Catching the moving targets

Catching the moving targets

Consumers are going mobile.

Pala Kuppusamy

CEO, Research Now Mobile (formerly iPinion)

It’s not about whether you

You will have to

© 2012 Research Now 2

Myths

• People won’t do app/mobile surveys

• Not meant for everyone

• Not representative

• Only developed countries


Myths: People won’t do app/mobile surveys


Myths: Mobile research is not for everyone


Myths: Mobile is not representative


http://www.nielsen.com/content/nielsen/global.html

Myths: Mobile research is just for developed countries


Catching where it matters

10 © 2012 Research Now

Catching in the way it appeals to them


Catching when it is fresh


Catching it vivid and rich


Catching when they are available


Catching them young


Real life Example: Movie goer study

17

Geo location study with Venue trigger

• All major movie halls in the country fenced

– Using Foursquare – the largest venue database

• Highly targeted

– 489 people tripped the fence

– 308 completed the survey

• No painful screeners

– Those who went to a movie hall get invited

• High quality

– No false claims

– Triggered and validated with geo location

© 2012 Research Now

Real life Example: Shopper study

18

Geo-fenced in-store shopping survey

• Study targeted shoppers at Supermarkets, Grocery stores and club stores

• Triggered by geo location

• Bar code scans, picture of receipts for validation

• Cross channel invitation vs completion

– 894 invited; 334 completed



• High compliance for bar code scanning, image uploads


No survey results / pictures shown due to client confidentiality

Real life Example: Home ethnography

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In home immersion studies with rich media inputs

• Target : 600 completes in 2 days

– with rich media inputs on snacks, pets

• Invited 3548 people. Received 678 responses in 2 days

– 658 scanned barcodes

– 673 uploaded pictures

– 557 uploaded audio

• Of 361 who had pets, 289 uploaded video



Mobile research sweet spots

GREAT with Mobile

• In-store surveys

• Ethnography with media inputs

• Basket of goods - scan

• Diary with timer / calendar trigger

• Location triggered

• In the Moment

Better with Mobile

• CSAT

• Concept testing

• Awareness studies

• Geo location tracking

• Usage study

• Interviewer / CAPI

• CLT Studies

• Youth targets

It’s not just about app; it’s about people too


Thank You

Pala Kuppusamy

CEO, Research Now Mobile (formerly iPinion)

[email protected]

+1 614 822 8889

mailto:[email protected]

Catching the moving targets

Technology

myths people

real life example

geo location bar code

rich media inputs target

uploaded pictures

appmobile surveys

uploaded audio

uploaded video