Nbtc blauw social media research superpromoters van holland mie 2012
Mie presentatie path to purchase communities
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Transcript of Mie presentatie path to purchase communities
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• Onbewuste behoeften
• Onduidelijkheid proces
• Onderscheidend vermogen
Waarom doe je customer journey-onderzoek?
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• Gedrag • Emotie • Gemeenschappelijk • Longitudinaal
• Leuk • Mobiel • Context • Observatie
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• Volg consumenten tijdens hun journey
• Laat ze met elkaar spreken over hun ervaringen
• S(t)imuleer word of mouth
• Meet tussentijds de effecten van bepaalde stappen
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Pilot customer journey-onderzoeken
Gestructureerd Ongestructureerd
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• Waar liggen kansen voor Philips? • Hypothesen vanuit desk research • Path to purchase ≈ gestructureerd
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Output: hypotheses getoetst
Phase II: MROC
Clusters Hypotheses Websites Reviews Peers In store
Branding/image Philips TV has no high end brand image √
Philips TV is not perceived as an innovative brand √
Samsung is perceived innovative due to products in upcoming, innovative markets
(smartphones and tablets) ?
Philips' ecosystem harms position in high end TV √ √ √
Philips TV is better off when choosing her own path in branding
x
Philips is stuck in the middle (between price and quality) √
Philips has poor quality perception (in reviews) x
Philips is perceived as too expensive √
Awareness Consumers don’t associate Philips with TVs anymore ?
Consumers are not aware of what Philips TVs offers √ √
Philips lacks coherence/consistency in communications in ATL
√
√
A lot of Philips ATL efforts are off brand √
√
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Path to purchase smartphone Google
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Deep dive in redenen achter zoekgedrag
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Path to purchase
ongestructureerd ≈
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Output: procesbeschrijvend
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Overwegingen …
• Individu vs groep • Markten en situaties
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Customer journeys in een community:
• Rijkdom aan informatie • Dichtbij het onbewuste • Effecten van stappen meetbaar • Tijd voor retrospectie • En antwoorden op niet-gestelde vragen