MRMW: Mobile Research of the Future - Kantar Operations
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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
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Presented by Mardien Drew, Global Mobile Practice Consultant, Kantar Operations at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net
Transcript of 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
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MRMW
Mobile Research of the Future
31st January 2013
Mardien Drew
Head of Digital Incubation
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Passive Research effectively
complements Active Data
Facial detection,
recognition
and classification
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Facial Recognition (demographics)
Machine coding
Analysis of video and photos
Demographics reporting
Security
Glasses?
Beard etc
80% Confidence Level
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Overlaying passive with active
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“Very innovative and brilliant technology”
“Accuracy and privacy are crucial”
“It says I am not smiling but I am!”
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Voice detection and recognition
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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
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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?
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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?)
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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
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Active
Passive
Social
SMS
Apps
Browser
Data fusion
What next?
To summarise
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• 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.
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
