Tag Archives: internet

Is Amazon in the Room?

By: Laura Sigman

This post was
originally published on the LightSpeed Research blog.

On a recent
earnings call
, Sir Martin Sorrell, CEO of Lightspeed’s parent company WPP, talked
about what keeps him up at night. And no; it’s not (necessarily) his infant
daughter ‘ it’s Amazon.
‘And I would just mention the rise of Amazon, because in
answer to the question, my favorite question is what worries you when you go to
bed at night and when you wake up in the morning. It’s not a three-month-old
child (laughter), it’s Amazon, which is a child still, but not three months.
And Amazon’s penetration of most areas is frightening, if not terrifying to
some, and I think there is a battle brewing between Google and Amazon.’
The fear mostly seems to be of the unknown, as Amazon is
thought to be quietly
pursuing an advertising strategy
 carefully away from the watchful eyes
of Wall
Street
.
Is Amazon really committed? They are by pure virtue of their
strategically evolving business model. By being among the first big players on
the e-commerce scene, they cemented their early adapter consumers to them.
They’ve grown a multimedia offer around their core competency, and now Amazon
knows not only what we read, but what we search for, what we buy, what we
watch, what we listen to. I’m an Amazon Prime customer, and I take advantage of
all of the bells and whistles that come along with it. So they know what
content I’m engaging with, and whether I’m connecting to the content from my
PC, smartphone, tablet or Alexa. And they can leverage this vast supply of
shopper and behavioral data to sell hyper-targeted advertising to brands who
can then speak directly to me.
When you look at it like that, it’s really not much
different than how we’ve worked in the panel world. Historically, we have facilitated
the conversations brands have with consumers, and have evolved by taking
advantage of emerging technologies to help amplify those conversations. And,
like Amazon, we grew our business by embracing early on that panelists
(consumers) are people, too. 
(Believe it or not, it’s not as obvious to
everyone as that sounds!) Today’s consumers want to have meaningful
interactions, but they also want to have them when and where is convenient to
them. So we meet them on their devices of choice; we always design surveys
mobile-first (in fact, Lightspeed has an
entire team dedicated to this
) and we use
data appends
 to reach the right consumer with the right questions. We
invite survey respondents to answer open-ends with video
responses
 ‘ an engaging experience for them resulting in more
meaningful data for brands to act on. We’re able to blur the line between quant
and qual, intercepting surveys with invites to participate in deeper, on-point
conversations. And brands can leverage all of this to create hyper-targeted
advertising that speaks directly to their consumers. Which ties back to that
Amazon example I shared above.
As Kantar pointed out at their FragmentNation
event
, the marketplace is splintering — not with a whimper but with a
bang. So while the ad world should fear the Amazon in the room, it should also
embrace it. It’s an eye-opening reminder that consumers are advertising’s most
valuable assets in a marketplace that is more diverse and fragmented than ever.

Image Recognition and the Future of Digital Analytics

This post was originally
published
on Kelton Global’s Blog.

The days of text-centric social feeds are officially long
gone. A whopping 1.8 billion images are uploaded to the Internet daily
and of those, 350 million are shared on Facebook. Instagram recently
surpassed 500 million active users, and Snapchat now has more active users than Twitter. The content that flows
into our social feeds is more heavily optimized than ever to deliver more of
what people want’less text and more visuals.
Brands have adapted their social content strategies
accordingly by delivering more visually immersive experiences. And while we’re
seeing significant shifts in branded content, this influx of visual content has
yet to herald a commensurate change in social analytics. Accordingly, few gains
have been made to measure and derive insights from the contents of images or
video. Social listening has historically focused on the challenges of text-based
analysis’specifically, the challenge of determining the context and meaning
behind posts. But as social media habits evolve, it’s clear that deriving
insights from pictures is an increasingly important aspect of understanding
consumers. That’s where image recognition comes into play.
Brands have adapted
their social content strategies accordingly by delivering more visually
immersive experiences.

