SITUATION: ELECTRONICS CUSTOMER JOURNEY
Value proposition of Intel-supported electronics is diluted across more items than ever and a growing competitor baseline results in highly variable retail channel visibility.
Summary: Mixed-Methods with a qualitative shop-along diary.
I led the design, recruitment, moderating, analysis, and reporting of the following:
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Field Observations
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Digital Shop-Alongs (6-week 'diary')
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Eye-tracking on advertisement content.
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Monadic Survey / Concept testing.
BUSINESS OBJECTIVES
Refresh knowledge on how shoppers are using the online channel to shop for tablets and PCs
Assess how the RCM online strategy is helping shoppers in the journey
Influence retailers to leverage Intel digital assets in their channels
Support strategy by assessing the effectiveness of different assets at each stage of shopper’s journey
TASK
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Document the journey through the Info Gathering, Narrowing, and Purchasing phases.
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What is the impact of having digital assets on retailers’ websites?
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What type of assets and information are most influential in the shopping journey?
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How effective are Intel's digital assets on engaging/persuading shoppers?
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How are the different assets fitting into the new retail strategy?
Workshopping hypotheses of ad placement across the customer journey prior to testing finalized where and how to leverage.
ACTION
Lead Researcher: Planning, Testing, Analysis, & Reporting.
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Scoped the testing plans and coordinated multi-national recruiting effort via multiple vendors.
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Methodology validation and presentations to end-client prior to study launches.
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Task design, study monitoring, analysis, & reporting.
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An exec. level presentation to two separate agencies, a retailer, and end-client (Intel).
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Management of centralized data FTP, analysis workshops, and participant incentive tracking.
The longitudinal experiences were streamlined into 3 phases...
INFO GATHERING
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First 2 weeks of exploring the latest tech and wider options
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In this phase, consumers may still be uncertain whether they want a CPU vs. Laptop vs. Tablet
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OS preference exists, but brand (Sony vs. Acer) decisions still subject to sway.
NARROWING
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Weeks 2-4 - Solidifying spec & feature priorities
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Hypothesized (and concluded) that [Brand]'s assets make largest impact during this phase.
PURCHASING
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Weeks 4-6 - Final model purchase, deciding where & how to buy.
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This phase results in the widest differences between geographical regions. (Ex. Warranty priority)
RESULTS/IMPACT
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Widened understanding of the assistance consumers seek in device selection.
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Defined and bench-marked attention and value KPIs of Intel’s advertising impact.
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Leveraged discovery metrics to retailers towards Intel supported devices.
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Narrowed assets from 40+ to ~10 that were validated in narrowing device selection.
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Finalization of a Processor Education Tool that raises trust & confidence
