Helen Kerr’s commitment to the research and insights industry over the past decade has included a significant focus on brand research across a range of clients and methodologies. Her experience developing and managing projects with new methodologies has made Helen a trusted research manager with her clients at Kantar TNS. Helen recently undertook a four-month secondment in Germany where she built her expertise in research on touchpoint management and she is now leading the delivery of touchpoint research for Kantar TNS Australia. Along with Terri Hall, Helen is overseeing the project with The Coca Cola Company to ascertain the differences in touchpoint experiences via mobile in-situ response versus online survey response. From the UK, Helen brings international experience, but is loving the sunny Sydney life.
Co-Presenters: Terri Hall
How do marketers make investment decisions with so many options to choose from? Marketers have largely accepted that their landscape is increasingly fragmented with a vast array of touchpoints to reach and hopefully influence consumers. The insights industry plays a vital role alongside behavioural data to shaping the right touchpoint strategy within this landscape. Without survey data, there are critical blind spots as to the impact touchpoints have on consumers’ minds and emotions. But is ‘in-the-moment’ research the key? To borrow Daniel Kahneman’s thinking, to really understand touchpoint impact, we must go beyond methodologies capturing responses of the ‘experiencing self’ to those from our ‘remembering selves’.
Our experiencing self deals with millions of experiences and our System 1 brains does an excellent job at filtering most of them. Distinguishing between relevant and irrelevant experiences is best done when relying on memories of experiences, and despite industry buzz around mobile ‘in-the-moment’ surveys; there’s evidence suggesting they may not be the right solution in this case.
Our in-field study for The Coca-Cola Company (TCCC) compares results from mobile in-situ response versus online survey response. Co-presenting with TCCC, we’ll reveal: