1. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

2. Title Sponsor Gold Sponsor Silver Sponsors
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3. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
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4. MRMW Singapore March 2014
Coding everything mobile: Introducing
Recognology
Mardien Drew
Head of Digital Incubation Team
mardien.drew@kantar.com

5. 2
Follow the consumer path…

6. 3
Caution: Image avalanche

7. Introducing
Recognology

8. 5
Coding thousands of images
Sources of Images
• Mobile Diary Studies
• Extractions from Social
Media Sites
• Still extracted from Video
• Images from Life-blog or
Wearable Cameras

9. 6
Case study: Mobile beverage
consumption diary survey

10. 7
Combining automated coding with crowd
sourcing to improve accuracy

11. 8
Automated coding is not always the
solution – sometimes the crowd is best!
Coding/Tagging Techniques
• Use automated coding to
eliminate duplicates and
dark/blurry images
• Automated coding platform
groups similar user images
• Grouped images loaded to
Crowd Sourcing
• Final in-house QA.

12. Case study: WPP The Store’s Holiday
Wrap
9

13. 10
Recognology - Object Recognition
challenges

14. 11
Recognology – Location/context
recognition
Coding/Tagging Techniques
• Use automated coding to
group images both by time
and by similarity
• We then end up with
manageable scenes which
we can then further explore.
• They were in a phone
• They were in a Café
• They were on a train

15. 12
Location mapping

16. 13
Brands travel through social media…

17. 14
And brands travel unintended…

18. What’s next?
15
OCR= Optical Character Recognition

19. To summarise
16
We need to do this now!– Volumes of images are huge and will only
increase with new devices with camera feature launched frequently.
Enhancing existing mobile offers - e.g. mobile consumption diaries
and path to purchase.
Learning – There are some challenges to overcome. Tech is not
optimal yet. But we have find an interim solution consisting of a
combined approach.
And we still need people!

20. THANK YOU
FOR FURTHER INFO CONTACT
MOBILE@KANTAR.COM
or visit www.kantar.com
17

21. Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

22. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

23. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net