Mobile Research: getting closer to the truth

Mobile Research:getting closer to the moment of truth

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What do we mean by mobile? It’s a flexible research platform

Active Passive Interactive

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� Diaries

� Surveys

� Barcode scanning

� Polls

� Photos, video or audio capture

� Mobile Usage

� Ad Exposure

� Location awareness

� Audio Sampling

� Share / rate

� Collaborate

� Score / compete

� Researcher moderator

And these new ways to interact with respondents delivering new insights

High Audience Engagement

Mobile ethnography – diaries, photos, video, audio capture

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360° behavioural data – mobile clickstream, ad exposure, app usage

Collected via Web

Collected via App

Low Audience Engagement

With many potential applications

Consumption diaries Allows respondents to record usage, consumption or purchase occasions

Experience trackingIsolate and assess each phase of the process, touchpoint by touchpoint

Influence tracking Isolate and assess the impact of new marcomms activity as it hits the market

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purchase occasions

Mobile ethnographyAllows respondents to record their activities, thoughts and lives through mobile tools

Mobile usage behaviourMeasuring phone use including app usage, internet browsing and mobile ad exposure

Enhanced segmentationUsing mobile passive data to build a better understanding of the consumer than ever before

touchpoint by touchpoint activity as it hits the market

1The opportunity it offers research

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Mobile is always on and always with you, offering a convenient and continuous platform for research

PC

Mobile

Tablet

I feel I am ‘always connected’ to the Internet 64%

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In bed

when I

wake up

Early

morning

Commuting Late

morning

Midday Early

afternoon

Late

afternoon

Early

evening

Late

evening

In bed

before I go

to sleep

During the

night

Source: Digital Life 2011

Creating three powerful advantages for mobile research

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Relevance RealityReach

It gives research new reach –Mobile diaries allow the continual collection of data, offering two new approaches

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Track everything

Measure all consumer behaviours in a particular area to get a more

accurate read on when, where, how and why they purchase or consume

a product, for example

Understand key moments

Get a granular and deep perspective on what happens during the really important moments – immediately post-trigger, at the point of sale,

and consumption / usage

Mobile diaries allow the continual collection of data, offering an exhaustive view on consumer behaviours

Need / trigger PurchasePurchase Decision

SalespersonSocial Media Sponsorship

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Brand Experience

Propensity to buy

Usage

Friends & Family

Retailer Website

Brand Website

Blogs

Store

According to Google, the most important ‘moments of truth’ are:

It can also offer an ‘in situ’ view of key moments in consumer-brand relationships

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ZMOT

Zero Moment / Post-trigger:

What do you do when you decide to buy a product?

Research behaviours / what sources influence?

10

FMOT

First Moment / The point of purchase:

What happens in-store / online as you look at

products? What causes you to purchase that particular product?

SMOT

Second Moment Consumption / Usage:

How do you use the product/service? When /

How / Why etc

Does it meet expectations?

Source: http://www.zeromomentoftruth.com/

There are new tools we can incorporate… more stimulacan be collected

New capabilities

Rich media Barcode scanning Location tracking Time stamping

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Respondents can capture pictures or video on their device and upload them

directly

Respondents can scan barcodes, which

automatically records product information

Either via GPS or through a mobile signal.

Although the former does drain battery and the latter is not hugely

accurate

The time that data is input is recorded, so can be analysed through this

lens.

It is more relevant for our respondents As a more convenient way of taking part in research

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Lives are busier Survey response rates in decline

Mobile improves response rates by making use of “downtime”

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It gets us closer to ‘reality’ –Thoughts can be recorded in real-time, without relyingon respondent recall

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3Some examples

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A mobile diary program for a breakfast consumptions in Italy

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Study Objectives:Understand where, what, when, with

whom, while doing what (media fruition) of the breakfast occasion

An Interactive Survey in Italy to understand relations occurring between brands and TV viewers to support decisions about product placement activities.

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Study Objectives:Relation between TV viewers and brand,

in product placement activities

A long-running mobile diary program for a beverages company in the USA looks at a daypart and activity consumption ‘heartbeat’

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Study Objectives:Map CSD consumption & its place in

people’s lives

We recently conducted a mobile diary for beverages in South Africa

Study Objectives:1. Understand competitive set for soft

drinks for different situations2. How should soft drinks tailor marketing

to these dayparts3. Monitor daily variations against

average consumption patterns so the

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average consumption patterns so the brand can react quickly to changes

It gave us granular information about the market share (servings) across day part to understand occasion competition

Competitive Set for Soft Drinks: Fruit Juice at lunch and in between meals. Coffee morning and evening

7

7

18

8

19

10

21

10

2

5

Soft

Drink

Bottled

Water

Fruit

%

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1

13

2

16

14

3

5

14

12

4

Fruit

Juice

Coffee

Before breakfast Breakfast LunchDinner In between meals

An alcoholic beverages study in the UK looked at influences on purchase decision in the moment of Lager consumption

Study Objectives:

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Study Objectives:1. How to influence purchase

decision on premise

TNS wanted to apply this mobile approach to communicationsevaluation in US…

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Study Objectives:1. Monitor launches of new product2. Track reach of touchpoints3. Measure quality of attention

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For further information, please contact

Gabriella Bergaglio

Digital Practice Lead

Tel. +39.334.60.91.720

@:[email protected]

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