Beacons, Social, Audio, and Change Via Tech #IIeX #NewMR #MRX 


Live blogged in Amsterdam at the #IIeX conference. Any errors, bad jokes, or comments in [] are my own.

Deliver more powerful insights with in-the-moment feedback using location and beacon triggering by Guelph Ramos, ConfirmIT

  • IfThenThat app – actions based on location, when cell phone sees you have left the house, it turns your lights off
  • There are more mobile devices in the world than there are people 
  • 4 in 5 consumers want search ads customized to their city, zip code, or immediate surroundings
  • Location based ads lead to more sales, leads to store visits or to purchase 
  • Location accuracy – depends on user reported information, IP address, cell tower triangulation, wi-fi triangulation, wi-fi hotspots (but wifi needs to be on), GPS, Bluetooth beacon technology
  • Can trigger surveys based on GPS or beacon
  • Beacons are good for indoor studies, GPS for outside studies [in ten years, we’ll laugh at this statement]
  • You can preload location of your store and competitive store, if someone approaches one of the stores you can prompt a survey
  • Do you trigger a survey on entrance or exit?
  • If GPS is off, the mobile will go back to 3G triangulation. In a high population area, location will be more accurate than a rural area. 
  • You can ask people to take pictures of where they are, at a location, things at the location, brands on shelves

Musical Chairs with Social Media is Making Me Dizzy! By Federico Capeci, TNS, and Paolo Melegari, Barilla

  • Spend a lot of time together and have a clear focu, clear briefing and objective
  • Get out from the noise and give structure to unstructured data
  • Listen to the right places at the right time, share ideas immediately about where and when you plan to listen 
  • Be careful enough with exaggerated opinions and assess teach authors’ purpose – poke fun, get a reaction, get a brand to respond
  • Not all posts are created equally, not all authors have the same relevant – random sampling is difficult with social media, give value to those with more visibility or with more content engagement
  • Manual work is crucial, an insight is not a language related issue – not everyone uses perfect grammar or even your grammar
  • Online conversations are not just made of text – look at peaks, likes, shares, images
  • Always benchmark data and integrate sources

Audio matching by Jacob Lyng Wieland, Michael Oxfeldt, and Omri Halevi

  • Remembering versus experiencing is very different
  • After opting in, a mobile app keeps track of contextual sounds in a subtle way
  • It’s annoying when you trigger people and passive (with permission) gets around that
  • We know we are being monitored when we go online but we don’t like being make aware of it [try ghostery, you might be astonished]
  • Got 30% compliance and 75% completion of trigger surveys and fall were answered within five minutes while they were still in the moment experiencing the moment
  • Passively measured several TV and radio stations – what were people doing while they watched the news, what is their attention span on talk radio, what day and time to you want radio news, which would you expect on TV
  • If you watch the same show for 20 minutes, they would ask people if they were actually watching the show

How technology and innovation is driving #MRX chang by Tim Macer, meaning and Richard Collins, FocusVision)

  • Annual technology survey, emphasis on innovation 
  • We rate our own company as far more innovative than we rate the industry
  • Responders felt that tech was behind a lot of the innovation 
  • [perhaps a lot of the innovative companies don’t call themselves MR and so are not in the survey population]
  • Is disruptive innovation an opportunity or a threat? Of course it’s both but let’s be optimistic about the opportunity [it’s only a treat if your own company/business doesn’t keep up with the times and doesn’t fill a real need]
  • CATI has been going down for a long time, paper as well. CAPI continues to rise likely due to use of tablets in field. Mobile self completes are really on the rise.
  • Smartphone mobile surveys is a steady increase as expected but about 30% of people didn’t even know what percent of their surveys were being done online [hint, people will answer your ‘computer’ survey however they wish and despite your instructions so consider every survey to be a mobile survey]
  • Third party panel is on the rise
  • People value deeper insights from blended Qual and quant research , also more value and impact for the client [well sure, if you’re willing to pay for it. Blended research is TWO studies not one.]
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