minimising the experiential gap in today’s digital world' - kantar (mobile research...

Minimising the Experiential Gap in

today’s digital world

Guy Rolfe, Kantar Operations

Mobile Research Conference 2011, London GUY ROLFE Global Mobile Knowledge Leader

+44 (0) 1926 826866

guy.rolfe@kantaroperations.com

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.

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The Growth of the Experiential Gap

Realistic Expectations

.

The irony.... Gadget geeks still read printed magazines!

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.

Wayne Gretzky

“I skate to where the puck's

going, not to where it has

been.”

The Importance of Experts

3.05b SMS users worldwide

0.6b IM users

1.3b Email users

worldwide

2.3b TVs worldwide

5b Mobile users worldwide

1.7b Internet users

46% On both mob

and pc

25% Exclusively

on pc

29% Exclusively

on mobile

48.7% News & sports

information

20.2% Social

networking 12% Entertainment

news

7% Financial

7% Movie info

5% Business

directory

25% globally have

mobile phones with

internet access.

Source: Idate Jan2011

Source: Morgan Stanley June 2010, MWC2011

80% of mobile phones are in

developing countries. Source:MWC2011

The 5 senses

(according to Google)

Touch screen = skin

Microphone = ears

Speaker = voice

GPS chip= location

Camera = eyes

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

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

Mobile to web is natural

Thank you