MRS SKOPOS Mobile Webinar PART 2

MRS Webinar - November 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

2


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.

4

& mobile for over 10 years

5


Session 2

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

- Getting it right- Case Studies- Where next?

6Scott Dodgson MMRS



Source: ComScore, November 23rd 2010

iPhone 5 to be launched late 2012?

7

Short surveysShort surveysQuick pollsQuick polls

Ad hocAd hocTrackingTracking

Verbatims/OpensVerbatims/Opens

Access PanelsBespoke Panels

Omnibuses

8

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

Reminder: 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

9


10Scott Dodgson MMRS


Mobile Quant

Fast & Effective

SMS / Text


Text survey advertised on hospital walls.

Incentive?

Free?

11

OPENOPEN

SCALESCALE

LOCATION LOCATION

RATINGSRATINGS

6 QUESTIONS6 QUESTIONS

12

Ferry Company CustSat

Shifted their CustSat Shifted their CustSat from from face to face to SMS face to face to SMS having having observed many passengers observed many passengers ‘playing’ with their phones ‘playing’ with their phones

while in transit.while in transit.

Saved money Saved money and also and also provided customers with provided customers with

instant relevant feedback instant relevant feedback mechanism, mechanism, that filled time.that filled time.

13

Text task/QuestionsText task/Questions

14

Source: Sparkler/Channel4Source: Sparkler/Channel4

AutoAutoCodingCoding

Quick PollQuick Poll

Closed Closed & &

OpensOpens

Same pattern but higher ratings

DirectDirectActionAction

15

16

Q1000

Every week Fly conducts an omnibus to its rapidly responding

Teen PanelYoung Professionals Panel

of 11-25 year olds with 1000 balanced responses guaranteed!

Notify Fly by Monday evening to include your questions.

Surveys are answered on Wednesday/Thursday with results delivered on Friday!

No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research….and more rapid response.

Q1000

Every week Fly conducts an omnibus to its rapidly responding

Teen PanelYoung Professionals Panel

of 11-25 year olds with 1000 balanced responses guaranteed!

Notify Fly by Monday evening to include your questions.

Surveys are answered on Wednesday/Thursday with results delivered on Friday!

No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research….and more rapid response.

Panel/Omnibus

16




Mobile Web

Best for inviting or intercepting users of

mobile websites


In the moment for mobile users/surfersIn the moment for mobile users/surfers

18

In situIn situ& on-site& on-site

19




Mobile Apps

Deployed on selected mobiles, can deliver

rich relevant survey experiences


Embedded or downloaded Embedded or downloaded java-apps can provide java-apps can provide

more visual ‘animated’ more visual ‘animated’ surveys for surveys for event-driven event-driven

(activated) (activated) or in the or in the moment polls and CustSat.moment polls and CustSat.

Mobile Apps

21

Mobile Apps: Case Study

22

Java survey-engine Java survey-engine embedded on phone embedded on phone

during repair.during repair.

Self-activated once Self-activated once phone used again phone used again

delivering short CustSat delivering short CustSat (Repair) Survey.(Repair) Survey.

Survey kept short via Survey kept short via derived importance, for derived importance, for

instance.instance.

SKOPOS market insight -SKOPOS market insight -Network & Handset-MakerNetwork & Handset-Maker

23

DIY iPhone Apps

Source: Research Live, May 2010Source: Research Live, May 2010

iPhone Apps

24

• 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%

25

26

Customer journeyCustomer journey

Absorbing

Planning

Obtaining

Sharing

How encountered?How encountered?

Which brand Which brand encountered?encountered?

How this makes How this makes you feel?you feel?

What did you do as a What did you do as a result of the encounter?result of the encounter?

trigger

trigger

trigger

trigger

I am not interested

I am interested

Questions asked at each Questions asked at each brand interaction:brand interaction:

The physical location of all brand The physical location of all brand interactions are mappedinteractions are mapped

Through the use of the mobile platform, we can now physically map the customer journey - asking participants to record each brand interaction (and the action taken) in relation to a specific category (e.g. utilities).

I’m an advocate

Paths to purchase

27




Mobile Qual

Rich & Rewarding


Qual: What are the Options?

29

Embracing the innovative - not as a replacement, but as an augmentation

Qualitative: Beyond Questionnaires in Armchairs!

Capturing the mood/emotion and how it impacts upon consumer

attitudes and behaviours

Social insights Peer-to-peer research

NPD activity

Mood - in the Mood - in the emotion - Researchemotion - Research

Studying consumer behaviours, opinions, motives & concerns in a

digital environment

NetnographyNetnographyCo-creational Co-creational ExplorationExploration

Tasks can either be show & tell/describe or filming/sharing

Pre-recruited participants blog/video about specific activities/experiences

Mobile Mobile EthnographyEthnography

Smartphones now facilitate the ability to access the immediate impact, context & emotion of

events and activities

Mobile Mobile Qualitative Qualitative

Digital Blogs & Digital Blogs & Video DiariesVideo Diaries

24/724/7OpenOpen

ExchangesExchanges

31

VoxMobsVoxMobs

VoxPops VoxPops over the mobileover the mobile

Panel requiredPanel requiredwith correct techwith correct tech

32

Case Study: Skype Vox Mobs

SKOPOS market insight SKOPOS market insight

Fast & rich insight.Fast & rich insight.Over a weekend mobile 5 minOver a weekend mobile 5 minvox mobs conducted regarding vox mobs conducted regarding

internet telephony.internet telephony.

Results analysed, edited and Results analysed, edited and presented to client following presented to client following

week.week.33

34

Qual: Life Diaries

35

Source: Ipsos

36

Picture capture, whenever, whereverPicture capture, whenever, wherever

37

Picture capture, whenever, whereverPicture capture, whenever, wherever

38

i°Communities™ mobile are online platforms where consumers can engage in research anytime, anywhere with an app on their smart phone

Discussions, flash polls and mobile-enabled surveys

Makes it easy for consumers to spontaneously share what’s on their mind

With photo and video upload,research communities

become an even more vividreflection of consumers’ lives.

39

Reach your community members in real-time via push notifications Branded mobile app to engage your users Build your reward inventory - you define how your users get rewarded Run location aware research projects

Apps for all leadingApps for all leadingsoftware systemssoftware systems

40




So What’s Next?


What’s out there for mobile?

Full internet surveysFull internet surveys

Location-based research Location-based research

Richer & richer experiences Richer & richer experiences

New methods… New methods…

Better devices and screens Better devices and screens

StandardsStandards

42

Richer & RicherRicher & Richer

43

With Older Phones, With Older Phones, switching to Online was preferredswitching to Online was preferred

With iphones, staying mobile is preferredWith iphones, staying mobile is preferred

44

Personal Interviewing reinventedPersonal Interviewing reinvented Multimedia interviews possible Multimedia interviews possible

More do-it-yourself surveysMore do-it-yourself surveys Increased respondent co-operationIncreased respondent co-operation More embedded market researchMore embedded market research

45

Location-Based ResearchLocation-Based Research(detected and/or triangulated) (detected and/or triangulated)

Opportunity: LBR

NB: Location-based Research (LBR) is still difficult due to issues of privacy (identifying respondent-location without their permission).

It is (more) possible, however, amongst opt-in/contracted business/employee audiences.

Opt-in crucial here for consumersOpt-in crucial here for consumers

46

Location detection & trackingLocation detection & tracking47

Multi-mode, more & moreMulti-mode, more & more

48

Fusion & Linkage: Video Pen Portraits

SKOPOS Kwal Unit conducting large-SKOPOS Kwal Unit conducting large-scale multi-phased research for Global scale multi-phased research for Global Bank.Bank.

Qual Stage involves Focus Groups Qual Stage involves Focus Groups combined with Online Diary and Mobile combined with Online Diary and Mobile Pen Portraits.Pen Portraits.

Each respondent provides 5 min ‘meet Each respondent provides 5 min ‘meet me’ video profile to complement the me’ video profile to complement the other findings.other findings.

SKOPOS market insight SKOPOS market insight

49

WAP survey & online forumWAP survey & online forumSource: Kantar Media online community discussion among England

football fans following the World Cup, 10-14 November 2010

50

51

Automatic capture of data on the mobile – similar to cookies on PC/webAutomatic capture of data on the mobile – similar to cookies on PC/web

Passive MeasuringPassive Measuring

52

SKOPOS MTrackTM

UK active digital society

Heard of augmented reality

16%

53

Reminder: 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

54

55