Keeping up with new research technologies is no mean feat.
The blending of data, from different platforms, devices, channels, qualitative
and quantitative studies is proving to be both expansive and challenging.
A
recent breakthrough is the announcement of the launch of the Kantar Marketplace
which Heath Greenfield, Kantar’s Chief Operating Officer, explained is, “a one-stop, research and insights store that
includes key offerings across Kantar’s portfolio of solutions, self-serve or
with Kantar consultancy.”
Charlene Weisler:
What does the Marketplace offer?
Heath Greenfield: It is a platform that meets the evolving
needs of our clients who need data, insights and consulting faster and more
affordably. Custom projects on the platform can be delivered in as little as
six hours and Quick Polls delivered in under an hour. As data and research
continue to become more real-time in nature, these speeds will move closer to
becoming table stakes. Kantar Marketplace was initially launched with several
elements. With the first element, Expert Solutions, clients access to a
self-serve or serviced version of our Link pre-testing solutions and a serviced
version of Ad Now that measures in-market advertising performance. Currently available
in beta, Quick Polls and DIY Surveys will provide clients faster, more cost
effective ways to meet their needs.
Weisler: How can it
be used with different media platforms?
Greenfield: Link Now, Link Express and Ad Now can be used to
evaluate multiple forms of media including TV, digital video, digital display,
print and out-of-home. Our Link Now for Digital solutions show ads in fully
functioning live contexts (Facebook and YouTube) and provides a reflection of
people’s mindsets, distractions and interactions, and an evaluation of ad
performance.
Weisler: What data do
you collect and use?
Greenfield: Kantar collects survey responses using validated
solution frameworks and proven survey questions. For example, our Link solution
is validated to both short-term and long-term sales. Clients have confidence that
the data from these studies will provide reliable insights into how their
creative will perform after launch.
Further, we often collect behavioral data, such as
facial-coding data and clickstream data, using proven techniques to provide
additional insight and value to our clients. These behavioral data sets will be
available soon in the platform.
Weisler: What is the
profile of the 80 million consumers?
Greenfield: Kantar has access to over 80 million respondents
across dozens of countries worldwide. Within this reach of 80 million, Kantar
has both discrete and direct access to the largest globally connected sample
sources available. This will benefit our clients in that we will maximize the
feasibility of low-incidence targets, as well as the speed and quality of data
collection.
Weisler: How do you
collect the sample?
Greenfield: Generally speaking, Kantar collects data
according to the objectives of the study and the sample resources available in
the relevant country. Initially, for solutions on Kantar Marketplace, we will
leverage online samples for data collection across multiple devices, such as
desktop and mobile. Furthermore, our state-of-the-art platform will manage all
sample supply via our proprietary ‘quality first’ de-duplication sample
management engine.
Weisler: Do you match
the results with other datasets and if so which ones?
Greenfield: Through our partnership with CINT, Kantar will
have the ability to connect to over 20 million permissioned profile attributes.
Connecting additional profile attributes will enable our teams to analyze the
data along a variety of dimensions to provide more insights to our clients.
Weisler: Give me some
examples of the insights you have found from the sample.
Greenfield: Our Link Now for Digital solution helps client
in several ways including: Optimizing their digital ads to avoid the skip and
maximize in-market success, Confirming which of several ads will best achieve
their goals, Seeing if an effective ad in one country will work in another, Finding
out how their competitor’s ads are performing and Helping clients develop
creative best practices for future digital ads.
Weisler: How do you
think GDPR will impact research and data collection in the US?
Greenfield: GDPR has already impacted research and data
collection in the US, especially for global companies like Kantar. For example,
Kantar Marketplace – available in the US and dozens of other countries – was
designed to be GDPR-compliant. Fortunately, the scale of Kantar’s permissioned
panels worldwide ensures that, post-GDPR implementation, the voice of the
customer can remain central to decision-making.
This article first appeared in www.Mediapost.com
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