WELCOME TO OUR BLOG!

The posts here represent the opinions of CMB employees and guests—not necessarily the company as a whole. 

Subscribe to Email Updates

BROWSE BY TAG

see all

Dear Dr. Jay—Brands Ask: Let's Stay Together?

Posted by Dr. Jay Weiner

Thu, Feb 11, 2016

 Dear Dr. Jay,

 What’s love got to do with it?

 -Tina T. 


DrJay_Thinking_about_love.pngHi Tina,

How timely.

The path to brand loyalty is often like the path to wedded bliss. You begin by evaluating tangible attributes to determine if the brand is the best fit for you. After repeated purchase occasions, you form an emotional bond to the brand that goes beyond those tangible attributes. As researchers, when we ask folks why they purchase a brand, they often reflect on performance attributes and mention those as drivers of purchase. But, to really understand the emotional bond, we need to ask how you feel when you interact with the brand.

We recently developed a way to measure this emotional bond (Net Positive Emotion Score - NPES). By asking folks how they felt on their most recent interaction, we’re able to determine respondents’ emotional bond with products. Typical regression tools indicate that the emotional attributes are about as predictive of future behavior as the functional benefits of the product. This leads us to believe that at some point in your pattern of consumption, you become bonded to the product and begin to act on emotion—rather than rational thoughts. Of course, that doesn’t mean you can’t rate the performance dimensions of the products you buy.

Loyalty is a behavior, and behaviors are often driven by underlying attitudinal measures. You might continue to purchase the same product over and over for a variety of reasons. In a perfect world, you not only create a behavioral commitment, but also an emotional bond with the brand and, ultimately, the company. Typically, we measure this path by looking at the various stages you go through when purchasing products. This path begins with awareness, evolves through familiarity and consideration, and ultimately ends with purchase. Once you’ve purchased a product, you begin to evaluate how well it delivers on the brand promise. At some point, the hope is that you become an advocate for the brand since advocacy is the pinnacle of the brand purchase hierarchy. 

As part of our Consumer Pulse program, we used our EMPACT℠: Emotional Impact Analysis tool to measure consumers’ emotional bond (NPES) with 30 brands across 6 categories. How well does this measure impact other key metrics? On average, Net Promoters score almost 70 points higher on the NPES scale versus Net Detractors. We see similar increases in likelihood to continue (or try), proud to use, willingness to pay more, and “I love this brand.”

NPES.jpg

What does this mean? It means that measuring the emotional bond your customers have with your brand can provide key insights into the strength of that brand. Not only do you need to win on the performance attributes, but you also need to forge a deep bond with your buyers. That is a better way to brand loyalty, and it should positively influence your bottom line. You have to win their hearts—not just their minds.

Dr. Jay Weiner is CMB’s senior methodologist and VP of Advanced Analytics. He has a strong emotional bond with his wife of 25 years and several furry critters who let him sleep in their bed.

Learn More About EMPACT℠

Topics: NPS, path to purchase, Dear Dr. Jay, EMPACT, emotional measurement, brand health and positioning

Tablet Purchase Journey Relies Heavily on Mobile Web

Posted by Chris Neal

Thu, Oct 16, 2014

consumer pulse, tabletsWe all know the consumer purchase journey has changed dramatically since the “mobile web” explosion and continues to evolve rapidly. In order to understand the current state of this evolving journey, CMB surveyed 2,000 recent buyers of tablets in the U.S. We confirmed several things that we expected to see, but we also busted a few myths along the way: 

1. TRUE: “Online media and advertising are now essential to influence consumers.”

  • Reading about tablets online and online advertisements are the top ways in which consumers learn about new brands or products. [Tweet this.]
  • Nearly everyone we surveyed does some type of research and evaluation online before buying—most commonly using online-only shopping sites (e.g., Amazon, eBay, etc.), general web searches, consumer electronics store websites, review websites (e.g., CNET, Engadget, etc.), or tablet manufacturer websites.

2. TRUE: “The mobile web is becoming more important in the consumer purchase journey.”

  • Over half of buyers use the mobile web during the research and evaluation phase, and nearly 40% of buyers do so as a part of the final purchase decision (although very few people actually purchase a tablet using a mobile device). [Tweet this.]

3. FALSE: Mobile applications are becoming very important in the consumer purchase journey.”

  • Although the mobile web is now highly influential, very little purchase journey activity actually happens from within a mobile application per se. This could be because tablet purchasing isn’t something that happens frequently for more individual consumers (high-frequency activities lend themselves better to a dedicated app to expedite and track them). [Tweet this.]

