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October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
Mobile Qualitative
Workshop MRMW London
Three Rules for
Today
1. Ask Questions – PLEASE
2. Please interrupt me to
ask questions
3. Ask any questions you
have
10/15/2013 20|20 2
Introductions
The ONE thing you hope to learn today
10/15/2013 20|20 3
Introductions
Isaac Rogers, CIO 20|20
1. More confident in when and how to apply mobile qual
2. Realize that we are ADDING mobile qual, not MOVING to it
3. “Doing mobile” is easy. Understanding how best to do it doesn’t come naturally
10/15/2013 20|20 4
20|20- What We Do
‣ We partner with researchers around the
globe to help them execute online projects
‣ One of the largest providers of online qual
tools and service in the world
‣ We’ve trained more researchers to use online
qual than anyone else on the planet
‣ A passion for Helping you do better research
10/15/2013 20|20 5
Your Research Partner
Nationwide Recruiting
True, Qualitative recruiting
Measurably some of highest quality recruiting (96% show rate vs. 70%
average)
400k in our proprietary nationwide panel
Project Management and Support
Single point of contact for project management
24x5 logistics support
Reduce your cost/time commitments by
offloading tasks and logistics
World Class Research Software
Innovative online platforms
International and designed for global
research needs
Full training and technical support
10/15/2013 20|20 6
Global Experience
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QualBoard Implementations, 2012
10/15/2013 20|20 8
“Discussion
Forum”
Asynchronous
Deep Insights
Longer Term
“Online
Interview”
Real-Time
Shorter, more direct
Conversational
Both are Mobile Compatible
Evolution of Mobile Qual Research
Basic Technology (2008)
Evolution of Mobile Qual Research
Basic Technology (2008)
First iPhone (2007)
Dedicated Platforms suited for Qual (SMS)
(2009)
Evolution of Mobile Qual Research
App-based solutions for Qual
(2010)
Evolution of Mobile Qual Research
Widespread adoption (2011)
Evolution of Mobile Qual Research
Variety of mobile qual methods
Evolution of Mobile Qual Research
Mobile Qualitative Today
About 25% of our studies have a
significant mobile component
45+ countries in last six months
30,000 mobile insights a month
Most are “convenient access” insights
300% increase in mobile projects annually
10/15/2013 20|20 15
Types of Mobile Qualitative
10/15/2013 20|20 16
Mobile Discussions
• App-based
• Picture/Video uploads
• Offline Mode
• Typically 3-10 days
Mobile Journals
• App-based
• Activity based (think Homework)
• Typically 5-10 days or more
Real-Time Ethnography
• 1-hour moderated mobile “walk along”
• In-Home and In-Office moderated one-on-one
SMS/Text Diaries
• Less common today
• Question>Answer activities
• Smartphone NOT required
Types of Mobile Qualitative
10/15/2013 20|20 17
Mobile Discussions
• App-based
• Picture/Video uploads
• Offline Mode
• Typically 3-10 days
Mobile Journals
• App-based
• Activity based (think Homework)
• Typically 5-10 days or more
Real-Time Ethnography
• 1-hour moderated mobile “walk along”
• In-Home and In-Office moderated one-on-one
SMS/Text Diaries
• Less common today
• Question>Answer activities
• Smartphone NOT required
Apps SMS/MMS
What’s working
Multimedia
Pictures/Video are a trademark of a good mobile project
Asynchronous (3-10 day experiences)
i.e. Mobile Journals and Discussions
Real-time mobile methods (in-home ethnos, etc) are in their infancy
Hybrids
Blend of traditional online and mobile
Probably 90% of all designs today
10/15/2013 20|20 18
Key Benefits of Mobile Qual
10/15/2013 20|20 19
• Easy way to gather in-home/mobile shop-along pictures and videos
Easy Pictures/Videos
• Participants choose to access research from mobile when on plane/train/couch Convenience
• Researcher’s activities no longer tethered to the desktop
Untethered Feedback
What’s Not Working
Expecting participant behavior to change Weekends/late nights still challenging
“Every time you see an ad, take a picture” does not work…
Poor recruiting for mobile Device/technical issues slow project fielding
Mobile-Only Qual Less than 5% of designs are mobile only
Mixed traditional online + mobile is 95%
10/15/2013 20|20 20
What’s Surprising
It’s really EASY to do
Tools and platforms are simple for any
researcher to use
Too easy?
