Augmented reality and the new convergence andrew reid

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Augmented reality and the new convergence andrew reid

  1. 1. Mobile and Community PanelsAugmented reality :: Big potential in MR
  2. 2. Mobile Penetration is going to change the way we doresearch!
  3. 3. By 2015, 62% of mobile phones will be “SMART”Mobile traffic hasnearly tripled since ‘08Over 15% of Google searches arevia mobileExplosion of growth in tabletcomputers
  4. 4. Mobile and Community Panels
  5. 5. Dual Mode Communities 12
  6. 6. Usability is Key
  7. 7. Key Advantages Community panel’s leveraging mobilePanelists have already been screened and profiled = ShortersurveysSurvey field windows can be greatly reduced = Clients can getanswers in hoursPanelists can participate when its convenient for them =better dataSurveys can be incredibly targetedBreak out mini qual groups are possible
  8. 8. Key Advantages mobile studies on a community panel“Over 30% of our responses for all surveys noware coming via mobile. I can turn around a studyin less then a day in most instances now”Head of Research for a major UK fashion retailer
  9. 9. Augmented Reality
  10. 10. Augmented RealityWikipedia Definition:Augmented reality (AR) is a live, direct orindirect, view of a physical, real-worldenvironment whose elements areaugmented by computer-generatedsensory input such as sound, video,graphics or GPS data.
  11. 11. SixthSense – Pranav Mistry2009
  12. 12. What it means to us now
  13. 13. 2 Ideas1. Could this work in the context of understanding brand awareness/ consumption2. Could this technology work in FMCG
  14. 14. Brand Awareness and Connection
  15. 15. The Idea• Understand how brands connect with consumers – Identify 5-6 brands in a category or segment – Ask consumers to answer specific questions every time they come into contact with the specific brands. (product or advertising)
  16. 16. How it would work
  17. 17. How it would work
  18. 18. How it would work
  19. 19. How it would work
  20. 20. How it would work
  21. 21. How it would work
  22. 22. How it would work
  23. 23. Demo
  24. 24. So what could we learnOccasion dataAd recall for the whole marketingcommunications mix (not easy to collect)Create a link between encountering adsand brand usage?
  25. 25. Whats is missing Bad ass image recognition
  26. 26. TakeawaysConsumers are exposed to brands in more andmore ways beyond traditional advertising.Marketers need to be able to deconstruct andanalyze these touch points in order to fullyunderstand (and act) upon the data.
  27. 27. Package testing
  28. 28. So what do you get?Test new concepts ‘in situ’ • Realtime • Geolocation • Type of exposure logged • Attitudinal survey questions • Call to action and influence of each exposure
  29. 29. Thank You!

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