Mobile research webinarwithfly-f-9june1020
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Mobile research webinarwithfly-f-9june1020

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The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market ...

The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market demand. Research respondents simply aren't engaging through traditional techniques the way they used to, and the mobile phone meets their demands for convenience and the ability to select the time and place to share their opinions. Drawing on learnings from Globalpark's annual Mobile Research Conference, research-on-research and practical experience, Globalpark and Fly Research outlined:

. What mobile research is and why it's important
. The opportunities and challenges it presents
. The importance of mobile panels
. Real-world examples of applied mobile research
. Best practices to reap rewards and minimize risk

Research and case studies have shown that mobile can be the best (and sometimes only!) way to capture feedback from individuals, and engage them on a more personal level for enriched insights.

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  • WAP and SMS are important for inviting participants,MMS is important for collecting pictures of “in the moment” activitiesMobile Web is predominantly the way to provide feedback and field surveys
  • TNS Infratest, 2004-2008.WIKIPEDIA / KANTAR
  • REAL-TIME IMPACT = TRAIN A/C EXAMPLE
  • Source: KANTAR MRC2010
  • 495 questionnaires were sent out consisting of 4 questions200 completed surveys received within 24 hours50 photos were also received

Mobile research webinarwithfly-f-9june1020 Mobile research webinarwithfly-f-9june1020 Presentation Transcript

  • MOBILE RESEARCH: BEST PRACTICES FOR IMMEDIATE, IN-THE-MOMENT FEEDBACK
    DAN COATES // GLOBALPARK
    LIAM CORCORAN // FLY RESEARCH
  • FREQUENTLY ASKED QUESTIONS
    Can I get a copy of today’s presentation?
    Is today’s webinar being recorded?
    Can I ask questions during the event?
    The answers: YES!
    2
  • AGENDA
    WHAT IS MOBILE RESEARCH
    OPPORTUNITIES & CHALLENGES
    CASE STUDIES FROM FLY RESEARCH
    SUMMARY
    3
    View slide
  • MOBILE RESEARCH: WHAT WE MEAN
    4
    View slide
  • MOBILE RESEARCH: USE CASES
    5
  • MOBILE RESEARCH: IT’S UNAVOIDABLE
    500% rise in mobile internet penetration
    People are likely doing online surveys using their mobile devices, whether you plan it or not!
    Source: guy rolfe, kantar at mobile research conference, march 9 2010
    6
  • AGENDA
    WHAT IS MOBILE RESEARCH?
    OPPORTUNITIES & CHALLENGES
    CASE STUDIES FROM FLY RESEARCH
    SUMMARY
    7
  • OPPORTUNITY FOR RESEARCHERS
    SPEED
    60% of completed surveys were returned within 15 minutes of distribution and 90% within an hour
    – Lightspeed Research, 2009
    Near real-time impact
    8
  • OPPORTUNITY FOR RESEARCHERS
    ACCESS
    Youth, executives, unplugged
    Virtually anywhere - personal- private- portable
    Source: guy rolfe, kantar at mobile research conference, march 9 2010
    9
  • OPPORTUNITY FOR RESEARCHERS
    ENRICHED INSIGHTS
    In-the-moment
    Photos
    Geo-location
    Source: christianfranzen, mindshare at mobile research conference, march 9 2010
    10
  • CHALLENGES: TECHNICAL
    Thousands of devices/displays
    Various platforms
    Various support of communication methods
    WAP, SMS, MMS, website browser/plug-ins, touchscreen ability
    11
    Laptop, netbook, iPad
    “old school” wml
    “modern” html, x-html; touchscreen or not
  • CHALLENGES: PSYCHOLOGICAL
    How did they get my mobile number?
    Is this private?
    What is this going to co$t me?
    12
  • CHALLENGES: PROCESS
    Survey design
    Data collection
    Integration across modes
    Cost {to the researcher}
    13
  • HOW CAN WE OVERCOME THE CHALLENGES, AND SEIZE THE OPPORTUNITIES?
    THE RIGHT software
    Automatic device detection and display adjustment (~5000 kinds!)
    Choose platform that integrates across online, offline & mobile
    EFFECTIVE PLANNING
    Research on research
    Practical applications
    Best practices
    14
  • AGENDA
    WHAT IS MOBILE RESEARCH?
    OPPORTUNITIES & CHALLENGES
    CASE STUDIES FROM FLY RESEARCH
    SUMMARY
    15
  • CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY PROJECT
    Snapshot of 11-15 year olds in the UK
    Understand their own perceptions of their wellbeing and what impacts upon it, positively and negatively
    We looked at those factors most directly related to commercial activities
    16
  • CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY METHODOLOGY
    Surveys were completed using the mobile web
    24 hours later
    200 Completed Surveys
    and 50 Photographs
    495 Questionnaires of 4 questions each
    17
  • CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY QUOTES
    Wakefield, Age 15, Social Class AB
    “If there was one thing I would miss the most it would be my mobile phone, as it has everything from talking to my friends, to going on MSN for free to surfing the internet and most important making free calls via Skype. I would not be able to cope without having my daily dose of texting after school.”
    Corley, Age 15, Social Class D
    “The person I'd miss the most is my little brother Sameer. I would miss him because I adore him, and my day would suck if I didn't see him!!”
    18
  • CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY
    LESSONS LEARNED!
    Understand the cost associated with sending back MMS messages, and provide a sufficient incentive to do so – along with instructions to describe any photo or video submissions
    Incorporate the Vox Pop part of the project within the initial survey to save on SMS costs
    Gain parental permission to use photos and quotes if the report will be in public domain
    19
  • CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
    Exclusive qualitative study on brand impressions of 10 household brand
    Teenagers aged 13-19
    OBJECTIVE: to monitor brand touchpoints and understand how teenagers interact with brands on a day to day basis
    20
  • CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
    465 interviews gathered from 15th -19th April using mixed mode online and mobile web methodology
    21
    164mobile phone surveys recorded at every brand interaction over 3 days
    Stage II
    Stage I
    301 online surveys re: brand interaction; captured mobile phones
  • CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
    STAGE I
    Routine online questionnaire online and mobile panel members (jointheq.com and MyVoice.co.uk)
    STAGE II
    Used the internet browser on the teens’ mobile phones
    The questionnaire was delivered via an SMS message that automatically launched the survey on the mobile phone
    The same questions were answered each time a brand was seen by the teenager and the data gathered in real time in order to capture the nature of the brand experience In as fresh a way as possible
    22
  • CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
    LESSONS LEARNED IN STAGE I
    Need for parent permission prior to contacting teenagers
    Teenager mobile contact details
    Special care needed when asking for teenager name, age and phone details
    LESSONS LEARNED IN STAGE II
