An enhanced Online Research - Lumi

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

An enhanced Online Research Online Research with the support of your mobile branded app

Online Today • Thousands of panel and millions of

respondents

• A real evolution has happened

– From Data Base to

– Online panel to

– Community

• Different sources of sample: Panel but also River Sample

• Looking for different ways to enhance how representative an online sample can be.

What are the current limitations?

Great reach but black holes exist

• On very well- represented targets (i.e young targets): E-mail invitation response rates going down

• On less-represented targets (i.e elderly targets, low social class levels): Hard to reach them via PC.

Not all segments of the universe of the study can be reached

Good regional coverage but limited global reach: limited reach in APAC, Africa and Latam still low due to

• Low penetration of computer owners • Not sufficiently high incidence of internet use in

households.

Why panels have created their own APP?

How is a

today

ACROSS ALL SEGMENTS

THE INTERNET BEHAVIOUR IS CHANGING: The Online response rates keep going down Online surveys: Have gone from new to common Internet users tending to be more selective when checking their inboxes Quarantine periods shortened

YOUNG TARGETS Reasons why low Online response rates?

E-mail is no longer than main channel of communication

E-mails: Massive amount of mails per day

More focused in social media (when

using internet)

Spending more time on their smartphones than elsewhere

Let’s look at response rates

Across all segments

ONLINE RESPONSE RATE: 17%

APP BASED SURVEY: 45%

Young target

ONLINE RESPONSE RATE: 5%

APP BASED SURVEY: 32%

But, how?

• From you’ve got an email to you’ve got a notification.

• Higher response rates across all segments. • Higher use of Mobile especially in targets

where Online currently fails (teenagers and low income earners)*

• “It’s still new”: More attractive and

appealing that emails.

They are more responsive!

And my universe is wider! Let’s look how can we enhance our global reach

Is that all?

A difficult target

to reach Online

but now

reachable Mobile

First and second generation inmigrants

18% of non-nationals living in

the country

12% of non-nationals living in

the country

• Difficult to find non-nationals in online panels though recruitment.

• Second generation immigrants are as well under represented.

• There are language barriers

• Many times questionnaires are not adapted to their habits

Through passive the app will acquire the following

information:

• Language used in the the panelist’s smartphone • Time zone • Operative System of the Smartphone • OS version • Smartphone brand • Smartphone model

Passive data acquired

Language of the panelist’s

app

Comparison between

country and language

Final detection and selection

Creation of a new category

panel

Next questionnaire: language and app adapted

to the language set in

the smartphone

The initial process

Learnings

Learnings • APP Mobile Research is not here to substitute Online or Traditional Methodologies. It is here to add

extra value to existing and new research.

• Mobile Research is the right tool to combine with an online panel/community:

- Due to a higher penetration of Smartphones among young targets - Due to better response rates through notifications

• An APP will not only help us to make our research more compiling and representative, it will allow us

to reach targets where online or other methodologies have significant limitations.

• The next future sits in the combination of Online and Mobile through an APP.

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW