The Power of Context in Mobile Diaries - Confirmit

653 views
490 views

Published on

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
653
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
13
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

The Power of Context in Mobile Diaries - Confirmit

  1. 1. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  2. 2. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  3. 3. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  4. 4. 1 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved The Power of Context in Mobile Diaries Miguel Ramos, Mobile Practice Lead Is contextual information the next step in engaging mobile diary respondents?
  5. 5. 2 Copyright © 2014 Confirmit. All Rights Reserved • The Power of Context • Context and App-based Studies • Analysis and Reporting • Recommendations
  6. 6. 3 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Power of Context
  7. 7. 4 Copyright © 2014 Confirmit. All Rights Reserved Cell phones fill St. Peter’s Square to capture history
  8. 8. 5 Copyright © 2014 Confirmit. All Rights Reserved Attitude and state of mind Direction or Goal Location TimeIdentity and Preferences
  9. 9. 6 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Context and App Based Studies
  10. 10. 7 Copyright © 2014 Confirmit. All Rights Reserved App Survey Offline App Online WebOnline Web
  11. 11. 8 Copyright © 2014 Confirmit. All Rights Reserved Mobile Rendering Desktop Rendering  Recruitment Study  Online Mobile Rendered Survey (recommended)  5-10 minutes  15-30 questions
  12. 12. 9 Copyright © 2014 Confirmit. All Rights Reserved  Delivers an interactive experience on targeted devices  Push notification & App-by-App  Multisensor support: GPS, image, audio, video, QR-codes  Works Offline  App needs to be installed
  13. 13. 10 Copyright © 2014 Confirmit. All Rights Reserved
  14. 14. 11 Copyright © 2014 Confirmit. All Rights Reserved Alarms or Reminders Push messages Incentives
  15. 15. 12 Copyright © 2014 Confirmit. All Rights Reserved Extrinsic Rewards • Show appreciation by offering a financial reward for participating in the study Intrinsic Rewards • Thanking often and sharing learnings from the study. • Acknowledge that you are asking a lot of them • Explain how their participation will help you gain new insights Range of incentives • Cash incentive from 0 / 5$ / 30$ / 250$ • Store voucher
  16. 16. 13 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Examples
  17. 17. 14 Copyright © 2014 Confirmit. All Rights Reserved Alarm prompted Objective • To measure audience engagement regardless of their location. To understand of ‘out-of-home’ media exposure Prompts • Alarm prompted • Day divided into time periods, random alarm for each time period • 5 alarms per day for 4.5 weeks Sample • 420 adults • 61,000 records with 54,000 photos • Average 4.6 records a day per respondent Incentive: keep the Mobile phone
  18. 18. 15 Copyright © 2014 Confirmit. All Rights Reserved Alarms + self initiated Objective • 24h diary to capture multi screen usage • Asked about primary and secondary screen used Prompts • Pre Survey + App Diary+ Post Survey • Alarms 2 hours after a response • Self complete every hour with an alarm every 2 hours Sample • 24,000 surveys, 900 photos Average 8.11 surveys per respondent $10 Amazon Card
  19. 19. 16 Copyright © 2014 Confirmit. All Rights Reserved Messaging + Alarms Objective • Capture every exposure and craving • Feeling of involvement Prompts • Alarms: • First 60 days: 4 periods per day with random alarms/period • After 60 days: 1 morning random alarm and then alarm every 2 hours (if survey not completed) • Messaging with two-way communication • Personal results displayed to respondents Sample • 500 participants (engaged 3-12 months) Incentive: keep the mobile & counselling support
  20. 20. 17 Copyright © 2014 Confirmit. All Rights Reserved Self Initiated Objective • Measure usage of products at home, qualitative in nature with photos. Prompts • One survey per person • Start app when ready to bake and do survey while baking Sample • 10,422 invited • 47% responded to screener • 33% qualified and opted in (1678) 64% of quota reached in 5 hours Total sample achieved in 3 days Panel Points
  21. 21. 18 Copyright © 2014 Confirmit. All Rights Reserved Objective • Track activities over the weekend • Feelings at different moments Prompts • Self initiated Sample • 754 panel members (response rate 38%) • 783 responses of 1,297 were about wedding moments • 218 photos and 505 GPS Locations Pre+App+Post Survey £0 Incentive
  22. 22. 19 Copyright © 2014 Confirmit. All Rights Reserved Objective • Capture average weekend in Britain • Find out location; What are people doing? Who are they?, How do they feel? Prompts • Self initiated over 1 weekend Sample • 37 respondents • 8.03 average entries per participant • 2.7 average entries per day • 55% included photos • 38% included GPS coordinates £5 Incentive + entry to win iPad
  23. 23. 20 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Analysis and Reporting
  24. 24. 21 Copyright © 2014 Confirmit. All Rights Reserved
  25. 25. 22 Copyright © 2014 Confirmit. All Rights Reserved
  26. 26. 23 Copyright © 2014 Confirmit. All Rights Reserved
  27. 27. 24 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Summary of Results
  28. 28. 25 Copyright © 2014 Confirmit. All Rights Reserved Duration • Average: 7 days • 1 day minimum • 12 months maximum Repeated Tasks • 71% repetitive tasks repeated during the diary • 29%tasks only completed once Completions • 19.4 average per respondent
  29. 29. 26 Copyright © 2014 Confirmit. All Rights Reserved Photo Capture • 79% diaries with photo capture • 16.2 photo captures per person across diary projects GPS Capture • 25% of diaries with GPS • 6.3 captures as average number of GPS captures per person )
  30. 30. 27 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Recommendations
  31. 31. 28 Copyright © 2014 Confirmit. All Rights Reserved • Short and fun • Repetitive simple tasks • Engagement  Alarm or push  Display results or participation Post Survey Pre Survey • Be clear and over communicate expectations • Ask to elaborate or answer additional questions • Appreciate and share
  32. 32. 29 Copyright © 2014 Confirmit. All Rights Reserved Analysis and Reporting • Classifying the data into themes is key to making sense of it • Make use of online dashboards to link qualitative insights with quantitative insights • Easier to identify the data story if you have implemented categorisation criteria
  33. 33. 30 Copyright © 2014 Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Miguel Ramos, Mobile Practice Lead Miguel.Ramos@confirmit.com Thank You
  34. 34. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  35. 35. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  36. 36. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net

×