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Research in the mobile mindset
 

Research in the mobile mindset

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Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile ...

Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and in the US alone, the app economy has created about half a million jobs (Mashable, 2012) in only 5 years time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile enabled.

Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion.

In this paper you can read more about the benefits of mobile surveying beyond the tool, the use of mobile in Market Research Online Communities (MROCs) and how research can help you with your mobile marketing. At the ESOMAR 3D Conference in Amsterdam (NL), the presentation by Annelies Verhaeghe & Anouk Willems was awarded Best Presentation of the 3D Conference.

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Research in the mobile mindset Research in the mobile mindset Presentation Transcript

  • 2012 BESTPRESENTATION ESOMAR 3D
  • 2012 seems to have been the year of mobile. Smartphone penetration has boomed, mobile marketing budgets grew exponentially, and in the US alone, the app economy created about half a million jobs (Mashable, 2012). In the slipstream of this, the market research industry is keeping a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile- enabled.What to expect? Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion. In this paper you will read more about the benefits of mobile surveying beyond the tool, about the use of mobile in Market Research Online Communities (MROCs) and about how research can help you with your mobile marketing.
  • The mobile research quizAs a preparation to the ESOMAR 3D conference, we organizeda short quiz in order to test the knowledge of the marketresearch industry about mobile research.Check out the results further in this paper.Never took a mobile survey before? Test you knowledge onmobile research. Go to this website or scan the QR codebelow.
  • Overlooked benefits of mobile surveyingMany discussions on mobile surveying focus on the survey as a tool and on making theshift from an online to a mobile survey. However, we feel that some key advantages areoften forgotten when it comes to the benefits of mobile surveying: data quality andbenefits for recruitment.
  • The benefit for mobile surveying for data qualityMobile is often put forward as the remedy to The number of questions one can ask through aavoid recall bias with participants. Recall bias is mobile device in the heat of the moment isa type of systematic bias that occurs when the way limited. There is a lack of understanding ofa survey participant answers a question is affected which types of questions are highlyby the participants incorrect memory. One of the impacted by recall bias. Literature suggestsfactors influencing recall bias is the time elapsed that the data quality gained by taking the surveybetween the actual experience and the reporting of in the heat of the moment is higher for specificthat experience. In other words, it is crucial to be as types of questions. On the one hand, studiesclose as possible to the experience one wants to (Melton et al, 2011 & Lee, Hu and Toh 2000)measure (Wilton & Polovitz Nickerson, 2006). The found that we have a tendency to underreportlink with the power of mobile is obvious: the device real objective behaviour over time (Lee, Huthat is always in people’s pockets can be an and Toh 2000). On the other hand, when it comesintuitive tool for reporting the experience, also to the recall of our emotions and attitudes,which will positively influence data quality. consumers typically are poor witnesses of their own behaviour. Therefore it may also be the case that measuring attitudinal information like satisfaction questions or brand attitudes differs in the heat of the moment.
  • The benefit for mobile surveying for samplingApart from data quality, mobile also has a By intercepting people via a cue (poster, flyer,potential from a sampling perspective. Within etc.) in a public place we can invite them to takethe online research space - especially when a survey on their own mobile device. Additionally,considering online surveys - we see that the majority this way of sampling can be very convenient forof projects use a panel-based sampling approach. participants. There is no need to sign up for a panelOne clear advantage in comparison with offline data and to endure regular mails about research; onecollection from a business perspective is the lower participates when one chooses to.cost and effort required to collect and input data. Onthe other hand, in some instances offline recruitment There is however also a drawback of recruitingmethods have the advantage that less filtering is consumers on the go. While, as described above, theneeded; the people who are recruited in a sample will be 100% relevant, there are potentialsupermarket will have something to tell you about representativity issues. Those people who arethat supermarket. Especially when looking for users willing to participate are possibly smartphone- andof a product or service or for people who were mobile-savvy and are therefore not inhibited by theexposed to a certain ad, you end up with a 100% constraints of having to scan a QR code or type a coderelevant sample. It is at this intersection of into the mobile browser. Also, we could ask ourselvesonline and offline sampling methods that to what extent this sample is representative when itmobile plays a potential role. comes to brand identification or (socio)demographic profile. We may be attracting merely youngsters or brand fans with these recruitment methods.
