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MRS Webinar - November 2012
Mobile-Based ResearchOptions & Best Practice
Hands On Research Is HereBut How Do We Handle It?
1Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
FAQs
• Copies will be made available• This session is being recorded
• Fast-paced, punchy• Each session 40 mins each
• 5 min Q&A at end of each session
• All borrowed content sourced/attributed(with permission)
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MRS Webinar - November 2012
Introductions
3Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
Meet Your SpeakersScott DodgsonDirector - Research, Insight, Consulting, SKOPOS market insightEver since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated by technology, and its various applications. Over recent years, he has been absorbed by understanding how consumers interact within the digital space - the convergence and connectivity between network platforms, technologies and digital media; and in providing clients with actionable information on the emerging, and evolving, opportunities and challenges this presents.
Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth Financial, Coca Cola, Royal Mail, DHL and many more.
Paula JusonDirector - Research, Insight, Consulting, SKOPOS market insightPaula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video studies - running alongside the more traditional quantitative methodologies. She views mobile research as a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback – helping to provide ‘real’ consumer illumination.
Over the last 15 years she has conducted research across a wide range of sectors and genres, helping clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This has included customer experience optimisation (across digital and non digital channels); ideation & proposition development; as well as various U&A studies - incorporating behavioural segmentation.
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SKOPOS: multi-channel & modes
& mobile for over 10 years
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MRS Webinar - November 2012
Session 2
More Detail on Mobile Research - maximising the effectiveness of the “in the emotion” medium
- Getting it right- Case Studies- Where next?
6Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
Prologue: iPhone, low penetration, high impact
Source: ComScore, November 23rd 2010
iPhone 5 to be launched late 2012?
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QuantShort surveys
Quick pollsAd hoc
TrackingVerbatims/Opens
&
Access PanelsBespoke Panels
Omnibuses
Wide-range of Options
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QualVerbatims/Opens
Txt-depthsVox-MobsLife Diaries
Reminder: Best Practice Guide
1. Ensure mobile method fits with audience/topic/client
2. Keep Surveys Short & Simple... 5 questions?
3. Engaging (Reassuring) Invites (+ opt-in)
4. Meaningful Incentives/Rewards
5. Keep Respondents Engaged (flow and above)
6. Plan and work around country variations
7. Consider and work with best (technical/panel) partners
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MRS Webinar - November 2012
10Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Quant
Fast & Effective
SMS / Text
SKOPOS market insightwww.SKOPOS.info
Health Self-Completion...
Text survey advertised on hospital walls.
Incentive?
Free?
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Health Self-Completion...
OPEN
SCALE
LOCATION
RATINGS
6 QUESTIONS
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Ferry Company CustSat
Shifted their CustSat from face to face to SMS having observed many passengers ‘playing’ with their phones
while in transit.
Saved money and also provided customers with
instant relevant feedback mechanism, that filled time.
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Texts & TV Viewing
Text task/Questions
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Source: Sparkler/Channel4
T-Mobile MCustSat
AutoCoding
Quick Poll
Closed &
Opens
Same pattern but higher ratings
DirectAction
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Q1000
Every week Fly conducts an omnibus to its rapidly responding
Teen PanelYoung Professionals Panel
of 11-25 year olds with 1000 balanced responses guaranteed!
Notify Fly by Monday evening to include your questions.
Surveys are answered on Wednesday/Thursday with results delivered on Friday!
No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research….and more rapid response.
Panel/Omnibus
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MRS Webinar - November 2012
17Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Web
Best for inviting or intercepting users of
mobile websites
SKOPOS market insightwww.SKOPOS.info
Kantar Media Emotion Monitoring
In the moment for mobile users/surfers
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Directgov Mobile Web Usability
In situ& on-site
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MRS Webinar - November 2012
20Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Apps
Deployed on selected mobiles, can deliver
rich relevant survey experiences
SKOPOS market insightwww.SKOPOS.info
Embedded or downloaded java-apps can provide more
visual ‘animated’ surveys for event-driven (activated) or in the moment polls and
CustSat.
Mobile Apps
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Mobile Apps: Case Study
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Java survey-engine embedded on phone
during repair. Self-activated once
phone used again delivering short CustSat (Repair)
Survey. Survey kept short via derived importance, for
instance.
SKOPOS market insight -Network & Handset-Maker
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DIY iPhone Apps
Source: Research Live, May 2010
iPhone Apps
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• Just like mobile ads, surveys are embedded into related mobile apps
• A “litmus test” before launching full-scale (higher budget) research
• A response rate of 6-16%
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Surveys Embedded Into Apps
iPhone Communities
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Mapping the Customer Journey
Customer journey
Absorbing
Planning
Obtaining
Sharing
How encountered?
Which brand encountered?
How this makes you feel?