4. FALSE: “Social Media is becoming very important in the consumer purchase journey.”

  • The purchase journey for tablets is indeed very “social” (i.e., word-of-mouth and consumer reviews are hugely influential), but precious little of this socialization actually happens on social media platforms in the case of U.S. tablet buyers. [Tweet this.]

5. FALSE: “The Brick and Mortar Retail Store is Dead.”

  • The rise of all things online does not spell the death of brick and mortar retail in the consumer electronics category. In-store experiences (including speaking with retail sales associated and doing hands-on demos of tablets) were one of the top sources of influence during the research and evaluation phase, regardless of whether they ultimately bought their tablet in a physical store. 
  • Next to ads, in-store experiences were the top source of awareness for new tablet brands and models. 41% of those who learned about new makes/models during the process did so inside of a physical retail store. [Tweet this.]
  • Half of all buyers surveyed actually bought their tablet in a physical retail store. [Tweet this.]

6. TRUE: The line between “online” and “offline” purchase journeys is becoming blurred.

  • Most people use both online and offline sources during their purchase journey, and they typically influence one another. People doing research online may discover that a tablet model they are interested in is on sale at a particular retailer. At the same time, something a retail sales associate recommends to a shopper in a store may spur an online search in order to read other consumer reviews and see where they can get the recommended model the cheapest and fastest. Smartphone-based activities from within a retail store are just as common as interacting with an actual salesperson face-to-face at this point. 

The mobile web is undoubtedly here to stay, and how consumers go about making various different buying decisions will continue to evolve along with future changes in the mobile web. Here at CMB, we will continue to help companies and brands adapt to these shifts.

Download the full report. 

For more on our mobile stitching methodology, please see CMB's Chris Neal's webinar with Research Now: Watch the Webinar

Chris leads CMB’s Tech Practice. He enjoys spending time with his two kids and rock climbing.

Topics: technology research, mobile, path to purchase, advertising, Consumer Pulse, passive data, retail research, customer journey

Guest Post: New Research Highlights Hotel Booking Path to Purchase

Posted by Carly Schott

Tue, Sep 02, 2014

Originally posted in Loyalty360's Loyalty Management magazine

CMB Consumer Pulse, Path to Purchase, Hotel BookingFor a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is the number of available sources to connect with consumers.With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information. When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

Check out our infographic here

For more on our mobile stitching methodology, please see CMB's Chris Neal's webinar with Research Now: watch the webinar

 

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

For a consumer looking to book a stay at a hotel, the good news is that the available sources to research and purchase are immense.

For a marketer looking to attract consumers to stay at a certain hotel, the challenge is that the available sources to connect with consumers is immense.

With this in mind, market research and consulting firm Chadwick Martin Bailey (CMB) recently conducted a study that illuminated the new hotel booking path to purchase – confirming that yes, a wide variety of channels and factors influence the consumer’s hotel decision for leisure travel. Adding to the complexity of this situation, these various sources are used very differently at different stages of the purchase journey.

“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”

The results, based on responses from over 2,000 consumers, show that mobile devices in particular are leveraged only at specific points in the decision-making process. Over 60% of consumers used a mobile device during their purchase journey, and almost half (49%) utilized these devices during the research and evaluation phase. But, when it came time to actually book the hotel, only 6% opted to use a mobile device to do so. Instead, booking online using a desktop or laptop was the method of choice for 68% of those surveyed.

And while online resources in general were popular, mobile applications were used infrequently throughout the journey – in total, only 6% of consumers used them at all, whether for social media or other online sites. Additionally, peer reviews greatly influenced decision-making, but these recommendations were sought through specific channels. Social media was utilized only 13% of the time, while consumer reviews were consulted more often at 59% of the time in total.

Finally, the research shows that customers want the best deal, as almost half took the time to compare room rates on sites like Expedia, Priceline, or Kayak. 36 percent of those who used one or more of these sites ultimately booked their stay with them.

According to Melanson, while the first challenge for marketers is navigating the large amount of sources of information, another challenge is taking a good look at the people who are utilizing this information.  When marketers understand who is going where for what information, this can help them understand which consumers they are losing to different sites in the purchase journey.

“Think about it from both the customer and device perspective,” Melanson says. “What is the customer trying to do at this stage in the journey, and is your content aligned with this?”

To download the entire report and view additional findings, click here.

- See more at: http://loyalty360.org/loyalty-management/september-2014-online-issue/new-research-highlights-steps-of-the-new-hotel-booking-path-to-purchase#sthash.DdWs5kej.dpuf

Topics: technology research, mobile, path to purchase, travel and hospitality research, Consumer Pulse, customer journey

New Consumer Pulse: Mobile Users Upending Hotel Path to Purchase

Posted by Judy Melanson

Tue, Aug 26, 2014

Our latest Consumer Pulse report—a study of 2,000 leisure travelers—found that mobile, social, and online factors influence travelers very differently at separate stages of the hotel booking purchase journey.

We know travelers have a ton of information at their fingertips as they plan and book hotels for their vacations. The challenge for hotels is to decide how to align marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.

For more information on how technology is changing the path to purchase download the full report here and see an infographic with a few of the findings below:

The New Hotel Booking Path to Purchase

Download the full report.

For more on our mobile stitching methodology, please see CMB's Chris Neal's webinar with Research Now: Watch the Webinar

Judy Melanson is the head of CMB's Travel and Hospitality Practice. She just returned from a very leisurely trip to South Africa and Zimbabwe.

Stephanie Kimball is CMB's Senior Marketing Manager and created the infographic above. She can't wait for her upcoming trip to London, Amsterdam, Munich, and Prague!

Topics: technology research, infographic, mobile, path to purchase, travel and hospitality research, Consumer Pulse, customer journey

Observations from the Shopper Insights Conference

Posted by Kathy Ofsthun

Mon, Jul 25, 2011

                                                                                        describe the image

I’ve settled back into my routine at the office, and I've been reflecting on what I got from the recent Shopper Insights Conference in Chicago.  I re-connected with old colleagues, and made new connections; so that makes the conference a success in my mind.  But there were also some definite standouts I want to share:

  • A Group Lunch with former P&G CEO A.G. Lafley – I was fortunate enough to be invited to a lunch with A.G. Lafley.  I was struck by his approachability, easy conversation style, and seemingly simple approach to leadership and innovation.  I asked him about timelines for innovation and after a great deal of sincere reflection said we could talk all day on the topic (he didn’t accept my offer to do so)!  We considered the difference between trends, which must be timely, and innovation, which requires experimentation, engineering, design, research, re-engineering, re-designing, etc. Ultimately, innovation isn’t trendy, it’s methodical, collaborative, and it takes time (up to six years for a new Pampers product)!  I saw one as proxy for the other, but now understand how different they are.

                                                                                                

  • Path to Purchase – There was a lot of insightful discussion of Consumer Insights vs. Shopper Insights.  Same person, different roles.  It reminded me of when a Director at a large corporation said ‘I know beer drinkers really well, but I hardly know anything about shopping for beer’.  This is a great distinction and great focus for the industry.

 

  • Overheard – “I feel like I’m in the 50’s.”   My first reaction was “huh?” But then I considered there might be some truth there.  On one hand, I listened to keynote speakers talk about advancements in neuroscience and its relationship to decision making.  On the other hand, several presenters recommended tried and true methods of research, e.g. virtual reality doesn’t trump ethnography.  As I stood in line to buy a hard copy book and have my charge card run through a manual card imprinter, I thought back to that 50’s comment. CPG and Retail have innovated tremendously, bringing us a steady stream of exciting new products and store formats.  So why is there still lingering doubt about embracing new methods of research?  I think the answer may lie with respect, respect for an industry that is innovative if not trendy.  It’s easy to throw innovation into a mission statement or corporate report, but embedding it into a methodical, engineered, and collaborative process is very hard to achieve.  For every new product out there, and every creative new store design, there is a history of smart people working together to bring it to market.  Innovation is in the wings, together with R&D, but it is not absent.

 

  • Holistic approach for a Win-Win – One of my favorite sessions (besides CMB’s presentation with Electronic Arts!), was presented by Bob Goodpaster from Hershey.  He showed how they are partnering with retailers to bring useable insights to their retail partners, often in the candy department, but also beyond.  Their broad scope, analytic team and collaborative approach were impressive.

 

Weigh in?  What did you take away?  I’d love to hear from you!

 

TMRE Banner

 

Are you planning on going to TMRE? CMB is an event sponsor and presenter at the conference. Feel free to use the code: TMRE11CMB when you register for a discounted price. We hope to see you there. Learn more about the conference here.

 

Posted by Kathy Ofsthun.  Kathy is an Account Director at CMB.   She is training for a late summer triathlon and likes to hike in the Green Mountains of Vermont!

Topics: path to purchase, conference recap, retail research