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A look at how mobile research can help close the experiential gap between how everyday consumers engage in digital environments, and how traditional research is conducted. Doing so may help researchers overcome declining response rates, engage and retain more research panellists/community members, and protect data quality.
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Minimising the Experiential Gap in
today’s digital world
Guy Rolfe, Kantar Operations
Mobile Research Conference 2011, London GUY ROLFE Global Mobile Knowledge Leader
+44 (0) 1926 826866
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.
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The Growth of the Experiential Gap
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
3.05b SMS users worldwide
0.6b IM users
1.3b Email users
worldwide
2.3b TVs worldwide
5b Mobile users worldwide
1.7b Internet users
46% On both mob
and pc
25% Exclusively
on pc
29% Exclusively
on mobile
48.7% News & sports
information
20.2% Social
networking 12% Entertainment
news
7% Financial
7% Movie info
5% Business
directory
25% globally have
mobile phones with
internet access.
Source: Idate Jan2011
Source: Morgan Stanley June 2010, MWC2011
80% of mobile phones are in
developing countries. Source:MWC2011
The 5 senses
(according to Google)
Touch screen = skin
Microphone = ears
Speaker = voice
GPS chip= location
Camera = eyes
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
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
Mobile to web is natural
Thank you
