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Mobile Research;the then, the now & the how

Simon GallagherHead of IIS Mobile Operations @Simon_Gallagher

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Today’s short session will cover:

Brief history of Mobile

Why Mobile?

The Mobile ‘Toolkit’

Changing your clients thinking

Designing for mobile

Mobile technology in research

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AGENDA

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A (VERY) BRIEF HISTORY

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A BRIEF HISTORY

Leveraging mobile enables you to conduct better research : more

representative/engaging/

Insightful..

For over 10 years, mobile research has been a technique used by the MR industry, evolving from simple SMS surveys to app-based quantitative and qualitative research

and also in browser online mobile surveys.

ACROSS MANY CATEGORIES

Customer / Employee

Satisfaction

Events & Advertising

Media Marketing/FMCG

Public / Private sector

ACROSS DEVELOPED & EMERGING MARKETS

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ADAPTING RESEARCH TO THE NOW

Both consumer habits and the market research industry have changed.

More and more consumers are using their phone to search for local

information, research products, and make purchases than ever before.

When it comes to the MR industry Mobile is at the top of new techniques used/considered with 64% of both clients and suppliers actively using it.* GRIT 2014

*OurMobilePlanet, UK Data, Google/MCT

*

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WHY MOBILE?

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MOBILE CHANGES RESEARCH

91 percent of adults keep their smartphones within arm’s reach* providing:

• Continuous access to respondents – at home, on the go, in the store , at an event.

• More natural responses – in the moment, at the time and place they buy, see, encounter, versus recall-based at the moment of our survey

• Immediate feedback is 40 % more accurate

• More context – picture/video capture, capture of volatile elements such as emotions/moods, sensory impressions

• Access to population segments who use Mobile only (eg. young targets)

• Fast turnaround – mobile phones are used regularly (100 x plus per day)

• Research beyond responses via passive measurement

(Source: Morgan Stanley)

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Mobile diaries and ethnographies to understand consumer behaviour more in depth, see differences you did not see before• Media, products, services, routines…

• Out of home research

In-store /Impulse purchase research to capture the experience and its triggers before respondents post-rationalize

Receptivity to brand communications, to see how respondents perceive communication when they encounter it • during campaigns, at events

Faster answers and better reach• Mobile sample increases reach and speed

Mobile capabilities such as geo-triggering, photo/video capture, and passive monitoring…

MOBILE EMPOWERS RESEARCH

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MOBILE ‘TOOLKIT’

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MOBILE TOOLKIT

DIARY / SURVEY / PASSIVE

APPLICATIONS

QUALITATIVE APPLICATIONS

SMSMOBILE IN-BROWSER

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MOBILE TOOLKIT – WHEN TO USE WHAT

Consider SMS if you…..

• Are asking a maximum of 3 questions at any one time;•Can not do surveys via App or in-browser (eg. For

feature phone samples)• Can design questions (including answer codes) to be

fewer than 160 characters;•Can have access to the sample’s mobile phone

numbers• Are not looking to show images or videos;• Want to send survey invitations or reminders, or allow

participants to initiate contact.

Consider the Diary / Survey Apps if you…..

•Need the ability to collect data any time, any place, even when no internet or data connection is available

•Need to conduct a longitudinal/diary study•Are looking to add context using location and

pictures/videos;•Have an existing relationship with the participants (i.e.

panels / customers) so they will accept to download the App

•Want to take advantage of smartphone tech (notifications , geotriggering etc)

Consider Qualitative Apps if you…..

•Are looking to carry out a simple qualitative study, particularly with a wide geographic reach

•Are looking for richer data collection including location, pictures and video;

• Are looking to hold discussions on a specific product / service / topic.

•Are looking for ‘in the moment’ qual.

Consider Mobile In-Browser if …..

•You are looking to survey visitors to a mobile website or you know people can complete surveys using their mobile internet browser;

•The survey is a one time interaction that can be completed when internet or data connection is available

•Want to carry out surveys on PC, mobile or tablet.• Have a simple survey, but need to add images to

questions or branding to the survey.

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But…

I’ve heard about this mobile research thingy, I’d like to do that!!! Here’s my 45 minute tracker, let’s do

this on mobile…

…CHANGING YOUR CLIENTS THINKING IS KEY

Mobile should only be considered when it’s fit for purpose, either as an addition to the traditional methods or when a client wants to use the devices capabilities to add context to the research (photos, videos, GPS Location etc).

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DESIGNING SURVEYS FOR MOBILE

LOI 5 10 15 20

Grid 58% 51% 48% 47%

Text open-end

10% 21% 22% 18%

Numericopen-end

10% 10% 10% 14%

Single select 18% 12% 13% 11%

Multi-select 3% 6% 7% 9%

US• Triggers are the same across all

sources and countries

– Grids contribute to about half of the in-survey abandonment

– Open-ended questions (especially text) contribute to another quarter

LOI 5 10 15 20

Grid 76% 56% 54% 58%

Text open-end

12% 19% 16% 21%

Numericopen-end

5% 15% 14% 3%

Single select 7% 7% 8% 9%

Multi-select 0% 3% 8% 9%

UK

LOI 5 10 15 20

Grid 76% 63% 71% 63%

Text open-end

6% 14% 13% 15%

Numericopen-end

6% 9% 7% 9%

Single select 8% 7% 4% 9%

Multi-select 5% 8% 4% 5%

China

SMP respondents; results for each column add to 100%

Relative contribution of each question type to the abandon rate (by LOI)

WHY IS THIS IMPORTANT?

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Tapping And Scrolling, Not Pointing And Clicking

Write For The Hyper Distracted Respondent

Become A Master At Tweeting

When In Doubt… Cut It Out

Simplify, Simplify, Simplify

Make Use Of Pictographs, Ideograms, Visualizations

Combine Questions To Get Concise Answers

Don’t Be Afraid To Experiment With New Methodologies

Test, Learn, Adapt, Repeat

…SOME TOP TIPS

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MOBILE TECHNOLOGY THAT EMPOWERS RESEARCH

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PICTURES, VIDEO, OUT OF HOME SURVEYS

See consumers through their own eyes

Your respondents are engaged and willing to share pictures and videos

- Pictures bring you closer to the consumer’s reality and habits – you almost become a fly on the wall

- Videos illustrate how they use or present your products or services

Mobile surveys catch people out of home, on the go, where PC based surveys do not reach them

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• Mobile phones are always-on sensors, creating a

360view of people's mobile usage; from application

downloads and mobile internet usage to media

consumption, life patterns and social activities

• A true picture of how they live their lives – without asking

a single question

• In the areas of

‐ Customer journey tracking

‐ Location: movements & places

‐ Application/Device usage

‐ Media exposure

‐ Advertising

‐ Mobile content consumption

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BEHAVIOURAL RESEARCH VIA PASSIVE MONITORING

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GEO-LOCATION RESEARCH

Representatives of your target group are recruited to install the relevant application & accept the geo-location study

Any location can be geo-fenced using its GPS coordinates

Triggers can be set to appear upon entry, exit, after a specific time dwelling, and/or after a pre-defined delay

Respondents are then asked to participate in a location survey or task with the ability to upload photos/videos for additional context, depending on the business/research question that the client needs answered

GEO-LOCATION: THE PROCESS OF FINDING, DETERMINING AND PROVIDING THE EXACT LOCATION OF A SMARTPHONE WHICH CAN BE USED TO TRIGGER RESEARCH.

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WHAT NOW?

Geolocation gets us to the store Beacons will get us to the shelf Stickers will get us to the product1 2 3

• Measure product interactions

(temperature, movement

sensors)

• Accurately pinpoint front door of

stores, at scale

• Trigger survey actions based on

proximity to points of interest,

before, during, or after moment of

interaction

• Core store and trade area mapping,

passively coded vs. respondent

defined or recalled

• Indoor location sensing

technology

• Can measure proximity to points

of interest, from store entry to

shelf closeness

• Can measure dwell time• Can push content to respondents

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Mobile Research;the then, the now & the how

Simon Gallagher, Head of IIS Mobile Operations