MRMW: Mobile Research of the Future - Kantar Operations

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

1

MRMW

Mobile Research of the Future

31st January 2013

Mardien Drew

Head of Digital Incubation

mardien.drew@kantarmobile.com

2

Passive Research effectively

complements Active Data

Facial detection,

recognition

and classification

3

Profile and emotions captured – no questions asked!

4

Facial Recognition (demographics)

Machine coding

Analysis of video and photos

Demographics reporting

Security

Glasses?

Beard etc

80% Confidence Level

5

Overlaying passive with active

6

“Very innovative and brilliant technology”

“Accuracy and privacy are crucial”

“It says I am not smiling but I am!”

7

Voice detection and recognition

8

The age of Voice – From IVR to personal assistant

IVR – TYPICALLY USED AS CALL CENTER TECHNOLOGY – FAQ’S SECURITY ROUTING CUSTOMERS ETC

VOICE SERVICES – RISE OF THE DIGITAL PERSONAL

ASSISTANT

First IVR systems

used in the

1970’s -

NATURAL LANGUAGE

First interface experiments began in the

1970’s.

VOICE XML

Launched

1999

SPINVOX Founded

2003

WOLFRAM ALPHA

SEARCH ENGINE

Natural Language Processing to answer

factual questions

2009

SIRI 2011 – Apples

version of SIRI

launched. SIRI was

acquired by Apple in

2010

GOOGLE NOW

Launches after Siri

2011

SAMSUNG

SMART TV

2013

9

10

Machine coding

Making the conversation more

natural and more collaborative.

End to end voice surveys

TAXONOMY

/DATA STORE

NATURAL

LANGUAGE

UNDERSTANDING

TEXT ANALYTICS

REAL TIME

CODING

coffee

before I get to work

•Coffee Brands

•Coffee Shops

•Tea Biscuits •Working

like to

•Positive

H

UM

AN

MA

CH

INE

INTE

RFA

CE

I like to drink

a coffee

before I get

to work

Do you

drink

brands like

Starbucks?

11

Voice commands and dictation converted to text

{ "status": 0, "id": "b3447b5d98c5653e0067f35b32c0a8ca-1", "hypotheses": [ { "utterance": “I like coffee", "confidence": 0.9012539 }, { "utterance": “I like coffee shops" } ]}

Making the most of speech

To Make Voice Work:

• The APP should provide an initial training routine

• Answers should be focused – “In three words tell me…”

• Voice needs to be mixed in with other media – such as images

• For open ended verbatim – it is more accurate to allow humans to transcribe. Automated coding used to ensure to scan the users response in real time (i.e. does it contain anything useful?)

12

QUESTION:

Can we measure large scale

behaviours via mobile devices?

ANSWER:

Using carrier data we are able

to observe footfall movement

as well as browser and app

Usage including ad exposure.

CASE:

Through the analyses of carrier

data, we were able measure ad

exposure which showed that the

GroupM ad server Mookie1.com

had 510K impressions in a single

month.

Past 30 days top mobile sites by unique impressions `from all UK

Vodafone customers (25% market share).

1. m.facebook.com

2. facebook.com

3. vodafone.com

4. google.co.uk

5. doubleclick.net

6. live.vodafone.com

7. apple.com

8. api.facebook.com

9. omgpop.com

10. google.com

The future of consumer engagement

14

Active

Passive

Social

SMS

Apps

Browser

Data fusion

What next?

To summarise

15

• Wealth of information which we can get in a non intrusive

manner. Extending or diversifying the types of data that we’ve

historically had access to.

• Allows us to get closer to respondents while ‘in the moment’

• These new methods can be used to improving respondent

engagement and respondent choice (how and when they

participate in research).

BUT … Establish where these add value and a lot of effort

required to productionalise.

AND… Get the respondents’ permission and provide guidance.

The future of consumer engagement

16

Thank you

Enquiries@kantarmobile.com

Thank you to our sponsors!

Title Sponsor Platinum Sponsor Gold Sponsors

Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor

Association Partners

Media Partners

Proudly supported by Kantar, the Leader in Mobile Marketing Research

January 30-31, 2013

Kuala Lumpur, Malaysia

Asia-Pacific Edition 2013 WWW.MRMW.NET

Organized by

TM