10 Ways To Effectively Use   Mobile ResearchPeople areDemographicallyDifferent Online   Nimit Trivedi   Director – Client ...
Agenda         2
Insights & Analytics Data Industry EvolutionFrom Face-to-face Interviews to Big Data                                      ...
Research Now global fieldwork provider   "to be the global leader in permission based digital data collection   and report...
Our Big Data Set…to append to client transactional data                                          5
6
7
So, what are the 10 ways toeffectively use mobile research……to further the engagement withyour respondents and collect ins...
Consumer InsightsPOS/POP & Purchase    Exit Interviews &  Decision Making    In-Store Intercepts Mystery Shopping    Measu...
Consumer InsightsPOP & Purchase Decision Making Process In-store             • Understand the consumer purchase decision m...
Consumer InsightsExit interviews             • Understand why customers don’t make purchases when               visiting r...
Consumer InsightsMystery Shopping             • Electronics manufacturer needed to know about price points,               ...
Consumer InsightsIn Financial Services sector             • Leading financial software company wanted to understand       ...
Consumer InsightsNPD and In-Store Intercepts            • A leading fast food retailer wanted to understand consumer   the...
In the Moment                      Entertainment Diary / Time Use   Research & Media,      Studies         Ad Campaign    ...
In the Moment data collection     Ad touch points and its influence on purchase/consumption preferences            • A top...
In the Moment data collection - EntertainmentMovie goers study             • Understand movie goers preferences and how th...
Home Ethnography             • Understand respondents’ comfort level with the qualitative               components of mobi...
Digital Media  Behavioural &   In-App Intercepts   Survey Data                                      19
Digital MediaFusion of Behavioural and Survey data             • A leading US publisher wanted insights to help develop th...
Digital MediaIn-app intercept study             • A leading digital newspaper and magazine publisher in the US            ...
Lessons Learned                  22                  22
As far as the methodology is concerned…      Research     Methodology    • Won’t take mobile surveys    • Short Surveys   ...
And about the overall technology and itsevolution…                     Technology    • Device size    • Technology and Int...
It’s not about the technology alone, it’s thepanel too…                App             Panel             Features       De...
QuestionsNimit Trivedintrivedi@researchnow.comwww.researchnow.com
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10 Ways to Use Mobile Research

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10 Ways to Use Mobile Research

  1. 1. 10 Ways To Effectively Use Mobile ResearchPeople areDemographicallyDifferent Online Nimit Trivedi Director – Client Development EMEA Research Now Mobile 12 February 2013
  2. 2. Agenda 2
  3. 3. Insights & Analytics Data Industry EvolutionFrom Face-to-face Interviews to Big Data 3
  4. 4. Research Now global fieldwork provider "to be the global leader in permission based digital data collection and reporting to power insight"• Research Panels in 38 countries• Over 6 million highly responsive, deeply profiled consumers & business professionals• Industry leading response and retention rates 4
  5. 5. Our Big Data Set…to append to client transactional data 5
  6. 6. 6
  7. 7. 7
  8. 8. So, what are the 10 ways toeffectively use mobile research……to further the engagement withyour respondents and collect insightslike never before. 8 8
  9. 9. Consumer InsightsPOS/POP & Purchase Exit Interviews & Decision Making In-Store Intercepts Mystery Shopping Measuring Financial Transactions 9
  10. 10. Consumer InsightsPOP & Purchase Decision Making Process In-store • Understand the consumer purchase decision making process and their product usage preferences across multiple channels thechallenge • Utilise location targeting [geo-fencing] to validate respondents • Device surveys which will allow to virtually follow respondents in stores while they make purchase decisions our solution • Utilise platform features like image capture, barcode scanning to understand products considered during decision making process Benefits: • 894 supermarket shoppers invited: 37% response rate  Highly validated • 189 grocery shoppers invited: 41% response rate respondents via geo fencing • 164 club store shoppers invited: 43% response rate results  Rich data – a mix of qualitative inputs • The study provided deep insights about consumer and quantitative in-store shopping preferences and their decision making information with patterns across the channels purchase validationconclusion by scanning barcodes 10
  11. 11. Consumer InsightsExit interviews • Understand why customers don’t make purchases when visiting retail storefronts • Use this insight to device strategies to increase conversion thechallenge rate • Utilise Interviewer Mode of the platform to conduct Exit Interviews by intercepting consumers who were non- purchasers our • Optimize the data collection in offline mode solution • Over 450 exit interviews conducted in record time of 7 days • Responses were captured in real-time and sent to a server Benefits: where raw data reports and data exports were available for  Moment-of-truth viewing. Offline data capture was supported to conduct data collection results surveys in areas where internet connection was not stable enough for online activity.  High quality validation • This study outperformed traditional methods used for non- purchaser research which would have taken too long and been too costly to implement  Speed – field time efficiencies leading to • Real time reporting enabled the client to quickly deviceconclusion quicker insights strategies to increase conversion rates 11
  12. 12. Consumer InsightsMystery Shopping • Electronics manufacturer needed to know about price points, in-store placement and POS activity within electronics the sections in specific retail storeschallenge • Recruit mystery shoppers who were closer to store locations • Device a short survey for ease of participation but leverage features like media capture, barcode scanning for richer our insights solution • The number of respondents was limited to 40 but was large Benefits: enough sample to confirm hypothesis  In-the-moment • Rich media captured allowed for much deeper insights than data collection results otherwise  Targeted respondents • Mobile proved to be a very easy and accurate way to conduct this mystery shopping study.  Better insights • With near to real time reporting of data captured, the client could view the data as it was collected and build insights onconclusion the go while the study was in field 12
  13. 13. Consumer InsightsIn Financial Services sector • Leading financial software company wanted to understand smartphone users preferences for using financial software and the performing financial transactions on their mobile deviceschallenge • Targeting and reaching right respondents for such a research would’ve been difficult, thus use of webApp survey was recommended to interview consumers via medium they placed the order our • Include questions about functionality used, functionality solution expected, current financial apps used [apart from the one for this client], satisfaction levels etc. • Study received 150 completes within a week Benefits: • Data provided the client with competitive information about how consumers were using solutions from competition and  Create near to app how it was influencing their preferences for services expected like experience via results along with their loyalty / satisfaction levels with services they same device to place were delivered by the client’s solutions the order • Highly qualified respondents [consumers] providing high  Fast response quality feedback which helped the client benchmark their solutions against consumer expectations and also review it vis-  Highly engagedconclusion à-vis what competition was offering respondents providing richer insights 13
  14. 14. Consumer InsightsNPD and In-Store Intercepts • A leading fast food retailer wanted to understand consumer the preferences for new products which were being testedchallenge • In-store intercept was the best medium for such insights collection, so the use of interviewer mode was recommended • In order to get deeper insights, utilize media upload features to understand consumer reaction to new products they were given to taste - media uploads [image and video], heatmap exercise our were thus built in the survey Benefits: solution • Data collection was optimized for offline data collection  Moment-of-truth data collection • Though the survey was over 25 mins and was allowed to be self-completed by consumers, over 887 interviews were collected within 7days in field across various store locations in  High quality the UK – far more than traditional methods validation • Data was transmitted each day and with live reporting link, the client could review fieldwork progress and also  Speed – field time results simultaneously develop insights reports on what is being liked efficiencies and what isn’t  Rich media • This study outperformed traditional methods used for in-store providing for very product tests both in speed and qualify of data collection qualified and deep • Rich media uploads and heat maps provided client with real insights thanconclusion snapshot of what consumers felt about the new products which possible otherwise they tested 14
  15. 15. In the Moment Entertainment Diary / Time Use Research & Media, Studies Ad Campaign Effectiveness IHUTs / Product Home Ethnography Testing 15
  16. 16. In the Moment data collection Ad touch points and its influence on purchase/consumption preferences • A top media agency wanted to understand various ad touch points for lager brands and how it could influence purchase and consumption the preferences of consumerschallenge • Diary study setup for recording ad touch points and purchase / consumption occasions and allow respondents liberty to make submissions as and when needed instead of setting an expectation of X many submissions per day or week • Leverage media uploads to enhance quality of data collected our • Setup tasks based setup to also collect peripheral information around solution how they store alcoholic beverages at home and other such vital information which could help with ad campaigns • 340 highly engaged and active respondents for a 2 week long project against the client expectation of 