People are Demographically Different Online

10 Ways To Effectively Use Mobile Research

Nimit Trivedi Director – Client Development EMEA

Research Now Mobile

12 February 2013

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Agenda

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Insights & Analytics Data Industry Evolution

From Face-to-face Interviews to Big Data

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Research Now global fieldwork provider "to be the global leader in permission based digital data collection

and reporting to power insight"

• Research Panels in 38 countries

• Over 6 million highly responsive, deeply profiled consumers

& business professionals

• Industry leading response and retention rates

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Our Big Data Set …to append to client transactional data

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So, what are the 10 ways to effectively use mobile research…

…to further the engagement with your respondents and collect insights like never before.

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Consumer Insights

POS/POP & Purchase Decision Making

Mystery Shopping

Exit Interviews &

In-Store Intercepts

Measuring Financial Transactions

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Consumer Insights

POP & Purchase Decision Making Process In-store

the challenge

• Understand the consumer purchase decision making process and their product usage preferences across multiple channels

our solution

• Utilise location targeting [geo-fencing] to validate respondents

• Device surveys which will allow to virtually follow respondents in stores while they make purchase decisions

• Utilise platform features like image capture, barcode scanning to understand products considered during decision making process

results

• 894 supermarket shoppers invited: 37% response rate

• 189 grocery shoppers invited: 41% response rate

• 164 club store shoppers invited: 43% response rate

conclusion

• The study provided deep insights about consumer in-store shopping preferences and their decision making patterns across the channels

Benefits:

Highly validated respondents via geo fencing

Rich data – a mix of qualitative inputs and quantitative information with purchase validation by scanning barcodes

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Consumer Insights

Exit interviews

the challenge

• Understand why customers don’t make purchases when visiting retail storefronts

• Use this insight to device strategies to increase conversion rate

our solution

• Utilise Interviewer Mode of the platform to conduct Exit Interviews by intercepting consumers who were non-purchasers

• Optimize the data collection in offline mode

results

• Over 450 exit interviews conducted in record time of 7 days

• Responses were captured in real-time and sent to a server where raw data reports and data exports were available for viewing. Offline data capture was supported to conduct surveys in areas where internet connection was not stable enough for online activity.

conclusion

• This study outperformed traditional methods used for non-purchaser research which would have taken too long and been too costly to implement

• Real time reporting enabled the client to quickly device strategies to increase conversion rates

Benefits:

Moment-of-truth data collection

High quality validation

Speed – field time efficiencies leading to quicker insights

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Consumer Insights

Mystery Shopping

the challenge

• Electronics manufacturer needed to know about price points, in-store placement and POS activity within electronics sections in specific retail stores

our solution

• Recruit mystery shoppers who were closer to store locations

• Device a short survey for ease of participation but leverage features like media capture, barcode scanning for richer insights

results

• The number of respondents was limited to 40 but was large enough sample to confirm hypothesis

• Rich media captured allowed for much deeper insights than otherwise

conclusion

• Mobile proved to be a very easy and accurate way to conduct this mystery shopping study.

• With near to real time reporting of data captured, the client could view the data as it was collected and build insights on the go while the study was in field

Benefits:

In-the-moment data collection

Targeted respondents

Better insights

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Consumer Insights

In Financial Services sector

the challenge

• Leading financial software company wanted to understand smartphone users preferences for using financial software and performing financial transactions on their mobile devices

our solution

• Targeting and reaching right respondents for such a research would’ve been difficult, thus use of webApp survey was recommended to interview consumers via medium they placed the order

• Include questions about functionality used, functionality expected, current financial apps used [apart from the one for this client], satisfaction levels etc.

results

• Study received 150 completes within a week

• Data provided the client with competitive information about how consumers were using solutions from competition and how it was influencing their preferences for services expected along with their loyalty / satisfaction levels with services they were delivered by the client’s solutions

conclusion

• Highly qualified respondents [consumers] providing high quality feedback which helped the client benchmark their solutions against consumer expectations and also review it vis-à-vis what competition was offering

Benefits:

Create near to app like experience via same device to place the order

Fast response

Highly engaged respondents providing richer insights

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Consumer Insights

NPD and In-Store Intercepts

the challenge

• A leading fast food retailer wanted to understand consumer preferences for new products which were being tested

our solution

• In-store intercept was the best medium for such insights collection, so the use of interviewer mode was recommended

• In order to get deeper insights, utilize media upload features to understand consumer reaction to new products they were given to taste - media uploads [image and video], heatmap exercise were thus built in the survey

• Data collection was optimized for offline data collection

results

• Though the survey was over 25 mins and was allowed to be self-completed by consumers, over 887 interviews were collected within 7days in field across various store locations in the UK – far more than traditional methods

• Data was transmitted each day and with live reporting link, the client could review fieldwork progress and also simultaneously develop insights reports on what is being liked and what isn’t

conclusion

• This study outperformed traditional methods used for in-store product tests both in speed and qualify of data collection

• Rich media uploads and heat maps provided client with real snapshot of what consumers felt about the new products which they tested

Benefits:

Moment-of-truth data collection

High quality validation

Speed – field time efficiencies

Rich media providing for very qualified and deep insights than possible otherwise

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In the Moment

Diary / Time Use Studies

IHUTs / Product Testing

Entertainment Research & Media,

Ad Campaign Effectiveness

Home Ethnography

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In the Moment data collection Ad touch points and its influence on purchase/consumption preferences

the challenge

• A top media agency wanted to understand various ad touch points for lager brands and how it could influence purchase and consumption preferences of consumers

our solution

• Diary study setup for recording ad touch points and purchase / consumption occasions and allow respondents liberty to make submissions as and when needed instead of setting an expectation of X many submissions per day or week

• Leverage media uploads to enhance quality of data collected

• Setup tasks based setup to also collect peripheral information around how they store alcoholic beverages at home and other such vital information which could help with ad campaigns

results

• 340 highly engaged and active respondents for a 2 week long project against the client expectation of 300

• Each of these respondents had more than 9 submissions made for ad touch points, an average of 4 occasions each for consumption and purchase and each one of them completed the one-time tasks which were assigned to them, which was way above what we had expected

• Over 95% of these submissions had media uploads

conclusion

• This project allowed the client understand the high level of engagements when right medium was chosen for this kind of research

• The client could quite easily see what consumers register in a given ad [outdoor and indoor or in store] and if it bore any impact / influence on their preferences; which could then be used for design ad campaigns

Benefits:

Highly engaged respondents

Rich data – a mix of qualitative inputs and quantitative information which greatly enriched the insights

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In the Moment data collection - Entertainment

Movie goers study

the challenge

• Understand movie goers preferences and how their feelings for a movie change over time as they watch it

our solution

• Use location based targeting [geo-fencing] to ring-fence about 40 movie theatre chains in the USA

• Use location coordinates captured from respondent devices to trigger survey push

results

• 492 panel members received survey invites in real-time while still in the location.

• 308 people completed the survey (approx. 62% response rate), with 245 about to see a movie.

• Almost all the survey participations from those who qualified for the survey had media uploads, establishing high level of engagement with the survey

conclusion

• 80% of survey completes were eligible movie-goers. Because some theatres are inside malls, some shoppers would trigger the survey when they got close to the movie hall.

• The client could track how the sentiments towards a movie changed reviewing the results for pre and post surveys

Benefits:

Authentic, in-the-moment capture

High quality validation

High level of respondent engagement

Speed/Field time efficiencies

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Home Ethnography

the challenge

• Understand respondents’ comfort level with the qualitative components of mobile surveys, including a variety of media uploads.

our solution

• Sent a survey invite to 3500 panellists: 679 completes were collected within 2 days of being in field

results

• The results were impressive:

• 97% scanned barcodes

• 99% uploaded pictures

• 82% uploaded audio

• 80% of pet owners uploaded a video of their pet

conclusion

• This study helped establish what response and quality levels can be expected from media-intensive, qualitative mobile studies

Benefits:

Moment-of-truth data collection

Rich data – a nice mix of qualitative inputs and quantitative information

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Digital Media

Behavioural & Survey Data

In-App Intercepts

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Digital Media

Fusion of Behavioural and Survey data

the challenge

• A leading US publisher wanted insights to help develop their strategy to enter the digital publishing and distribution realm

our solution

• Collect both behavioural data and survey data for a deeper dive into the tablet usage habits and patterns of 2000 tablet users in the US

results

• Collected app downloads and usage, music played and websites visited

• Surveys, based on this behavioural data, were periodically pushed to these tablet users, which allowed for validation of passive and declared behaviour

conclusion

• Since the follow-up surveys were bespoke, the client was able to gather highlight validated U&A and purchase intention insight

Benefits:

Deeper insights with survey and behavioural data

Behavioural targeting

Seamless user experience

Highly targeted to readers of the magazine

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Digital Media

In-app intercept study

the challenge

• A leading digital newspaper and magazine publisher in the US wanted to explore and understand consumer behaviour on tablets and smartphones to help device and fine tune their digital strategy

our solution

• Recommended an In-app intercept survey which would be triggered when a consumer used the news app through either a tablet or smartphone

results

• Despite 42 questions, we received 1,500 survey completes without offering incentives

• The data was authentic and indicated a high level of consumer engagement with the survey

conclusion

• A deep understanding of information/content consumption habits of digital natives and how it compares with that of migrants, and how the digital strategy to engage these segments needs to be fine tuned

Benefits:

In-the-moment experience data collection

Behavioural targeting

Seamless user experience

Highly targeted to readers of the magazine

Speed of data collections

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Lessons Learned

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• Won’t take mobile surveys

• Short Surveys

• Expect short responses

• Need probing

• Instructions are difficult to deliver

• Not meant for everyone

• Cost exceeds reward

• Not Nat rep

Research Methodology

As far as the methodology is concerned…

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And about the overall technology and its evolution…

• Device size

• Technology and Interfaces

aren’t there yet

• Connectivity

• Only developed countries

Technology

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It’s not about the technology alone, it’s the panel too…

App Panel

Features Deep profiling

Designed for research

Responsiveness

Dependability Quality & size

Nimit Trivedi

Questions

ntrivedi@researchnow.com

www.researchnow.com