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The Big Bang of the Mobile Revolution

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Learn how the big bang of the mobile revolution has led to a new era in real-time insights. Whether you have just started conducting mobile surveys or you are a seasoned market research professional, ...

Learn how the big bang of the mobile revolution has led to a new era in real-time insights. Whether you have just started conducting mobile surveys or you are a seasoned market research professional, benefit from Roxana’s longstanding experience. Roxana will cover the fundamental principles of mobile survey optimization (dos and don'ts), as well as sharing some deeper insights from best practice examples.

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The Big Bang of the Mobile Revolution The Big Bang of the Mobile Revolution Presentation Transcript

  • The Big Bang of the Mobile RevolutionRoxana StrohmengerAnalystMarch 5, 2013
  • Was The “Big Bang” For Mobile
  • Mobile adoption is a global phenomenon 38% Of The Population Will Be 38% Of The Population Will Be 38% Of The Population Will Be 27% Of The Population Owns 61% Of The Population Owns A Mobile Online AMobile Online Mobile Online Smartphone Mobile PhoneSources: Forrester Research World Mobile Adoption Forecast, 2011 to 2016 (Global) and VisionMobile 2011 Studyhttp://www.wired.com/gadgetlab/2011/11/smartphones-feature-phones/
  • PC dominance is waning Global smartphone shipments surpassed 1. global shipments of PCs. Mobile Web is expected to surpass the PC 2. Web in the next couple of years. Time spent on social networking sites has 3. shifted from the desktop to the mobile phone.
  • Consumers are addicted to their mobile phones Eighty-four percent keep their device within 10 feet of them at all times. The average person looks at their phone 150 times a day, or once every six-and- a-half minutes of every waking hour.Source: http://www.intomobile.com/2012/02/09/tomi-ahonen-average-users-looks-their-phone-150-times-day/; V. Bhaskaran & K.Peterson, Transforming Customer Feedback Through Mobile, at Market Research in a Mobile World Conference, Amsterdam 2012
  • In fact, consumers rely on their mobile phonesso much that anxiety occurs when displacedSource: Lookout Mobile Mindset Study 2012, https://www.lookout.com/resources/reports/mobile-mindset/
  • Mobile phones empower researchers to capture rich emotional and behavioral insights and uncoverconnections that might not have been obvious when leveraging traditional research techniques.
  • 1. Capture real-time insights2. Gain access to hard-to reach sample3. Easily combine the five “w’s”4. Minimize pesky recall issues5. Increase the validity in the data6. Get more personal with respondents
  • 1. Capture real-time insights2. Gain access to hard-to reach sample3. Easily combine the five “w’s”4. Minimize pesky recall issues5. Increase the validity in the data6. Get more personal with respondents
  • 1. Capture real-time insights2. Gain access to hard-to reach sample3. Easily combine the five “w’s”4. Minimize pesky recall issues5. Increase the validity in the data6. Get more personal with respondents
  • 1. Capture real-time insights2. Gain access to hard-to reach sample3. Easily combine the five “w’s”4. Minimize pesky recall issues5. Increase the validity in the data6. Get more personal with respondents
  • 1. Capture real-time insights2. Gain access to hard-to reach sample3. Easily combine the five “w’s”4. Minimize pesky recall issues5. Increase the validity in the data6. Get more personal with respondents
  • 1. Capture real-time insights2. Gain access to hard-to reach sample3. Easily combine the five “w’s”4. Minimize pesky recall issues5. Increase the validity in the data6. Get more personal with respondents
  • Examples of Mobile Research
  • Mobile quantitative can go deep or broad SMS-based surveys Mobile browser surveys Mobile app surveys