  • Fashionable research We set up a project in collaboration with Andres, a manufacturer of women fashion in the Belgian and Dutch markets. The first phase consisted of an in-store recruitment by means of QR codes and links deployed in the shops. This in-store questionnaire consisted of: • Objective questions: in order to provide a test case, we decided to test the recall of shoppers for two shop characteristics. We asked them to report on the number of fitting rooms in the shop and measured recall of an in- store promotion where a belt was added for free to a chino purchase. • Attitudinal questions: we measured both general satisfaction with the experience in the shop as well as satisfaction with specific elements of the shops. • Methodological questions: we asked participants where they completed their questionnaire in the shop and investigated if they could be interested in participating in follow-up research.Fig: Posters used for recruitment via a unique Secondly, shoppers received a follow-up survey via e-mail, in which we tested QR code and a link the recall effect, the profile of the participants and the participant experience with this new type of research. We also benchmarked the results of our mobile experiment with a sample of Andres clients who were recruited via their database.
  • Fashionable resultsSuccess of the in-store recruitmentIn-store recruitment can help significantly to find shoppers that recently visited aXandres or Hampton Bays store. It seems that mobile is a good way of finding users ofa certain service or product. However, we also had less control over the field.Moreover, we should keep in mind that people recruited in a shop only answer a fewquestions, as a mere 25% of the participants recruited in-store participated Quiz resultafterwards.This meant that we needed to start from a much bigger sample to reach the What percentages of the consumers who weresame amount of information in comparison with recruitment on a database recruited in the shop actually participated in the follow-up survey afterwards?Participant experience • 10% • 15%To assess the participant experience, we dug into the verbatim answers given by • 20%participants when asked to evaluate their experience with this research. We found • 25%mixed results. People find it positive that market research is ‘adapted to newtechnologies’ and state that this is ‘much better than pen-and-paper surveys’.Those with negative or mixed feelings referred mostly to the follow-up questionnaire,evaluating it as either rather lengthy or as annoying as it repeated questions that hadalready been asked in the mobile part. If we look at the intention to participate infurther research in the future, 84% of participants indicated being willing to do so.
  • Fashionable results Critical success factors The effort for in-store recruitment was significantly lower than the recruitment via database. Once the flyers and posters were available or hung up visibly in the shop, the fieldwork basically completed itself. However, it appeared to be crucial to have the local shop manager on board. For this purpose, we made a „Frequently Asked Questions‟ document which was sent to all participating shop managers and we adapted the look&feel of the recruitment material to the brand. We found that a combination of QR codes and text links thus works best to persuade participants to take part in mobile market research. What is striking, however, is that 90% of the links/codes on flyers were used when people had already left the shop. In other words, some responses were not given in the heat of the moment, but only afterwards. Therefore we should be careful in selecting our promotion material and adapt our message and channel (flyer, poster) to the desired participant behaviour.
  • Fashionable resultsWhat questions should you ask in the heat of the moment?One of the benefits of asking questions in the heat of the moment is that we can avoid therecall effect. In our research, we tested both the recall for attitudinal information and forobjective information:• We tested the recall bias for satisfaction questions. Both in the within and in the between Quiz result subject comparison, we found little confirmation of this hypothesis. The results show us that we For which type of questions would have drawn the same research conclusions independently of the recruitment is there a difference between on-the-spot and questionnaire. We were not able to find any recall bias for attitudinal information. post-hoc measurement? • Only for questions• In order to test the recall bias for objective information, we compared the question on the about low- number of fitting rooms (between 3 and 5 depending on the store) and whether any special involvement topics marketing action was on display. We found that 27% of respondents reported a different • Only for questions with high-involvement topics number of fitting rooms when answering in the shop vs. when answering afterwards. However, • For questions with both every single respondent who noticed the marketing action (8/19) (a free belt with a chino) low- and high- recalled it later. We believe that these results could easily be explained by taking consumer involvement topics engagement into account. Since shoppers are very likely to be engaged with the kind of marketing actions where one can obtain something for free, a high recall of this type of objective information is no real surprise. However the recall effect of low-involvement objective information - in this case the number of fitting rooms - is larger since there is no benefit for consumers. The results suggest that when assessing objective, behavioural information, especially in the case of low-involvement product categories, we should be careful when asking consumers to report post-hoc.
