MRA - Florida Chapter Webinar oct 2011

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Market Research AssociationCurrent Mobile Research Trends

Justin Baileyand Lorelle Vanno

2


Agenda

1. Mobile Research Definitions

2. Changing Behavior

3. Life 360 World Cup case study

4. Best Practices & Guidelines

MRA – Mobile Research Webinar

3


An undefined problem has an infinite number of solutions.

- Robert A. Humphrey


4


What is Mobile Data Collection?

Active – In-the-moment

Passive – GPS Tracking

Observational – Photos

Qualitative – Open-ended

Quantitative – Surveys

Video – Digital ethnography

Telephone – Voice

Interactive – Gamification


5


Notable Elements of Mobile Surveying

1) Point-in-time

2) On-the-go

3) Quick-hit surveys

4) Relevant topics

5) Fun factor


Beware the slippery slope!!Photo by foxypar4

6


What do these things have in common?


Chia Pet

Pet Rock

Polyester JumpsuitPhoto by the prodigal untitled13

Photo by abooth202

Photo by lisatozzi

They’re all fads!!!

7


Mobile Research Constraints

1) The Smartphone “Fad” aka The Novelty Effect

2) Solve “The Case of the Shrinking Screen”

3) Web vs. App


Optimize mobile surveys using best practices

8

Copyright © 2011 The Nielsen Company. Confidential and proprietary. Photo by mikogo

Past Research

1. Taking online surveys on a smartphone –Callegaro; Peytchev & Hill

2. Optimizing the mobile survey

3. Nielsen’s mobile research – Life360

The Case of the Shrinking Screen

Citations: Callegaro, M. (2011). Do You Know Which Device Your Respondent Has Used to Take Your Online Survey? Survey Practice, April 2011.Peytchev, A and C. Hill (2010). Experiments in Mobile Web Survey Design : Similarities to Other Modes and Unique Considerations. Social Science Computer Review, August 2010 ,319-335.

9


Mobile Web Browser vs. Mobile App

• Mobile web browser – Internet provided on device

• Mobile app – Program downloaded onto phone

Considerations1. Connectivity2. Trust3. Flexibility4. Coverage5. Costs


10

Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar

Mobile Research

• Untested• Multi-faceted• Know your audience• Know your mode• Optimize accordingly

11


Life is like an ever-shifting kaleidoscope – a slight change and all patterns alter.

- Sharon Salzberg


12


Changing Behavior• How mobile is different

• Consumer expectations

• Engagement

• Changing our research–Culture specific–Reasons for participating / incentive


13


Changing Behavior – How Mobile is Different

• 35% of American adults own a smartphone

• ½ of mobile traffic on social network sites (SNS)

• Vast majority webpage views <1min

• 53% use mobile when waiting

• Mobile users consume 2X media of non-mobile

• New contact mode for hard-to-reach


14


Changing Behavior – Consumer expectations• The Digital Native < 35

• The Digital Immigrant > 35

• Heavy interaction increases expectation

Citation: Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, Vol. 9 Iss: 5, pp.1 - 6


15


Changing Behavior – Engagement• Engagement

–Mobile makes surveying / research fun–Saturation point–New competitors for respondents’ attention

Citation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK.


16


Changing Behavior – Changing our Research

• Changing our research–Engaging the new Digital Native–Making research interesting– Interacting with the respondent



17


Citation: Hoang, B. Mobile Exposure – Mobile Media Usage Data . Paper presented at the Mobile Research Conference, London, UK.


18


Changing Behavior - Incenting Participation

Two main reasons people participate in mobile research

1. They enjoy it (hedonic)

2. It fits in with the respondent’s self-identity (self-congruity)

Citation: Bosnjak, M. (2011, April). Self-administered Mobile Survey Workshop Paper presented at the Mobile Research Conference London, UK.


19


Changing BehaviorIf you want to persuade me, you must think my thoughts, feel my feelings and speak my words.

-Cicero• Not just technology, but behavioral change

• Heavy interaction increases expectation

• Engage and interact with the respondent

• Culture matters

• Focus communications on why people participate


20


It would be interesting to find out what goes on in that moment when someone looks at you and comes to all sorts of conclusions.

