award winning innovation in mobile research · award winning innovation in mobile research...
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Award winning innovation in mobile research
Innovation in Research Conference, 4 May 2011
AJ Johnson
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The Global mobile revolution
0
20
40
60
80
100
120
Global Developed Developing
Source: International Telecommunication Union (October 2010)
Number of mobile subscriptions per 100 people
TurkeyInternet penetration = 41%*Mobile penetration = 78%**
* 12+ individuals who uses internet at least once a month (Souce: Ipsos KMG Internet Penetration Structural Study)
** Souce: Ipsos KMG Communication Monitor: Dec 2010
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The importance of mobile web in emerging markets
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10
20
30
40
50
60
70
Egypt
IndiaSouth Africa
Ghana
Kenya
Nigeria
Indonesia
Thailand
China
US UKRussia
Percentage of mobile Web users who never or infrequently use the desktop Web
Source: On Device Research (December 2010)
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The rise of smartphones
2011: The year smarthphones outsold PCs
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Smartphone penetration per country (EoY 2010)
Note eMarketer numbers are estimates based on various sources, whereas comScore, Nielsen, Exact Target, Initiative and mobileSQUARED are survey results, therefore we see significant differences in estimates.
Sources: [1] comScore, [2] mobileSQUARED, [3] The Nielsen Company, [4] eMarketer, [5] Adzookie, [6] Initiative, [7] Telenor, [8]Reuters (TAC), [9] TeliaSonera
Smartphone penetration by country
TurkeySmartphone penetration = 20%Source: GfK technology panel
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How research can benefit from the advancing use of
mobile phones
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10
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30
40
50
60
70
80
90
100
Western Eur
North America
Eastern Eur
AsiaPa (Exc Japan)
JapanM
iddle East / Africa
South / Central America
2009
2014
Penetration of 3G handsets
Source: Ovum; Morgan Stanley (Dec 2009)
US Europe Japan
Used browser
Used app
Sent SMS
Used IM
Sent email
Took photo
Social network or blog
36.4 28.8 55.4
34.4 28.0 53.3
68.0 82.7 41.6
17.2 14.2 3.6
30.5 22.2 57.1
52.4 57.5 62.9
24.7 18.0 19.3
%
Mobile behavior in United States, EU5 (UK, Germany, France, Spain and Italy) and Japan – October, November, December 2010Percent of total mobile audience (Age 13+)
Mobile usage
Source: ComScore MobileLens (Feb 2011)
Turkey3G penetration = 22.8%Source: Information and Communication Technologies Authority – Q3 2010
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The opportunity for mobile research
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10 years ago, would we have laughed at someone who said this?
“In the future almost every consumer will carry a research device for 19 hours a day. Researchers can communicate with them at any time, ask questions, receive images, videos and location information to collect ‘in context’ feedback at theexact point of experience.”
That time has come!And it’s only the tip of the iceberg!!
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Respondent
PrerogativeSample Gap New Insights
The opportunities for mobile research
B
AC
Teens
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Measure: internet browsing, application download and usage, calls, messages and other phone features
Survey: SMS, mobile web / WAP and mobile application
Understand: Capturing rich experiences via diaries, capturing locations, photos, video and sharing experiences with others
Survey
Understand
Measure
Ipsos Mobile 360°
Using mobile to understand the consumer 360°
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The challenges of mobile research: Competition for face
time
or
What shall I do next?
250,000 iPhone Apps
140,000 Android Apps
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Award winning mobile research
Case study 1: The Great British Weekend
Winner of Next Generation MR Disruptive
Innovation, 2010
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We asked 300 Ipsos
panellists to tell and
show us what they were
doing at the weekend
using their own mobile
phones
Introducing the Great British Weekend
Demo
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Activity level
Average Entries Per Participant 8.03
Average Total Entries Per Day 2.7
Included Photos 55%
Included GPS Coordinates - All 38%
68%Included GPS Coordinates – Sub*
Compliance - Quantity Compliance - Quality
*%of participants who provided at least 1 GPS coordinate
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Activity level
Question Name: What are you doing?
Longest Entry
Average length of text (number of words)
Question Name: Where are you?
3.9
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Visual Trend Spotting: Dynamic Review
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Visual Trend Spotting: Food
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Visual Trend Spotting: Media
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Story Telling: 27326349:
At work, at a party or shopping!