What did you do as a result of the encounter?
trigger
trigger
trigger
trigger
I am not interested
I am interested
Questions asked at each brand interaction:
The physical location of all brand interactions are mapped
Through the use of the mobile platform, we can now physically map the customer journey - asking participants to record each brand interaction (and the action taken) in relation to a specific category (e.g. utilities).
I’m an advocate
Paths to purchase
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MRS Webinar - November 2012
28Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Qual
Rich & Rewarding
SKOPOS market insightwww.SKOPOS.info
Qual: What are the Options?
Txt-depths
Vox-Mobs
Life Diaries
EthnographyPics/Video
Qual
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Embracing the innovative - not as a replacement, but as an augmentation
Qualitative: Beyond Questionnaires in Armchairs!
Capturing the mood/emotion and how it impacts upon consumer attitudes
and behaviours
Social insights Peer-to-peer research
NPD activity
Mood - in the emotion - Research
Studying consumer behaviours, opinions, motives & concerns in a
digital environment
NetnographyCo-creational Exploration
Tasks can either be show & tell/describe or filming/sharing
Pre-recruited participants blog/video about specific activities/experiences
Mobile EthnographySmartphones now facilitate the ability
to access the immediate impact, context & emotion of events and
activities
Mobile Qualitative Digital Blogs & Video Diaries
Qual: Text Depths
24/7Open
Exchanges
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VoxMobs
VoxPops over the mobile
Panel requiredwith correct tech
Qual: Vox Mobs
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Case Study: Skype Vox Mobs
SKOPOS market insight
Fast & rich insight.Over a weekend mobile 5 minvox mobs conducted regarding
internet telephony.
Results analysed, edited and presented to client following week.
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Case Study: Drinking Diaries
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Qual: Life Diaries
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Case Study: Moods & Moments
Source: Ipsos
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Case Study: Global Picture Diaries
Picture capture, whenever, wherever
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Case Study: Ethnography
Picture capture, whenever, wherever
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i°Communities™ mobile
i°Communities™ mobile are online platforms where consumers can engage in research anytime, anywhere with an app on their smart phone
Discussions, flash polls and mobile-enabled surveys
Makes it easy for consumers to spontaneously share what’s on their mind
With photo and video upload,research communities
become an even more vividreflection of consumers’ lives.
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Reach your community members in real-time via push notifications Branded mobile app to engage your users Build your reward inventory - you define how your users get rewarded Run location aware research projects
Apps for all leadingsoftware systems
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Mobile Communities
MRS Webinar - November 2012
41Scott Dodgson MMRS
Paula Juson AMRS, AQR
So What’s Next?
SKOPOS market insightwww.SKOPOS.info
What’s out there for mobile?
Full internet surveys
Location-based research
What’s possible?
2D/QR codesSurvey links can be imbedded into QR codes.QR Code (2D Code) contains information in both the vertical
and horizontal directions.
These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products.
It means surveying people in situ.
Richer & richer experiences
New methods…
Better devices and screens
Standards
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Opp: SmartPhones & TouchScreens
Richer & Richer
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Opportunity: SmartPhones
With Older Phones, switching to Online was preferred
With iphones, staying mobile is preferred
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How the iPad will affect market research?
Personal Interviewing reinvented Multimedia interviews possible
More do-it-yourself surveys Increased respondent co-operation More embedded market research
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Location-Based Research(detected and/or triangulated)
Opportunity: LBR
NB: Location-based Research (LBR) is still difficult due to issues of privacy (identifying respondent-location without their permission).
It is (more) possible, however, amongst opt-in/contracted business/employee audiences.
Opt-in crucial here for consumers
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Case Study: Day in the Life Geo-Tracking
Location detection & tracking47
Opportunity: Fusion & Linkage
Multi-mode, more & more
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Fusion & Linkage: Video Pen Portraits
SKOPOS Kwal Unit conducting large-scale multi-phased research for Global Bank.
Qual Stage involves Focus Groups combined with Online Diary and Mobile Pen Portraits.
Each respondent provides 5 min ‘meet me’ video profile to complement the other findings.
SKOPOS market insight
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Case Study: Emotion Monitoring
WAP survey & online forumSource: Kantar Media online community discussion among England
football fans following the World Cup, 10-14 November 2010
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Opportunity: Passive Measuring
Automatic capture of data on the mobile – similar to cookies on PC/web
Passive Measuring
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SKOPOS MTrackTM
UK active digital society
Heard of augmented reality
16%
Opportunity: Augmented Reality
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Reminder: Best Practice Guide
1. Ensure mobile method fits with audience/topic/client
2. Keep Surveys Short & Simple... 5 questions?
3. Engaging (Reassuring) Invites (+ opt-in)
4. Meaningful Incentives/Rewards
5. Keep Respondents Engaged (flow and above)
6. Plan and work around country variations
7. Consider and work with best (technical/panel) partners
54
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