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Decipher Mobile Market Research Services
 

Decipher Mobile Market Research Services

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Decipher Inc., a comprehensive market research services firm, is constantly innovating through mobile research best practices: what works and what doesn’t when meeting respondents who are on the ...

Decipher Inc., a comprehensive market research services firm, is constantly innovating through mobile research best practices: what works and what doesn’t when meeting respondents who are on the fly. Connect, engage and deliver actionable results. www,decipherinc.com
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    Decipher Mobile Market Research Services Decipher Mobile Market Research Services Presentation Transcript

    • WHY DO PEOPLECARE SO MUCH ABOUT CELEBRITIES?
    • WE’RE JUST AS CURIOUSABOUT HUMAN BEHAVIORAS YOU ARE.
    • MOBILE SURVEYSTECHNIQUES & BEST PRACTICES
    • OUR DATA
    • OUR DATA2000 The year Decipher was founded25 Years of senior-level experience110 Number of employees3 Offices (Fresno, Portland & LA)0 Amount of work we outsource
    • OUR SERVICES
    • OUR SERVICESOnline Survey ProgrammingSamplingData Processing & Interactive DashboardsOnline ReportingCustom Community Development
    • ONLINE SURVEY PROGRAMMINGAnd introducingBeacon ™Survey & Reporting tools
    • NOW ON TO MOBILE…
    • TODAY WE’LL COVERAn overview of mobile marketing• What is it?• How it’s changing the way marketers communicateCurrent mobile research tools & applications• Mobile research• iPad researchFuture mobile research capabilities
    • WHAT THE HECK IS MOBILE MARKETING?• Text Messaging (SMS)• MMS (multimedia messaging service – pictures)• WAP (wireless application protocol – internet browser)• Keyword & Shortcode (text DEC to 71366)• Mobile marketing is already here!• Over 40% of US mobile subscribers say they have been exposed to one or more forms of advertising/marketing on their cell phone in the past 30 days.
    • MOBILE MARKETING STATS ( IT’S HERE! )• 90% of Americans over the age of 13 own a mobile phone.• 60% of US marketers are engaged in mobile marketing.• 45% of major US brands are experimenting with mobile campaigns.• 40% of the 400 billion annual global text messages are commercial.
    • WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.• Cooperation rates continue to decline• Quality concerns (time to stop pointing the finger at panel!)• Respondents are using SmartPhones to access online content• Research technologies must evolve… • Keep respondents engaged! • Connect using relevant communication modes!
    • PRO’S & CON’SPro’s• Fastest growing area of media adoption• One to one marketing (direct connection)• Measurement• Exposure to respondents without landlinesCon’s• Mobile devices are “personal”• Consumers want control• Concern over fees (Digital Sidebar?)• Application burnout• Deceptive distribution/developer techniques
    • THE MOBILE OPPORTUNITY90%+ of phones are mobile internet ready60% of users access at least 1x per dayMobile can be used for…• Alerts• Information• Couponing• Contests• And most importantly…research
    • MOBILE FOR RESEARCHProduct purchase• POP feedback• Purchase drivers (couponing, sale, etc)In Market• Screenings/exits• Ethnography & diary studies• Brand awareness• TransactionalBrand Experience• Event based• Customer satisfactionMobile Measurement• Mobile advertising effectiveness
    • MOBILE SURVEYSWeb based surveys• Text & multimedia capabilities• High device compatibility (70%+)App based surveys• Device specific• Faster delivery/upload times• Can be pushed via existing marketing apps
    • IPAD SURVEYS• Touch screen compatible• Allows use of interactive questionsDon’t forget your internet connection!
    • IPAD SURVEYS ( ) HYBRID OPPORTUNITIES• Combines the best of quant/qual techniques • Survey to quantify individual preferences • Group discussion of the drivers of preference The tools…iPad + real time data + group discussion
    • WHERE ARE WE TODAY?WHERE ARE WE GOING?
    • DECIPHER CAPABILITIES…TODAYMulti-platform studies• Auto-directed based on access pointWeb based mobile surveys• Text, diary & multimedia surveysiPad surveys• Hybrid surveys• Interactive questions/multimediaCustom mobile appsMobile panels• Proprietary research communities
    • DECIPHER CAPABILITIES…COMING SOON!Q1 Release• Granular device detection• Optimal styles routing• Integration with Beacon• Warning & “best practice” notificationsQ2 Release• App based surveys (multi-platform)• Multi-language surveys• Geolocation for more accurate targeting• Image based survey triggers• Incentive direct to mobile (One Point)
    • BEST PRACTICES…TODAYKeep it short!10 questions (or less)Keep it simple!Minimize content
    • REMEMBER….This world is changing rapidly!• Android• Smartphone use is exploding• Tablet sales expected to skyrocket• Nokia
    • WE’D LOVE TOPARTNER WITH YOUTO GET TO THE RIGHT DATA
    • BY ASKING THE RIGHTQUESTIONSSTARTING WITH
    • WHY?
    • KRISTIN LUCKkristin@decipherinc.com310.713.6622twitter.com/kristinlucklinkedin.com/in/kristinluck