Leveraging digital insights via mobile channels
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Leveraging digital insights via mobile channels

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Leveraging digital insights via mobile channels...

Leveraging digital insights via mobile channels

Joanna Jen - Director, Kantar Digital - Kantar
Rolfe Swinton - Co-Founder & Director - Lumi Mobile

Covering the evolution of market research – why mobile now? Consumer and digital insights.

More in: Technology , Business
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  • 1. MOBILE RESEARCH MRMW11
  • 2. AGENDA–  Evolution of Market Research–  Why Mobile Now–  Consumer and Digital Insights–  Discussion 2
  • 3. AGENDA–  Evolution of Market Research–  Why Mobile Now–  Consumer and Digital Insights–  Discussion 3
  • 4. MARKET RESEARCH IS EVOLVING 4
  • 5. CONSUMER INSIGHTVISION FOR FUTURE EVALUATION STRENGTHEN INITIATIVES FOR DEPLOYMENT Resources required FUTURE FUTURE FUTURE INNOVATE / SENSE & CO-CREATE RESPOND Consumer interactions
  • 6. AGENDA–  Evolution of Market Research–  Why Mobile Now–  Consumer and Digital Insights–  Discussion 6
  • 7. We Have All Adopted these Tools Faster Than Anything Comparable Ever Before Source: Morgan Stanley 7©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 8. The Smart Devices Are Now More Popular Than PCs Source: Morgan Stanley 8©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 9. The Rates of Adoption are Accelerating Source: Apple 9©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 10. Mobile Devices Dec 2010 7 Bn World Population Millions 5000 5.2 Bn Cellphone subscriptions 4.1 Bn Active users of SMS 4000 4 Bn FM Radios 3.4 Bn Cameraphones 3000 2.2 Bn Bank Account Holders 2000 1.9 Bn Active users of MMS 1.8 Bn Internet Users 1.4 Bn Email users 1.4 Bn Users of the mobile internet 1.2 Bn All PCs 1.1 Bn Fixed Landlines 1000 850 M 3G+ phones 550 M Smartphones Source: Tomi Ahonen 10©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 11. People are using their mobile phones for all sorts of non call tasks Groups who have less access to PCs use mobiles even moreThe use of non-voice data applications has grown significantly over the African-Americans and Latinos lead whites in their use of mobilelast year The % of cell phone owners who use their phones to of data applicationsthe following: April 2009 May 2010 April 2009 May 2010 All White, non- Black, non- Hispanic (English- adults Hispanic Hispanic speaking) Take a picture Access the internet Own a cell phone 82% 80% 87% 87% 66 76 25 38 % of cell owners within each group who do the following on their phones Take a picture 76 75 76 83* Send/receive text messages 72 68 79* 83* Send or receive text massages Play music Access the internet 38 33 46* 51* 65 72 21 33 Send/receive email 34 30 41* 47* Play a game 34 29 51* 46* Record a video 34 29 48* 45* Play a game Send or receive instant messages Play music 33 26 52* 49* 27 34 20 30 Send/receive instant 30 23 44* 49* messages Use a social networking site 23 19 33* 36* Watch a video 20 15 27* 33* Send or receive email Record a video Post a photo or video online 15 13 20* 25* 25 34 19 34 Purchase a product Use a status update service Mean number of cell activities 11 10 4.3 10 8 3.8 13 13 5.4 18 15 5.8Source: Pew Research Center’s Internet & American Life Project, april 29 May 30, 2010 Trackign Survey. N=2,252 adults 18 and older; n=1,917 based on cell phone users * = statistically significant difference compared withwhites
  • 12. The Arrival of the “Exobrain” aka the Mobile Device 12.09AM 03 MARCH 2010 12©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 13. Why Have we Adopted the Exobrain?–  You keep it with you all the time–  You can easily upgrade it–  You outsource part of your memory to it–  You let it remember things, find things, guide you to things–  You sleep with it, you look at it when you wake up–  You can control it with your touch–  You can control it with your voice–  You can have it measure your biodata–  You can have it evaluate your emotional state and your activity 13©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 14. Source: Morgan Stanley 14©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 15. The Competition May Not Be Today’s Obvious Competition 15©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 16. WHY NOW1.  Mobile device coverage is essentially ubiquitous.2.  The mobile device is a multi-tasking machine and not just a telephone.3.  Access to the mobile Internet is becoming cheaper, faster and more reliable.4.  Feature-rich mobile phones are being adopted by the mass market. 16
