The 5th methodology: implementing a holistic approach to mobile research Jim Schwab - SVP, North America - OnePoint Surveys Reviewing mobile market research within a holistic context. Discussing the channels of survey engagement that are optimal via mobile. Outlining the key success factors for navigating the wireless landscape.

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Mobile MR
The 5th Methodology: implementing a
holistic approach to mobile research
Jim Schwab
SVP North America, OnePoint Global
Copyright © 2011 – OnePoint Global Ltd

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Global Market Leaders - Over 20,000 projects
completed – Worldwide
Copyright © 2011 – OnePoint Global Ltd

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Wireless Industry…..
A fragmented mess
 Wireless carriers  Culture
 Handsets  Regulatory
 Screen size  Infrastructure
 Resolutions
 Individual plans
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Online
Mobile or
MR Mobile
Online
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Which methodology?
 Understand the strengths and weaknesses
of the channel/methodology
 Understand the goals of your project
 Target respondents
 Budget
 Actions based on the results
 Choose best methodology
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When to use Mobile Methodology…
It’s in your pocket!!
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Examples & Learnings….
 Multi-location consumer electronics, 110 stores
 IVR = 2-10 completes/month
 SMS = 125 completes/month
 Impact of SMS
 50-70% reduction in IVR & online
 Overall volume increase
 More completes = better segmentation = better
Csat results
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Examples & Learnings….
 Mystery shopping, store audits
 Current methods lack
 Validation, security
 Efficiency
 Apps
 Location, time/day stamp
 Link pictures with results
 More efficient
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Examples & Learnings….
 General Mills
 Diary tracking
 Small budget
 150 panelists across 3 time zones
 508 lunch diaries, 70 photographs
 Sweet cravings occur
At home (51%), Work (31%)
Peak between 11am-2pm (25%)
On your own (25%), with family (15%)
Want something sweet (29%), Hunger (27%)
Baked goods (AM), Chocolate (Afternoon), Ice
cream (PM)
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Thank you!
Jim Schwab
OnePoint Global
+1.585.261.9433
jim.schwab@onepointglobal.com
@jimschwab
Copyright © 2011 – OnePoint Global Ltd

15. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
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