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.

1. MOBILE RESEARCH: BEST PRACTICES FOR IMMEDIATE, IN-THE-MOMENT FEEDBACK DAN COATES // GLOBALPARK LIAM CORCORAN // FLY RESEARCH

2. 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

3. AGENDA WHAT IS MOBILE RESEARCH OPPORTUNITIES & CHALLENGES CASE STUDIES FROM FLY RESEARCH SUMMARY 3

4. MOBILE RESEARCH: WHAT WE MEAN 4

5. MOBILE RESEARCH: USE CASES 5

6. 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

7. AGENDA WHAT IS MOBILE RESEARCH? OPPORTUNITIES & CHALLENGES CASE STUDIES FROM FLY RESEARCH SUMMARY 7

8. 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

9. OPPORTUNITY FOR RESEARCHERS ACCESS Youth, executives, unplugged Virtually anywhere - personal- private- portable Source: guy rolfe, kantar at mobile research conference, march 9 2010 9

10. OPPORTUNITY FOR RESEARCHERS ENRICHED INSIGHTS In-the-moment Photos Geo-location Source: christianfranzen, mindshare at mobile research conference, march 9 2010 10

11. 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

12. CHALLENGES: PSYCHOLOGICAL How did they get my mobile number? Is this private? What is this going to co$t me? 12

13. CHALLENGES: PROCESS Survey design Data collection Integration across modes Cost {to the researcher} 13

14. 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

15. AGENDA WHAT IS MOBILE RESEARCH? OPPORTUNITIES & CHALLENGES CASE STUDIES FROM FLY RESEARCH SUMMARY 15

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. AGENDA WHAT IS MOBILE RESEARCH OPPORTUNITIES & CHALLENGES CASE STUDY FROM FLY RESEARCH SUMMARY 29

30. 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

31. 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

32. 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

33. 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

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