    Need for teenagers to complete diary on all three days
    Need to remind them of the brands we’re interested in
    Reminders sent to teenagers at regular intervals
    23
  • CASE STUDY // MERCEDES BENZ UKCustomer Satisfaction STUDY
    OBJECTIVES:
    Serve fleet and lease drivers better
    To establish customer relationships with unknown customers
    To assess satisfaction with services provided by authorised repairers
    TARGET AUDIENCE:
    Mercedes Benz fleet and lease drivers whose cars had just been in for a service
    Birmingham and London
    24
  • CASE STUDY // MERCEDES BENZ UKCustomer Satisfaction STUDY
    RESULTS:
    First-ever feedback from important clients!
    Established client-customer relationships
    Had the ability to fix any complaints or problems
    15 question satisfaction
    survey
    Text invitationslaunch surveys
    Service centers send details via Excel
    25
    MS Excel
    SMS
    Mobile Web
  • CASE STUDY // MERCEDES BENZ UKCustomer Satisfaction STUDY
    LESSONS LEARNED:
    Inform the customer that they will be receiving a customer satisfaction survey on their mobile
    Send the survey out within two days of the customer interaction taking place
    Keep the questionnaire short and decide on key questions
    Get the invitation SMS message right
    Outline any cost associated with completing the survey
    Provide a relevant incentive
    26
  • CASE STUDIES // BEST PRACTICESOVERCOMING CHALLENGES
    Technical
    The right software can solve the multi-device riddle
    Anticipate mobile use even for regular online surveys!
    Psychological
    Have data protection and privacy statements readily accessible
    Outline any costs that could be associated with participating
    Process
    The right software can solve some process issues, particularly for multi-mode projects
    Planning is critical
    27
  • CASE STUDIES // BEST PRACTICESTHE MOST IMPORTANT GUIDES TO FOLLOW
    WHO? Mobile is best for Young People, B2B, Hard to Reach, On Mobile Research, Developing Nations
    WHEN? Most surveys are best sent out around 4pm in the afternoon
    WHAT? Preferred survey length – 10 to 15 questions or 10-15 clicks;Recommended question types – Single/Multiple select, Open-ended, Matrix
    HOW? Use multimedia for Qualitative studies / Bringing Research to life
    HOW MUCH? With increased response and engagement rates, mobile can be cheaper even with higher incentive and reimbursement rates. Most mobile phones users now have data packages included in monthly contracts or top up credit
    28
  • AGENDA
    WHAT IS MOBILE RESEARCH
    OPPORTUNITIES & CHALLENGES
    CASE STUDY FROM FLY RESEARCH
    SUMMARY
    29
  • MOBILE RESEARCH: WHY IT MATTERS
    TO THE RESEARCHER – SPEED, ACCESS & ENRICHED INSIGHTS
    TO THE RESPONDENT – CONVENIENCE!
    Engaged
    In-the-moment
    On-site
    Fast turnaround
    Access to niche sample
    Efficient process
    Convenience
    Personal
    Anytime, anywhere
    30
  • ANY QUESTIONS?
    USE THE Q&A FEATURE OR CONTACT US:
    daniel.coates@globalpark.com
    liamc@flyresearch.com
    GLOBALPARK IS YOUR BEST PLATFORM FOR {online, offline, mobile} FEEDBACK MANAGEMENT
    FLY RESEARCH IS A BESPOKERESEARCH AGENCY, USING THE LATEST MOBILE & ONLINE TECHNOLOGY
    31
  • GLOBALPARK HELPS AGENCIES & END-CLIENTS GAIN INSIGHTS TO MANAGE WHAT MATTERS
    Your best partner to engage {customers, employees, partners} and capture actionable insights that drive business improvement
    REACH
    REVENUE
    LOYALTY
    INNOVATION
  • ABOUT US
    Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach. Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria.
    Globalpark AG
    Kalscheurener Str. 19a
    50354 Huerth
    Germany(Headquarters)
    Tel.: +49 2233 7933 6
    Globalpark Inc.
    299 Broadway, 19th Floor
    New York, NY 10007
    United States of America
    Tel.: +1 888 299 9422
    LOCATIONS
    Globalpark UK Ltd.
    5 Archie Street
    London SE1 3JT
    Great Britain
    Tel.: +44 207 403 3900
    GlobalparkOesterreichGmbH
    Wassergasse 25
    1030 Vienna
    Austria
    Tel.: +43 1715 0289 11
    info@globalpark.com
    www.globalpark.com
    Twitter/Globalpark_News
    CONTACT
  • © 2010 – Globalpark AG, Globalpark UK Ltd., Globalpark Inc., Globalpark Oesterreich GmbH
    The information contained in this publication is the property of Globalpark AG and its subsidiaries. Passing on and reproduction of this publication or any parts of it is only permitted with the express written approval of Globalpark AG or its subsidiaries.
    This publication is issued without any guarantee whatsoever. Information contained herein can be changed without prior notification. In addition Globalpark accepts no guarantee as to the exactness or completeness of the information, text, graphics, links and other items in this publication. This publication is a preliminary version, which is not subject to any valid licence agreement or other agreements with Globalpark.
    The software products offered by Globalpark AG, its subsidiaries and/or its distributors may contain software components of other software manufacturers. All products may show country-specific differences.
    Globalpark, Enterprise Feedback Suite, EFS, EFS Survey, EFS Panel, EFS Employee and EFS Leadership, other Globalpark products and services mentioned in the text and their corresponding logos are trademarks and can be registered trademarks of Globalpark AG and/or its subsidiaries in Germany and other countries worldwide. All other names of products and services are trademarks of their respective companies.