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Minimising the Experiential Gap in
today’s digital world
Guy Rolfe, Kantar Operations
                                          GUY ROLFE
Mobile Research Conference 2011, London   Global Mobile Knowledge Leader
                                          +44 (0) 1926 826866
                                          guy.rolfe@kantaroperations.com
Introduction

                is... one of the world's largest research, insight and consultancy
networks, uniting the diverse talents of specialist companies, including TNS,
Millward Brown and Added Value. Its 28,500 employees work across 100 countries
and across the whole spectrum of research and consultancy disciplines.




                             is…. Kantar’s specialist global operations group
tasked with leading operational strategy. It employs over 1000 staff in three
continents and is committed to the the efficient delivery of high quality data.
The Growth of the Experiential Gap


                          zzzzz
                       zzz
                  zzz
                 zzz
Realistic Expectations




      .




          The irony.... Gadget geeks still read printed magazines!
New Competitors




         In 2008 Kantar started the ‘InTouch’ initiative, a group wide
     collaboration to tackle the challenges of engagement and take on
                           these new competitors.
Wayne Gretzky

“I skate to where the puck's
going, not to where it has
been.”
The Importance of Experts
80%
25%
globally       have
                                                                                                           of mobile phones are in
                                                                                                           developing countries.
                                                                                                           Source:MWC2011
mobile phones with
internet access.
Source: Idate Jan2011
                                                          2.3b
                                                          TVs worldwide

                                                                             1.7b
                                                                             Internet users
                                                     5b
                                                     Mobile users worldwide                           20.2%
                                                                                                      Social
                                                                                                      networking
                                   3.05b                                                                                       12%
                                                                                                                               Entertainment
                                   SMS users worldwide                                                                         news
                        0.6b
                        IM users                                                        48.7%                                                   7%
                                                          46%                           News & sports
                                   1.3b                   On both mob
                                                          and pc                        information
                                                                                                                                                Financial

                                   Email users                           29%
                                                                         Exclusively                                                           7%
                                   worldwide                             on mobile
                                                           25%                                                                                 Movie info
                                                           Exclusively                                                                  5%
                                                           on pc                                                                        Business
                                                                                                                                        directory
                                                                                       Source: Morgan Stanley June 2010, MWC2011
The 5 senses
(according to Google)

Touch screen = skin

Microphone = ears

Speaker = voice

GPS chip= location

Camera = eyes
Mobile to web is natural




            Main menu:
            Welcome to the TNS shopper application.
            What would you like to do?

            o   Record new drink purchase
            o   Capture image
            o   Capture video
            o   Capture audio
            o   Scan barcode

            o Exit




            New drink purchase:
            Finally we would like you to take a photograph of
            the drink section/shelf in store. Are you happy to
            take a photo?


            o Yes take photo
            o No don’t take photo
Thank you

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'Minimising the experiential gap in today’s digital world' - Kantar (Mobile Research Conference 2011)

  • 1. Minimising the Experiential Gap in today’s digital world Guy Rolfe, Kantar Operations GUY ROLFE Mobile Research Conference 2011, London Global Mobile Knowledge Leader +44 (0) 1926 826866 guy.rolfe@kantaroperations.com
  • 2. Introduction is... one of the world's largest research, insight and consultancy networks, uniting the diverse talents of specialist companies, including TNS, Millward Brown and Added Value. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines. is…. Kantar’s specialist global operations group tasked with leading operational strategy. It employs over 1000 staff in three continents and is committed to the the efficient delivery of high quality data.
  • 3.
  • 4.
  • 5. The Growth of the Experiential Gap zzzzz zzz zzz zzz
  • 6. Realistic Expectations . The irony.... Gadget geeks still read printed magazines!
  • 7. New Competitors In 2008 Kantar started the ‘InTouch’ initiative, a group wide collaboration to tackle the challenges of engagement and take on these new competitors.
  • 8. Wayne Gretzky “I skate to where the puck's going, not to where it has been.”
  • 10. 80% 25% globally have of mobile phones are in developing countries. Source:MWC2011 mobile phones with internet access. Source: Idate Jan2011 2.3b TVs worldwide 1.7b Internet users 5b Mobile users worldwide 20.2% Social networking 3.05b 12% Entertainment SMS users worldwide news 0.6b IM users 48.7% 7% 46% News & sports 1.3b On both mob and pc information Financial Email users 29% Exclusively 7% worldwide on mobile 25% Movie info Exclusively 5% on pc Business directory Source: Morgan Stanley June 2010, MWC2011
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. The 5 senses (according to Google) Touch screen = skin Microphone = ears Speaker = voice GPS chip= location Camera = eyes
  • 16. Mobile to web is natural Main menu: Welcome to the TNS shopper application. What would you like to do? o Record new drink purchase o Capture image o Capture video o Capture audio o Scan barcode o Exit New drink purchase: Finally we would like you to take a photograph of the drink section/shelf in store. Are you happy to take a photo? o Yes take photo o No don’t take photo
  • 17.