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Project Minerva Role of the internet in the search and purchase of different products and services Proposal prepared for Google Spain

Madrid, September 6, 2012 Project Minerva

Prepared for Google Spain

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Starting point

Wants to understand how the demand for different products and services is articulated on and off the internet, in order to offer their clients keys that enable them to improve their marketing activities by channel, attracting new customers and enhancing the usage/ consumption experience of the current customers. The results of this project will add depth to the existing data available on www.consumerbarometer.com

Project Minerva

FMCG

Couponing

Travel These sectors are to be confirmed by Google.

ď Ž Overcome the drivers & barriers to online search and/or purchase ď Ž Improve the current search experience

ď Ž Understand the profile of each user and the best way to reach them.

Prepared for Google Spain

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The challenge

To understand how consumers search and buy products and services in different sectors

Project Minerva

Prepared for Google Spain

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Research objectives – What are we going to ask? Which elements drive customers to search / purchase online? Convenience (place, time) Price Time to decide Etc. What is the level of satisfaction when the purchase is online?

How is the person who searches / purchases online vs offline?

Why Why not

Who

Which barriers prevent customers from searching / purchasing online? Lack of relevance Complicated mechanics Lack of understanding Mistrust Price Etc.

What

Sociodemographics Internet usage Attitudes to shopping Role in the household

Categories within each sector

Where

When Which moments or situations are more apt for searching products and services within each sector?

offline

online

Which channels are used for search and purchase? From which devices? How big is the ROPO* effect in each sector? Sector sites Brand sites Google Youtube Social Networks (what is their role? are they trustworthy?)

What products or services within the sector do they search and buy online vs offline?

WOM offline Face to face visit Phone ATL advertising

Peak months Weekends Before holidays Etc.

* ROPO: Research Online but Purchase Offline Project Minerva

Prepared for Google Spain

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The process – the same for each sector

1. Ignite

First hypotheses

Prioritize needs

Define questionnaire

This will be done in one session with the Google team

Project Minerva

2. Inquire

Quantitative research with a national representative sample in order to get penetration data.

CATI, n=500

16-65 years old

Boost to achieve 300 category users between main sample + boost

3. Understand

4. Inspire

Describe current situation in the sector

Interview 5  customers/ users of the sector with video footage

Identify the opportunities for the companies in the sector

The goal is to add more depth to the main results of the study and fresh examples of the results in the voice of the customer.

Prepared for Google Spain

5. Bring it to life

Multimedia presentation, including excerpts of the video-recorded interviews, at an industry event organized by Google A visual, interactive document summarizing the main results of the research

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Research design  Quantitative telephone survey (CATI)

With this data collection technique we will avoid the positive bias towards the internet we usually find when we use respondents from online panels. We will call basically ground lines, but a 25% of the calls will be attempted to mobile numbers (through Random Digit Dialing) in order to capture also those consumers who do not have a ground phone line at home.

 Target: general population aged 16-65 , representative of Spain.  Main sample: 500 interviews  Quotas on age, gender and geographic area in order to replicate the structure of the population.  Boost sample: we will add the required number of interviews in each sector so we end up with 300 respondents who are category users.

550

550

Sample sizes:

Education

550

Main sample n=500 Boosted sample (category users) n~50

Main sample n=500 Boosted sample (category users) n~50

main representative sample and estimated boosted sample to achieve approx. 300 category users

Main sample n=500 Boosted sample (category users) n~50

700 Main sample n=500

FMCG

Couponing

Tech & retail

Gambling 750 Travel

550

Boosted sample (category users) n~200

Main sample n=500 Boosted sample (category users) n~250

Main sample n=500 Boosted sample (category users) n~50

These sectors are to be confirmed by Google. Project Minerva

Prepared for Google Spain

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Outcomes for each sector  A multimedia presentation, including excerpts of the videorecorded interviews, at an industry event organized by Google

 A visual, interactive document summarizing the main results of the research, which will be uploaded on a public. We will decide with Google the most suitable format (from an interactive PDF file to a video on YouTube) More examples: http://www.added-value.com/culturaltraction/index.html http://www.youtube.com/watch?v=7BB8pSH8KEk&feat ure=plcp

Project Minerva

Prepared for Google Spain

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Timing and investment (main option – 6 sectors)  EDUCATION will be the ‘pilot’ part of this project  We estimate to complete all sectors within one year time.  Using the experience from this pilot stage we will be able to streamline the process for the next sectors. Added Value reserves the right of modifying the price for the next sectors in case there is a significant difference between the assumptions made in this proposal and the actual needs of the project in terms of working hours.

FMCG

Travel These sectors are to be confirmed by Google.

 Timing for this pilot project is around 7 weeks:  Ignite: 1 week  Inquire: 2 weeks (could be 3-4 for couponing and gambling)  Understand: 2 weeks  Inspire: 1 week  Bring it to life: 1 week 

Prices:

Pilot stage (Education): 28.395 € Remaining five sectors: 109.425 €

Total Minerva project: 137.820 € VAT should be added to all these prices.

Timing for the remaining sectors will vary between 6 and 9 weeks

Project Minerva

Couponing

Prepared for Google Spain

Presentation around this date if project is approved by Sept 14th, 2012

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Timing and investment (alternative option – 8 sectors)  2 more sectors are added, AUTO and TRAVEL.

Education Travel

Couponing

Automotive

Gambling

FMCG beauty

Tech & retail

Apparel

 EDUCATION will keep on being the ‘pilot’ part of this project  All sectors are estimated to be completed within one year time. Should not all the 8 sectors are included within this year period, Added Value will have the right to revise the price of the remaining sectors, as costs may vary after this time.  All estimations regarding the 6 sectors already described in the main option remain the same.

Prices:

These sectors are to be confirmed by Google.

Pilot stage (Education): 28.395 € Remaining seven sectors: 156.270 € Total Minerva project: 184.665 €

VAT should be added to all these prices. Invoicing will be done 50% at commissioning and 50% at the delivery of results.

Project Minerva

Prepared for Google Spain

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What is included in each sector?

Professional training University courses Post grade education

Travel agencies Specialized sites Corporate sites

Travel New car Second hand Accessories

Beauty Food & bev Cleaning

Aggregators Specialized sites

Education Couponing

Automotive

FMCG

Gambling

Tech & retail

Poker Casino Sport bets

Apparel Fashion

Telecoms Tech stores Home & garden

These sectors are to be confirmed by Google.

Project Minerva

Prepared for Google Spain

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Why Added Value?

Want to see more? www.added-value.com

Project Minerva

Prepared for Google Spain

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CONTACT: Javier Arenas Director

Added Value around the world

+34 91 532 89 00 j.arenas@added-value.es

Beijing Guangzhou Hong Kong Shanghai Los Angeles New York San Francisco Seattle

Project Minerva

Mumbai Barcelona Hamburg London Madrid Milan Moscow Nuremberg Paris Warsaw

Prepared for Google Spain

Manila Singapore Cape Town Johannesburg Sydney

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Minerva  

Educaction, proposal, test

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