Minimising the Experiential Gap the Importance of a Holistic Approach

Transcription

1 Minimising the Experiential Gap the Importance of a Holistic Approach Alex Johnson & Guy Rolfe, Kantar Operations Pizzazz in Research: Renewing the Rules of Engagement. 30 th September 2010

2 Introduction Kantar is. one of the world's largest research, insight and consultancy networks, uniting the diverse talents of more than 20 specialist companies, including TNS, Millward Brown and Added Value. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines. Kantar Operations 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. Alex Johnson Director, Innovation Group Kantar Operations Guy Rolfe Mobile Knowledge Leader Kantar Operations

3 The Growth of the Experiential Gap The digital experience began evolving at a new pace at the start of the millennium but as the decade progressed, the research environment failed to keep pace. creating a growing crisis of engagement. When the experiential gap gets too wide, we get poor attention and commitment from respondents ZZZZ

4 Realistic Expectations We can t expect to close the experiential gap everywhere For example: entertainment has different rules and goals from MR. In some cases we should aspire to close the gap In others, to make it as narrow as rules and goals allow.

5 Drag and Drop Fallacy Interactivity alone will not solve the problem. Too much of any task can be boring. Equally (or more) important are Relevance Language Narrative Aesthetics which don t necessarily require interactivity or technology. ZZZZ

6 New Competitors We have new competitors not for business, but for the respondent s time and attention They are creating ever more engaging experiences which affects the perceived experience in our environments. In 2008 Kantar started the InTouch initiative, a group-wide collaboration to tackle the challenges of engagement and take on these new competitors.

7 The Importance of Experts Many of these competitors are engagement experts. We, primarily, are market research experts. To close the gap, we worked with these specialists: Web usability consultant Copywriters Graphic designers Gaming experts Respondents

8 Case Study: Tackling the Grid The best of both worlds matrix vs. multiple screens Using an appropriate process is important: Initial brainstorm usability and design experts with researchers and technicians Development iterations with usability testing Quantitative pilots to establish effects Release to production.

9 Beyond Web Surveys We must continually focus on the experience in web surveys but also look beyond. Social Media The Web is a paradise of two-way conversation Expectation of opinion unconstrained by options Must look to less structured, more interactive approaches Mobile Consumers communicate in nuggets, on the move Must look to mobile More complex technology more opportunities

10 Mobile is the fastest growing TRILLION dollar industry in the economic history of mankind

11 21% Globally have mobile phones with internet access. Source: Morgan Stanley June b TVs worldwide 0.6b IM users 3.05b SMS users worldwide 1.3b users worldwide 5b Mobile users worldwide 46% On both mob and pc 25% Exclusively on pc 1.7b Internet users 29% Exclusively on mobile 20.2% Social networking 12% Entertainment news 48.7% News & sports information Source: Morgan Stanley June 2010, DataViz March % Financial 7% Movie info 5% Business directory

12 100M iphones & ipod Touches sold to date 170k Apps available in Android Market and Apple App store 160k Android phones being activated everyday 5B Apps downloaded via app store 3M ipads sold in 60 days Source: Compete, Moco News, Apple ipad key note Steve Jobbs

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

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18 Mobile to web is a natural step

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20 On Web surveys, we had to run to catch up but we must keep running to stay abreast: the wider digital world is not slowing down. Mobile is an opportunity to extend the research environment but if we don t seize that opportunity now we could end up playing catch up again. Specialist expertise is increasingly a musthave ingredient in minimising the experiential gap.