catching the moving targets

Catching the moving targets

Consumers are going mobile.

Pala Kuppusamy

CEO, Research Now Mobile (formerly iPinion)

It’s not about whether you

You will have to

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Myths

• People won’t do app/mobile surveys

• Not meant for everyone

• Not representative

• Only developed countries

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Myths: People won’t do app/mobile surveys

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Myths: Mobile research is not for everyone

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Myths: Mobile is not representative

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Myths: Mobile research is just for developed countries

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Catching where it matters

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Catching in the way it appeals to them

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Catching when it is fresh

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Catching it vivid and rich

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Catching when they are available

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Catching them young

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Real life Example: Movie goer study

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Geo location study with Venue trigger

• All major movie halls in the country fenced

– Using Foursquare – the largest venue database

• Highly targeted

– 489 people tripped the fence

– 308 completed the survey

• No painful screeners

– Those who went to a movie hall get invited

• High quality

– No false claims

– Triggered and validated with geo location

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Real life Example: Shopper study

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Geo-fenced in-store shopping survey

• Study targeted shoppers at Supermarkets, Grocery stores and club stores

• Triggered by geo location

• Bar code scans, picture of receipts for validation

• Cross channel invitation vs completion

– 894 invited; 334 completed

– 189 invited; 78 completed

– 164 invited; 71 completed

• High compliance for bar code scanning, image uploads

© 2012 Research Now

No survey results / pictures shown due to client confidentiality

Real life Example: Home ethnography

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In home immersion studies with rich media inputs

• Target : 600 completes in 2 days

– with rich media inputs on snacks, pets

• Invited 3548 people. Received 678 responses in 2 days

– 658 scanned barcodes

– 673 uploaded pictures

– 557 uploaded audio

• Of 361 who had pets, 289 uploaded video

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Mobile research sweet spots

GREAT with Mobile

• In-store surveys

• Ethnography with media inputs

• Basket of goods - scan

• Diary with timer / calendar trigger

• Location triggered

• In the Moment

Better with Mobile

• CSAT

• Concept testing

• Awareness studies

• Geo location tracking

• Usage study

• Interviewer / CAPI

• CLT Studies

• Youth targets

It’s not just about app; it’s about people too

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Thank You

Pala Kuppusamy

CEO, Research Now Mobile (formerly iPinion)

pkuppusamy@researchnow.com

+1 614 822 8889