Transcript
MRS Webinar - November 2012
Mobile-Based ResearchOptions & Best Practice
Hands On Research Is HereBut How Do We Handle It?
1Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
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MRS Webinar - November 2012
Introductions
3Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
Scott DodgsonScott DodgsonDirector - Research, Insight, Consulting, SKOPOS market insightDirector - Research, Insight, Consulting, SKOPOS market insightEver since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated by technology, and its various applications. Over recent years, he has been absorbed by understanding how consumers interact within the digital space - the convergence and connectivity between network platforms, technologies and digital media; and in providing clients with actionable information on the emerging, and evolving, opportunities and challenges this presents.
Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth Financial, Coca Cola, Royal Mail, DHL and many more.
Paula JusonPaula JusonDirector - Research, Insight, Consulting, SKOPOS market insightDirector - Research, Insight, Consulting, SKOPOS market insightPaula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video studies - running alongside the more traditional quantitative methodologies. She views mobile research as a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback – helping to provide ‘real’ consumer illumination.
Over the last 15 years she has conducted research across a wide range of sectors and genres, helping clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This has included customer experience optimisation (across digital and non digital channels); ideation & proposition development; as well as various U&A studies - incorporating behavioural segmentation.
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& mobile for over 10 years
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MRS Webinar - November 2012
Session 2
More Detail on Mobile Research - maximising the effectiveness of the “in the emotion” medium
- Getting it right- Case Studies- Where next?
6Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
Source: ComScore, November 23rd 2010
iPhone 5 to be launched late 2012?
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Short surveysShort surveysQuick pollsQuick polls
Ad hocAd hocTrackingTracking
Verbatims/OpensVerbatims/Opens
Access PanelsBespoke Panels
Omnibuses
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Verbatims/OpensVerbatims/OpensTxt-depthsTxt-depthsVox-MobsVox-MobsLife DiariesLife Diaries
Reminder: Best Practice Guide
1.1. Ensure mobile method fits with audience/topic/clientEnsure mobile method fits with audience/topic/client
2.2. Keep Surveys Short & Simple... 5 questions?Keep Surveys Short & Simple... 5 questions?
3.3. Engaging (Reassuring) Invites (+ opt-in)Engaging (Reassuring) Invites (+ opt-in)
4.4. Meaningful Incentives/RewardsMeaningful Incentives/Rewards
5.5. Keep Respondents Engaged (flow and above)Keep Respondents Engaged (flow and above)
6.6. Plan and work around country variationsPlan and work around country variations
7.7. Consider and work with best (technical/panel) partnersConsider and work with best (technical/panel) partners
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MRS Webinar - November 2012
10Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Quant
Fast & Effective
SMS / Text
SKOPOS market insightwww.SKOPOS.info
Text survey advertised on hospital walls.
Incentive?
Free?
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OPENOPEN
SCALESCALE
LOCATION LOCATION
RATINGSRATINGS
6 QUESTIONS6 QUESTIONS
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Ferry Company CustSat
Shifted their CustSat Shifted their CustSat from from face to face to SMS face to face to SMS having having observed many passengers observed many passengers ‘playing’ with their phones ‘playing’ with their phones
while in transit.while in transit.
Saved money Saved money and also and also provided customers with provided customers with
instant relevant feedback instant relevant feedback mechanism, mechanism, that filled time.that filled time.
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Text task/QuestionsText task/Questions
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Source: Sparkler/Channel4Source: Sparkler/Channel4
AutoAutoCodingCoding
Quick PollQuick Poll
Closed Closed & &
OpensOpens
Same pattern but higher ratings
DirectDirectActionAction
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Q1000
Every week Fly conducts an omnibus to its rapidly responding
Teen PanelYoung Professionals Panel
of 11-25 year olds with 1000 balanced responses guaranteed!
Notify Fly by Monday evening to include your questions.
Surveys are answered on Wednesday/Thursday with results delivered on Friday!
No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research….and more rapid response.
