Leveraging Quantified Self Movement for Market Research Purposes - Kantar

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© 2013 Kantar Health
Leveraging Quantified Self
Movement for Market
Research Purposes

2
www.kantarhealth.com
Quantified
Self
Inputs
 Food
 OTC/Rx
 Sleep
 Local air quality
States
 Mood
 Stress
 Blood glucose
 Blood pressure
Physical
Performance
 Steps taken
 Calories
The “Quantified Self” Movement Not New.
But Now at Tipping Point
2
Influx of affordable, non-
intrusive technology making
it easier to acquire data on
aspects of one’s daily life

3
Passive Supporting the Active
TRUE 360 Degree View of Consumer
Smart
Analysis
Passive
Data
Collection
Active
Data
Collection

4
Don’t look at Quantified Self
data in isolation
4
Integration of Data Sets for 360
Degree View of Consumer
Survey
Data
Social media
and
lifestyle data
Wearable Tech
and Mobile App
Data
Qual
Data

5
Just because we CAN do something, doesn’t
mean we SHOULD
5

6
Currently, we engage with study participants
limited time
00.20.00HOURS MINUTES SECONDS

7
By linking into QS, we can get more time
with participants
 Passive, self-tracking data
could be collected over
weeks or months
 Less attrition due to QS tie-in
 Can even enable us to
conduct ethnographic type
studies efficiently
7
Get MORE, BETTER Data!

8

9

10

11
I don’t monitor my
blood glucose levels
Once a week
A few times a week
Every other day
Once a day
More than once a day 26
7
4
16
14
33
200 UK Diabetics with Internet- Connected Glucose
Monitors for 2 Weeks
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Claimed blood glucose monitoring
67%
90% Retention
Measured Mood levels against
monitoring data.
Base: (202)

12
Going for even deeper understanding of diabetics
 Now layering in fitness and social media data
 Fitness sensors
 Social Media/Lifestyle
 Correlations bet.
blood glucose, exercise
diet & mood
Hobbies, travel, beliefs?

13
Enhanced Patient Segmentation Studies
 Groups consumers with same
attitudes into segments that
can be profitably targeted
 Enables us to focus marketing
on
Meaningfully distinctive groups
Can be easily targeted

14
Leveraging QS Can Get Us More Detailed and
Accurate Data to Inform…
 Exercise
 Diet habits
 Likes/Hobbies/Music
 Travel
 Commentary around
healthcare, specific disease
state or just general lifestyle
Behavior Attitudes

15
Oncology: Drug that doesn’t extend life but
enables participation in life
 Fitness sensor, pain diaries,
short surveys = insights on
active patients against
general pop.
Correlate pain levels with
activity
 Helps healthcare providers
manage patient pain better
Monitor workforce contribution
 Active, working patients pay into
healthcare system

16
Internet-connected toothbrushes
Link between oral hygiene
and overall health & fitness
 Passive
 Brushing frequency, duration
Physical activity
 Active
Mood scale
Food & drink
Health problems

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Womb to Tomb Tracking

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QUANTIFIED BABY!

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Mimo Onesie Sleep Monitor

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Internet-connected baby scale

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Huggies Internet-connected diaper

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 New Moms a key target
market
 We get limited time with
new Moms
No consistent routine
 By recruiting them to
connect QB data, their actual
time won’t be necessary
In terms of active involvement
From Quantified Self > Quantified Baby

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Numerous research applications across
multiple infant categories

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Quantified Dog!

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From market research perspective, still
unexplored territory

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Key Takeaways
Passive Supporting Active
Data Collection
 Superior Retention
 Longitudinal Studies
 Accuracy
 Survey > lifestyle platforms
 Still a lot to learn
 MORE, BETTER DATA =
BETTER INSIGHTS
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Leveraging Quantified Self Movement for Market Research Purposes - Kantar

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