Participant starts her Friday
in a relaxed mood, checked
her emails and Facebook
before going to work. Came
back home and prepared
dinner. She worked on
Saturday for half the day and
went to her friend’s
engagement party, it was a
happy Saturday. She woke
up late on Sunday, went out
for a boring shopping trip
but back at night she relaxed
and enjoyed a glass of red
wine.
Time: 12:52 PM
Activity: Checking e-mails
and Facebook
Time: 1:18 PM
Activity: Serving in Boots
and reorganizing stock on
the shelves.
Time: 10:41 PM
Activity: Waking up and
checking emails and FB
Time: 7:41 PM
Activity: At an engagement
party
Time: 2:04 PM
Activity: Shopping
Relaxed
Happy
Amused
Happy
Bored
Relaxed
Time: 8:17 PM
Activity: Watching Eastenders
Omnibus and enjoying a glass
of red wine
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Day-in-the-life Mapping: Get to know the real me
21541737: The Big Game
Click for
video Demo
GE
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Concerned about cost of data use 32%
Concerned about having location tracked 23%
Diary too intrusive into my private life 3%
Receiving text / SMS reminders to be intrusive 6%
Follow-Up: Participants
% Top Two Box (Strongly agree, Tend to agree)
* Small base: GBW total participants 37. Data based on follow-up survey 31respondents, 6 missing.
Nobody‟s Unpredictable
AJ Johnson
Alarm clock
GPS / Location
Calendar
Phone
Internet
Media player
Applications
My mobile does!!Do you know this about me?
Innovation 2: Mobile passive measurement
Nobody‟s Unpredictable
The UK Ipsos pilot with over 100 participants
Application
downloaded
onto mobile
device
Mobile Internet
Media &
Music
Applications
Device
Life Patterns
Movements
& Places
Communications
Application has 50+
meters measuring
behaviours
Yes
No
MobiTrack
We would like to ask you a few questions regarding your voice call.
Ability to pop-up short
surveys to complement
passive data
Nobody‟s Unpredictable27
Smartphone applications
Social media
Life patternsLocations and movements
User interface activity
Media consumption
CommunicationsUser
satisfaction
Insight on user behaviour
Nobody‟s Unpredictable
Case study 3: Live media interaction via
mobile
Mobile night at the Oscars
Innovation Award Winner
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Live interaction with media via mobile
Objective:To create a game orientated engagement and research application to:• Maintain and increase participation in panels and communities• Integrate research opportunities into fun and enjoyable experiences
The Oscars is the movie industry’s premier award ceremony watched by one billion people worldwide
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Mobile night at the Oscars
“We took the idea of our digital Oscar „backstage pass‟ and applied it to research. Instead of going behind the rope, we went in front of the living room couch to listen and interact in real time as they responded to the show”
Charles Kennedy, SVP, ABC Research
Research conducted during event
• Context questions to understand the viewer and how they watched the show• Predictive questions around the show• Feedback and satisfaction questions on the show• Advertising, sponsorship and TV pilot recall• Attitudes to new digital media and changing media behaviour
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Interacting with 102 Ipsos panellists during the live
3.5 hour TV show
• A live host moderated the
research event
• Participants engaged in live chat
throughout the event
• Frequent polls and instant
feedback of results pushed to
mobile devices
• Topical questions created on the
fly
• „Worm‟ type reporting to rate parts
of the show
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Oscars event feedback
The app made the TV
show more enjoyable 76%
Would watch more
TV award shows 79%
Would recommend
to others80%
'I enjoyed it as it made a difference to
just watching the show‟
„This app can do wonders‟
„This app has made this the first time I
have sat through the awards‟
„It was great that you were actually
moderating, and listened to all of our
thoughts‟
Enjoyed
Innovative
Interesting
86%
91%
86%
• 75% of participants remained
engaged and active for more than
three hours
• Over 3,000 participant comments
were generated during the event
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…and finally. Key mobile research take-aways
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1. Mobile research is not the future it’s the now
2. Mobile market research is far more than just surveys
3. Mobile enables 360° x 24 hr understanding of the
consumer at the point of experience
4. Mobile has its limitations but play to the strengths
5. It is a new, fast evolving ecosystem – It’s time to
innovate
…and finally