people in 2018 - owen james events · 2018-09-25 · 3. the elites . the crisis of . 69%. experts...

Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public

© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

1

PEOPLE IN 2018

Ben Page, Chief Executive, Ipsos [email protected]

KEY TRENDS

2

POPULATIONCHANGE

UNEVEN ECONOMICGROWTH

GLOBALISATIONAND MIGRATION

CLIMATECHANGE AND

SUSTAINABILITY

TECHNOLOGICALCHANGE

POLITICAL CHANGE AND

MULTI POLARITY

3

THE ELITES THE CRISIS OF

Experts don’t understand my life 69%Economy rigged for advantage 76% of the rich and powerful

Presenter

Presentation Notes

We’ve heard a lot about ‘Experts’ these past couple of years… and our data does indicate that there is a feeling of general mistrust, and for some a ‘them and us’ feeling of dissatisfaction. 69% feel that Experts don’t understand my life, and 76% that the Economy is rigged for the advantage of the rich and powerful Meanwhile only 36% trust their bank, and 32% trust big companies We also know that Millennials are less likely than other cohorts to trust the ordinary man/woman in the street to tell the truth. But there is NO Millennial crisis of trust in institutions/business/adverts – it’s low for everyone!

Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public 4

SIX TRENDS

Liquid expectations

Search for simplicity

Experience-sharing economy

From products to services

Context is king

Uncertainty is the NEW NORMAL


Customers have been spoiled. Thanks to companies such as Amazon and Apple,they now expect every organization to deliver products and services swiftly, with a seamless user experience.”

McKinsey & Co.

LIQUIDEXPECTATIONS

Presenter

Presentation Notes

Technology disruption means that new expectations of standards for product and service experience are being created by brands in completely different categories. So, your experience of the slickness of using Uber may influence your expectations of interactions with an online bank. Example: delivery services. We expect today to be able to order anything and get it within 24 hours. Amazon’s goal is to reduce delivery time to 30 minutes. We also expect to be notified of progress of deliveries – email and text updates are now the norm, eliminating the uncertainty of “where’s my parcel”? Google has reshaped our expectations of information availability and being able to find answers to our questions quickly. They are now applying this to communication, predictive Gmail that writes your email messages for you, and Google Duplex which can make phone calls on your behalf. Implication = standards are evolving quickly and we are less tolerant when providers don’t meet these standards� We need to be better at understanding the implicit expectations that consumers carry across categories, and how these are changing.

6Great Expectations | November 2017 | Version 1 | Public

Delivering a positive experienceThose who had a positive experience that was better than expected were more than twice as likely to increase their brand favourability than those who had a positive experience that was only in line with or worse than expectations (41% v 17%).

alone is not sufficient to increasebrand favourability if it is onlyin line with expectations



7

IMPLICATIONS

Expectations reframed

Brand promise versus delivery

Changing competitive set

Presenter

Presentation Notes

Think about your brand promise versus the experiences your customers receive. When your customers are comparing you to the likes of Amazon, Apple, Google and Uber it’s more important than ever to not promise some that you can’t actually deliver. �Another way of defining disappointment = a consistent gap between brand promise and brand delivery


27%

40%

31%

2%

Source: 2014 Consumer Action Monitor, Ombudsman Services (a nationally representative survey of 2,023 adults aged 18+ were questioned throughout Great Britain, )

WE ARE INCREASINGLY INTOLERANTOF POOR SERVICE

Never

Rarely

Sometimes

Always

I PUT UP WITH POOR SERVICE (%)

Ipsos MORI – Future of Research 9

77% 73% 72% 68% 66% 64% 59% 56% 56% 55% 53% 51% 38% 38%

23% 27% 28% 32% 34% 36% 41% 44% 44% 45% 47% 49% 62% 63%

Presenter

Presentation Notes

Looking at the proportions of positive versus problematic experiences by category we can see this varies massively by sector. The best performing are retailers, bricks and mortar and online, and hotels, and the worst rated are on the right. I have to say that my own recent experience contradicts this. I’m moving house this week – the movers are coming tomorrow in fact. My phone and broadband provider have been excellent – it’s incredibly easy now to change your details online or switch. With apologies to Rachel from TfL who I know is in the audience, it has been an utter nightmare trying to sign up for the Congestion Charge residents’ discount. Sitting on hold for 20 mins for two days in a row because the online system is down is pretty close to my idea of hell. I could spend hours talking about this one chart. I don’t have hours, but if you’d like me to come talk to your organisation about what it means for you, just ask. Very briefly, there are a number of explanations for this. One has to do with the nature of the categories and how much control you as the provider have over the total experience. Think back to Coca Cola again. Sectors to the right hand side tend to have less control and there are fundamentally more things that can go wrong. Another reason is that when it comes to the likes of utilities and public transport the customer typically interacts with the provider ONLY when things go wrong. Yesterday I listened to a presentation from a gentleman who set up the NPS programme for Virgin Media – what they discovered is that by the time the customer gets in touch for the first time then NPS had already dropped 25 points, and if they have to get in touch twice then NPS drops 50 points.


Why the bad experience?

1Notpersonalised

2Company made mistakes

3The amount of effort I had to put in

Presenter

Presentation Notes

Callum - satisfiers


21%29%

50%

Customer Effort

High Effort

Neutral

Low Effort

The amount of effort I had to put in

Presenter

Presentation Notes

ANECDOTES


47%

29%

24%

Company Effort

High Effort

Neutral

Low Effort

The amount of effort THE PROVIDER put in

Presenter

Presentation Notes

Pret Premier Inn – night free Ritz-Carlton – anything to make the customer happy


WHEN A PROBLEM ARISES, HIGHCOMPANY EFFORT REDUCESDAMAGE TO THE BRAND BY HALF


27% of customers who experienced high Company Effort following anissue felt more favourable to the provider afterwards

Presenter

Presentation Notes

Silver linings


Signs of high Company Effort

1Good staff attitude

2Personalisation/recognition

3Keeping me informed

Presenter

Presentation Notes

So where are the silver linings


BATTLE THE

FOR ATTENTION


SEARCH FORSIMPLICITY


66%Say they wishtheir life was simpler

54%Often feel overwhelmedby choice

Ipsos Global Trends Survey : Base size: 18,180 adults across 23 countries


75%are constantly looking at screens

65%find it hard to switch off because of technology

Global Trends Survey : Base size: 1,002 GB adults 18-65, Online, 2016


SEARCH FOR SIMPLICITY

“The staff were attentive and couldn't have been more helpful! I must have tried on 10 jackets and their patience was amazing! Two of the staff stood out, Steph and Isaac. They checked other outlets and their planned deliveries to try to help me! Three days later I received a call and my dream jacket has been put aside for me. I couldn't be happier!”

-TNF Livingston

Presenter

Presentation Notes

Pervasive technology. Always on. Can feel overwhelmed by choices. Brands can help guide customers through this. Expertise - The North Face Aldi and Lidl – lower SKUs



22

IMPLICATIONS

War against friction

Brands as curators

Presenter

Presentation Notes

Overwhelmed by being constantly “on”, with apparently endless choices, people look for simple, frictionless processes, curated choice and want to be able to feel in control of their lives and their time. “… choice, complexity and let’s call it limited attention span … can lead to behavioural market failures” [CASS SUNSTEIN] Brands have always served to cut through clutter but this has expanded from product selection to wider experiences and choices Of course, curation promotes discovery as well as reducing complexity Successful brands both promote new experiences but also make the discovery of these experiences frictionless and enjoyable – iOS interface, Amazon’s one-click buying


FROM PRODUCTSTO SERVICES

Presenter

Presentation Notes

Opportunity for brands to build longitudinal relationships, loyalty via new business models FMCGs will increasingly resemble service providers Benefit for consumers are new pleasurable and rewarding experiences to engage and maintain our interest


FROM PRODUCTS TO SERVICES

Presenter

Presentation Notes

From transactions to ongoing relationships. Brands who are agile have adapted to these changes.