New Data is barely being used
Huge opportunity with today’s technology
Example: DayStreaming
10/15/2013 20|20 21
Includes participant Geo-location, allowing you to add a brand-new dimension to how you understand participant behavior (permission-based)
10/15/2013 20|20 22
Missed Opportunities!
Map View in QualBoard
10/15/2013 20|20 23
We still have much to learn…
10/15/2013 20|20 24
Researchers have just started scratching the surface of how to tell the deeper story from mobile data
Three Levels of Mobile Research
10/15/2013 20|20 25
The Mobile World
Fact: Your Participants are expecting your research to be
“mobile enabled” today
~25% of all QualBoard participants are on a mobile device
So you have a choice: You can either-
Know mobile is here and be OK with it (it is!)
Plan for mobile and benefit from it
Demand mobile insights
Mobile is here. Participants expect this. How big a part will it play in your research?
10/15/2013 20|20 26
The Mobile World
So who are these mobile participants?
10/15/2013 20|20 27
• Of US Current Cell Phone Subscribers
• US is 17th among Smartphone penetration ~62%
• iPhone/iPad/iPod Touch (Apple™)
• Android (large number of devices)
2 Thriving Platforms
• 80% of phone sold today are “smart devices” And Growing
The Mobile World
As a Qualitative Researcher:
You can Know this shift
You can Plan for this trend
You can Demand mobile interactions
Ignoring will not work!
10/15/2013 20|20 28
How your Discussion looks
on a Smartphone
All your moderator questions appear
on the Mobile App--- just like in the
normal QualBoard® system!
Any pictures/video stimuli is also seen
on the device
10/15/2013 20|20 29
Multimedia is KEY for Mobile Qual
Simple, EASY way to submit pictures
and video (and required commentary)
Collect DOZENS of images within
minutes
10/15/2013 20|20 30
10/15/2013 20|20 31
Multimedia is KEY for Mobile Qual
10/15/2013 20|20 32
10/15/2013 20|20 33
How Mobile Posts appear in
the QualBoard® system
10/15/2013 20|20 34
Just like normal posts, but with a “mobile indicator”
Small icons to show geo-location
We Still Have Challenges (In Qual)
10/15/2013 20|20 35
Shorter Responses
• Responses are typically 60% as lengthy (text)
• Less likely to answer multi-part questions adequately
Unique Engagement Patterns
• Participants typically come/go twice as often
• Troubling for concept tests and studies with more attention required
Technology Limitations
• Video is a problem with HD cameras
• Screen sizes/capabilities are constantly changing
We Still Have Challenges (In Qual)
10/15/2013 20|20 36
Everyone talks about this end of the chart
We Still Have Challenges (In Qual)
10/15/2013 20|20 37
Many ignore this one…
These countries have
less than 1/3 penetration
We Still Have Challenges (In Qual)
10/15/2013 20|20 38
Devices are NOT perfect for all activities yet
We Still Have Challenges (In Qual)
10/15/2013 20|20 39
Mobile Path To Purchase
Significant Falloff as
more input/data collection required
My Home Screen
10/15/2013 20|20 40
My Home Screen
10/15/2013 20|20 41
23 total apps 6 that my creation of content even comes CLOSE to my consumption
We Still Have
Challenges (In Qual)
‣ This data paints an important picture for mobile qualitative
‣ Qual Research is highly dependent on content creation
‣ Text
‣ Images
‣ Video
‣ Devices still have more ground to make up before we have parity with Desktop/Laptop
Takeaway:
10/15/2013 20|20 42
Mobile isn’t quite there yet…
10/15/2013 20|20 43
And we need to be OK with that…
Mobile isn’t quite there yet…
10/15/2013 20|20 44
It’s just a tool. No one tool is perfect at everything.
Mobile isn’t quite there yet…
10/15/2013 20|20 45
Let’s be this guy
How to use the Mobile Qualitative
Tool
10/15/2013 20|20 46
Three Levels of Mobile Research
In today’s world, Mobile research isn’t a
an either-or decision (mobile vs. non-
mobile)
That decision was made FOR YOU!
