leveraging quantified self movement for market research purposes - kantar
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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
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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
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Influx of affordable, non-
intrusive technology making
it easier to acquire data on
aspects of one’s daily life
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Passive Supporting the Active
TRUE 360 Degree View of Consumer
Smart Analysis
Passive Data
Collection
Active Data
Collection
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Don’t look at Quantified Self
data in isolation
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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
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Just because we CAN do something, doesn’t
mean we SHOULD
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Currently, we engage with study participants
limited time
00.20.00 HOURS MINUTES SECONDS
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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
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Get MORE, BETTER Data!
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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
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200 UK Diabetics with Internet- Connected Glucose
Monitors for 2 Weeks
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Claimed blood glucose monitoring
67%
90% Retention
Measured Mood levels against
monitoring data.
Base: (202)
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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?
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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
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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
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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
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Internet-connected toothbrushes
Link between oral hygiene
and overall health & fitness
Passive
Brushing frequency, duration
Physical activity
Active
Mood scale
Food & drink
Health problems
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Womb to Tomb Tracking
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QUANTIFIED BABY!
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Mimo Onesie Sleep Monitor
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Internet-connected baby scale
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Huggies Internet-connected diaper
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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
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Numerous research applications across
multiple infant categories
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Quantified Dog!
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From market research perspective, still
unexplored territory
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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
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Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by