The document discusses passively measuring consumers' digital lives through metering technology that collects data in the background of devices. It measures internet, voice/text, purchasing, location and app use. The passive measurement provides benefits for clients like understanding digital customer journeys and emerging trends. While concerns about privacy exist, passive measurement allows understanding of behavior that surveys cannot. The authors suggest future areas could include measuring emotions through neuroscience to understand why, not just what.

1. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
Marke;ng
Sciences
Unlimited
Tom
Wormald
ICM
Unlimited
September
2015
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard

2. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Why
measure
passively?
1. Historical
inaccuracy
2. Poor
recall
3. Subconscious
behaviour
4. Lack
of
understanding
5. Sensi;ve
behvaiour

3. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
The
tool
uses
passive
metering
technology
which
collects
data
in
the
background
of
PCs,
laptops,
tablets
and
smartphones.
Tracking
across
mulJple
devices
for
each
respondent.
What
is
passive
measurement?

4. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
What
we
measure
Internet
Voice
&
text
Purchasing
LocaJon
App
use

5. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
How
does
it
work
for
the
consumer?
Easy
process
1. Sign-­‐up
2. Download
the
app
3. Use
devices
as
normal
But
fears
to
overcome
• Privacy
• BaRery
life
• Device
memory

6. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
The
client’s
experience
We
track
ac;vity
across
devices
-­‐
not
only
on
mobile
and
tablet
but
also
on
PC
Whatever
ac;vi;es
we
can
track
for
a
brand’s
customers,
we
track
for
their
compe;tors
too
If
we
don't
understand
a
behaviour,
or
want
to
know
more,
we
just
ask
–
using
the
right
research
tools
1
2
4
Unlike
click-­‐trackers
or
app
aggregators,
this
approach
starts
with
the
user
so
is
rich
in
consumer-­‐level
data
3

7. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Flexible
approach
Sample
Outputs
Data source
1
2
3

8. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Client
benefits
of
passive
Follow
the
online
purchasing
journey
IdenJfy
emerging
digital
trends
OpJmisaJon
of
discovery
and
search
RaJonalisaJon
of
web/app
porXolio

9. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Stats
on
actual
app,
web
&
search
use
45
31
27
18
17
11
9
8
6
5
4
33
16
25
17
23
12
9
5
6
4
2
%
smartphone
owners
who
used
app
in
last
month
9.2
0.9
3.5
0.2
12.2
4.0
0.4
4.2
2.7
3.2
2.9
7.1
1.1
3.1
0.1
1.3
2.0
0.2
0.7
2.8
4.7
3.6
Average
minutes
spent
on
app
per
day
Female
Male
Source:
Reflected
LIfe
May
2015
Base:
%
people
who
use
app:
Female=
372,
Male=
300
Base:
Average
minutes
(those
who
use
app):
Facebook:
Female=167,
Male=99;
Messenger:
Female=114,
Male=49;
WhatsApp:
Female=102,
Male=74;
Google+:
Female=66,
Male=52;
YouTube:
Female=64,
Male=68;
TwiRer:
Female=40,Male=36;
Hangouts:
Female=35,Male=26;
Instagram:
Female=28,Male=14;
Skype:
Female=21,Male=18;
Viber:
Female=18,
Male=11;
Snapchat:
Female=15,Male=7

10. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Crea;ng
digital
customer
journeys

11. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Where
do
we
go
next?

12. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
feel
do
think
neuroscience
passive
measurement
the
emoJonal
revoluJon
Understanding
the
why
as
well
as
the
what
surveys

13. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Thank
You

14. Passively
measuring
the
digital
lives
of
today’s
consumer
Ian
Ralph
&
Tom
Wormald,
UK,
September
2015
Q
&
A
Ian
Ralph
MarkeJng
Sciences
Unlimited
Tom
Wormald
ICM
Unlimited
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard
Sue
York