Mobile Innovations Workshop – best practices for in-the-moment data capture

ARF Re:think 2013

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Smartphones Now Dominate Mobile Share In Most Developed Countries

• 2013 estimates say 1.4 billion smartphones and 268 million tablets in active use (not just units shipped)

• Android leads in smartphones; iOS in tablets

• End Of Year 2013 estimates:

• 45 million Windows phones; 20 million Blackberries (3.2% and 1.4%, respectively)

• Android = 798 million handsets (57% share); iOS = 294 million devices (21% share)

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Geo Surveys

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Behavioral

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Rich Media Uploads

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In-The-Moment Surveys

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Product Usage Global CPG wanted to learn about the situations and scenarios that cause consumers to take over-the-counter medications.

Research Now Mobile created a mobile diary study to capture In-The-Moment sentiments and rich data. 200 respondents completed 2,522 surveys over two weeks

CASE STUDY

• Also include barcode scans

• Rich media uploads

• High level of respondent engagement

• High daily survey response rate

“The mobile learnings that we gained from Research Now Mobile will have multi-faceted usage over many years for our brand. The data will guide media placement choices by sparking relevant comparisons in market and giving us an understanding of the weaknesses of our brand, as well as the competition, in the consumers own words.

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Home Ethnography How comfortable are respondents with qualitative aspects of mobile research?

Research Now Mobile invited 3,500 panellists to take part in a home ethnography study designed to understand respondents’ willingness to participate in qualitative parts of mobile studies, particularly media uploads.

CASE STUDY

• 679 completes in 2 days, despite the study being long & media intensive

• 97% scanned barcodes

• 99% uploaded pictures

• 82% uploaded audio

• 80% of those with pets uploaded videos

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Retail Survey

How does a major FMCG company get shopper feedback on their in-store displays?

Research Now Mobile created a mobile survey for shoppers, whose locations were validated by GPS data, to complete while inside targeted supermarkets.

CASE STUDY

• Respondents uploaded photos of in-store displays and scanned UPC barcodes of products

• Geo-fencing ensured the survey was available only when respondents were in the store, ensuring strong validation and data quality

• Rich In-The-Moment data and insights

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Best Practices for Mobile Research

Sample selection/recruitment

Targeting best

Questionnaire design

Length

Use of rich media

Careful what you ask for

Types projects

Geo

Diary

Behavioral

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Contact

Mike Billingsley

Vice-President, Global Client Development,

Research Now Mobile mbillingsley@researchnow.com