mrmw: mobile research of the future - kantar operations
DESCRIPTION
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.netTRANSCRIPT
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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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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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1
MRMW
Mobile Research of the Future
31st January 2013
Mardien Drew
Head of Digital Incubation
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2
Passive Research effectively
complements Active Data
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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" } ]}
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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
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The future of consumer engagement
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Active
Passive
Social
SMS
Apps
Browser
Data fusion
What next?
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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.
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Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners
![Page 20: MRMW: Mobile Research of the Future - Kantar Operations](https://reader033.vdocument.in/reader033/viewer/2022052623/559ae2511a28aba06e8b45b4/html5/thumbnails/20.jpg)
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