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The future is in their hands  illumination methods The future is in their hands illumination methods Presentation Transcript

  • The Future’s in Their Hands: Exploring the applicationof qualitative & quantitative insight illumination methods across the mobile platform Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • & mobile for over 10 years
  • Context: SKOPOSResearch on Research Extent of (Active) Mobile Research Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • SKOPOS findings concluded with In 2000 & 2003 online ‘won’ when we compared to SMS/WAP for One2One
  • Meaning Research, 2009: Less than 1% of surveys conducted over mobile
  • Be aware: over 80% at home/workwhen on ‘mobile’ (so not on the move) 80% at home/work Source: GlobalPark 09
  • But is itThe Next Big Thing? Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • We believe the market is ready...
  • Mobile “When people leave home, they take 3 things with them, their wallet, keys and mobile phone”ubiquity Whenever, wherever, whatever Source: Fly Research
  • Especially for the young(er) ones...
  • Does Mobile Research Matter(if so little is being done just yet)? Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • Source: GlobalPark
  • Source: Neilsen
  • Surveys getting richer & better... *Courtesy of Fly Research
  • And it has a Multitude of Options & Possibilities Many Methods within the Method Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • Short surveys Quick polls Ad hoc Access Panels Tracking Bespoke PanelsVerbatims/Opens OmnibusesVerbatims/Opens Txt-depths Vox-Mobs Life Diaries
  • Quant: technical choices
  • Qual: What are the options?
  • The Drivers &Opportunities Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • The 5 R’s that drive mobile Audience (e.g. youth) Topic (e.g. mobile) Client (e.g. Vodafone) 2 x mobiles as PC’s Photos No location restrictions Videos All ages Diaries Incl hard to reach ‘youth’ Apps Always with you 95% txts arr in 10 secs Un-fixed location 94% of txts are read Familiar (v 25% email)
  • To the audience To the topic To the clientMobile Networks, Mobile Media and Mobile Advertisers so far more likely to request/use Mobile Research
  • Local and Global
  • The Obstacles, Challenges & Limitations Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • Unable to reach older, less ‘tech savvy’ respondentsNot as popular as online research (but great for short surveys)Half a dozen questions is just about the limit in an SMS interviewRespondents may switch off sound, needs to be kept simpleCapabilities of handsets different (technical)Screen small on many phones so seen as ‘fiddly’Low awareness of message/data costs (concerns) Source: GlobalPark 09
  • Q. Will a survey regarding health provision for the over 60’s, including a conjoint exercise,work over the mobile?
  • What do I do?Source:
  • Why not take a mobile survey? Costs key barrier so far (but reducing) Source: GlobalPark 09
  • Mobile Diarywith Geo-Tracking * *
  • It’s different !
  • Client Reservations: Maybe one day, but... 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). Paul Hardcastle, Insight Manager Yahoo! Europe
  • 1. Small Screens2. Short Attention Spans 3. Lack of familiarity
  • Maximising theEffectiveness of the “In The Moment” Medium Case Studies Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • 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.
  • Text task/QuestionsSource: Sparkler/Channel4
  • Auto-CodingQuick Poll Closed and Opens Direct Action Same pattern but higher ratings Source: T-Mobile
  • Q1000 Panel/Omnibus Q1000 Every week Fly conducts an omnibus to its rapidly responding Teen Panel Young Professionals Panel of 11-25 year olds with 1000 balanced responses guaranteed! Notify Fly by Monday evening to include your questions. Surveys are answered on Wednesday/Thursday with results delivered on Friday! No other omnibus responds so well and so rapidly…..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on- line research….and more rapid response.48
  • Mobile Web Best for Inviting orIntercepting Users of Mobile Websites Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • In the moment for mobile users/surfers
  • In situ & on-site
  • Mobile AppsDeployed on selectedmobiles, can deliver rich relevant survey experiences Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • Mobile AppsEmbedded or downloadedjava-apps can provide morevisual ‘animated’ surveysfor event-driven (activated)or in the moment polls andCustSat
  • Example App Survey engines
  • 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
  • DIY iPhone Apps
  • News: iPhone App launches Source: Research Live, May 2010
  • iPhone communities
  • Mobile QualRich & Rewarding Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • What are the options?
  • 24/7 OpenExchanges
  • Qual: Vox mobs VoxMobs VoxPops over the mobile Panel Required With correct tech Source: HHBD
  • 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.
  • Qual: Life diaries Source: Fly Research
  • Source: Ipsos
  • Picture capture, whenever, wherever Source: OnePoint Surveys
  • Picture capture, whenever, wherever Source: GlobalPark
  • So What’s Next? Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • What’s out there for mobile?Better devices and screens Richer & richer experiences Location-Based Research New methods… Full internet surveys Standards
  • Full mobile webRicher & Richer
  • With older phones, switching to online was preferred With iphones, staying mobile is preferred
  • 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.
  • Location detection AND tracking
  • Multi-mode, more & more
  • Passive MeasuringAutomatic capture of data on the mobile – similar to cookies on PC/web
  • 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
  • Thank you Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info
  • Presented @ International conference on Market Research in the Mobile World 2 & 3 Dec 2010, Berlin For more information Please visit: http://www.merlien.org