1. THE SOUND OF BIG DATA Combining Big Data with mobile diaries
to create contextual customer profiles
2. On Device Research uses the mobile internet to gain access
to consumer opinion at any time or location. Mobile-only audiences
Emerging / growth markets In-the moment research Advertising
effectiveness
3. Mobile research panels10 million mobile surveys in 57
countries. Focus on emerging markets and mobile-only
audiences.
4. A platform to discover new, original music and audio, to
build an audience, and to share online and on mobile. * 200 million
users per month * 12 hours of audio uploaded every minute
5. The Challenge With Big Data Velocityreal time near real time
Marketing is 4Ps Product, Promotion, Place and Price Big Data is
3Vs Velocity, Volume and Varietyperiodic batch MB table data base
unstructuredVarietyGBTBPBVolume
6. The Challenge Context of current users interaction Missing
market insights Resource intensive to access and analyze
7. Principal AimsTime Understand the time spent on listening to
audioMotivation Explore dimensions of motivationsImpact Impact in
consumers everyday lives
8. Methodology On Device Research PRE-RECRUITMENT &
SCREENINGMOBILE DIARYPOST-SURVEY FOLLOW UPDATA
CONSOLIDATIONSoundCloud
9. How a mobile diary looks Mon Intro
surveyTuesWed7amThuFri7amSatSun7am 9am 11amTime of day of
encounters 12am12am4pm 5pm5pm 6pmExit survey
10. Methodology On Device Research PRE-RECRUITMENT &
SCREENINGMOBILE DIARYPOST-SURVEY FOLLOW UPDATA
CONSOLIDATIONSoundCloud
11. Link Server Data + Research Data to Create Enriched Data
User IDs to link data Big DataResearch DataEvery participant agreed
up frontData Consolidation
12. THIS IS CYRA
13. User Profile
14. Data on CyraDiary Creator25,923 Follower Played User
Downloaded 49 Sounds 6 Sets Reposted 931 Likes Liked 8,698 Comments
Commented 1,631 Following Add to sets Creator Pro Account Country
High Engagement Mobile or Web Segment 6 Genre Big DataDemographics
Online habits Competitive use Social sharing Feature Diary Content
Genre Device Location WithBig Data Research Data
15. Creator / Listener Like Cyra 1 in 4 of SoundClouds most
active and engaged listeners are also creators, like CyraLove to
share online via multiple social mediaWhen not listening they are
active social people, preferring sports and socializing in their
offline livesMost listening happened via mobile on their
ownListener
16. Joe listens to Cyra Male, 28 Spends $24/m on music Lives in
US urban area Aware of 10 services Uses 5 in parallel: Youtube
iTunes, Pandora, Spotify SoundCloudI know what I want to listen to:
artists I like. I choose consciously what I want to listen to next
its part of my daily life to discover new content and listen to
music that I like.I have an emotional connection to the music I
listen to. This helps me relax, fill time or concentrate on work.I
use SoundCloud to listen to music and audio. I also actively share
content.JoeSC UserUS Listener Consumer
17. A Day in the Life of a Listener Peak listening time of the
day and transactional listening though social sharing Lunch
CommuteMost 3-5h listening sessions start around 10am Back home
Good morningCommuteGood nightLive audio on their own in the
car4AM-6AM7AM-9AM10AM-12AMAt home via home entertainment with
friends & family throughout the
evening1PM-3PM4PM-6PM7PM-9PM10PM-12PM
18. Mobile Survey Chunking We are the pioneers of survey
chunking on mobile splitting traditional 30 minute surveys into
several phases to help you meet your project requirements.SMS
INVITE #1SMS INVITE #21st CHUNK2nd CHUNKDAY 1Get the free report
from ondeviceresearch.com/blogDAY 2
19. Completion Rates of Long and Chunked Survey are Comparable
92%80%15-QUESTION SURVEY Source: On Device Research, August 2013
N=2324, UK30-QUESTION SURVEY79%2-CHUNK 30QUESTION SURVEY
20. % of Respondents Who Fell for Trap Question 9%4%30-QUESTION
SURVEY Source: On Device Research, August 2013 N=2324,
UK4%15-QUESTION SURVEY2-CHUNK 30QUESTION SURVEY
