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Accessing the Already Connected Consumer

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This session explores some of the developments that both the consumer landscape and the Market Research industry are undergoing to better pinpoint real consumer opinion.
Access the recording of this webinar via the NewMR website: NewMR.org/Play-Again

The session covers;

- Meeting consumers on their device and how researchers can leverage the relationship people have with their smartphones

- Engaging through modern survey design and how to communicate to achieve considered, valuable responses

- Connecting through social media channels and leveraging an environment where consumers are already active, such as WeChat (reported to be used by 98% of China’s online users)

- Creating conversation by using Artificial Intelligence to bridge the gap between qualitative and quantitative approaches

- Applying Machine Learning to detect fraudulent activity and increase speed, capacity and the validity and consistency of data outputs

The audience will be left with understanding and examples that show, although there can be a lot of moving parts when integrating technology into survey research and connecting multiple audiences, by thinking about the already connected consumer you can find an easier path to simplifying and improving your data.

The speakers are:
- May Ling Tham (Director, Asia, Modern Survey Design, Kantar)
- Vivien Le Masson (Senior Director, Asia, Innovation & transformation, Kantar)

Moderation by NewMR co-founder, Ray Poynter.

This webinar was presented on 4 September 2019

Published in: Education
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Accessing the Already Connected Consumer

