ETHICS AND PROFESSIONAL STANDARDS IN MOBILE QUALITATIVE

Mark Michelson, Executive Director

Mobile Marketing Research Association

IS MOBILE A NEW METHOD?

• Not really - it’s a new channel, not a method

• However there are many unique aspects in mobile that are creating headlines regarding privacy (gps tracking, video, photo, etc.)

• This could lead to more strict government regulations, self-censorship by participants and a reluctance to use the channel to its’ full potential

• MMRA is working to create professional standards and ethics for using mobile devices for marketing research

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“OMG” & “WTF” SHARED BY KRISTIN LUCK OF DECIPHER AT MRMW CONFERENCE

• OMG

• O – Online tracking data• M – Meta-data in photos• G – Geo-location

• WTF

• W – Wandering device ID’s• T – Too complex privacy polices• F – Fees for SMS and data streaming

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MANY OF THE CURRENT STANDARDS FOR PRIVACY AND ETHICS WILL APPLY

• Permissions for use of recorded voice/image

• Protection of personal identity and information

• No use of personal information for selling or direct marketing, etc.

• ESOMAR adopted existing standards in their current guidelines for conducting survey research via mobile phones

• Other organizations are also currently creating standards and ethics regarding privacy using mobile devices for marketing purposes

• Future of Privacy Forum, Mobile Marketing Association

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ESOMAR’S MOBILE SURVEY GUIDELINES

• Produced last summer, mostly survey related – e.g. contacting respondent for a survey while they are on their mobile phone

• Adopted guidelines for online identification and tracking technologies for mobile – including – so what is good for the web is good for mobile, supposedly

• Additionally covers unsolicited contacting of respondent on mobile, cost to respondent, security and downloads, appropriate design, privacy policy readability, and passive data collection guidelines

• Nothing has been decided regarding mobile qualitative. This is where the MMRA is heading an initiative working with leading associations such as ESOMAR, QRCA and AQR

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GUIDELINES FOR OWNERSHIP OF DATA

• Participants must be able to opt in or out at any time with mobile • Don’t rely solely on the recruiter to gain permission when

using apps or mobile platforms. Work with both the recruiting agency and the mobile supplier

• Participants should know what they are opting in for • Clear policies for obtaining permission to use information

gathered on the mobile phone – and how it’s gathered

• Data on the phone NOT related to the study should never be collected • e.g. contact lists, personal images/video, passwords, etc.

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GUIDELINES FOR USE OF VIDEO AND PHOTOS• If using self-generated video, best to review the video with

the participant and have clearly written permission to approve use of video AFTER reviewing it with participant

• Similarly with photos – have the participant agree to “post” EACH photo even if only used for reporting

• Check with country laws if sending the photos via mobile devices – some countries (i.e. China, Canada) do not allow transfer of images or video using mobile devices

• Policy for protection of photos and images should be specified in advance, in a clear manner

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GUIDELINES FOR GPS TRACKING

• GPS tracking needs permission and the ability for the participant to understand how it works so they can turn it off and on as they see fit

• Define the need for geo-location identification and use only for that purpose

• e.g. knowing participants are at specific locations when doing shopper studies vs. tracking location and movement 24 hours a day

• Photos also will imprint with geo-location coding

• Should be disclosed with permission to use specific images

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GOVERNMENT REGULATIONS AND PRIVACY LAWS

• Privacy laws vary by country

• There are 27 different privacy laws in the EU (27 countries).

• MMRA is currently compiling a list of privacy laws related to mobile by country.

• Most strict are China, Canada, Sweden and Germany• Less strict are the USA, Latin America, India

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ACCURACY, AUTHENTICITY AND THE RIGHT TO BE FORGOTTEN

• Mobile ethnography depends on the respondent to capture their experience

• Similar to social media, self-editing occurs largely because of fears of loss of privacy

• Involving the respondent in the review and approval process is advised to gain trust – especially in longitudinal studies

• The Right to Be Forgotten is an internet privacy policy that allows people to have their images, videos, notes, etc. cleaned from internet servers and search engines.

• This policy could impact mobile qualitative in profound ways in the future if adopted into law.

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MMA’S SIX FUNDAMENTAL ELEMENTS TO A POSITIVE CONSUMER EXPERIENCEThe MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience. There are six fundamental elements to a positive consumer experience. They are:

1. Choice. The consumer must “opt-in” to a mobile marketing program. Consumers have a right to privacy and marketers must therefore gain approval from consumers before content is sent, and include clear directions on how to unsubscribe from communication should it become unwanted.

2. Control. Consumers should have control of when and how they receive marketing messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of an unwanted program.

3. Customisation. Data supplied by the consumer for marketing purposes should be used to tailor such marketing to the interests of the consumer (e.g. restricting communications to those categories specifically requested by the consumer.). Targeting user consumer data made available to the marketer helps to eliminate spam, making content as relevant and useful to the consumer as possible.

4. Consideration. The consumer must receive or be offered something of perceived value in return for receiving the communication (product and service enhancements, entry into competitions etc.).

5. Constraint. The marketer must effectively manage and limit mobile messaging programs to a reasonable number of programs.

6. Confidentiality. Commitment to not sharing consumer information with non-affiliated third-parties.

The industry must monitor and enforce consumer protection and privacy to ensure the success and integrity of the mobile content business.