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Who are they?. Understanding consumers online…before you talk to them. Thursday 03.November 2005. Paul Toeman. Overview. KNOWLEDGE. Research = Insight. Overview. KNOWLEDGE. Research = Insight. Overview. Democracy. KNOWLEDGE. Research = Insight. Overview. Democracy. KNOWLEDGE.

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Who are they l.jpg

Who are they?

Understanding consumers online…before you talk to them

Thursday 03.November 2005

Paul Toeman


Overview l.jpg
Overview

KNOWLEDGE


Overview3 l.jpg

Research = Insight

Overview

KNOWLEDGE


Overview4 l.jpg

Research=Insight

Overview

Democracy

KNOWLEDGE


Overview5 l.jpg

Research=Insight

Overview

Democracy

KNOWLEDGE

Both ways


Overview6 l.jpg

Research=Insight

Overview

Democracy

KNOWLEDGE

Shopping

Both ways


Overview7 l.jpg

Research=Insight

Overview

Democracy

Brands

KNOWLEDGE

Shopping

Both ways


Overview8 l.jpg

Research = Insight

Democracy

Brands

KNOWLEDGE

Shopping

Both ways

Overview



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Insite programme

  • Knowledge gathering

  • Support for decision-making processes

  • Mixture of qual & quant research

  • Recognises need for interpretation

  • Based on age groups

    • 2006: open to clients…


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The digital youth…

  • 17-22yr olds: serious vs fun

  • If Internet “taken away”…total panic

  • Moral vacuum

  • Enhances lifestyle

  • Behavioural modes:

    • Fun-seekers // Enthusiasts // Focussed

    • Multi-tasking

    • Contextual advertising is key

  • Forgiving attitude to brands:

    • “You can’t damage a brand online”

    • Enables brands to experiment online


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The digital worker…

  • 23-34yr olds: be careful

  • Brand expectations often set offline…and undone online

    • Brand degradation

  • Time poor and cash careful

  • Replaces many lifestyle functions

  • Marketing-savvy & brand-literate

  • Key site attributes:

    • Clear navigation

    • Considered use of images // games

    • Willingness to help online


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The digital family…

  • 35-45yr olds with kids: who’s in control

  • If Internet “taken away”…frustration/lost/desperate

  • Different agendas in same home

  • Behavioural types:

    • Manager Mum

    • Gadget Dad

    • Über-kid

  • Security an issue

    • Over the shoulder

  • Pester power is not

    • Kids leading Mum & dad


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The digital activist…

  • 50-65yr olds: staying involved

  • To be launched 24.November 2005

  • Highlights:

    • Youth in 1960s/early 1970s

    • Politically/morally aware then

    • Frustrated now with “modern” society

    • Regular/heavy web users (usual)

    • Little connection online with arts, politics, charities etc

    • Passionate views – “didn’t know I could use web for this”


Summary l.jpg

Research = Insight

Brands

Democracy

KNOWLEDGE

Shopping

Both ways

Summary

  • On/off/thru/above/below-the-line: consumers never stop talking

  • Not just a question of listening then…insight-ful management

  • Brand ownership handover



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