Leveraging Quantified Self Movement for Market Research Purposes - Kantar

May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

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© 2013 Kantar Health

Leveraging Quantified Self Movement for Market Research Purposes

2 © 2013 Kantar Health

www.kantarhealth.com

Quantified Self

Inputs

Food

OTC/Rx

Sleep

Local air quality

States

Mood

Stress

Blood glucose

Blood pressure

Physical Performance

Steps taken

Calories

The “Quantified Self” Movement Not New.

But Now at Tipping Point

2

Influx of affordable, non-

intrusive technology making

it easier to acquire data on

aspects of one’s daily life



Passive Supporting the Active

TRUE 360 Degree View of Consumer

Smart Analysis

Passive Data

Collection

Active Data

Collection



Don’t look at Quantified Self

data in isolation

4

Integration of Data Sets for 360

Degree View of Consumer

Survey

Data

Social media

and

lifestyle data

Wearable Tech

and Mobile App

Data

Qual

Data



Just because we CAN do something, doesn’t

mean we SHOULD

5



Currently, we engage with study participants

limited time

00.20.00 HOURS MINUTES SECONDS



By linking into QS, we can get more time

with participants

Passive, self-tracking data

could be collected over

weeks or months

Less attrition due to QS tie-in

Can even enable us to

conduct ethnographic type

studies efficiently

7

Get MORE, BETTER Data!









I don’t monitor my

blood glucose levels

Once a week

A few times a week

Every other day

Once a day

More than once a day 26

7

4

16

14

33

200 UK Diabetics with Internet- Connected Glucose

Monitors for 2 Weeks

11

Claimed blood glucose monitoring

67%

90% Retention

Measured Mood levels against

monitoring data.

Base: (202)



Going for even deeper understanding of diabetics

Now layering in fitness and social media data

Fitness sensors

Social Media/Lifestyle

Correlations bet.

blood glucose, exercise

diet & mood

Hobbies, travel, beliefs?



Enhanced Patient Segmentation Studies

Groups consumers with same

attitudes into segments that

can be profitably targeted

Enables us to focus marketing

on

Meaningfully distinctive groups

Can be easily targeted



Leveraging QS Can Get Us More Detailed and

Accurate Data to Inform…

Exercise

Diet habits

Likes/Hobbies/Music

Travel

Commentary around

healthcare, specific disease

state or just general lifestyle

Behavior Attitudes



Oncology: Drug that doesn’t extend life but

enables participation in life

Fitness sensor, pain diaries,

short surveys = insights on

active patients against

general pop.

Correlate pain levels with

activity

Helps healthcare providers

manage patient pain better

Monitor workforce contribution

Active, working patients pay into

healthcare system



Internet-connected toothbrushes

Link between oral hygiene

and overall health & fitness

Passive

Brushing frequency, duration

Physical activity

Active

Mood scale

Food & drink

Health problems



Womb to Tomb Tracking



QUANTIFIED BABY!



Mimo Onesie Sleep Monitor



Internet-connected baby scale



Huggies Internet-connected diaper





New Moms a key target

market

We get limited time with

new Moms

No consistent routine

By recruiting them to

connect QB data, their actual

time won’t be necessary

In terms of active involvement

From Quantified Self > Quantified Baby



Numerous research applications across

multiple infant categories



Quantified Dog!



From market research perspective, still

unexplored territory



Key Takeaways

Passive Supporting Active

Data Collection

Superior Retention

Longitudinal Studies

Accuracy

Survey > lifestyle platforms

Still a lot to learn

MORE, BETTER DATA =

BETTER INSIGHTS

27

Title Sponsor Gold Sponsors

Silver Sponsors


Workshop Sponsors

Association & Education Partners

Networking Reception

Sponsor

Event App

Partner

Media Partners


May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

Organized by

Marketing

Leveraging Quantified Self Movement for Market Research Purposes - Kantar