Editor's Note: This webinar has now aired, a recording can be accessed by members of the Insight Association as part of the Next Gen Data Collection Series on the IA website.
Counting steps was just the beginning. From fitness bands to clothing – worn during exercise, all day and in industrial settings – technology continues to advance to track sleep patterns, caloric intake, peak level and resting blood pressure, post-exercise recovery, insulin levels and more. We typically think of this data in a closed circuit between device and consumer, but it takes on an entirely different context when shared with marketers, retailers, health care providers, and insurance companies.
How do consumers feel about sharing this data? How are brands approaching the ask, gaining consent and maintaining trust? What data is being used? How is this data being applied with other datasets to gain insights? What does the future hold?
All of these questions, and more, will be addressed in this webinar from the Insights Association. Join Jade Cusick from Kantar Health, Robert Furberg of RTI International and Chris Martin from FlexMR to find out more about the next generation of data.
Wearables in Market Research
Over the past decade, the wearable device has developed significantly, though still slower than many experts initially predicted. Today, the most common device is the smartwatch, closely followed by fitness trackers. These are being used widely within the healthcare and insurance industries to measure complex behaviours and, in some instances, offer personalised recommendations.
But it is the next generation of wearables that will once again revolutionise what data brands have access to. From Disney Resorts and the walled garden of Magic Band data that is turbocharging the traditional loyalty scheme, to the emerging market for wearables that collect environmental data – the landscape is changing at a rapid pace. And these new developments offer new opportunities. To understand in-the-moment consumer contexts. To respond in real-time to customer experiences. To aggregate and influence behavioural trends.
It’s our role as researchers to understand both the opportunities that these new data collection devices offer, whilst balancing our responsibility to protect consumer data and right to privacy. Discover exactly how these tensions can be resolved and how to move forward with confidence in wearable data during this webinar.
Key takeaways:
- How healthcare, retail and hospitality brands are analysing wearable data
- How to gain and maintain trust of consumers when handling sensitive data
- The impact that hearables and other environmental wearables are having
- The potential futures of wearable technology in market research
Sign up to this webinar, to be held on Tuesday April 21st at 2-3pm EDT (7pm BST), or the entire Next Generation Data: Capture and Analysis series here.
About the Insights Association
As the leading voice, resource and network of the US marketing research and data analytics community, the Insights Association helps its members create competitive advantage. Launched in 2017, the Insights Association strives to effectively represent, advance, and grow the research profession and industry. Among other things, the organization sets and enforces professional standards, establishes and reinforces best practices, and helps members grow their businesses, their departments, and themselves as research professionals.
