coding everything mobile introducing recognology - kantar

March 4-7, 2014 Ramada Hotel, Singapore

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MRMW Singapore March 2014

Coding everything mobile: Introducing

Recognology

Mardien Drew

Head of Digital Incubation Team

mardien.drew@kantar.com

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Follow the consumer path…

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Caution: Image avalanche

Introducing Recognology

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Coding thousands of images

Sources of Images

• Mobile Diary Studies

• Extractions from Social

Media Sites

• Still extracted from Video

• Images from Life-blog or

Wearable Cameras

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Case study: Mobile beverage

consumption diary survey

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Combining automated coding with crowd

sourcing to improve accuracy

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Automated coding is not always the

solution – sometimes the crowd is best!

Coding/Tagging Techniques

• Use automated coding to

eliminate duplicates and

dark/blurry images

• Automated coding platform

groups similar user images

• Grouped images loaded to

Crowd Sourcing

• Final in-house QA.

Case study: WPP The Store’s Holiday Wrap

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Recognology - Object Recognition

challenges

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Recognology – Location/context

recognition

Coding/Tagging Techniques

• Use automated coding to

group images both by time

and by similarity

• We then end up with

manageable scenes which

we can then further explore.

• They were in a phone

• They were in a Café

• They were on a train

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Location mapping

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Brands travel through social media…

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And brands travel unintended…

What’s next?

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OCR= Optical Character Recognition

To summarise

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We need to do this now!– Volumes of images are huge and will only

increase with new devices with camera feature launched frequently.

Enhancing existing mobile offers - e.g. mobile consumption diaries

and path to purchase.

Learning – There are some challenges to overcome. Tech is not

optimal yet. But we have find an interim solution consisting of a

combined approach.

And we still need people!

THANK YOU

FOR FURTHER INFO CONTACT

MOBILE@KANTAR.COM or visit www.kantar.com

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Title Sponsor Gold Sponsor Silver Sponsors

Bag Sponsor Workshop Host

Sponsor

Event App

Partner

Networking Reception

Partner

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

Association and Media Partners

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net

March 4-7, 2014 Ramada Hotel, Singapore

www.mrmw.net