The Disruptive Truth: New Shopping Behaviors & Attitudes

As shoppers embrace mobile, how should we be using mobile behavioral data and surveys for better insights about the new path to purchase?

Steve von BevernVice President, Mobile Research PracticeResearch Now Mobile

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Today’s Path to Purchase Is More Complex Than Ever…

Discover

Evaluate

Buy

AccessUse

Get Support

Re-Engage

How do you capture better insights?

Source: 2013 Forrester CEM Model

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Path to Purchase

Customer touch points

First Event

Last Event

Review Sites 56%

Search30%

OEM Sites13%

Review Sites 8%

Search 6%

OEM Sites 86%

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Mobile Users are Always On and Multi-tasking

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9 out of 10mobile searches

lead to

action

Over half lead

to purchase

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The Reality is: Mobile is a Mainstay of Our Everyday LivesWhich makes it a key path-to-purchase ‘touchpoint’

Source: www.eMarketer.com

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Make Mobile Devices a Focus of ResearchNot just a data collection tool

Source: Pew Research Center

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Mobile’s Game is On!

A Wide Range of Retailer Apps Exist Today…Can you Measure their Impact?

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Texting 18.8%

Internet8.2%

Email9.3%

Social8.4% Phone/

voicemail11.5%

Games8.1%

Utilities15.3%

Music6.7%

Retail0.8%

Other12.9%

Source: Passive data for 63 panelists, 69 hours of usage

At Walmart In-Store App Usage

Share of time

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68% of the searches that

mention a product name were branded

(e.g. iPad, Kindle Fire)

9% of searches are for a retailer mentioned Black Friday or Cyber Monday

Product40%

Retailer58%

Promotions 2%

Types of research-related

searches

83% of the searches for a retailer were navigational (e.g. Amazon, Walmart)

How do Consumers Search When They Shop?

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Social Listening, Mobile & Online Data ‘Streams’ We Offer To Feed Your Analytic Models & Insights

DATA DELIVERABLES

RAW DATA

OR

TABBED CODED DATA

OR

REPORT GRAPHICS

ANALYTICS

• Pre-test• Inflight adjustments• Post evaluation

PREDICTIVE MODELS

HISTORICAL EVALUATION

ADVERTISING METRICS

SOCIAL CONVERSATION

•Mentions• Trial, purchase,

recommendation, value

• Product, placement, pricing, promotion

MOBILE + ONLINE

• Survey• Awareness• Ad recall • Purchase intent• Persuasion

• Behavioral• Clicks

• GRPs• TRPs

• Impressions

• Conversions • Sales lift• Information

requests• Contact requests

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Survey fieldingNov 19-21, 2012

Behavioral tracking Nov 19-30, 2012

Store visits

Web-based Surveys Web-behavioral DataMobile Survey & Behavioral Data GPS Data

Single-Source MethodologyA holistic approach suited for today’s consumers

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Selected panel members receive an invite to join the mobile panel, with the option to opt in to the re-targeting panel

Opted-in members receive two cookies on their device (for reading the ad tag and for re-targeting)

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Standard ad effectiveness survey served

Differences between control and exposed groups observed

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RN replicates on a smaller scale the brand media buy via a re-targeting partner

Specific ads are served to opted-in panelists within the re-targeting network*

Opted-in Target

* Media impressions specifications TBD based on client campaign goals and re-targeting partner feasibility requirements and availability.

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RN records impression and exposure data and surveys exposed and unexposed panelists who meet target criteria

5

RN reports out on all KPIs and metrics relevant for campaign evaluation

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Target

Target

YY

Y

Y

Single-Source Methodology

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Know Your AppRestaurants are one of the most searched industries on mobile devices today

Searched a restaurant via a mobile app

Chose a restaurant to dine at via those search results

Think It's Important To See A Menu Before They Dine

Think It's Important To Read The Menu On A Mobile Device

Say They're Less Likely To Choose A Restaurant If They Can't Read The Menu On A Mobile

0 10 20 30 40 50 60 70 80 90 100

81%

75%

80%

70%

62%

Source: FastCasual.com April 2013 “Study: Restaurants the Most Searched Industry on Mobile Devices”

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Richer Insights to Help Answer “Why”

None of the above

Not sure Studies where I can be targeted

for a specific survey based on the location of

where I am cur-rently

Studies where I can be targeted

for a specific survey based on

the locations I have been

Studies where I can use the

voice recorder on my phone to up-load voice verba-

tim

Studies where I can use the

camera on my phone to upload

videos

Studies where I can use the

camera on my phone to upload

pictures

Community based surveys

where you may be assigned daily

tasks

Diary studies Short/quick surveys

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

8%

3%

57%

61%

32%30%

47%

42% 42%

83%

US Mobile Rep Consumers (April 2013)

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SATQ4bUSA At which time of the day would you prefer e-Rewards to send surveys similar to this?

07.00 am - 9am

09.00 am - 11am

11.00 am - 1pm

1.00 pm - 3pm

3.00 pm - 5pm

5.00 pm - 7pm

7.00 pm - 9pm

9.00 pm - 11pm

11.00 pm - 1am

01.00 am - 3am

03.00 am - 5am

05.00 am - 7am

0%

5%

10%

15%

20%

25%

Total

UK

Aus-tralia

USA

Response Patterns Remarkably SimilarAround the GlobeAt which time of day would you prefer e-Rewards to send surveys similar to this, to your smartphone?

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Results Comparable to Online Studies In Validity and ReliabilityComparing survey data (weighted to demos)

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• Incremental sales• Market share leadership• Customer Value

• Satisfaction• Loyalty

• Marketing effectiveness• Creative (pre-/post)

• Marketing efficiency • Media placement

• Retail foot traffic• New product tests

If 2013 is the ‘Year of Convergence’……are you ready to provide mobile research-driveninsights to your clients and stakeholders?

With Empirical Insights Into:

Path To Purchase Issues

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1. Forced exposure to a targeted group of respondents in a natural environment

2. Methodologically consistent and statistically comparable with online studies

3. Industry leading response rates aligned with Research Now norms

4. Deeply profiled panelists

5. As compared to other methodologies, a shorter and more efficient fieldwork

Mobile Ad Effectiveness MethodologyTop five advantages

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Research Now New Media Solutions

Research Now is leading the way in social, mobile and digital behavioural & survey data collection to power your insights.

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Home EthnographyHow comfortable are respondents with qualitative aspects of mobile research?

Research Now Mobile invited 3,500 panelists to take part in a home ethnography study designed to understand respondents’ willingness to participate in qualitative parts of mobile studies, particularly media uploads.

CASESTUDY

• 679 completes in 2 days, despite the study being long & media intensive

• 97% scanned barcodes

• 99% uploaded pictures

• 82% uploaded audio

• 80% of those with pets uploaded videos

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Holistic InsightsHow does a digital newspaper use passive data capture to gain deeper reader insights?

A digital newspaper that caters to tablet users through a newspaper app uses Research Now Mobile+ to send targeted surveys and overlays the survey data with behavioral data for deeper insights.

CASESTUDY

• Behavior data like app downloads, music played, etc. are passively captured.

• Survey data is collected periodically by pushing surveys.

• Data from repeat surveys and passive data capture are tied together for deeper insights.

Steve von BevernVice President, Mobile Research Practicesvonbevern@researchnow.com+1 612 801 1920

Thank you!