- Malcolm GladwellMRA – Mobile Research Webinar

21


Nielsen’s Smartphone Past – A Case Study•Based on digital ethnography

•Capture in-the-moment behavior

•5 studies since 2008


22


Life360 Studies – Completion Rates

Test Year Complete Rate

Sample Size

Time Length

AverageResp/Day

Media Consumption 2008 92.9% 112 10 days 8.0

Eating & Drinking 2009 87.7% 65 7 days 3.56

Daily Expenses 2009 97.4% 56 7 days 1.63

World Cup 2010 76.7% 413 33 days 4.42

Purchase Behaviors 2011 97.6% 42 3 months 0.31


23


Case Study: 2010 FIFA World Cup

•How do South Africans engage with the World Cup?

•33 Days – 5 surveys/day

• 413 participants in 4 cities

•Each survey 5-8 minutes

•Randomized alarming


24


Case Study: 2010 FIFA World Cup

Data Analysis – 2 components

1) Client-specific data

2) Success metrics


25


Engagement and Excitement

Life360

Source: Nielsen Life360 South AfricaAdults 16+ in Johannesburg, Pretoria, Cape Town & Durban

What type of TV programming did you watch? (Select all that apply)

11 June – 11 July* excluding days without games


26


Watching the World Cup Out of HomeDaily World Cup Coverage (%)

Source: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+)

June | July

Life360


27


World Cup Sponsors Life360

Source: Nielsen Life360 South AfricaAdults 16+ in Johannesburg, Pretoria, Cape Town & Durban

What brands stood out to you today?

11 June – 11 July

What ads have you noticed following sports today?

Unprompted Prompted


28


Life360 Reports in RatingPoint


29


33 X 5 X 413 =68,145 Total surveys sent

•Average completion rate: 76.7%•Women = 79.0%; Men = 74.4%

Measuring the World Cup – Compliance


30


% C

ompl

eted

Inte

rvie

ws

Day of Study

Percentage of Completed Interviews by Day


31


Completion Rates by Time of Day%

Com

plet

ed In

terv

iew

s


32

Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Presentation

Summary• Measured engagement and excitement at WC

• Provided in-the-moment data to clients

• Achieved high response over time

• Further refined Life360 methodology


33


Traffic signals in New York are just rough guidelines.

- David Letterman


34


Best Practices and Guidelines• General practices• 4 Must-haves of mobile• Recruitment• Navigation• Survey design


35


Best Practices – General Practices

• Mobile as a complement to other research

• Don’t use technology for technology’s sake

• Make it interesting

• Safety of respondents should be highlighted


36


Best Practices - 4 Must-Haves

1. Easy to participate

2. Cannot take too much time

3. Add value to the respondent

4. Based on reciprocity – a social exchange



37


Best Practices - Recruitment

• Text messages – Less is more

• Electronic recruitment – Monday morning is best

• Permission for data usage

• Be transparent


38


• Make it easy– Provide a swiping area– Provide “Next” and

“Back” buttons– Provide users “Save” and

“Exit” buttons– Reduce the number of

taps

Best Practices – Navigation

Citation: Cook, S., Sembajwe, R., Geisen, E. and Massoudi, B. (2011, May). Can You See it Now? Good: Usability Testing of a Mobile Health Application.” Paper presented at the annual meeting of the American Association for Public Opinion Research, Phoenix, AZ

Citation: Clark, J. (2010). Tapworthy: Designing Great iPhone Apps. Sebastapol, CA: O’Reilly Media, Inc.


39


Best Practices – The Survey

• Keep it simple and sensible

• Orient vertically

• Minimize scrolling

• Avoid difficult-to-use response options

• Try to avoid grids and graphics

• Keep your target device in mind

• Test your layout


40


• Make it interesting• Make it easy – to participate• Add value, it’s an exchange

•Make it easy – to navigate

• Recruitment – less is more, be transparent

•Make it easy – to respond to questions

Best Practices and GuidelinesI have made this [letter] longer, because I have

not had the time to make it shorter.-Blaise Pascal



[email protected]

[email protected]

Q&A

MRA - Florida Chapter Webinar oct 2011

Business

mra mobile research

mobile research conference

mobile research constraints1

mobile research definitions2

mobile researchconference

mobile research1

mobile survey3

nielsen company