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Richard Owen, Founder & CEO,
CrowdLab November 2015
Customer Experience and Mobile
Musings and Applications
The more things change, the more they stay the same Making mobile matter in market research Using mobile to measure CX Your App is Your CX Improving your internal CX
Rising Up
3.77
8.39
2014 2019
The value of the CX Management Market in $ billions
Source: marketsandmarkets.com
Mobile devices in popularity shock
Advertisers get it
But is mobile market research smart or dumb?
Smart mobile research is not online research on a phone
Smart mobile research is people centric
We design projects to mirror people’s lives and the way they behave so we can immerse ourselves in them We allow participants and researchers to seamlessly weave between different devices and methodologies within the same project We call this approach “All Channels Open”
Think like a developer, not a researcher
Content begets content
Slice it up
Be prepared to stop
Only show what’s relevant
Menus & Loops
Touch me
The power of visceral QL to allow people to tell stories in any manner
they like
The power of complex QT to allow routing, piping,
conditions, structure and data
Individual Ethnographic
& Diary Activities
Moderator Led Discussion
Boards/Live Chats
Quantitative Questions
People can move between methods
within one project (all methods at all times)
Think about the third way
There’s magic in the moments
People
17
Moments 250
Quant research involves real people too
20%
24%
29%
30%
36%
35%
38%
40%
44%
45%
48%
61%
62% Unusual
Entertains
Grabs your attention
Love to see again
Made me laugh
Advertising I’d talk about
Encourages you to search for more info
Confusing
Better than other advertising
Good enough to share
Talking to people like me
Tells me something useful
Annoying
Top 3 Box Ad diagnostics
1. Taking people out of context
Tackling the problems of traditional research
2. Over relying on memory
Tackling the problems of traditional research
“I don’t shop there”
Thursday Night Focus Group
Tuesday Real Life
Evaluating CX: The Live Event
UEFA Champions League Final Attendees record expectations, give in-situ feedback on the festival and match, and post match attitudes/reflections on the festival overall.
Pre on the Friday, live from Munich on the Saturday, Post on the Sunday, Client Data on the Monday
Evaluating CX: The Mission
Evaluating CX: The Journey
Single “Warm Up” Tasks (ALL):
Introduce yourself Role of devices
Device Research Preference
Role of device in online shopping
Role of device to new car purchase
Daily Repeatable Tasks (ALL):
New vehicle mindset Actions to new vehicle
purchase New vehicle mood
Single Missions (ALL):
Research activity Build ideal new car
Review video or photo content Visit manufacturer website Review 3rd party content
Social media site visit
Single Mission Tasks (EXPLORE)
Moment of Inspiration Compare vehicles
Single Mission Task (RESEARCH)
Find the best deal
Single Mission Task (PURCHASE)
Contact a dealer Visit a dealer
Evaluating CX: The Journey
MOMENT OF INSPIRATION WEBSITE EXPERIENCE DEALERSHIP VISIT
Insight without questions Magic moments Integrated understanding Turning media into data Real time decision making The 24 hours later debrief
Overview
Insight without questions
42% 58%
made up of
Magic Moments
61% 17%
8%
7%
4% 4% Recorded a drink
Entered a no drink day
Set/Updated a goal
Just playing around/checking things
Received a notification
Did a daily mission
Reasons used app on that occasion
Integrated Understanding
4
5
3
10
8
3
8
5
88
92
89
85
0" 20" 40" 60" 80" 100"
Ease of overall set up process
Easy to navigate
Attractive design
Clear on what to do
Disagree (1-2) Neither/Nor (3) Agree (4-5)
63% liked it in general
41% found it easy and straightforward
29% liked a specific feature (calorie counter, drinks tracker)
27% liked the visual design
20% thought it would be supportive/reassuring/helpful
17% thought it was going to be interesting to track their drinks
15% found it hard to find the right drink choices
10% found “typical week” confusing
Turning media into data
Real time decisions making
The 24 hours later debrief
Shortlisted for the MRS/AURA Insight Management Award 2014 for developing an EE insight app to deliver research findings throughout the organization anytime, anyplace, anywhere
