Real World Planning – How & Why to ask Where & When

We all live in a hyper-connected global village where we’re constantly on-the-move, always multi-tasking, endlessly time shifting, consistently early-adopting, reaching the very top in our careers, social, cultural and fashion mavens.

And for a blessed few that may well be the case. But for the rest of us what does time-use look like today, how has it changed and why is it important?

This half-day seminar guides you through – what’s out there and what’s coming, how to give time-use data context and how to apply it to product innovation and marketing strategy. 

The speakers will use case-studies and real world examples.  They will ‘bust some myths’, look to the future and showcase great innovation.

9:30 – 10:15         Decline & Fall (Disproved): Paul Flatters

Earlier this year Paul caused a stir on Radio 4 by showing that contrary to popular belief – The Kids are Alright.  He will continue in this spirit and, using time-use data fused with our proprietary research, he will challenge a range of sector specific ‘lifestyle assumptions’ that often misguide strategic planning.  He will show why it is important for operators in all sectors to review their assumptions about life today.

• How ‘blurred’ are work/life boundaries?
• Do we recognise (and therefore meet) the increasing expectations of ‘super-dad’ 
• Is class the best indicator of time-use?
• Decline and fall?  Let’s visit the super-connected family.
• Why ‘always available’ can be good for you…

 10:15 – 11:00      Time Use: Real World Planning – The Moment they Might?

The role of time use analysis in media and communications planning has slowly evolved from broadcast and print  into the ‘Out Of Home’ environment (with the advent of DOOH technology and flexible day parts) and of course underpinning much intelligent online communications activity.

 The IPA TouchPoints survey was transformative. It changed our understanding of media consumption by placing it very clearly in a real world context providing a rich understanding of consumer behaviour, time, mood and emotion.  It has helped all involved to start to realise the potential behind the promise of multi-dimensional data.

Smartphone technology with its disruptive implications for marketing, media, research and advertising not to mention shopping, work, play, travel and entertainment – has changed the game forever.

 So the opportunity is there to identify and deliver against optimum moments for communication - aligning time of day, location, emotion, mode and company.  SoLoMo is a good summary of some of the thinking in this space as is ‘the moment when they might’.

So what has been done to date, how is the potential being realised and where might we be going?

Michael Brennan of Trajectory and Russell Smither of Posterscope will discuss developments and experiments in Out Of Home thinking

11 – 11:20 Break

11:20 – 12:30      Time-Use studies made easy – Michael Willmott

This session will give you a guide to what’s out there, what it delivers and where the study of time-use is heading.  Our aim is to make accessing the information easy so that you can use time, budget and brain power on what it means!

In punchy 20 min ‘speed dating’ slots we’ll guide you through the past present and future of time-use research.

• Prof J. Gershuny - Oxford University Centre for Time Use Studies will be interviewed about the resources available from them – decades of hugely valuable pan-European time-use data and analysis that can be extrapolated to predict future behaviour.
• Research Now will showcase their latest tools and techniques for time and location specific research – how it works, how it is used and what it costs.
• Trajectory will take you through the results of our own GPS driven ‘Geography of Time’ study in 2011 where the ‘customer journey’ was mapped in a very literal way! (supported by Nokia, Carat, Posterscope, Kelloggs)