  • 17. AGENDA–  Evolution of Market Research–  Why Mobile Now–  Consumer and Digital Insights–  Discussion 17
  • 18. Ubiquity User-centric Design Passive Bio / Neuro Data Gamification 12.09AM 03 MARCH 2010 18©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 19. The Lumi Platform was Built Specifically to Function Across allDevice Types as Applications and/or as HTML5 – Build Once,Deliver EverywhereMobile Phone & Tablet Devices– iOS (iphone, iPod Touch, iPad)– Android– Windows mobile– Nokia (all S40 and S60)– Sony Ericsson– LG S-class and derivatives– Samsung derivatives– RIM (Blackberry)Apps & HTM5– Native applications– HTML5 for mobile & PC web browsersOther Platforms– Facebook Application– Interactive TV © Lumi Technologies Inc. 2011
  • 20. Mobile is a Platform That Then Connects to Other Devices and Other Platforms Wifi/ Mobile Networks 3rd Party Devices Lumi Mobile Technology Lumi Mobile Server 3rd Party Servers Running on Any Mobile Device
  • 21. Touchpoints Example:Effective diary tool Touchpoints USA was launched in September 2010 by MBI and sponsored by CIMMAbout the service:–  Carefully designed respondent experience to maximise fun and ease of completing the diary–  Tailored reminder tools to ensure respondents remain engaged and complete their diaries on a very regular basis–  Ability to push custom follow on questions to individuals–  Ability to also capture passive respondent data such as their locations over the duration of the study–  Completion rates near 95% with satisfaction levels of 8/10
  • 22. Example:Touchpoints key usability features Simple navigation Clear reminder of the time period covered Icons bring ideas to life, making it friendly Clear reminder of where people are in the diary
  • 23. METER RESEARCH: Passive ObservationWhat Data are We Capturing? Rich Detail. Strong Concern for Privacy. 12.09AM 03 MARCH 2010 23 ©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.
  • 24. “Molly Bloom” Profile: As Gleaned by Lumi Technology•  “Molly” lives in a suburb of Denver in a three bedroom house worth about $244,000•  She typically gets up somewhere between 5:45am and 6:30am and is in bed by around 10:30 – 10:45pm.•  Molly works normally from about 8-9am until around 4-5 pm.•  She travels across the region to work, driving herself about 10 miles, often texting or checking email on the way•  She seems to be very budget conscious, e.g.: –  She shops around the city based on where she finds the best deals and coupons – while Target and WalMart are only 2.4 miles from her home and she shops at them, she will trek 3x further to JC Penney and other stores if she can get better deals –  She eats lunch at her office –  In the evenings, she eats out only occasionally but never at chain restaurants opting for more locally venues•  She behaves very differently at work versus when she is on her own time –  During her normal workday, she tends to use her mobile for business-related tasks, calls, scheduling, only occasionally using private email on her mobile or reading news when she is waiting –  During her evenings, she is •  Calling & texting friends and family •  Searching on health-related issues and clicking on health-related mobile ads (e.g. healthboards.com) •  Looking up things she is looking to buy and coupons to reduce costs •  Planning trips and travel (she likes to think about travel, planning both longer trips away and also short day events around the Denver area) •  Investigating restaurants to try and/orLumi book © to Technologies Inc. 2011
  • 25. Passive Tracking – Application Analysis (2)Ecosystem level analysis of total application usage & behaviors via ecosystemanalytics and app recommendation engines that take a installed based wideview App Vs App Usage / Time App Type Trends Breakdown Breakdown Median time: 84 Minutes © Lumi Technologies Inc. 2011 Median # Apps: 108
  • 26. Passive Interior Tracking, Location Analytics & Push SurveysUsing interior GPS or WiFi triangulation we can understand consumer behaviorinside retail and other public space as well – Example La Maquinista Mall !  High-value visitor statistics can be provided based on location, time, mobile user activity, e.g. © Lumi Technologies Inc. 2011
  • 27. Example:Worldwide advertising recall testing The Ad Recall Diary was Launched by Millward Brown in Early 2011Our Mobile Ad Recall Platform includes•  Remote management of surveys including video by location, date, time, and interviewer•  Supports 35+ languages including Chinese & Arabic•  Over the air & real-time updating of content•  Complete tracking of content shared with respondents•  Secure interviewer validation process•  High quality video compression and distribution management © Lumi Technologies Inc. 2011
  • 28. Passive Technologies Include Analysis of Facial ExpressionsPassive analysis of the face via Affectiva technology or others can provide anothermeans to test effectiveness of ads, media, etc. Real-time Passive Assessment of Emotions Expressed © Lumi Technologies Inc. 2011
  • 29. Passive Tracking of Human Biosigns & Neurological Data throughMobile Connected SensorsLumi Mobile is partnering with health care device manufacturers such as Toumaz Technologies totake clinical tools out of hospital and into the home About the service: •  Toumaz is a pioneer in ultra low power “Body Area Network” wireless sensing technologies •  Toumaz provides disposable smart “bandaids” that can continuously monitor key physiological parameters on the body and report to a base station in hospitals or via Lumi’s REACTOR platform to use any mobile device out of the hospital. •  The Lumi platform then ensures the data can be further filtered and processed by relevant end-users. © Lumi Technologies Inc. 2011
  • 30. Lumi Works with Health-related Businesses to Add the Mobile Aspectto their Technologies or Services Pa6ent% Educa6on% Social%Health% Telemedicine% &%Games% Lumi% Remote% Personalised% Monitoring% Mobile% Medicine% Pla-orm% © Lumi Technologies Inc. 2011
  • 31. Example:UbiqiHealth’s Service For Sufferers of Chronic Disease Powered by LumiLumi is able to provide a robust mobile & web solution to that helps patients track conditions, remindthem to take medicine, share thoughts and more About the service: •  Carefully designed respondent experience to maximise fun and ease of completing a pain diary, medication tracker & trigger tracking tools •  Easy for patients anywhere in the world, young or old to access and use this service via any mobile device •  Fully integrated with web services providing doctors, patients, and communities of disease sufferers all distinctive and secure ways to access and analyze the data © Lumi Technologies Inc. 2011
  • 32. The Mobile Device Can Morph into the Second Screen Providing aWhole New Layer to Television, Music, and Live Events While Also Serving as a Powerful Means to Generate Consumer Insight Children’s Game Live Programs Shows Sports Reality Politics Event TV TV Talk Shows
  • 33. Our “LumiLive” platform demonstrably enhances the viewing experience andkeeps people watching shows for longer ABC / Disney Oscars Event Was Produced With Ipsos in February 2011“LumiLive” offered a combination of chat, polls,predictions and prizes to engage the audienceas an overlay to the Oscars broadcast Viewers using Lumi’s service enjoyed the experience at least 25% more than nonuser viewers 88% of participants said the application made watching the Oscars more 92% enjoyable said it would make them more likely to watch live TV events © Lumi Technologies Inc. 2011
  • 34. Live Examples of Game Elements: ABC / Disney Oscars with Ipsos © Lumi Technologies Inc. 2011
  • 35. The “LumiLive” platform demonstrably enhances theviewing experience and keeps people watching shows for longerExample: ABC / Disney Oscars with Ipsos LumiLive users watched the Oscars 42% longer than non users 22% of users said they would pay for LumiLive 85% Participants made over 12 comments each on average of users participated in each LumiLive users enjoyed the Oscars event (poll, trace, quiz, etc) 50% more than non users 65% would have turned off the Oscars if they weren’t using LumiLive © Lumi Technologies Inc. 2011
  • 36. The Opportunities to Create New Services & NewBusiness Models Will Come From the Creativity ofLeveraging the Full Potential of this new Platform–  Active Surveys–  Passive Research–  “Games”–  Live & Social–  New Analytics–  Other New Technologies 12.09AM 03 MARCH 2010 36©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rightsreserved.
  • 37. AGENDA–  Evolution of Market Research–  Why Mobile Now–  Consumer and Digital Insights–  Discussion 37
  • 38. DISCUSSION: SOME CRITICAL QUESTIONS–  What do you get when you draw these lines of development out 3-5 years? –  Power of passive –  Gamification of research experiences –  Power of the new platforms –  Ubiquity of access –  Great user experiences –  Providing value back to the respondents–  What happens when there are no “dumbphones” left?–  What happens next to the development of the exobrain? 38
  • 39. Rolfe SwintonCo-Founderrolfe@lumimobile.comUSA +1 917 693 3541UK +44 7879627439 Joanna Jen Kantar Director joanna.jen@kantar.com m: +19176092700
  • 40. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter