GETTING MOBILE RIGHT pg. 44
MOBILITY OF MOBILE
SURVEY 4
Approaches to Context Insight Capture
market research bulletin
special
MOBILE
ANALYTICS CONFERENCE
ISSUE
CONFERENCE PROGAM NOV. 06, 2014
CROSSROADS TECHNOLOGY
TOP
10
mobile
TRENDS
CHANGE SERIES
PICTURED
JULIANA SMITH HOLTERHAUS
page
Lumi Insights
32
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THIS IS TECHNOLOGY EXCHANGE THAT DELIVERS. Attend In-Person or via LIVE Simulcast
CROSSROADS is a 4 part Executive Technology Exchange series reaching 4 major metropolitan cities through 2015. Experience true thought leadership and cutting edge Technology Exchange PU WLYZVU VY [OYV\NO SP]L ZPT\SJHZ[ MYVT `V\Y V^U VMÄJL VY TLL[PUN YVVT The premier Peer-To-Peer TECHNOLOGY EXCHANGE event series devoted to the open exchange of thought leadership programming for senior level executives across global industries. Connect with industry leading executives in our innovative executive “meet & greet” session environments. You’ll be amazed at the access that the CROSSROADS programming provides to our keynotes, presenters and panelists. We’re on tour to meet you.. Don’t miss it!
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CROSSROADS
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CHANGE
CROSSROADS TECHNOLOGY
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APRIL 16, 2015
New York, NY
Save These Dates!
APRIL 2015 BIG DATA
New York City
16
JUNE 2015
SOCIAL MEDIA 23 Philadelphia
SEPTEMBER 2015 21
TECHNOLOGY San Fransisco
MOBILE 12
NOVEMBER 2015 Washington DC
CROSSROADS
TECHNOLOGY
CHANGE
Join us on Thursday, April 16, 2015 as we present 4 exciting sessions of executive level Thought Leadership. A Technology Exchange: Applying Mobile Big Data at the intersection of Content, Context & User Analytics Our executive keynotes, presenters and panelists will explore “PREDICTION” in relation to the business context of Mobile Big Data. >L»SS OLHY OV^ KLÄUPUN ¸)PN Data” in the “CONTEXT” of business decision making begs the implications of predictive modeling and shapes the way leading global brands extract and analyze BIG DATA.
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APRIL 16, 2015 CROSSROADS areas of focus:
Applying
Mobile Big Data
at the intersection of Content, Context & User Analytics
Fusing Mobile Datasets for a 360 picture of the user Attribution VOC (sales/enterprise) Engagement measurement Predicting (mobile) Content Performance Predicting/Measuring User Behavior/user Experience Designing & measuring content marketing/native advertising Mobile creative rules The Next in mobile user experience (deep linkSPURPUN TVIPSL IYV^ZLYZ [OL UV[PÄJH[PVU IHY The impact of Context ;OL WLYZVUHS )SHJR )V_ X\HU[PÄLK ZLSM Fusing wearables (non-conscious measurement) with passive/active data Location data: quality, application, etc (\NTLU[LK 9LHSP[`! [V` VY NHTPÄJH[PVU& Mobile Payments - The Ultimate Behavioral Data? Lay of the land: players, penetration, use cases, platforms User Experience & Consumer Sentiment: new use cases Security & privacy
Social Networking:
Connect with industry leading executives in our innovative executive “meet & greet” session environments. You’ll be amazed at the access that the CROSSROADS programming provides to our keynotes, presenters and panelists. We’re on tour to meet you.
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CROSSROADS delivers a compelling exchange
of technology and experiences in an intimate VIP environment... EXPERIENCE CROSSROADS inside our unique VENUES or LIVE in the comfort and JVU]LPULUJL VM `V\Y V^U VMĂ„JL
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2 0 1 4
TRENDS What’s Hot in Mobile ........................... 20 An in-depth look at mobile technology and product development that is shaping the mobile analytics and data acquisition landscape.
SOCIAL CONNECTION SURVEY ESSENTIALS In this Issue ......................................... 22 Get the inside scoop on our Cover Photography Sessions and the various magazine departments for this Special CROSSROADS issue of SURVEY.
SURVEY Magazine Social Media Connections ........................................ 74 A glimpse of some of the interactivity and conversations about SURVEY Magazine around the social media stratosphere.
CROSSROADS MOVIE STARS Parity Movie Posters ........................... 94
DECEMBER WEB ROUND-UP What’s Clicking: Some of our most popular online articles ........................ 72
See what articles and featured content are the most popular on the SURVEY Magazine webisties.
012 SURVEY MAGAZINE
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We’ve pulled together some parity movie posters for our distinguished speakers, panelists and guests. A great way to remember their enormous contribution to our 2014 CROSSROADS Event Series. Enjoy.
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SURVEYMAGAZINE
D E PA R T M E N T S
CONTENTS. CROSSROADS, 2014
SESSION ONE
Make It Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2 The Mobility of Mobile in the Age of Context
SESSION THREE
Navigating the Intersection of Passive & Stated Behavior . . . . . . . . . . . . . . . . . . . . . . . . . 5 6
SESSION TWO
Getting Mobile Right . . . . . . . . . . . . . . . . . . . . . 4 4 SESSION FOUR
Measuring the Many:Many World. . . . . . . . 7 6 The Evolving Media Landscape
Survey Buzz
Hot research topics and news . . . . . . . . . . . . . 2 4
Survey Web Round-Up
Updates from our online properties . . . . . . . . 6 9
014 SURVEY MAGAZINE
DECEMBER 2014
F E AT U R E A View on Technology & People . . . . . . . . . . . . . . . . . . 2 8 Christophere Clarke Opens the 2014 CROSSROADS Mobile Analytics Conference.
MUSICAL GUESTS
.3(:: 6(2:! 4LNHU /H[Ă„LSK 0U[LY]PL^ Glass Oaks makes a tour stop to play at the 2014 Mobile Analytics Conference in New York.
Page
88
S URVEY
Without mobile your sample's not complete If your sample doesn’t include smartphone and tablet users, it’s not complete. SSI sample delivers mobile survey-takers via the top-rated QuickThoughtsTM app. QuickThoughts is multi-platform, global, and seamlessly integrated into SSI’s third-party verified sample blend. For sample that covers ALL your target populations. To view demos of our SSI QuickThoughtsTM solution and our mobile friendly survey design, visit: www.surveysampling.com/demos
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W H AT ’ S H O T I N
MOBILE
CONNECTIVITY One of the interesting themes that we’ve been spending a lot of time on in the last few months is the Internet of Things, or IoT. This is really in our view the third big wave of the Internet. As technology analysts, we think that [OPZ PZ NVPUN [V OH]L ]LY` ZPNUPÄJHU[ PTWSPJHtions across the tech industry. But interestingly, working with our colleagues across the research industry, we actually have found that this would have profound implications across a range of industries, even outside of technology. ;V W\[ [OPZ PU WLYZWLJ[P]L [OL Ä_LK 0U[LYUL[ which is really what we mostly thought about back in the 1990s, connected about a billion users to the Internet, primarily via their desktops. In the 2000s, we had the second wave, which connected about two billion people to the Internet via their mobile devices. What we’re talking about now with the Internet of Things is connecting about 20 billion or more things to the Internet in the course of the next decade. And if you think about what kinds of things really should be connected, or why
Internet of Things would we connect them, it’s anything from things in your home, like your smoke alarm or thermostat or security camera, to things on the THU\MHJ[\YPUN ÅVVY SPRL OLH]` PUK\Z[YPHS LX\PWment, to cars and trains and wearable devices. The Internet of Things is really being adopted for both economic reasons, but also for some societal reasons. From an economic perspective, companies are looking to both generate new revenue opportunities here, but also save costs. So just to give you some examples: from a revenue-generating perspective, you can now have your phone company effectively offer you a new service for connecting your car to the Internet. Obviously this will have a ZPNUPÄJHU[ I\[ WVZP[P]L ILULÄ[ [V [OL ZHML[` HUK the maintenance of that vehicle, where things can be monitored remotely, and in many cases updated remotely, saving a trip to the dealership. But also there is entertainment value for passengers in the backseat, for example, or providing functions like telematics navigation, et cetera.
We think the Internet of Things will be a transformational trend V]LY [OL UL_[ Ä]L [V [LU `LHYZ And we think that companies’ abilities to adapt and thrive in this new era of the Internet of Things is very likely to determine who the next set of winners and laggards will be in this new connected age. But if you step back and look at this from the overall perspective of our society as a whole, we also think that there’s going to IL ZPNUPÄJHU[ ILULÄ[Z [V O\THU safety, to our health, and to the environment. Simona Jankowski, Goldman Sachs Global Investment Research
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SURVEY
essentials. WHAT TO KNOW ABOUT THIS DECEMBER 2014 ISSUE
R. Jon Leiman Editor, SURVEY Magazine
In this issue ABOUT THE COVER
S U R V E Y EVENTS
Photographer Ron Wyatt from Ron Wyatt Photography, corporate photographer for the likes of Oprah Winfrey, Lady Gaga, NFL, NBA, Time Magazine and many others, spent an afternoon in New York City with Juliana Smith Holterhaus. Juliana is General Manager of Market Research, Americas for Lumi Insights and leads the Company’s efforts in providing applied market research and consulting, particularly with mobile applications. Juliana presented “Make it Matter, The Mobility of Mobile in the age of context” (Page 32) in V\Y ÄYZ[ [LJOUPJHS ZLZZPVU VM [OL *96::96(+: 2014 Mobile Analytics Conference held in NYC this past November.
This December 2014 issue of SURVEY is dedicated to the recent CROSSROADS event that we hosted
I would also be remiss if we did not extend the same gratitude to the 24 different Keynotes, Presenters,
on November 06, 2014 in New York *P[` ;OPZ PUH\N\YHS L]LU[ ^HZ [OL ÄYZ[ in a series of 5 Technology Exchange Events that SURVEY Magazine will host through 2015. I’d like to extend a special “thank you” to the leadership and staff at The Advertising Research Foundation (The ARF), particularly Gayle Fuguitt, Marc Rappin, Kristin Konis, and Daniel Bulgrin whom were instrumental in coordinatPUN [OL Z\JJLZZ VM [OL ÄYZ[ *96::ROADS Event.
and Panelists that contributed to the event programming. This issue of SURVEY is a celebration of the thought leadership that this distinguished group brought to our topics for the day.
In addition, I had the privilege to meet and work with a gentleman named Peter Orban. I had not met Peter in my tracking around the Research and Media industry in previous years - and to this day, not sure why our paths had not crossed. Never-the-less, I must say that Peter immediately submersed himself in the curation process of bringing together this unique group of industry leaders to speak on “Mobile Analytics”. His work was generous, engaging and refreshing. Many thanks to Peter Orban for his character, assistance and most important - moderation of the days activities.
Please also note that we’re already planning our Big Data Conference for April 16, 2015 - also in NYC. We’d love to have you part of that programming and attendance. You can register at the link below. Be sure not to miss it! http://www.surveyevents.com/ SURVEY magazine readers can get a 20% discount on the attendance fee by using the promotion code: SURVEY We hope you enjoy this issue of SURVEY as much as we’ve enjoyed preparing it for you. R. Jon Leiman, Editor
SURVEY
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SURVEY BUZZ
Symphony Advanced Media Team with a quick photo op during November, 06 CROSSROADS Event.
2015 MEDIA KIT SURVEY / HAPPENINGS. Vassilis Bakopoulos, Head of Industry
Researc MMA, facilitated the “Session 2” panel discussion. [November 06, 2014.]
UPDATE
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Casually relaxing with @SurveyMagazine. Reading the article co-authored by Jacqueline Rosales! [September 2014] John Brememr, Chief Research & Strategy
6MÄJLY ;VS\UH .SVIHS MHJPSP[H[LK [OL ¸:LZZPVU 3” panel discussion. [November 06, 2014.]
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DOWNLOAD: www.SurveyMagazine.org/Advertising 024 SURVEY MAGAZINE
DECEMBER 2014
“Intelligence: Not because you think you know everything, but rather because you question everything you think you know.” -‐‑Anonymous
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speakers & PANELISTS
FACTOR
November 06, 2014
Vassilis Bakopoulos
Mark Menig
Head of Industry Research MMA
*OPLM ,_LJ\[P]L 6MÄJLY True Sample
John Bremer
Marc Ryan
Chief Research & :[YH[LN` 6MÄJLY Toluna Global
Chief Research & +L]LSVWTLU[ 6MÄJLY Millward Brown Media
Kym Frank
Chris Modzelewski
Ian Alexandra
SVP, Advertising Services Symphony Advanced Media
*OPLM 9LZLHYJO 6MÄJLY Verto Analytics
Co-Founder EAT Agency
Christopher Clarke
Shirley Wong
Juliana Smith General Manager Market Research, Americas Lumi Insights
Kirk Ward EVP Market Structure & Analytics, TNS
Ashmeed Ali Director, B2B Insighst Yahoo!
Jon Brigs
Richard Jones Head of Marketing, Americas, inMobi
Dino Mytides, Vice President, Research Director Universal Media WW
Steven Millman
Vice President, Analytics Huge Agency
Vice President for Research comScore
Brian Levine
Roddy Knowles
Co-Founder Interscope Research
026 SURVEY MAGAZINE
*OPLM 4HYRL[PUN 6MÄJLY Survey Sampling International
DECEMBER 2014
Director of Mobile Research Research Now
CROSSROADS
TECHNOLOGY
CHANGE
Lauren Moores VP of Analytics Dstillery
Senior Vice President Zenith Optimedia
Jordon Shatchter Research Manager Twitter
Jane Clarke Managing Director CIMM
Tom H. C. Anderson Owner / Managing Partner Odin Text
Marco Dela Tore Co-Founder, Biomedial Engineer, VP Product Science, Basis (an Intel Company)
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A View on
Technology
CHRISTOPHER CLARKE CHIEF MARKETING OFFICER Survey Sampling International
LOCATION
CONTACT
WEB & EMAIL
6 Research Drive Shelton, CT
(203) 567-7200 (855) 4SSI-Sample
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028 SURVEY MAGAZINE
DECEMBER 2014
“We see our customers as invited guest to a party and we’re the hosts. It’s our job to make every important aspect of the customer experience a little bit better.” - Jeff Bezos
and People S U R V E Y EVENTS
CHRISTOPHER CLARKE, CMO, SSI
Kicks off CROSSROADS 2014 Thank you and welcome. I’m pleased and honored to kick the inaugural Crossroad Technology Exchange Tour off. Today you’re going to hear about some new, exciting technologies. And we’re right to be excited about the possibilities they offer. But I’d like to offer a view point that suggests that technology doesn’t matter unless it brings us closer to people. People at three levels-- our clients, their customers (both b2C and b2b) and our research participants.
As researchers, they very thing that we love the to do the most, and underlies everything we do… getting closer to people… using data to understand people better….and people’s interactions with other people, markets, products and services…can be disrupted, diffused and diverted by the misuse of technology. In fact, there are many examples of technology failures caused by companies forgetting to stay close to people.
,]LY` KH` ^L HYL ÅVVKLK ^P[O UL^ technologies both in our personal and professional lives...All promising to improve our lives and make our jobs easier. With all of this new technology, it’s an exciting time to be in market research.
Segway was boldly launched as “what the car was to the horse & buggy” Only 30,000 were sold between 2001 and 2007. Segway’s founder was blindly enamored with the technology, he failed to understand how people viewed it...as a motorized scooter and not a replacement for cars.
But…a warning
Amazon, on the other hand, focuses on people ÄYZ[¯ HUK [OPURZ HIV\[ OV^ [LJOUVSVN` JHU bring them closer to their customers.
We can get blinded by technology and easily lose our way.
Over the course of its 17-year history, Amazon has invested in technology and customer service practices that aim to startle and delight customers and create long-term loyalty.
If we think about technology for technology’s sake we can follow it out the window.
How do these examples relate to Market Research?
The easiest way to describe what we do is that we connect brands to people and try to understand the connection that people have to brands. People are quite simply are most important asset. +V ^L [OPUR VM ZHTWSL VY YLZWVUKLU[Z HZ WLVWSL& +V ^L [OPUR VM [OLT HZ PU]P[LK N\LZ[ [V V\Y WHY[`& /V^ THU` OH]L [HRLU H Z\Y]L` YLJLU[S`&
How many of you have taken a survey on a smartphone recently? Our research indicates that people who received the mobile-unfriendly version were twice more likely to abandon the survey if they were on a mobile phone or tablet. We need to improve the experience of taking surveys especially mobile surveys. At SSI, we’ve recently made public a new internal technology called QuestTest that we use to test the quality of client HUK ::0 WYVNYHTTLK Z\Y]L`Z >L KPK [OPZ ILJH\ZL ^L ÄYTS` ILSPL]L PU [OL PTWVY[HUJL VM H IL[[LY survey-taking experience for people that, in turn, drives our ability to deliver higher data quality and value to the other important set of people…our clients.
It’s obvious that mobile helps us get closer to people. We’ve heard the stats about people sleeping with their phones, never having them out of their hands and bringing them to the most important moments of their lives.They’re also using mobile apps in PTWVY[HU[ UL^ ^H`Z MHY IL`VUK WSH`PUN NHTLZ HUK JOLJRPUN [OL ^LH[OLY VY [YHMÄJ ( UL^ .HSS\W WVSS reveals that 1 in 5 now use mobile technology to improve well being.
Mobile is more than a convenient communications device,
“it’s part of our lives.”
In less obvious ways behind the scenes, data and mobile technologies help us create an experience that is more seamless and enjoyable to people. Powerful integration platforms, survey routers, new questionnaire design and data techUVSVNPLZ HSSV^ \Z [V WLYZVUHSPaL [OL L_WLYPLUJL MYVT Z[HY[ [V ÄUPZO YLZ\S[PUN PU!
030 SURVEY MAGAZINE
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Research communities and panels with tailored experiences Preferred modes and frequencies of contact Custom and mobile-friendly questionnaire experiences—some using gaming elements *\Z[VT YL^HYKZ UV TVYL VUL ZPaL Ä[Z HSS Localization that goes beyond translations– rewards, questionnaires, etc. Monitoring and managing the experience throughout the survey research lifecycle
If we think about technology the right way, we can eliminate the feeling of us– the people who share their opinions- vs. them- the people who collect them.
The EU report on attitudes towards data privacy published this May this year found that less than one third of people feel that they are in control of their own data.
Not long ago, we would never expect to hear people ask…
How will the data be used?
I can comment on this from my own experience. Before joining SSI, I was with SAP, the global software technology giant. SAP sells great products and technology but it wasn’t until the CMO made the following statement that the company understood the power of people in the equation: Companies don’t buy software, people do. The notion of business-to-business fell to the wayside. I started a group called Audience Intelligence to help better understand buyer personas and journeys. And it extended well beyond marketing to humanize products, improve the customer experience and help buyers see the value of the technology.
Big data is an important foundation and framework for understanding people It provides a good skeleton of the person in a vacuum. Big data let us know that there is a behavioral connection to the brand based on the who, what and where.
For those who are saying, yes, this all makes sense for survey research and mobile but what about big data and data analytics. What’s the importance VM WLVWSL VU [OH[ WH[O&
To sum up:
But there’s no understanding of the why and in what context they behaved the way they did. Survey research gets to the why, mobile survey research gets to the why, in the moment or in-thecontext, at key and multiple points in in their continuous journey. It helps to paint the full, robust picture of people in the context of their lives or jobs.
Technology only matters if you connect it back to people. And, when used correctly, technology can help us as market researchers get closer to people. Yes, we are at a crossroads of mobile research technology and big data analytics. Do we join up or continue to go V\Y ZLWHYH[L ^H`Z& I say let’s come together. Let’s use people as our common rallying ground and let’s use technology, both from an active and passive data collection perspective, to bridge the gap and help get us to that higher ground.
SURVEYMAGAZINE.ORG
When you put people at the center of technology, you respect their privacy. So when we design technology, we need to consider people’s privacy.This is not just about consumer’s user experience, it’s about buyer’s experience too because customers/clients are people too!
NOVEMBER 06, 2014 CROSSROADS
In a recent article, Simon Chadwick of Cambiar, points out that mobile is an “exciting medium for research that aligns us with our participants, and makes them want to come alongside in our quest for information and insights.” But because mobile PZ Z\JO H WV[LU[PHSS` PU[Y\ZP]L KL]PJL MVY JVSSLJ[PUN KH[H ^L ULLK ^HSR H ÄUL SPUL VY risk losing the trust of the very people we depend so heavily upon.
1 SESSION ONE
At SSI, we invest in this experience so we can build and retain proprietary panels of highly engaged people. Because in order to use new mobile research techniques effectively, you need scale. We also know that size and scale can become unwieldy. So we operate our panels on a single, global technology platform to ensure absolute consistency and high quality of data. All ways to get us closer to people and connect people to brands enabled by technology.
Location, Location, Location …
A Friendly Reminder
Geo-fencing is a location-based mobile service that allows for the sending of messages to a smartphone IHZLK VU H KLÄULK geographic area.
Research recently conducted by Localytics revealed that apps with integrated push UV[PÄJH[PVUZ ZOV^ VU average, 88% higher user engagement than their counterparts without PU HWW UV[PÄJH[PVUZ
Convenience & Accessibility
Rich Media Capture
Off-line functionality allows the consumer insight expert to capitalize on constant connectivity.
The native app allows for the very simple, yet powerful capture of geo-coordinates to understand more about the consumer’s physical location at the point of data entry.
4
APPROACHES
TECHNOLOGY
CHANGE
>
CROSSROADS
-TO -
context insight capture
We understand the mobile moment as a point in time and space when someone pulls out his or her mobile device to get what he/she wants immediately – and it’s all within the context of that moment – the location, the time, the surroundings.
032 SURVEY MAGAZINE
DECEMBER 2014
S U R V E Y EVENTS
SESSION ONE
SESSION ONE PRESENTER
NOVEMBER 06, 2014 CROSSROADS
JULIANA SMITH HOLTERHAUS Juliana has been a part of Lumi since the spring of 2011. She is now General Manager of Market Research for the US business. With a background in decision sciences and psychological research, she enjoys engaging and problem solving with clients in the applied market research and consulting space. Juliana graduated with honors from Amherst College in 2006 and received a Masters from Columbia University in 2010. In addition to her work at Lumi, Juliana just completed her PhD in Psychology at Columbia University. Her dissertation research focused on the motivational science of mobile technology use and engagement.
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PHOTOGRAPHY BY: RON WYATT PHOTAGRAPHY - www.ronwyattphotography.com
1
When it comes to mobile market research, there is a real opportunity to gain insight into
“the MOBILE moment”
Make it
1
Matter
The mobility of mobile in the age of CONTEXT LOCATION
CONTACT
WEB & EMAIL
125 Park Avenue, 25th Floor New York, NY 10017
(917) 426-6014
www.lumiinsight.com juliana.holterhaus@lumiinsight.com
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SURVEY Magazine: CROSSROADS 2014 - Make It Matter - The mobility of mobile in the age of CONTEXT
JULIANA SMITH HOLTERHAUS GENERAL MANAGER, MARKET RESEARCH AMERICAS Lumi Insights
A friendly reminder
X
Convenience and acessibility
X
Rich Media Capture
The mobility of mobile in the age of CONTEXT So much of data in context comes down to implementing features that are unique to the native app approach – and so it is through meaningful implementation of these features that we are able to gain a unique view and understanding of the consumer journey.
We know that it’s no longer a matter of mobile being inevitable. Mobile is here and it’s here to stay.
Today’s consumer is already constantly connected – already prepared to engage and provide meaningful feedback (in context) via their mobile device.
45
U.S.
MEDIA
MINUTES..
IN
Taking this one step further, there are a lot of statistics out there suggesting that it’s not only mobile, but ZWLJPÄJHSS` H UH[P]L HWW approach that is particularly powerful. A recent comScore report explained that smartphone users spend up to 89% of their smartphone face time in a native app – and apps account for 4 in every 5 US mobile media minutes. That’s a lot of app time.
Face Time
89% Native App
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As consumer insight experts – we should crave access to that moment in order to collect data in the context in which it occurs.
CONTEXT
X
NOVEMBER 2014 CROSSROADS
Matter
Location, location, location …
SESSION ONE
Make it
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CROSSROADS SESSION ONE 11:20 AM - 11:40 AM
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SURVEY Magazine: CROSSROADS 2014 - Make It Matter - The mobility of mobile in the age of CONTEXT
So with all of this in mind, let’s consider the ROI a native app provides and how this approach enables in context insight capture.
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Location, location, location … +
+
Geo-fencing is a location-based mobile service that allows for the sending of mesZHNLZ [V H ZTHY[WOVUL IHZLK VU H KLÄULK geographic area.
A friendly reminder
USER ENGAGEMENT
+
This technology promotes data collection in the context of location, providing the opportunity to make data input relevant to the user.
+
The native app allows for the very simple, yet powerful capture of geo-coordinates to understand more about the consumer’s physical location at the point of data entry.
+
iBeacon technology is still in its infancy, however this Bluetooth-enabled microlocation technology is capable of delivering WYV_PTP[` H^HYL UV[PÄJH[PVUZ UH]PNH[PVU HUK information to mobile users.
0U HWW UV[PÄJH[PVUZ WYV]PKL!
> > > >
this promotes a higher qual> Additionally, ity of data and ensures that the respondent is having a genuine experience with time-based parameters prompted by location.
