Futurists are predicting a meeting of the digital and real world is not far way. I’d almost say this ‘union’ is already happening. Smartphone (iPhone / Android) adoption in Australia is cited to be outperforming the US by 5 – 10%. Amongst other things, this means retailers also need to unite with the digital world.
Unfortunately, so far many Australian retailers are lagging in terms of digital marketing (in particular mobile and online).
I’ve just come across stats that make it clear that retailers needs a well thought out digital ‘vision’:

• 35% of Australians own a smartphone and 38% have already downloaded a shopping app

So it’s not hard to then make the leap that mobile, particularly smartphones and apps, is already influencing sales and ongoing loyalty.
But shopper apps need to be well thought out and deliver on certain features to be useful.
Other stats from the US and Europe make it clear that shopper apps, to be useful, need to deliver on certain features:

• 84% of US shoppers use their phones while they shop
• 70% are comparing prices
• 67% are accessing product reviews
• 61% are looking for specific store information – hours, other locations

There’s nothing really surprising in these stats, but certainly worth keeping in mind when designing a shopper app. No point in having an app that no one uses!

Now that I’ve got my shopping apps sorted, the next part of the story will be to download Google Wallet (when it’s released), then really there’s no need for my handbag or wallet. My smartphone and car key is all that’s needed. Much easier then for me to carry shopping bags! Ok, time to go shopping…

Half way through a traditional face to face qualitative project with mums and kids, and it’s got me thinking about kids and their role in market research.

As we move forward to new technologies and channels for accessing adults are we going to be missing out on insights from kids, and what does this mean for our clients and their products?

At the moment we can conduct direct research with kids with their parents consent, be it in focus groups, accompanied shops, in home sessions etc. But contacting kids online and through mobile devices is a bit more of a grey area.

Does this mean more heavy reliance on mum for an interpretation of her kid’s thoughts, desires and relationships with brands and products?
Kids researchers know the value of hearing it ‘from the horse’s mouth’ so to speak, and clients certainly respond well to watching and listening to kids, who are often instrumental in driving mums purchase behaviour. Many a time we have seen kids in the next room choosing a totally different ‘favourite idea’ to the one their mums are picking for them across the hallway.

Sitting down to talk about a particular brand and what it means to kids can unearth insights far more powerful than we may first think. Kids are so used to being asked for the ‘right’ answers in school. But given the chance to explore their inner thoughts and feelings through drawings, projective techniques and other mechanisms, can be empowering for them. They enjoy harnessing their imagination and creativity, which can lead to fabulous food for thought for brand managers, advertising creative and design teams.

Often mums tell us they buy stuff for kids ‘because they want it’ – but how often do they know why?

I for one am interested to ‘watch this space’ and see how we connect with kids as ethical debates, technology and research evolve. After all, kids are often the most switched on when in it comes to new technology. In a recent focus group, the first question from the 9 year olds boys was “woah is that an ipad 4?”. I have to admit I didn’t know the answer……

Cruising through Dan Murphy’s the other day I was stopped in my tracks after passing a new product display. Backing up thinking ‘did I just see what I thought I saw?’, sure enough. I did see what I thought I saw.

And I still can’t reconcile it:

AC/DC branded wine.
That’s right. AC/DC of ‘Back in Black’ and ‘Thunder’ fame.
Hard living guitar toting rockers…making quality shiraz???

Now don’t get me wrong. I love AC/DC. My hubby is a big time Acca Dacca bogan from way back. And he loves wine. So of course being a market researcher and wondering who would be the target market for such a seemingly strange combination of brand and product, I asked him if he would ever buy it.

He laughed and said ‘no way!’ Then made a joke about ‘maybe if it came in a flagon so that you could scull it!’ And then asked ‘why aren’t they making whiskey or something?’

As a researcher I’m always open to the idea that my attitudes could be quite different to other people’s. So is this a disastrous marketing failure waiting to happen or am I missing something??? Maybe?

In true market research fashion I’ve since asked a lot of people what they think of this idea, because the apparent paradox is driving me crazy! So far the response has been consistently anti. But I still find myself wanting to stalk people in Dan Murphy’s, hopefully spot someone buying ‘Back in Black Shiraz’ and then ask a load of probing questions…

This is why I love research – I have an overwhelming need to ‘get it’. I need to find the person who would buy Back in Black Shiraz, Highway to Hell Cabernet Sauvignon or You Shook Me All Night Long Moscato.… because I want them to explain it to me…!

So if you’re out there. Please get in touch.