Award winning innovation in mobile research · Award winning innovation in mobile research Innovation in Research Conference, 4 May 2011 AJ Johnson. ... 2011: The year smarthphones

Award winning innovation in mobile research

Innovation in Research Conference, 4 May 2011

AJ Johnson

Nobody‟s Unpredictable

We are experiencing a mobile revolution

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Innovation in Research Conference

The Global mobile revolution

0

20

40

60

80

100

120

Global Developed Developing

Source: International Telecommunication Union (October 2010)

Number of mobile subscriptions per 100 people

TurkeyInternet penetration = 41%*Mobile penetration = 78%**

* 12+ individuals who uses internet at least once a month (Souce: Ipsos KMG Internet Penetration Structural Study)

** Souce: Ipsos KMG Communication Monitor: Dec 2010

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The importance of mobile web in emerging markets

0

10

20

30

40

50

60

70

Egypt

IndiaSouth Africa

Ghana

Kenya

Nigeria

Indonesia

Thailand

China

US UKRussia

Percentage of mobile Web users who never or infrequently use the desktop Web

Source: On Device Research (December 2010)

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The rise of smartphones

2011: The year smarthphones outsold PCs

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Smartphone penetration per country (EoY 2010)

Note eMarketer numbers are estimates based on various sources, whereas comScore, Nielsen, Exact Target, Initiative and mobileSQUARED are survey results, therefore we see significant differences in estimates.

Sources: [1] comScore, [2] mobileSQUARED, [3] The Nielsen Company, [4] eMarketer, [5] Adzookie, [6] Initiative, [7] Telenor, [8]Reuters (TAC), [9] TeliaSonera

Smartphone penetration by country

TurkeySmartphone penetration = 20%Source: GfK technology panel

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How research can benefit from the advancing use of

mobile phones

0

10

20

30

40

50

60

70

80

90

100

Western Eur

North America

Eastern Eur

AsiaPa (Exc Japan)

JapanM

iddle East / Africa

South / Central America

2009

2014

Penetration of 3G handsets

Source: Ovum; Morgan Stanley (Dec 2009)

US Europe Japan

Used browser

Used app

Sent SMS

Used IM

Sent email

Took photo

Social network or blog

36.4 28.8 55.4

34.4 28.0 53.3

68.0 82.7 41.6

17.2 14.2 3.6

30.5 22.2 57.1

52.4 57.5 62.9

24.7 18.0 19.3

%

Mobile behavior in United States, EU5 (UK, Germany, France, Spain and Italy) and Japan – October, November, December 2010Percent of total mobile audience (Age 13+)

Mobile usage

Source: ComScore MobileLens (Feb 2011)

Turkey3G penetration = 22.8%Source: Information and Communication Technologies Authority – Q3 2010

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The opportunity for mobile research

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10 years ago, would we have laughed at someone who said this?

“In the future almost every consumer will carry a research device for 19 hours a day. Researchers can communicate with them at any time, ask questions, receive images, videos and location information to collect ‘in context’ feedback at theexact point of experience.”

That time has come!And it’s only the tip of the iceberg!!

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Respondent

PrerogativeSample Gap New Insights

The opportunities for mobile research

B

AC

Teens

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Measure: internet browsing, application download and usage, calls, messages and other phone features

Survey: SMS, mobile web / WAP and mobile application

Understand: Capturing rich experiences via diaries, capturing locations, photos, video and sharing experiences with others

Survey

Understand

Measure

Ipsos Mobile 360°

Using mobile to understand the consumer 360°

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The challenges of mobile research: Competition for face

time

or

What shall I do next?

250,000 iPhone Apps

140,000 Android Apps

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Award winning mobile research

Case study 1: The Great British Weekend

Winner of Next Generation MR Disruptive

Innovation, 2010

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We asked 300 Ipsos

panellists to tell and

show us what they were

doing at the weekend

using their own mobile

phones

Introducing the Great British Weekend

Demo

Techneos/iPhone Project.wmv

http://img.otxresearch.com/Images_2010/November/MobileExchange/MobileExchangeDemo1F2.wmv

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Our Group

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Activity level

Average Entries Per Participant 8.03

Average Total Entries Per Day 2.7

Included Photos 55%

Included GPS Coordinates - All 38%

68%Included GPS Coordinates – Sub*

Compliance - Quantity Compliance - Quality

*%of participants who provided at least 1 GPS coordinate

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Activity level

Question Name: What are you doing?

Longest Entry

Average length of text (number of words)

Question Name: Where are you?

3.9

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Visual Trend Spotting: Dynamic Review

../Ipsos taskforce/Mobile ethnography pilot/Visual Trend Hunting - Pivot/Visual Trend Hunting - Pivot.wmv

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Visual Trend Spotting: Food

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Visual Trend Spotting: Media

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Story Telling: 27326349:

At work, at a party or shopping!

Participant starts her Friday

in a relaxed mood, checked

her emails and Facebook

before going to work. Came

back home and prepared

dinner. She worked on

Saturday for half the day and

went to her friend’s

engagement party, it was a

happy Saturday. She woke

up late on Sunday, went out

for a boring shopping trip

but back at night she relaxed

and enjoyed a glass of red

wine.

Time: 12:52 PM

Activity: Checking e-mails

and Facebook

Time: 1:18 PM

Activity: Serving in Boots

and reorganizing stock on

the shelves.

Time: 10:41 PM

Activity: Waking up and

checking emails and FB

Time: 7:41 PM

Activity: At an engagement

party

Time: 2:04 PM

Activity: Shopping

Relaxed

Happy

Amused

Happy

Bored

Relaxed

Time: 8:17 PM

Activity: Watching Eastenders

Omnibus and enjoying a glass

of red wine

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Day-in-the-life Mapping: Get to know the real me

21541737: The Big Game

Click for

video Demo

GE

../Ipsos taskforce/Mobile ethnography pilot/21541737-The Big Game/21541737-The Big Game.wmv

http://vimeo.com/14583068

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Concerned about cost of data use 32%

Concerned about having location tracked 23%

Diary too intrusive into my private life 3%

Receiving text / SMS reminders to be intrusive 6%

Follow-Up: Participants

% Top Two Box (Strongly agree, Tend to agree)

* Small base: GBW total participants 37. Data based on follow-up survey 31respondents, 6 missing.


Case study 2: Passive mobile research

Research without questions


AJ Johnson

Alarm clock

GPS / Location

Email

Calendar

Phone

Internet

Media player

Applications

My mobile does!!Do you know this about me?

Innovation 2: Mobile passive measurement


The UK Ipsos pilot with over 100 participants

Application

downloaded

onto mobile

device

Mobile Internet

Media &

Music

Applications

Device

Life Patterns

Movements

& Places

Communications

Application has 50+

meters measuring

behaviours

Yes

No

MobiTrack

We would like to ask you a few questions regarding your voice call.

Ability to pop-up short

surveys to complement

passive data

Nobody‟s Unpredictable27

Smartphone applications

Social media

Life patternsLocations and movements

User interface activity

Media consumption

CommunicationsUser

satisfaction

Insight on user behaviour


Case study 3: Live media interaction via

mobile

Mobile night at the Oscars

Innovation Award Winner

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Live interaction with media via mobile

Objective:To create a game orientated engagement and research application to:• Maintain and increase participation in panels and communities• Integrate research opportunities into fun and enjoyable experiences

The Oscars is the movie industry’s premier award ceremony watched by one billion people worldwide

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Mobile night at the Oscars

“We took the idea of our digital Oscar „backstage pass‟ and applied it to research. Instead of going behind the rope, we went in front of the living room couch to listen and interact in real time as they responded to the show”

Charles Kennedy, SVP, ABC Research

Research conducted during event

• Context questions to understand the viewer and how they watched the show• Predictive questions around the show• Feedback and satisfaction questions on the show• Advertising, sponsorship and TV pilot recall• Attitudes to new digital media and changing media behaviour

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Interacting with 102 Ipsos panellists during the live

3.5 hour TV show

• A live host moderated the

research event

• Participants engaged in live chat

throughout the event

• Frequent polls and instant

feedback of results pushed to

mobile devices

• Topical questions created on the

fly

• „Worm‟ type reporting to rate parts

of the show

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Oscars event feedback

The app made the TV

show more enjoyable 76%

Would watch more

TV award shows 79%

Would recommend

to others80%

'I enjoyed it as it made a difference to

just watching the show‟

„This app can do wonders‟

„This app has made this the first time I

have sat through the awards‟

„It was great that you were actually

moderating, and listened to all of our

thoughts‟

Enjoyed

Innovative

Interesting

86%

91%

86%

• 75% of participants remained

engaged and active for more than

three hours

• Over 3,000 participant comments

were generated during the event

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…and finally. Key mobile research take-aways

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1. Mobile research is not the future it’s the now

2. Mobile market research is far more than just surveys

3. Mobile enables 360° x 24 hr understanding of the

consumer at the point of experience

4. Mobile has its limitations but play to the strengths

5. It is a new, fast evolving ecosystem – It’s time to

innovate

…and finally

Award winning innovation in mobile research

Innovation in Research Conference, 4 May 2011

AJ Johnson

Documents

Award winning innovation in mobile research · Award winning innovation in mobile research Innovation in Research Conference, 4 May 2011 AJ Johnson. ... 2011: The year smarthphones