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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

Who are they?

Understanding consumers online…before you talk to them

Thursday 03.November 2005

Paul Toeman

overview
Overview

KNOWLEDGE

overview4
Research=InsightOverview

Democracy

KNOWLEDGE

overview5
Research=InsightOverview

Democracy

KNOWLEDGE

Both ways

overview6
Research=InsightOverview

Democracy

KNOWLEDGE

Shopping

Both ways

overview7
Research=InsightOverview

Democracy

Brands

KNOWLEDGE

Shopping

Both ways

overview8
Research = Insight

Democracy

Brands

KNOWLEDGE

Shopping

Both ways

Overview
insite programme10
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…
the digital youth
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
the digital worker
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
the digital family
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
the digital activist
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
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
ad