On Device Research uses the mobile
internet to gain access to consumer
opinion at any time or location.
•
•
•
•

Mobile-on...
Mobile research panels

10 million mobile surveys in 57 countries.
Focus on emerging markets and mobile-only audiences.
A platform to discover new, original
music and audio, to build an
audience, and to share online and
on mobile.
* 200 milli...
The Challenge With Big Data
Velocity

real time
near real time

• Marketing is 4Ps
Product, Promotion,
Place and Price
• B...
The Challenge
• Context of current
user’s interaction
• Missing market
insights
• Resource intensive
to access and
analyze
Principal Aims

Time
Understand the
time spent on
listening to
audio

Motivation
Explore
dimensions of
motivations

Impact...
Methodology
On Device Research
PRE-RECRUITMENT
& SCREENING

MOBILE
DIARY

POST-SURVEY
FOLLOW UP

DATA
CONSOLIDATION

Sound...
How a mobile diary looks
Mon
Intro
survey

Tues

Wed

7am

Thu

Fri

7am

Sat

Sun

7am
9am
11am

Time of day of encounter...
Methodology
On Device Research
PRE-RECRUITMENT
& SCREENING

MOBILE
DIARY

POST-SURVEY
FOLLOW UP

DATA
CONSOLIDATION

Sound...
Link Server Data + Research Data to
Create Enriched Data
User IDs to link data
Big
Data

Research
Data

Every participant
...
THIS IS CYRA
User Profile
Data on Cyra

Diary
Creator

25,923 Follower
Played
User Downloaded
49 Sounds
6 Sets
Reposted
931 Likes
Liked
8,698 Commen...
Creator / Listener Like Cyra
1 in 4 of SoundCloud’s
most active and
engaged listeners are
also creators, like Cyra

Love t...
Joe listens to Cyra
Male, 28
Spends $24/m on music
Lives in US urban area
Aware of 10 services
Uses 5 in parallel: Youtube...
A Day in the Life of a Listener
Peak listening time of the day and transactional listening
though social sharing
Lunch
Com...
Mobile Survey Chunking
We are the pioneers of
survey “chunking” on
mobile – splitting
traditional 30 minute
surveys into
s...
Completion Rates of Long and
Chunked Survey are Comparable
92%

80%

15-QUESTION
SURVEY
Source: On Device Research, August...
% of Respondents Who
Fell for Trap Question
9%

4%

30-QUESTION
SURVEY
Source: On Device Research, August 2013
N=2324, UK
...
The Sound of Big Data - SoundCloud case study
The Sound of Big Data - SoundCloud case study
The Sound of Big Data - SoundCloud case study
The Sound of Big Data - SoundCloud case study
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The Sound of Big Data - SoundCloud case study

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SoundCloud is a Big Data company - its 200 million users generate over 3 terabytes of raw data every single day. Yet all this data couldn't answer some "why?" questions.

On Device Research helped SoundCloud to enrich their Big Data with user research via mobile diaries. The presentation explains the challenge, the process and some of the findings.

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The Sound of Big Data - SoundCloud case study

  1. 1. THE SOUND OF BIG DATA Combining Big Data with mobile diaries to create contextual customer profiles
  2. 2. On Device Research uses the mobile internet to gain access to consumer opinion at any time or location. • • • • Mobile-only audiences Emerging / growth markets In-the moment research Advertising effectiveness
  3. 3. Mobile research panels 10 million mobile surveys in 57 countries. Focus on emerging markets and mobile-only audiences.
  4. 4. A platform to discover new, original music and audio, to build an audience, and to share online and on mobile. * 200 million users per month * 12 hours of audio uploaded every minute
  5. 5. The Challenge With Big Data Velocity real time near real time • Marketing is 4Ps Product, Promotion, Place and Price • Big Data is 3Vs Velocity, Volume and Variety periodic batch MB table data base unstructured Variety GB TB PB Volume
  6. 6. The Challenge • Context of current user’s interaction • Missing market insights • Resource intensive to access and analyze
  7. 7. Principal Aims Time Understand the time spent on listening to audio Motivation Explore dimensions of motivations Impact Impact in consumers’ everyday lives
  8. 8. Methodology On Device Research PRE-RECRUITMENT & SCREENING MOBILE DIARY POST-SURVEY FOLLOW UP DATA CONSOLIDATION SoundCloud
  9. 9. How a mobile diary looks Mon Intro survey Tues Wed 7am Thu Fri 7am Sat Sun 7am 9am 11am Time of day of encounters 12am 12am 4pm 5pm 5pm 6pm Exit survey
  10. 10. Methodology On Device Research PRE-RECRUITMENT & SCREENING MOBILE DIARY POST-SURVEY FOLLOW UP DATA CONSOLIDATION SoundCloud
  11. 11. Link Server Data + Research Data to Create Enriched Data User IDs to link data Big Data Research Data Every participant agreed up front Data Consolidation
  12. 12. THIS IS CYRA
  13. 13. User Profile
  14. 14. Data on Cyra Diary Creator 25,923 Follower Played User Downloaded 49 Sounds 6 Sets Reposted 931 Likes Liked 8,698 Comments Commented 1,631 Following Add to sets … … Creator Pro Account Country High Engagement Mobile or Web Segment 6 Genre Big Data Demographics Online habits Competitive use Social sharing Feature … Diary Content Genre Device Location With Big Data Research Data
  15. 15. Creator / Listener Like Cyra 1 in 4 of SoundCloud’s most active and engaged listeners are also creators, like Cyra Love to share online via multiple social media When not listening they are active social people, preferring sports and socializing in their offline lives Most listening happened via mobile on their own Listener
  16. 16. Joe listens to Cyra Male, 28 Spends $24/m on music Lives in US urban area Aware of 10 services Uses 5 in parallel: Youtube iTunes, Pandora, Spotify SoundCloud “I know what I want to listen to: artists I like.” “I choose consciously what I want to listen to next – it’s part of my daily life to discover new content and listen to music that I like.” “I have an emotional connection to the music I listen to.” “This helps me relax, fill time or concentrate on work.” “I use SoundCloud to listen to music and audio. I also actively share content.” Joe SC User US Listener Consumer
  17. 17. A Day in the Life of a Listener Peak listening time of the day and transactional listening though social sharing Lunch Commute Most 3-5h listening sessions start around 10am Back home Good morning Commute Good night Live audio on their own in the car 4AM-6AM 7AM-9AM 10AM-12AM At home via home entertainment with friends & family throughout the evening 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM
  18. 18. Mobile Survey Chunking We are the pioneers of survey “chunking” on mobile – splitting traditional 30 minute surveys into several phases to help you meet your project requirements. SMS INVITE #1 SMS INVITE #2 1st CHUNK 2nd CHUNK DAY 1 Get the free report from ondeviceresearch.com/blog DAY 2
  19. 19. Completion Rates of Long and Chunked Survey are Comparable 92% 80% 15-QUESTION SURVEY Source: On Device Research, August 2013 N=2324, UK 30-QUESTION SURVEY 79% 2-CHUNK 30QUESTION SURVEY
  20. 20. % of Respondents Who Fell for Trap Question 9% 4% 30-QUESTION SURVEY Source: On Device Research, August 2013 N=2324, UK 4% 15-QUESTION SURVEY 2-CHUNK 30QUESTION SURVEY

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