A look at new technology for conducing marketing research. Sensors, wearable cameras, Wi-Fi and Video analytics and other emerging tools for observing and understanding consumer behavior.

1. Sensors, Wearable Tech
and other Research Tools
QRCA Texas Mtg – Sept 2014
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2. Revealing Insights for Clear Decisions
www.aperioinsights.com
aperio (Latin) to reveal,
uncover, make clear

3. WE ARE A
RESEARCH
COMPANY WITH
A SOFTWARE
MINDSET
“
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“

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5. Now Playing…
The Dashboard
Mystery
Rated LTE
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I can’t tell,
and that
scares me!
What’s going
on in there?

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8. Digital Ethnography — Sensors, Video and Apps
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9. Click here for video
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10. Phone Software Selection
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PhoneSheriff AirWatch iPinions +
TESTING
Lifemetrics
TESTING
CuriousAnalytic
s
TESTING
Software
Price $89/year per device $5-$10/device per month
for enterprise volume
Project based pricing
based on number of
respondents
Project based pricing based on
number of respondents
Project based pricing based
on number of respondents
Features • Requires
Jailbreak/rooting
• Requires access
to physical device
for setup
• Parental control
SW to monitor
and filter teen
activity
• Intrusive
• Leading enterprise
grade mobile device
management (MDM)
• Provides ability to
provision and control
SW and HW access
remotely
• Limited data logging
capabilities
• Downloadable app
• Common phone activity
and app usage data
captured and
accessible online
• Intended for research
• Owned by parent
company
ResearchNow
• In market ~ 1 year
• Downloadable app
• and app usage data
captured and accessible
online
• Intended for research
• Owned by parent company
SurveyAnalytics
• In market ~ 1 year
• Downloadable app
• and app usage data
captured and accessible
online
• Intended for research
• Developed by
experienced market
researcher
• In market ~ 6 months
Low Impact Solution Preferred
• Available for Android and iOS
• Convenient install/de-install
• Detailed data capture
• Minimal impact to device performance

11. OBD2 Dongles – Connected Car Trackers
ELM327 v1.5b
Bluetooth OBD-II
Wireless Transceiver
Dongle
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Plug-N-Track Davis Instruments
8226 CarChip Pro
Carvoyant
Device
Base HW Price $23.80 $149.00 $74.26 $199
Service Fee N/A – Bluetooth Only $19.99/month or $180
prepaid for 12-months
N/A – USB Cable Only 12-months service
included with developer
kit pricing
Cellular WAN Solutions Preferred
• Convenient install/de-install
• No end user interaction required
• Remote data access

12. Baseline Car ODB Data Capture Device
 Baseline ODB logging device
 Carvoyant unit with cellular WAN connection
 Location and diagnostic data via API
– RPM
– Speed
– Miles Driven
– Geo-Location
– Battery Voltage
– Diagnostic Trouble Codes
– Fuel Usage Rate
– Fuel Level
– Odometer Reading
 Key Advantages
– No cables or end user wireless device configuration needed
– Developer resources willing to customize API access
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13. ODB Car Data Processing Steps
 Currently Carvoyant batch processes data from device at the unit level
and sends JSON via tar.gz file
JSON Example
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 Unzip and convert JSON file into .csv file then manipulate the data
format for import into Tableau
 API level access to data is available and be used with IFFT type triggers
[
{
"id":1351632,
"timestamp":"2013-05-28
18:55:32+0000",
"key":"GEN_WAYPOINT",
"value":"32.116093,-80.807762",
"translatedValue":"32.116093,-
80.807762"
},{
"id":1351633,
"timestamp":"2013-05-28
18:55:32+0000",
"key":"GEN_SPEED",
"value":"31.2",
"translatedValue":"31.2 mph"
},{
"id":1351634,
"timestamp":"2013-05-28
18:55:32+0000",
"key":"GEN_VOLTAGE",
"value":"13.8",
"translatedValue":"13.8V"
}
]
Formatted for Tableau

14. OBD2 Dongles – Connected Car Trackers Cont.
Automatic Fuse
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Mojio
• Smartphone app that connects
you to your cars
• Off-the-shelf gizmo that plugs
into your car’s diagnostics outlet
• Personal cloud to connect your
car with the rest of your life
• Auto accessory that talks to
your car’s onboard computer
• Uses your smartphone’s GPS
& data plan to upgrade your
car's capabilities.
• A cellular and GPS device that
connects to almost any car
• Let you know what’s happening
under the hood and behind the
wheel

15. Equipment Selection Camera & DVR Options
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Stick-On”
 Inexpensive
 Easy install
 Built-In DVR /storage
 Single & dual cameras
“Component”
 Expensive
 Technician install
 Best control
 Up to 4 Cameras in a single video stream

16. Equipment Selection Camera & DVR Options
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“Stick-On” Trade Offs 1/3
 Field-Of-View

17. Minimalist Baseline — If Had to Choose a Single Camera
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For criteria of this project, we recommend:
 “Stick-On” over “Component”
R200 Dual-Camera over the others
–< $100 per unit including memory & shipping
– Simple, small & effective
–Countless pointing options
–Can capture over 18 hours
–Easy to install & post-process
–Night vision
– Albeit no GPS

18. Equipment Selection Mounting Systems & In-Car Setup
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 Options
 Suction Cup
 Clamps & Fixtures
– Proprietary
– Standard 1/4-20 Camera Mount
Best all-around location, shown
with included proprietary mount
FMVSS safety crash tested mount,
with a standard 1/4-20 adaptor

19. Example Video Data Capture and Compilation
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21. Yum! What other data can
you feed me?
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22. Wearable Video Tools – Streaming Too!
Record up to 5 hours of video.
Consumer product will be discontinued by end of 2014
Looxcie HD Looxcie LX2
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23. Wearable Cameras – Still Image Gear
Narrative Clip
• 5MP camera
• Up to 4,000 images per charge
• Internal rechargeable battery
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Autographer
• 5MP low-light image sensor
• Wide-angle lens
• Camera has 5 distinct sensors
• GPS module
• Up to 27 000 images stored
• 8GB internal memory
• Internal rechargeable battery
• Up to 12 hours of continuous use

24. Connected BLE Sensors ― Activity Tracking to Understand Habits
Easily monitor and track activities via low energy Bluetooth sensors.
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25. BLE Beacons & Tags
Estimote Beacons
Small wireless sensors that you can attach to any
location or object. They broadcast tiny radio signals
which your smartphone can receive and interpret,
unlocking micro-location and contextual awareness.
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Trackr BLE Tags
Bluetooth Low Energy-powered dongles helps you find missing items ― car
keys, wallet, purse or even your cat
Gimbal Beacons
(QUALCOMM)
Lets shopkeepers offer
area-based discounts and
information to customers
as they wander through
stores, with position
accuracy down to one foot.

26. Video Heat Mapping
 Uses software to locate, count and track
the movement of people focused within
40x40 sponsored event area (represented
in the output as colored dots)
– The video processing technology
provides a 'heat map' style indication of
crowd density and movement,
which includes a 'privacy' mode that
dramatically blurs out the images of
individual people. It does NOT support
facial recognition or provide
personal ID information
– Two different (2) camera views
– Data can be filtered and reviewed for
different time windows within the total
hours captured.
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Solution leverages discrete
cameras commonly found in retail
environments
On-Site laptop prepares
live camera data for
analysis

27. Video  Path Maps & Heat Maps
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 Trip wire set between the living
room and the kitchen.
Note: Arrows showing traffic mostly
heading towards the food.
Transform video into analytics and
business intelligence tool for deeper
understanding of consumers’
behaviors and need states. 

28. Video Camera Placement
CAMERA 2 – SIDE ENTRY
Two cameras were placed overhead to
provide coverage for most of the 40x40 booth space.
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CAMERA 1 – FRONT ENTRY

29. Video Camera Placement cont.
Bar was placed in far corner.
Activity in booth can be visualized from overhead video.
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30. Video Heat Maps
Using video heat maps provides a non-anecdotal record of activity.
Multiple camera angles can help understand patterns of
activity otherwise not visible from one perspective.
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31. Video Heat Maps Cont.
High-traffic and areas of increased dwell time included
seating space and around the display vehicle.
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32. Video Trip Wire Observations
Three “digital trip wires” were set up within the software for each of the two cameras to estimate
how many people entered an area and which direction they headed. Analysis over time may indicate
high and low-traffic areas, points of congestion, etc.
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NOTE: Drivers
entrance trip
wire was moved
between
Saturday and
Sunday to more
accurately reflect
traffic counts.
SATURDAY TRIP WIRES
Camera 1 Camera 2
SUNDAY TRIP WIRES
Camera 1 Camera 2
23 Aug - Trip Wire Front Entry 811
23 Aug - Trip Wire Side-Entrance 682
Total Aug. 23 Entries 1,493
24 Aug - Trip Wire Front Entry 821
24 Aug - Trip Wire Side-Entrance 711
Total Aug. 24 Entries 1,532
Total Aug. 23 + 24 Entries 3,025

