THE INTERNET OF THINGS AND THE FUTURE OF INSIGHTS Renee Brandon VP, Research
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THE VINE To get the freshest food,
get as close to the vine as you can.
Thinking Distance
Time Thought
FRESH INSIGHTS To get the freshest insights, get as close to the point of decision making as you can.
POINT OF INFLUENCE® With location-based research from the Field Agent mobile app,
companies gain insights at the point of decision-making.
INTERNET OF THINGS New levels of connectivity will change when and how people make
purchase decisions, and give us new ways to understand the process.
CLICK HERE to see our blog post on these 4 Futuristic Research Tools
CONNECTED STORE AISLES
CONNECTED APPLIANCES
CONNECTED REPLENISHMENT
THE CONNECTED HOME
THE CONNECTED BODY
THE CONNECTED CAR
WITH THE INTERNET OF THINGS…
• Shopping, purchase, and usage decisions will happen everywhere
• Separation between the shopper and the consumer will diminish
• Technology will measure decisions all along the way
We can ask people questions via a lot of new devices and in
a lot of new ways
WITH THE INTERNET OF THINGS… • We can know more about what people Do • We may not need to ask them What
But we still need to know:
• “Why?”
• “How do you feel?”
• “How do you decide?”
• “What would you do if…?”
BUT WHAT ABOUT…
• Acceptance (“creepiness”) factor
• Privacy concerns
CONNECTED STORE AISLES
BEACON IN-STORE TEST
ü Traveled into the aisle +26 pts. vs. the Control Store
ü Were more willing to accept mobile messages
ü Increased desire to receive in-aisle mobile messages 2x vs. control
ü Were willing to accept 3-4 messages during a large shopping trip
Shoppers who interacted with beacons:
FUTURISTIC SCENARIOS
Connected store aisle
Connected appliances & replenishment
Connected home
Connected body (health monitoring)
We presented people with futuristic scenarios to understand…
1. Appeal of the technology (benefit)
2. Comfort level with surveys triggered by the technology (creepiness factor?)
3. Likelihood to respond to survey triggered from the technology
CONNECTED AISLE ATTITUDES
You linger on an aisle, then a message appears on your smartphone from the store, asking if you need help…
Virtual In-Store Shopper
27% found this
technology appealing
CONNECTED AISLE ATTITUDES
A message appears on your smartphone from the store, asking you to explain why you bought one product instead of another…
Virtual In-Store Shopper
27%
37%
20%
Connected Aisle
Technology appeal
Survey comfort
Response
CONNECTED REPLENISHMENT A washing machine that automatically orders detergent when it’s low.
CONNECTED REPLENISHMENT
Your washing machine automatically senses when you are running low on detergent, and reorders for you 48%
Acceptance
found this technology appealing
48% 45% 31%
Connected Replenishment
Technology appeal
Survey comfort
Response
CONNECTED REPLENISHMENT
When you select a different brand of detergent to order, the washing machine asks you why
Survey Attitudes
THE CONNECTED HOME
Your lighting, heating, and cooling are connected to the Internet, so while you are away you can adjust thermostat and lights.
CONNECTED HOME Acceptance
87% found this
technology appealing
You reduced your heating and cooling for a week. Your thermostat asked if you were on vacation and, if so, some questions about your vacation planning process.
87%
37% 31%
Connected Home
Technology appeal
Survey comfort
Response
CONNECTED HOME Survey Attitudes
THE CONNECTED BODY/HEALTH
Your health monitor device senses your blood pressure is running high and suggests you visit a doctor.
CONNECTED BODY/HEALTH Acceptance
69% found this
technology appealing
You missed a dose of your twice daily medication, and your device asked you to complete a survey about a new medication with a different dosing schedule.
69% 55%
45%
Connected Body/Health
Technology appeal
Survey comfort
Response
CONNECTED BODY/HEALTH Survey Attitudes
Comfort levels and responses are higher when connected to clear benefits.
Think of “Cookies” – people willing to accept them to get a more personalized Internet experience.
27%
48%
87%
69%
37% 45%
37%
55%
20%
31% 31%
45%
Connected Aisle Connected Replenishment
Connected Home Connected Body
Technology appeal
Survey comfort
Response
CONNECTED ATTITUDES
AND THERE IS ALSO… • Survey Overload
how much is too much, will there be something equivalent to a “Do not call” list where users opt out?
• Privacy Concerns strongest benefits may have the highest risks, especially regarding health related devices
• Lack of Clear Benefit to Responding how do we offer incentives?
• Early Adopters vs. Mainstream
“The scarce resource will continue to be human attention. There is a limit to the usefulness of devices
that are worn in public but that demand attention because it is often socially and practically unacceptable
to give those devices enough attention to make them worth the trouble of configuring and interacting with.”
Karl Fogel, partner at Open Tech Strategies, president at QuestionCopyright.org
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