Leveraging digital insights via mobile channels
Joanna Jen - Director, Kantar Digital - Kantar
Rolfe Swinton - Co-Founder & Director - Lumi Mobile
Covering the evolution of market research – why mobile now? Consumer and digital insights.
11. People are using their mobile phones for all sorts of non call tasks
Groups who have less access to PCs use mobiles even more
The use of non-voice data applications has grown significantly over the African-Americans and Latinos lead whites in their use of mobile
last year The % of cell phone owners who use their phones to of data applications
the following:
April 2009 May 2010 April 2009 May 2010 All White, non- Black, non- Hispanic (English-
adults Hispanic Hispanic speaking)
Take a picture Access the internet Own a cell phone 82% 80% 87% 87%
66 76 25 38
% of cell owners within each group who do the following on their phones
Take a picture 76 75 76 83*
Send/receive text messages 72 68 79* 83*
Send or receive text massages Play music Access the internet 38 33 46* 51*
65 72 21 33
Send/receive email 34 30 41* 47*
Play a game 34 29 51* 46*
Record a video 34 29 48* 45*
Play a game Send or receive instant messages Play music 33 26 52* 49*
27 34 20 30
Send/receive instant 30 23 44* 49*
messages
Use a social networking site 23 19 33* 36*
Watch a video 20 15 27* 33*
Send or receive email Record a video
Post a photo or video online 15 13 20* 25*
25 34 19 34 Purchase a product
Use a status update service
Mean number of cell activities
11
10
4.3
10
8
3.8
13
13
5.4
18
15
5.8
Source: Pew Research Center’s Internet & American Life Project, april 29 May 30, 2010 Trackign Survey. N=2,252 adults 18 and older; n=1,917 based on cell phone users * = statistically significant difference compared with
whites
16. WHY NOW
1. Mobile device coverage is essentially ubiquitous.
2. The mobile device is a multi-tasking machine and
not just a telephone.
3. Access to the mobile Internet is becoming
cheaper, faster and more reliable.
4. Feature-rich mobile phones are being adopted by
the mass market.
16
17. AGENDA
– Evolution of Market Research
– Why Mobile Now
– Consumer and Digital Insights
– Discussion
17
20. Mobile is a Platform That Then Connects to Other Devices
and Other Platforms
Wifi/ Mobile
Networks
3rd Party Devices Lumi Mobile Technology Lumi Mobile Server 3rd Party Servers
Running on Any Mobile Device
21. Touchpoints Example:
Effective diary tool
Touchpoints USA was launched in September 2010 by MBI and
sponsored by CIMM
About the service:
– Carefully designed respondent experience to maximise
fun and ease of completing the diary
– Tailored reminder tools to ensure respondents remain
engaged and complete their diaries on a very regular
basis
– Ability to push custom follow on questions to individuals
– Ability to also capture passive respondent data such as
their locations over the duration of the study
– Completion rates near 95% with satisfaction levels of
8/10
22. Example:
Touchpoints key usability features
Simple navigation
Clear reminder of the
time period covered
Icons bring ideas to
life, making it friendly
Clear reminder of where
people are in the diary
32. The Mobile Device Can Morph into the Second Screen Providing a
Whole New Layer to Television, Music, and Live Events While Also
Serving as a Powerful Means to Generate Consumer Insight
Children’s Game Live
Programs Shows Sports
Reality
Politics Event TV
TV
Talk
Shows
37. AGENDA
– Evolution of Market Research
– Why Mobile Now
– Consumer and Digital Insights
– Discussion
37
38. DISCUSSION: SOME CRITICAL QUESTIONS
– What do you get when you draw these lines of development out
3-5 years?
– Power of passive
– Gamification of research experiences
– Power of the new platforms
– Ubiquity of access
– Great user experiences
– Providing value back to the respondents
– What happens when there are no “dumbphones” left?
– What happens next to the development of the exobrain?
38
40. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org
Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter