MOBILE: THE BIGGEST DATA OF ALLSima VasaCEO and Co-Founder
According to IBM, the end-user community creates 2.5 quintillion bytesof data — so much that 90% of the data in the world ...
In the good old days …we relied on whatconsumerstold us
Status updates… Email… App…Internet shopping… Maps…Reviews… Gaming… Image andvideo capture… Streaming music,news, video, e...
MOBILE IS THE HUB FOR BIG DATATime Stamp/Day PartSurveysPassive Data CollectionGeo LocationPicturesVideoRetailDatabasesUPC...
Today… We addthe power ofpassive data
PASSIVE DATA:DELIVERING UNDISPUTED MARKET RESEARCHTime-stampGeo-locationcoordinatesCheck-insEXIF info
Advertising ResearchBrand Attribute ResearchMedia Buy AssessmentShopper InsightRequirements GatheringFocus GroupsPoint of ...
IMPLICATIONS?Advertising ResearchBrand Attribute ResearchMedia Buy AssessmentShopper InsightRequirements GatheringFocus Gr...
IMAGINE AWORLD….
MilkPEP Message Effectiveness EvaluationClient: MilkPEP• Objective: Guide grass rootsmarketing efforts by providingfeedbac...
Data Collection was performed on-site to capture respondentfeedback in the momentReasons for not using chocolate milkRecov...
MILK PEP- TodayBib Number ValidationLocationPicture uploadSurvey responses
MILK PEP-Future• Bib Number Validation• Capturing all race data that includes performancetimes, events etc.• Social Listen...
Valentine’s Day Shopper ExperienceEvaluation• Paradigm conducted a study tounderstand shoppers’experiences during the week...
Valentine’s Day Shopper Experience-FutureAnd Much More…Identify competitive stores in a specified radiusand understand sto...
IMPLICATIONS• Changes the respondent experience all together.Trust required. Capturing deeper attitudinalinformation and m...
Upcoming SlideShare
Loading in …5
×

Mobile: Biggest Data of All by Sima Vasa of Paradigm Sample - Presented at Insight Innovation eXchange North America 2013

333 views
209 views

Published on

In this session we will explore the explosion of Big Data through the mobile research lens. Mobile technology and the continuously connected consumer are major drivers of the Big Data phenomenon. More importantly, the collection of passive data via mobile technology along with the collection of targeted consumer insights enables undisputed market research and takes Big Data to the next level. In this session you will have the opportunity to examine some key data streams that can be collected via mobile devices and married to survey input. We will share case studies and also pose the challenges and opportunities facing the market research industry.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
333
On SlideShare
0
From Embeds
0
Number of Embeds
33
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile: Biggest Data of All by Sima Vasa of Paradigm Sample - Presented at Insight Innovation eXchange North America 2013

  1. 1. MOBILE: THE BIGGEST DATA OF ALLSima VasaCEO and Co-Founder
  2. 2. According to IBM, the end-user community creates 2.5 quintillion bytesof data — so much that 90% of the data in the world today has beencreated in the last two years alone.HOW BIG?
  3. 3. In the good old days …we relied on whatconsumerstold us
  4. 4. Status updates… Email… App…Internet shopping… Maps…Reviews… Gaming… Image andvideo capture… Streaming music,news, video, etc… Portability Collect info 24-7-365 Consumers interacting withbrands and with each other onsocial networksTHE CONNECTED CONSUMERUnprecedented access to consumers, to everything they do, andeverywhere they go:
  5. 5. MOBILE IS THE HUB FOR BIG DATATime Stamp/Day PartSurveysPassive Data CollectionGeo LocationPicturesVideoRetailDatabasesUPCPurchaseDetailsSocial MediaListening
  6. 6. Today… We addthe power ofpassive data
  7. 7. PASSIVE DATA:DELIVERING UNDISPUTED MARKET RESEARCHTime-stampGeo-locationcoordinatesCheck-insEXIF info
  8. 8. Advertising ResearchBrand Attribute ResearchMedia Buy AssessmentShopper InsightRequirements GatheringFocus GroupsPoint of Sale TrackingRetail ValidationPricing ResearchSegmentationPath to PurchaseDistribution AuditsAdvertising TrackingMarketing EffectivenessNew Product TestsGrassroots Message TestCompetitive LandscapeNew Product AcceptanceAdvertising CopyBrand Equity ResearchBrand AssociationBrand Name TestingCustomer SatisfactionEthnographyConsumption TrackingChannel TrackingMystery ShoppingIMPLICATIONS?
  9. 9. IMPLICATIONS?Advertising ResearchBrand Attribute ResearchMedia Buy AssessmentShopper InsightRequirements GatheringFocus GroupsPoint of Sale TrackingRetail ValidationPricing ResearchSegmentationPath to PurchaseDistribution AuditsAdvertising TrackingMarketing EffectivenessNew Product TestsGrassroots Message TestCompetitive LandscapeNew Product AcceptanceAdvertising CopyBrand Equity ResearchBrand AssociationBrand Name TestingCustomer SatisfactionEthnographyConsumption TrackingChannel TrackingMystery Shopping
  10. 10. IMAGINE AWORLD….
  11. 11. MilkPEP Message Effectiveness EvaluationClient: MilkPEP• Objective: Guide grass rootsmarketing efforts by providingfeedback on perceptions,attitudes and behavior related tothe benefits and consumption ofchocolate milk as a recoverybeverage for post work outs.• Execution: Data collection tookplace at Ironman and Rock’n’RollMarathon events-1,275 peopleprovided feedback.• Similar Studies- 80% ofDemographics are between 21-34
  12. 12. Data Collection was performed on-site to capture respondentfeedback in the momentReasons for not using chocolate milkRecovery beverages used, used most oftenImportance of factors for recovery beveragesAwareness of benefits chocolate milk as a recovery beverage
  13. 13. MILK PEP- TodayBib Number ValidationLocationPicture uploadSurvey responses
  14. 14. MILK PEP-Future• Bib Number Validation• Capturing all race data that includes performancetimes, events etc.• Social Listening to people who opted in to monitor“discussion” about recovery beverages includingchocolate milk.• Append to household information• Combined with traditional survey responses
  15. 15. Valentine’s Day Shopper ExperienceEvaluation• Paradigm conducted a study tounderstand shoppers’experiences during the week ofValentine’s Day.• In-store displays wereevaluated and respondentsuploaded photos.• Qualitative insights werecaptured around productselection, crowds, cleanlinessof store, and quality of in-storedisplays.
  16. 16. Valentine’s Day Shopper Experience-FutureAnd Much More…Identify competitive stores in a specified radiusand understand store selection –in the momentScan Items Purchased and SurveyDrivers for Item Selection- RealTimeLinked to Consumer Demographicsand Attitudes and Opinions
  17. 17. IMPLICATIONS• Changes the respondent experience all together.Trust required. Capturing deeper attitudinalinformation and more reliance on “hard” data fordetails around an event or occasion• The role and function of technology is crucialand it’s alignment to client service and sales• Change agents required on both client andagency side.

×