Leveraging Quantified Self Movement for Market Research Purposes - Kantar

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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

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