Pala Kuppusamy CEO and Founder +1.614.822.8889

pala@ipinionsurveys.com

July 2011

Market Research and Consumer Insights

in the mobile world

New drink or 'Old wine in a new bottle' ?

The 10 billion phenomenon

You ignore mobile = Mobile users will ignore you

2

The journey so far…

WE are just starting to realize the potential.

3

Six blind men set out to find out how an elephant looks like. As they approached an elephant, each of them got in contact with different parts of the elephant. The one who touched the legs said its like a tree, the one who felt the body said its like a huge wall, the one who held the tail said its like a rope, the one who got the trunk trunk said its like a python, the one who touched the ears said its like a hand fan and the one who felt the tusk said its like a spear.

And the story of Elephant and six blind men

The Avatars

Quantitative Surveys

Qualitative Surveys

Media measurement

Web / app usage analytics

Behavior analytics

Location targeting

Face-to-face

In-the-moment

Social-Mobile-Local

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I’ll give you MY answer upfront: It’s a new drink.

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New drink or 'Old wine in a new bottle' ?

One thing everyone agrees lately:

Smartphones are changing a lot of behaviors – not only the way people communicate, but also the way they consume media, information and entertainment.

7

Appliances to Apps

In the consumer goods proliferation era where we spent most of our lives, there was a product for everything. Especially in the USA.

Now there is an app for everything. No more PDAs, no more walkmans, no more voice recorders, no more compass, no more books to take along, no more board games… Half a million apps!

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So what?

What more will these smartphones and the apps replace?

More importantly, what new behaviors will these create?

And more specifically (and selfishly) what will this mean to us, Market Researchers and Consumer Insights professionals?

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Then and Now

12 months back Today

Researchers were concerned about

the representativeness of using

smartphone surveys and samples.

Companies like Bestbuy have tested

and validated that smartphone surveys

are statistically comparable to online

survey data.

There were questions like ‘Are there

enough smartphone users?’

Nielsen projects that 50% of US mobile

population will be smartphone users

by Q3 2011.

There were questions around who will

prefer an App over mobile sites and

why.

Today, research shows that app usage

has overtaken web usage on

smartphones.

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Client Differences

Some were still trying to stuff their long 40 qn online surveys into these devices and were worried about the screen limitations and scrolling

While

Others were watchful of the user experience by making it engaging, interesting and in-the-moment.

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Client Differences

Some were expecting the same set of grids and complex conditions to be ported on to these small devices

While

Others were fascinated by the new ways of getting response using media functions and touch functions of the smart devices.

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Client Differences

Some were digging deep into the traditional quota management and worried not being able to do such real-time quota controls in offline survey responses

while

Others exalted at the offline capabilities solving many head-aches for them operationally.

13

Client Differences

Some were concerned about the learning curve in launching surveys via smartphones

while

Others were thrilled about 10 cool new ways to launch a survey on these smart devices.

14

Client Differences

Some experienced researchers argued that the smartphone surveys will not be representative

while

Some innovation leaders welcomed the idea of reaching to respondents in innovative ways, especially to specific demographics

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Beyond the past

How can mobile MR push the boundaries in engaging with consumers and in gaining holistic insights?

– Rich designs to engage respondents

– In-the-moment surveys

– Passive data collection

– Geo fencing

– In-app experience

– Game-like experience

– Social media connect

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Creating engaging experience

‣Media usage

Video

Audio

Images

‣Game like experiences

- Concept Canvas

- Perception mapping

- Image sorting

- Concept Test Heat Map

Multiple Touch Points For deeper Insights

Mobile allows to reach and engage respondents in multiple ways

Cool ways to reach and engage • Push notifications • Geo triggering • Self initiated • Diary • QR triggered • Face-to-face with tablets • SMS • Email • Web / App intercepts • Ad network

Richer engagement on Smartphones and tablets

Online surveys Richer experience with mobile survey designs

Convenience with QR codes

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QR code can be printed anywhere: Cash receipts

Packages

Events

Consumer scans the QR code and survey pops up instantly

It is possible to embed information like visitor code, date of visit, store no. etc in the QR code and automatically pass it to the survey when initiated

Capturing the moments of truth

Mobile = In the Moment

– 28% perform shopping activities on their mobile while in store 1

– 25% share shopping experience on their mobile while in store 2

1 Experian Simmons 2010 American Mobile Consumer Report, March 5, 2010 21

2 ListenLogic Mobile Social Shoppers Report, 2011

Convenience for interviewers

Tablet Surveys at the Exit / at the aisles

• Long battery life • Offline capabilities • Better response /

engagement

Talking their language: App

Mobile offers possibilities to engage the new gen for surveys, in their way of doing things:

• Native App experience • Push notifications • Social Media integration • Instant Rewards management • Location sensitive language

options

From Surveys to Insights

How can Mobile MR go beyond ‘surveys’ and become an ‘insights’ and analytics tool?

– Ask only when you have to ask

– Listen whenever you can

– Ask only what you have to ask

– Use technology to marry the data and connect the dots for continuum

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We can guess the answers already

Will smartphone data collection eat into the market of online surveys ? / CATI ?

Will smartphone data collection increase the pie of MR data collection?

Will smartphone data collection become important not because of survey capabilities but because of other powerful means of data collection? Passively for instance?

Will smartphone data collection be a special tool serving only a niche in the overall MR data collection?

Will smartphone data collection be more powerful for consumer insights than market research?

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Field Forces : FOR Mobile

Behavioral/lifestyle changes of survey takers

Continuation of decrease in online survey completion rates

An industry challenged on many fronts, most recently players practicing in social media offering services like “sentiment measurement” as an alternative to understand consumer attitudes

Continued threat of being moved lower in the value chain

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Field Forces : AGAINST Mobile

A “classic” change problem (people, in this case researchers, don’t readily adopt change)

Existing research models utilize questionnaires of specific length and structure

Existing research programs funded by existing budgets

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The iPinion Team Thanks You

Pala Kuppusamy Founder & CEO

Hari Saravanan SVP, Product Management

Jeff Linenfelser VP, Sales

Michael Skarzynski Advisor Former CEO, Arbitron

Peter Milla Advisor

Former CIO, Harris Interactive

Steven von Bevern SVP, Client Services

Board of Advisors Executive Team

Presented at:

Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta

Organized by: Thank you to sponsors:

LinkedIn Group: Mobile MR

Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org

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