This session explores some of the developments that both the consumer landscape and the Market Research industry are undergoing to better pinpoint real consumer opinion. Access the recording of this webinar via the NewMR website: NewMR.org/Play-Again The session covers; - Meeting consumers on their device and how researchers can leverage the relationship people have with their smartphones - Engaging through modern survey design and how to communicate to achieve considered, valuable responses - Connecting through social media channels and leveraging an environment where consumers are already active, such as WeChat (reported to be used by 98% of China’s online users) - Creating conversation by using Artificial Intelligence to bridge the gap between qualitative and quantitative approaches - Applying Machine Learning to detect fraudulent activity and increase speed, capacity and the validity and consistency of data outputs The audience will be left with understanding and examples that show, although there can be a lot of moving parts when integrating technology into survey research and connecting multiple audiences, by thinking about the already connected consumer you can find an easier path to simplifying and improving your data. The speakers are: - May Ling Tham (Director, Asia, Modern Survey Design, Kantar) - Vivien Le Masson (Senior Director, Asia, Innovation & transformation, Kantar) Moderation by NewMR co-founder, Ray Poynter. This webinar was presented on 4 September 2019

1. Accessing the Already
Connected Consumer
Sponsored Webinar, 4th September 2019
#NewMR 2019
Vivien Le Masson
Senior Director, Asia,
Innovation & transformation, Kantar
May Ling Tham
Director,
Asia, Modern Survey Design, Kantar

2. ACCESSING
THE ALREADY
CONSUMER

3. 3
BETTER UNDERSTAND AUDIENCES
THROUGH THE ADOPTION OF NEW
TECHNOLOGIES

4. 4
1. PERMISSION-BASED
2. PREFERRED TOOLS AND TOUCHPOINTS
3. FAMILIAR LANGUAGE AND ENVIRONMENT

5. 5
MEETING CONSUMERS ON
THEIR DEVICE(S)
LEVERAGING THE RELATIONSHIP PEOPLE
HAVE WITH THEIR MOBILE DEVICES

6. 6
9 out of 10
PEOPLE ARE ONLINE VIA
THEIR SMARTPHONE
Source: Kantar Consumer View: Devices and Subscriptions Survey, May 2019, N= 2700, Kantar Profiles
Network and LifePoints Panel, US, BR, UK, DE, FR, ES, AU, IN, SG, CN. All bases are relevant to the online
population for each country.

7. SMARTPHONE OWNERSHIP IS
HIGHEST IN ASIA AND BRAZIL
Smart TV’s and Desktops are also more popular
than Tablets across most of Asia and Brazil
Source: Kantar Consumer View: Devices and Subscriptions Survey, May 2019, N= 2700, Kantar Profiles
Network and LifePoints Panel, US, BR, UK, DE, FR, ES, AU, IN, SG, CN. All bases are relevant to the online
population for each country.
87%
96%
98%
98%
91%
98%
87%
98%
81%
21%
40%
17%
31%
25%
16%
17%
15%
19%
AVERAGE
China
Singapore
India
UK
Spain
Germany
Brazil
USA
Voice Activated Smart Speaker Smart Watch
Smart TV Tablet
Laptop Smartphone

8. What
do
people
think?
WHAT WE GET FROM
EACH SOURCE IS UNIQUE
IT HELPS CONTRIBUTE TO A
HOLISTIC UNDERSTANDING OF THE
CONSUMER
Off or online
OLD MR
What
do
people
do?
What
do
people
say?
What
do
people
need?
LISTENING & MINING
Online, cross-channels, cross-devices
NEW MR
ASKING

9. 9
ENGAGING WITH MODERN
SURVEY DESIGN
HOW TO COMMUNICATE TO ACHIEVE
CONSIDERED, VALUABLE RESPONSES
What do
people
think?
SURVEYS
Off or online
OLD &
NEW MR
ASKING

10. DESIGN WITH THE CONSUMER IN MIND
AWARD-WINNING SURVEY DESIGN TEAM & TOOL
INTELLIGENT LAYOUT RULES THAT ARE STRUCTURALLY ADAPTIVE
Touch screen Features
• Click ranking
• Animated Sliders
• Option nesting
• Collapsing Grids
• Advance drag and drop features
FULLY ADAPTIVE TO ANY DEVICE
What do
people
think?
SURVEYS
Off or online
OLD &
NEW MR
ASKING

11. TRANSFORMING
SURVEYS INTO STORIES
GOOD SURVEY NARRATIVE IS
KEY TO HOLDING THE
CONSUMERS ATTENTION
What do
people
think?
SURVEYS
Off or online
OLD &
NEW MR
ASKING

12. 12
ENGAGE THROUGH GAMIFICATION
1
Making it
voluntary
2
Giving it some
purpose
3
Apply some
rules
4
Delivering
rewards
TURN SURVEY TASKS INTO A GAME What do
people
think?
SURVEYS
Off or online
OLD &
NEW MR
ASKING

13. 13
3 out of 4
PEOPLE USE SOCIAL APPS

14. What do
people say?
LEVERAGING CONSUMERS HYPER-
ACTIVITY ON SOCIAL MEDIA
LISTEN
A real-life snapshot of what consumers are saying.
ENGAGE
Not just about listening: Social channels are extending into the private space
of messaging. Enters Conversational AI.
▪ A self-learning environment
▪ An open, intelligent and adaptive dialogue
▪ Rich ‘one to one’ conversations at scale
SOCIAL
LISTENING
& MINING
Online, cross-
channels, cross-
devices
NEW MR

