Mark Beilby Co-Founder, Lumi Mobile
Ubiquity of Mobile is AxiomaticMillions                                                     7 Bn World Population 6000    ...
Mobile has Transformed Behaviour•   You keep it with you all the time (91% always at arm’s reach)•   You outsource part of...
How Mobile Transforms Market Research• The potential of mobile to transform research has been debated for years• The diffe...
Mobile has become an indispensable part of        the market research tool kitEasier to retrieve more meaningful data  Col...
Comprehensive InsightSelf-reported          Behavioral     Social             Emotional
About Lumi•   Founded in London in 2008; but core technology was in development in Finland    from 2005. Key architects an...
Summary of Lumi’s Unique Features•   Lumi works on 98% of all Internet enabled devices. The original development work    w...
Lumi Platform Functions Across All Mobile DevicesMobile Device• iOS (iphone, iPod Touch)• Android• Windows mobile• Nokia (...
Lumi Connects its Servers to 3rd Party Servers                and Systems
Lumi Tools are Deployed for a Range of       Research Purposes and Situations Field Research      Panel Applications   Ad ...
Lumi COMPASS : a mobile solution for             quantitative research                    +                               ...
Lumi COMPASS features       Web backend        Visual survey builder        Multiple question types: single choice, multip...
LUMI COMPASS (All examples cited              with permission)    Touchpoints USA:•    Shows vital role of usability•    C...
Example:Touchpoints key usability features    Simple navigation                                   Clear reminder of       ...
Example:Beverage & Food Consumption DiaryOur Consumption Tracking system•   The client has recently opted to leave behind ...
LumiSense:Passive MeteringWhat do people actually do? Interpreting and responding    to real actionsServices include:•   T...
A few days insight using LumiSense                                     19
LumiSense- Gaining Real Understanding-                   “Molly Bloom”• “Molly” lives in a suburb of Denver in a three bed...
Testing Emotional ResponseWho and Where•   Interviewers record subjects’ face as they watch ads•   6 ads for each responde...
We see how people feel at any moment
Next generation combining Active & Passive                      Passive                                   Passive Location...
Unlocking the full potential of mobile devices as the ultimate user centric data collection device - mark beilby.pdf
Unlocking the full potential of mobile devices as the ultimate user centric data collection device - mark beilby.pdf
Unlocking the full potential of mobile devices as the ultimate user centric data collection device - mark beilby.pdf
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Unlocking the full potential of mobile devices as the ultimate user centric data collection device - mark beilby.pdf

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Transcript of "Unlocking the full potential of mobile devices as the ultimate user centric data collection device - mark beilby.pdf"

