The future is in their hands

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The Future’s in Their Hands:
Exploring the application of qualitative & quantitative insight illumination methods
across the mobile platform

By Scott Dodgson

Presented at Merlien Institute's International Conference on Qualitative Consumer Researcg & Insights, 7 & 8 April 2011, Malta

Published in: Education
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The future is in their hands

  1. 1. The Future’s in Their Hands: Exploring the applicationof qualitative & quantitative insight illumination methods across the mobile platform Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  2. 2. & mobile for over 10 years
  3. 3. Context: SKOPOSResearch on Research Extent of (Active) Mobile Research Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  4. 4. SKOPOS findings concluded with In 2000 & 2003 online ‘won’ when we compared to SMS/WAP for One2One
  5. 5. Meaning Research, 2009: Less than 1% of surveys conducted over mobile
  6. 6. Be aware: over 80% at home/workwhen on ‘mobile’ (so not on the move) 80% at home/work Source: GlobalPark 09
  7. 7. But is itThe Next Big Thing? Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  8. 8. We believe the market is ready...
  9. 9. Mobile “When people leave home, they take 3 things with them, their wallet, keys and mobile phone”ubiquity Whenever, wherever, whatever Source: Fly Research
  10. 10. Especially for the young(er) ones...
  11. 11. Does Mobile Research Matter(if so little is being done just yet)? Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  12. 12. Source: GlobalPark
  13. 13. Source: Neilsen
  14. 14. The Drivers &Opportunities Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  15. 15. The 5 R’s that drive mobile Audience (e.g. youth) Topic (e.g. mobile) Relevance Client (e.g. Vodafone) & fit 2 x mobiles as PC’s Photos No location restrictions Videos Richness Reach All ages Diaries Incl hard to reach ‘youth’ Apps Always with you Response 95% txts arr in 10 secs Really Un-fixed location Speed & 94% of txts are read handy Real-Time (v 25% email) Familiar
  16. 16. To the audience To the topic To the clientMobile Networks, Mobile Media and Mobile Advertisers so far more likely to request/use Mobile Research
  17. 17. Local and Global
  18. 18. And it has a Multitude of Options & Possibilities Many Methods within the Method Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  19. 19. Short surveys Quick polls Ad hoc Access Panels Tracking Bespoke PanelsVerbatims/Opens OmnibusesVerbatims/Opens Txt-depths Vox-Mobs Life Diaries
  20. 20. Mobile QualRich & Rewarding Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  21. 21. 24/7 OpenExchanges
  22. 22. Qual: Vox mobs VoxMobs VoxPops over the mobile Panel Required With correct tech Source: HHBD
  23. 23. Case Study: Skype Vox mobs Fast & rich insight. Over a weekend mobile 5 min vox mobs conducted regarding internet telephony. Results analysed, edited and presentedSource: SKOPOS Market Insight to client following week.
  24. 24. Qual: Life diaries Source: Fly Research
  25. 25. Source: Ipsos
  26. 26. Picture capture, whenever, wherever Source: OnePoint Surveys
  27. 27. Picture capture, whenever, wherever Source: GlobalPark
  28. 28. Maximising theEffectiveness of the “In The Moment” Medium Case Studies Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  29. 29. Ferry company CustSat Shifted their CustSat from face to face to SMS having observed many passengers ‘playing’ with their phones while in transit. Saved money and also provided customers with instant relevant feedback mechanism, that filled time.
  30. 30. In the moment for mobile users/surfers
  31. 31. In situ & on-site
  32. 32. The Obstacles, Challenges & Limitations Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  33. 33. Irrelevance & bad fit Technical (Choices & Variations) Psychological(concerns/reservations) Unable to reach older, less ‘tech savvy’ respondents Not as popular as online research (but great for short surveys)Long/complex surveys Half a dozen questions is just about the limit in an SMS interview Could be difficult Respondents may switch off sound, needs to be kept simple Capabilities of handsets different (technical) Screen small on many phones so seen as ‘fiddly’ International Variance Low awareness of message/data costs (concerns) Source: GlobalPark 09
  34. 34. Q. Will a survey regarding health provision for the over 60’s, including a conjoint exercise,work over the mobile?
  35. 35. What do I do?Source:
  36. 36. Why not take a mobile survey? Costs key barrier so far (but reducing) Source: GlobalPark 09
  37. 37. Mobile Diarywith Geo-Tracking * *
  38. 38. Mobile AppsDeployed on selectedmobiles, can deliver rich relevant survey experiences Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  39. 39. Mobile AppsEmbedded or downloadedjava-apps can provide morevisual ‘animated’ surveysfor event-driven (activated)or in the moment polls andCustSat
  40. 40. SKOPOS Case Study:Network & Handset-Maker Java survey-engine embedded on phone during repair. Self-Activated once phone used again delivering short CustSat (Repair) Survey. Survey kept short via derived importance, for instance.Source: SKOPOS Market Insight
  41. 41. DIY iPhone Apps Mcapi – interviewer administered and Mobile – Self completion...
  42. 42. News: iPhone App launches Source: Research Live, May 2010
  43. 43. iPhone communities
  44. 44. So What’s Next? Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  45. 45. What’s out there for mobile? What’s possible? 2D/QR codes Survey links can be imbedded into QR codes. QR Code (2D Code) contains information in both the vertical and horizontal directions. These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products. It means surveying people in situ. Bluetooth Fixed location boxes enable surveys of people at-ads, in-stores (POS), in shopping mails, on planes, in cinemas, etc. *Courtesy of Fly Research
  46. 46. Full mobile webRicher & Richer
  47. 47. With older phones, switching to online was preferred With iphones, staying mobile is preferred
  48. 48. Opportunity: LBR Location-Based Research (detected and/or triangulated) NB: Location-based Research (LBR) still difficult due to issues of privacy (identifying respondent-location without their permission). It is (more) possible, however, amongst opt-in/contracted business/employee audiences. Opt-in crucial here for consumers.
  49. 49. Location detection AND tracking
  50. 50. Multi-mode, more & more
  51. 51. Passive MeasuringAutomatic capture of data on the mobile – similar to cookies on PC/web
  52. 52. Partner credits - thank youThe following companies/events helped in the preparation of this session... HHB Dialogue - www.hhbdialogue.com Fly Research - www.flyresearch.com Broca Mobile - www.brocaplc.com Dialogue Mobile Marketing - www.dialogue.net One Point Surveys - www.onepointsurveys.com Globalpark - www.globalpark.org.uk IPSOS - www.ipsos.com Meaning - www.meaning.uk.com Kantar Media - www.kantarmedia.com Mobile Research Conference 2009/2010 - www.mobileresearch09.com
  53. 53. Thank you Qualitative Consumer Research & Insights April 2011 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  54. 54. Presented at the International conference onQualitative Consumer Research & Insights 7 & 8 April 2011, Malta For more information Please visit: http://www.merlien.org

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