MRS SKOPOS Mobile Webinar Part 1

MRS Webinar - October 2012

Mobile-Based ResearchOptions & Best Practice

Hands On Research Is HereBut How Do We Handle It?

1Scott Dodgson MMRS

Paula Juson AMRS, AQR

SKOPOS market insightwww.SKOPOS.info

http://www.skopos.info/

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Introductions

3Scott Dodgson MMRS




Scott DodgsonScott DodgsonDirector - Research, Insight, Consulting, SKOPOS market insightDirector - Research, Insight, Consulting, SKOPOS market insightEver since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated by technology, and its various applications. Over recent years, he has been absorbed by understanding how consumers interact within the digital space - the convergence and connectivity between network platforms, technologies and digital media; and in providing clients with actionable information on the emerging, and evolving, opportunities and challenges this presents.

Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth Financial, Coca Cola, Royal Mail, DHL and many more.

Paula JusonPaula JusonDirector - Research, Insight, Consulting, SKOPOS market insightDirector - Research, Insight, Consulting, SKOPOS market insightPaula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video studies - running alongside the more traditional quantitative methodologies. She views mobile research as a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback – helping to provide ‘real’ consumer illumination.

Over the last 15 years she has conducted research across a wide range of sectors and genres, helping clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This has included customer experience optimisation (across digital and non digital channels); ideation & proposition development; as well as various U&A studies - incorporating behavioural segmentation.

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SESSION 1

Mobile Research - An Overview

Options, Opportunities & Obstacles



& mobile for over 10 years

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What is Mobile Research?



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The channel rather than the topic of

Research

Focus on Active v Passive

Techniques

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Context:

SKOPOS Research on Research

Extent of (Active) Mobile Research



High data costs

Technical difficulties

Voice/ SMS usage ruled

Virtually zero mobile content consumption/ commerce

Lacked audience relevanceLacked audience relevance

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Lacked method relevanceLacked method relevanceSKOPOS reviews over 2000 - 2003:

concluded with:

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http://images.google.com/imgres?imgurl=http://www.dtc-worldwide.com/images/custom_esomar.jpg&imgrefurl=http://www.dtc-worldwide.com/customresearch.html&usg=__EvwnJlVsXGIqa7TWwfdSXgD9UwY=&h=133&w=132&sz=6&hl=en&start=11&um=1&tbnid=25QL1Cpr6VMSeM:&tbnh=92&tbnw=91&prev=/images?q=esomar&hl=en&rls=com.microsoft:*:IE-SearchBox&rlz=1I7SNYK_en-GB&sa=N&um=1

Be aware: over 80% at home/work when on ‘mobile’ (so not on the move)

80% at home/work

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“The issue for me is it’s only suitable for asking one or two questions, whereas we

tend to want to use longer surveys.”

Dee Knott,Insight Manager

“I think mobile is the current flavour of the month – it is hugely powerful for quick,

location based stuff, but as with many new innovations some are currently seeing it as the solution to everything which it clearly

isn’t.”

Tim BrittonCEO, YouGov

Source: Meaning Research 2010 Lacks agency and client relevance?Lacks agency and client relevance?

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But is it The Next Big Thing?



We think the market is ready...

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76%Global reach for mobile

subscriptions withinworld populationSource: International Telecommunication Union

• Reaches the most difficult of geographies and situations

Source: Market Research

Global Alliance

Virtually everyone has a mobile

Audience relevanceAudience relevance

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The numbers involved are now sizeable!

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Source: HubSpot, 2012

““When people leave home, they take 3 things with them, their wallet, keys and mobile phone”

MobilesAre wallets

& of course, it’s Anytime, Anyplace, Anywhere

Audience relevanceAudience relevance 20

With richer content arriving all the time...

Audience relevanceAudience relevance

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Source: HubSpot, 2012

Smartphones drive mobile engagement...

Audience/topic/research relevanceAudience/topic/research relevance

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Media players, addresses, wallets, what next?

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Numbers are

addresses

MobilesAre

wallets

Audience/Topic relevanceAudience/Topic relevance

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17% have paid/ordered using mobile

Have bought online 95%

Have ordered something via social network sites 6%

SKOPOS MTrackTM

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26Audience/Topic relevanceAudience/Topic relevance

All especially for the young(er) ones...

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Does Mobile Research Matter

(if so little is being done just yet)?



Source: GlobalPark

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Mobile-Only HH’s More Prevalent...

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Source: Neilsen

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Surveys getting richer & better...

*Courtesy of Fly Research

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And it has a Multitude of Options & Possibilities

A Multi-Channel Channel

Many methods within the Method



Short surveysShort surveysQuick pollsQuick polls

Ad hocAd hocTrackingTracking

Verbatims/OpensVerbatims/Opens

Access PanelsBespoke Panels

Omnibuses

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Verbatims/OpensVerbatims/OpensTxt-depthsTxt-depthsVox-MobsVox-MobsLife DiariesLife Diaries

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Qual: What are the Options?

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The Drivers & Opportunities



The 5 R’s that Drive Mobile Audience (e.g. youth)Audience (e.g. youth) Topic (e.g. mobile)Topic (e.g. mobile) Client (e.g. Vodafone)Client (e.g. Vodafone)

95% txts arr in 10 secs95% txts arr in 10 secs 94% of txts are read 94% of txts are read (v 25% email)(v 25% email)

2 x mobiles as PC’s2 x mobiles as PC’s No location restrictionsNo location restrictions All agesAll ages Incl hard to reach ‘youth’Incl hard to reach ‘youth’

Always with youAlways with you Un-fixed locationUn-fixed location

FamiliarFamiliar

PhotosPhotos VideosVideos DiariesDiaries AppsApps

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To the audienceTo the audienceTo the topicTo the topicTo the clientTo the client

Mobile Networks, Mobile Media and Mobile Advertisers Mobile Networks, Mobile Media and Mobile Advertisers so far more likely to request/use Mobile Researchso far more likely to request/use Mobile Research

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Local & GlobalLocal & Global

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Mobile is a great platform on which to access niche marketsMobile is a great platform on which to access niche markets

Mobile-only internet marketsMobile-only internet markets(mostly emerging)(mostly emerging)

The youth marketThe youth market

Source: Lightspeed Research

India 49%Opera Software

China 12%CNIC

49 million

578 million

Source:

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Source:

Geo-location based responsesGeo-location based responses

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• Just like mobile ads, surveys are embedded into related mobile apps

• A “litmus test” before launching full-scale (higher budget) research

• A response rate of 6-16%

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The Obstacles, Challenges &

Limitations



Key Obstacles & Limitations

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Unable to reach older, less ‘tech savvy’ respondentsUnable to reach older, less ‘tech savvy’ respondentsNot as popular as online research (but Not as popular as online research (but great for great for

short surveysshort surveys))Half a dozen questions is just about the limit in an Half a dozen questions is just about the limit in an

SMS interviewSMS interviewRespondents may switch off sound, needs to be kept Respondents may switch off sound, needs to be kept

simplesimpleCapabilities of handsets different (technical)Capabilities of handsets different (technical)

Screen small on many phones so seen as ‘fiddly’Screen small on many phones so seen as ‘fiddly’Low awareness of message/data costs (concerns)Low awareness of message/data costs (concerns)

Q. Will a survey regarding

health provision for the over 60’s,

including a conjoint exercise,

work over the mobile?

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What do I do?

Why not take a mobile survey?

Costs key barrier so far

(but reducing)

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Mobile Diary Mobile Diary with Geo-Trackingwith Geo-Tracking

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**

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It’s different !

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http://www.onepointsurveys.com/Default.aspx




Finally: Simple Solutions

& Some Success Stories



Best Practice Guide

1.1. Ensure mobile method fits with audience/topic/clientEnsure mobile method fits with audience/topic/client

2.2. Keep Surveys Short & Simple... 5 questions?Keep Surveys Short & Simple... 5 questions?

3.3. Engaging (Reassuring) Invites (+ opt-in)Engaging (Reassuring) Invites (+ opt-in)

4.4. Meaningful Incentives/RewardsMeaningful Incentives/Rewards

5.5. Keep Respondents Engaged (flow and above)Keep Respondents Engaged (flow and above)

6.6. Plan and work around country variationsPlan and work around country variations

7.7. Consider and work with best (technical/panel) partnersConsider and work with best (technical/panel) partners

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More Next Week...






Next Session (2)

More Detail on Mobile Research - maximising the effectiveness of the “in the emotion” medium

- Getting it right- Case Studies- Where next?




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