  1. 1. Mark Beilby Co-Founder, Lumi Mobile
  2. 2. Ubiquity of Mobile is AxiomaticMillions 7 Bn World Population 6000 6.1 Bn Cellphone subscriptions 80% in Emerging Markets 4.1 Bn Active users of SMS 4000 4 Bn FM Radios 3.4 Bn Cameraphones 3000 (2.5 Bn Toothbrushes)* 1.9 Bn Active users of MMS 2.2 Bn Bank Account Holders 2000 1.8 Bn Users of the mobile internet 1.8 Bn Internet Users 1.4 Bn Email users 1000 900 M 3G+ phones 1.2 Bn All PCs 3 600 M Smartphones 1.1 Bn Fixed Landlines Source: Tomi Ahonen *probable urban myth
  3. 3. Mobile has Transformed Behaviour• You keep it with you all the time (91% always at arm’s reach)• You outsource part of your memory to it• You let it remember things, find things, guide you to things• You never share it (60% won’t even share it with a spouse)• You miss its loss (theft reported within 62min vs wallet @ 26hrs!)• You can use it to measure your biodata• You can use it to evaluate your emotional state and your activity• It transcends socio-demographic boundaries; rich or poor, young or old. The US hispanic population is difficult to reach online. They don’t own pcs and tend not use them at work; yet are higher than average users of mobile internet and owners of smartphones 4
  4. 4. How Mobile Transforms Market Research• The potential of mobile to transform research has been debated for years• The difference today is that the future tense has become the present. Mobile is now a mainstream part of the business• Speaking from the perspective of my past life as a Tech Corporate Financier and Investment Analyst, this development can be expected to trigger a surge in M&A activity as Research companies look secure the most effective technology• I am going to address this through Lumi’s experience; But I want to bring out certain general messages about mobile and research
  5. 5. Mobile has become an indispensable part of the market research tool kitEasier to retrieve more meaningful data Collect instantly Scalability Report immediately vs Qualitative becomes quantitative Latency Giving real integrity to the data A different skill set is required for mobile: Existing online surveys can’t just be adapted for mobile. screen size, maintaining respondents attention is different as they could be anywhere - shopping, watching TV even on the beach
  6. 6. Comprehensive InsightSelf-reported Behavioral Social Emotional
  7. 7. About Lumi• Founded in London in 2008; but core technology was in development in Finland from 2005. Key architects and developers are shareholders• Lumi has offices in London, New York and Vasa, Finland• Lumi works in more than 30 countries and has delivered products in a dozen languages• Winner of 3 UK Technology Strategy Board Awards for Innovation• Patents filed pertaining to key proprietary processes• Winner of the 2011 Market Research Society Award for Innovation, jointly with Ipsos• Minority shareholders include the WPP Group
  8. 8. Summary of Lumi’s Unique Features• Lumi works on 98% of all Internet enabled devices. The original development work was conducted on feature phones• Lumi’s ability to work on feature phones not just smartphones enables researchers to recruit truly representative samples, including in Emerging Markets where panels are scarce, that are not skewed to higher economic groups or the affluent• Lumi has evolved a Patent-filed system for real time interactivity and can refresh and change content in real time using socket connections as opposed to http• Integration of active and passive. Passive metering technology currently deployed in 10 countries (soon to be 20) across all operating systems including iOS• The combination of Active and Passive metering enables Market Research companies to discover what consumers actually do- in both behavioural and attitudinal terms. You can route respondents to more relevant surveys based on behaviour• More relevant surveys with just the essential questions and a better designed rich user experience leads to better quality data
  9. 9. Lumi Platform Functions Across All Mobile DevicesMobile Device• iOS (iphone, iPod Touch)• Android• Windows mobile• Nokia (all S40 and S60)• Sony Ericsson• LG S-class and derivatives• Samsung derivatives• RIM (Blackberry)Other Platforms• Web-based Flash app• Facebook Application• Interactive TV• Tablets
  10. 10. Lumi Connects its Servers to 3rd Party Servers and Systems
  11. 11. Lumi Tools are Deployed for a Range of Research Purposes and Situations Field Research Panel Applications Ad Hoc Surveys Embedded Analytics in 3rd Quantitative QualitativeParty Applications Research Research & Services Location &Mass Qualitative Behavioural And more… Triggered Research
  12. 12. Lumi COMPASS : a mobile solution for quantitative research + = High quality Mobile survey Web backend insights with app strong completion rate Easily create rich surveys with a powerful SPSS compatible web tool Invite respondents to join a panel/diary eg by SMS Deploy surveys across multiple devices (iPhone, Android, Blackberry, feature phones, etc.) Review results on the web panel admin tool In our experience using mobile to conduct research means rethinking how questions are posedand questionnaires constructed
  13. 13. Lumi COMPASS features Web backend Visual survey builder Multiple question types: single choice, multiple choice, open ended questions, text screens, date/time Image display Question/choice randomization Question filtering Question routing Text piping Survey preview Invite respondents through SMS and more Online Dashboard Reporting (SPSS or CSV) SPSS integration Mobile app Automatic survey synchronization Automatic data upload Respondent identification
  14. 14. LUMI COMPASS (All examples cited with permission) Touchpoints USA:• Shows vital role of usability• Carefully designed respondent experience to maximise fun and ease of completing the diary• Tailored reminder tools to ensure respondents remain engaged and complete their diaries on a very regular basis• Ability to push custom follow on questions to individuals• Ability to also capture passive respondent data such as their locations over the duration of the study• Completion rates near 95% with satisfaction levels of 8/10
  15. 15. Example:Touchpoints key usability features Simple navigation Clear reminder of the time period coveredIcons bring ideas to life, making it friendly Clear reminder of where people are in the diary
  16. 16. Example:Beverage & Food Consumption DiaryOur Consumption Tracking system• The client has recently opted to leave behind using PDAs as data collection devices to turn to Lumi Mobile’s technology• In year 1 the study will be conducted sending devices to participant, but the intention is to increasingly use participants own phones• Consumers need to complete a survey after every snack or beverage they purchase and/or consume for a 10 day period• The application runs both connected and offline• Location-based data, weather data and other user- oriented passive data can also be collected to understand behavior
  17. 17. LumiSense:Passive MeteringWhat do people actually do? Interpreting and responding to real actionsServices include:• Track complete phone usage• Track ad exposure and responses to ads• Capture screen information• Follow chains of actions• Track location and related information• Passive listening tools can be incorporated• Active surveys / questionnaires can be pushed to individuals based on actions, location, etc. The active can be linked with the passive to engender real understanding• Works on all Operating Systems including IOS• Privacy and Permission is crucial. We are already experienced in this
  18. 18. A few days insight using LumiSense 19
  19. 19. LumiSense- Gaining Real Understanding- “Molly Bloom”• “Molly” lives in a suburb of Denver in a three bedroom house worth about$244,000• She typically gets up somewhere between 5:45am and 6:30am and is in bed by around 10:30 pm.• Molly works from about 8-9am until around 4-5 pm.• She travels across the region to work, driving herself about 10 miles, often texting or checking email on the way• She seems very budget conscious, e.g.– She shops around the city based on where she finds the best deals and coupons• She eats lunch at her office– In the evenings, she eats out only occasionally but never at chain restaurants opting for more local venues• During her normal workday, she tends to use her mobile for business-related tasks, calls, scheduling, only occasionally using private email on her mobile or reading news when she is waiting• During her evenings, she is calling & texting friends and family• She searches health-related issues and clicks on health-related mobile ads
  20. 20. Testing Emotional ResponseWho and Where• Interviewers record subjects’ face as they watch ads• 6 ads for each respondent using a Nokia smartphone running Lumi Mobile technology• 300 respondents divided equally in two cities in India• Emotional response technology provided by AffectivaMethodology Interviewers 300 Affdex Dashboard respondents Face video processes compilation of ID subjects watch 6 ads uploaded results face videosGoal• Report affective responses among in-market ad viewersDeliverables• Interactive dashboard >> explore and scrutinize results• Detailed affect analysis of 3 ads 21
  21. 21. We see how people feel at any moment
  22. 22. Next generation combining Active & Passive Passive Passive Location “Listening” to Following for Out Measure of Home Exposure to Advertising Broadcast MediaPassive Mobile Active Media Behavioural DiaryMeasurement

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