It’s how MUCH mobile interaction you
want to promote in your research
10/15/2013 20|20 47
Three levels of mobile qualitative
Seasoning
• Knowing mobile will happen and benefiting from it
Appetizer
• Planning to integrate some mobile insights
Main Course
• Expecting mobile to deliver the “meat” of your research
10/15/2013 20|20 48
Three levels of mobile qualitative
Seasoning
• Knowing mobile will happen and benefiting from it
Appetizer
• Planning to integrate some mobile insights
Main Course
• Expecting mobile to deliver the “meat” of your research
10/15/2013 20|20 49
This will happen (no matter
what!)
This is simple (just a few
changes to your thinking)
This is hard (lots of logistics and
recruiting required)
Seasoning (Knowing mobile will
happen)
Participants will expect some type of mobile capability in your online research
Just choose a platform with an accessible mobile application (iOS or Android)
Direct participants to traditional computer when more thoughtful/interactive answers required
10/15/2013 20|20 50
Appetizer (integrating mobile in to
your research)
Recruit participants knowing many/most have a smartphone (use an existing mobile panel like 20|20 or others)
Enable LifeNotes™ for mobile “in-the-moment” journals alongside your core group discussion
Create discussion sections dedicated to mobile responses (in-store sections, weekend shopping sections, etc)
10/15/2013 20|20 51
Main Course (expecting mobile to
deliver the meat of your research)
Design MOST of your questions to
be answered from a mobile device
Typically, these studies are
focused on:
Mobile Shop Alongs
Video/Image Daily Diaries
Mobile Ethnography
10/15/2013 20|20 52
Mobile Qualitative Best Practices
10/15/2013 20|20 53
1. Understand the Boundaries of Mobile
2. Recruiting for Mobile
3. Optimize Mobile Benefits
Understanding the Boundaries of
Mobile
Understand limitations of mobile devices
Short videos (<2min)
Rough images (not professional photographers!
Small Keyboards (or SIRI voice-to-text)
Consider participant lifestyles
Don’t expect much on weekends
The PC is your friend
Allow participants to ALSO post from PC to the
web-based discussion (the backup plan)
10/15/2013 20|20 54
Mobile Vs. Desktop/Laptop
Mobile Answers:
Shorter
More image/video based
More in-the-moment (when participant is away from PC)
Location-based (can view post location on a map)
Desktop/Laptop interaction
Longer answers with more discussion
More reflective
More detail
More group interaction
10/15/2013 20|20 55
Recruiting for Mobile
Depending on your target demographic, anywhere from 20% to 80% will have a smartphone
Participants don’t always know what kind of smartphone they own (you need good recruiters!)
Work with experienced recruiters who can set good expectations
They MUST describe study requirements in detail, especially for mobile-focused projects
10/15/2013 20|20 56
Recruiting for Mobile
Incentives
Vary, depending on length of study 3-day mobile project is typically the same as 2-hr F2F
focus group
If purchase/travel required, must include cost
Engagement
Repetitive tasks do not work; vary the activities
Engage group via online (desktop) discussion to increase overall activity
10/15/2013 20|20 57
Optimize for Mobile Benefits
Try out your questions on a device before
sending them to participants Test for length and readability
For in-the-moment feedback (picture
journals, in-store questions, etc), prepare
participants BEFORE it’s required Post notices telling them what’s ahead
Use “Push” notifications
10/15/2013 20|20 58
Mobile Vs. Online
Mobile
• In the moment
• More experiential
• More personal
Online
• Richer feedback
• More reflective
• More discussion-based
10/15/2013 20|20 59
Online vs Mobile Design
Considerations
10/15/2013 20|20 60
Activity Length Participant posts are 60% as long
Time-in-research 50% 2x as many total visits per day
Result? Mobile designs should “slice” the discussion into
smaller pieces
Refresh concepts/themes more often “Remember, this is concept C, which describes a product
with a price point of…”
Online vs Mobile Design
Considerations
10/15/2013 20|20 61
0
5
10
15
20
25
Desktop Mobile Tablet
Pages/Visit
Visit Duration
N=50,000 visits each
Online vs Mobile Design
Considerations
10/15/2013 20|20 62
Pictures as Projectives
Participants find adding pictures/video easy from mobile device
Result?
Ask for a quick photo, then have participants describe why they chose that photo “Quick, take a picture of the first thing that
reminds you of shampoo”
Online vs Mobile Design
Considerations
10/15/2013 20|20 63
Mobile is more individual
Participants less likely to interact when there are more mobile activities
Result?
