Breakfast Briefing Seminar: Opportunities for research via mobile devices AJ Johnson, Ipsos Open Thinking Exchange.

Breakfast Briefing Seminar: Opportunities for research via mobile devicesAJ Johnson, Ipsos Open Thinking Exchange

10 years ago, would we have laughed at someone who said this?

“In the future almost every consumer will carry a research device for 19 hours a day. Researchers can communicate with them at any time, ask questions, receive images, videos and location information tocollect ‘in context’ feedback at theexact point of experience.”

That time has come!And it’s only the tip of the iceberg!!

61% - of female 15-34 years smartphone owners access the mobile social media sites

The right time for mobile research

Sample Gap

B

A C

Teens

Smartphone ownership

Jan-10 June-10

13%

20%

iPhone ownershipFemale < 35

Jan-10 June-10

7%

20%

Source: Ipsos MORI Technology Tracker, June 2010

Respondent Prerogative

New Insights

The challenges of mobile research:Competition for face time

or

What shall I do next?

250,000 iPhone Apps

140,000 Android Apps

So we have to change the way we think

We don’t!

How do we move this 45 minute online survey to mobile

Mobile research opportunities

AJ Johnson

Alarm clock

GPS / Location

Email

Calendar

Phone

Internet

Media player

Applications

My mobile does!!Do you know this about me?

Firstly, mobile research doesn’t always mean asking questions

Yes

No

MobiTrack

We would like to ask you a few questions regarding your voice call.

Mobile passive measurement

Passive application measures mobile activity including web, text, voice, apps and other phone functions

1

Ability to pop-up short surveys to complement passive data

2

Online aggregated dashboard reporting

3

Gaining fast feedback on issues of the day

75% of the UK population now use SMS. Free for listeners to participate and feedback is collected fast and reported in real-time

“Today we want to know if you think it’s time for the Queen to let Prince Charles be King – Text ‘POLL’ to 6618”

Understanding radio listeners:‘Wake Up With Moyles’

What are you doing while listening to Moyles?

My morning with Moyles

He’s the first voice I hear each morning when the alarm goes of at 7:00am. I’m up 15 minutes later and then I turn the radio on in the bathroom and listen to Moyles in the shower.

Breakfast involves toast, tea and cereal and I have 10 minutes to sit down and listen to the 8:00am news as the girls pack their bags ready for school.

The car ride to the school is 15 minutes and the car stereo is preset to Radio 1. I did switch to Radio 2 for a while when Evans joined but I think Moyles is funnier.

Once the kids are safely inside the school gate then I manage to hear the final part of the show on my way home.

The children love Frosties, they think they’re Grrreat!

Before work I check the TV schedule for while I’m at work. Don’t tell anyone but I record ‘Homes under the hammer’

At work I listen to the Radio through iTunes. I work much more effectively to music – it’s calming

On the train home it’s movie time. For £3.99 you can download the latest movies and watch them at your leisure

When I get home the TV is taken over by my girlfriend’s WiiFit. I have to use the TV in the bedroom!

After dinner we laze in front of the TV and watch some reality rubbish. It gives the brain a rest after a difficult day at work

I finally get to watch my DVDs after she goes to bed. Finally I have control of the remote!!

What a great invention the DAB radio was. I listen to 5 Live in perfect quality in the shower

2 31

4567

Understanding the consumer: James, 35 years old, ManchesterMy daily media

Co-creating with radio listeners:My perfect playlist

My Favourite 5

Share

98%98%

Playlist for Diva Chicks

92%92%

85%85%

82%82%

78%78%

Check in to the research loungeCheck in to the research lounge

To give more opinions about radio

Voted by

Radio listeners select and share their ideal radio playlist amongst their friends. By voting for their favourites one single list is compiled and broadcasted on the radio. Once engaged, listeners can complete further research opportunities in the research lounge

Integrating research opportunities intoradio apps

….any many other radio apps available

Integrated research app

Passive

Active

• Understand how the app is used• How the app affects the phone usage• Track adverts placed in apps• Track impact of advert through subsequent activities

• On air polls• Customer feedback and testing new concepts• Generating new ideas through listener co-creation• Diaries and ethnography tasks

Developing mobile diary applications

Diary application developed for a global internet services provider working on iPhone, Android, and Blackberry.

Using a points system to encourage “check ins” and sharing information with us on their mobile usage

MBI Touchpoints - PDA / Paper Diaries Replaced with User-experience Optimised Mobile Diaries

Source: MRI / MBI analysis

Developing a mobile radio listening diary

• Idea of recording radio listening• Out of home• When the experience is most recent

• Offers the ability to communicate reminders through the mobile device• Potential for combining both active and passive listening