1. 22. marketinški fokus - Ljubljana, 31.1.2007
Kako odkriti bistvo v kompleksnih omrežjih dobljenih z metodo veriženja
Vanja Govednik
22. marketinški fokus - Ljubljana,

2. 22. marketinški fokus - Ljubljana, 31.1.2007
Veriženje?
22. marketinški fokus - Ljubljana,

3. Zakaj veriženje?
Včasih so bile kategorije jasno definirane; temeljile so na lastnostih izdelkov
Pojavile so se oznamčeni izdelki pozicionirani na višjih nivojih: nivoju koristi in vrednot
Koristi & vrednote so postale osnova za pozicioniranje/komunikacijo
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4. 22. marketinški fokus - Ljubljana, 31.1.2007
Primer
Value-based incentives in discussion
22. marketinški fokus - Ljubljana,

5. 22. marketinški fokus - Ljubljana, 31.1.2007
Kako verižiti?
"an in-depth one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory
Throughout the interview basic, standardized, question is asked: “Why is this important to you?” By its help hierarchically superior concepts are obtained.
Advantages:
revealing of respondents’ motives influencing purchase decision
obtaining basis for communication and positioning of a product
Disadvantages:
time consuming
costly
inability of generalization of findings.
22. marketinški fokus - Ljubljana,

6. Metoda asociacijskih vzorcev
Hofstede,1998
Kvalitativna in kvantitativna faza
Association pattern technique consists of both a qualitative and a quantitative phase. The former – in combination with literature’s study – provides all possible concepts. The latter assesses the importance of each concept; most important concepts – made by any respondent – are used further in the research. The idea is to form two matrices: one comprised of characteristics/attributes and benefits and one of benefits and values (Figure 3). Respondents assess which concepts in each matrix are connected. All connections (with hierarchical superior concepts) are considered.
Advantages:
a step further toward quantification of laddering was made
some hidden elements might be found because the method works on the basis of respondent’s recognition
Disadvantages:
does not distinguish between less and more important hierarchical connections
dense and vast network is formed
possibility of missing elements
influence of the context of elements on the understanding of their meaning
isolation of elements; only a pair of elements at once is considered, not the whole chain
assumption of chains of length maximum 2 (containing only two arcs).
22. marketinški fokus - Ljubljana,

7. Sturkturno determinirano veriženje
Korenini, Batagelj, 2001
Kvalitativna in kvantitativna faza
STRUCTURALLY DETERMINED LADDERING
As Hofstede’s method also this one has a qualitative and quantitative phase. In the qualitative phase all possible elements and also chains are identified and a predefined network is formed. By using a series of directed probes, typified by the question "Why is this important to you" it identifies the specific linkages between product attributes, consumer benefits and consumer's value orientations. The data create a hierarchical value map. The graph is therefore defined as a set of vertices representing elements (attributes, benefits, values) and a set of lines representing relationship “is important to me because”. Those two sets determine a graph in which lines are directed and called arcs.
Advantages:
valid results
Disadvantages:
acquiring of obvious elements (working on the basis of recall)
limited with network obtained in the qualitative phase.
22. marketinški fokus - Ljubljana,

8. 22. marketinški fokus - Ljubljana, 31.1.2007
Alternativni pristop
Identifikacija elementov:
Kvalitativna faza + literatura
32 lastnosti
47 koristi
29 vrednot
Zbiranje podatkov:
Identifikacija verig > 3 elementov (matrika koristi- koristi)
Vpogled v “skrite” elemente in verige
Identifikacija pomembnih elementov in relevantnih povezav
Višja vpletenost anketirancev
Razlika od Hofstedejeve metode
Brez matrik
‘Inteligentni’ CAPI sistem
Pomembnost elementov
Relevantnost povezav
25 anketirancev za test
If we look at disadvantages of approaches towards the laddering methods, the main limitation is the generalization of results, which has proven to be very difficult, while keeping all the relevant information. There was some effort made toward it, but the outcome is not completely satisfactory. That is why we decided to improve and build on current quantification approaches. Mainly we further explore Hofstede’s technique
22. marketinški fokus - Ljubljana,

9. 22. marketinški fokus - Ljubljana, 31.1.2007
Pomembni elementi
For the data gathering the main issue is how to ask respondents to get matrices proposed by Hofstede (see Figure 3). In test-phase using matrices as an input for respondents was not perceived well. Therefore special “intelligent” CAPI system was developed just for such type of laddering method. To get test-data 25 respondents answered the questionnaire. For development purposes and demonstration of the new concepts this is enough, for real studies sample sizes between n=50 and n=100 are recommended.
Analysis
The data-set gathered includes following information for each respondent:
Importance of each attribute (A), benefit (B) and value (V) measured on a scale from 1 to 8 – 8 – the most important (see Figure 6 for results)
Relevance of connection between elements measured on a scale from 1 to 7 – 7 – very relevant.
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10. Umetnina na individualnem nivoju
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11. 22. marketinški fokus - Ljubljana, 31.1.2007
The Matrix revisited
The network of all respondents is also formed. Some network analysis methods can be used to gain important information. One of them is centrality analysis with the help of which we get insight in which are the important vertices in the network. The vertex is important if it has a lot of incoming or outgoing arrows. For a certain benefit this can mean that it is derived from many of products characteristics or that a lot of different values can be reached from it.
22. marketinški fokus - Ljubljana,

12. Kako najti relevantne verige izmed > 1 milijon možnosti
Elementi v verigi morajo biti pomembni
Povezave med elementi morajo biti smiselne
Isto verigo mora izbrati veliko število anketirancev
Kriteriji za definiranje smiselnih verig
The key question is how to reveal – out of this mess – the key most important combinations (ladders) of A-B-V, and not only that, we are interested also in hidden ladders that are maybe not as important, but have the potential to be.
Analytically – for the network presented on Figure 7 there are more than a million possible combinations of A-B-V, the question is how to make the criteria for importance of the a ladder. Several different approaches from Graph theory were examined so at the end it turned out that operationalizing of “most important” is quite simple:
Elements included in the ladder should be important. – Each element on respondent level gets a value which is importance divided by 8 (maximum importance). The joint importance of elements within the ladder is multiplication of them.
Connections among them should be relevant. - Each connection between two elements within the ladder on respondent level gets a value which is relevance divided by 7 (maximum relevance). The joint relevance of connections within the ladder is multiplication of them.
Ladder as a combination should have high frequency in respondent’s networks.
A special software application was developed that extracts ladders according to definitions above and restrictions such as minimum importance, minimum relevance, maximum length of the ladder and minimum frequency.
Poseben software
Izpiše verige, ki so v skladu z zgornjimi kriteriji
Z omejitvami: najmanjša pomembnost, smiselnost, frekvenca, dolžina verige
22. marketinški fokus - Ljubljana,

13. Kako najti smiselne verige
1 milijon
179 verig
The analysis that was limited to ladders of minimum importance of 0,45 , minimum relevance 0,85 and minimum frequency of 30% returned 179 combinations.Top-20 ladders according to frequency, importance and relevance are presented in a Figure 8. The first column shows frequency, the second one importance index, the third the relevance index, the fourth the attribute, the fifth the end value and the sixth and seventh benefits.
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14. 22. marketinški fokus - Ljubljana, 31.1.2007
Pomembni rezultati
Lastnost “vsebuje koščke sadja” se povezuje z zdravjem v enaki meri kot lastnost “probiotični”
Zdravje
Zdravje
Je zdrav
Je zdrav
Top scorers: probiotic-healthy- health, fruit pieces-healthy-health
Probio-tični
Vsebuje koščke sadja
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15. 22. marketinški fokus - Ljubljana, 31.1.2007
Pomembni rezultati
Primer Activie  visoka smiselna veriga z manj pomembnimi elementi je koristna za prepričljivo zgodbo
Zdravje
Je zdrav
Dober za prebavo
Probiotični
22. marketinški fokus - Ljubljana,

16. 22. marketinški fokus - Ljubljana, 31.1.2007
Pomembni rezultati
Če pogledamo vseh 179 kombinacij: probiotični je omejen na vrednote, ki so povezane z zdravjem; vsebuje koščke sadja pa se povezuje tako z zdravjem kot tudi z užitkom, svobodo...
There were some others pictures of probiotic but I am sure you did not want to see them
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17. X Pomembni rezultati 32 4 Vsebuje koščke sadja Brez dodatkov
Drugačna slika najbolj pomembnih lastnosti, koristi in vrednot X 32 4
The approach has proven that a lot of barriers for market penetration can be eliminated when followed properly.
Brez dodatkov
Probiotični
Sadni
Vsebuje koščke sadja
22. marketinški fokus - Ljubljana,

18. 22. marketinški fokus - Ljubljana, 31.1.2007
Sklepne misli
Gosta omrežja so skrčena na smiselno množico verig, ki so neposredno uporabne naročnikom
Veriženje je omogočeno na večjem številu anketirancev + bolj vpleteni anketiranci = večja veljavnost izsledkov
Metoda odkrije verige, ki jih kvalitativni oz. prejšnji pristopi niso uspeli odkriti
The approach has proven that a lot of barriers for market penetration can be eliminated when followed properly.
Poznane so verige posameznikov: MOŽNOST SEGMENTACIJE
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19. člani združenja ESOMAR
Tržaška 2
SI-1000 Ljubljana
Slovenija
SPSS
partnerji
Gazela
2003
člani združenja ESOMAR
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