SSI Mobile Presentation | Quirk's Event

Dynamic Geolocation-‐Enabled Mobile Diary

© 2016 Survey Sampling International 1

Saran Ganesh/Ken Roe – February 23,2016

More personal time spent on smartphones

2© 2016 Survey Sampling International

Image Source: comScore

SSI data shows it’s time to make the switch


7%

12%

16%

19.61%

6%

8% 9% 8.65%

0%

5%

10%

15%

20%

25%

2013 2014 2015 2016

% of People Choosing to Take Surveys on a Mobile Phone or Tablet

PHONE TABLET

Opportunity to collect new sets of data growing over time


Image Source: Qualcomm (https://www.qualcomm.com/news/snapdragon/2014/04/24/behind-‐sixth-‐sense-‐smartphones-‐snapdragon-‐processor-‐sensor-‐engine)

Mobile Diary: A Powerful Insight tool


Mobile Survey Evolution

Mobile Survey

Geo Location enabled mobile surveys

Mobile Diaries

Broader Reach

Geo Location Enabled Mobile Diaries

Target

Platform Agnostic Mobile Surveys

App based Mobile Surveys

Insights

Baisc Data/Insights

Location Data +In-‐the-‐Moment Mobile Diary Data +Specific Demographic Data + Behavioral Data =

Better, Sharper Insights

Components of Successful Mobile Diary Study


Recruitment, Sampling, reminder notifications and Incentives

Diary Format Survey Design & Questions

Geo Location Capability

• How we entice the right people to take part and complete the surveys

• Frequency of entry, number of days

• Number of questions, Questionnaire design and Engagement

• Ability to target people at different locations

Output Data

• Setting up the back-‐end technology to handle to volume of data efficiency

Capture Purchase Location Visits


§ Self Reported entries

§ Timestamps on when they enter entries on their diaries

§ No correlation between purchase and consumption of a beverage

Old way of collecting mobile diary data×

§ By Geo-‐Fencing all the known coffee shop locations we can send surveys when they enter a particular geo fenced location

§ Dwell notification trigger type can be used to send survey notifications, this will enable us to make sure that respondent is at the location with an intention of purchasing or consuming a coffee

§ Avoid questions that can be retrieved by app’s geo location capability§ Consumption or purchase of a beverage § Time and date of beverage purchase

New Geo Location enabled Diary: Geo-‐Location Tagging ü

Track Respondents competitor location visits


§ Entirely depended on Self Reported entries

Old way of collecting mobile diary data×

§ Able to find out what other coffee shop locations consumers visited using SSI PAST data collection method

§ Can measure what competitor stores our diary respondents have visited in the PAST

§ Measure how often respondents have visited competitor stores

§ Understand the frequency of visits

New Geo Location enabled Diary: Continuous Location Pingingü

Rich Insights Sensor Data

Survey Sensor

Image & Video

Diary

Browser

Meter

Survey Data

Survey + Sensor Data = Mobile Geolocation Diary

| 9 |

Example: Coffee purchase behavior tracking via Mobile Diary


Receipt Capture

Consumption at competitive location

Mobile Diary

Consumption at a Location1

2

3

4

Where?

Where else?

What?

Why?


Overlaying Location Data


• Visibility across competitive and non-‐competitive locations of interest.

• Patterns in behavior that would be impossible to derive from a questionnaire are exposed.

• Trigger follow-‐on research to determine driver of behavior.

• Avoid information overload by focusing research on specific locations or location types.

Passive Location Overlay – Focused & Filtered


Customer is a regular at Starbucks, without showing flawless brand loyalty, what drives shopping at competitor’s location?

Receipt Capture Functionality


Mobile Survey

Data Processing

Data delivery to the client

SSI QuickThoughts app will scan the receipt to capture fields

Optimizing customer

experience & performance

Using SSI’s Rich Media capture technology, respondents can take a picture of their receipt

Pre defined fields will be populated in our database for data export

Receipt Capture: Part of Mobile Diary Entry


1 2 3

4 5

Coding Receipt Data


Store Name Product Name SKU Price Point Geo Coordinates (Lat/Long)

Store Location Date Time of purchase Receipt Image

The Coffee bean & Tea Leaf

Caramel Ice Blended

202830392

$4.00 40.735863, -‐73.991084

Union Square, NY 10003

10/12/15 12:51 PM attached

Dunkin’ Donuts Latte 747001 $3.25 39.627342, -‐106.502505

0295 Yoder Ave, Avon, CO 81620

10/27/12 10:31 AM attached

McDonald’s Ice Coffee 536858 $2.97 42.430869, -‐76.514022

130 Fairgrounds memorial, Ithaca, NY 14850

9/5/14 5:12 PM attached

Starbucks Large Frappuccino

61159 $5.99 40.786599,-‐73.779852

1560 Bell Blvd, NY

1/6/14 9:18 AM attached

* Sample Receipts

Mobile Diary: Smart Questionnaire Design


§ Examples of text based surveys

Old way to collect mobile data using Diaries×

§ Use of Sliders will help cut down respondent fatigue

§ Examples below:

Shorter and Efficient Survey engagement Techniquesü

8oz16oz 32oz

Coffee Size

Few Line Packed

People at the location

Wait Time

InsaneSomewhatIn-‐N-‐Out

What is your preferred caffeinated beverage size?

8 oz

16 oz

32 oz

Connected Data Streams using Mobile Diary


§ Inability to collect any PRESENT & PAST location data

Mobile Diary without access to other connected data sets×

§ Leveraging mobile diary to connect multiple data sets to create insights

§ Examples of Connected Data Stream

Geo Location Enabled Diary data outputü

Demographic Data sets Purchase +

Receipt Data sets

Location and Points of Interest Data SetsDevice Attributes

(make/model/capabilities)

Mobile Diary

Data output

Demographic Data sets

User self reported dataDevice Attributes

(make/model/capabilities)

Mobile Diary

Data output

User self reported data

Bringing all together


Using Geo-‐Location enabled mobile diaries we can connect brands and research participants:

Research Participants

Diaries get you closer to consumption habits

New Insights in consumption and purchase

Respondent-‐level validity

Easier to record accurate behavior when it’s immediately at hand

Effective reminders using device internal notification

Drastically reduce respondent recall issue

BRANDS

www.surveysampling.com

Questions?


Documents

SSI Mobile Presentation | Quirk's Event