  • Fashionable results Do we have representativity issues? We also assessed the profile of the participants. While all respondents to the mobile survey obviously possessed a smartphone with a data connection, only 25% of participants in our benchmark condition had one. We compared the answer patterns for the smartphone Quiz result owners (in-store recruitment or within the benchmark database) with non-smartphone owners.The participants who wererecruited via QR codes or • The profile of the smartphone users in terms of being „technologically advanced‟ didn‟tleaflets had a specific profile. differ at all between the groups. 21% of the mobile survey group indicated using theirWhat characteristic were mostdiverging between them and smartphone very frequently and knowing almost everything about it. For the “follow-upthe control sample? only” group, this percentage is 29%. The same similarity is observed at the lower end of• Socio-demographic the scale. Also for other profiling variables, like category interest, we observe little differences difference. As pointed out before, the evaluation of the in-store experience was not• Attitude towards the brand different between the groups either.• Attitude towards technology and mobile • In terms of brand identification, those participating in-store showed a higher brand devices and gadgets identification than the participants in the database (47% vs. 32% identification with the brand). • The biggest difference was found in age: through the database, we were able to find only 5% consumers aged under 35. In the in-store condition, 37% of our sample belonged to this age category. In summary, we do recruit a different profile through in-store probing when it comes to socio-demographic profiling or brand engagement, but the sample is not necessarily more technologically advanced.
  • Using mobile in MROCsMarket Research Online Communities (MROCs) are a hot method in today‟s researchlandscape. The physical process of participating in an MROC is quite straightforward: it isan online research method and thus consumers use a computer with keyboard in order togive their feedback. We see that, in various instances, the participant input consists ofmany words and really reflects the effort people put in. Currently, MROCs as amethodology are facing 2 main challenges.
  • Participating in MROCs is time- & place-bound The very act of participating in an MROC is very much time- and place-bound; itChallenge 1 needs to be done on a PC and therefore participation can only happen if the participant can spend time on that PC. However, many of the interesting moments in the participants‟ lives take place at other times and in other places. If we truly want to connect with participants, we need to bring the MROC to the participant in these other contexts. A shift from desktop to mobile We see an increasing shift from online time towards mobile devices. MROCs areChallenge 2 built to get extensive in-depth input from participants. It is impossible to ask participants to provide that level of (written) detail on a mobile phone, given the limited real estate that is available for a keyboard. The shift from PC towards mobile devices is thus a possible threat for the future of MROCs.The ‘friends with benefits’ approachIn overcoming these two challenges, we believe mobile devices can help with what we call the „friends with benefits‟approach. While for obvious reasons of depth and data quality an MROC cannot be conducted on a mobile phoneonly, we see an important role in adding a mobile component to the online MROC platform. Very specifically, webelieve that a mobile MROC solution should have the following components: • Allow participants to keep in touch with the community (read what‟s happening there) • Allow participants to share (short) textual comments • Allow participants to share visual data (pictures)
  • A soup storyGiven the 3 components that we believe to be This application was launched in the „Come Dine With Me‟quintessential to a mobile MROC solution, we community, a community for Campbell‟s Australia indeveloped an application which does exactly that: it cooperation with Direction First, with 50 participants aged 25taps into the database of our online community to 45. The community aimed at uncovering whatplatform and allows participants to see what‟s going Australians have for dinner, what their cooking habitson. Furthermore, people can share textual are and how they have evolved, and how people findcomments, pictures and videos, along withanswering the occasional poll. The app is developed inspiration for cooking. About half of the participants (20for iPhone and Android. out of 50) had a smartphone. The application was communicated via a blog post and newsletter, including aHere are some screen shots: direct downloadable link. After the community, participants received a follow-up questionnaire to assess their satisfaction with the community in general and the mobile app in specific, including questions about how they felt the mobile app influenced their community contributions. The questions explicitly probed for participant engagement, facilitation of feedback and richness of feedback, in line with the hypotheses we formulated. All items were formulated on a 10-point scale, ranging from „Completely disagree‟ to „Completely agree‟. We also measured the impact indirectly by comparing the number ofFig. Mobile application used in MROC communities posts and the length of the posts from community members who used the mobile app to tap into the community with those of the non-users of the mobile app.
  • 1. Mobile component increases participantengagementA mobile screen helps members to stay in touchWe operationalize participant engagement in this case by two subdimensions:staying in touch with the community and spending time on the community.Two statements probe for these dimensions; the numbers between bracketscorrespond to the average score on a 10-point scale. Quiz result Do you agree with this• Using the application for the ‘Come Dine With Me’ research community statement: “Communities really helps me staying in touch more with it (8.2/10) with a mobile version make members less engaged with• Without the app, I would have spent less time on the ‘Come Dine With Me’ the community”? research community (7.4/10) • Yes, that‟s a true fact • No, there is no differenceBoth statements clearly confirm that the mobile app increases engagement • No, it makes them morewith the community. There is a small difference between staying in touch and engaged!spending time on the community; participants seem to find that the ease ofstaying in touch with what happens on the community is boosted, but some ofthem are not exactly sure that they would have spent less time on thecommunity without the app.
  • 2. Mobile component leads to different data, notto more data The mobile app stimulates for more multimedia feedback Overall, the statement “Using the application for the ‘Come Dine With Me’ research community really helps me give more feedback towards the community” scores an average of 8.2/10. Furthermore, if we look at specific kinds of rich data, the following Quiz result statements are relevant: „The application makes it easy to upload pictures to theAnd what about this ‘Come Dine With Me’ research community’ (8.1/10) ; „The application makes it easy toone: “Communities upload videos to the ‘Come Dine With Me’ research community’ (7.7/10).with a mobile versionlead different data, notnecessarily more However, when looking at the behavioural data, we did not observe any differencedata.”? between the number of posts by the mobile app group versus the community• Agree members who did not access the community via their mobile. Furthermore the length• Disagree of the posts was only slightly different between the two groups: on average, 67 words for non-mobile versus 70 words for mobile. We did however find that more pictures and videos were uploaded through mobile than through the regular way. A picture is worth a thousand words Although the community members thought they had provided more input, it seems this was not transferred in actual behaviour for textual input. However, the mobile app stimulates consumers to provide more multimedia feedback. It is often said that a picture is worth a thousand words. The richness of visual feedback may allow participants to express themselves better with less effort.
  • 3. Mobile component results in richer dataA mobile app enables members to share more contextual andpersonal dataRicher data is operationalized by 2 types of richness: more personal dataand more contextual data (= data corresponding with specific situations).Two items correspond to these two dimensions:• Because I had the application, I was able to upload more personal information about myself onto the ‘Come Dine With Me’ research community (7.4/10)• Because I had the application, I was able to upload feedback in specific situations while they were happening onto the ‘Come Dine With Me’ research community (8.2/10)Our analysis shows that especially the richness in terms of specificsituations (contextual richness) is very strong. A lot of insights were Fig. Multimedia input uploaded via the mobile appgenerated into how participants were cooking, preparing and eating theirfood in real time. On the right is a collage of a small number of thepictures uploaded onto the MROC by participants, which served togenerate insights into cooking habits. Their being uploaded was powered100% by the mobile app.
  • Mobile as research contentWhen budgets shift towards mobile marketing and advertising, marketeers will be in needof deep insights into what mobile really is all about. But how can market research helpbrands with their mobile marketing challenge?
  • The Mobile Mindset ModelCurrently there is a lack of a strategic framework for mobile marketing. The role of research in this process is alsounclear. In order to close the gaps, we created the ‘Mobile Mindset Model’ which can help brands engagein mobile marketing and which points out the role of market research. The model is based on a mix ofdesk research of existing online sources (mainly blogs), a dozen expert interviews with people active in the mobilemarketing industry (app development agencies, expert groups like IAB, advertising agencies and end clients) anda quantitative study among 800+ smartphone users in the UK, the US, the Netherlands and Belgium. The latterfocuses specifically on the needs people gratify by using a smartphone. The mobile mindset model, shown below,gives a clear overview of what needs to be done in order to engage in mobile marketing. Fig. Mobile mindset model for mobile marketing
  • 1. Start with setting Case studyobjectives . Kinepolis, a European cinema chain brand, applied this model to explore one possible way of tackling this issue.1. The marketing objectives: These are linked to themarketing funnel and need to be outlined clearly before The Kinepolis application is in essence a basic applicationembarking on a mobile adventure. They can range from which shows users the films that are being shown in theirattracting new consumers to building a lock-in loyalty favourite Kinepolis cinema complex. It is possible to look upsystem. more information about movies, watch trailers and view the2. The KPIs: how will success be defined? These come schedule of movies.in 3 forms: Aimed towards boosting loyalty, people• Intrinsic KPIs: How will you define success in terms using this app will be informed about what of awareness, branding, purchase/trial and/or loyalty? is „on‟ in cinemas. „More informed‟ should These are the basic marketing objectives you set out to equal „more sales‟ in this case; knowing reach via your mobile strategy. what‟s shown will boost the will to go to the• Learning KPIs: How will you define success in terms cinema. An intrinsic KPI that Kinepolis of skills acquired, learnings shared and experience built through your mobile efforts? These are the things you relies on is the Net Promoter Score want to learn and remember for your future mobile (recommendation behaviour). strategy. Furthermore, the in-app experience• Change management KPIs: How will your mobile evaluation and the usage of specific efforts help to give the company a more mobile preference-based marketing features mindset? Does it bring you closer to a higher change are key performance indicators for their management goal, like being more consumer-centric? mobile marketing approach. These are the things you want to change internally.
  • 2. Research1. Thorough knowledge about your brand DNA, both Case study from internal and external sources. This is crucial to make sure the mobile solution fits closely with the brand. Kinepolis, a European cinema chain brand,2. Existing consumer needs: what needs are consumers applied this model to explore one possible way of gratifying by using your brand? What needs are still tackling this issue. open? Are there needs that mobile technology specifically can solve where previously this was The Kinepolis brand DNA is focused on what impossible? [A good example here is the need of ‘finding they call „preference marketing‟. They want to be good coffee in an unfamiliar part of town’, which was the cinema which offers a friction-free film solved by Starbucks by integrating geo-location in their experience, in which their customers can easily mobile application]. find the films that are in accordance with their3. Current mobile behaviour of the target group: preferences. This last point is the core customer what are brand/category users currently using on their need they see. Mobile behaviour of the phone? Is there a difference with general smartphone target group is operationalized by the use of users? What operation system are they mainly using? iPhone and Android devices.Integrating pre-research explicitly in this model makes notonly for a more successful approach, but also constitutes abusiness opportunity for market researchers. Opportunitieshere range from mobile U&A studies up to an ethnographicapproach that can help you detect new consumer needs, or adigital profile study (Verhaeghe et al, 2012) which can helpmap a target group‟s digital and mobile profile.
  • 3. Provide valueProviding value is about making sure that the developed solution is in line with the main drivers for using smartphones.Contact: this refers to Convenience: In general, making life Entertainment: Beingcontinuously being in touch with easier and more convenient, for entertained during “empty”or available to your social graph instance through access to information moments: when people areand/or sharing updates yourself. and tools at moments and places waiting for the bus, whereThis is where the mobile phone where they were previously they consume content, playoriginated from: making phone unavailable. Concrete examples here games, watch videos…calls and sending messages, but are the „maps‟ application and therecently this is also information search via the browser or„operationalized‟ by on-the-go via a branded application.social media use, for instance.
  • Case study4. Measure Kinepolis, a European cinema chain brand, applied thisLastly, in the measuring phase, there is a feedback loop model to explore one possible way of tackling this issue.towards the original objectives and KPIs. This The research objectives were :ensures that ROI can be measured, and if an iterationfollows, the process can start again with an improved a. Discovering who forms the current user base ofknowledge base. This is the second opportunity for this application; this is not only about the profilingmarket researchers to assist clients in their mobile of the app users. We also wanted to see if we could detect anything more about the moments when theneeds. app was typically used. b. Discovering the drivers and frequency of using and downloading this application: is the value actually provided which this app seeks to provide? c. Gaining insights in user experience in general and of some features in specific. Hereby, Kinepolis was mainly interested in features that link to the „preference marketing‟ positioning. d. Finally they wanted to assess to what extent the mobile app could also serve as a conversation starter and as such could help augment the Net Promoter Score.
  • Box office market researchWe lack current standards on how to research mobile communication efforts, especially apps. Especiallyin terms of recruitment, we face challenges on finding consumers who have installed a certain app. Wetherefore conducted a first exploratory test together with Kinepolis to explore one possible way of tacklingthis issue. 1. We intercepted app users by means of a popup. People were invited to take a survey and win a „100 Days Card‟ (a card providing 10 free cinema visits to its holder). App users could indicate whether they wanted to take the survey immediately, not at all, or at a later point in time. Whenever people participate in the research, a mobile survey consisting of 9 questions is triggered within the application to assess the app experience. 2. The e-mail address captured in the first phase is used for the follow-up questionnaire in phase 2. This follow-up part is necessary in order to dive deeper into some elements of the user experience and profiling information.
  • ResultsTo what extent would we manage to recruit consumers via anintercept in an app?1778 people participated in both phases of this study. In the first part Quiz result(the in-app popup), we had 6603 participants. Of those, 85% How long did it take us to(N=4129) provided their email address and thus had good intention to find a sample of 400participate in the follow-up questionnaire. Of those, 43% (N=1778) participants to take part in this (recruited on the app)?completed the follow-up questionnaire. Overall, this means that weobtained a total response rate of 27% on the initial recruitment, a Question type: Single responsenumber which is very similar to what we obtained in the Andres study.For any first test of a recruitment method, this is a very high • 4 hours • 4 daysnumber indeed; it compares very favourably with panel recruitment • 4 weeksmethods for instance. The recruitment went extremely fast aswell. After one day of field, we had already obtained 800 answers, aresult which we can only dream of in other research. The response tothe follow-up part was also obtained with very few efforts.
  • Results What is the profile of our participants? • When looking at the profile of the app users, 71% of the participants indicated that they were regular „consumers‟ of Kinepolis (going to the cinema at least once a month). We are thus looking at a group of people who are engaged with the brand. Just like brand and topic engagement are core drivers of participating in MROCs (Schillewaert et al, 2011), the same logic goes for mobile app participation. • When looking at the participant profiling from a socio-demo perspective, we found that this method helps us reach a target group which is typically very hard to reach. The average age of the sample is 30. 10% is below 18, 35% is aged 19 to 25. 73% of participants are men. Recruiting this profile on a traditional online panel, with as extra challenge that they need to be regular users of the Kinepolis app, would be immensely difficult. By intercepting them while using this app however, this fieldwork was turned into a walk in the park. • In terms of profiling, we dealt with an extremely technology- and mobile-savvy sample. (60% claims to be very savvy). This comes as no surprise. Importantly, we also recruited 40% of consumers who do not consider themselves to be technologically advanced. This group had a different user experience. Taking the large sample sizes into account, this not technological advanced group was still sufficiently large so we were able to report back on this group with confidence.
  • ResultsWhat questions to ask in the heat of the moment? We found two effects. • Lapse for negative aspects: Our analysisThe amount of question you can ask in the heat of the teaches us that dissatisfied consumers with amoment is limited. Therefore we checked again the recall high cognitive dissonance have a higherbias. Some very striking results emerged. When we tendency to adapt their answer post hoc. Wecompared the average satisfaction scores (both general reason that, at the heat of the moment, theas specific component), we did not find any difference more negative evaluations are more salient.again. However, when looking at net promoter scores ofthe mobile app, we saw that the recommendation However, since the general feeling about theintention seemed to increase in post measurement. To app was positive, consumers adapt to morefurther explore this effect, we also conducted an analysis mild evaluations.within the subject. A potential explanation for this result • Too good to be true: In the group of satisfiedcan be found in the cognitive dissonance which is consumers, we see a reverse effect.experienced post hoc. The actual experience is often a Consumers who gave high scores on almost allmix of positive and negative components. Mixed items during the in-app intercept (lowemotions are difficult to remember because they spur dissonance) gave a slightly less positivefeelings of conflict, increasing the chance that evaluation post hoc. It looks like they find it hardconsumers will revise their views of their mixed to image post-hoc that their experience was thatemotional experiences (Aaker, Drolet and Griffin, 2008). great.
  • Case studyKinepolis, a European cinema chain brand, applied this model toexplore one possible way of tackling this issue.Last but not least, it is also crucial to point out that thanks to thesuccessful implementation of the in-app intercept, we wereable to provide insights into how Kinepolis could improvetheir mobile marketing strategy. Not only were we able todiscover details about the users of the app, the study also helped tounderstand the contexts and moments when the app was used. Thelatter could be done by direct probing for contextual information (e.g.What drives you to using the app?) but also by linking behaviouraldata. For example, by looking at the time when consumerscompleted the questionnaire in the app, we could derive whenconsumers typically made use of the app. For Kinepolis this wasuseful information in order to find the optimal time torefresh the app content with new content and to gatherfurther insights into how their target group plans theircinema trips.
  • Wrap-up & Discussion
  • Mobile as content New way of recruitment: We see three target The mobile groups that mobile is particular suitable for: First of all, we were able to reach youngsters, a group which is typically very hard to motivate to take part in any kind of research research. Secondly, in all cases where we are looking for users of a certain product, service or brand, the combination of an online or offline cue and mobile, allows toolbox for 100% accurate targeting. Finally, we clearly attract the more brand- or topic-engaged consumers. Mobile as a method
  • Mobile as content The mobile Quality of research: Data captured on the spot is not necessarily equal to data captured afterwards. However, since mobile surveys need to be limited in duration, it is research crucial for our industry to understand what questions need to be asked in the heat of the moment and which questions can be part of the follow-up survey. Our results suggest that involvement with the topic and cognitive toolbox dissonance are crucial in this debate. It is clear that this area of research should be explored further in the future. Mobile as a method
  • Mobile as content Grasping context: We find that it is possible to The mobile engage people to report about the context they are in and to provide in-depth info about it. This is definitely the case for MROCs, where the mobile app stimulates research participants to upload pictures and videos about their environment. However, we predict that providing this context will also become increasingly important in toolbox surveys. Mobile helps us researchers to be close to both experience and context, and as such has potential to disrupt our industry. Mobile as a method
  • Mobile as content Engagement: The added value of mobile for The mobile research communities in terms of participant engagement is also high. Community members clearly define a mobile add-on as a tool that could increase research their engagement and participation towards the community. When thinking of engaging our clients, mobile is definitely also a new way to engage people in toolbox market research. Mobile as a method
  • Mobile as content First a mobile application should fit a consumer need. Evaluate and measure the impact of the Qualitative research can help you detect mobile marketing effort through an in-app those consumer needs and fine-tune the intercept. Does the developed app or mobile website needs as for the mobile device. A good mapping lead to brand activation? Does it increase the level of of the mobile and digital behaviour of your knowledge on your product? What is the ROI of your mobile marketing? target group is necessary before venturing into mobile marketing. The mobile research toolbox Mobile as a method
  • In sum, the mobile era has started, offering Quiz resulttremendous opportunities for market researchers with a At which of the followingflexible mind-set. Mobile is everywhere and literally places do smartphone users use their mobilebrings us closer to consumers. Our market research phone most often?touch points will be expanded with mobile and as • On the toiletindustry, we will need to built topic expertise. We hope • In bedwe managed to demonstrate that mobile is more than atool and that the time has come to enter this fascinatingworld full of opportunities.
  • References
  • • Verhaeghe, A., Veris, E. & Willems, A. Research in the mobile mindset, Proceedings of Esomar 3D congress November 2012.• Atkinson, S. & Conry, S. The place for mobile research? Multi-mode studies of major cultural events, Esomar 3D conference 2011.• Luck, K. Digital Matrimony. Marriages that are transforming the face of research. Esomar 3D conference 2011. Mashable, 2012: http://mashable.com/2012/02/07/app-economy-boosts-job-growth/.• Melton, E., Krahn, J. & Landi, J.; “Linking website exposure data to survey data: a single source solution.” Print and digital research forum 2011.• Lee Eunkyu, Michael Y. Hu and Rex S. Toh (2000), “Are Consumer Survey Results Distorted? Systematic Impact of Behavioral Frequency and Duration on Survey Response Errors,” Journal of Marketing Research, 37 (February), 125-133.• Fishbein Martin, Ajzen Icek. Belief, attitude, intention, and behavior: an introduction to theory and research. Reading (MA)‟ Addison Wesley; 1975.• Gilbert, D., Pinel, E., Wilson, T., Blumberg, E. & Wheatley, T. (1998), “Immune Neglect:• A Source of Durability Bias in Affective Forecasting,” Journal of Personality and Social Psychology, 75 (1), 617–28.• Schillewaert, N., De Ruyck, T. and Ludwig, S. The Dark Side Of Crowdsourcing. Casro, 2011.• James J. Wilton, Norma Polovitz Nickerson. Collecting and using visitor spending data - 2006. // Journal of travel research. Vol. 45 (2006/07), No. 1• Verhaeghe, A., Mc Donalds, S., Van Belleghem, S. (2012). Rules of engagement. Proceedings for MRS congress 2012.• Wirtz, D., Kruger, J., Scollon, C. and Diener, E. (2003). “What to Do on Spring Break? The Role of Predicted, Online, and Remembered Experience in Future Choice,” Psychological Science, 14 (September), 520–55.
  • Research teamAnnelies Verhaeghe Anouk Willems +32 9 269 1406 +31 10 742 10 35 annelies@insites-consulting.com anouk@insites-consulting.com @annaliezze @AnoukW1 http://be.linkedin.com/in/anneliesverhaeghe http://nl.linkedin.com/in/anoukwillems
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