25

IMPLICATIONS

Personalisationat scale

From distribution to relationships

Presenter

Presentation Notes

For platforms to take off, internal silos must be broken down. Interesting that Unilever decided to buy Dollar Shave Club rather than build its own. More agile startups are currently leading the way


CONTEXTIS KING

Presenter

Presentation Notes

It used to be that content was king. In the age of the connected consumer, context is now king.


Presenter

Presentation Notes

Spotify: The increasing willingness to listen to playlists rather than albums reflects the success of engineering the choice environment – also speaks to curation


CONTEXT IS KING

Presenter

Presentation Notes

John Lewis – National Theatre brought in to teach body language and body language. Set themselves out to be the anti Amazon. Booking.com – nudges to encourage purchase (and free cancellation to reduce the risk of purchasing) Personalisation and Speed. Threat of 30 minute deliveries from Amazon. Brands need to up their game.



29

IMPLICATIONS

Increasing use of psychometric profiling

Moment-based marketing

Nudges and heuristics in experience design

Presenter

Presentation Notes

Nudges and heuristics in experience design As we are able to collect consumer data and personalise at scale, psychometrics offers a new means to optimise relationships Greater use of psychological profiling

30Ipsos MORI | TechNOVA | July 2018 | Version 1 | Public

74%I am concerned about how information being collected about me when I go online is being used by companies

% agree


Presenter

Presentation Notes

A word of warning


THE EXPERIENCE-SHARINGECONOMY


71%% agree

What I read about other people’s good and bad experiences influences the companies or brands I choose


INFLUENCES

Presenter

Presentation Notes

Social proof provided by people like me� Rise of TripAdvisor, Trustpilot and the like


POSITIVE AND NEGATIVEFEEDBACK LOOPS

Presenter

Presentation Notes

Conversational research to mimic the social-media experience Tap into motivation to share experiences / post reviews – make obsolete the old model of incentivising people to take surveys Vicious and virtuous circles


THE EXPERIENCE-SHARING ECONOMY

“Where we used to have disparate, siloed systems, we now have a comprehensive Voice of Guest platform that organically brings all of our data into one place.”

- Mellow Mushroom

Presenter

Presentation Notes

From transactions to ongoing relationships. Brands which are agile have adapted to these changes.



35

IMPLICATIONS

Identify sharing triggers

Make it easy to amplify sharing of positive experiences

Presenter

Presentation Notes

Use both owned Voice of Customer programmes and wider social monitoring Sharing triggers – where on the journey – typically coincide with MoTs – taking delivery of the new car, opening the door to the hotel room Sharing triggers – motivations e.g. giving back, showing brand affinity or social status, being part of a community From surveys to sharing Amazon and TripAdvisor

36

NEW NORMALUNCERTAINTY IS THE


We presented Americans with range of ‘news’ stories.

All of them - both real and fake - were viewed as accurate by the majority who recalled seeing them

41 © 2015 Ipsos.

Echo chambers and filter bubbles are real…• Existing in different communities

• But even where intersect, we’re biased…

• Cognitive dissonance, directionally motivated reasoning…

• Online world custom-made to reinforce existing biases… more time on platforms = more money

• Confirmation bias is business model of internet…

42

BREXIT HAS REVEALED DIVISIONS ON NOSTALGIA …

19%6%

19%8%

34%

25%

36%

22%

26%

29%

32%

33%

16%

30%

5%

23%

3% 7% 4% 12%

STRONGLY AGREE

TEND TO AGREE

TEND TO DISAGREE

STRONGLY DISAGREE

CONSERVATIVELEAVE

CONSERVATIVEREMAIN

LABOURLEAVE

LABOURREMAIN

“Things in Britain were better in the past”

Source: Ipsos MORI/Unbound

Base: 599 Conservative voters who voted leave in the referendum, 401 conservative voters who voted remain in the referendum, 171 Labour voters who voted leave in the referendum, and 464 Labour voters who voted remain in the referendum, completing an online panel survey between the 13-20th October 2016

43

AND ON ATTITUDES TO IMMIGRATION …

“Immigrants take away jobs from real Britons”

21%6%

21%4%

35%

18%

34%

9%

27%

24%

19%

16%

14%

34%

15%

29%

3%17% 8%

40%

CONSERVATIVELEAVE

CONSERVATIVEREMAIN

LABOURLEAVE

LABOURREMAIN

STRONGLY AGREE

TEND TO AGREE

TEND TO DISAGREE

STRONGLY DISAGREE



44

BUT OTHER TRADITIONAL PARTY DIVIDES REMAIN

15% 14% 8% 3%

48% 46%

20%19%

21% 24%

26%29%

11% 12%

29% 31%

2% 1%13% 17%

“Large differences in people’s incomes are acceptable to properly reward differences

CONSERVATIVELEAVE

CONSERVATIVEREMAIN

LABOURLEAVE

LABOURREMAIN

in talents & efforts”

STRONGLY AGREE

TEND TO AGREE

TEND TO DISAGREE

STRONGLY DISAGREE



45Millennials: Myths & Realities | May 2017 | Public

% supporter of any one political party

0%

10%

20%

30%

40%

50%

60%

70%

Pre war (born before 1945) Baby Boomers (born 1945-1965) Generation X (born 1966-1979) Millennials (born 1980-1995)

Source: European Social Attitudes Survey

And strong generational decline in connection to parties…

More fluid and changeable future?

Presenter

Presentation Notes

Millennials BSA CHAPTER SIX pg. 141


Is trust in businessreally broken?


Who do you trust to tell the truth?

94%91%

87%85%

83%81%

76%74%

67%65%

64%59%

54%50%50%

45%41%

38%36%

27%27%

26%19%

17%

NursesDoctors

TeachersProfessorsScientists

JudgesWeather Forecasters

The PoliceTelevision news readers

Clergy/priestsThe ordinary man/woman in the street

Civil ServantsLawyers

PollstersCharity chief executives

Trade union officialsLocal councillors

BankersBusiness leaders

Estate agentsJournalists

Professional footballersGovernment Ministers

Politicians generally

“Now I will read you a list of different types of people. For each would you tell me if you generally trust them to tell the truth, or not?”

% trust to tell the truth

Base: 998 British adults aged 15+, fieldwork 20 - 26 October 2017


% trust to tell the truth:

0

25

50

75

100

1983

1985

1987

1989

1991

1993

1995

1997

1999

2001

2003

2005

2007

2009

2011

2013

2015

2017

DoctorsTeachers

Clergy -20ppts

Professors +15Scientists +20Police +13

Civil Servants +34

Journalists +8Politicians

Business leaders +11


Base: c. 1,000 British adults aged 15+ per year

Trust in experts is actually rising rising


All data points represent > 200 responses

% “Agree”

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

00 01 02 03 04 05 06 07 08 09 10 11 12 13Pre war (before 1945) Baby boomers (1945-65) Generation X (1966-1979) Millennials (1980-2000)

Source: Ipsos MORI reanalysis of British Social Attitudes

BUT big institutions are no longer seen as automaticallythe best answer to challenges…

% who agree that … The creation of the welfare state is one of Britain's proudest achievements.”

More filtered/tailored/nimble responses and individual responsibility…


78%66%65%

63%56%

49%48%

45%42%

40%39%

37%34%

32%29%28%27%26%

24%22%21%

15%10%

ChinaPeruIndia

IndonesiaBrazil

S AfricaMexicoRussia

PolandArgentina

U.S.Turkey

ItalyGermany

CanadaJapan

SwedenAustralia

S KoreaGB

SpainBelgium

France

DISRUPTION

To what extent, if at all, do you feel that today’s youth will have had a better or worse life than their parents, or will it be about the same?” % BETTER

TOMORROW


Traditional institutions and culture are more resilient than we think



Thank [email protected]

people in 2018 - owen james events · 2018-09-25 · 3. the elites . the crisis of . 69%. experts...

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