2
+
An unobtrusive nudge Enhanced response rates A reduction in respondent memory bias Familiarity and engagement
Research recently conducted by Localytics revealed that apps with integrated push notiÄJH[PVUZ ZOV^ VU H]LYHNL OPNOLY \ZLY engagement than their counterparts without PU HWW UV[PÄJH[PVUZ ;OPZ YLZLHYJO HSZV ZOV^LK that app abandonment rates for one time app use dropped from 21 per cent to 11 per cent for push-enabled users, and overall they had nearly three times higher retention rates compared to users who disable push messages.
to Business Insider, the > According beacon install base will consist of 4.5 million active users by the end of 2018 and 3.5 million of these will be in use by retailers.
4.5 MILLION ACTIVE USERS
2018
036 SURVEY MAGAZINE
DECEMBER 2014
88%
ROI NATIVE APPS
HIGHER
Matter
The mobility of mobile in the age of CONTEXT
Off-line functionality allows the consumer insight expert to capitalize on constant connectivity.
> > >
+
In-the-moment, regardless of Internet connection
Users can access the native app anytime, anywhere Also reduces respondent memory bias
According to Mary Meeker’s latest Internet Trends, people check their phones, on average, up to 150 times a day. Off-line functionality allows access, whenever and wherever the user and their smartphone may be.
Rich Media Capture
+
The adage “a picture is worth a thousand words” (and a video may be worth even more) is particularly relevant when it comes to capturing the perspective HUK JPYJ\TZ[HUJL VM H ZWLJPÄJ moment.
> > >
Rich media provides con[L_[ HUK ZPNUPÄJHUJL VM KH[H capture Provides meaningful insight into the real-life experiences of the consumer Engages and encourages feedback
These four key elements speak to the ILULÄ[Z [OH[ are inherent to the native app approach when it comes to capturing data
in context.
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NOVEMBER 06, 2014 CROSSROADS
Convenience and accessibility
1 SESSION ONE
150 3 4 Make it
SURVEY Magazine: CROSSROADS 2014 - Measuring Twitter
We LOVE our phones. A study from Nielsen at the end of last year looks at our time spent on Mobile, which is now higher than desktop...
not just here, but in many markets.
This is particularly important to us. 78% of our active users are accessing via mobile. Some companies can still rely on a strong desktop presence for their survey research, but we cannot- we’d be leaving out a huge chunk of our user base. Of course, we can’t be just mobile either for the same reason, but we’ll get to that later. First let’s discuss the challenge with mobile
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Two of the MAIN challenges- #1, it’s siloed, it’s fragmented. Apps don’t talk to each other, and that’s a problem because there are about 1MM on the Apple app store and 700K on Google Play. Which leads to this problem- we’ve been relying on cookies for a long time in the digital world, and they’re just not useful here. -PUHSS` PU V\Y JHZL ^L ULLK [V ÄN\YL V\[ >/,9, to serve the surveys. When you scroll through your timeline on Twitter, there are no spaces for banner ads, we don’t serve interstitials. We serve native ads, which means we’ll need a native survey product. Oh and btw, you pay on a CPE basis with us, which means we have to recruit THREE cells- a control group, and exposed group, and an engaged group.
S U R V E Y EVENTS
TECHNOLOGY
CHANGE
Jordon Shlachter
NOVEMBER 2014 CROSSROADS
JORDON SHLACHTER RESEARCH MANAGER, TWITTER
GUEST SPEAKER A PRACTITIONER ‘S PLEA: Stop thinking about research as a report card and start moving our clients toward looking at ad effectiveness as a way to understand how to optimize messaging based on our learnings. “Bad” results does not equate to failure- it provides an opportunity to learn, and we need to take advantage of that.
MEASURING TWITTER LOCATION
CONTACT
WEB & EMAIL
340 Madison Ave New York, NY 10173
(646) 872-4382
www.twitter.com jshlachter@twitter.com
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DOWNLOAD PRESENTATION Lucky for us, we have something incredible valuable, and that’s a logged-in experience. Folks on Twitter have to log in, and that log in is unique to them and persistent across devices. I’m @jshlaq regardless of what device I’m on, and we know that at Twitter. We also have ways of knowing what ads I’m seeing, what device I’m seeing them on, and the ability to suppress people from seeing ads to build a strong control group- no inventory needed.
SPECIAL GUEST
CROSSROADS
SURVEY
market research bulletin
CROSSROADS TECHNOLOGY
CHANGE
2 0 1 4
SESSION #
2
01 Vassilis Bakopoulos
GETTING MOBILE RIGHT
WHAT THE EXPERTS ARE SAYING
Head of Industry Research MMA
all of these impressive “ Despite numbers why is it that mobile
02
research is such a small part of the industry?
Marc Ryan
“
Chief Research & +L]LSVWTLU[ 6MÄJLY Millward Brown Media
03 Kirk Ward EVP Market Structure & Analytics TNS
04 Ashmeed Ali 01
Director, B2B Insighst Yahoo!
02
05 Richard Jones 04 03
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Brands now have available a phenomenal marketing platform:
A connected device that everyone carries with them all the time and pays attention to constantly – what else JV\SK `V\ ^PZO MVY&
05
Head of Marketing, Americas inMobi
06
06 Ian Alexandra
In mobile, the opportunity is vastly extended to include not only content but also the form and function of what a viewer is experiencing at the time an ad is served.
Mobile requires us to design for both interruption and focus > the study talks about this regarding multi-device use. The challenge here becomes designing memorable interactions over designing memorable experiences across the multitude of devices.
Co-Founder EAT Agency
70%
Smartphone Usere’s
GETTING MOBILE RIGHT 042 SURVEY MAGAZINE
DECEMBER 2014
15 minute questionnaire is too long.
S U R V E Y EVENTS
TECHNOLOGY
CHANGE
The MMA is the world’s leading global UVU WYVÄ[ [YHKL HZZVJPH[PVU JVTWYPZLK VM more than 800 member companies, from ULHYS` ÄM[` JV\U[YPLZ HYV\UK [OL ^VYSK
VASSILIS BAKOPOULOS MOBILE MARKETING ASSOIATION
SESSION KEYNOTE Vassilis Bakopoulos
Head of Industry Research, MMA Vassilis is a digital marketer with a focus in market research, strategy and account planning. In his current role as the Head of Industry Research for the Mobile Marketing Association, Vassilis collaborates with MMA member companies to conduct inUV]H[P]L YLZLHYJO WYVNYHTZ HUK [V KLÄUL a learning agenda for the mobile industry. Vassilis started his career in Greece, where he became Chief Methodologist at Research International. During his career, he has held senior roles at Added Value and other Kantar agencies. In 2008, he joined Digitas as a VP/GD to lead planning and digital strategy for major clients like aetna, Delta airlines, TIAA, & Samsung.
LOCATION
CONTACT
WEB & EMAIL
770 Broadway, 2nd Floor New York, NY 10003
1 917 856 5905
www.mmaglobal.com vas@mmaglobal.com
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Head of Industry Research
Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
NOVEMBER 06, 2014 CROSSROADS
MOBILE MARKETING ASSOCIATION
2 SESSION TWO
CROSSROADS
SURVEY Magazine: CROSSROADS 2014 - Getting Mobile Right
MARC RYAN
CHIEF RESEARCH & DEVELOPMENT OFFICER MILLWARD BROWN DIGITAL
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S U R V E Y EVENTS
CROSSROADS TECHNOLOGY
CHANGE
Marcâ&#x20AC;&#x2122;s expertise spans from product marketing and management to marketing research and online strategy. Prior to joining Millward Brown Digital, Marc served as the *V *OPLM ,_LJ\[P]L 6MĂ&#x201E;JLY H[ 0UZPNO[,_WYLZZ a leading provider of media analytics and marketing accountability solutions for brand marketers.
SESSION TWO PRESENTER: MARC RYAN Marc is an industry veteran with experience as the VP of Corporate Development, Strategy and Innovation at The Nielsen Company and the Director of Media Research for Jupiter Media Metrix. He started his career with Millward Brown as a Research Executive.
Marc graduated from Ryerson University in Toronto with a Bachelor of Commerce. He is a member of AAPOR (American Association of Public Opinion Research), Mensa, and is PRC CertiĂ&#x201E;LK H[ [OL ,_WLY[ SL]LS 7YVMLZZPVUHS 9LZLHYJOLY *LY[PĂ&#x201E;JH[PVU 4HYJ HUK OPZ wife, Lesley, live in Darien, CT with their three sons.
LOCATION
CONTACT
WEB & EMAIL
11 Madison Avenue, 12th FL New York, NY 10010
212.548.7245
www.millwardbrown.com mryan@insightexpress.com
SURVEYMAGAZINE.ORG
GETTING MOBILE RIGHT
NOVEMBER 06, 2014 CROSSROADS
Marc Ryan is the Chief Research & +L]LSVWTLU[ 6MĂ&#x201E;JLY H[ 4PSS^HYK )YV^U Digital, the leading digital experts in helping clients grow great brands. In this role, Marc is responsible for driving market innovation for advertising effectiveness through his management of the solutions, technology, research and operations functions.
SESSION Â TWO
MARC RYAN
2
SURVEY Magazine: CROSSROADS 2014 - Getting Mobile Right
We all understand that mobile is a
big deal.
Ever since Steve Jobs stood up on the podium in 2007 andannounced [OL ÄYZ[ NLULYH[PVU iPhone we knew we were going to be dealing with a new paradigm of personal technology.
DAILY SCREEN USAGE (US) IN MINUTES
ARE CONSUMERS USING APPS OR BROWSERS TO SHOP? APPS
194 43
147
19.7%
TABLET
BOTH
103
46.2%
151
SMARTPHONE
BROWSERS 34.2%
TV
LAPTOP
MOBILE
GETTING
MOBILE And when you think about where the technology stood a mere 7 years ago and where it stands today, it’s an incredible thing to behold.
Just 15 years ago the idea of the internet was starting to take hold, and now we can carry around the vastness of human knowledge in our pockets.
046 SURVEY MAGAZINE
DECEMBER 2014
Mobile Revolution? Not to state the obvious but the mobile revolution is something consumers clearly have embraced. The latest Millward Brown screen usage numbers support that fact with smartphones topping TV with a 151 minutes of daily usage (or a 194 minutes if you include tablets!). It also comes as no surprise that the increasein mobile screen time is having an impact on other screens. In the most recent Nielsen TV usage data the average time spent viewing TV for 18-24 year olds has declined by a whopping 22% in the past 3 years. Where’s all of that time going?
2 SESSION TWO
It’s going to over the top video providers such as YouTube, Hulu and others, but increasingly it’s also going to smartphone viewing. By 2011 the iPhone alone had gained enough interest and traction that Apple started offering the older model phones for free with a 2 year contract. This move and the aggressive competition from Android has helped spurred the smartphone penetration rates in the US up to the 70% range. This put the smartphone on one of the most aggressive adoption curves ever witnessed.
I’d like to postulate that despite outward appearances mobile research is alive and well, and much like the modern cell phone itself, it looks nothing like its predecessor of the past 20 years. Let’s face it, research has always been a functional data driven part of the marketing toolkit. Being such, marketers have always been eager to embrace new technologies [OH[ HKK LMÄJPLUJ` HUK HJJ\YHJ` [V PUZPNO[Z HUK ÄUKPUNZ :V it’s natural to see researchers looking for ways to embrace the mobile revolution as a means to take research to the next level. But as researchers we’ve struggled with the functional challenges introduced with mobile research.
SURVEYMAGAZINE.ORG
RIGHT
Many in the space talk a big game but when the rubber hits the road the demand for mobile research just doesn’t seem to be there. Sure there’s plenty of mobile exploration but why is it that our whole industry hasn’t turned to the smartphone as the next genLYH[PVU VM TLHZ\YLTLU[&
NOVEMBER 06, 2014 CROSSROADS
Yet despite all of these impressive numbers why is it that mobile research is such a small part of the industry?
SURVEY Magazine: CROSSROADS 2014 - Getting Mobile Right
70%
Smartphone User
~say~
Mobile surveys by their nature need to be shorter... Usually under 8 minutes. Consumers just won’ttolerate long questions on mobile devices. Question layouts and formatting also need to change; gone are the complex research exercises that require a lot of grids, open ends, or excessive response choices.
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Basically, we need to gut many of the advances we’ve made in questionnaire formatting over the past 15 years in order to accommodate a consumer with a fraction of the attention HUK MH[ ÄUNLYZ
15 minute questionnaire is too long.
SCREEN USAGE DURING THE DAY (US)
S U R V E Y EVENTS
2
40%
%
reâ&#x20AC;&#x2122;s
s
30%
25%
By contrast when weâ&#x20AC;&#x2122;re on their smartphones weâ&#x20AC;&#x2122;re akin to being in their bedroom reading in their personal diary, this is private territory a place where most people donâ&#x20AC;&#x2122;t want strangers lurking for too long.
20%
15%
10%
5%
0
6AM-9AM
9AM - 12PM
12PM - 3PM
3PM - 6PM
6PM - 9PM
9PM - 12AM
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35%
12AM - 6AM
Making Adjustments So if it comes down to making adjustments we can NL[ [OLYL 0[ÂťZ UV[ YLHSS` HZ KPMĂ&#x201E;J\S[ HZ P[ TH` ZLLT yet at the end of the day do we or, should we make [OVZL HKQ\Z[TLU[Z& (Z H YLZLHYJOLY 0 JHUÂť[ OLSW I\[ UV[PJL [OL SHJR VM Ă&#x201E;KLSP[` `V\ NP]L \W I` TV]PUN `V\Y surveys onto smartphones. Donâ&#x20AC;&#x2122;t get me wrong itâ&#x20AC;&#x2122;s not like Iâ&#x20AC;&#x2122;m arguing for a longer questionnaire, but thereâ&#x20AC;&#x2122;s just some questions and research exercises that work better on a larger screen. Clearly respondents are more tolerant of complex questionnaires on larger screens (43% of PC and 47% of tablet users feel that a 15 minute questionnaire is too long vs. 70% of smartphone users).
SMARTPHONE
TABLET
But to get back to my earlier point here, I think that as a market research industry weâ&#x20AC;&#x2122;re taking thewrong approach to mobile. Research on mobile devices is alive and well but unlike the survey methods we are constantly trying to shoehorn into the 5 inch form factor of a smartphone screen, the majority of todayâ&#x20AC;&#x2122;s mobile research is passive in nature. Its research derived from observed behaviors of the people that hold those devices. Passive research opens the door to interesting and incredible insights. Thatâ&#x20AC;&#x2122;s the true power of mobile, the ability to understand physical behavior at a personal level.
LAPTOP
NOVEMBER 06, 2014 CROSSROADS
When conducting mobile research we need to remember that with a survey on an individualâ&#x20AC;&#x2122;s desktop or laptop computer weâ&#x20AC;&#x2122;re entering their living room or VMĂ&#x201E;JL [OL JVTT\UHS ZWHJL where they gather to interact with others.
SESSION Â TWO
TV
SURVEY Magazine: CROSSROADS 2014 - Getting Mobile Right
MOBILE CAMPAIGN PERFORMANCE: AMONG TARGET VS. OUTSIDE OF TARGET
AMONG TARGET OUTSIDE OF TARGET
42.1 37.6
32.5 21.9 16.2 15.6
-1.2
-1.7
-1.9
-3.6 -5.3
As a perfectly salient example, if you own a smartphone try heading to the Google Location History URL (https://maps.google.com/ locationhistory/), and see what you can see. Granted the data is more complete for Android users but it’s a fascinating view into how mobile devices do things such as keep track of where you may be at any given time of the day. Marketers are using mobile technology to understand where you shop, what you like to do on the weekends, where you live and work and what media you’re exposed to. Mobile is a perfect example of the future the Joan Lewis of Proctor and Gamble promised 3 years ago at the ARF Re:Think Conference, when she forecasted, “Survey research will decline dramatically in importance by 2020”.
-8.6 MOBILE AD AWARENESS
That being the case we can still today rely on desktop surveys and we can power up those surveys by linking them to behaviors that are occurring on a mobile device. The location where the survey is completed matters less than the ability to tap into the rich data collected in the mobile ecosystem. I’d like to see more vendors in the research space looking at the mobile ecosystem for opportunities to create linkages between mobile data or media exposure and existing surveys.
Mobile as a research platform is the poster child for the rise in data analytics. The combination of individual level passively tracked metrics and consumers intolerance of smartphone driven surveys means that getting mobile right PZ UV[ Z[YPJ[S` JVUÄULK [V IL[[LY TVIPSL Z\Y]L`Z .L[[PUN TVIPSL YPNO[ TVZ[ SPRLS` TLHUZ ÄUKing ways to use mobile data to enrich your desktop survey results. Face it, there are few reasons why a survey needs to be done in the moment on a smartphone, and even when it is required it’s a tricky scenario that has to be navigated very cautiously so as not to trigger a creeped out response from the respondent who’s being surveyed based on their location.
I’m not advocating the complete abandonment of mobile surveys. Clearly portions of survey audiences are going to want to complete ques-
+4.3
MESSAGE ASSOCIATION
+7.6 +2.8 +3.5
050 SURVEY MAGAZINE
DECEMBER 2014
AIDED BRAND AWARENESS
PURCHASE INTENT
tionnaires on mobile devices especially the younger audiences. It used to be that your ÄYZ[ LSLJ[YVUPJ KL]PJL ^HZ a computer for school or a music player, but more often these days younger audiences are starting with tablets and internet enabled devices like the iPod touch. Given [OPZ TVIPSL ÄYZ[ NLULYH[PVU we need to always remember to take a device agnostic approach to mobile survey development. Just because mobile devices are sub optimized for market research doesn’t mean we shouldn’t be device agnostic in our research design.
+2.1 +3.6
AD AWARENESS
+10.5 MOBILE
MESSAGE ASSOCIATION
+2.0
BRAND FAVORABILITY
+1.2
PURCHASE INTENT
+0.9
DESKTOP
MOBILE
DOWNLOAD PRESENTATION: MillwardBrown.com/Digital/GettingMobileRight
GETTING MOBILE RIGHT To learn more, contact us at digitalsolutions@millwardbrown.com.
SURVEYMAGAZINE.ORG
Be device agnostic: Don’t go mobile for the sake of going mobile. Instead design surveys to work seamlessly across devices. There are very few scenarios where mobile surveys are a requirement.
Focus on the essentials: Don’t ask questions that aren’t essential to your research program. This helps to keep questionnaires shorter and completion rates higher. Shorter more focused questionnaires pay dividends on the desktop and on smartphones, but while it may be considered optional on the desktop it’s the smartphone that make it a necessity.
NOVEMBER 06, 2014 CROSSROADS
Leverage passive mobile data: Just because it’s not asked doesn’t mean the data is not available. The mobile ecosystem is richer in data than the web, look for methods to link survey responses to mobile data.
2 SESSION TWO
So in conclusion, when it comes to getting mobile right my suggestion is that you keep the following in mind:
SURVEY Magazine: CROSSROADS 2014 - Getting Mobile Right
IAN ALEXANDER, EAT AGENCY CO-FOUNDER Mobile doesn’t forgive In desktop development UX is where you want to make mistakes, identify learnings early and often - this is even truer for Mobile. Mobile UX is UX boiled down to its essence - what is important for the user, what is important for the business, design it well - win or lose. How we house (and interact) with content is the obvious constraint - less space, less excess. This puts pressure on meaning, context and story. On desktop we can make more mistakes regarding the balance of Trust, Information and CTAs but mobile does not afford us this luxury.
Fancy or functional (you can do both) Mobile requires us to design for both interruption and focus - the study talks about this regarding multi-device use. The challenge here becomes designing memorable interactions over designing memorable experiences across the multitude of devices. Often the combination of the simplest interactions and the most focused content (and content delivery) feels the best on mobile - Secret for example. Designing multi-devices experiences where the user moves their experience from one device to another is another notch up in complexity.
Responsive is and isn’t mobile 5H[P]L <? YLX\PYLZ `V\ [V [OPUR TVIPSL ÄYZ[ 9LZWVUZP]L (and a good deal of adaptive) allows you to deprioritize it (not that you should). The reality is most companies need both a native and responsive solution - this is not an either or.
KIRK WARD, TNS NORTH AMERICA EVP MARKET STRUCTURE AND ANALYTICS Brands now have available a phenomenal marketing platform: A connected device that
everyone carries with them all the time and pays atten[PVU [V JVUZ[HU[S` ¶ ^OH[ LSZL JV\SK `V\ ^PZO MVY& )\[ THYRL[LYZ OH]L `L[ [V YLHSS` ÄN\YL V\[ OV^ [V \ZL [OPZ platform. I think the reason is that mobile works very differently than other media vehicles. Mobile is really the ultimate in interactivity. Its success depends on the involvement and engagement of the user. Marketers need to focus on this engagement aspect of mobile instead of focusing on generating awareness. The only way to really get at engagement is via Apps. However, Apps present big problems for brands: They are expensive and time consuming to build and it is very KPMÄJ\S[ [V NL[ JVUZ\TLYZ [V KV^USVHK [OLT PU ZPNUPÄcant numbers. There are only a certain number of apps [OH[ Ä[ VU H WOVUL I\[ [OV\ZHUKZ VM HWWZ [V JOVVZL from. Brand based apps have to compete with game, entertainment, and social apps (the fun stuff) for attention and unless the App’s functions are extremely useful and engaging they have little chance of being downloaded. The other issue facing mobile marketing the sheer amount of clutter and choice available to consumers on-line. This make the odds of a brand being seen at all rather low. What needs to be done: 1. 2.
GETTING MOBILE RIGHT 052 SURVEY MAGAZINE
DECEMBER 2014
3. 4.
The impact of message and creative content cannot be understated – engagement is crucial. Context is key – where and when a message is delivered must be as relevant as possible in order to trigger response. Better measurement systems are needed to truly measure attribution and effect of mobile marketing efforts. More effective geo triggering needs to be developed.
This past week AdAge chronicled the 20 year history of the banner ad with an observation that despite being unloved, it is still used quite broadly. The article further notes that 44% of the people who saw that original ad clicked on it. Contrast that to now when fewer than .09% of people click on banner ads according to Google and you realize quite quickly why marketers are increasingly investing in mobile which is demonstrating engagement rates 2x to 4x that of PC-based online campaigns according to Millward Brown. But even within the mobile environment engagement PZ UV[ N\HYHU[LLK I\[ YH[OLY PZ PUÅ\LUJLK Z[YVUNS` by two factors according to Millward – the right creative and smart targeting and ad placement. As one of the few mobile advertising providers with our own in-house creative team, InMobi has observed several brands and agencies pushing the boundaries of creative and targeting over the past several years leading to a conclusion that a third factor is equally important – the viewer’s experience at the time they see an ad. An emphasis on user experience means that advertisers create ads that are more “native” to what the user is seeing thereby increasing engagement even further. Native from the print world, and online by extension, OHZ HS^H`Z YLMLYYLK [V HKZ [OH[ Ä[ PU ^P[O [OL Z\Yrounding content of a given publisher. In mobile, the opportunity is vastly extended to include not only content but also the form and function of what a viewer is experiencing at the time an ad is served.
Content – Does an ad contain subject matter in a ZPTPSHY [VUL HUK ]VPJL [V H Z\YYV\UKPUN L_WLYPLUJL& Form – Does an ad use the canvas within an app or ZJYLLU PU H UH[\YHS ^H` [OH[ [OL \ZLY ^PSS UV[PJL& Function ¶ +VLZ [OL HK Ä[ PU ^P[O OV^ [OL Z\YYV\UKing app operates and in a way similar to how content VY HU L_WLYPLUJL PZ KLSP]LYLK& The experience of advertisers on the InMobi network show that ads designed with these factors in TPUKYHPZL [OL LUNHNLTLU[ MHJ[VY ZPNUPÄJHU[S` -VY example, Click-Through-Rates on native ads are up to 8 times higher than traditional banners and conversion rates are up to 6 times higher. And according to IPG Media, consumers looked at native ads 53% more frequently than display ads. Advertisers should also consider a few additional factors when planning to use native mobile ads to create more engaging experiences. 1. Does the provider offer an in-house creative team to assist the advertiser in expressing their objectives MVY TVIPSL KL]PJL ]PL^LYZ& +VLZ [OL WYV]PKLY VMMLY ÅL_PIPSP[` PU [OL ^H`Z HKZ may be customized within a native platform to avoid HSS HKZ SVVRPUN ZPTPSHY& 3. Does the provider provide truly global scale of their native platform with the data intelligence needed to Z\WWVY[ HK]LY[PZLYZ YLHJOPUN [OLPY KLZPYLK H\KPLUJL& With a renewed focus on the user experience of an ad viewer, native mobile advertising is poised to further advance engagement for some time to come.
SURVEYMAGAZINE.ORG
We can’t take Mobile Engagement for Granted
NOVEMBER 06, 2014 CROSSROADS
RICHARD JONES, HEAD OF MARKETING, AMERICAS - INMOBI
2 SESSION TWO
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Passive & Stated Behavior
WHO IS
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Imagine being able to passively measure how a single individual interacts with their mobile phone, their tablet, their television, and their computer – every single minute, every single day.
ON THE PANEL?
Then imagine that you are able to administer a questionnaire to an entire panel of these individuals, with a comprehensive understanding of their passively captured behavior. From a capabilities standpoint, conducting cross-media measurement is just the tip of the iceberg.
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John Bremer *OPLM 9LZLHYJO :[YH[LN` 6MÄJLY Toluna Global
02 Kym Frank SVP, Advertising Services Symphony Advanced Media
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Panels Alone are Too Small; hybrid combinations with census data are needed to provide both volumetrics and demographics
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Tom Anderson Owner / Managing Partner Odin Text
04 Brian Levine Co-Founder Interscope Research
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05 Jane Clarke 0403
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Why continue to build panels the same way ^L OH]L PU [OL WHZ[& Are there other, better ways that allow us to observe behavior without making the observed so aware of what we HYL KVPUN&
CROSSROADS 2014
SESSION 054 SURVEY MAGAZINE
The ability to dive into a survey to provide context for the consumer’s behavior is great, but the drawbacks beg for an alternative.
