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Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
Catching the moving targets
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Catching the moving targets

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Consumers are going mobile. It's not about whether you "like", you will have to "follow". …

Consumers are going mobile. It's not about whether you "like", you will have to "follow".

Presentation by: Pala Kuppusamy from Market Research in the Mobile World - North America

Published in: Technology, Business
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  • 1. Catching the moving targetsConsumers are going mobile.It’s not about whether youYou will have toPala KuppusamyCEO, Research Now Mobile (formerly iPinion)
  • 2. © 2012 Research Now 2
  • 3. Myths • People won’t do app/mobile surveys • Not meant for everyone • Not representative • Only developed countries © 2012 Research Now 4
  • 4. Myths: People won’t do app/mobile surveys © 2012 Research Now 5
  • 5. Myths: Mobile research is not for everyone © 2012 Research Now 6
  • 6. Myths: Mobile is not representative © 2012 Research Now 7
  • 7. Myths: Mobile research is just for developed countries © 2012 Research Now 8
  • 8. Catching where it matters © 2012 Research Now 10
  • 9. Catching in the way it appeals to them © 2012 Research Now 11
  • 10. Catching when it is fresh © 2012 Research Now 12
  • 11. Catching it vivid and rich © 2012 Research Now 13
  • 12. Catching when they are available © 2012 Research Now 14
  • 13. Catching them young © 2012 Research Now 15
  • 14. Real life Example: Movie goer studyGeo location study with Venue trigger• All major movie halls in the country fenced – Using Foursquare – the largest venue database• Highly targeted – 489 people tripped the fence – 308 completed the survey• No painful screeners – Those who went to a movie hall get invited• High quality – No false claims – Triggered and validated with geo location © 2012 Research Now 17
  • 15. Real life Example: Shopper studyGeo-fenced in-store shopping survey• Study targeted shoppers at Supermarkets, Grocery stores and club stores• Triggered by geo location• Bar code scans, picture of receipts for No survey results / validation pictures shown due to• Cross channel invitation vs completion client confidentiality – 894 invited; 334 completed – 189 invited; 78 completed – 164 invited; 71 completed• High compliance for bar code scanning, image uploads © 2012 Research Now 18
  • 16. Real life Example: Home ethnographyIn home immersion studies with rich media inputs• Target : 600 completes in 2 days – with rich media inputs on snacks, pets• Invited 3548 people. Received 678 responses in 2 days – 658 scanned barcodes – 673 uploaded pictures – 557 uploaded audio• Of 361 who had pets, 289 uploaded video © 2012 Research Now 19
  • 17. Mobile research sweet spots GREAT with Mobile Better with Mobile • In-store surveys • CSAT • Ethnography with • Concept testing media inputs • Awareness studies • Basket of goods - scan • Geo location tracking • Diary with timer / • Usage study calendar trigger • Interviewer / CAPI • Location triggered • CLT Studies • In the Moment • Youth targets © 2012 Research Now 23
  • 18. It’s not just about app; it’s about people too © 2012 Research Now 24
  • 19. Thank YouPala KuppusamyCEO, Research Now Mobile (formerly iPinion)pkuppusamy@researchnow.com+1 614 822 8889

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