Blend your project between online + mobile Day 1, online discussion with group
Day 2, mobile shop-along
Day 3, online discussion with group
Case Studies
10/15/2013 20|20 64
Case #1: “Naturally” Mobile
10/15/2013 20|20 65
Design Type:
Pre-discussion Mobile
Journals
Mobile was a key
component, but
secondary to the
discussion (Appetizer) Study Design:
• QualBoard Discussion with 35 women from across US who eat a mostly healthy diet
• 20|20 recruited women from our existing mobile panel
• 1 week meal journals followed up by 3-day discussion
Study Goal: • Understand how consumers are including
organic/healthy choices in their diet • Document where the healthy compromise
hadn’t fully taken hold (snacks, guilty pleasures, etc)
10/15/2013 20|20 66
Case #1: “Naturally” Mobile
Recruitment 1 week Mobile
Journaling of Daily Meals/Snacking
3 Day Group Discussion
Document Real Behavior
Discuss as a Group
Case #1: “Naturally” Mobile
Learning?
Week-long journal activities capture each
meal in pictures
Group discussion to reveal “healthy habits”
vs. “guilty pleasures”
Honesty in images allowed researchers to
see actual behavior
10/15/2013 20|20 67
Case #2: Shopping Safari
10/15/2013 20|20 68
Design Type:
Weekend Shopping
Self-Ethnographies
Mobile was primary
focus (Main Course)
Online discussion for
probing/debriefing
Study Design:
• QualBoard Discussion with 20 men age 18-40 who shop both in-store and online
• 2 week study: • Pre-weekend questions for group • Weekend Shopping Excursions • Post-shopping follow-up
Study Goal: • Understand how electronics consumers were
price-comparing stores vs. online
10/15/2013 20|20 69
Case #2: Shopping Safari
Recruitment
Pre-weekend
discussion
SHOPPING SAFARI
WEEKEND
Post-shopping wrapup
Case #2: Shopping Safari
Learning?
Sent shoppers to 3 electronic retailers to price-compare an item of their choice
Picture/video documentary of their shopping experience
Also documented their online shopping/price comparisons each day
Chance to observe in-store behavior and how they price-compared to online retailers
10/15/2013 20|20 70
Case #3: In-Home Mobile
Ethnography
10/15/2013 20|20 71
Design Type:
Real-Time In Home
Mobile Ethnography
Mobile was secondary
focus (Appetizer) Study Design:
• Hybrid Ethnography • 5 Face-to-Face Traditional • 15 Nationwide Mobile Ethnographies
Study Goal: • Understand in-home usage behavior in FMCG
category (Soft Drink/Soda)
In-Home Mobile Ethnography
5 Traditional F2F Ethnographies (2
markets)
15 Mobile In-Home Ethnographies in 10
different states
10/15/2013 20|20 72
10/15/2013 20|20 73
QualMeeting: In-Home
Mobile Ethnographies
Mobile Ethnography
• Moderator leads participant through engagement
• More opportunity for insight Moderated
• Clients can observe
• Recorded instantly
Client Accessible
• 5 cities in 5 hours (vs days)
• Fast to field Fast
10/15/2013 20|20 74
Session Flow
Session Start from Desktop
• 5-10 min moderator webcam interview
Transition to the Mobile device
• Participant on camera
• Audio from cell phone
Walk around home/office
• 15-20 minutes
• Streaming from mobile device
Back to PC
• Final thoughts
• Wrapup
10/15/2013 20|20 75
45 minutes, 15 min break between
Today’s Ethnography Options
10/15/2013 20|20 76
Traditional
Moderator On Site
$$$$$$$
Time/Travel
Small Sample
Mobile
Ethnography
Moderator Driven
Inexpensive
Exploratory
Medium Sample
Participant Digital
Journals/Diaries
Participant Driven
No Moderation/exploration
Inexpensive
Large Sample
Case #3: Hybrid Mobile
Ethnography
Learning?
Best of both worlds: F2F and Mobile
Ethnography
Stretches client budget to more interviews in
more regions
Much faster turn-around for researchers
10/15/2013 20|20 77
Takeaways
1. Mobile Qual is really easy
2. Effective designs are hard
3. Think about the experience and what a
participant will provide from a mobile
device
10/15/2013 20|20 78
Roll Up Our Sleeves
10/15/2013 20|20 79
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry