the future is in their hands
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Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
The Future’s
in Their Hands:
Exploring the application
of qualitative & quantitative insight
illumination methods
across the mobile platform
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
Context:
SKOPOS
Research on Research
Extent of (Active)
Mobile Research
Be aware: over 80% at home/work
when on ‘mobile’ (so not on the move)
80% at home/work
Source: GlobalPark 09
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
But is it
The Next Big Thing?
Source: Fly Research
Whenever, wherever, whatever
“When people leave home, they take 3 things with
them, their wallet, keys and mobile phone”Mobile
ubiquity
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
Does Mobile
Research Matter
(if so little is being
done just yet)?
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
The Drivers & Opportunities
The 5 R’s that drive mobile
Relevance
& fit
Reach
Response Speed &
Real-Time
Really
handy
Richness
Audience (e.g. youth)
Topic (e.g. mobile)
Client (e.g. Vodafone)
95% txts arr in 10 secs
94% of txts are read
(v 25% email)
2 x mobiles as PC’s
No location restrictions
All ages
Incl hard to reach ‘youth’
Always with you
Un-fixed location
Familiar
Photos
Videos
Diaries
Apps
To the audienceTo the topicTo the client
Mobile Networks, Mobile Media and Mobile Advertisers
so far more likely to request/use Mobile Research
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
And it has a Multitude
of Options &
Possibilities
Many Methods
within the Method
Short surveys
Quick polls
Ad hoc
Tracking
Verbatims/Opens
Verbatims/Opens
Txt-depths
Vox-Mobs
Life Diaries
Access Panels
Bespoke Panels
Omnibuses
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
Mobile Qual
Rich & Rewarding
Case Study: Skype Vox mobs
Source: SKOPOS Market Insight
Fast & rich insight.
Over a weekend mobile 5 min vox mobs
conducted regarding internet telephony.
Results analysed, edited and presented
to client following week.
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
Maximising the
Effectiveness of the
“In The Moment”
Medium
Case Studies
Ferry company CustSat
Shifted their CustSat
from face to face to SMS having observed
many passengers
‘playing’ with their
phones while in transit.
Saved money and also
provided customers with
instant relevant feedback mechanism,
that filled time.
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
The Obstacles,
Challenges &
Limitations
Unable to reach older, less ‘tech savvy’ respondents
Not as popular as online research (but great for short surveys)
Half a dozen questions is just about the limit in an SMS interview
Respondents may switch off sound, needs to be kept simple
Capabilities of handsets different (technical)
Screen small on many phones so seen as ‘fiddly’
Low awareness of message/data costs (concerns)
Source: GlobalPark 09
Irrelevance
& bad fit
Technical (Choices & Variations)
Psychological (concerns/reservations)
Long/complex surveys
Could be difficult
International Variance
Q. Will a survey regarding
health provisionfor the over 60’s,
including a conjoint exercise,
work over the mobile?
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
Mobile Apps
Deployed on selected
mobiles, can deliver
rich relevant
survey experiences
Embedded or downloaded
java-apps can provide more
visual ‘animated’ surveys
for event-driven (activated)
or in the moment polls and
CustSat
Mobile Apps
SKOPOS Case Study:
Network & Handset-Maker
Java survey-engine embedded on phone during repair.
Self-Activated once phone used again delivering short CustSat (Repair) Survey.
Survey kept short via derived importance, for instance.
Source: SKOPOS Market Insight
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
So What’s Next?
What’s out there for mobile?
What’s possible?
2D/QR codesSurvey links can be imbedded into QR codes.QR Code (2D Code) contains information in both the vertical and horizontal directions.
These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products.It means surveying people in situ.
BluetoothFixed location boxes enable surveys of people at-ads, in-stores (POS), in shopping mails, on planes, in cinemas, etc.
What’s possible?
2D/QR codesSurvey links can be imbedded into QR codes.QR Code (2D Code) contains information in both the vertical and horizontal directions.
These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products.It means surveying people in situ.
BluetoothFixed location boxes enable surveys of people at-ads, in-stores (POS), in shopping mails, on planes, in cinemas, etc.
*Courtesy of Fly Research
Location-Based Research(detected and/or triangulated)
NB: Location-based Research (LBR) 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 consumers.
Opportunity: LBR
Partner credits - thank you
HHB Dialogue - www.hhbdialogue.com
Fly Research - www.flyresearch.com
Broca Mobile - www.brocaplc.com
Dialogue Mobile Marketing - www.dialogue.net
One Point Surveys - www.onepointsurveys.com
Globalpark - www.globalpark.org.uk
IPSOS - www.ipsos.com
Meaning - www.meaning.uk.com
Kantar Media - www.kantarmedia.com
Mobile Research Conference 2009/2010 - www.mobileresearch09.com
The following companies/events helped in the preparation of this session...
Qualitative Consumer Research & InsightsApril 2011
Scott DodgsonSKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info
Thank you
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