Tuesday - June 10th, 2014
Concurrent Sessions F

Mobile Ethnography Gets a Seat at the Table

It all started with an interview with Irene Rosenfeld for a VUE article. Ms. Rosenfeld, who started her career in MR, said “If we really want to delight our consumers, we need to know them like family…The pace of change is so rapid that there is still much that we don’t understand or can’t measure. In other words, there are still a few tools missing from our tool box.” What happened next was research magic. Hotspex and Nielsen collaborated to create a new research technology platform that met Irene’s new tool request. 100+ meetings, thousands of consumer interviews and six prototypes later the Nielsen Food and Beverage Consumption Tracker was born. Hotspex TRAX mobile photo ethnography technology enables thousands of Nielsen Homescan households to photographically track everything they eat and drink. They use camera phones to photo capture the occasion and then later on a Facebook like website tag the images with brands, quantities, ingredients and need states. You can see more of the process here https://vimeo.com/79364980. This unprecedented solution quantitatively the whats, whos, hows, and why to help brands grow. It is a true Canadian success story that is now poised for global expansion.


Shane Skillen


President, Hotspex

After graduating with an HBA in 2000, Shane founded Hotspex with the vision of using the Internet to involve consumers globally in designing and developing new products and services for leading, global brands. He always dreamt of being an investment banker but after a summer working at a top firm on the Street he decided being an entrepreneur was more his calling. After 12 years, 15 million survey completes and projects in over 19 countries, Hotspex is one of the most innovative marketing research and innovation companies in the world, specializing in helping clients make the right strategic decisions that will grow their business. Hotspex focuses on emotional measurement to deeply understand why people do the things they do. Shane and his team of 80 staff have worked on projects for over 100 global brands including RIM, P&G, Kraft, Toyota, Visa and Nestle.

Shane is passionate about understanding why people do the things they do. What really makes us tick? What is the human condition? Why do people REALLY choose Coke over Pepsi? He has studied this from many angles including biology, psychology, religion, neuroscience, behavioral economics and simply observing his three young boys and their interactions with each other and the world around them.

Kristian Gravelle


Director, Insights & Analytics, AstraZeneca Canada

As is the case with so many researchers, Kristian’s career evolved into Market research over the last 15 years.  His initial area of interest was Chemistry.  Kristian holds a Master’s degree in the field of Organic Chemistry as well as an MBA, both from the University of Ottawa.  However, as a result of his undying curiosity to understand why things are the way they are, especially as it pertains to consumers, he launched into a career in Marketing at Rothmans Benson & Hedges, then, moved into Brand and Corporate Strategy gaining valuable market research experience.  Kristian also spent 2 years at Cadbury Adams in Corporate Analytics before joining the Consumer Insights and Strategy department at Kraft Canada in 2009.  Kristian was promoted to Director of Consumer Insights and Strategy in 2012 at Kraft.  

Over this period of time, Kristian has become a thought leader in Market Research at Kraft and has used his investigative skills and strategic thinking to reshape how Kraft approaches the Hot Beverages category.  He has been the recipient of three Advertising Research Foundation - David Ogilvy awards for his work on Tassimo, Maxwell House Coffee, and MIO brands and was the recipient of four MRIA Excellence in Research, from 2011 to 2013.

Kristian is an active member of the CSRC and MIC divisions within the MRIA.    Kristian is also a regular contributor to the VUE magazine through the CSRC column and through feature articles.  He has participated at several MRIA and other market research conferences as presenter and panelist.  He was recently elected to the MRIA Board of Directors for the Ontario Region. His current area of focus at the CSRC is to elevate client-supplier relationships.

Kristian joined Astra Zeneca in 2014 as Director, where he leads the Insights and Analytics group.