Leveraging digital insights via mobile channels

MRMW11 MOBILE RESEARCH

AGENDA

–  Evolution of Market Research

–  Why Mobile Now

–  Consumer and Digital Insights

–  Discussion

2

AGENDA




–  Discussion

3

MARKET RESEARCH IS EVOLVING

4

CONSUMER INSIGHT VISION FOR FUTURE

Res

ourc

es re

quire

d

Consumer interactions

EVALUATION

FUTURE

FUTURE FUTURE

INNOVATE / CO-CREATE

SENSE & RESPOND

STRENGTHEN INITIATIVES FOR

DEPLOYMENT

AGENDA




–  Discussion

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7

©2011 Kantar & Lumi Technologies. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.

Source: Morgan Stanley

We Have All Adopted these Tools Faster Than Anything Comparable Ever Before

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The Smart Devices Are Now More Popular Than PCs


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The Rates of Adoption are Accelerating

Source: Apple

Mobile Devices Dec 2010

5.2 Bn Cellphone subscriptions

4.1 Bn Active users of SMS

3.4 Bn Cameraphones

1.9 Bn Active users of MMS

1.4 Bn Users of the mobile internet

850 M 3G+ phones

550 M Smartphones

10


Millions

5000

4000

3000

2000

1000

7 Bn World Population

4 Bn FM Radios

2.2 Bn Bank Account Holders

1.8 Bn Internet Users

1.4 Bn Email users 1.2 Bn All PCs 1.1 Bn Fixed Landlines

Source: Tomi Ahonen

66 76

65 72

27 34

25 34

25 38

21 33

20 30

19 34

People are using their mobile phones for all sorts of non call tasks Groups who have less access to PCs use mobiles even more

The use of non-voice data applications has grown significantly over the last year The % of cell phone owners who use their phones to of the following:

African-Americans and Latinos lead whites in their use of mobile data applications

Take a picture

Send or receive text massages

Play a game

Send or receive email

Access the internet

Play music

Send or receive instant messages

Record a video

April 2009 May 2010

Source: Pew Research Center’s Internet & American Life Project, april 29 May 30, 2010 Trackign Survey. N=2,252 adults 18 and older; n=1,917 based on cell phone users * = statistically significant di!erence compared with whites

April 2009 May 2010 All adults

White, non-Hispanic

Black, non-Hispanic

Hispanic (English-speaking)

Own a cell phone 82% 80% 87% 87%

% of cell owners within each group who do the following on their phones

Take a picture 76 75 76 83*

Send/receive text messages 72 68 79* 83*

Access the internet 38 33 46* 51*

Send/receive email 34 30 41* 47*

Play a game 34 29 51* 46*

Record a video 34 29 48* 45*

Play music 33 26 52* 49*

Send/receive instant messages

30 23 44* 49*

Use a social networking site 23 19 33* 36*

Watch a video 20 15 27* 33*

Post a photo or video online 15 13 20* 25*

Purchase a product 11 10 13 18

Use a status update service 10 8 13 15

Mean number of cell activities 4.3 3.8 5.4 5.8

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12.09AM 03 MARCH 2010

The Arrival of the “Exobrain” aka the Mobile Device

–  You keep it with you all the time

–  You can easily upgrade it

–  You outsource part of your memory to it

–  You let it remember things, find things, guide you to things

–  You sleep with it, you look at it when you wake up

–  You can control it with your touch

–  You can control it with your voice

–  You can have it measure your biodata

–  You can have it evaluate your emotional state and your activity

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Why Have we Adopted the Exobrain?

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The Competition May Not Be Today’s Obvious Competition

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16

WHY NOW

1. Mobile device coverage is essentially ubiquitous.

2. The mobile device is a multi-tasking machine and not just a telephone.

3. Access to the mobile Internet is becoming cheaper, faster and more reliable.

4. Feature-rich mobile phones are being adopted by the mass market.

AGENDA




–  Discussion

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18


12.09AM 03 MARCH 2010

Ubiquity

User-centric Design

Passive

Bio / Neuro Data

Gamification

© Lumi Technologies Inc. 2011

The Lumi Platform was Built Specifically to Function Across all Device Types as Applications and/or as HTML5 – Build Once, Deliver Everywhere Mobile Phone & Tablet Devices

–  iOS (iphone, iPod Touch, iPad) – Android – Windows mobile – Nokia (all S40 and S60) – Sony Ericsson – LG S-class and derivatives – Samsung derivatives – RIM (Blackberry)

Apps & HTM5

– Native applications – HTML5 for mobile & PC web browsers Other Platforms

– Facebook Application – Interactive TV

Lumi Mobile Technology Running on Any Mobile Device

Lumi Mobile Server 3rd Party Servers 3rd Party Devices

Wifi/ Mobile Networks

Mobile is a Platform That Then Connects to Other Devices and Other Platforms

Touchpoints Example: Effective diary tool

About the service:

–  Carefully designed respondent experience to maximise

fun and ease of completing the diary

–  Tailored reminder tools to ensure respondents remain

engaged and complete their diaries on a very regular

basis

–  Ability to push custom follow on questions to individuals

–  Ability to also capture passive respondent data such as

their locations over the duration of the study

–  Completion rates near 95% with satisfaction levels of

8/10

Touchpoints USA was launched in September 2010 by MBI and sponsored by CIMM

Clear reminder of the time period covered

Icons bring ideas to life, making it friendly

Clear reminder of where people are in the diary

Simple navigation

Example: Touchpoints key usability features

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12.09AM 03 MARCH 2010

What Data are We Capturing? Rich Detail. Strong Concern for Privacy.

METER RESEARCH: Passive Observation


“Molly Bloom” Profile: As Gleaned by Lumi Technology

•  “Molly” lives in a suburb of Denver in a three bedroom house worth about $244,000 •  She typically gets up somewhere between 5:45am and 6:30am and is in bed by around 10:30 – 10:45pm. •  Molly works normally from about 8-9am until around 4-5 pm.

•  She travels across the region to work, driving herself about 10 miles, often texting or checking email on the way •  She seems to be very budget conscious, e.g.:

–  She shops around the city based on where she finds the best deals and coupons – while Target and WalMart are only 2.4 miles from her home and she shops at them, she will trek 3x further to JC Penney and other stores if she can get better deals

–  She eats lunch at her o"ce –  In the evenings, she eats out only occasionally but never at chain restaurants opting for more locally venues

•  She behaves very di!erently at work versus when she is on her own time –  During her normal workday, she tends to use her mobile for business-related tasks, calls, scheduling, only

occasionally using private email on her mobile or reading news when she is waiting –  During her evenings, she is

•  Calling & texting friends and family •  Searching on health-related issues and clicking on health-related mobile ads (e.g. healthboards.com)

•  Looking up things she is looking to buy and coupons to reduce costs •  Planning trips and travel (she likes to think about travel, planning both longer trips away and also short

day events around the Denver area) •  Investigating restaurants to try and/or to book


Passive Tracking – Application Analysis (2) Ecosystem level analysis of total application usage & behaviors via ecosystem analytics and app recommendation engines that take a installed based wide view Usage / Time

Breakdown App Type

Breakdown

Median time: 84 Minutes Median # Apps: 108

App Vs App Trends


Passive Interior Tracking, Location Analytics & Push Surveys

!  High-value visitor statistics can be provided based on location, time, mobile user activity, e.g.

Using interior GPS or WiFi triangulation we can understand consumer behavior inside retail and other public space as well – Example La Maquinista Mall


Example: Worldwide advertising recall testing

Our Mobile Ad Recall Platform includes

•  Remote management of surveys including video by location, date, time, and interviewer

•  Supports 35+ languages including Chinese & Arabic

•  Over the air & real-time updating of content

•  Complete tracking of content shared with respondents

•  Secure interviewer validation process

•  High quality video compression and distribution management

The Ad Recall Diary was Launched by Millward Brown in Early 2011


Passive Technologies Include Analysis of Facial Expressions

Real-time Passive Assessment of

Emotions Expressed

Passive analysis of the face via A!ectiva technology or others can provide another means to test e!ectiveness of ads, media, etc.


About the service:

•  Toumaz is a pioneer in ultra low power “Body Area Network” wireless sensing technologies

•  Toumaz provides disposable smart “bandaids” that can continuously monitor key physiological parameters on the body and report to a base station in hospitals or via Lumi’s REACTOR platform to use any mobile device out of the hospital.

•  The Lumi platform then ensures the data can be further filtered and processed by relevant end-users.

Passive Tracking of Human Biosigns & Neurological Data through Mobile Connected Sensors

Lumi Mobile is partnering with health care device manufacturers such as Toumaz Technologies to take clinical tools out of hospital and into the home


Lumi Works with Health-related Businesses to Add the Mobile Aspect to their Technologies or Services

Lumi%Mobile%Pla-orm%

Remote%Monitoring%

Telemedicine%

Pa6ent%Educa6on%

Social%Health%&%Games%

Personalised%Medicine%


About the service:

•  Carefully designed respondent experience to maximise fun and ease of completing a pain diary, medication tracker & trigger tracking tools

•  Easy for patients anywhere in the world, young or old to access and use this service via any mobile device

•  Fully integrated with web services providing doctors, patients, and communities of disease sufferers all distinctive and secure ways to access and analyze the data

Example: UbiqiHealth’s Service For Su!erers of Chronic Disease Powered by Lumi

Lumi is able to provide a robust mobile & web solution to that helps patients track conditions, remind them to take medicine, share thoughts and more

The Mobile Device Can Morph into the Second Screen Providing a Whole New Layer to Television, Music, and Live Events While Also

Serving as a Powerful Means to Generate Consumer Insight

Children’s Programs

Game Shows

Live Sports

Politics Reality TV Event TV

Talk Shows

of participants said the application made watching the Oscars more enjoyable

Our “LumiLive” platform demonstrably enhances the viewing experience and keeps people watching shows for longer

“LumiLive” offered a combination of chat, polls, predictions and prizes to engage the audience as an overlay to the Oscars broadcast

said it would make them more likely to watch live TV events

Viewers using Lumi’s service enjoyed the experience at least 25% more than nonuser viewers

92%

88%

ABC / Disney Oscars Event Was Produced With Ipsos in February 2011


Live Examples of Game Elements: ABC / Disney Oscars with Ipsos



The “LumiLive” platform demonstrably enhances the viewing experience and keeps people watching shows for longer Example: ABC / Disney Oscars with Ipsos

of users participated in each event (poll, trace, quiz, etc)

would have turned o! the Oscars if they weren’t using LumiLive

Participants made over 12 comments each on average

65%

85%

of users said they would pay for LumiLive

22% LumiLive users watched the Oscars

42% longer than non users

LumiLive users enjoyed the Oscars

50% more than non users

The Opportunities to Create New Services & New Business Models Will Come From the Creativity of Leveraging the Full Potential of this new Platform

–  Active Surveys

–  Passive Research

–  “Games”

–  Live & Social

–  New Analytics

–  Other New Technologies

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12.09AM 03 MARCH 2010

AGENDA




–  Discussion

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DISCUSSION: SOME CRITICAL QUESTIONS

–  What do you get when you draw these lines of development out 3-5 years?

–  Power of passive –  Gamification of research experiences –  Power of the new platforms –  Ubiquity of access –  Great user experiences –  Providing value back to the respondents

–  What happens when there are no “dumbphones” left?

–  What happens next to the development of the exobrain?

Rolfe Swinton

Co-Founder

[email protected]

USA +1 917 693 3541

UK +44 7879627439

Joanna Jen Kantar Director [email protected] m: +19176092700

Presented at:

Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta

Organized by: Thank you to sponsors:

LinkedIn Group: Mobile MR

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