300 • Each of these respondents had more than 9 submissions made for ad Benefits: touch points, an average of 4 occasions each for consumption and  Highly engaged results purchase and each one of them completed the one-time tasks which respondents were assigned to them, which was way above what we had expected • Over 95% of these submissions had media uploads  Rich data – a mix of qualitative inputs • This project allowed the client understand the high level of and quantitative engagements when right medium was chosen for this kind of research information which greatly enriched theconclusion • The client could quite easily see what consumers register in a given ad [outdoor and indoor or in store] and if it bore any impact / influence on insights their preferences; which could then be used for design ad campaigns 16
  17. 17. In the Moment data collection - EntertainmentMovie goers study • Understand movie goers preferences and how their feelings for a movie change over time as they watch it thechallenge • Use location based targeting [geo-fencing] to ring-fence about 40 movie theatre chains in the USA • Use location coordinates captured from respondent devices to our trigger survey push solution • 492 panel members received survey invites in real-time while Benefits: still in the location. • 308 people completed the survey (approx. 62% response  Authentic, in-the- rate), with 245 about to see a movie. moment capture • Almost all the survey participations from those who qualified results for the survey had media uploads, establishing high level of  High quality engagement with the survey validation • 80% of survey completes were eligible movie-goers. Because  High level of some theatres are inside malls, some shoppers would trigger respondent the survey when they got close to the movie hall. engagement • The client could track how the sentiments towards a movieconclusion changed reviewing the results for pre and post surveys  Speed/Field time efficiencies 17
  18. 18. Home Ethnography • Understand respondents’ comfort level with the qualitative components of mobile surveys, including a variety of media the uploads.challenge • Sent a survey invite to 3500 panellists: 679 completes were collected within 2 days of being in field our solution • The results were impressive: Benefits: • 97% scanned barcodes • 99% uploaded pictures  Moment-of-truth • 82% uploaded audio data collection results • 80% of pet owners uploaded a video of their pet  Rich data – a nice mix of qualitative • This study helped establish what response and quality levels inputs and can be expected from media-intensive, qualitative mobile quantitative studies informationconclusion 18
  19. 19. Digital Media Behavioural & In-App Intercepts Survey Data 19
  20. 20. Digital MediaFusion of Behavioural and Survey data • A leading US publisher wanted insights to help develop their strategy to enter the digital publishing and distribution realm thechallenge • Collect both behavioural data and survey data for a deeper dive into the tablet usage habits and patterns of 2000 tablet our users in the US solution Benefits:  Deeper insights • Collected app downloads and usage, music played and with survey and websites visited behavioural data • Surveys, based on this behavioural data, were periodically pushed to these tablet users, which allowed for validation of results  Behavioural passive and declared behaviour targeting  Seamless user • Since the follow-up surveys were bespoke, the client was able experience to gather highlight validated U&A and purchase intention insightconclusion  Highly targeted to readers of the magazine 20
  21. 21. Digital MediaIn-app intercept study • A leading digital newspaper and magazine publisher in the US wanted to explore and understand consumer behaviour on tablets and smartphones to help device and fine tune their the digital strategychallenge • Recommended an In-app intercept survey which would be triggered when a consumer used the news app through either our a tablet or smartphone Benefits: solution  In-the-moment experience data collection • Despite 42 questions, we received 1,500 survey completes without offering incentives • The data was authentic and indicated a high level of  Behavioural results consumer engagement with the survey targeting  Seamless user • A deep understanding of information/content consumption experience habits of digital natives and how it compares with that of migrants, and how the digital strategy to engage these  Highly targeted toconclusion segments needs to be fine tuned readers of the magazine  Speed of data collections 21
  22. 22. Lessons Learned 22 22
  23. 23. As far as the methodology is concerned… Research Methodology • Won’t take mobile surveys • Short Surveys • Expect short responses • Need probing • Instructions are difficult to deliver • Not meant for everyone • Cost exceeds reward • Not Nat rep 23
  24. 24. And about the overall technology and itsevolution… Technology • Device size • Technology and Interfaces aren’t there yet • Connectivity • Only developed countries 24
  25. 25. It’s not about the technology alone, it’s thepanel too… App Panel Features Deep profiling Designed for Responsiveness research Dependability Quality & size 25
  26. 26. QuestionsNimit Trivedintrivedi@researchnow.comwww.researchnow.com

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