Mrs skopos mobile webinar part 2

MRS Webinar - November 2012

Mobile-Based ResearchOptions & Best Practice

Hands On Research Is HereBut How Do We Handle It?

1Scott Dodgson MMRS

Paula Juson AMRS, AQR

SKOPOS market insightwww.SKOPOS.info

http://www.skopos.info/

FAQs

• Copies will be made available• This session is being recorded

• Fast-paced, punchy• Each session 40 mins each

• 5 min Q&A at end of each session

• All borrowed content sourced/attributed(with permission)

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Introductions

3Scott Dodgson MMRS




Meet Your SpeakersScott DodgsonDirector - Research, Insight, Consulting, SKOPOS market insightEver since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated by technology, and its various applications. Over recent years, he has been absorbed by understanding how consumers interact within the digital space - the convergence and connectivity between network platforms, technologies and digital media; and in providing clients with actionable information on the emerging, and evolving, opportunities and challenges this presents.

Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth Financial, Coca Cola, Royal Mail, DHL and many more.

Paula JusonDirector - Research, Insight, Consulting, SKOPOS market insightPaula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video studies - running alongside the more traditional quantitative methodologies. She views mobile research as a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback – helping to provide ‘real’ consumer illumination.

Over the last 15 years she has conducted research across a wide range of sectors and genres, helping clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This has included customer experience optimisation (across digital and non digital channels); ideation & proposition development; as well as various U&A studies - incorporating behavioural segmentation.

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SKOPOS: multi-channel & modes

& mobile for over 10 years

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Session 2

More Detail on Mobile Research - maximising the effectiveness of the “in the emotion” medium

- Getting it right- Case Studies- Where next?

6Scott Dodgson MMRS




Prologue: iPhone, low penetration, high impact

Source: ComScore, November 23rd 2010

iPhone 5 to be launched late 2012?

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QuantShort surveys

Quick pollsAd hoc

TrackingVerbatims/Opens

&

Access PanelsBespoke Panels

Omnibuses

Wide-range of Options

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QualVerbatims/Opens

Txt-depthsVox-MobsLife Diaries

Reminder: Best Practice Guide

1. Ensure mobile method fits with audience/topic/client

2. Keep Surveys Short & Simple... 5 questions?

3. Engaging (Reassuring) Invites (+ opt-in)

4. Meaningful Incentives/Rewards

5. Keep Respondents Engaged (flow and above)

6. Plan and work around country variations

7. Consider and work with best (technical/panel) partners

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10Scott Dodgson MMRS


Mobile Quant

Fast & Effective

SMS / Text



Health Self-Completion...

Text survey advertised on hospital walls.

Incentive?

Free?

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Health Self-Completion...

OPEN

SCALE

LOCATION

RATINGS

6 QUESTIONS

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Ferry Company CustSat

Shifted their CustSat from face to face to SMS having observed many passengers ‘playing’ with their phones

while in transit.

Saved money and also provided customers with

instant relevant feedback mechanism, that filled time.

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Texts & TV Viewing

Text task/Questions

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Source: Sparkler/Channel4

T-Mobile MCustSat

AutoCoding

Quick Poll

Closed &

Opens

Same pattern but higher ratings

DirectAction

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Q1000

Every week Fly conducts an omnibus to its rapidly responding

Teen PanelYoung Professionals Panel

of 11-25 year olds with 1000 balanced responses guaranteed!

Notify Fly by Monday evening to include your questions.

Surveys are answered on Wednesday/Thursday with results delivered on Friday!

No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research….and more rapid response.

Panel/Omnibus

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Mobile Web

Best for inviting or intercepting users of

mobile websites



Kantar Media Emotion Monitoring

In the moment for mobile users/surfers

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Directgov Mobile Web Usability

In situ& on-site

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Mobile Apps

Deployed on selected mobiles, can deliver

rich relevant survey experiences



Embedded or downloaded java-apps can provide more

visual ‘animated’ surveys for event-driven (activated) or in the moment polls and

CustSat.

Mobile Apps

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Mobile Apps: Case Study

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Java survey-engine embedded on phone

during repair. Self-activated once

phone used again delivering short CustSat (Repair)

Survey. Survey kept short via derived importance, for

instance.

SKOPOS market insight -Network & Handset-Maker

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DIY iPhone Apps

Source: Research Live, May 2010

iPhone Apps

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• Just like mobile ads, surveys are embedded into related mobile apps

• A “litmus test” before launching full-scale (higher budget) research

• A response rate of 6-16%

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Surveys Embedded Into Apps

iPhone Communities

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Mapping the Customer Journey

Customer journey

Absorbing

Planning

Obtaining

Sharing

How encountered?

Which brand encountered?

How this makes you feel?

What did you do as a result of the encounter?

trigger

trigger

trigger

trigger

I am not interested

I am interested

Questions asked at each brand interaction:

The physical location of all brand interactions are mapped

Through the use of the mobile platform, we can now physically map the customer journey - asking participants to record each brand interaction (and the action taken) in relation to a specific category (e.g. utilities).

I’m an advocate

Paths to purchase

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Mobile Qual

Rich & Rewarding



Qual: What are the Options?

Txt-depths

Vox-Mobs

Life Diaries

EthnographyPics/Video

Qual

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Embracing the innovative - not as a replacement, but as an augmentation

Qualitative: Beyond Questionnaires in Armchairs!

Capturing the mood/emotion and how it impacts upon consumer attitudes

and behaviours

Social insights Peer-to-peer research

NPD activity

Mood - in the emotion - Research

Studying consumer behaviours, opinions, motives & concerns in a

digital environment

NetnographyCo-creational Exploration

Tasks can either be show & tell/describe or filming/sharing

Pre-recruited participants blog/video about specific activities/experiences

Mobile EthnographySmartphones now facilitate the ability

to access the immediate impact, context & emotion of events and

activities

Mobile Qualitative Digital Blogs & Video Diaries

Qual: Text Depths

24/7Open

Exchanges

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VoxMobs

VoxPops over the mobile

Panel requiredwith correct tech

Qual: Vox Mobs

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Case Study: Skype Vox Mobs

SKOPOS market insight

Fast & rich insight.Over a weekend mobile 5 minvox mobs conducted regarding

internet telephony.

Results analysed, edited and presented to client following week.

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Case Study: Drinking Diaries

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Qual: Life Diaries

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Case Study: Moods & Moments

Source: Ipsos

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Case Study: Global Picture Diaries

Picture capture, whenever, wherever

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Case Study: Ethnography

Picture capture, whenever, wherever

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i°Communities™ mobile

i°Communities™ mobile are online platforms where consumers can engage in research anytime, anywhere with an app on their smart phone

Discussions, flash polls and mobile-enabled surveys

Makes it easy for consumers to spontaneously share what’s on their mind

With photo and video upload,research communities

become an even more vividreflection of consumers’ lives.

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Reach your community members in real-time via push notifications Branded mobile app to engage your users Build your reward inventory - you define how your users get rewarded Run location aware research projects

Apps for all leadingsoftware systems

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Mobile Communities

http://www.surveyswipe.com/




So What’s Next?



What’s out there for mobile?

Full internet surveys

Location-based research

What’s possible?

2D/QR codesSurvey links can be imbedded into QR codes.QR Code (2D Code) contains information in both the vertical

and horizontal directions.

These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products.

It means surveying people in situ.

Richer & richer experiences

New methods…

Better devices and screens

Standards

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Opp: SmartPhones & TouchScreens

Richer & Richer

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Opportunity: SmartPhones

With Older Phones, switching to Online was preferred

With iphones, staying mobile is preferred

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How the iPad will affect market research?

Personal Interviewing reinvented Multimedia interviews possible

More do-it-yourself surveys Increased respondent co-operation More embedded market research

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Location-Based Research(detected and/or triangulated)

Opportunity: LBR

NB: Location-based Research (LBR) is still difficult due to issues of privacy (identifying respondent-location without their permission).

It is (more) possible, however, amongst opt-in/contracted business/employee audiences.

Opt-in crucial here for consumers

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Case Study: Day in the Life Geo-Tracking

Location detection & tracking47

Opportunity: Fusion & Linkage

Multi-mode, more & more

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Fusion & Linkage: Video Pen Portraits

SKOPOS Kwal Unit conducting large-scale multi-phased research for Global Bank.

Qual Stage involves Focus Groups combined with Online Diary and Mobile Pen Portraits.

Each respondent provides 5 min ‘meet me’ video profile to complement the other findings.

SKOPOS market insight

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Case Study: Emotion Monitoring

WAP survey & online forumSource: Kantar Media online community discussion among England

football fans following the World Cup, 10-14 November 2010

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Opportunity: Quick Response Codes/Tags

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http://en.wikipedia.org/wiki/File:Mt_process_english.jpg

Opportunity: Passive Measuring

Automatic capture of data on the mobile – similar to cookies on PC/web

Passive Measuring

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SKOPOS MTrackTM

UK active digital society

Heard of augmented reality

16%

Opportunity: Augmented Reality

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Reminder: Best Practice Guide

1. Ensure mobile method fits with audience/topic/client

2. Keep Surveys Short & Simple... 5 questions?

3. Engaging (Reassuring) Invites (+ opt-in)

4. Meaningful Incentives/Rewards

5. Keep Respondents Engaged (flow and above)

6. Plan and work around country variations

7. Consider and work with best (technical/panel) partners

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