THE INTERNET OF THINGS AND
THE FUTURE OF INSIGHTS Renee Brandon VP, Research

THE VINETo get the freshest
food, get as close to the vine as you can.

Thinking Distance Time Thought FRESH
INSIGHTSTo 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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