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Leveraging Quantified Self Movement for Market Research Purposes - Kantar
- 4. © 2013 Kantar Health
Leveraging Quantified Self
Movement for Market
Research Purposes
- 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. 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. 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. 5
© 2013 Kantar Health
www.kantarhealth.com
Just because we CAN do something, doesn’t
mean we SHOULD
5
- 9. 6
© 2013 Kantar Health
www.kantarhealth.com
Currently, we engage with study participants
limited time
00.20.00HOURS MINUTES SECONDS
- 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!
- 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. 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. 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. 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. 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. 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
- 24. 21
© 2013 Kantar Health
www.kantarhealth.com
Huggies Internet-connected diaper
- 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. 24
© 2013 Kantar Health
www.kantarhealth.com
Numerous research applications across
multiple infant categories
- 29. 26
© 2013 Kantar Health
www.kantarhealth.com
From market research perspective, still
unexplored territory
- 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