A look at how mobile research can help close the experiential gap between how everyday consumers engage in digital environments, and how traditional research is conducted. Doing so may help researchers overcome declining response rates, engage and retain more research panellists/community members, and protect data quality.

1. Minimising the Experiential Gap in
today’s digital world
Guy Rolfe, Kantar Operations
GUY ROLFE
Mobile Research Conference 2011, London Global Mobile Knowledge Leader
+44 (0) 1926 826866
guy.rolfe@kantaroperations.com

2. Introduction
is... one of the world's largest research, insight and consultancy
networks, uniting the diverse talents of specialist companies, including TNS,
Millward Brown and Added Value. Its 28,500 employees work across 100 countries
and across the whole spectrum of research and consultancy disciplines.
is…. Kantar’s specialist global operations group
tasked with leading operational strategy. It employs over 1000 staff in three
continents and is committed to the the efficient delivery of high quality data.

5. The Growth of the Experiential Gap
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6. Realistic Expectations
.
The irony.... Gadget geeks still read printed magazines!

7. New Competitors
In 2008 Kantar started the ‘InTouch’ initiative, a group wide
collaboration to tackle the challenges of engagement and take on
these new competitors.

8. Wayne Gretzky
“I skate to where the puck's
going, not to where it has
been.”

9. The Importance of Experts

10. 80%
25%
globally have
of mobile phones are in
developing countries.
Source:MWC2011
mobile phones with
internet access.
Source: Idate Jan2011
2.3b
TVs worldwide
1.7b
Internet users
5b
Mobile users worldwide 20.2%
Social
networking
3.05b 12%
Entertainment
SMS users worldwide news
0.6b
IM users 48.7% 7%
46% News & sports
1.3b On both mob
and pc information
Financial
Email users 29%
Exclusively 7%
worldwide on mobile
25% Movie info
Exclusively 5%
on pc Business
directory
Source: Morgan Stanley June 2010, MWC2011

15. The 5 senses
(according to Google)
Touch screen = skin
Microphone = ears
Speaker = voice
GPS chip= location
Camera = eyes

16. Mobile to web is natural
Main menu:
Welcome to the TNS shopper application.
What would you like to do?
o Record new drink purchase
o Capture image
o Capture video
o Capture audio
o Scan barcode
o Exit
New drink purchase:
Finally we would like you to take a photograph of
the drink section/shelf in store. Are you happy to
take a photo?
o Yes take photo
o No don’t take photo

18. Thank you