0
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
© 2013 Kantar Health
Leveraging Quantified Self
Movement for Market
Research Purposes
2
© 2013 Kantar Health
www.kantarhealth.com
Quantified
Self
Inputs
 Food
 OTC/Rx
 Sleep
 Local air quality
States
 Mo...
3
© 2013 Kantar Health
www.kantarhealth.com
Passive Supporting the Active
TRUE 360 Degree View of Consumer
Smart
Analysis
...
4
© 2013 Kantar Health
www.kantarhealth.com
Don’t look at Quantified Self
data in isolation
4
Integration of Data Sets for...
5
© 2013 Kantar Health
www.kantarhealth.com
Just because we CAN do something, doesn’t
mean we SHOULD
5
6
© 2013 Kantar Health
www.kantarhealth.com
Currently, we engage with study participants
limited time
00.20.00HOURS MINUTE...
7
© 2013 Kantar Health
www.kantarhealth.com
By linking into QS, we can get more time
with participants
 Passive, self-tra...
8
© 2013 Kantar Health
www.kantarhealth.com
9
© 2013 Kantar Health
www.kantarhealth.com
10
© 2013 Kantar Health
www.kantarhealth.com
11
© 2013 Kantar Health
www.kantarhealth.com
I don’t monitor my
blood glucose levels
Once a week
A few times a week
Every ...
12
© 2013 Kantar Health
www.kantarhealth.com
Going for even deeper understanding of diabetics
 Now layering in fitness an...
13
© 2013 Kantar Health
www.kantarhealth.com
Enhanced Patient Segmentation Studies
 Groups consumers with same
attitudes ...
14
© 2013 Kantar Health
www.kantarhealth.com
Leveraging QS Can Get Us More Detailed and
Accurate Data to Inform…
 Exercis...
15
© 2013 Kantar Health
www.kantarhealth.com
Oncology: Drug that doesn’t extend life but
enables participation in life
 F...
16
© 2013 Kantar Health
www.kantarhealth.com
Internet-connected toothbrushes
Link between oral hygiene
and overall health ...
17
© 2013 Kantar Health
www.kantarhealth.com
Womb to Tomb Tracking
18
© 2013 Kantar Health
www.kantarhealth.com
QUANTIFIED BABY!
19
© 2013 Kantar Health
www.kantarhealth.com
Mimo Onesie Sleep Monitor
20
© 2013 Kantar Health
www.kantarhealth.com
Internet-connected baby scale
21
© 2013 Kantar Health
www.kantarhealth.com
Huggies Internet-connected diaper
22
© 2013 Kantar Health
www.kantarhealth.com
23
© 2013 Kantar Health
www.kantarhealth.com
 New Moms a key target
market
 We get limited time with
new Moms
No consis...
24
© 2013 Kantar Health
www.kantarhealth.com
Numerous research applications across
multiple infant categories
25
© 2013 Kantar Health
www.kantarhealth.com
Quantified Dog!
26
© 2013 Kantar Health
www.kantarhealth.com
From market research perspective, still
unexplored territory
27
© 2013 Kantar Health
www.kantarhealth.com
Key Takeaways
Passive Supporting Active
Data Collection
 Superior Retention
...
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Upcoming SlideShare
Loading in...5
×

Leveraging Quantified Self Movement for Market Research Purposes - Kantar

512

Published on

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

No Downloads
Views
Total Views
512
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Leveraging Quantified Self Movement for Market Research Purposes - Kantar"

