The future is in their hands illumination methods

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The future is in their hands illumination methods

  1. 1. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info The Future’s in Their Hands: Exploring the application of qualitative & quantitative insight illumination methods across the mobile platform
  2. 2. & mobile for over 10 years
  3. 3. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Context: SKOPOS Research on Research Extent of (Active) Mobile Research
  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/work when on ‘mobile’ (so not on the move) 80% at home/work Source: GlobalPark 09
  7. 7. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info But is it The Next Big Thing?
  8. 8. We believe the market is ready...
  9. 9. Source: Fly Research Whenever, wherever, whatever “When people leave home, they take 3 things with them, their wallet, keys and mobile phone” Mobile ubiquity
  10. 10. Especially for the young(er) ones...
  11. 11. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Does Mobile Research Matter (if so little is being done just yet)?
  12. 12. Source: GlobalPark
  13. 13. Source: Neilsen
  14. 14. Surveys getting richer & better... *Courtesy of Fly Research
  15. 15. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info And it has a Multitude of Options & Possibilities Many Methods within the Method
  16. 16. Short surveys Quick polls Ad hoc Tracking Verbatims/Opens Verbatims/Opens Txt-depths Vox-Mobs Life Diaries Access Panels Bespoke Panels Omnibuses
  17. 17. Quant: technical choices
  18. 18. Qual: What are the options?
  19. 19. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info The Drivers & Opportunities
  20. 20. The 5 R’s that drive mobile Audience (e.g. youth) Topic (e.g. mobile) Client (e.g. Vodafone) 95% txts arr in 10 secs 94% of txts are read (v 25% email) 2 x mobiles as PC’s No location restrictions All ages Incl hard to reach ‘youth’ Always with you Un-fixed location Familiar Photos Videos Diaries Apps
  21. 21. To the audience To the topic To the client Mobile Networks, Mobile Media and Mobile Advertisers so far more likely to request/use Mobile Research
  22. 22. Local and Global
  23. 23. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info The Obstacles, Challenges & Limitations
  24. 24. Unable to reach older, less ‘tech savvy’ respondents Not as popular as online research (but great for short surveys) Half a dozen questions is just about the limit in an SMS interview Respondents may switch off sound, needs to be kept simple Capabilities of handsets different (technical) Screen small on many phones so seen as ‘fiddly’ Low awareness of message/data costs (concerns) Source: GlobalPark 09
  25. 25. Q. Will a survey regarding health provision for the over 60’s, including a conjoint exercise, work over the mobile?
  26. 26. Source: What do I do?
  27. 27. Why not take a mobile survey? Source: GlobalPark 09 Costs key barrier so far (but reducing)
  28. 28. ** Mobile Diary with Geo-Tracking
  29. 29. It’s different !
  30. 30. 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). Client Reservations: Maybe one day, but... Paul Hardcastle, Insight Manager Yahoo! Europe
  31. 31. 1. Small Screens 2. Short Attention Spans 3. Lack of familiarity
  32. 32. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Maximising the Effectiveness of the “In The Moment” Medium Case Studies
  33. 33. 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.
  34. 34. Source: Sparkler/Channel4 Text task/Questions
  35. 35. Source: T-Mobile Auto-Coding Quick Poll Closed and Opens Same pattern but higher ratings Direct Action
  36. 36. 48 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. 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. Q1000 Panel/Omnibus
  37. 37. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Mobile Web Best for Inviting or Intercepting Users of Mobile Websites
  38. 38. In the moment for mobile users/surfers
  39. 39. In situ & on-site
  40. 40. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Mobile Apps Deployed on selected mobiles, can deliver rich relevant survey experiences
  41. 41. Embedded or downloaded java-apps can provide more visual ‘animated’ surveys for event-driven (activated) or in the moment polls and CustSat Mobile Apps
  42. 42. Example App Survey engines
  43. 43. 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
  44. 44. DIY iPhone Apps
  45. 45. News: iPhone App launches Source: Research Live, May 2010
  46. 46. iPhone communities
  47. 47. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Mobile Qual Rich & Rewarding
  48. 48. What are the options?
  49. 49. 24/7 Open Exchanges
  50. 50. Qual: Vox mobs VoxMobs VoxPops over the mobile Panel Required With correct tech Source: HHBD
  51. 51. Case Study: Skype Vox mobs Source: SKOPOS Market Insight Fast & rich insight. Over a weekend mobile 5 min vox mobs conducted regarding internet telephony. Results analysed, edited and presented to client following week.
  52. 52. Qual: Life diaries Source: Fly Research
  53. 53. Source: Ipsos
  54. 54. Source: OnePoint Surveys Picture capture, whenever, wherever
  55. 55. Source: GlobalParkPicture capture, whenever, wherever
  56. 56. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info So What’s Next?
  57. 57. What’s out there for mobile? Full internet surveys Location-Based Research Richer & richer experiences New methods… Better devices and screens Standards
  58. 58. Full mobile web Richer & Richer
  59. 59. With older phones, switching to online was preferred With iphones, staying mobile is preferred
  60. 60. 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. Opportunity: LBR
  61. 61. Location detection AND tracking
  62. 62. Multi-mode, more & more
  63. 63. Automatic capture of data on the mobile – similar to cookies on PC/web Passive Measuring
  64. 64. Partner credits - thank you 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 The following companies/events helped in the preparation of this session...
  65. 65. Market Research in the Mobile World 2010 Dec 2010 Scott Dodgson SKOPOS market Insight Scott.Dodgson@SKOPOS.info www.SKOPOS.info Thank you
  66. 66. Presented @ International conference on Market Research in the Mobile World 2 & 3 Dec 2010, Berlin For more information Please visit: http://www.merlien.org

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