  • Understand consumer brand interactions;which are the most persuasive Phase 1: Start with a 15-minute online survey to assess people’s awareness, usage, and opinions about brands and BRAND: advertising. A)LG B)Sony C)Samsung Phase 2: For one week text whenever one sees, hears, or D)Panasonic E)Visio F)Other experiences anything to do with one of the brands selected OCCASION: for the study. A)TV B)Poster/Billboard C)Radio Phase 3: Follow-up online survey to assess whether there D)Conversation E)Cinema F)Newspaper G)Magazine H)In is a change in views from the initial survey. Store I)Online J)Mailing/Leaflet In Store is the most persuasive experience for LG K)Public Place L)Someone elses Touchpoint Experience Map home M) Other Total Market – Q2 2011 70% FEEL: Someone else’s 1)Very negative 2)Fairly negative home In Store 3)Neutral 4)Fairly positive 5)Very Purchase Intent T2B % 60% Conversation positive Online Magazine PURCHASE: 50% 5)Much more likely 4)Slightly more TV likely 3)No difference 2) Slightly Public Place less likely 1)much less likely 40% Newspaper 30% 50% 60% 70% 80% Positivity T2B%Source: D. Vanderwaal & F. Blades, Follow your customers with mobile research, at Forrester’s Consumer Forum Chicago 2011
  • Mobile qualitative uncovers the “why” Mobile diary or ethnographic studies Mobile online communities
  • Follow the lives of moms as they go through the diaper size transition Task: 3 months of immersive exercises with weekly assignments, retail adventures to the store, 1-on-1 and group interactions. Result: Realized products don’t fit right at size transition. Developed a line of half-size diapers to help moms during the product transition. +1 Diaper Size “I switched to Huggies in the smaller size because “I didn’t understand why there was a such a they run bigger. Then gap in sizes.” when I moved up a size, I “I actually wish I could buy diapers in ½ switched back.” sizes.”Source: S. August & A. Sauer, Small leaps, big purchase moments: Using digital qual to understand key moments inproduct transitions, at Market Research in a Mobile World Conference, Cincinnati 2012
  • Mobile behavioral tracks the “what” Mobile behavioral tracking Location analytics
  • Understand the impact of promotions during the holiday shopping period Walmart visit, 3:28- 4:00pm Task: Understand the shopping (about 30 min in store) experience of a big-box retailer’s loyal customers while at their rivals stores during the holiday shopping season. Executed a combination of location data, GPS drive behavior, as well as Tuesday Dec 8, 2011 mobile surveys. At work until about 3pm Results: One-fifth of all holiday shopping visits failed to result in a purchase. “They had zero selection.” “There was nothing on sale that was worth buying plus bad Shoppers are frustrated with out-of-stock customer service.” “ I could not find the size I items and the challenge of finding the needed.” – Sears shoppers perfect gifts (sizes, colors, etc.) “Did not buy, more expensive than online.” “Did not find product I wanted” – Best Buy shoppersSource: T. Fulford-Jones, Understanding the TRUE shopper journey: How location analytics and GPS-triggered mobile surveyswere used for next-generation shopper insights, at Market Research in a Mobile World Conference, Cincinnati 2012
  • Are you ready to embrace a new world where mobile research is the norm?
  • Consumers are already forcing our hand;we must embrace mobile market research quarter over quarter growth of mobile online survey takers.Source: Comer & T. Saunders. Technical Impact of Mobile Devices. CASRO Technology Conference, May 2012
  • Steps to examine and adjust how toincorporate mobile in your research Evaluate your survey questions
  • Non-optimized survey question Optimized survey question
  • Steps to examine and adjust how toincorporate mobile in your research Evaluate your survey questions Think about the length of your surveys
  • Mobile survey takers 2x more likely to break off Length consistently longer on mobile (25%-50%)Source: G. Peterson. Unintended Mobile Respondents. CASRO Technology Conference, May 2012
  • Steps to examine and adjust how toincorporate mobile in your research Evaluate your survey questions Think about the length of your surveys Think mobile at all times
  • Steps to examine and adjust how toincorporate mobile in your research Evaluate your survey questions Think about the length of your surveys Think mobile at all times Embrace outside-the-box thinking
  • Questions?
  • Thank youRoxana Strohmenger+1 617.613.6511rstrohmenger@forrester.comhttp://blogs.forrester.com/roxana_strohmengerTwitter: @rstrohmenger