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. © 2013 Kantar Health Leveraging Quantified Self Movement for Market Research Purposes
  5. 5. 2 © 2013 Kantar Health www.kantarhealth.com Quantified Self Inputs  Food  OTC/Rx  Sleep  Local air quality States  Mood  Stress  Blood glucose  Blood pressure Physical Performance  Steps taken  Calories The “Quantified Self” Movement Not New. But Now at Tipping Point 2 Influx of affordable, non- intrusive technology making it easier to acquire data on aspects of one’s daily life
  6. 6. 3 © 2013 Kantar Health www.kantarhealth.com Passive Supporting the Active TRUE 360 Degree View of Consumer Smart Analysis Passive Data Collection Active Data Collection
  7. 7. 4 © 2013 Kantar Health www.kantarhealth.com Don’t look at Quantified Self data in isolation 4 Integration of Data Sets for 360 Degree View of Consumer Survey Data Social media and lifestyle data Wearable Tech and Mobile App Data Qual Data
  8. 8. 5 © 2013 Kantar Health www.kantarhealth.com Just because we CAN do something, doesn’t mean we SHOULD 5
  9. 9. 6 © 2013 Kantar Health www.kantarhealth.com Currently, we engage with study participants limited time 00.20.00HOURS MINUTES SECONDS
  10. 10. 7 © 2013 Kantar Health www.kantarhealth.com By linking into QS, we can get more time with participants  Passive, self-tracking data could be collected over weeks or months  Less attrition due to QS tie-in  Can even enable us to conduct ethnographic type studies efficiently 7 Get MORE, BETTER Data!
  11. 11. 8 © 2013 Kantar Health www.kantarhealth.com
  12. 12. 9 © 2013 Kantar Health www.kantarhealth.com
  13. 13. 10 © 2013 Kantar Health www.kantarhealth.com
  14. 14. 11 © 2013 Kantar Health www.kantarhealth.com I don’t monitor my blood glucose levels Once a week A few times a week Every other day Once a day More than once a day 26 7 4 16 14 33 200 UK Diabetics with Internet- Connected Glucose Monitors for 2 Weeks 11 Claimed blood glucose monitoring 67% 90% Retention Measured Mood levels against monitoring data. Base: (202)
  15. 15. 12 © 2013 Kantar Health www.kantarhealth.com Going for even deeper understanding of diabetics  Now layering in fitness and social media data  Fitness sensors  Social Media/Lifestyle  Correlations bet. blood glucose, exercise diet & mood Hobbies, travel, beliefs?
  16. 16. 13 © 2013 Kantar Health www.kantarhealth.com Enhanced Patient Segmentation Studies  Groups consumers with same attitudes into segments that can be profitably targeted  Enables us to focus marketing on Meaningfully distinctive groups Can be easily targeted
  17. 17. 14 © 2013 Kantar Health www.kantarhealth.com Leveraging QS Can Get Us More Detailed and Accurate Data to Inform…  Exercise  Diet habits  Likes/Hobbies/Music  Travel  Commentary around healthcare, specific disease state or just general lifestyle Behavior Attitudes
  18. 18. 15 © 2013 Kantar Health www.kantarhealth.com Oncology: Drug that doesn’t extend life but enables participation in life  Fitness sensor, pain diaries, short surveys = insights on active patients against general pop. Correlate pain levels with activity  Helps healthcare providers manage patient pain better Monitor workforce contribution  Active, working patients pay into healthcare system
  19. 19. 16 © 2013 Kantar Health www.kantarhealth.com Internet-connected toothbrushes Link between oral hygiene and overall health & fitness  Passive  Brushing frequency, duration Physical activity  Active Mood scale Food & drink Health problems
  20. 20. 17 © 2013 Kantar Health www.kantarhealth.com Womb to Tomb Tracking
  21. 21. 18 © 2013 Kantar Health www.kantarhealth.com QUANTIFIED BABY!
  22. 22. 19 © 2013 Kantar Health www.kantarhealth.com Mimo Onesie Sleep Monitor
  23. 23. 20 © 2013 Kantar Health www.kantarhealth.com Internet-connected baby scale
  24. 24. 21 © 2013 Kantar Health www.kantarhealth.com Huggies Internet-connected diaper
  25. 25. 22 © 2013 Kantar Health www.kantarhealth.com
  26. 26. 23 © 2013 Kantar Health www.kantarhealth.com  New Moms a key target market  We get limited time with new Moms No consistent routine  By recruiting them to connect QB data, their actual time won’t be necessary In terms of active involvement From Quantified Self > Quantified Baby
  27. 27. 24 © 2013 Kantar Health www.kantarhealth.com Numerous research applications across multiple infant categories
  28. 28. 25 © 2013 Kantar Health www.kantarhealth.com Quantified Dog!
  29. 29. 26 © 2013 Kantar Health www.kantarhealth.com From market research perspective, still unexplored territory
  30. 30. 27 © 2013 Kantar Health www.kantarhealth.com Key Takeaways Passive Supporting Active Data Collection  Superior Retention  Longitudinal Studies  Accuracy  Survey > lifestyle platforms  Still a lot to learn  MORE, BETTER DATA = BETTER INSIGHTS 27
  31. 31. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  32. 32. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  33. 33. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×