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Top 6 ideas for where to consider mobile
1. Young adult research2. Longitudinal diaries of behaviors and attitudes3. Measuring advertising effectiveness across all
digital platforms, including mobile4. In-the-moment shopper insight and occasion
based research5. GPS location - promotion capture research 6. Mobile ethnographies and other tightly
integrated quantitative-qualitative research
Apps deliver richer insights across many research categories
Paper“I’ll document what I think I’ve been doing over the last few days…”
Web/ CATI“I like this brand because… The Ad interests me because… I think I’ll do this in the future…”
Mobile Apps
“I’m in a supermarket right now choosing this brand because… here’s a photo of me next to it on the shelf… and here’s the barcode”
Photographs of & info about environmental, emotional and situational factors that influence attitudes and purchases, as well as photographs of & info of them using the product = Real time actual data.
Intellectual evaluation of a product or future choice, voting intentions, creative appeal of packaging, what do you own?…
People recall their experiences & get as close as possible to being accurate without too much trouble. Rarely challenge their thoughts on the experience.
What do you want from the respondents?Quality of insight to your client
So how do you choose the right one?
Interviews at the point of experience—
interviewers equipped with a device & robust market research
solution
Mobile Diaries & Digital
Ethnography—with multimedia
capabilities capture mood, location,
environment
Self complete on individuals’ own
device—download application once,
engage many
Mobile CAPI Mobile Diaries Mobile Consumer Surveys
Post-sales Surveys, In-Store
Audits, Collect data onsite in your distribution
channel
Field Force Enablement
Capabilities Overview
• GPS Capturing• Photo Capturing• Video Capturing• Bar Code Capturing• Audio Capturing• Video/Audio Playback• Built in alarms and reminders (perfect for
diaries)• Preloading of data• Back checking• Online-Offline• Multilingual
Key Features & Capabilities
Holiday Baking: CPG/FMCG
Knowledge NetworksBetter understanding people’s holiday baking activities
100 US Residents from the representative panel
Multiple Smartphone platformsExercise to document baking activity
Need
Scope
Implementation
Results10,422 invited to screen 47.6% response (4,966 members over a 7 day period)Of those, 33.8% qualified & opted-in for mobile survey research (only 100 people where used)
Mobile research response
1. Discovered a baked item to focus on as a business expander
2. Determined a path to capture increased holiday baking share of volume
3. Found ingredients to enhance emotional connection with consumers
4. Evidence of consumers using productsin situation and in real time
Holiday Baking: Business Results
Retail Supply Chain: Emerging market
International Beverage CompanyGather validated information on product positioning and store location
Recruit and train 400+ interviewersIn an emerging marketlow internet capabilities
One mobile OS type (NOKIA)GPS capture , Photo CaptureMobile retail audit conducted over 12 months3000+ Surveys a day
Need
Scope
Implementation
Results20 days in field and 40,952 records captured37,669 GPS coordinates40,776 photos 4,476 previously obscure stores
www.techneos.com
Thank you
Eric [email protected]
www.techneos.com
+1.604 435.6007 x102
Twitter @techneos
Industry updates: techneos.com/blog