Q1000
Every week Fly conducts an omnibus to its rapidly responding
Teen PanelYoung Professionals Panel
of 11-25 year olds with 1000 balanced responses guaranteed!
Notify Fly by Monday evening to include your questions.
Surveys are answered on Wednesday/Thursday with results delivered on Friday!
No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research….and more rapid response.
Panel/Omnibus
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MRS Webinar - November 2012
17Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Web
Best for inviting or intercepting users of
mobile websites
SKOPOS market insightwww.SKOPOS.info
In the moment for mobile users/surfersIn the moment for mobile users/surfers
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In situIn situ& on-site& on-site
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MRS Webinar - November 2012
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Paula Juson AMRS, AQR
Mobile Apps
Deployed on selected mobiles, can deliver
rich relevant survey experiences
SKOPOS market insightwww.SKOPOS.info
Embedded or downloaded Embedded or downloaded java-apps can provide java-apps can provide
more visual ‘animated’ more visual ‘animated’ surveys for surveys for event-driven event-driven
(activated) (activated) or in the or in the moment polls and CustSat.moment polls and CustSat.
Mobile Apps
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Mobile Apps: Case Study
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Java survey-engine Java survey-engine embedded on phone embedded on phone
during repair.during repair.
Self-activated once Self-activated once phone used again phone used again
delivering short CustSat delivering short CustSat (Repair) Survey.(Repair) Survey.
Survey kept short via Survey kept short via derived importance, for derived importance, for
instance.instance.
SKOPOS market insight -SKOPOS market insight -Network & Handset-MakerNetwork & Handset-Maker
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DIY iPhone Apps
Source: Research Live, May 2010Source: Research Live, May 2010
iPhone Apps
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• Just like mobile ads, surveys are embedded into related mobile apps
• A “litmus test” before launching full-scale (higher budget) research
• A response rate of 6-16%
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Customer journeyCustomer journey
Absorbing
Planning
Obtaining
Sharing
How encountered?How encountered?
Which brand Which brand encountered?encountered?
How this makes How this makes you feel?you feel?
What did you do as a What did you do as a result of the encounter?result of the encounter?
trigger
trigger
trigger
trigger
I am not interested
I am interested
Questions asked at each Questions asked at each brand interaction:brand interaction:
The physical location of all brand The physical location of all brand interactions are mappedinteractions are mapped
Through the use of the mobile platform, we can now physically map the customer journey - asking participants to record each brand interaction (and the action taken) in relation to a specific category (e.g. utilities).
I’m an advocate
Paths to purchase
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Paula Juson AMRS, AQR
Mobile Qual
Rich & Rewarding
SKOPOS market insightwww.SKOPOS.info
Qual: What are the Options?
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Embracing the innovative - not as a replacement, but as an augmentation
Qualitative: Beyond Questionnaires in Armchairs!
Capturing the mood/emotion and how it impacts upon consumer
attitudes and behaviours
Social insights Peer-to-peer research
NPD activity
Mood - in the Mood - in the emotion - Researchemotion - Research
Studying consumer behaviours, opinions, motives & concerns in a
digital environment
NetnographyNetnographyCo-creational Co-creational ExplorationExploration
Tasks can either be show & tell/describe or filming/sharing
Pre-recruited participants blog/video about specific activities/experiences
Mobile Mobile EthnographyEthnography
Smartphones now facilitate the ability to access the immediate impact, context & emotion of
events and activities
Mobile Mobile Qualitative Qualitative
Digital Blogs & Digital Blogs & Video DiariesVideo Diaries
24/724/7OpenOpen
ExchangesExchanges
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VoxMobsVoxMobs
VoxPops VoxPops over the mobileover the mobile
Panel requiredPanel requiredwith correct techwith correct tech
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Case Study: Skype Vox Mobs
SKOPOS market insight SKOPOS market insight
Fast & rich insight.Fast & rich insight.Over a weekend mobile 5 minOver a weekend mobile 5 minvox mobs conducted regarding vox mobs conducted regarding
internet telephony.internet telephony.
