Ralph and Wormald - Cutting Edge of NewMR 2015

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


Why measure passively?

1.   Historical inaccuracy 2.   Poor recall 3.   Subconscious behaviour 4.   Lack of understanding 5.   Sensi;ve behvaiour


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?


What we measure

Internet

Voice & text

Purchasing

LocaJon

App use

Social Media


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


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


Flexible approach

Sample

Outputs

Data source

1

2

3


Client benefits of passive

Follow the online purchasing journey

IdenJfy emerging digital trends

OpJmisaJon of discovery and search

RaJonalisaJon of web/app porXolio


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


Crea;ng digital customer journeys


Where do we go next?


feel do think

neuroscience passive measurement

the emoJonal revoluJon

Understanding the why as well as the what

surveys


Thank You


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

Marketing

Ralph and Wormald - Cutting Edge of NewMR 2015