Research in the Mobile Mindset Smartees Webinar This is the full slidedeck of our ‘Research in the Mobile Mindset’ Smartees Webinar (GMT session). The main focus is on how market research can help brands with their mobile marketing challenge. The main theme is elaborated, followed by some interesting case studies from Kinepolis, Andres & Vodafone.
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Research in the Mobile Mindset
Smartees Webinar
This is the full slidedeck of our ‘Research in
the Mobile Mindset’ Smartees Webinar
(GMT session). The main focus is on how
market research can help brands with
their mobile marketing challenge. The
main theme is elaborated, followed by some
interesting case studies from Kinepolis,
Andres & Vodafone.
2012 BEST PRESENTATION
ESOMAR 3D
Sébastien Van Laere Research Consultant, InSites Consulting
745.000.000 smartphone users
No environment is 100%
mobile-free anymore
35% 41% 64%
@Annaliezze
@Sebastienvl
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
THE CONSUMER VIEW
ALL DEVICES, ALL THE TIME, YOUR CHOICE
The Consumer View
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87% 84% 84% 79%
The Consumer View
WHERE DO YOU EXPECT TO SEE
ADVERTISING?
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“There’s no doubt about it,
facebook is a mobile company”
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Welcome in the
mobile research space!
Are you ready to jump?
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Are you ready for the mobile MRX quiz?
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New Opportunities New Risks
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?
? ?
?
Exploring
? @Annaliezze
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Recruitment
Mobile = online + offline research
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Should we worry?
Socio demographics Technological advanced Engagement
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Profile?
Impact?
Satisfaction?
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Time to reach 400 participants?
4 hours 4 days 4 weeks @Annaliezze
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1/Recruitment
?
?
?
Exploring
? @Annaliezze
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Get access to real behaviour
New information
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In the heat of the
moment?
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1/Recruitment
? ?
Exploring
?
2/Surveys
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How about mobile & MROCs?
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15 inch
4,3 x less engagement?
3,5 inch
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Does mobile make community members
less engaged?
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Yes No
Using the mobile app really
helps me staying in touch
more with the community “ “
Does mobile make community members
less engaged?
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15 inch
Mobile leads to less rich data?
3,5 inch
Yes No No
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Members don’t post more, but…
…more contextual & personal stuff
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@McDonaldSimon
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More engagement
Richer contributions
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1/Recruitment
? ?
Exploring
@McDonaldSimon
@Anoukw1
?
2/Surveys
3/ Communities
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Mobile marketing
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Customer trial journey
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1/Recruitment
? ?
Exploring
@McDonaldSimon
@Anoukw1
2/Surveys
3/ Communities 4/ Mobile marketing
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And..in all phases of the research!
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1/Recruitment
? ?
Exploring
2/Surveys
3/ Communities 4/ Mobile marketing 5/ Reporting
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Discovering new territory
A new eco system
New information
Mobile marketing
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Get in
touch
Sébastien Van Laere, Research Consultant
+44 20 7870 2571
Annelies Verhaeghe, Head of Research Innovation
+32 9 269 14 06
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