Why researchers collaborate with technology companies - a behavioral data example
Behavioral is increasingly in demand. But why? What is it exactly? And how does this add value to your research? Wakoopa gets you behind the screens. In this presentation we provide you with detailed insights on why you need behavioral data in your research design. We aim to inspire you with examples of how behavioral data has been used to improve research designs. And we give you a detailed example of how behavioral data can drive consumer journey research designs. Enjoy the view! Founded in 2007 in Amsterdam, the Netherlands, Wakoopa has become the worlds leading supplier of passive metering technology on three screens (pc, tablet, smartphone). Wakoopa unlocks high quality behavioral data. We empower the consumer insights industry with the best tracking technology and the most powerful data distribution models. And we offer consumers the best user experience. Researchers can track and analyze the digital footprint of consumers across three devices. We help our customers create user centric, single source, behavioral datasets. The captured data includes all the websites, search terms, advertising (pc) and apps (mobile) consumers interact with. Wakoopa powered behavioral data fuels innovative research designs in over 20 markets globally. Use cases include consumer journeys, segmentation and audience measurement.
Why researchers collaborate with technology companies - a behavioral data example
- 1. WHY RESEARCHERS COLLABORATE WITH TECHNOLOGY COMPANIES
- 2. o o o Economic recovery not resulting in research industry growth
- 3. Shopping around is rewarding for brands cheaper better faster innovative Michael Brereton and Simon Chadwick in ESOMAR 2015 report
- 5. Daily media consumption 8hrs 41mins
- 6. Average number of times an office worker checks their email inbox per hour X
- 7. Human attention span is shorter than that of a goldfish 8.25SECONDS 9SECONDSVS
- 8. Things will never be this easy again
- 9. Things will never be this easy again
- 10. Increased need to understand consumers context better, e.g. by extending interview length Behavior trends o o o Changing consumer behavior
- 11. Market research needs more attention from consumers to better understand them 0 5 10 15 20 25 2010 2011 2012 2013 2014 2015 Minutes
- 12. But with increasing survey length come increasing survey dropout rates 0% 10% 20% 30% 40% 50% 60% 70% 80% 0-5 minutes 5-10 minutes 10-15 minutes 15-20 minutes 20-25 minutes PC Tablet Phone
- 13. Changing respondent behavior Research trends o o o o Decreased opportunity to explore consumers intent and behavior
- 17. THE MOST IMPORTANT EMERGING SKILLS: DATA & ANALYTICS
- 18. BEHAVIORAL DATA MEETS OPINION DATA HOW BEHAVIORAL DATA CAN ENHANCE MARKET RESEARCH
- 19. why BEHAVIORAL DATA MEETS OPINION DATA WHAT + WHY
- 20. collecting generate BEHAVIORAL DATA MEETS OPINION DATA COLLECTING + GENERATING
- 21. BEHAVIORAL DATA MEETS OPINION DATA WHAT IS + WHAT COULD BE
- 22. BEHAVIORAL DATA MEETS OPINION DATA OBJECTIVE + SUBJECTIVE
- 23. BEHAVIORAL DATA IS A SPECIFIC TYPE OF BIG DATA: 3 KEY POINTS Behavioral Data: Most Big Data:
- 24. Behavioral data collection technology is a big challenge KEY REQUIREMENTS: o Focus on user (respondent or panelist) experience o State of the art security and privacy standards o Up to date for devices, operating systems, browsers o Flexible data processing and distribution o Panel recruitment and management
- 26. Consumer Journey Research Design (1) Typical key questions 1. Market potential: 2. Consumer journey: 3. Tactical:
- 27. Consumer Journey Research Design (2) Typical consumer journey research approach o Recruitment: o Survey: o Passive metering: o Focus group interviews:
- 28. Consumer Journey Research Design (3) 10 killer consumer journey research questions 2. What keywords are being used by different target groups to search for information 5. What does the user journey after each search term look like?
- 29. Sample behavioral data analysis DROP TABLE user_metadata; CREATE TABLE user_metadata ( user_id int, panelist_id string ); insert overwrite table user_metadata select user_id, max(panelist_id) from user_mappings group by user_id; drop table result_pre_post_urls; create external table result_pre_post_urls ( panelist_id string, url string, used_at string, seconds int, pre_1_url string, pre_1_used_at string, pre_1_seconds string, pre_2_url string, pre_2_used_at string, pre_2_seconds string, pre_3_url string, pre_3_used_at string, pre_3_seconds string, post_1_url string, post_1_used_at string, post_1_seconds string,
- 30. CHEAPER FASTER BETTER MORE INNOVATIVE THE KEY CHALLENGES IN MARKET RESEARCH REVISITED
- 32. How can you enhance market research with behavioral data? o o o o o
- 33. CASE STUDY 1) Using behavioral data to observe instead of ask OBSERVED: 60,6% DECLARED: 72,8%
- 34. PEOPLE WHO WATCHED PHOTOS ON FACEBOOK: CASE STUDY 2) Using behavioral data to dig deeper
- 35. CASE STUDY 3) Using behavioral data to get in-the-moment insights
- 36. By being there when it matters the researchers were able to: o o o CASE STUDY 3) Using behavioral data to get in-the-moment insights
- 37. CASE STUDY 4) Using behavioral data to get the full picture cross- device
- 38. 32 68 44 39 27 31 32 38 looks for ultrasound pictures shop online searches for baby shower visits pregnancy calendar searches for body changes interacts with moms forums looks for medical advice looks for babies names whatmomsdoonline(%) 1.pregnancy 2.first weeks 3.mature 4.veteran CASE STUDY 4) Using behavioral data to get the full picture cross- device
- 39. How many of the last 5 websites visited do users recall? o o o CASE STUDY 5)
- 40. How can you enhance market research with behavioral data? o o o o o