Results analysed, edited and Results analysed, edited and presented to client following presented to client following
week.week.33
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Qual: Life Diaries
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Source: Ipsos
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Picture capture, whenever, whereverPicture capture, whenever, wherever
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Picture capture, whenever, whereverPicture capture, whenever, wherever
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i°Communities™ mobile are online platforms where consumers can engage in research anytime, anywhere with an app on their smart phone
Discussions, flash polls and mobile-enabled surveys
Makes it easy for consumers to spontaneously share what’s on their mind
With photo and video upload,research communities
become an even more vividreflection of consumers’ lives.
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Reach your community members in real-time via push notifications Branded mobile app to engage your users Build your reward inventory - you define how your users get rewarded Run location aware research projects
Apps for all leadingApps for all leadingsoftware systemssoftware systems
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MRS Webinar - November 2012
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Paula Juson AMRS, AQR
So What’s Next?
SKOPOS market insightwww.SKOPOS.info
What’s out there for mobile?
Full internet surveysFull internet surveys
Location-based research Location-based research
Richer & richer experiences Richer & richer experiences
New methods… New methods…
Better devices and screens Better devices and screens
StandardsStandards
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Richer & RicherRicher & Richer
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With Older Phones, With Older Phones, switching to Online was preferredswitching to Online was preferred
With iphones, staying mobile is preferredWith iphones, staying mobile is preferred
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Personal Interviewing reinventedPersonal Interviewing reinvented Multimedia interviews possible Multimedia interviews possible
More do-it-yourself surveysMore do-it-yourself surveys Increased respondent co-operationIncreased respondent co-operation More embedded market researchMore embedded market research
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Location-Based ResearchLocation-Based Research(detected and/or triangulated) (detected and/or triangulated)
Opportunity: LBR
NB: Location-based Research (LBR) is still difficult due to issues of privacy (identifying respondent-location without their permission).
It is (more) possible, however, amongst opt-in/contracted business/employee audiences.
Opt-in crucial here for consumersOpt-in crucial here for consumers
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Location detection & trackingLocation detection & tracking47
Multi-mode, more & moreMulti-mode, more & more
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Fusion & Linkage: Video Pen Portraits
SKOPOS Kwal Unit conducting large-SKOPOS Kwal Unit conducting large-scale multi-phased research for Global scale multi-phased research for Global Bank.Bank.
Qual Stage involves Focus Groups Qual Stage involves Focus Groups combined with Online Diary and Mobile combined with Online Diary and Mobile Pen Portraits.Pen Portraits.
Each respondent provides 5 min ‘meet Each respondent provides 5 min ‘meet me’ video profile to complement the me’ video profile to complement the other findings.other findings.
SKOPOS market insight SKOPOS market insight
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WAP survey & online forumWAP survey & online forumSource: Kantar Media online community discussion among England
football fans following the World Cup, 10-14 November 2010
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Automatic capture of data on the mobile – similar to cookies on PC/webAutomatic capture of data on the mobile – similar to cookies on PC/web
Passive MeasuringPassive Measuring
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SKOPOS MTrackTM
UK active digital society
Heard of augmented reality
16%
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Reminder: Best Practice Guide
1.1. Ensure mobile method fits with audience/topic/clientEnsure mobile method fits with audience/topic/client
2.2. Keep Surveys Short & Simple... 5 questions?Keep Surveys Short & Simple... 5 questions?
3.3. Engaging (Reassuring) Invites (+ opt-in)Engaging (Reassuring) Invites (+ opt-in)
4.4. Meaningful Incentives/RewardsMeaningful Incentives/Rewards
5.5. Keep Respondents Engaged (flow and above)Keep Respondents Engaged (flow and above)
6.6. Plan and work around country variationsPlan and work around country variations
7.7. Consider and work with best (technical/panel) partnersConsider and work with best (technical/panel) partners
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