Innovation is impacting every part of our lives, with smartphones making the world available from our pocket. But can we say the same for market research? As researchers, providing access to data from new sources like customer data platforms, could be considered the equivalent of sticking a kid in a candy store. Exciting yes, but completely overwhelming for some. Technological development in our industry is often focused on how a business can create the latest program or app to benefit their business. However, the very fact that this technological development is becoming a technological dependence for consumers means market research is already benefiting. Or rather, it should be. The innovation has occurred, now we need to tap into this wealth of data.This paper will look at how and what can be appended to existing research projects. It will share tangible examples of ways researchers, marketers, and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating – all while maximizing the investment being made in their survey research. Most importantly, it will leave the audience with better understanding of how to activate research-derived segments through programmatic advertising and how clients can derive incremental value from the investment they’re already making in survey-based research.

1. Festival of #NewMR
2019
Making data actionable:
A look at the power of people-driven data in
activating consumer segments
Presentation copyright, the presenters and NewMR.
Intellectual Property Rights, the presenters. Please credit when using.
Jason Dodge
Lightspeed

2. Making Data Actionable
A Look at the Power of
People-Driven Data in
Activating Consumer
Segments

3. 3
The world’s internet users
passed the 4 billion mark
in 2018
Source: Internet World Stats - https://www.internetworldstats.com/stats.htm

4. 4
Smartphones are
driving this,
making the world
available from the
pocket of nearly 3
billion consumers
Source: Kantar TNS http://www.tnsglobal.com/us/press-release/tns-millenials_study_111915

5. 5
Revenues for data &
analytics solutions
forecast to reach
$260 Billion by 2022
Source: International Data Corp. https://www.idc.com/getdoc.jsp?containerId=prUS44215218

6. 6
But even with all the
consumer data
available…
Are we maximising
the opportunity for
marketing research?

7. 7
We hear the common
pain points in our
industry…
We need
the data
faster
We need
better data to
help reduce
survey length
We need to
be able to
activate
research
outcomes

8. 8
So where should
we focus?

9. Exploration Connection Activation
9
3 data areas to focus on for the future…

10. 10
Explore data that’s already been collected
Working from an informed base
to better focus the research
that’s needed
Complimenting
the brand story
Changing
strategy in
real-time
Broadening
scope of
data
1
2
3

11. Search & explore in action…
11

12. Leveraging existing data without a survey
The Challenge
12
Support an important pitch without
fielding a survey to gain quick
insights
“Our FMCG skincare client is looking to
understand brand purchase behaviour in
the category in the Hong Kong market,
what does it look like over the past 3
months?”

13. Leveraging existing data without a survey
The Data Approach
13
Gained access to quick search
and polling tools to get immediate
answers

14. Leveraging existing data without a survey
The Results
14
“We are working on
a multi-agency pitch for a client
that has hundreds of inconsistent
research studies and insights. We were
able to see existing survey questions
on their category, as well as to launch
over 30 multimarket surveys last
night – and then came into the office
this morning with responses from all
over the world. For our insights kick-
off meeting today, we were the most
prepared team with invaluable
insights from across the globe as a
consistent starting point.”

15. t
15
Data Connections
Matching, linking
and collecting
attributes to create
robust people-
based profiles

16. Connecting various types
of data reveals a full
picture of each person
INTENT DEMOGRAPHICSBEHAVIORS ATTITUDES
AFFINITY AILMENT CHOICE
MOTIVATION PERCEPTION PURCHASE USAGE
16

17. 17
Availability & Scale
First Party Data
Data a company collects
from customers,
permission-based self-
reported data
Second Party Data
First party data leveraged by
a second party or partner in
a privacy-compliant way
Third Party Data
Data collected by a company
not directly involved in the data
transaction, aggregated and
anonymised for resale
Data
Provider
Exclusivity & Discretion
Connecting across a breadth of data source types

18. 18
Three mobile devices in
the household
Shops online at RedMart for weekly
grocery shop and household basics
Reported in a recent
survey to going to the
movies 2x monthly
Booked
4 plane
tickets
for one
flight in
2018
Purchased a monthly yoga membership
Looking to purchase a new car when the current loan is
paid off in the next 6 months
As a young family of 4 with a child <2, household
purchases are motivated by the “Busy Household”
Subscribes
Monthly to
Home &
Décor
Magazine
Connecting data reveals a
full picture of each person

19. Connecting with new ways to
collect responses
Mobile Metering
Online Surveys
60 million surveys in 2017
Emotional Coding
Voice Activation
Video Open-Ends
Mobile Responses
19

20. 20
Activation
Turning insights
into targetable
audience
segments

21. 21
How does
survey-
based
audience
activation
work?

22. Increasing Digital Advertisement Conversion Rates
in Travel and Tourism
The Challenge:
22
Identify travelers
with a higher
propensity to
consider staying at
their hotel brand,

23. Increasing Digital Advertisement Conversion Rates
in Travel and Tourism
The Activation Approach
23
Survey research
identified
consumers open
to staying at
Holiday Inn®
Hotels
1 2 3Connected this
seed audience
to the modelling
platform (DMP)
Scaled this to find
15 million similar
consumers
through a look-
alike model
4 The media agency
targeted the 15
million profiles
directly from
preferred platforms
Internet
Behavior
Shopping
Behavior
Look-alike Model
ad
ad ad

24. Increasing Digital Advertisement Conversion Rates
in Travel and Tourism
The Results
24
38%
Brand
consideration
lift*
164%
Consideration
lift vs
publisher
average**
514%
Increase in
hotel bookings
started on
website***
*The campaign was tagged and tracked by a 3rd party firm. Control and exposed groups were recruited to complete a brand lift survey. The test/control research design isolated
the impact of the campaign by requiring both groups to be identical outside of the ad exposure (e.g. same site visitation, demos, travel behavior, etc.). ** Measured against 9 other
media platforms included in the campaign, including several of the most heavily visited sites in the US. ***Behavioral comparison of exposed vs. identical control group.

25. Turn your focus to people-driven data…
Explore
Connect
Activate
25

26. Festival of #NewMR
2019
Q & A
Presentation copyright, the presenters and NewMR.
Intellectual Property Rights, the presenters. Please credit when using.
Jason Dodge
Lightspeed
Ray Poynter
NewMR

27. Festival of #NewMR
2019
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