CASRO Presentation - Evolving Mobile Research Methods

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CASRO Focus:
 In-depth look at the tools and techniques to capture the savvy mobile respondent
 Focus on future trends in marketing research design, analysis and implementation
 Provide innovative methods for delivering actionable insight
 Resources to enhance the mobile user experience: user interface from tablets to smart phones

Published in: Technology, Business
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CASRO Presentation - Evolving Mobile Research Methods

  1. 1. Meeting respondents on their home turf<br />Evolving mobile research methods that work<br />
  2. 2. TODAY WE’LL COVER<br />Evolution & the respondent experience<br />The mobile opportunity<br />Current mobile research applications<br />Best practices<br />Tips for staying ahead of the curve….<br />
  3. 3.
  4. 4.
  5. 5. THEMOBILE OPPORTUNITY<br />
  6. 6. WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.<br /><ul><li>Cooperation rates continue to decline
  7. 7. Quality concerns (time to stop pointing the finger at panel!)
  8. 8. Respondents are using their cell phones to access content
  9. 9. Research technologies must evolve…</li></ul>Keep respondents engaged!<br />Connect using relevant communication modes!<br />
  10. 10. It’s not just about using technology to create PRODUCTS…<br />It’s about utilizing technology to improve the EXPERIENCE.<br />Stop focusing on products!<br />
  11. 11. The mobile experience<br />Evolving quickly…(daily)!<br />INSERT VIDEO<br />
  12. 12. What’s your market positioning?<br />Choose your position….<br />Would you rather be FIRSTin market<br />OR….<br />BESTin market?<br />
  13. 13. PRO’S & CON’S<br />Pro’s<br /><ul><li>Fastest growing area of media adoption
  14. 14. One to one marketing (direct connection)
  15. 15. Measurement
  16. 16. Exposure to respondents without landlines</li></ul>Con’s<br />Mobile devices are “personal”<br />Consumers want control<br />Concern over fees (Digital Sidebar?)<br />Limited device penetration & application burnout<br />Deceptive distribution/developer techniques<br />
  17. 17. THE MOBILE OPPORTUNITY<br />1.5 TRILLION text messages sent in 2009<br />90%+ of phones are mobile internet ready<br />1 in 5 access the internet at least 1x per day<br />
  18. 18. RESEARCH MUST GUIDE METHODS/TECHNOLOGY<br />The “shame” factor….<br />Be aware of respondent limitations…<br />Mobile browser<br />Survey apps<br />
  19. 19. THE TABLET OPPORTUNITY<br />Tablet sales rose 124% from Q3 to Q4 2009*<br />Keep in mind country differences….<br />* IMS Research via Daily Tech<br />
  20. 20. Ipad surveys<br /><ul><li>Touch screen compatible
  21. 21. Allows use of interactive questions</li></ul>Don’t forget your internet connection!<br />
  22. 22. Ipad surveys<br />(<br />)<br />HYBRID <br />OPPORTUNITIES<br /><ul><li>Combines the best of quant/qual techniques</li></ul>Survey to quantify individual preferences<br />Group discussion of the drivers of preference<br />The tools…iPad + real time data + group discussion<br />
  23. 23. WHERE ARE WE TODAY?WHERE ARE WE GOING?<br />
  24. 24. MOBILE capabilities…today<br />Multi-platform studies<br />Auto-directed based on access point<br />Text Surveys<br />Web based mobile surveys<br />Text, diary & multimedia surveys<br />App based mobile surveys<br />Surveys pushed via survey specific or pre-existing apps<br />Custom mobile apps<br />iPad surveys<br />Hybrid surveys<br />Interactive questions/multimedia<br />Mobile sampling/custom panels<br />Broad based consumer panels<br />Proprietary research communities<br />
  25. 25. IN EARLY RELEASE OR COMING SOON…<br />Integration with DIY software suites<br />Warning & “best practice” notifications<br />Multi-language surveys<br />Geolocation for more accurate targeting (privacy!)<br />Image based survey triggers<br />Incentive direct to mobile (One Point)<br />
  26. 26. WHAT’S WORKING<br />Short text based surveys (sensitivity to respondent tolerance)<br />Image/video uploads (diary/ethnography)<br />Survey apps (beware of download tolerance/sample representation)<br />
  27. 27. WHAT’S NOT WORKING<br />Long surveys<br />Complex question types<br />Limited app distribution (platform compatibility)<br />Failing to alert respondents to privacy/security issues<br />Insensitivity to personal nature of cell phones<br />
  28. 28. BEST PRACTICES…today<br />Keep it short!<br />10 questions (or less)<br />Keep it simple!<br />Minimize content <br />& complexity <br />
  29. 29. Get involved in the conversation…<br />GROUPS:<br />NGMR<br />Innovation & New Tools in MR<br />EVENTS:<br />IIR Tech<br />CASRO Tech Conference<br />Intl’ Conference on MR in the Mobile World<br />ESOMAR 3D<br />
  30. 30. REMEMBER….<br />This world is changing rapidly!<br />Android<br />Smartphone use is exploding<br />Tablet sales expected to skyrocket<br />Nokia<br />Sites to watch…<br />Engadget<br />TechCrunch<br />Arstechnica<br />Daily Tech<br />Press from IDC, Admob, ComScore<br />
  31. 31. Stay curious. SEEK OUT PARTNERSWHO CAN HELP YOU…<br />
  32. 32. By asking the rightquestionsSTARTING WITH<br />
  33. 33. why?<br />
  34. 34. Kristin Luck<br />kristin@decipherinc.com<br />310.713.6622<br />FOLLOW ME!<br />Twitter: kristinluck<br />Linked In: kristinluck<br />FOLLOW DECIPHER!<br />Twitter: deciphertweets<br />Facebook: decipherinc<br />

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