Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile research

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Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile research …

Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile research

Darren Mark Noyce - Managing Director, Global Insights – SKOPOS

Discussing the last decade of mobile methods: what are the successes and failures? Determining where we are now given history and moment. What is next for mobile: why is relevance the key driver and why now is the time for mobile.

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  • 1. Relevance, relevance, relevance!A call to arms (hands, fingers & thumbs) for mobile research2nd International Conference on Market Research in the Mobile WorldJuly 2011Darren Mark Noyce MMRS MCIMFounder & Managing DirectorSKOPOS market insight - Europe (London) Darren.Noyce@SKOPOS.info www.SKOPOS.info
  • 2. Prologue: Mobile is Relevance… “If you don’t have a mobile strategy, then you don’t have a strategy". -Eric Schmidt, Google Relevant adj. Bearing upon or connected with the matter in hand. 2
  • 3. Any method is best when relevant... To the audience To the topic To the client 3
  • 4. Summary: Arms, Hands, Fingers & Thumbs 4
  • 5. The past : mobile given the elbow…. Lacked research utility user relevance SKOPOS review 2003, concluded with: High Data costs Technical Difficulties Voice/ SMS usage ruled Virtually zero content consumption/ commerce 5
  • 6. Is this dawn or just a long night…? Sales Of agencies use ‘mobile’ “The issue for me is it’s only suitable 7% for asking one or two questions, whereas we tend to want to use longer surveys. “ Dee Knott, Insight Manager “I have reservations over privacy, and moreover robustness and reliability – but I can see potential – indeed my concerns may 93% be overcome once I have more experience of this as a method for delivering true insight (rather than just data).” Paul Hardcastle, Head of Consumer Research and Insights Source: Meaning Research 2010 6
  • 7. Clients: a gradual awakening to mobile? “I have reservations over privacy, and moreover robustness and reliability – but I can see potential – indeed my concerns may be overcome once I have more experience of this as a method for delivering true insight (rather than just data).” – July 2009 Paul Hardcastle Head of Consumer Research and Insights “I have seen this method of research collection being applied across the industry and now have a lot more exposure to it. Regarding the robustness/reliability of respondents answers via mobile, I still have some reservations but I do see mobiles advantages now. The method will mature over time and it is something we are starting to consider using here at Yahoo! ” – Feb 2011 7
  • 8. The present (1): Now, Mobile is Handy 8
  • 9. Virtually Everyone Has a Mobile 76% Mobile subscription within world population Source: International Telecommunication Union • Reaches the most difficult of geographies and situations Source: Market Research Global Alliance 9
  • 10. & Of course, It’s Anytime, Anyplace, Anywhere“When people leave home, they take 3 things with them, their wallet, keys and mobile phone” Mobiles Are wallets Numbers are addresses & increasingly anything ! Source: Jan Chipchase 10
  • 11. The present (2): Smartphones, Apps & TapTap 11
  • 12. The mobile web is taking off (at last) Smartphones are helping Traffic from mobile devices such as Smartphones has increased 5x in the past two years Source: ExactTarget 12
  • 13. m-commerce growth 12% have paid/ordered using mobile Have bought online 95% Have ordered something 6%SKOPOS MTrack TM via social network sites 1006 UK Active Digital Society 13
  • 14. eBay proves viability of the mobile channel ...and others are catching on 190Countries 30m+ $2bn Downloads Mobile sales Changed title from ‘Paypal payment apps’ to faciliate flow. The phrase “you’re on the go, so now we’re on the go” just jumps out, and here Pizza 14 Express is doing everything to go mobile. Paypal is def a catalyst.
  • 15. PayPal Payment Apps... 15
  • 16. Social is Going Mobile… 30% Mobile owners already access social networks via mobile (UK) “If I had to guess social commerce is the next area to really blow up” Mark Zuckerberg, August 23rd 2010 16
  • 17. The Future: Mobile gets Thumbs Up 17
  • 18. Clients see Utility & Relevance…Mobile-based research is increasinglyrelevant. So, from our point of view it’s…Of course, the head of Google is saying that 1/. Partly about reaching customers whomobile is the future (as a media, advertising, are using our products on mobile platforms,information and commercial platform). using those platforms for soliciting participation in research, and using the platforms to deliverAnd at News International we’re working on the surveys.precisely this. The publishing world hasbecome absorbed with apps, and here 2/. But it is also about declining response rateswe’ve just launched (end June) our new and research engagement generally,Times/Sunday Times smartphone app, so we have to adapt to reaching ouralongside our iPad app. audience in smarter ways. David Howells, Manager, Insight, News International (The Times/Sunday Times), June 2011 18
  • 19. Lack of knowledge and experience often drives rejection… Acceptance/Likelihood to use in future… 33% 29% 46%Phones with Phones that send deals/ Phones with Bar-Codevoice operated applications discounts dependent on location scanning to source best prices 26% 16% 9%Phones that Phones that Phones thatmeasure heart-rate know your mood give out smells TM SKOPOS MTrack 1006 UK Active Digital Society 19
  • 20. .. But increased engagement drives MR acceptance Would consider completing a mobile survey in future travel m- 74% m-gamblers 78% researchersUK active digital society 40% SKOPOS MTrack TM m-shoppers 81% m-book readers 82% 506 UK Active Digital Society 20
  • 21. New & Enriched Insights: Fusion & Linkage Multi-mode, more & more...  Response richness •Participants take notes, photos Participant engagement and videos of relevant items during their day • Photos and key details are automatically uploaded to an online diary 21
  • 22. Enriched insights: Geographical triangulation • Geo-location based responses • Additionally, the technology now exists to physically track the shopper journey (in & out of store) - via the mobile 22
  • 23. The 5 R’s that drive mobile research... • Audiences • Topic Relevance • Client Relevance Relevance • Photos • 2 x mobiles as PC’s • Videos Richness Reach • No location restrictions • Diaries • All ages • Apps • Always with you Really Response Speed • 95% txts arr in 10 secs • Un-fixed location handy & Real-Time • 94% of txts are read • Familiar (v 25% email) 23
  • 24. Any method is best when relevant... To the audience To the topic To the client 24
  • 25. Relevance will propel mobile … Client The rise of acceptance & m-commerce portals -Clients’ mobile awakeningRelevance -Apps as an entry point M-web proliferation Reach Increased Richness digital Real-time engagement Really handy 25
  • 26. In short: Arms, Hands, Fingers & Thumbs Up! 26
  • 27. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter