to retain the attention (retention rate):

          One of the most common pitfalls advertisers make is not leveraging the very first seconds of the video. Consumers spend less than 2.5 seconds on a piece of content before they continue to scroll or change the channel, so ensuring they are hooked from the get-go is a must. Applying a dose of mystery is definitely one of the ways to accomplish that since it triggers our compulsion for completion. Novelty, contradiction, and immersive experience are also great means of arresting attention. On the other hand, predictability, one-dimensional and overused scripts, especially when combined with overly prominent branding, tend to lose their viewers’ attention at the very beginning.

          However, when it comes to retaining attention, different rules apply: a creative should be easy to follow, entertaining and dynamic with emotional ups and downs. Confusing and monotonous creatives, as well as those that fail to deliver reward for tension built, tend to lose their viewers along the way.

          The steps to success are build-measure-learn

          The need for effective attention management is higher than ever, and the demand is only bound to get higher. Cutting through the clutter has always been one of the greatest challenges in advertising – and with sensitive news such as the war in Ukraine, elections, or the pandemic in the very same environment as your campaigns – it has become an even greater challenge to stand out in the sea of content. Although posts and conversations around these sensitive topics are not something you as a brand can control, EyeSee’s showed that advertising is still safe in the news feed regardless of its adjacency with controversial content.

          And while there are some standard practices when it comes to arresting users’ attention, the only sure way to properly manage your target audience is by pre-testing your creative content. Even the best tricks, when decoded and widely used, can get worn out. The best way to overcome this challenge and find out what works best for your target group is to utilize the right mix of methods that will help you uncover predictive insights into the content’s performance. Regularly measuring the performance of your its attention metrics in an adequate environment, will provide you with insights into creative’s aspects that require improvement and, more importantly, it will allow you to have a great learning strategy in the quest for understanding what resonates best with your target audience in terms of attention management.

          Interested in optimizing online videos to keep the precious attention of the viewers? Reach out to us at [email protected] 

            Riding the wave of change: Building competitive and sustainable products

            Posted on by EyeSee Research

            Sustainability, climate change, and plastic pollution are the big, unavoidable issues we need to face in our lifetime. To solve them, we need to act fast and communicate in a smart way. Brands have the power to both help the cause and develop sought-after and future-proof products that are more sustainable – and that people want to shop for. However, the way we communicate about these issues is a challenging feat! Many new product strategies miss the mark, don’t affect sales, or are labeled as greenwashing.

            EyeSee set out to contribute to this burning issue with a complex behavioral study, in order to get a better understanding of a dozen different questions spanning several areas of thought. This blog is the first in a 4 part series, so strap in for a hilly, albeit hopeful ride across the complicated ‘green’ product landscape – check out the second installment here!

            Here’s what this comprehensive research covers and that will be published in the upcoming months:

            Part 1: The green horizon: An intro to the green buyer and how to measure eco behavior
            Part 2: Walk your talk: Strategies for choosing your sustainable product claims wisely
            Part 3: Social media impact: How much does social media content impact actual shopping?
            Part 4: Virtual shopping: Why some categories are leaders in change, and how to become one

            If you want to learn more about the results, request a full deck with an exclusive look into the study methodology, tested stimuli, and the resulting data below!

            Here are some of the things you will learn in this series:

            • Will different types of social media posts on plastic pollution impact behavior when shopping for more Eco-friendly packaging/products?
            • What anti-pollution claims are most appropriate for use on product packs?
            • What kind of posts work best in terms of keeping attention, evoking emotions, evoking positive attitudes, and calling to action?
            • What do shoppers think about plastic pollution (do they believe they can contribute personally)?

            Let’s dive into Part 1!

            The green buyers – a growing minority you need to be talking to

            The majority of today’s shoppers believe that pollution of air, water and soil is one of the most relevant threats when it comes to environmental preservation (47% considers it very relevant and 41% relevant = 88% T2B). Pollution is rated as the most relevant among other environmental threats (such as global warming, deforestation, ozone depletion, overpopulation, and even the public health crisis), and additionally, waste disposal is perceived as a very relevant threat (82% T2B). Despite these high numbers, only 34% of shoppers think they personally can contribute to a large extent to solving the problem of pollution. (For waste disposal, 44% believe the same).

            Here’s how this awareness and attitudes play out when it comes to products they buy.

            Now, onto the shoppers: we identified three key segments of shoppers, based on their behavior in the study, as well as their stated attitudes.

            Female shoppers, those with higher education and higher income, were more likely to consider eco-friendly products. This speaks to the need to work on eliminating the high price barrier to purchasing these products, to reach a bigger population.

            Key challenge and opportunity lie in this fact: 27% of shoppers would buy more eco-products if they were from well-known brands. Price is an extremely important factor as well – the majority of people (46%) would purchase eco-friendly products if they were the same price as their regular products, and only 4% of shoppers would pay much more money to get eco-friendly alternatives for their everyday products.

            Values and prices rule the game, but demographics have a say, too

            So, what did we find when it comes to your average eco-conscious buyer? One thing stands out: When targeting consumers, focus both on lifestyle + values segmentation and demographics. Age and gender are not the most fundamental indicators of receptiveness to this type of offering. Think about addressing their motivations as you craft your messaging and product claims.

            For you, Segment 1, the True ECO buyers, should be the priority to have in mind when first venturing in this area:

            • An easier start is by targeting female shoppers or product categories where they spend their time. Start building your eco portfolio in premium segments where the price is not the main criteria/barrier to purchase – this is very important as for them, the true cost of consumer choices is much broader than the product price. With an awareness of these issues, they evaluate every element of their transactions – is the packaging sustainable, where did it come from, what are the policies like for the workers who made it, and how long will it last. This equation means they are much more discerning of all the elements surrounding each purchase.
            • You will have strong competition in terms of product/pack design and attractiveness, as for this segment, it is still an important purchase influence. They have their minds set on buying sustainably – but like regular consumers, they still want to have a choice between different brands and products in any given category. This decision will often come down to who attracts attention and which packaging is more likable, and as the market matures, there will be more and more to choose from.

            When it comes to the second segment, who on the surface claim they want green alternatives – are actually on the lookout for convenience first. They are all about their favorite, trusted brands, which also holds the key to success:

            • These people are after no-hassle-shopping – if you make sustainable products more available, they will try them. Remember, the majority of shoppers won’t put in extra effort to find ECO alternatives – if you make it as easy for them to choose your sustainable variants, you can tap into this huge pool of consumers, and play the key role of swaying them towards a more mindful way of shopping.
            • This is a great opportunity for established brands to offer eco alternatives, as these respondents care about brand credibility, and would much rather try a new product from a familiar brand than trusting a newcomer. A fantastic example of this is Colgate-Palmolive and its expansion into greener territory. Having a trusted brand is reassuring and good for the bottom line.

            The third segment still requires awareness.

            • Communicating with them is an investment for the long run – they first need to learn more about the topic to be converted into Segment 2 and then Segment 1 buyers.

            Capturing and understanding behavior across channels

            This study is an ambitious amalgam of methods, approaches, and variables that strives to find connections between marketing communications and actual real-life behavior. The team has set up this with 4 very different product categories – toothpaste, toothbrush, shower gels and energy bars – which are at different stages of maturity when it comes to sustainability in their market offering.

            By utilizing innovative methods such as eye-tracking and facial coding to uncover emotional engagement and visibility, paired with virtual shopping, and more traditional methods such as Max diff claim evaluation and survey, the team was able to generate a wealth of actionable insights, valuable for big and small brands alike, across categories.
            Our researchers conducted all the analysis, combined and cross-referenced implicit and explicit KPIs, as well as other splits based on demographics. This is how we compiled the guidance for brands to craft product strategies based on this data.
            The study is a trove of findings – but the resounding theme is about making green choices more accessible to consumers, both in the way they are presented and in the way they are communicated about. Open, humanized, and hopeful communication is key to inspiring action!

            Next up, learn about how different categories fared in a virtual shopping exercise in the study.

            Part 2 coming soon!

              Forecasting the future: Insights experts on emerging consumer trends

              Posted on by EyeSee Research

              Predicting consumer trends, new research tools and innovative approaches is no easy feat – which is why we turned to our insights experts to hear their best predictions, advice and perspectives on 2022!

              Social media is the selling place to be

              What happens when two undeniable digital forces meet? The convergence of e-commerce and social media has been an ongoing trend propelled by new consumer groups – especially with platforms like TikTok and Instagram taking the online world by storm. And as social media becomes the go-to buying channel, brands that have been focusing efforts on optimizing their e-commerce presence will now have a new area to adapt to. 

              Social media platforms that offer the opportunity for easy and frictionless purchases directly in the app will lead to an exponential growth of informal e-commerce.

              Dobrinka VincentijevicInsights Director

              Some regions have already been early adopters of new online shopping trends and social commerce is no different – even before its boom during the pandemic, this way of online shopping was thriving in the APAC region. Our Business Development Director for the APAC market, Jie Ying Chow, reflected on how younger shoppers have accelerated this change – and brought new challenges to the traditional path-to-purchase.

              The increased adoption of mobile-driven purchases by younger generations and the continuous shift to digital will require a revised seamless customer journey with a mix of physical and digital touchpoints.

              Jie Ying ChowBusiness Development Director APAC

              But in the rest of the world, this trend is still up and coming – and in the case of some apps, it is just in the process of being rolled out. So, ensuring a smooth consumer experience and understanding the true potential of these novel features will become something brands need to be quick to react to. The best solution? Testing in the context of social media feeds! 

              The rise of social commerce on Facebook, Instagram, Snapchat and YouTube has pushed us to find better ways of understanding the real impact of these features – but the disruption TikTok caused especially made us rethink our approach to CMS solutions.

              Jane NedinkovskiGlobal Director, New Business Development

              And with it, consumer-centrism must be at the forefront

              Speaking about the consumer journey, our experts agreed that the accent on having a seamless and experience-driven path to purchase will be bigger than ever.  Expectations are also changing – and brands must be aware of the hyper-sensitivity of their consumers.

              This doesn’t mean brands should be cautious, avoiding innovation and provocative communication – but they need to listen to the consumers and their needs more than ever. The risk of dissonance and counter-effect is high.

              Vladimir MiokovSenior Insights Manager

              To go back to the marriage of social shopping and e-commerce, our New Business Development Director focusing on the US market stated how the future will be all about tapping into the vastly untapped areas to stay competitive. 

              The past two years have been a lot about the acceleration of e-commerce because companies had to due to COVID – it was about getting the basics and the supply chain right. But 2022 will be about the next step – how to elevate the experience and differentiate from the competition?

              Laura HosteNew Business Development Director

              As she further explained, having a good and versatile offering of products online and shipping them in a reasonable time frame won’t be enough to satisfy new shopper needs. And as social selling becomes more and more important – the term omnichannel will gain a new meaning. Instead of only ensuring a seamless in-store and online journey, blending social and e-commerce will definitely become essential in 2022.

              But taking social responsibility is still a must

              Another trend that has been increasing in recent years – and that is becoming a part of everyday consumer decision-making – is the importance of impacting society and the environment in a positive way. Shoppers want to understand the environmental impact of what they are purchasing – and with this both the shoppers’ and brands’ focus will shift in the new year – from challenges to solutions.

              The new year will be all about being part of the cure – not part of the disease – and consumers’ needs will undoubtedly reflect that trend.

              Milica LoncarInsights Director

              Questions like whether a product is healthy, sustainable, and accessible will be on consumers’ minds as they navigate online and offline shops – both in terms of distribution channels and financial accessibility. And brands that figure out a way to really and truly achieve these qualities will surely proliferate.

              We will definitely see an increased consumer expectation for companies to take societal responsibility going forward.

              Jie Ying ChowBusiness Development Director APAC

              And with this, another must-do for brands will be ensuring transparency throughout the supply chain in order to lead to more transparent and honest communication with consumers. In a recent study that focused on different aspects of sustainable products – we found that vague product claims, especially surrounding sustainability, have little to no impact on consumer behavior – meaning that consumers can see right through the lack of transparency. 

              Interested in more? Check out the perspectives on 2022 from top experts at Microsoft, Google, Swiggy, Coca-Cola, and Colgate-Palmolive!

                Let’s talk insights! Upcoming conferences and events

                Posted on by EyeSee Research

                Interested in competitive sustainable problems but worried about greenwashing perception? Not sure you are making the most out of your current research framework? Looking to develop action standards for your research? We’ve got you covered! EyeSee’s very best Business development Directors are heading to a number of events to talk and connect. Here is a rough breakdown to keep in mind.

                Next up: Quirk’s London | October 14

                EyeSee’s partner Joris De Bruyne and Liubov Ruchinskaya (Colgate brand insights Western Europe, Colgate-Palmolive) will join the stage at Quirk’s London to untangle the myth behind sustainability and how to act responsibly yet competitively. Join them on October 14 at 2 pm in Room 4 – register here!

                A friendly face: CRC Dallas | October 20-21

                CRC is bringing back safe and long-anticipated in-person networking with the world’s most well-known brands. Our Jane Nedinkovski will be there to mingle and answer all the essential questions for your research needs. Find this friendly face for an insights chat!

                Going green: Quirk’s NYC | November 2-3

                If you are interested in joining the sustainable product market, EyeSee’s team including Jane Nedinkovski, Jonathan Asher, Ozana Jurkovic and Laura Hoste will be attending Quirk’s NYC alongside Colgate-Palmolive’s Associate director of Foresight and Sustainability Insight, Cherie Leonard to discuss how to build more sustainable products that do affect the sales with proper communication. Learn more about our latest study on what makes a winning sustainable product here.

                Thinking 2022: MRMW APAC | November 10-11

                Tom Vande Moortel will be taking the (virtual) stage alongside experts from Google, The Coca-Cola Company, Colgate-Palmolive and Swiggy to share their expertise and discuss the vital lessons we have learned this year about innovation, the future of e-commerce and sustainability in order to ensure big wins in 2022 – register here!

                  Improving NPD success rates: Lessons learned & best practices

                  Posted on by EyeSee Research

                  New products are the lifeblood of every company, and yet remain one of the most challenging things to develop successfully. Request the webinar recording now to learn how to approach NPD testing, where to start and how which stakeholders to involve.

                  Learn about the newest behavioral NPD testing – and see how to increase your success rate!

                  Tune in to find out:

                  • What factors impact NPD success – what to be on the lookout for
                  • New product testing framework based on behavioral methods and iterative design thinking methodology
                  • Which phases of product development require which type of test

                  Panelists:

                  Host:

                  Jonathan Asher, Executive Vice President, EyeSee

                    All that buzz: How to use AI in consumer research

                    Posted on by EyeSee Research

                    Despite the ever-increasing and all-encompassing ‘buzz’ of AI, just like many other topics (machine learning, BeSci) it has been around for at least 50 years. However, the pandemic has exponentially accelerated the need for change and escalated the willingness to adopt new tech. The question is – does using AI in consumer research add value, and how and when to employ it so that it does?

                    What is the scope of AI in consumer research?

                    The promise of AI is excellent; at EyeSee, most of our fundamental methods use some form of AI (webcam-based eye tracking, facial coding, analyzing virtual shopping data, etc.). However, AI and machine learning are not one-solution-fits-all. It is essential to understand the scope (width) and the limitations (depth) of AI.

                    Width of AI: AI and machine learning can be used for many applications in market research: (1) collecting data by replacing current methods, process optimization (automation, DIY…), analyzing datasets in a way that was not possible before (e.g., big data)… AI is a means to an end and should never be the goal. Take a step back and ask yourself: What am I trying to accomplish with using AI?

                    Depth of AI: The limitations need to be taken into account. AI is only as good as the data we feed it – with the economic crisis already disrupting our lives and consumer habits, be wise and carefully estimate its power of foresight, especially when it comes to predictive models based on (past) data. Another thing to be mindful of is checking the noise in the dataset and the error margin. Let’s take a look at eye-tracking. Right now on the market, there are AI-based solutions that predict the gaze direction. Oftentimes, a 5-10% increase in visibility for packaging is significant and can make a huge difference – but these solutions have error margins much bigger than that. The second question presents itself: Is AI (or any other hot buzz) the best solution for my current problem? Depending on what you need, the answer might be different. For example, early screening of new concepts can be done using AI-based methodologies, but if you need validation, a superior choice would be experiment-based solutions using real shoppers, such as virtual shopping.

                    In many cases, a combined approach of doing research the way you are currently doing (e.g. experimental) with AI models might be the best way to move forward.

                    using AI in consumer research

                    So what are the benefits of using AI solutions in research?

                    When done well, AI (or any other new technology buzzing around the industry) can create many advantages: impacting speed, time and costs, enabling access to new data, decreasing mistakes… But just like most decisions, you need to do a more in-depth analysis to assess whether it will fit your goal and is the best solution. You might learn that often a hybrid model is the best for covering all phases of your product development: e.g. using AI-based exploration and experiment-based validation.

                    using AI in consumer research

                    What now – how do you approach implementing new tech in research?

                    There are several questions to answer before adopting any new technology in your studies:

                    • What are your objectives, and will they be solved with the new buzz? If yes, fantastic! Still, think under which circumstances it will add value. Testing a pricey SuperBowl ad with a DIY platform is probably not the best idea.
                    • Do you have the implementation skills to take up this new technology? How about the research skills? For most technologies, it takes 3-7 similar projects to take full advantage of the new tech. Agencies play a crucial role in diffusing innovations. They execute similar projects for many different clients – thus, their learning is steeper and experience broader.
                    • Is this your first project and you are not sure where to start? Be smart and pick the level of the study which will provide you with quick wins that demonstrate the impact of the new approach to your stakeholders. Often, the bottom-up approach – start with tactical optimizations and then address strategy. It sounds counterintuitive, but it might be the best.
                    • Do you have an efficient framework for disseminating new findings? A vital step final step is finding a way to socialize the latest insights – or approaches – across the organization. However cool your new tool is, if you don’t have broad support and buy-in for it, and a clear understanding of the new value or type of data gained, you will waste precious energy.
                    using AI in consumer research

                      Thanks for your interest!

                      We”ll get back to you promptly