Kantar Media - Mobile Qualitative Research

Mobile internet is set to take off this year. Once it goes mass market it will have a transformative effect on the way audiences consume media content. It will also join the armoury of research methods.

Our mission is to illuminate the digital world. How do audiences engage emotionally with digital content across platforms? How does the mix help build audience engagement and enhance advertising effectiveness?

The World Cup is a massive media event that brings people together on an emotional journey. Mobile research provides a great opportunity to tap into that emotion in real time.

World Cup 2010 Twitter Replay, source: http://www.guardian.co.uk/football/world-cup-match-replay
Social media is the new phenomenon this time around. You might have seen this neat Twitter Replay tool on guardian.co.uk. But to what extent was the audience for England matches participating in social media?

TGI POSTSCRIPT
We started by looking at what we knew about the audience in TGI Sport+ and followed up with some specific World Cup questions appended via Postscript, our TGI-linked omnibus service.

TGI POSTSCRIPT
Then we recruited some England fans to an online community, our World Cup Arena, for qualitative interaction and immersion. And we gave them some filming tasks to complete using their mobile phones.

TGI POSTSCRIPT
During the first England match against the USA we fielded a WAP survey to find out exactly what our audience was up to. And we also facilitated some post-match analysis via our online community.

I make sure I keep up with all the latest sporting news 76%
I cannot do without mobile communications 45%
When I need information the first place I look is the internet 61%
Source: Kantar Media GB TGI Sport+ 2010 Q2
Base: Likely to follow World Cup 2010 and very interested in football (n=4,592)
11 million fans aged 15+ claimed they were likely to follow the World Cup and were very interested in football. They were more likely than average to be heavy internet users and also highly dependent on their mobile.

Source: Kantar Media GB TGI Postscript 2010 Q2
Base: World Cup fans (n=1,235)
While for most home was where the action was planned, younger people claimed to be more likely to view matches out of home too. But what about beyond TV? Could a big event trigger other behaviour?

Our community started the day before England’s opener against the USA. We collected conversations, environments, tone and atmosphere. Each was both text and context: meaning came through the relationships.

“
excited
special
football fever
it’s a religion
can’t beat that feeling
”
reason for living!
Imagine for a moment you wake up in a different world and football doesn’t exist… This deprivation fantasy revealed the fans’ passion for the game. One posted this image to exclaim football’s the “reason for living!”

“
No conversation
& heated debate
= boredom!
”
Being a personal device, mobile gave us more intimate access to their worlds by tapping into the emotion of their experience in the moment. This gave us more accurate and insightful data.

“
We’d all have to revert to the weather. I’d be a lot quieter!
”
Football’s a conversation starter: “I talk about it all the time!” one remarked. Without football “we’d all have to revert to the weather.” It’s also a leveller, they explained, bringing people and nations together.

The research was conducted in their world, not ours. Freed of the constraints of social conformity, they were empowered to tell their own stories. They became active participants rather than just respondents.

“
Looking forward to
an easy victory
”
Excited
On the Saturday of the England-US match the mood was generally positive. Among some there was unbridled optimism: “Really looking forward to seeing England do well”; “I’m positive we’ll win this one.”

“
Getting nervous
”
Others though were more cautious: “There’s the hope that England might just do something…” And there were some nagging doubts: “I fear we’ll go out on penalties again.”

Index vs. all fans
191
140
208
200
180
Source: Kantar Media GB TGI Postscript 2010 Q2
Base: World Cup fans (All: n=1,235. Age 16-35: n=399)
161
16-34 year olds anticipated the highest levels of World Cup related communication across the whole campaign, particularly using Facebook. But what was used during the match itself?

45% sent or received SMS or MMS
16% used Facebook,
Twitter or another social networking site
21% accessed the internet
15% made or received a call
9%sent or received an email
35%did not use their mobile phone
Source: Kantar Media In-Match WAP Survey, half-time on 12 June 2010
Base: Smartphone users watching the England/USA match live on TV (n=207)
At half time, moments after Robert Green’s equaliser for the USA, our WAP survey of smartphone users revealed 65% had used their mobile during the first half. In the emotion of the moment texting won out.

“
As soon as the US equaliser went in (and we’d all stopped crying) everyone was on Facebook on their phones to see what comedy insults people were posting on their status
”
Social media appears to kick in after the event, allowing people to compare reactions, check the mood of others and release tension. Mobile was also used across the campaign for calendar reminders and updates.

“
Felt a little deflated
”
Same old same old really
When the final whistle went there were three main reactions. First disappointment. Many felt deflated: “The highlight for me was the goal in the first three minutes. After that everything went downhill.”

“
for Rob Green, who is still the best keeper in England
”
Others were angry, both about the overall performance and the goalkeeper’s howler. Though Robert Green did have one apologist who posted this. You won’t be surprised he was a West Ham supporter.

“
Damn you ITV!!
”
But anger was greater about the ITV HD fiasco. “It really p***ed me off to be honest! Not just missing the goal but that a TV station can’t broadcast what they’re supposed to… Whoever’s fault it was has to be sacked.”

“
Not feeling worried.
England shouldn't
give up hope!
”
The third emotion was optimism. Interestingly, at half time, when the score was one-all, our WAP survey recorded 76% predicting England to win. Just 19% expected to draw.

With all that tension hanging in the air we decided to continue with the England-Slovenia match. We could do this because of the flexibility of the method. We’d built a community of interested and engaged followers.

“
Our world cup starts now
COME ON ENGLAND!!!
”
Remarkably, most sent us further film, text and email feedback, even as the match was playing. At first their mood was a mixture of nerves and excitement. But with the win confidence returned.

“
”
Through the remote access, paradoxically, we got closer to our fans,
capturing reactions to the World Cup as it unfolded, minimising the loss of detail.

“
”
In the films they made on their mobiles they could show as well as tell. We saw their environments – the pub, their home, their mobile, their TV –all of which might easily have been overlooked after the event.

“
”
The immediacy of images and the humanising quality of film help bring research to life because they draw on the emotionality of the data. But, of course, it all requires analysis and interpretation.

“
I don't believe they’ll bring in video replay technology at all… FIFA won’t admit they’re wrong and back track on comments they’ve made…
Sent using BlackBerry® from Orange
”
Further unsolicited feedback came after the 4-1 defeat to Germany arguing for the power of film! “I don’t believe they’ll bring in video replay technology… FIFA won’t admit they’re wrong and back track…”

BRICOLAGE
To summarise the key points about mobile: first, we used a bricolage approach. We integrated a variety of methods and data sources to build a holistic understanding. Mobile was an important part of that mix.

BRICOLAGE
IMPACT
Second, the emotionality and immediacy of multimedia data became a powerful tool in telling the story and communicating the findings. But the films and other data were much more important than just that.

BRICOLAGE
IMPACT
CONTEXTUAL
Third, being a personal device, mobile transported us to their worlds. We read their real time reactions, heard their excitement and saw their environments. Those worlds stimulated them to share their feelings.

BRICOLAGE
IMPACT
CONTEXTUAL
EMOTION
And finally, mobile also got us closer to the emotion of the moment, capturing high quality data that allowed us to produce a rounded and insightful view.

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Kantar Media - Mobile Qualitative Research

by Kantar Media UK on Aug 09, 2010

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Kantar Media - Mobile Qualitative Research — Presentation Transcript