15. ENGAGE THROUGH
CONVERSATIONAL AI
We’re evolving in an environment people are already familiar with
1. Hyper-engaging
2. Have a persona
3. Tick all mobile-first boxes
Chatbots are for Diaries / Close-ended with very limited answer list.
Conversational AI is for Open chat mode
It delivers:
▪ Higher response rate than any other channels
▪ WeChat: 35% response rate.
▪ Messenger: we’ve seen averages of 50%+
▪ Validation through technology.
▪ Immediate rewards: higher engagement
What do
people say?
SOCIAL
LISTENING
& MINING
Online, cross-
channels, cross-
devices
NEW MR

16. TYPE
▪ DIGITAL AD TRACKER
▪ AD & CONCEPT TESTS
▪ BRAND LIFT
▪ BARRIERS & TRIGGERS
▪ DIARY
MARKETS
▪ CHINA
▪ INDONESIA
▪ VIETNAM
▪ SINGAPORE
▪ KOREA
▪ JAPAN
▪ AUSTRALIA
▪ INDIA
▪ USA
▪ MEXICO
▪ UK
▪ ITALY
▪ SOUTH AFRICA
▪ GERMANY
INDUSTRY
▪ FMCG
▪ TELCO
▪ PUBLIC HEALTH
▪ FASHION
▪ ADVERTISING
VOICE ACTIVATED
▪ ALEXA “PRODUCT FEEDBACK” SKILL
▪ TRAINED OFF CLIENT’S CRM DATA
CAI EXAMPLES
What do
people say?
SOCIAL
LISTENING
& MINING
Online, cross-
channels, cross-
devices
NEW MR

17. CONVERSATIONAL AI DOESN’T
REPLACE ANYTHING. IT
BRIDGES THE GAP BETWEEN
QUALITATIVE AND
QUANTITATIVE APPROACHES
IT DELIVERS MORE IMPACTFUL
CONSUMER ENGAGEMENT HELPING
BRANDS BETTER UNDERSTAND
AUDIENCES THROUGH REAL-TIME,
NUANCED INSIGHT … AT SCALE.
What do
people say?
SOCIAL
LISTENING
& MINING
Online, cross-
channels, cross-
devices
NEW MR

18. What do
people
need?
SEARCH & WEB INTELLIGENCE
UNDERSTAND YOUR CATEGORY’S DIGITAL LANDSCAPE & REVEAL
YOUR COMPETITORS DIGITAL STRATEGY
SEARCH
LISTENING
& MINING
OPTIMIZE
▪ Organic & paid acquisition (SEO, SEM, Media buying) against competitors
▪ Customer acquisition & track competitors marketing activities
DISCOVER
▪ Market share of individual keywords
▪ Which channel performs better / Partnerships worth investing in
UNDERSTAND
▪ Customers digital footprint and behaviors to retain & grow their audience
BENCHMARK
▪ Website against competitors
Online, cross-
channels, cross-
devices
NEW MR

19. What do
people
do?
PASSIVE BEHAVIOURAL DATA
PASSIVE
LISTENING
& MINING
EXPANDING OUR UNIVERSE THROUGH DIGITAL AUDIENCE
PROFILING
INTEGRATE
More and more data can be integrated through look-alike profiling
/ segment matching.
Data matching & profiling is intended to broadly capture behaviors
patterns of similar audiences.
DEEPDIVE
While helping to deep dive into the profiling of your key audience(s) this
data can also help to inform partner marketing and refine both content
and targeting.
Online, cross-
channels, cross-
devices
NEW MR

20. What do
people
do?
PASSIVE
LISTENING
& MINING
ENRICH THROUGH
PASSIVE DATA
▪There are many ways of getting & analyzing
passive data
▪Data matching and profiling is not intended to
be performed on datasets for exact matching
purposes
▪There are ways to work with respondent-level
data to link up with survey results
▪Very much like Social data this is highly about
volumes
Online, cross-
channels, cross-
devices
NEW MR

21. What do
people
do?
PASSIVE BEHAVIOURAL DATA
EXAMPLES
PASSIVE
LISTENING
& MINING
▪Travel / location habits
▪Hobbies, or Gaming habits
▪Consumers’ Data usage
▪Opportunity moments through real – not claimed – data
▪Opportunity gaps between emotive factors (survey) and real
digital behaviors
▪Understand the full consumer journey Online, cross-
channels, cross-
devices
NEW MR

22. APPLYING MACHINE
LEARNING TO DETECT
FRAUDULENT ACTIVITY
We estimate it has cost the industry
tens of millions of dollars over the past
five years.
Fighting it will also increase speed,
capacity and the validity and
consistency of data.

23. The algorithm identifies features that identify
propensity for fraud in newly registered panellists and
predicts future fraudulent behaviour.
SOLVING THE PROBLEM
USING A ML CLASSIFICATION MODEL
TO MORE ACCURATELY IDENTIFY
FRAUDULENT ACTIVITY

24. 24
THINKING ABOUT THE
ALREADY CONNECTED
CONSUMER CAN SIMPLIFY
THE INTEGRATION OF NEW
TECHNOLOGY AND
UNLOCK NEW AUDIENCES

25. Q & A
#NewMR 2019
Ray Poynter
NewMR
Vivien Le Masson
Kantar
May Ling Tham
Kantar