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DECEMBER 2014
The Ultimate Fitness & Sleep Tracker
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Managing Director CIMM
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I am thrilled with Symphony MediaInsiders Panel’s methodology. The innovation with embracing Passive as opposed to Stated data sources provides great thought leadership within the marketing industry.
Navigating the Intersection of
Passive & Stated Behavior
06 Shirley Wong Senior Vice President Zenith Optimedia
07 Marco Dela Tore Co-Founder, Biomedial Engineer, VP Product Science, Basis (an Intel Company)
S U R V E Y EVENTS
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JOHN BREMER
CHIEF RESEARCH & STRATEGY OFFICER
TOLUNA GLOBAL
He is most well known for having developed sample selection and weighting methods such as SmarSelect and SmartCorrect at Toluna as well as the proprietary propensity score weighting technique utilized by Harris. In addition, his passion regarding politics lead to him producing successful election forecasts in the US in 2000-2012 and in the UK in 2005-2010. On his off time, John co-directed the Harris Center for Innovation. Previously, John was a senior research assistant to Dr. James Heckman, specializing in selection bias issues. Projects John worked on were cited in awarding Professor Heckman the 2000 Nobel Prize in Economics.
LOCATION
CONTACT
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21 River Road Wilton, CT 06897 US
+1 203 834 8585
www.toluna-group.com john.bremer@toluna.com
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SESSION KEYNOTE
NOVEMBER 06, 2014 CROSSROADS
John Bremer joined as Tolunaâ&#x20AC;&#x2122;s Chief 9LZLHYJO 6MĂ&#x201E;JLY PU (WYPS /L ^HZ promoted to the position of Global Chief 9LZLHYJO HUK :[YH[LN` 6MĂ&#x201E;JLY PU Before joining Toluna, Bremer served as *OPLM 9LZLHYJO 6MĂ&#x201E;JLY H[ *VTWL[L UV^ Millward Brown Digital. He joined the research industry in 1999, working for Harris Interactive, where he held a series of escalating positions. His work has consisted of research into all areas of representativeness. He has specialized, however, in areas of non-probability sampling, rare populations, selection bias, and online survey research.
SESSION Â THREE
JOHN BREMER
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SURVEY Magazine: CROSSROADS 2014 - Navigating the Intersection of Passive and Stated Behavior
KYM FRANK
SVP, ADVERTISING SERVICES SYMPHONY ADVANCED MEDIA
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3 SESSION THREE
Intersection of
Stated Behavior SESSION THREE PRESENTER: KYM FRANK Kym is SVP of Advertising Services at Symphony Advanced Media
cently, she was SVP of Consumer Insights at ZenithOptimedia, leading consumer insights and new business research.
SymphonyAM hosts the world’s largest single source, passively measured, cross media mobile measurement platform. She began her career in media research 17 years ago at CBS Television Distribution, the company formerly known as King World. After over a decade, she switched gears and began working at FTI Consulting, where she spearheaded digital integration initiatives for her practice, pushing the team to embrace new technology and measurement. Most re-
Symphony Advanced Media utilizes a mobile app that resides on our respondents’ smartphones and tablets. This app passively captures app usage, website visitation, search, social commentary, geo-location, and most importantly, television viewing via audio content recognition. We then use that behavior to passively target panelists for surveys.
LOCATION
CONTACT
WEB & EMAIL
250 Sutter St, San Francisco, CA 94108
(415) 277-4870
www.symphonyam.com kfrank@symphonyam.com
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Passive &
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Tip of the Cross-Media Iceberg Cross-media measurement has been the hot topic of conversation for advertisers and media companies for over a decade. Measurement providers have made several attempts at developing products to address this need, but most involve panel fusions, modeling, or some element of stated behavior – all this for the purpose of measuring the true cross-platform reach of advertising campaigns and television programs. Imagine being able to passively measure how a single individual interacts with their mobile phone, their tablet, their television, and their computer – every single minute, every single day. Then imagine that you are able to administer a questionnaire to an entire panel of these individuals, with a comprehensive understanding of their passively captured behavior. From a capabilities standpoint, conducting cross-media measurement is just the tip of the iceberg.
SURVEY Magazine: CROSSROADS 2014 - Navigating the Intersection of Passive and Stated Behavior
The Technology In 2012, Symphony Advanced Media began recruitment for their cross-media measurement mobile panel – The MediaInsiders Panel. Currently, the panel stands at approximately 11,000 respondents, with plans to double its size in the next year. Respondents agree to download an app onto their mobile phones and tablets. The app runs silently in the background, capturing their mobile device usage. Through (\[VTH[PJ *VU[LU[ 9LJVNUP[PVU [LJOUVSVN` [OL HWW HSZV PKLU[PÄLZ [OL WYVNYHTZ respondents are watching on television. A sizable portion of this panel has a similar program running on the PCs.
Not surprisingly, the ability to identify individuals who were exposed to an advertisement either online or on television has led a number of brands to utilize this solution for advertising effectiveness studies. Passively capturing television ad exposure alleviates the need to utilize an “opportunity to see” approach or to embed the ad within the survey itself. It also provides a cleaner control – with the full knowledge that respondents were not exposed to the target brand’s ad and forgot, and in some cases, creating a control that was also not exposed to the competitive ads.
For example,
In fact, not only does this technology identify if a respondent was exposed to the advertisement (or not), it captures the frequency of exposure, the mix of 30s/15s the respondent viewed, the program content housing the ad, and where applicable, what respondents were doing on their mobile devices or PC while they were viewing the advertisement.
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The true power of a robust crossplatform respondent database goes far beyond your standard advertising effectiveness study. SymphonyAM has begun segmenting the panel based on passive behavior and leveraging those segments for survey targeting.
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Because respondents’ demographic information is captured during registration, and SymphonyAM PKLU[PÄLZ ^OLU where, and how many times they were exposed to advertising, the survey length is dramatically reduced from typical advertising effectiveness studies.
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SymphonyAM WHZZP]LS` PKLU[PÄLK a group of respondents who actively utilized the 5L[ÅP_ HWW K\YPUN the month of September as well as a similar group of respondents who did not utilize the app. Symphony then surveyed both groups of panelists about their binge viewing behavior. Through a combination of passive and stated behavior, SymphonyAM was able to identify video consumption trends as well as [OL 5L[ÅP_ PTWHJ[ on television viewing.
SURVEY
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Leveraging Passive Behavior for Survey Targeting
DECEMBER 2014
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Leveraging Survey Responses for Passive Targeting Turn this model on its head, and you have a tool that is just as powerful. Imagine being able to identify a group of respondents as a target based on their responses to a survey and then identify the media and mobile behavior in which they are engaged throughout the day. It could be as simple as asking, “Are `V\ J\YYLU[S` PU [OL THYRL[ MVY H UL^ ]LOPJSL&¹ to something as complicated as a segmentation study. Once those target respondents are
ÅHNNLK :`TWOVU`(4 JHU [OLU PKLU[PM` [OLPY WHZsive behavior and compare it with other groups to identify where and when to reach them with a brand’s messaging. Condé Nast and SymphonyAM have worked hand in hand to leverage this methodology across magazine titles through the creation of content LU[O\ZPHZ[ ZLNTLU[Z 6UJL PKLU[PÄLK *VUKt Nast is able to paint a portrait of the passively captured media behavior of their key segments throughout the week at various points of the day. Through this analysis, they can identify the ideal moments of receptivity to reach these target consumers with their messaging.
MORE >
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…in near real time on a second by second basis.
NOVEMBER 06, 2014 CROSSROADS
Usage of mobile apps Website visitation on mobile devices Website visitation on PC Digital Ad Exposure Cross-device Search Queries Social Networking Activity Television Program Viewing Television Ad Exposure And Geo-location
PASSIVE
SESSION THREE
Through this technology, SymphonyAM is able to identify respondents’…
SURVEY Magazine: CROSSROADS 2014 - Navigating the Intersection of Passive and Stated Behavior
Because advertising exposure is passively captured, SymphonyAM can identify how well a client’s proprietary segment is being reached by their brand’s advertisements ..
or the advertisements of their competitors.
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Comparing Stated Perceptions to Passive Behavior Finally, the ability to survey a respondent about their behavior while passively examining that behavior. This capability provides a lens through which to evaluate the reliability of an individual’s stated responses – or their perceptions of their own behavior.
DECEMBER 2014
SymphonyAM conducted a survey among its panel to understand shopping behaviors and trends, PUJS\KPUN VUSPUL HUK VMÅPUL ZOVWWPUN OHIP[Z HZ ^LSS as coupon usage. It then segmented respondents based on their stated behavior and conducted an analysis of their passively captured behavior. In this example, PUKP]PK\HSZ ^LYL HZRLK [V KLÄUL [OLTZLS]LZ VU H 7 point scale from based on their coupon usage. ;OLPY ZLSM KLÄULK JV\WVU \ZHNL JVYYLSH[LK ^LSS with the average time spent using couponing apps across the groups.
3 SESSION THREE NOVEMBER 06, 2014 CROSSROADS
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Turn this model on its head, and you have a tool that is just as powerful.
The True Value of Cross-Platform As mobile device penetration increases and cross-screen content consumption becomes more complex, securing a reliable, single-source, cross-platform measurement methodology for the media industry is essential. While the media industry is working towards these goals, the market research community can look one step beyond and begin to explore the opportunities available at the intersection of passive and stated behavior.
CROSSROADS TECHNOLOGY
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S U R V E Y EVENTS
Navigating the
Intersection of
Passive & Stated Behavior
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SURVEY Magazine: CROSSROADS 2014 - Navigating the Intersection of Passive and Stated Behavior Symphony AM makes a compelling case for what appears to be the holy grail of market research. The ability to quantify your target population’s true media consumption, location and app usage in real time presents an amazing wealth of opportunities. The three research types, as well as the passive data and survey techniques described in this paper are only the leading edge of what can, ultimately, be accomplished.
Changing
privacy landscape: Given this is an opt-in system, let’s skip the consumer perspective for now. My more pressing concern comes from Apple and Google’s policies towards privacy which can change radically from release to release. Just the changes in Apple’s most recent operating system completely rewrote the rules for the retail environment. IOS 8 THRLZ P[ L_[YLTLS` KPMÄJ\S[ if not impossible for some apps, to track customers in retail environments, and Google may follow Apple’s lead. More recently, the CEO for StealthGenie, an app meant to give parents and employers this same level of passive information, was arrested leading to a crackdown on spying apps. If Google and Apple get spooked, they may decide that these opt-in systems may also create a concern.
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That said, they also offer a concern. As researchers, we have new ways to learn about our customers’ behaviors every day. We are KYPURPUN MYVT H ÄYL OVZL VM information. Interesting information. Amazing, detailed, incredible information.
Increasing the breadth of passive data:
But, what does it mean? We know what they are doing more than ever, but the why often still eludes us. I would like to take these data points from quantifying our customers to explaining what drives them. And I believe a novel combination of active and passive data can provide that. We are just at the beginning, but it’s the ÄYZ[ Z[LW VU [OL YPNO[ YVHK And, while I can’t solve the “meaning” question just `L[ ZVTL VM [OL ÄYZ[ Z[LWZ might be to address the opportunities and challenges the Symphony AM product represents, such as:
Enhancing the customer’s voice: The ability to dive into a survey to provide context for the consumer’s behavior is great, but the drawbacks beg for an alternative. Surveys are answered when the participants are bored or have down-time, not when they are in the moment experiencing. And if they are given in the moment, they may actually detract from the moment itself.
2
I would like to see data collection enhancements across the following core areas: 0KLU[PÄJH[PVU – how do we know the owner of the WOVUL PZ \ZPUN P[& 9Lsearchers at major universities have announced initiatives to use the data coming from the phone as H MVYT VM KPNP[HS ÄUNLYWYPU[ If the sensors and usage shows enough changes, the phone will know that the owner is not the current user. I could imagine that type of system controlling for when my kids want to use my phone. SURVEY
tip
Context – I could imagine tracking even more variables. There are roughly 75 passive, and useful, mobile phone variables you can easily track to provide some next-generation context. Response – as the mobile and wearable device market grows, biometric sensors such as heart rate measured during nonÄ[ULZZ HJ[P]P[PLZ JHU IL used to help assess the emotional state of the user as they engage in activities of interest.
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I am excited by the possibilities of their work and believe it will only become more useful and powerful with time. Let’s just make sure we, as an industry, keep our eyes on the real prize. In the science world, many feel that we have the tools to understand how the smallest particles, such as atoms and light work, but we don’t understand why our equations work. In market research, we now have the tools to know every actions our customers take. But do we have the [VVSZ [V \UKLYZ[HUK ^O`&
Brian Levine
The ability to dive into a survey to provide context for the consumer’s behavior is great, but the drawbacks beg for an alternative.
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OPPORTUNITIES &
CHALLENGES
Co-Founder Innerscope Research
Living with the research:
S U R V E Y EVENTS
For the app to both do regular ACR as well as track all of the ways we use our devices including location services, the program needs to use local resources (Ie. The processor and battery) on a regular basis. I’m sure Symphony AM is managing this well right now, but it is important to keep an eye on. A number of tracking HWWZ OH]L ILLU ÅHTLK and ultimately killed, by users in the app stores due to battery-draining monitoring.
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Wearing your data on our sleeve: Wearables still comprise a small portion of the market, but they tend to come loaded with additional sensors and continuous contact. At the same time, I am concerned with getting more detail before we’ve really understood the detail we have.
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This list is not intended as a critique of Symphony AM.
NOVEMBER 06, 2014 CROSSROADS
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Response to: Navigating the Intersection of Passive and Stated Behavior
SESSION THREE
Intersection of
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SURVEY Magazine: CROSSROADS 2014 - Navigating the Intersection of Passive and Stated Behavior
TRIED & TRUE PANEL MEASUREMENT Panel measurement is a tried and true way to measure media reach. It is theoretically possible to build a panel of consumers who allow media measurement, where other consumers would not. However, measuring ones mobile phone activity and browsing activity is far more intrusive than measuring someoneâ&#x20AC;&#x2122;s TV viewing. Even if building such a panel, which approximates behavior of the general population who might not be likely to allow this type of intrusive monitoring to take place may be possible, other problems are likely. Unfortunately, the desire to use these panels as convenience panels rather than pure static panels usually proves too great a temptation for researchers. Surveying a properly built static panel with questions other than the most minimalist diary type questionnaire will certainly have an effect on behavior as well as opinions and cause unreliable future results.
Response to: Navigating the Intersection of Passive and Stated Behavior
TOM H. C. ANDERSON
FOUNDER, MANAGING PARTNER
Odin Text
066 SURVEY MAGAZINE
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3 SESSION THREE
Intersection of
Passive &
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Why continue to build panels the same way we have PU [OL WHZ[& (YL there other, better ways that allow us to observe behavior without making the observed so aware of what we are KVPUN&
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One question to ponder is whether we really need to ask for explicit permission, or whether we already have, or will soon have, adequate technology to monitor behavPVY LMÄJPLU[S` LUV\NO ]PH JVVRPLZ HUK ZL]LYHS other data sources which are already owned I` ÄYTZ HUK HK]LY[PZLYZ ;OLZL [LJOUPX\LZ are most likely already available, but are less frequently discussed. They are used and allowed without much forethought and give marketers defacto permission for monitoring and analysis. Therefore we must ask, why continue to build WHULSZ [OL ZHTL ^H` ^L OH]L PU [OL WHZ[& Are there other, better ways that allow us to observe behavior without making the obZLY]LK ZV H^HYL VM ^OH[ ^L HYL KVPUN& (SZV how might statistical bridging techniques use already available data to make more accurate predictions about customers without requirPUN HSS KH[H [V IL H]HPSHISL MYVT HSS NYV\WZ& Finally, are traditional surveys really the best ^H` [V \UKLYZ[HUK J\Z[VTLY H[[P[\KLZ& >O` not use more indirect techniques such as text analytics, to gain greater and more accurate WYLKPJ[P]L WV^LY& :[H[LK ILOH]PVY ]PH Z\Y]L`Z has proven to be far from accurate.
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Stated Behavior
NOVEMBER 06, 2014 CROSSROADS
Navigating the
SURVEY Magazine: CROSSROADS 2014 - Navigating the Intersection of Passive and Stated Behavior
Jane Clarke, Managing Director, CIMM CIMM’s 7 Criteria for Solving Measurement of Cross-Platform Exposure to Ads and Content Response To: Navigating the Intersection of Passive and Stated Behavior CIMM is an industry coalition of major media companies, media buying agencies and large advertisers collaborating to develop solutions for cross-platform measurement. CIMM conducted [OL ÄYZ[ WPSV[ [LZ[ VM :`TWOVU` (K]HUJLK 4LKPH»Z technology in 2011-2012, and their position on [OL PU[LYZLJ[PVU VM WHZZP]L HUK Z[H[LK ILOH]PVY Ä[Z squarely within the context of CIMM’s 7 Criteria for Solving Measurement of Cross-Platform Exposure to Ads and Content, which I’ve provided below. I would only add that currently SAM’s approach provides an optimal solution for cross-media campaign effectiveness research for large ad campaigns, but that it needs to scale – potentially through hybrid measurement – to also contribute to the solution for measuring unduplicated reach and frequency across platforms.
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Panels Alone are Too Small; hybrid combinations with census data are needed to provide both volumetrics and demographU Rpurchaser V E Y EVENTS icsS(or targets) “Single Source” crossmedia audience measurement panels are too small by themselves to capture fragmented media behavior across multiple devices, but can be useful to calibrate census-like data by providing estimates of duplication across media, understanding inter-media relationships and linking demographics VY W\YJOHZLY WYVÄSL KH[H [V viewing behavior.
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Design Representative
TV RPD Mega-Panel True hybrid measurement across all platforms will be realized when representative samples of TV viewing data can be constructed using various forms of Return Path Data.
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This may be stating the obvious, but the least amount of intrusiveness required by the respondent is optimal for the highest quality “behavioral” measure of media exposure.
Measurement must occur at the individual level in order to accurately combine and de-duplicate media exposures for individuals across platforms. Household measurement can also provide useful matching to other household level datasets, such as purchasingdata.
Measure Ads and Content Separately
Align Metrics across Platforms: Common metrics are needed to make comparisons of exposure across platforms, including HSPNUTLU[ VM KLÄUP[PVUZ MVY KH` ^LLR TVU[O HUK units of analysis, such as impressions.
0TWSLTLU[ (ZZL[ 0KLU[PÄJH[PVU Open Standards (EIDR and Ad-ID) An open standard for identifying video ads and JVU[LU[ HUK IPUKPUN [OL PKLU[PÄLY WLYTHULU[S` PU[V [OL HZZL[ PZ ULLKLK [V [YHJR HZZL[Z TVYL LMÄJPLU[S` and openly across the entire ecosystem. The PKLU[PÄJH[PVU Z[HUKHYKZ YLJVTTLUKLK I` *044 PU the U.S. are Ad-ID for ads and EIDR(Entertainment ID Registry) for content.
Navigating the Intersection of
Passive & Stated Behavior
As fragmentation and complexity of media and content touchpoints increase across devices, now more than ever, marketers are challenged with consistent methodology given limitations in current technological capabilities. Obviously the Holy Grail would be single-source measurement given the need for holistic evaluation of marketing to optimize return on investment on paid, owned, and earned media channels. While this holds true MVY VUSPUL HUK VMÅPUL TLKPH JOHUULSZ this is particularly poignant for mobile platform with its ever increasing adoption and penetration. Even if the cross-platform measurement issue was addressed, this opens up another challenge that is very common within measurement and research. Namely consumer behavior is typically gleaned and inferred MYVT YH^ KH[H ^P[OV\[ [OL ILULÄ[ VM ÄYZ[ WLYZVU PUW\[ [V WYV]PKL HKKPtional context. If we can juxtapose self-reported and consumer’s actual behavior, this will start the conversation to address discordance between the two. Ultimately this will become a milestone to encourage researchers and marketers to design surveys and media executions to more effectively reconcile the two. I am thrilled with Symphony MediaInsiders Panel’s methodology. The innovation with embracing Passive as opposed to Stated data sources provides great thought leadership within the marketing industry. I look forward to sharing additional thoughts with keynote speaker, presenter, my fellow panelists, and the rest of the audience.
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Measurement of ads and content need to be separated across all media, to enable the calculation of “ad impressions” across different platforms and technologies, particularly due to the growth in ad targeting and new technologies in TV VOD, such as dynamic ad insertion.
Shirley Wong, SVP, Zenith Optimedia
NOVEMBER 06, 2014 CROSSROADS
Measurement Must take Place at the Individual, as Well as the Household Level
3 SESSION THREE
Measurement Should be as Passive as Possible Across all Media
Response to: Navigating the Intersection of Passive and Stated Behavior
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CROSSROADS TECHNOLOGY
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2 0 1 4
SESSION #
4
“Measuring the Many:Many World”
WHO IS
It is no longer enough to “measure one media distribution platform. If we do that we only get one small part of the digital consumer’s journey.
ON THE PANEL?
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01 Mark Menig *OPLM ,_LJ\[P]L 6MÄJLY True Sample
02 Chris Modzelewski *OPLM 9LZLHYJO 6MÄJLY Verto Analytics
03 Jon Brigs Vice President, Analytics Huge Agency
04 01
02
04
04 03
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LESS TALK, MORE ACTION Optimizing Experiences Is The Future Of Cross-Platform Analytics.
at the heart of our research” is vital to forging the yet to be charted path towards a truly comprehensive understanding people’s engagement with media.
Lauren Moores VP of Analytics Dstillery
05 Roddy Knowles Director of Mobile Research Research Now
06 Steven Millman Vice President for Research comScore
06
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Instead of focusing on a structure and toolset to solve everything, instead focus on the data and the signals required from the data to answer the how effective is advertising in changing user behavior. And, expect that different metrics matter for different screens and media.
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“Measuring the Many:Many World”
The Evolving Media
Landscape 074 SURVEY MAGAZINE
Putting the “human
DECEMBER 2014
The key to solving for the duplication problem is the incorporation of both panel and census methods of measurement. While the panel provides important insights on person-level measurement and a means of calibrating data across platforms, the census data provides the granularity to determine the de-duplication algorithms for multiple platforms.
S U R V E Y EVENTS
CROSSROADS TECHNOLOGY
CHANGE
4 SESSION FOUR
Mark graduated from the University of Washington with a double major in Marketing and Corporate Entrepreneurship and HKKLK H *LY[PÄJH[L PU *VU[YHJ[ 4HUHNLment from the University of Washington Extension School.
MARK MENIG
CHIEF EXECUTIVE OFFICER
TRUE SAMPLE
LOCATION
CONTACT
WEB & EMAIL
15720 Main Street, Suite 224 Mill Creek, WA 98012
(206) 920-8665
www.truesample.com info@truesample.com
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Mark Menig was a member of the team that founded TrueSample in 2008 and brings nearly a decade of experience in global business leadership, corporate entrepreneurship, and technology innovation to his current role as the Chief Executive 6MÄJLY H[ ;Y\L:HTWSL ^OLYL OL PZ YLZWVUsible for the overall strategy and execution of the company.
NOVEMBER 06, 2014 CROSSROADS
SESSION KEYNOTE
SURVEY Magazine: CROSSROADS 2014 - Measuring the Many:Many World
CHRISJULIANA MODZELEWSKI SMITH HOLTERHAUS CHIEF RESEARCH OFFICER GENERAL MANAGER, Verto Analytics MARKET RESEARCH AMERICAS Lumi Insights
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4 SESSION FOUR NOVEMBER 06, 2014 CROSSROADS
“Measuring the Many:Many World”
The Evolving Media
SURVEYMAGAZINE.ORG
Landscape SESSION PRESENTER: CHRIS MODZELEWSKI Chris Modzelewski has been in the media research and soft^HYL PUK\Z[YPLZ MVY [OL WHZ[ ÄM[LLU `LHYZ ([ [OL HNL VM OL created Gemius S.A. (www.gemius.com) which he built into Europe’s 2nd-largest web audience measurement company before selling it to a private equity fund. Today, Gemius S.A. is the currency in web audience measurement in 25 European countries. Beyond his experiences in the web audience measurement world, Chris has built research solutions in radio, out-of-home, and print. At Verto Analytics, he is responsible for all product development, methodology, data science, and operations.
LOCATION
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1501 Broadway (12th Floor) 10036-5601 New York, NY
+1 201-506-4554 @InsightIndustry
www.vertoanalytics.com chris.modzelewski@vertoanalytics.com
CROSSROADS TECHNOLOGY
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SURVEY Magazine: CROSSROADS 2014 - Measuring the Many : Many World
â&#x20AC;&#x153;Measuring the Many:Many Worldâ&#x20AC;?
The Evolving Media
Landscape
Once upon a time, media content and advertising had a 1:1 relationship with distribution platforms. If you wanted to read newspaper content (and see newspaper advertising), you had to buy a newspaper. If you wanted to listen to radio content (and hear radio ads), you had to turn on a radio. It was a simple, relatively uncomplicated world.
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Those were the days.
NOVEMBER 06, 2014 CROSSROADS
Newspaper content can be read in print, on the web (either on a computer or a mobile device), on an app (on a mobile device, Smart TV, video game console, or wearable). This trend is affecting every single medium, from radio to audio, from print to web, from web to apps, from television to video. Even out-of-home is being affected.
4 SESSION FOUR
To measure consumption of a particular medium, all we had to do was measure usage of its single distribution platform. If we wanted to measure TV consumption, we measured TV viewership. If we wanted to measure newspaper consumption, we measured newspaper readership. The methods of media measurement were optimized for each medium’s ZWLJPÄJ KPZ[YPI\[PVU WSH[MVYT The methods that worked for one medium (e.g. print), did not really apply to a different medium (e.g. web).
Today, content has a many:many relationship with distribution platforms.
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“Measuring the Many:Many World”
The Evolving Media
Landscape
The Evolution of Media Research
The average US consumer has 4.5 internetconnected devices. It is no longer enough to measure one media distribution platform. If we do that we only get one small part of the digital consumerâ&#x20AC;&#x2122;s journey. The alwayson digital world has changed the rules for: How consumers interact with content and services; How service providers relate to their customers; How advertisers reach consumers, and; How researchers measure these dynamics. If we want to accurately understand the digital consumer, we need to observe their behavior across all of the distribution platforms in a comparable, holistic fashion. That requires new technologies, and new methodologies.
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With the media landscape becoming increasingly complicated, we naturally end up with more research tools to choose from. From web analytics to predictive modeling, and from audience attribution to census-level campaign analytics, the options for researchers have never varied more. So if we want [V \UKLYZ[HUK [OL JVUZ\TLYÂťZ L_WLYPLUJL OVSPZ[PJHSS` OV^ JHU ^L KV [OH[&
The Evolving Media
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Figure 1- Reach (%) by Device Type
NOVEMBER 06, 2014 CROSSROADS
Landscape
4 SESSION FOUR
“Measuring the Many:Many World”
If we want to accurately understand today’s consumers, we need to observe their behavior across all of distribution platforms in a comparable, holistic fashion.
This human-centric HWWYVHJO MVJ\ZLZ ÄYZ[ and foremost on the consumer’s experience of media, advertising, and marketing content. It explicitly acknowledges the reality of the
many-to-many world by removing the conceptual borders between different media distribution platforms. As our conceptual model for media evaluation evolves, our research methods must similarly evolve. The measurement methods we use today, especially the technical and methodological architectures on which they are built, are a legacy of yesterday’s one-to-many world where each media distribution platform has one (or more) incomparable methods by which it is measured. If we wish to measure “vehicle access and information acquisition” for the web, we typically utilize either panel, web analytics, or hybrid approaches. If we wish to measure the same for mobile, we often use separate and unintegrated panel-based, model-derived, or mobile HUHS`[PJZ IHZLK TL[OVKZ -VY ]PKLV& ( mix of video analytics, TV ratings, surveys, etc. We only get siloed information and not the complete picture. Building a complete understanding of the consumer’s vehicle access and information acquisition requires complex and imperfect integrations of research solutions that were never designed to be so integrated. We are forced to stitch different parts together, look at Frankenstein’s monster with one eye closed, and say to ourselves “close enough”.
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+ + Integrating so many disparate solutions is already becoming too complicated to sustain, and as technology and consumer behavior continue to evolve this complexity will only increase.
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New research technologies that are platformindependent (i.e. will work on web, mobile, TV, etc.), and;
+ + However, complexity is here to stay – the consumer’s experience is complicated, and the media landscape that the consumer operates in is complicated. But by building a solution whose technological architecture is designed to work in a complex environment, and whose methodological design takes into account the biases and limitations inherent to different research methods, we can build a sustainable and relevant research solution.
New methodological apWYVHJOLZ [OH[ YLÅLJ[ HUK account for the inherent idiosyncrasies of measured media platforms.
Our job as researchers is to understand the consumer: That goes deeper than understanding how they use the web, mobile, video, or any single media content type or distribution platform. It means understanding how they interact with the world around them, and that should always start with the consumer – not the technology.
SURVEYMAGAZINE.ORG
To tackle this challenge we must reset the relationship between measurement and the consumer, and to put the human at the heart of our research by developing:
NOVEMBER 06, 2014 CROSSROADS
Landscape
There are historical and economical reasons for this approach. It is expedient, and accessible with today’s technology. Yet the constant evolution of consumer behavior is putting ever more pressure on our “close enough” solutions.
MEDIA
The Evolving Media
SESSION FOUR
“Measuring the Many:Many World”
SURVEY Magazine: CROSSROADS 2014 - Measuring the Many:Many World
Author: Jon Gibs Agency: Huge
Response to: “Measuring the Many:Many World”
+ + CROSS-PLATFORM Over the last decade, cross-platform analytics has given rise to multiple philosophies, methodologies, technologies and approaches. We’ve seen fusions, cookie stitching and single source samples, all conceived to chase the almighty advertising dollar. ;OH[»Z ÄUL ;OLYL»Z H SV[ VM money to be had in banner ads and 30 second spots. But it’s gotten boring. Worse, all of these schematics and PowerPointbased concepts neglect the needs and behavior of actual users.
LESS TALK, MORE ACTION Optimizing Experiences Is The Future Of Cross-Platform Analytics.
I propose that we change course: take our accumulated thinking and turn it into action. Stop talking about stuff and start making stuff. Sure, technologies like Symphony Advanced Media, the recently announced Adobe / Nielsen partnership and the chillingly effective cross-device ad targeting of Facebook and Google have gotten us a lot closer to where we need to be. But we can do more. What we need is a new use case for cross-platform analytics, one focused on building better user experiences in the physical, linear and digital worlds. 084 SURVEY MAGAZINE
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+ + Where do we begin? As we move away from a philosophical approach to a more pragmatic and actionable one, the absolute need for methodological perfection fades into the background. We are left with the tools and system we already have and can start building.
We begin with straightforward, surveybased segmentation, with a very large sample, on the order of n = 10,000.
Here is an example approach, based on classic market research methods blended with technology that gives us an almost fully addressable world. This experience-based method is less about trackPUN ZWLJPÄJ PUKP]PK\HSZ HUK more about understanding and adapting to the needs of micro-segments of users.
The goal of the segmentation is
not
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5V^ ^L NV ÄUK [OVZL ZLNTLU[Z 0U H fully digital experience, we can match the look-alike model to third party cookie data within a data management platform (DMP) or actually deploy the typing tool itself—a calculator or such—as part of the experience and then let the resulting cookie data become the base for the look-alike.
With the segments loaded into the DMP, we can begin to personalize the digital experience through the client CMS, target advertising through DSP, or even buy different types of TV, radio and print media. We can use the wearable/geo data to understand segment data in a physical space and adjust physical spaces to meet changing needs. These new, integrated, cross-platform user experiences are based on the needs, drivers and inhibitors from the segmentation, as well as standard experiential research.
Next, we keep adapting to the user. The segmentation moves from being needs based to responsedriven. We let our baseline segmentation morph over time based on testing and optimization.
;OPZ HWWYVHJO ÅPWZ [OL PKLH VM JYVZZ WSH[MVYT TLHZ\YLTLU[ 0UZ[LHK VM JV\U[PUN WLVWSL MVY advertising, we are optimizing their experiences. Clearly, this approach doesn’t solve some core problems with audience measurement across platforms. It doesn’t give us unduplicated audience, nor does it tell us about cross-platform frequency or effectiveness. But it does change the discussion we’ve had for the past ten years. It moves us from counting to making.
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to generate the persona-based PowerPoint slides of old, but rather to create 20-30 segments that are fully addressable across platforms and within digital and physical experiences.
NOVEMBER 06, 2014 CROSSROADS
Also included are look-alike “hooks:” data WVPU[Z [OH[ HYL ÄUKHISL PU [OPYK WHY[` KH[H sets such as shopper card data sets, wearable data or enriched cookie pools.
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4 SESSION FOUR
This sample size will enable microsegmentation later. The survey itself contains, primarily, drivers and inhibitors VM ZWLJPÄJ \ZLY HJ[P]P[PLZ HZ ^LSS HZ \ZLY ULLKZ MVY ZWLJPÄJ [`WLZ VM L_WLYPLUJLZ
SURVEY Magazine: CROSSROADS 2014 - Measuring the Many:Many World
Lauren Moores HISTORIACAL MEDIA MEASUREMENT:
UNCOMPLICATED? Although today’s world may be more complicated in terms of mediums and platforms, historical measurement of media wasn’t necessarily uncomplicated. More importantly, historical measurement on media impact was limited by data access, reliance on recall and did not measure user behavior across media. Instead, historical solutions assumed that measuring the impact of TV was independent of the need to measure the impact of radio or print. Fast forward to today where we have for years looked to create solutions and tools that allow us to measure consumer behavior across channels. No one argues with the need to observe behaviors across all distribution platforms in a holistic fashion but the idea of an omnichannel technology, methodology and TL[YPJ [OH[ ^PSS Z\MÄJL PZ UV[ SPRLS` UVY WY\KLU[
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Instead of focusing on a structure and toolset to solve everything, instead focus on the data and the signals required from the data to answer the how effective is advertising in changing user behavior. And, expect that different metrics matter for different screens and media. >O`&
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Our technology and data are changing so rapidly, that what is required is an agile approach that allows one to adapt as technology evolves and our data signal continues to explode.
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Each new data brings the promise of new measurement solutions and will require different methodological approaches that evolve to use what we have at the time with the expectation that as some signal gets more precise, other data will get more fragmented and require pushing the science and math to make big data into smart data.
MOBILITY
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One approach is to put location in context, measuring the user interaction in physical stores by analyzing the physical patterns of the audiences you have targeted on various channels. This can be done with passive data, impression based and behavior based, but made more accurate with the usage of survey data [V JVUÄYT ILOH]PVY VY WSHJLTLU[ VM \ZLYZ
Response to: “Measuring the Many:Many World”
Further, the key to using mobility data effectively is to use good science to create a vehicle that allows one to match different data streams through matching - either deterministically or probabilistically. This ability to crosswalk digital devices - some stationary and most mobile, allows us to use different techniques and methodology not only to reach consumers across channel but to measure them more holistically than we have been able to previously. Dynamic data and methodology, not infrastructure or single focused metrics, will allow us to solve the many to many issue in measuring advertising effectiveness, accommodate new data streams and measure each channel with the ZWLJPÄJ Z\JJLZZ TL[YPJZ [OH[ HYL YLSL]HU[ MVY that campaign and brand.
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CONTEXT
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NOVEMBER 06, 2014 CROSSROADS
Mobility data is essential to our ability to enhance our ability to measure the effectiveness of advertising, actually allowing us to measure the effect of online to VMÅPUL VU H IYVHK ZJHSL and not just for those users who we have been able to track through survey and diaries.
SESSION FOUR
Mobility data (tablet, smartphone, IoT, wearables) is a perfect example of focusing on smart data and data types rather than a particular system. As the consumption of digital media continues to move more onto devices which can provide mobility data, essentially physical cookie crumbs of user behaviors, we can use this passive data to measure crosschannels.
SURVEY Magazine: CROSSROADS 2014 - Measuring the Many:Many World
Chris compares the imperfect stitching together of research solutions to the creation of Frankenstein’s monster, which is in many YLZWLJ[Z H Ä[[PUN HUHSVN` 0 ÄUK THU` VM [OL monsters our industry has created to be both marvelous and menacing. Today both researchers and consumers inhabit an equally exciting and challenging world – ripe with opportunities made possible by near-perpetual connectivity, yet saddled with the fragmentation of what is never a truly connected whole.
Roddy Knowles Director of Mobile Research Now
Response to: “Measuring the Many:Many World”
Researchers have a diverse set of tools, some tried and true, some new, and some merely conceptual. In most cases, as Chris elucidates, tools and methods for measuring consumption were developed with a particular medium in mind. Taking a step back to look at our current approaches while casting aside how they have been used in the past and assessing their viability in the future, is warranted. However, this is easier said than done. In an industry where we don’t have the luxury of stopping what we are doing while we work out how to approach media consumption holistically, we are forced to juggle. This juggling act is seldom easy and has the potential to try the patience of our clients as we drop a ball now and again. Thus, while we continue to push our technologies and methodologies forward to make what was impossible possible, a high degree of transparency is warranted. While many of us have proprietary approaches to this holistic understanding, sharing successes and failures, best practices and missteps, is critical to our industry’s ability to catch up with the times and understand consumers’ humans’ usage of and relationship with various forms of media. Furthermore, putting the “human at the heart of our research” is vital to forging the yet to be charted path towards a truly comprehensive understanding people’s engagement with media. Marketing researchers too often forget that real humans are providing the data that fuels their research. While this may sound silly, just look at a not uncommon tortuous 30 minute survey, laden with “research speak,” and ask who/what is at the heart of the research initiative. The richest understanding of the people comes from asking and observing. The same imperative, to be human-centered, applies to behavioral research or passive measurement, where we should strive to be as nonintrusive as possible. As we think about how to properly conceptualize how to understand (not just track) people in the “many:many world,” we need to not just think of what tools to create and use, but how research participants should not be burdened with research, but rather should be active, engaged, and dare I say enjoy their participation. If we want them to let us into their lives, the least we can do is ask nicely, be on our best behavior, and certainly not act like Frankenstein’s monster.
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“Measuring the Many:Many World” The Evolving Media
Landscape
However, as the number of channels has grown, the capacity to measure them has grown as well. Digital tagging, combined with best in class tools for weeding out ads that weren’t delivered (nonO\THU [YHMÄJ UVU ]PL^HISL HKZ L[J OHZ JYLH[LK MVY [OL ÄYZ[ [PTL H [Y\S` JLUZ\Z SL]LS HWWYVHJO MVY measuring delivery of online ads.
Without the ability to connect the media channels to the same individual or the same household, we cannot measure Audience or ROI in a consistent, holistic fashion. comScore has been at the forefront of addressing these complexities and providing campaign and audience measurement ZVS\[PVUZ [OH[ KLSP]LY H \UPÄLK ]PL^ VM [OL JVUsumer across platforms. The long-held theoretiJHS HWWYVHJO MVY \UPÄLK JYVZZ WSH[MVYT TLKPH measurement is the single-source panel, but in WYHJ[PJL P[ [\YUZ V\[ [V IL PUZ\MÄJPLU[ :\JO H WHULS must not only have adequate sample size to report at a meaningful level of granularity within each individual media platform, but it must also have enough overlapping sample within every permu-
The key to solving for the duplication problem is the incorporation of both panel and census methods of measurement. While the panel provides important insights on person-level measurement and a means of calibrating data across platforms, the census data provides the granularity to determine the de-duplication algorithms for multiple WSH[MVYTZ 0TWVY[HU[S` [OPZ \UPÄLK TLHZ\YLTLU[ HWWYVHJO PZ UV[ ZPTWS` [OLVYL[PJHS ¶ P[ ^HZ ÄYZ[ pioneered by comScore in 2009 and then applied to cross-platform measurement in 2012. comScore has available today our Media Metrix 4\S[P 7SH[MVYT [OL ÄYZ[ \UK\WSPJH[LK ]PL^ VM KPNP[HS audiences across desktop, smartphone and tablet, and is currently in beta with Video Metrix 3.0, which will provide a similar view for digital video audiences (including OTT). Other comScore efforts underway are tackling these same challenges but including even more platforms, such as television, new over-the-top viewing devices, and radio. And because comScore’s approach is scalable, it can adapt to the ever-increasing number of media platforms that are bound to emerge.
From the perspective of survey-based methodologies to assess advertising impact, we are also expanding our capabilities to tag advertising across devices, regardless of whether those ads are served through H IYV^ZLY VY PU HWW )LJH\ZL [OLZL [HNZ ZLUK PUMVYTH[PVU [V V\Y ZLY]LYZ ^OLU [OL` ÄYL ^L HYL ILJVTPUN increasingly able to connect ads served to households across those devices. We are already able to do this for most PC, smartphone, and tablet formats. This holds the promise of determining not just whether an individual is exposed, but how many times and on what types of devices. We combine this with traditional opportunity-to-see questions (and some more advanced ones) to create a survey approach that can truly measure the lift in branding metrics for cross-platform advertising campaigns.
Response to: “Measuring the Many:Many World”
Steven Millman
Vice President for Research comScore
SURVEYMAGAZINE.ORG
Not all media are amenable to this approach. Clearly print and out-of-home advertising cannot be measured in this way, and neither can we acquire truly census data (so far) with respect to linear radio and television (although the amount of set-top box data covering cable and satellite TV is expanding dramatically). Finally, even where there are excellent data sources for different media channels, the level of complexity involved in combining them at the person or household level is a monumental challenge.
tation of platform overlap to derive the audience K\WSPJH[PVU HSNVYP[OTZ ;OPZ PZ KPMÄJ\S[ LUV\NO [V deliver at the individual medium level with just two overlapping platforms, and almost immediately breaks down upon introducing a third platform – SL[ HSVUL [OL MV\Y[O HUK ÄM[O 0U MHJ[ ^OLU [Y`PUN [V TLHZ\YL Ä]L WSH[MVYTZ LUJVTWHZZPUN ;= desktop, smartphone, tablet and radio, there are 31 different combinations of platforms that need to be measured!
NOVEMBER 06, 2014 CROSSROADS
The number of channels available to consumers through which advertising is consumed has grown drastically in the last decade and continues to expand. Even enduring media such as radio and television have become largely on-demand delivery for more and more consumers.
4 SESSION FOUR
Chris accurately describes many of the complexities and challenges of the marketing landscape we live in.
Glass Oaks Makes A Tour Stop at the CROSSROADS of Survey Technology & Mobile Innovation?
Yes They Did! Here is what they said when the band sat KV^U ^P[O V\Y V^U 4LNHU /H[ÄLSK
4LNHU /H[ÄLSK Contributing Editor SURVEY Magazine
I had the privilege of interviewing the band Glass Oaks, who performed at the November 06, 2014 Crossroads event in NYC. 090 SURVEY MAGAZINE
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SPECIAL FEATURE
As recording and touring artists, they ventured a long way from home to bless the Metropolitan Pavilion stage with their unique talents for the Crossroads after party, and they lit-up the H\KPLUJL [V ÄUPZO VMM [OL L]LU[ PU NYHUK style.
It was a special treat to watch them perform live, especially after hearing all the good things the band had to say about their music.
MUSICAL INFLUENCES NOT YOUR TYPICAL ROCK BAND During the interview, we discussed various topics about OV^ [OL IHUK NV[ Z[HY[LK ^OH[ NLUYLZ VM T\ZPJ PUÅ\LUJL their musical style, what their plans are for the future, and how mobile technology has advanced their careers.
WHEN DID THE BAND FORM? Glass Oaks formed in April 2013 in Lynchburg Virginia, as a result of unexpected events bringing them together. They have a wonderful story to tell of how it all happened. As four professional musicians who started off attending the same college, each band member was already engaging in some sort of activity in music. Joel Kaiser, who is Glass Oaks’ SLHK ]VJHSPZ[ OHK Q\Z[ ÄUPZOLK recording his solo al- bum in March 2012, when he met drummer, Jonathan Smalt, who at the time was playing drums for one of the traveling recruiting teams for his college. 092 SURVEY MAGAZINE
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Glass Oaks is not your typical rock band. With four dynamic musicians who have diverse backgrounds in music, they have come up with an eclectic style of indie rock that infuses Gospel, American rock, Soul, Alternative Country, and R&B into fun heartwarming jams that everyone can enjoy listening to.
PHOTOGRAPHY BY: FOSTERASHER.COM
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Ben Anspach had also been traveling with a recruiting team as a guitarist, while Taylor Thompson was play- ing bass guitar for church and his family band. Smalt was planning on renting a house with Thompson and Anspach, whom he already had pre- vious relationships with, when he ran into Kaiser again. At some point in a lengthy conversation, they started talking about music. Smalt says,
“Joel explained to me how he had a new record but needed a band, and I explained that I had a band but needed a songwriter”.
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We stayed up till 3 AM talking about music, and I ended up failing my Spanish test the next morning because of it.” The following weekend, the four met up for a jam session, and they haven’t stopped playing together since.
The band recently released their new EP. They are also in pre-production for a music video for their record “Man off Land.” In the past two months, they have also written about 10 songs that may form into a fulllength album. Glass Oaks has been involved in many interesting activities, like being an honored guest for a Daytrotter session this past October and re-locating to another city to WLYOHWZ M\SÄSS VUL VM [OLPY IPNNLZ[ NVHSZ as a rising band of becoming a full-time recording and performing artist.
MEGAN HATFIELD Contributing Editor Survey Magazine
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I asked each band member a variety of questions just to get to know them a little better, and here is what they had to say.
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Ben Anspach
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JONATHAN SMALT
When did you begin your career in music?
What music do you prefer to listen to? “I grew up listening to a lot of gospel, country, and bluegrass. Johnny Cash was never far from the cd player as a kid in my house, and neither was Hank Williams. I found The Band at a pretty early age as well and I am still working on collecting all of their albums on vinyl. Lately I’ve been listening to a lot of Dr. Dog, Wilco, Local Natives, Father John Misty, and Sturgill Simpson. But I still have country music in my soul.” TAYLOR THOMPSON
“I started playing drums when I was 4 years old after watching my mom play drums in church. I would say my career started in college when I got a scholarship for drums and started actually making money.” JONATHAN SMALT
What instruments do you play? “I’m the lead singer and also play rhythm guitar, both on acoustic and electric. I also beat-box here and there... just not in the band.” JOEL KAISER
TAYLOR THOMPSON
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market research bulletin
CROSSROADS TECHNOLOGY
CHANGE
Joel Kaiser PHOTOGRAPHY BY: FOSTERASHER.COM
How do you like playing in a band? What are the pros and cons?
¸;OPZ PZ H KPMÄJ\S[ X\LZ[PVU ILJH\ZL LHJO KH` PZ KPMMLYLU[ >OLU 0 MLLS H KLZPYL [V WSH` VUL ZWLJPÄJ Z[`SL VM T\ZPJ 0 W\YWVZLS` [Y` [V YLZPZ[ [OH[ \YNL ;OPZ PZ ILJH\ZL 0 UL]LY ^HU[ [V IL JVUÄULK [V VUL NLUYL VY another. I like experimenting and blending styles together.”
“I love it. The guys are great, and each one of them has their own unique way of inspiring me to create.
Do you also write your own songs?
Ben Anspach
What style of music do you like to create? “Interestingly enough, I love making soulful blues music that has a Latino vibe to it (It’s something in my blood, I suppose). It is often danceable but not techno EDM danceable and intellectu- ally meaningful but not without its fair share of irrational emotion. Those are the kind of tunes I write in a band setting. But when I’m alone and I’m just spilling out the clutter in my head and all, it comes out pretty alt-country mixed with the blues. At least, as of late that seems to be the case. At the end of the day, if I’m not experimenting just the tiniest bit at least within a genre, I feel somewhat disconnected from my music.” Joel Kaiser 094 SURVEY MAGAZINE
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“I do. My personal writing process involves humming a tune until I get it onto something that can record it, after which, I sit down and sort through things that have been on my mind and things that I know have been on the minds of those around me, whether that be our relationship or something outside of our community that is effecting us directly or indirectly. Then, I usually just pen some words down that relate to all of that and match them to the melody’s rhythm and such. At other times, I just have something that I want to be heard like a lesson I’ve learned and want to pass on to others or a feeling or emotion that can only be explained/ embodied in some kind of story. As a band, ZVTL[PTLZ ^L Q\Z[ QHT HUK [OL TLSVKPLZ HUK OHYTVUPLZ Z[HY[ ÅV^PUN between all of us, wordless until we sit down and put some to them. Those have honestly become some of our best songs to date.” Joel Kaiser
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What inspires you to make a song? “I’m inspired by beauty in everyday experiences, by the people around me, and by the books I read.” JONATHAN SMALT
“I like to hear a good song and make it even better. Joel usually writes a song or has an idea, then we jam on it until we all come up with fun parts that complement the song and create the right emotion.” TAYLOR THOMPSON
If you can inspire someone else who is pursuing music, what advice would you give them? “Commit to the artistic process and love generously the people who you surround yourself with. Stand up for your vision but don’t be obstinate to other peoples’ creative input. Make sure you’re taking care of yourself. Sometimes you can get lost in the creative process and wind up forgetting about yourself and in turn, forgetting the needs of others. Listen carefully to the music you put on but don’t forget to fast from music regularly in order to seek out the creator inside of you. Be rooted but be willing to experiment.” Joel Kaiser “I would recommend that you do not equate playing an instrument with practicing. I think this is how musicians get stuck in ruts. Practicing takes diligence and it involves breakthrough and discovery.” Ben Anspach “Play with other people. As I said before, creating music with other people is the most rewarding thing you can do. Make music with people who are better than you. This will stretch you to get better at your own instrument and inspire you to grow. Make music that is important to you and inspires you as a musician and `V\ ^PSS ÄUK M\SÄSSTLU[ PU T\ZPJ Fans are important, but making music you love is necessary.”
How has mobile enhanced the bands awareness and opportunities as you grow? How are you utilizing social media and mobile in unique ways to provide access to your music? “Connecting with people has been integral to Glass Oaks success as a band. It re- ally helped our communica- tion once we all had “smart” phones. We can stay on the same page and communicate with fans easily and get people to come to our live shows. That’s where we connect with people the best, in person, in front of an audience.” TAYLOR THOMPSON
“There are many times when we’re in a city far from home and we can use social media to tell people about our shows VY [V ÄUK WSHJLZ [V ]PZP[ L[J We use several social media platforms to connect with our fans, including Instagram, Facebook, Twitter, all of which are steadily moving towards a mobile emphasis. We’re open to experimentation, and we are constantly trying to improve how we use mobile technology.” JONATHAN SMALT
TAYLOR THOMPSON
“Don’t wait for inspiration. Pursue it. Work every day.” JONATHAN SMALT
You can see the band perform Thursday November 6, 2014 MVY [OL ÄYZ[ *YVZZYVHKZ 4VIPSL Tour in New York City. You can also download a free copy of their new EP on Noisetrade. com. For more information about the band and their music, you can visit their band page: http://www.glassoaksmusic.com/
CROSSROADS TECHNOLOGY
CHANGE