Branding in the new world: Understanding moments that matter

Technology opens up a granular understanding

While the fast-changing digital landscape has undoubtedly empowered the consumer in ways not hitherto seen, the same technology that enabled this change has also provided brands with the tools to understand the needs of their customers like never before.

The ubiquity of mobile devices has transformed research from monolithic paper surveys to smarter, more streamlined constructs that can reach consumers on the medium they are most comfortable with, in (or close to) those moments that matter. However, it can be just as important to listen to the spontaneous voice of the customer, rather than asking specific questions. Social media has given rise to the largest ever spontaneous consumer feedback network – and if tapped into correctly can provide granular (and often unimagined) insight into organic brand perceptions, to overlay with in-the-moment mobile questioning.

By leveraging the combination of asking (via mobile) and listening (social media) to the spontaneous voice of the customer, brands can cultivate a fully nuanced understanding of moments that matter.

A beverages case study

The value of these critical brand moments can be shown through a beverages case study undertaken by TNS during an international rugby tournament. Through a combination of mobile diaries and social listening, alcohol consumption was tracked over the tournament.

Interestingly, overall beer consumption went up by 3% during the event, but rose significantly higher (by 11%!) on days when the Springboks played. Much of this increased consumption was driven by Brand A, but Brand E, sponsor of the event, also saw sizeable growth when the Springboks played (an estimated 120%), despite having a relatively low share of the market. The data also showed an increased tendency for people to spend time with family at home when watching games, with far fewer people drinking by themselves.

Insights like these enable marketers to hone in on not only what customers want but when they want it, how they want to experience it, and who they want to experience it with, all of which will enable messaging that that they actually want to hear. Never before has consumption been tracked on specific days, in specific contexts, in a way that doesn’t rely on people’s fallible memories.

Brand E spent several million to secure their sponsorship of the event. Social media and in-the-moment consumption behaviour indicate that for the South African market this was money well spent.

What does mean for marketers in South Africa

Brands that want to be successful today and in the future are going to have to be cognisant of their consumers most important moments, and seamlessly convey the relevance of their brand in that detailed, individual context.

This is easy to say, but will require a full embrace of technology-driven data collection methods to get at the heart of the in-the-moment, spontaneous consumer voice. In so doing, brands will have the necessary tools to create precise marketing messages that actually land with meaningful impact.

About the authors:

Alida Jansen, Head of Innovation, TNS South Africa

Alida heads up the Innovation Department for TNS South Africa, driving Technology Enabled Research techniques (TER) for the business. She is a brand equity specialist, and has over 12 years’ experience in market research. Alida spent almost three years in London working at TNS headquarters as a consultant on Brand and Communications research.

Chris Davies, Innovation Partner, TNS South Africa

Innovation Partner at TNS South Africa, Chris is part of TNS’ Global Technology Enabled Research team and has over six years’ experience in both qualitative and quantitative research. Chris is focused on understanding the research implications of new data streams and technologies, such as leveraging social media data, eye-tracking, neuromarketing and text analytics to inform a more holistic understanding of brands.