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In this session we will explore the explosion of Big Data through the mobile research lens. Mobile technology and the continuously connected consumer are major drivers of the Big Data phenomenon. More importantly, the collection of passive data via mobile technology along with the collection of targeted consumer insights enables undisputed market research and takes Big Data to the next level. In this session you will have the opportunity to examine some key data streams that can be collected via mobile devices and married to survey input. We will share case studies and also pose the challenges and opportunities facing the market research industry.
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MOBILE: THE BIGGEST DATA OF ALL
Sima VasaCEO and Co-Founder
According to IBM, the end-user community creates 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.
HOW BIG?
In the good old days …we relied on what consumers told us
Status updates… Email… App… Internet shopping… Maps… Reviews… Gaming… Image and video capture… Streaming music, news, video, etc…
Portability Collect info 24-7-365Consumers interacting with
brands and with each other on social networks
THE CONNECTED CONSUMERUnprecedented access to consumers, to everything they do, and everywhere they go:
MOBILE IS THE HUB FOR BIG DATA
Time Stamp/Day Part
Surveys
Passive Data Collection
Geo Location
Pictures
Video
Retail Databases
UPC
Purchase Details
Social Media Listening
Today… We add the power of passive data
PASSIVE DATA: DELIVERING UNDISPUTED MARKET RESEARCH
Time-stamp
Geo-location coordinates
Check-ins
EXIF info
Advertising Research
Brand Attribute Research
Media Buy Assessment
Shopper Insight
Requirements Gathering
Focus Groups
Point of Sale Tracking
Retail Validation
Pricing Research
Segmentation
Path to Purchase
Distribution Audits
Advertising Tracking
Marketing Effectiveness
New Product Tests
Grassroots Message Test
Competitive Landscape
New Product Acceptance
Advertising Copy
Brand Equity Research
Brand Association
Brand Name Testing
Customer Satisfaction
Ethnography
Consumption Tracking
Channel Tracking
Mystery Shopping
IMPLICATIONS?
IMPLICATIONS?
Advertising Research
Brand Attribute Research
Media Buy Assessment
Shopper Insight
Requirements Gathering
Focus Groups
Point of Sale Tracking
Retail Validation
Pricing Research
Segmentation
Path to Purchase
Distribution Audits
Advertising Tracking
Marketing Effectiveness
New Product Tests
Grassroots Message Test
Competitive Landscape
New Product Acceptance
Advertising Copy
Brand Equity Research
Brand Association
Brand Name Testing
Customer Satisfaction
Ethnography
Consumption Tracking
Channel Tracking
Mystery Shopping
IMAGINE A WORLD….
MilkPEP Message Effectiveness Evaluation
Client: MilkPEP
• Objective: Guide grass roots marketing efforts by providing feedback on perceptions, attitudes and behavior related to the benefits and consumption of chocolate milk as a recovery beverage for post work outs.
• Execution: Data collection took place at Ironman and Rock’n’Roll Marathon events-1,275 people provided feedback.
• Similar Studies- 80% of Demographics are between 21-34
Data Collection was performed on-site to capture respondent feedback in the moment
Reasons for not using chocolate milk
Recovery beverages used, used most often
Importance of factors for recovery beverages
Awareness of benefits chocolate milk as a recovery beverage
MILK PEP- Today
Bib Number ValidationLocationPicture uploadSurvey responses
MILK PEP-Future • Bib Number Validation• Capturing all race data that includes performance times, events etc.• Social Listening to people who opted in to monitor “discussion” about recovery beverages including chocolate milk.• Append to household information • Combined with traditional survey responses
Valentine’s Day Shopper Experience Evaluation • Paradigm conducted a study to
understand shoppers’ experiences during the week of Valentine’s Day.
• In-store displays were evaluated and respondents uploaded photos.
• Qualitative insights were captured around product selection, crowds, cleanliness of store, and quality of in-store displays.
Valentine’s Day Shopper Experience-Future
And Much More…
Identify competitive stores in a specified radius and understand store selection –in the moment
Scan Items Purchased and Survey Drivers for Item Selection- Real Time
Linked to Consumer Demographics and Attitudes and Opinions
IMPLICATIONS
• Changes the respondent experience all together. Trust required. Capturing deeper attitudinal information and more reliance on “hard” data for details around an event or occasion
• The role and function of technology is crucial and it’s alignment to client service and sales
• Change agents required on both client and agency
side.