33. Video Trip Wire Observations Cont.
Trip wire activity was similar for Saturday and Sunday with
peak times at the 40x40 event space from noon – 2 PM.
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34. Video Path Maps
 The video processing technology provides a ‘directional path map' of crowd
movement.
 System counts how many people cross that trip wire and also indicates
which direction most people went.
 Monitoring path maps over time provided feedback to optimize floor plans
and merchandising placement to purposely guide consumers to highlighted
points of interest.
Majority of attendees gravitated towards the drink reception area (44%)
or towards the vehicle (42%) upon entering the event display area.
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35. Video Path Maps Cont.
Directional traffic was split evenly among those who went left vs. right (49%).
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36. Wi-Fi Analytics Tool
 Senses Wi-Fi devices such as smartphones that come within range of the test
gear
– Only senses devices that have Wi-Fi turned on and are sending/receiving data
packets
 The test gear logs the unique ID of each device (MAC address) along with the
general zone of location
– The only information we observed about a device is the MAC ID and manufacturer.
We did not capture phone number, name, what activity was performed on
device, etc.
 Solution tracks which devices “came back” and were logged again at a later
time or date to indicate repeat traffic
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37. Example: LA Studio Stage 6 – Indoor Triangulation System
Red nodes represent the location of the three access points,
placed on the overhead lighting truss to focus on the 40x40 event display area.
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38. Wi-Fi Analytics – Known Devices
Solution is able to filter out known devices –
venue access points, staff devices, etc.
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39. Wi-Fi Analytics – Repeat Visitors
Analysis over two days shows 509 repeat visitors to event display area.
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Repeat visitors
may include
food servers
and wait staff
who may have
been carrying a
smartphone
with Wi-Fi
turned on.

40. Example of System Recognizing Location of Known Devices
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41. Wi-Fi Device Zone Map
Over 2 days, captured Wi-Fi samples representing 3,701 MAC
addresses; when compared with 3,025 entries to the event display
area (video trip wires), suggests that ~81% of active Wi-Fi devices
near the venue crossed a virtual trip wire to enter the 40x40 space.
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Legend:
• Green dots = access points
• Yellow dots = known devices
• Orange dots = event attendees
Note: Not all attendees carried a
Wi-Fi enabled device, or had their
device on, device may be in ‘sleep’
or ‘low power mode’ where the
Wi-Fi is largely inactive
23 Aug - Wi-Fi Samples 325,554
24 Aug - Wi-Fi Samples 287,546
23+24 Aug - Total Wi-Fi Samples 613,100
23 Aug - Saturday IDs 1,903
24 Aug - Sunday IDs 1,798
23+24 Aug - Total MAC IDs 3,701
23+24 Aug - Total IDs 3,701
23+24 Aug - Unique IDs 3,192
23+24 Aug - Repeat MAC IDs 509

42. Facial Sentiment ― Cara Emotion from IMRSV
 Computer vision software platform
– Uses existing cameras (wearable, mobile, tablet, PC)
– Measures audience data: emotions, demographics and attention
time in the real world
 Detects multiple people up to 25 feet using basic web camera
 Requires no calibration or setup; runs on low power/low latency
embedded devices
 90+% accuracy and responds in less than 20 milliseconds
 Available for Windows, OSX, Linux, Android and coming soon to iOS
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43. Demo: Cara Emotion from IMRSV
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44. Voice Emotion Sentiment ― Moodies Emotion Analytics
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45. In summary, Why Use This Stuff?
Sensors and
Wearables
provide context
for QUAL
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Augments and
Validates Diary
exercises
Reduce Bias
Detect Patterns
of Behavior a
Human Might
Miss

46. THANK YOU
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Mike Courtney
mike@aperioinsights.com
469-363-0109 | aperioinsights.com

47. About Aperio Insights
Who We Are
Marketing research professionals who have run global research departments for Fortune 500 companies and have a passion
for helping companies understand their customers’ motivation and preferences at a deeper level. We help uncover what they
like, don’t like and how much they are willing to pay for it.
We’re all familiar with the problem of “drowning in data” and the need for results that go beyond simple “information” to deliver
truly actionable insights.
– Raw data drowns you
– Information overloads you
– Insight guides you
What We Do
We are a full service research agency experienced in both qualitative and quantitative methodologies. As highly trained
researchers, we have in-house expert moderators, experienced survey writers, and analysts using the latest methods and
technology. Our sole purpose is to provide clients a level of understanding and clarity that guides and ultimately results in
better decisions.
Why We Do It
Understanding customer needs and preferences is an important part of identifying and validating new opportunities. It is
important to continually test and explore customer attitudes and beliefs to leverage opportunities while controlling risk.
How We Do It
– Laser focus on problem definition with a deep emphasis on actionable objective.
– Expert research design, data collection and analysis -- Our team holds advanced degrees in marketing research,
statistics and consumer psychology.
– A multimedia approach to communicating the insights and recommendations.
Why It Matters
The best marketing research won’t make the decisions for you, but leveraging research can drastically reduce wasting time
and money in the long run. Aperio Insights helps clients make knowledgeable, fact based decisions.
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48. e: mike@aperioinsights.com
m: 469.363.0109
www.aperioinsights.com
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