1. Marketing Research & Social Communication Lesson 12
Mobile Market Research Ray Poynter 1Ray Poynter, Marketing Research
& Social Communication, 2015
2. Agenda 1. Updates and last weeks quiz 2. Review 3. Question
from last week 4. Mobile Market Research 5. Big Picture 6. Quiz and
assignment for next week Ray Poynter, Marketing Research &
Social Communication, 2015 2
3. Updates Please tell me if I speak too fast
http://newmr.org/saitama-2015/ Previous Quizzes all previous
quizzes, i.e. Lesson 3 onwards, now on the website No dictionaries
in the exam 70 questions, one hour, 31 July, 1pm Extra lesson
opportunity, 24 July, 2:45-4:15 Review of last weeks quiz Ray
Poynter, Marketing Research & Social Communication, 2015 3
4. Quantitative Samples We use a sample to make estimates of a
population Every sample relates to a series of populations The
people in this class today relate to the following populations All
of the students registered for this class All students at the
University All students in Japan All people in Tokyo But, the
sample is not equally good for each of these populations! Ray
Poynter, Marketing Research & Social Communication, 2015 4
5. The link between a sample and population Factors that impact
the accuracy of results from a sample in estimating the population
The similarity of the sample and the population Chance The size of
the sample If 2 samples are similar in terms of quality, then the
larger sample is normally better The variability in the thing being
measured Ray Poynter, Marketing Research & Social
Communication, 2015 5
6. Some of the reasons survey results can be wrong The sample
did not match population The sample was too small People were
unable to answer the questions accurately/truthfully People were
unwilling to answer the questions accurately/truthfully The
researcher was unable to interpret the answers appropriately Ray
Poynter, Marketing Research & Social Communication, 2015 6
7. 1936 USA Presidential Election Ray Poynter, Marketing
Research & Social Communication, 2015 7
http://bit.ly/NewMR_115
8. How would you tackle these research problems? A. You own a
chain of stores/shops (for example Seibu or FamilyMart). You notice
fewer people shop in the back left corner. How will you find out
why? B. You are Telstra (the largest Australian telephone company).
You want to change the ways bills are organised, making it easier
for customers to pick the right option. How will you research it?
C. You are Kirin, the distributor for Pepsi. You have 10 new ideas
for flavours, but you can only launch 2. How will you pick which 2?
D. You are ANA airline and you want to measure the satisfaction of
your business flyers, how will you do it? Ray Poynter, Marketing
Research & Social Communication, 2015 8
9. Key Words CATI: Interviews conducted by interviewers using
telephones (computer assisted telephone interviewing) CAPI:
Interviews conducted face-to-face using a computer or mobile device
(computer aided personal interviewing) Passive data: Data collected
about the participant without them having to enter the data, e.g.
by tracking their phone. Device Agnostic: Designing research so it
works on any device, e.g. PC, smartphone & tablet Ray Poynter,
Marketing Research & Social Communication, 2015 9
10. What is Mobile Market Research? Ray Poynter, Marketing
Research & Social Communication, 2015 10 Self-completion
surveys conducted on a mobile device (e.g. phone or tablet) Web
surveys where some people are using mobile devices Passive data
collection Participant research Taking part in online qual using a
mobile device mCAPI where interviewers use mobile devices CATI
telephone interviews where some people are answering via mobile
phone
11. Smartphones, Features Phones & Dumb Phones Definitions
change, todays smartphone will seem pretty dumb in a few years The
Blackberry was the smartest phone, now it is behind Android and
iPhone Smartphone: iPhone and Android YES! Windows & the better
BlackBerry phones, yes. Feature phones: a retrofit name for phones
that are not smartphones Some people say: feature phones need a
browser to be a feature phone They call the rest dumb phones
12. What is a mobile device? Ray Poynter, Marketing Research
& Social Communication, 2015 12 Mobile Device Phone Smart
Feature (Dumb?) Tablet Phablet
13. Can my research be entirely conducted via smartphone? If a
sample of smartphone owners matches your target population And, if
your questions work on a small screen, then yes Smartphones are
becoming more and more common globally But, think about who does
NOT own a smartphone? The poorest people The oldest people People
who choose not to have a smartphone For mass products, for simple
things like an ad test or concept screening, the answer is often
Yes Ray Poynter, Marketing Research & Social Communication,
2015 13
14. In the moment The hottest thing in mobile is in the moment
Collecting data when things happen Not relying on peoples memory
Examples: When travelling When shopping When using a service
15. A day in the life 1578 beverages 400 consumers 1 day Mobile
Diary
18. What and when? 0% 20% 40% Before 7am 7am-9am 9am-11am
11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm Coffee Tea Fruit
Juice Fizzy drink Energy Drink Water Alcoholic drink
19. Where at home? Kitchen Living room Dining room Bedroom
Bathroom Somewhere else at home Kitchen Living room Dining room
Bedroom Bathroom Garden / yard Somewhere else at home Men
Women
20. Were All Doing Mobile Now! CATI/telephone interviews
contacting more people via mobile phone In the USA Pew Center
target 60% mobile In developing countries it is often over 90% 25%
to 30% of online surveys are being attempted by people using a
mobile device Two types of mobile Platform agnostic
Unintentional
21. What Are Apps An app is software downloaded onto a mobile
device Games, maps, books, calculators And research apps Research
apps include Surveys Qual (including mobile diaries &
ethnography) Passive (more on this in a moment)
22. Apps, Pluses and Minuses Positives Does not necessarily
need the internet to be available Can access more of the phones
features: Locations Sensors Camera/Video Can push the survey
Negatives Must be downloaded Technical issues Respondent reluctance
Must be written for each platform Less central control e.g.
quotas
23. What is a Galapagos Phone? Or, garake Ray Poynter,
Marketing Research & Social Communication, 2015 23
24. What is Passive Data? Passive data does not require the
respondent to enter the data Examples: Location data collected
automatically Phone usage data Internet usage data Movement,
temperature, light etc. Interactions with other phones and services
Requires permission
25. Geo Geotracking interesting but difficult and most of the
results are not useful to marketers Geofencing a major growth area
Create a boundary around a site (say a Starbucks) When somebody
enters or leaves their phone knows Launch marketing, information,
or market research iBeacons are currently key to this approach
26. Geo Example Ray Poynter, Marketing Research & Social
Communication, 2015 26 https://youtu.be/sKypDr_sbDg
27. Ray Poynter, Marketing Research & Social Communication,
2015 27 Flowminder using data from telcos to map population
mobility but level of granularity is quite large journeys over
20KM
28. Ray Poynter, Marketing Research & Social Communication,
2015 28 Kingsgate Shopping Mall Huddersfield, Yorkshire (UK) What
happens when you sign up to free Wi-Fi?
29. Designing Surveys For Mobile 1. Find out what sort of
devices the participants will be using, and what sort of internet
connections they are likely to have. Phones and tablets 2. Use
shorter questions, shorter answer lists, and shorter surveys 3.
Test the survey on the devices it is supposed to run on 4. Ensure
it is safe for people to take part, we dont want people driving and
doing out surveys
30. Are The Answers The Same? No and yes, and sometimes No, the
sample tends to be wider when using mobile, more young people, more
busy people, more active people Yes, when the samples are the same,
most survey questions give the same answer Sometimes, some
questions and situations give different answers In the moment give
different answers Multi-select grids give different answers
31. How many boxes of cereals Ray Poynter, Marketing Research
& Social Communication, 2015 31 How many boxes of cereal do you
have at home? 0 1 2 3 4 5 6 7 8 9 10 or more Please take a
photograph of the cereals you have at home. Example from MMR
32. How are mobile devices being used in qualitative research?
Taking part in online discussions and online focus groups
Collecting personal information Diaries Ethnographic information
Participant research Images, video, audio As tools in face-to-face
exercises, e.g. iPads in focus groups Ray Poynter, Marketing
Research & Social Communication, 2015 32
33. What is Mobile Only Research? When all of the participants
are using a mobile device, typically a smartphone This implies one
or more of: Research on the move Available 24 hours a day Using the
camera/video facility Using geolocation/geofencing Collecting
passive data A small minority of research at the moment Ray
Poynter, Marketing Research & Social Communication, 2015
33
34. mCAPI example Tesco Customer Satisfaction Ray Poynter,
Marketing Research & Social Communication, 2015 34 F2F, at 950
stores in UK 100 interviews per 2 weeks, per store 50,000
interviews per week Case study provided by Marketing Sciences and
Tesco and reported in Handbook of Mobile Market Research.
35. mCAPI Africa Ray Poynter, Marketing Research & Social
Communication, 2015 35 Trade Census Multi-country, multi-culture
Mobile phone + app GPS: location & tagging Surveys Photos
Recording of presentation by Confirmits Miguel Ramos available on
NewMR
36. What are the key ethical and legal issues surrounding
Safety we dont want people answering surveys whilst driving or
operating machinery Informed consent especially with passive data,
can people understand what they are sharing Third-party consent,
e.g. when capturing photos and recordings Security of data, client
data and participant data Ray Poynter, Marketing Research &
Social Communication, 2015 36
37. Key Words CATI: Interviews conducted by interviewers using
telephones (computer assisted telephone interviewing) CAPI:
Interviews conducted face-to-face using a computer or mobile device
(computer aided personal interviewing) Passive data: Data collected
about the participant without them having to enter the data, e.g.
by tracking their phone. Device Agnostic: Designing research so it
works on any device, e.g. PC, smartphone & tablet Ray Poynter,
Marketing Research & Social Communication, 2015 37
38. Big Picture 1. Most people in the world have a mobile phone
2. Soon (5 years?) nearly every economically active person in the
world will have a smartphone 3. Smartphones require research to be
designed to fit on a small screen 4. In the future we wont call it
mobile market research, we will just call it market research Ray
Poynter, Marketing Research & Social Communication, 2015
38
39. Before Next Lesson 1. Read chapters 3, 11 and 12 from the
textbook Ray Poynter, Marketing Research & Social
Communication, 2015 39
40. Questions? Ray Poynter, Marketing Research & Social
Communication, 2015 40
41. Quiz Lesson 12 Ray Poynter, Marketing Research & Social
Communication, 2015 41 Please complete the quiz sheet Put your name
on the sheet
42. Resources and Links Japan Today, GalapagospPhone article
http://bit.ly/NewMR_145 1936 video http://bit.ly/NewMR_115 Location
video https://youtu.be/sKypDr_sbDg The Handbook of Mobile Market
Research http://bit.ly/NewMR_146 Ray Poynter, Marketing Research
& Social Communication, 2015 42
