Tag Archives: social

#MediaInsights Day 3 Recap

Day 3 started with co-chair Bruce Friend recapping Day 2,
then introducing today’s first keynote speaker.
KEYNOTE 1 – MONEYBALL:
THE ART OF WINNING AN UNFAIR GAME

Paul Depodesta, CSO of Cleveland Browns,
engaged the audience with an overview that there’s a certain way that things
work.  Whether baseball, black jack, or
other situations in life, there’s always that ‘rule of thumb’ that we are
taught to follow.  However, sometimes the
‘rule’ doesn’t always work.  It’s all
about the process. Paul described a process/outcome quad:

??        
Good process/ Good outcome =
success
??        
Good process/ Bad outcome
= just unlucky
??        
Bad process/
Good outcome = get lucky once, but then rely on that luck to be successful
again
??        
Bad process/
Bad outcome = recipe for failure 

So, how do you
win with a lack of resources? 

Putting together a championship team is like cooking a
gourmet meal – you need the right ingredients. We’re always asking the naive questions- why is the market
down, why is this player struggling? We need a reason, but there not always is
a reason, so we try to explain by creating our own cause and relationships.
As with The
Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that
‘rule of thumb’ and start new.  Key
takeaways he learned from testing these new metrics were:         
??        
Find skillful
affordable talent to replace high priced starts
??        
Statistics can
be misleading
He drew
comparisons of scouting baseball players to testing programs.  Emotions drive our decisions, and we tend to
look for data to support and confirm these decisions, while dismissing any data
that contradicts what we believe.

Paul left us
with these 3 points: 
??        
become aware
of biases
??        
become
relentless in asking the naive question
??        
in the game of
uncertainty, how can we beat the house? Learn by previous failures to better
hit success.
KEYNOTE 2 – INSIGHTS
FROM THE 2016 ELECTION

The late morning keynote was actually broken
into 3 parts.  Robin Garfield of CNN
spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a
Q&A with our 2 speakers.

Millennials told us they wanted a candidate who has a plan
to:
?? 
Create good paying jobs
?? 
Make healthcare more affordable

Millennials also told us they didn’t want a candidate who:
?? 
Represents ‘more of the same’
They were looking for a transformational candidate – someone
who will ‘change the government’, and that they were ‘done with the Clintons
and Bushes.’
Most Millennials liked Bernie Sanders, and both
Trump and Clinton were viewed negatively.

Not only was 2016 the most watched year on record in cable
news (with over 3 million total P2+ aggregate audience), but more people came
out to vote in 2016 than ever before.
??        
2000 ‘ 105.4
million total turnout (54.2% of eligible population that voted)
??        
2004 ‘ 122.3 million
(60.1%)
??        
2008 ‘ 131.3
million (61.6%)
??        
2012 ‘ 129,1
million (58.6%)
??        
2016 ‘ 136.6
million (59.0%)
We were show examples of ‘what-if’ scenarios, that
demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million
(65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map
showed that the majority of Clinton’s popular vote came from New York and
California.  And the 2016 Electoral
College hinged on a handful of states, with Trump taking Florida and the Rust
Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).

KEYNOTE PANEL – CROSS PLATFORM MEASUREMENT AND THE FUTURE
OF MEDIA
                 
Jane Clark, from the Coalition for Innovative Media
Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom),
Carol Hinnant (comScore), Steven Schmitt
(TiVo) and Kelly Abcarian (Nielsen).
The panel gave us a perspective of the industry from the
network, agency, and measurement side.  They
addressed the integrity of data and optimizing tools for better plans.  They talked about how there’s a constant
struggle trying to bring all measurement across all platforms together.
Kelly stressed how measurement needs to be a team sport.  Media companies are more and more starting to
own their own data, and that changes the dynamic of the industry.
There is a call from the network and agency side for duration
weighted viewable impressions across all platforms, and the measurement
companies just aren’t there yet.  The
question remains ‘ how do we get there?
The Day 3
afternoon Audience Insights breakouts were:
?? 
MULTICULTURAL
TV AUDIENCES ON TWITTER
‘ Meghann Elrhoul, Twitter
?? 
FULL SPECTRUM:
ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE
‘ Thomas
Grayman, SpikeTV
The Innovations
in Media
breakouts were:
?? 
USING TRENDING
DATA TO UNCOVER THE WHITE SPACE
‘ Rob McLoughlin, POPSUGAR
Below are the Track 1 – Targeting Viewers case
studies:
QUANTIFYING
CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA

ESPN’s David Hobbie gave us insight to David’s study focused on an advertising
campaign during this past year’s Olympics in Rio, and the impact and brand lift
experienced on ESPN Latin America.
THE STORY OF
KIDS MEDIA
The last case study track of the conference had Theresa
Pepe of Viacom give us an in depth look at kids’ data and… The
Story of Me.
We learned about kids under 11 and how they are the most
diverse kids ever. They make up 15.4% of the US population, and are extremely
persuasive. 
Theresa showed us a breakdown of these kids
focusing on:
??        
My beginning
??        
My world
??        
My family
??        
Myself
??        
My friends
??        
My tech
??        
My dreams
??        
Me in a nutshell. 

Since they were born these kids experienced: 
- The
first Black president 
- Terrorism
- Marriage equality 
- Great recession 
- YouTubers 
- On demand 
- Social Media 
- Device overload 
- Gender neutrality 

Their role models are their families’ and some
celebrities.  While 78% of girls look up
to mom, on 58% of boys look up to dad. 
26% said the look up to a grandparent, while the rest of their role
models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister
(15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).
And they are busy!  6.2
hours of the day they are in school, while the rest of their day entails
sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities
(.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26%
of their day.)
In their free time, they watch TV (48%), play with toys
(43%), play video games (33%), and play outside (18%).
CONFERENCE
WRAP-UP

The Conference concluded with a wrap-up with the year’s
co-chairs and the advisory panel giving their feedback of the sessions,
discussing plans for next year’s conference, and taking questions from the
audience.

OmniShopper 2016 Keynote Line-Up Just Announced

Generate Fresh Insights & Predict the Future of the
Retail Industry
The OmniShopper Conference
is the industry’s annual meeting place to uncover new techniques and
methodologies, generate and activate insights and develop shopper driven
marketing strategies to transform retail. Uncover next best practices and
ensure insights remain at the heart of YOUR business.
OmniShopper 2016
July 11-13. 2016
Radisson Blu
Chicago, IL
Discover what’s new in how consumers plan, shop and share
in the OmniChannel world.
Here is the OmniShopper 2016 Keynote Lineup:
??        
Understand What Shapes our Choices, Judgements
and Decisions
Daniel Kahneman, Nobel Prize in Economic
Sciences, Best-Selling Author, Thinking Fast & Slow
??        
Innovate the Physical Retail Space with Emerging
Technologies
Jill Renslow, SVP Marketing, Mall of
America
??        
The Future of Retail, a Retailers Perspective
Sumaiya Balbale, VP of Marketing, Jet.com
??        
Top Trends in Marketing and Selling to Women in
2016
Bridget Brennan, CEO Female Factor and
Author, Why She Buys
In the midst of a rapidly evolving omnichannel world, a rock
solid understanding of shopper behavior and their evolving expectations has
never been more critical.

All New Experiences Maximize Networking, Learning & Fun

??        
Immersive Learning Experiences
Pre-conference workshop
The Shopper Insight Lifecycle:
Best Practices from Generation to Application
??        
Retail Manufacturer Exchange
Define the value of insights and total
store shopability
??        
Interactive Keynote Q&A’s
Personalized input from legends and leaders
??        
Digital Cart Challenge
Shop each booth and the biggest basket wins!
And much, much more!
Want to be the first
to know when the OmniShopper 2016 full program is released? To request a
brochure, click here: http://bit.ly/1Rq3o3h
Use code OMNI16LI for
$100 off the current rate. Buy tickets here: http://bit.ly/1Rq3o3h
We hope to see in Chicago this summer!

Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopper16

Call for Presenters for TMRE Next: The New Face of Consumer Insights

We are currently seeking presenters for:
TMRE Next: The New Face of Consumer Insights
May 2016, West Coast
Deadline: Wednesday, December 9th
*Please note this call for papers is ONLY for Client side
companies. If you are a consultant, solution provider, vendor interested in
speaking on the 2016 program please scroll to the bottom of this email for
details on how to submit.
Formerly knowns at InsighTech – TMRE Next: The New Face of
Consumer Insights is an in-depth follow-up to The Market Research Event (TMRE)
2015. This program will show how to action key hot topics and themes explored
at TMRE 2015. The content presented at this event will evolve the skill sets of
those within market research and consumer insights so that they can remain
competitive and relevant. It explores what’s next in consumer insights and what
it means for you. Key areas explored include: Collaboration, Re-thinking skill
sets necessary for success, Innovations in market research & consumer
insights, setting up your organization and team for success, re-framing the
problem, actionable frameworks, storytelling and a variety of sessions showing
you how research projects were executed and what it means for you.
We are looking for NEW workshops, case studies and
interactive experiences that can be ACTIONED. All sessions need to clearly show
the “how to” behind the content presented.
See below for specifics. Have another idea? Let us know -
anything is possible.
1. Deep Dive Case Studies: Have a NEW story to share? We are
looking for deep dive case studies that will show: What you tried, what worked,
what didn’t and what you recommend. Can you share a real life research project
success story? Tell us how it was executed?
2. Workshops: Do you have a hands on workshop that could help
market researchers evolve their skill set? Understand new frameworks? Show them
how to use new tools?   
We are looking for presentations in the areas listed below as
well as any other areas/topics that you think would be a great addition to the
2016 program.
Skill
Building:
1. Prioritizing
2. Data Visualization
3. Talking to C-Suite
4. Text Analysis- How to make things useful
5. Skill Building in HOW TO REFRAME THE PROBLEM
6. Moving people to be an independent thinkers
7. Tracking Progress
8. Collaboration :Collaboration strategies to integrate all
sources of data – collaborate across different units to ensure impact of
insights
9. Your Strategy for Success: How do you succeed internally?
How do we become internal change agents?
Deep
Dive Case Studies:
1. Bridging the speed vs rigor – data quality angle
2. How to approach Global: Best Practices and Practical Tips
3. How do you build an insights function?
4. Making Insights immediately relevant
5. DIY vs external Insights: Working in house vs external-
Why? What do you send out?
6. Budget: Getting the Most from your research budget: How do
we do the same for less?
7. Bridging the speed vs rigor – data quality angle
8. How to approach Global: Best Practices and Practical Tips
Teams & Organizational Structure: Structuring Your Teams
for Success
1. Team structures and reporting lines
               
a. Structure and Organization The future face of the insights team (structure,
prioritizing, DIY)
               
b. Matrix For Team Development
               
c. Where do people report to? Skill Sets needed? How do budgets work
(centralized budgets? Internal client chargebacks? Hybrid?)?
Workshops:
1. Storytelling
2. Data Visualization
3. Public Speaking
4. Innovation
5. Reframing the Problem
Re-framing the problem – the right questions to ask early on
- what does the business need
6. Frameworks
               
- Process models
               
- Communication Framework
               
- Product Development Framework
               
- Innovation
               
- Business Sizing
               
- MEOWS Framework
Reimagining
Client Vendor Relationships:
1. Navigating the Future of Client/ Vendor Relationships
2. Baseline- Finding new Suppliers
               
i. Vendor selection: Maintaining the ones you have, selecting new vendors
Additional Topics of Interest:
1. Creating Engagement
2. Insights from Scratch: Insights for Startups -Departments
of 1 :  What is working and what isn’t 
3. Managing & Working with Global teams
4. How do you set yourself so you can enable research
innovation
5. How are projects prioritized? Is there a system?
6. Budget: Where does funding come from?
7. When you don’t own data, how do you play in the data
economy? How do you partner w/ partners that do own the data.
8. Gamification
9. Creating a Culture of Innovation and Growth
10. Neuromarketing
11. Trends: Internet  of Things/ AI/ Culture/ Next Gen
12. Mobile Research Innovation
13. Visualization Analytics
CLIENT
SIDE COMPANIES ONLY:
Due to the high volume of submissions, only accepted
proposals will be notified. For consideration, please email rkunstadter@iirusa.com with the
following information by Wednesday, December 2, 2015:
‘ Proposed speaker name(s), job title(s), and company name(s)
‘ 3-4 Sentence Bio
‘ The topic your session would cover
‘ Session Title
‘ Session Description (60 words or less)- What is new and
unique? What will the audience gain from this presentation?
‘ Your complete Mailing Address, best contact number, best
email.
SPONSORSHIP
OPPORTUNITIES:
  All vendors, consultants, agencies and solutions
providers that would like to get involved in TMRE Next: The New Face of CI
should contact Sponsorship Director, Jon Saxe at JSaxe@iirusa.com  or at 646.895.7467
All the best,

The TMRE Next Team

Your Opportunity to Connect with Client-Side Shopper & Retail Executives in Paris

Breaking News – 83% Client-Side Attendance at OmniShopper International 2015!
In just 3 weeks, the best in retail and shopper strategies
will gather in Paris at OmniShopper International. We have some exciting
news to share with you about the event – the highest client-side attendance to
date, with an astounding 83% of participants coming from client-side
organisations.

So what does that mean for you? Even MORE opportunity to get in front of the
real decision makers in organizations like Ferrero, Tesco, Johnson &
Johnson UK, LEGO, Mondelez International, Coca-Cola, SABMiller and more.
It will be a room filled with real purchasing power. Download the brochure for more information: http://bit.ly/1LBURFR

These companies have already invested in insights by registering to attend -
and now they are looking to invest in their next great partner:

Almeer Group
Altex
Arla Foods
Atria Plc
Barilla
Beiersdorf AG
Boston Consulting Group
Campofrio Food Group
Coca-Cola
Colgate Palmolive Ltd
Danone
Edgewell Personal Care
Engage BBDO
Fazer Group
Fazer Leipomot Oy
Ferrero
GfK
GSK
Hakuhodo Inc
Harvard University
InContext Solutions
INSEAD
Instore Power Provider SRL
John Lewis Plc
Johnson & Johnson Consumer UK
Kantar Retail
Kimberly-Clark
LEGO
Market Strategies International
Metrixlab
Metro SA
Metsa Board International
MindSpark Research International
Mondelez International
NORM Research & Consulting AB
Ogilvy & Mather Africa
Ontex
P&G
Pagen AB
PepsiCo International
Perfetti van Melle
Philips
Plzensky Prazdroj (a SABMiller plc company)
Procter & Gamble Europe SA
Publicis Belguim
Quotus Research
Red Bull GmbH
Relish Research
Sanofi
Shell International
Skim
Societe des alcools du Quebec
Sovena
Swedish Match
Tesco Czech Republic Slovak
The Lavin Agency
TNS
Unicer
Unilever
Vaselic doo
Vivid Brand
Warburtons Ltd
Warc
WD- 40 Company Zweigniederlassung
Webb deVlam
William Grant and Sons Distillers Ltd
Windsor Leadership Group
As a valued reader of
our blog, you get an exclusive $100 off the current rate when you use code
OMNIPAIS15BL. Register here: http://bit.ly/1LBURFR
We hope to see you in Paris!
Cheers,
The OmniShopper Paris Team
@OmniShopper

#OmniParis15

Free Webinar: Virtual Reality – The Key to Understanding Shopper Decisions

In the CPG and retail industry, analyzing shopper decision
trees are important for both strategic and tactical decisions. Traditionally,
they’ve either been created from historical purchase data (household panel
data, for example) or attitudinal surveys (card sorting, attribute rankings, or
shop-alongs.)
But that is no longer the case! Virtual reality has changed
the way shopper research is done. Traditional methods are integrated with data
from virtual shopping simulations, providing a deeper understanding of both the
attitudes and behavior of the shopper.
Join InContext Solutions’ Rich Scamehorn and Liz Cox for
their webinar to learn the latest trends and applications of virtual reality
research, and how virtual technology is allowing retailers and manufactures to
optimize assortment and eliminate traditional decision tree barriers, such as:
-                      
Hard-to-track categories (e.g., instant
consumption products, products without UPC codes)
-                      
Hard-to-track channels (e.g., Liquor stores,
C-stores)
-                      
Low purchase frequency categories (e.g.,
cosmetics, consumer electronics)
-                      
Retailer-specific data 
-                      
Occasion-based decisions
Register for this free webinar here: http://bit.ly/1LvvQgP
Presenters:
Liz Cox, Group Vice President, Insights, InContext Solutions

Rich
Scamehorn, Chief Research Officer, InContext Solutions

Liz has a passion for turning data into insights for
clients. Prior to joining InContext Solutions, Liz spent over 25 years in
shopper and consumer insights roles at IRI and Ipsos. Liz is now bringing
together her primary areas of expertise, virtual testing and shopper decision
trees, into an exciting new research offering. Liz holds a MS in Marketing and
Strategic Management from Purdue University’s Krannert School of Management.
Rich co-founded InContext Solutions in 2009, and serves as
Chief Research Officer. He has over 20 years of market research experience, and
began his career at Rockwood Research and Market Resource Associates, two
start-up research suppliers. He moved to the client side with Tennant and
General Mills where he introduced virtual store testing as a faster, cheaper
method providing great cost savings to the company. Rich holds a bachelor’s
degree from Macalester College in mathematics and a master’s degree from the
University of Minnesota in statistics.
Save you seat for
this webinar: http://bit.ly/1LvvQgP
Want more on this topic? Attend OmniShopper International
next month to see InContext Solutions present a session called, ‘The Latest
Trends and Applications of Virtual to Research.’ OmniShopper Intl is taking
place November 14-16 in Paris France. AS a valued member of our LinkedIn
community, you get $100 off the conference rate when you code OMNIPARIS15BL.
Learn more or register here: http://bit.ly/1W2eIG7
Cheers,

The OmniShopper International Team 

10 Ways You Innovate Your Shopper Strategy to Increase Revenue

The shopper journey to purchase is a lot more complicated than
it used to be. Technology continues to advance at a rapid pace and shopper
preferences are constantly changing. Creating a true end-to-end Omnichannel
customer experience is absolutely key for companies operating in today’s
market.
OmniShopper International 2015 will give you the tools you
need to innovate your shopper strategy in order to increase revenue and thrive
in this new retail world. Here’s how:
EMBRACE OMNICHANNEL: Understand how technology
and people are key to delivering true end-to-end omnichannel experiences with
Simon RussellDirector, Retail Operations Development at John Lewis Partnership.
BE DIGITAL: Learn how to bridge offline shopper
experience and the digital world with Valerie Bolliet, Global Shopper Marketing
DA, Consumer Lifestyle at Philips.
ENGAGE THE CONSUMER: Barbara Pederzolli, Shopper
& Commercial Insights Senior Manager, Central & Southern Europe at
Coca-Cola will share how to optimize in-store communication probing the mind of
the shopper.
BOOST YOUR BRAND:  Hear from Luis Fernandes,
Global, Customer & Shopper Director at Campofrio Food Group, how to Use
shopper insights to boost a brand relaunch along the entire path to purchase.
SPOT TRENDS: Hear about emerging channels &
trends with Eric Fuchs, Non Food Online & Multichannel Bizdev Director at
Carrefour France.
TAKE RISKS: Caspar Berry, Professional Poker Player
& CEO of Risk Taking and Decision Making Limited, will talk about how risk
taking and decision making complement each other in Poker, Business and Life.
UTILIZE BIG DATA: Learn how to turn big data
into insights with Olin Novak, Marketing Director at Tesco.
THINK LIKE A MILLENNIAL: Learn how to create a
social organization that Matches Today’s Millennial Shoppers with Nahal
Yousefian, Head of Human Resources at Tesco Europe.
STAY COMPETITIVE: Want to know how to compete in the
age of the omni-shopper? Steve Hildebrand, Director and Owen McCabe, Director
of Consulting at Kantar Retail Europe will tell you.
INNOVATE THE EXPERIENCE: Herv??
Turpault, MD Europe, Perception Research Services will talk about
application and innovations in eye-tracking and the shopper.
Innovate your shopper strategy in Paris with us this fall!
Download the brochure to see the full program: http://bit.ly/1N5tSUn
Use code OMNIPARIS15BL for an exclusive $100 off the current
rate when you register: http://bit.ly/1N5tSUn
  

Unilever Reveals New Rules to Identifying Insights

The shopper’s journey to purchase is not linear. The reality
is that people move in and out of moments where they serve as the shopper, the customer
and the consumer. Having multiple channels to support these moments is what
creates a seamless experience. As retailers and FMCGs, we have to depict the
total shopper journey-in the right moment, with the right message, and at the
right place.
As the shopper journey continues to evolve, what are the new
rules for identifying insights? Find out at OmniShopper
International
, formerly The International Shopper Insights in Action Event.
November 11 – 13, 2015
Paris, France
Learn
about the new rules of identifying insights with Unilever:
Changing Shopper Realities: New Rules for Identifying
Insights
Vijay Raj, Vice President, CMI, Research Innovation, Media
& Shopper Insights, Unilever:
Today success is connecting with your OmniShopper throughout
the route to market, understanding and measuring shopper behavior, and
providing the right experience. During this keynote, Vijay will address the new
rules to identifying insights. Where do insights come from? What is the role of
insights? What does it mean for how we gather
insights?               
Download
the full agenda here: http://bit.ly/1UiCKs9
OmniShopper International offers you all-new expertly curated
content, extraordinary keynote speakers, in-depth track sessions,
brand-retailer collaborative think tanks, interactive workshops, and a retail
store tour designed to disrupt your day job. You will be granted unscripted
access to experts who can fast-forward your understanding of total shopper
behaviour and predict the next new path to purchase.
Join us in November to uncover the future of retail and
changing shopper realities.
Register
today with code OMNIPARIS15LI and get $100 off current rates: http://bit.ly/1UiCKs9
Cheers,
The OmniShopper International 2015 Team
@OmniShopper
#OMNIPARIS

Trend Trek: Exploring Trends and Collecting Insights in Chicago

By: Stephan Paschalides
As part of OmniShopper, Stephan Paschalides from Now Plus
One, led a group of conference attendees on a 3.5-hour Retail Trend Trek
through Chicago. The fundamental goal of this inspirational immersion was to
explore current marketplace trends and collect valuable insights that are
relevant to participants, no matter their brand or agency affiliation.
We visited several retail locations of new and established
brands, including Bonobos, Shinola, TOMS, Warby Parker, The Tie Bar, DAVIDsTEA
and BucketFeet. At each stop, a brand associate shared thoughts about the brand
and specific retail location, and then we had the opportunity to ask questions
and explore the store space and products. We were very impressed at the high
level of engagement by the group, and at the sheer amount of insights we uncovered
in such a short time!

We’d love to share some of the highlights of our Trend Trek
in terms of insights:
??        
The brands we visited actively encourage
employee participation by inviting them to share feedback, incorporating their
ideas into the brand or store, and allowing them to make changes to the retail
space. Because of this two-way relationship, employees act as enthusiastic and
powerful brand representatives, rather than mere retail workers.
??        
Each of the individual retail establishments we
visited takes pride in participating in the larger community. They hold events
for the neighborhood, share products with other stores, and give back to local
Chicago communities. This allows even the bigger and global brands to feel
authentic within the local community.
??        
The brands we encountered are transcending the
retail experience by creating a movement for change. Shopping at many of these
store locations is more than just a transaction; instead it feels like a way to
participate in the brand’s movement whose goals included issues like
eradicating poverty, connecting people to artists, and revitalizing craft in
America.
??        
Despite the current industry obsession with
having digital presence, there remains a strong consumer desire to offer
tactile, sensory and emotional experiences in physical retail environments.
The Trend Trek participants reported than they felt
invigorated by getting out of the building and exploring Chicago. We
consistently find that there is a lot of power in exploring parallel
categories, as it helps participants think more conceptually, and allows them
to translate fresh insights to their own category.
Stephan Paschalides is
the Principal of Now Plus One, a
cultural insights agency specializing in market immersions. He will be leading
a Trend Trek at Foresight & Trends 2015 in Los Angeles.

The ‘Internet of Things’ and The Future of Insights

By: Gina Joseph,
Communications Manager, inContext
Solutions
 

Renee Brandon’s afternoon session on the Internet of Things
gave attendees a moment to think futuristically. What if washing machines could
order you more detergent when you run low? What if in-store beacons could ask
you if you needed help as you walked down the aisle at a grocery store? What if
your health monitor could tell you when you missed a dose of a medication, and
could suggest a different meds to take instead?
Would these things creep you out, or do they sound like
useful technologies?
These were some of the questions posed when Brandon and her
company, Field Agent, created sample studies to find out how people would use
and respond to connected technologies just like these.
The future of
insights 

While the above scenarios may sound sci-fi, they are the
kinds of technological capabilities that are coming our way 10 or 15 years down
the road, maybe less. So learning how the Internet of Things will affect
consumers and shoppers, and what types of insights can be gleaned from these
technologies, is imperative to planning how store experiences will work down
the road.
When Field Agent conducted studies related to these
connected futuristic scenarios, there were certain considerations they wanted
to measure:
??        
The appeal of the technology (how consumers
viewed the benefits of being connected)
??        
The comfort level associated with having to
answer surveys triggered by the technology (Brandon referred to this as the
‘creepiness factor’)
??        
And their likelihood to actually respond to a
survey
Field Agent came away with some insightful results. When it
came to a connected home’a house where connected thermostats and light sensors
regulate your homes temperature and energy usage while you’re away’sample tests
showed a strong appeal to the usefulness of that type of technology. However,
when respondents were asked whether or not they would be comfortable with
surveys asking about where the homeowners are going on vacation, or for how
long, the correlation was low’only 37% were comfortable with that kind of
personal information being asked.
In contrast, being able to be connected through health
monitors and receiving notifications about medication refills and doctor
appointment suggestions also had a strong appeal as well as a high comfort
level’the takeaway being that consumers are more likely to answer survey
questions about their own personal health in order to maintain a healthy
lifestyle.

This kind of data on the Internet of Things and the insights
they will produce is still in an early phase. But more and more, these kinds of
data sets and technologies will become the norm, and we need to make sure we’re
ready for them. 

Meet Your OmniShopper International 2015 Keynotes

Jumpstart your next best shopper strategies by collaborating
with some of the best in the retail industry at OmniShopper International this
November. Formerly International Shopper Insights in Action, OmniShopper
International 2015 brings you the best mix of leading retailers, brands,
visionaries and thought leaders to arm you with the insight you need to make
your next shopper breakthrough.

Download the brochure here:  http://bit.ly/1Jq1EmA

Introducing Your 2015
Keynotes: 

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OmniChannel Experiences
Simon Russell
Director of Operations,
JOHN LEWIS PARTNERSHIP 
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Creating Ideas that Matter
Tim Harford
Best-Selling Author
THE UNDERCOVER ECONOMIST 
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Shaping Consumer Decisions
Nina Mazar
Behavioural Scientist, Associate Professor of Marketing
ROTMAN SCHOOL OF MANAGEMENT
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In-Store Strategy
Pierre Chandon
The L’Oreal Chaired Professor of Marketing-Innovation and Creativity, Director,
Sorbonne Behavioural Lab, INSEAD 
??        
Changing Shopper Realities
Vijay Raj
Vice President, CMI, Research Innovation, Media & Shopper Insights
UNILEVER

And more!

See the full keynote lineup here:  http://bit.ly/1Jq1EmA

Plus, stories to help you rethink the future of retail and shopper realities from:

Carrefour France * Tesco * Philips * Warburtons Limited * British American
Tobacco * Coca Cola Italia * Campofrio Food Group * Coop Danmark * Metro * GSK
Consumer Healthcare and more.

Join us 11-13 November and revolutionize your shopper strategy to win in the
emerging retail landscape.

Use code OMNIPARIS15BL for $100 off the
current rate. Register here: 
http://bit.ly/1Jq1EmA

We hope to see you in Paris! 

Cheers,
The OmniShopper International 2015 Team
@OmniShopper