Simply put, image recognition is the process of translating
images to data. Photos and images can reveal a wealth of data
points’demographics, purchases, personalities, and behaviors (just to name a
few). Through next generation image recognition, a mere selfie may reveal a
person’s gender, approximate age, location disposition, and even the clothing
brands that the person is wearing. As text-centric media takes a backseat to
image and video, the opportunity to understand the contents of these formats
grows. These insights represent a veritable treasure trove of actionable data
for brands.
Tools that analyze image and video-based content are still
in development, but increased investment in research is already impacting
commercial products and how they’re advertised. One example is brand logo
recognition’scanning images for brand logos, and flagging them with the
corresponding brand names. This tool is especially powerful considering that 80% of photos shared online depict a brand logo but don’t
explicitly call out the brand’s name.
 This fact points to a sizable
opportunity for companies to measure and understand the impact of these formerly
inaccessible data points.
Photos and images can
reveal a wealth of data points’demographics, purchases, personalities, and
behaviors (just to name a few).

As an example of how this applies to brands, Kelton’s
Digital Analytics team took a look at the scores of backyard BBQ photos that
flooded public forums, blogs, and social feeds over the recent 4th of July
holiday. We experimented to see which of two quintessentially American beverage
brands’Coca-Cola and Budweiser’netted more published images of
patriotically-themed bottles and cans (as well as other forms of branding) on
social media.

In the end, Coca-Cola branding was twice as prominent as
Budweiser’s. We found that Coke bottles and cans popped up in more diverse
settings such as public parks and inside motor vehicles, whereas Budweiser was
predominantly found in bars and house parties. Coke also aroused greater
sentiment around the theme of Americana, as many consumers
photographed vintage Coca-Cola gear and opted for bottles over cans. This might
explain why Coke captured a significantly greater share of social mentions than
Budweiser.
This example illustrates several ways that brands can
leverage image recognition technology to build actionable insights:
??        
Ethnographic data ‘ Identify where, when
and how often brands are showing up in people’s lives.
??        
Updated brand health analysis ‘ We now have
a more comprehensive point of view of brands’ online footprint.
??        
Sponsorship and Branding ROI ‘ Extend the
value of branding and sponsorships shared via online news, blogs and social
media through a multiplier effect.
??        
Influencer identification ‘ Find authentic
brand advocates who consume and spotlight your merchandise.
??        
Misuse use of brand iconography ‘ Surface
content that depicts improper usage of brand’s logo or other creative assets.

In today’s ever-shifting social media landscape, it’s never
been more important for brands and their partners to stay aware of the new and
emerging capabilities that can help better understand consumers’ behavior
online. Image recognition is just the beginning. From AI startups to instant
objection recognition devices
, the mobilization and fusion of research,
tech, and capital is quickly reshaping the way we think about analytics. These
new tools will add even more contextual understanding to sentiment on social
platforms, empowering brands to understand consumers like never before.

Image Recognition and the Future of Digital Analytics

This post was
originally published on the Kelton
Global Blog
.

The days of text-centric social feeds are officially long
gone. A whopping 1.8 billion images are uploaded to the Internet daily
and of those, 350 million are shared on Facebook. Instagram recently
surpassed 500 million active users, and Snapchat now has more active users than Twitter. The content that flows
into our social feeds is more heavily optimized than ever to deliver more of
what people want’less text and more visuals.
Brands have adapted their social content strategies
accordingly by delivering more visually immersive experiences. And while we’re
seeing significant shifts in branded content, this influx of visual content has
yet to herald a commensurate change in social analytics. Accordingly, few gains
have been made to measure and derive insights from the contents of images or
video. Social listening has historically focused on the challenges of
text-based analysis’specifically, the challenge of determining the context and
meaning behind posts. But as social media habits evolve, it’s clear that deriving
insights from pictures is an increasingly important aspect of understanding
consumers. That’s where image recognition comes into play.
Brands have adapted their social content strategies
accordingly by delivering more visually immersive experiences.
Simply put, image recognition is the process of translating
images to data. Photos and images can reveal a wealth of data
points’demographics, purchases, personalities, and behaviors (just to name a
few). Through next generation image recognition, a mere selfie may reveal a
person’s gender, approximate age, location disposition, and even the clothing
brands that the person is wearing. As text-centric media takes a backseat to
image and video, the opportunity to understand the contents of these formats
grows. These insights represent a veritable treasure trove of actionable data
for brands.
Tools that analyze image and video-based content are still
in development, but increased investment in research is already impacting
commercial products and how they’re advertised. One example is brand logo
recognition’scanning images for brand logos, and flagging them with the
corresponding brand names. This tool is especially powerful considering that 80% of photos shared online depict a brand logo but don’t
explicitly call out the brand’s name.
 This fact points to a sizable
opportunity for companies to measure and understand the impact of these
formerly inaccessible data points.
Photos and images can reveal a wealth of data
points’demographics, purchases, personalities, and behaviors (just to name a
few).
As an example of how this applies to brands, Kelton’s
Digital Analytics team took a look at the scores of backyard BBQ photos that
flooded public forums, blogs, and social feeds over the recent 4th of July
holiday. We experimented to see which of two quintessentially American beverage
brands’Coca-Cola and Budweiser’netted more published images of
patriotically-themed bottles and cans (as well as other forms of branding) on
social media.

In the end, Coca-Cola branding was twice as prominent as
Budweiser’s. We found that Coke bottles and cans popped up in more diverse
settings such as public parks and inside motor vehicles, whereas Budweiser was
predominantly found in bars and house parties. Coke also aroused greater
sentiment around the theme of Americana, as many consumers
photographed vintage Coca-Cola gear and opted for bottles over cans. This might
explain why Coke captured a significantly greater share of social mentions than
Budweiser.
This example illustrates several ways that brands can
leverage image recognition technology to build actionable insights:
??        
Ethnographic data ‘ Identify where, when
and how often brands are showing up in people’s lives.
??        
Updated brand health analysis ‘ We now have
a more comprehensive point of view of brands’ online footprint.
??        
Sponsorship and Branding ROI ‘ Extend the
value of branding and sponsorships shared via online news, blogs and social
media through a multiplier effect.
??        
Influencer identification ‘ Find authentic
brand advocates who consume and spotlight your merchandise.
??        
Misuse use of brand iconography ‘ Surface
content that depicts improper usage of brand’s logo or other creative assets.

In today’s ever-shifting social media landscape, it’s never
been more important for brands and their partners to stay aware of the new and
emerging capabilities that can help better understand consumers’ behavior
online. Image recognition is just the beginning. From AI startups to instant
objection recognition devices
, the mobilization and fusion of research,
tech, and capital is quickly reshaping the way we think about analytics. These
new tools will add even more contextual understanding to sentiment on social
platforms, empowering brands to understand consumers like never before.

Redefining the Path from Data Collection to Insight Curation at InsighTech

With unprecedented speed, technology is dramatically
disrupting the way we gather data, connect the dots and tell our insights
stories. The producers of The Market Research Event (TMRE) are excited to
invite you to the all-new InsighTech event. Redefining the path from data
collection to insight curation, InsighTech presents groundbreaking innovations
in the deployment of traditional and new research methodologies. Hear best in
class case studies from your peers, participate in experiential field trips AND
discover emerging technology likely to disrupt the industry even further. This
dual approach ensures you will be able to apply what you learn immediately AND
prepare for the future.
Learn more about this exciting event here: http://bit.ly/1GvhBrq
Featured speakers
include:
The Future of Technology & What it Means for Your
Business: Chris Anderson, Former Editor-in-chief, WIRED, Author, The Long Tail
& Co-founder and CEO, 3D Robotics
The Futures of Market Research: Robert Moran, Partner &
Global Head, Brunswick Insight
Scaling Research for Breakthrough Innovation – The Platform
Approach: Daniela Busse, Director, Global Innovation Network, Citi
Ventures
Download the brochure
for a full list of speakers:
http://bit.ly/1GvhBrq
Plus industry experts from Twitter, LinkedIn, Jawbone &
more will discuss how the research process is and will be effected by:
??        
Neuromarketing
??        
3D Printing
??        
Virtual Shopping
??        
Artificial Intelligence
??        
Internet of Things
??        
Social Gaming
??        
Crowdsourcing
??        
Big Data
??        
Wearables
??        
Data Delivery & Visualization
??        
Mobile Research
??        
Text Analytics
??        
Social Analytics
??        
Geo-location
??        
And more!
InsighTech will cover everything from mobile research to
drones. Do not miss out on this unique experience that is focused on innovation
in research methodology & technology!
Mention code TECH15LII & Save $100 off the
standard rate. Register today:
http://bit.ly/1GvhBrq

Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

This Week In Market Research: 11/10/14 – 11/14/14

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Customer Experience Design: Engaging consumers beyond just theater

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Top 5 Holiday Shopping Trend predictions

Study Highlights Consumer Behavior in Tablet Purchase Journey

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.