  1. 1. Accessing the Already Connected Consumer Sponsored Webinar, 4th September 2019 #NewMR 2019 Vivien Le Masson Senior Director, Asia, Innovation & transformation, Kantar May Ling Tham Director, Asia, Modern Survey Design, Kantar
  2. 2. ACCESSING THE ALREADY CONSUMER
  3. 3. 3 BETTER UNDERSTAND AUDIENCES THROUGH THE ADOPTION OF NEW TECHNOLOGIES
  4. 4. 4 1. PERMISSION-BASED 2. PREFERRED TOOLS AND TOUCHPOINTS 3. FAMILIAR LANGUAGE AND ENVIRONMENT
  5. 5. 5 MEETING CONSUMERS ON THEIR DEVICE(S) LEVERAGING THE RELATIONSHIP PEOPLE HAVE WITH THEIR MOBILE DEVICES
  6. 6. 6 9 out of 10 PEOPLE ARE ONLINE VIA THEIR SMARTPHONE Source: Kantar Consumer View: Devices and Subscriptions Survey, May 2019, N= 2700, Kantar Profiles Network and LifePoints Panel, US, BR, UK, DE, FR, ES, AU, IN, SG, CN. All bases are relevant to the online population for each country.
  7. 7. SMARTPHONE OWNERSHIP IS HIGHEST IN ASIA AND BRAZIL Smart TV’s and Desktops are also more popular than Tablets across most of Asia and Brazil Source: Kantar Consumer View: Devices and Subscriptions Survey, May 2019, N= 2700, Kantar Profiles Network and LifePoints Panel, US, BR, UK, DE, FR, ES, AU, IN, SG, CN. All bases are relevant to the online population for each country. 87% 96% 98% 98% 91% 98% 87% 98% 81% 21% 40% 17% 31% 25% 16% 17% 15% 19% AVERAGE China Singapore India UK Spain Germany Brazil USA Voice Activated Smart Speaker Smart Watch Smart TV Tablet Laptop Smartphone
  8. 8. What do people think? WHAT WE GET FROM EACH SOURCE IS UNIQUE IT HELPS CONTRIBUTE TO A HOLISTIC UNDERSTANDING OF THE CONSUMER Off or online OLD MR What do people do? What do people say? What do people need? LISTENING & MINING Online, cross-channels, cross-devices NEW MR ASKING
  9. 9. 9 ENGAGING WITH MODERN SURVEY DESIGN HOW TO COMMUNICATE TO ACHIEVE CONSIDERED, VALUABLE RESPONSES What do people think? SURVEYS Off or online OLD & NEW MR ASKING
  10. 10. DESIGN WITH THE CONSUMER IN MIND AWARD-WINNING SURVEY DESIGN TEAM & TOOL INTELLIGENT LAYOUT RULES THAT ARE STRUCTURALLY ADAPTIVE Touch screen Features • Click ranking • Animated Sliders • Option nesting • Collapsing Grids • Advance drag and drop features FULLY ADAPTIVE TO ANY DEVICE What do people think? SURVEYS Off or online OLD & NEW MR ASKING
  11. 11. TRANSFORMING SURVEYS INTO STORIES GOOD SURVEY NARRATIVE IS KEY TO HOLDING THE CONSUMERS ATTENTION What do people think? SURVEYS Off or online OLD & NEW MR ASKING
  12. 12. 12 ENGAGE THROUGH GAMIFICATION 1 Making it voluntary 2 Giving it some purpose 3 Apply some rules 4 Delivering rewards TURN SURVEY TASKS INTO A GAME What do people think? SURVEYS Off or online OLD & NEW MR ASKING
  13. 13. 13 3 out of 4 PEOPLE USE SOCIAL APPS
  14. 14. What do people say? LEVERAGING CONSUMERS HYPER- ACTIVITY ON SOCIAL MEDIA LISTEN A real-life snapshot of what consumers are saying. ENGAGE Not just about listening: Social channels are extending into the private space of messaging. Enters Conversational AI. ▪ A self-learning environment ▪ An open, intelligent and adaptive dialogue ▪ Rich ‘one to one’ conversations at scale SOCIAL LISTENING & MINING Online, cross- channels, cross- devices NEW MR
  15. 15. ENGAGE THROUGH CONVERSATIONAL AI We’re evolving in an environment people are already familiar with 1. Hyper-engaging 2. Have a persona 3. Tick all mobile-first boxes Chatbots are for Diaries / Close-ended with very limited answer list. Conversational AI is for Open chat mode It delivers: ▪ Higher response rate than any other channels ▪ WeChat: 35% response rate. ▪ Messenger: we’ve seen averages of 50%+ ▪ Validation through technology. ▪ Immediate rewards: higher engagement What do people say? SOCIAL LISTENING & MINING Online, cross- channels, cross- devices NEW MR
  16. 16. TYPE ▪ DIGITAL AD TRACKER ▪ AD & CONCEPT TESTS ▪ BRAND LIFT ▪ BARRIERS & TRIGGERS ▪ DIARY MARKETS ▪ CHINA ▪ INDONESIA ▪ VIETNAM ▪ SINGAPORE ▪ KOREA ▪ JAPAN ▪ AUSTRALIA ▪ INDIA ▪ USA ▪ MEXICO ▪ UK ▪ ITALY ▪ SOUTH AFRICA ▪ GERMANY INDUSTRY ▪ FMCG ▪ TELCO ▪ PUBLIC HEALTH ▪ FASHION ▪ ADVERTISING VOICE ACTIVATED ▪ ALEXA “PRODUCT FEEDBACK” SKILL ▪ TRAINED OFF CLIENT’S CRM DATA CAI EXAMPLES What do people say? SOCIAL LISTENING & MINING Online, cross- channels, cross- devices NEW MR
  17. 17. CONVERSATIONAL AI DOESN’T REPLACE ANYTHING. IT BRIDGES THE GAP BETWEEN QUALITATIVE AND QUANTITATIVE APPROACHES IT DELIVERS MORE IMPACTFUL CONSUMER ENGAGEMENT HELPING BRANDS BETTER UNDERSTAND AUDIENCES THROUGH REAL-TIME, NUANCED INSIGHT … AT SCALE. What do people say? SOCIAL LISTENING & MINING Online, cross- channels, cross- devices NEW MR
  18. 18. What do people need? SEARCH & WEB INTELLIGENCE UNDERSTAND YOUR CATEGORY’S DIGITAL LANDSCAPE & REVEAL YOUR COMPETITORS DIGITAL STRATEGY SEARCH LISTENING & MINING OPTIMIZE ▪ Organic & paid acquisition (SEO, SEM, Media buying) against competitors ▪ Customer acquisition & track competitors marketing activities DISCOVER ▪ Market share of individual keywords ▪ Which channel performs better / Partnerships worth investing in UNDERSTAND ▪ Customers digital footprint and behaviors to retain & grow their audience BENCHMARK ▪ Website against competitors Online, cross- channels, cross- devices NEW MR
  19. 19. What do people do? PASSIVE BEHAVIOURAL DATA PASSIVE LISTENING & MINING EXPANDING OUR UNIVERSE THROUGH DIGITAL AUDIENCE PROFILING INTEGRATE More and more data can be integrated through look-alike profiling / segment matching. Data matching & profiling is intended to broadly capture behaviors patterns of similar audiences. DEEPDIVE While helping to deep dive into the profiling of your key audience(s) this data can also help to inform partner marketing and refine both content and targeting. Online, cross- channels, cross- devices NEW MR
  20. 20. What do people do? PASSIVE LISTENING & MINING ENRICH THROUGH PASSIVE DATA ▪There are many ways of getting & analyzing passive data ▪Data matching and profiling is not intended to be performed on datasets for exact matching purposes ▪There are ways to work with respondent-level data to link up with survey results ▪Very much like Social data this is highly about volumes Online, cross- channels, cross- devices NEW MR
  21. 21. What do people do? PASSIVE BEHAVIOURAL DATA EXAMPLES PASSIVE LISTENING & MINING ▪Travel / location habits ▪Hobbies, or Gaming habits ▪Consumers’ Data usage ▪Opportunity moments through real – not claimed – data ▪Opportunity gaps between emotive factors (survey) and real digital behaviors ▪Understand the full consumer journey Online, cross- channels, cross- devices NEW MR
  22. 22. APPLYING MACHINE LEARNING TO DETECT FRAUDULENT ACTIVITY We estimate it has cost the industry tens of millions of dollars over the past five years. Fighting it will also increase speed, capacity and the validity and consistency of data.
  23. 23. The algorithm identifies features that identify propensity for fraud in newly registered panellists and predicts future fraudulent behaviour. SOLVING THE PROBLEM USING A ML CLASSIFICATION MODEL TO MORE ACCURATELY IDENTIFY FRAUDULENT ACTIVITY
  24. 24. 24 THINKING ABOUT THE ALREADY CONNECTED CONSUMER CAN SIMPLIFY THE INTEGRATION OF NEW TECHNOLOGY AND UNLOCK NEW AUDIENCES
  25. 25. Q & A #NewMR 2019 Ray Poynter NewMR Vivien Le Masson Kantar May Ling Tham Kantar

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