1. Darren.Noyce@SKOPOS.info
www.SKOPOS.info

2. Relevance, relevance, relevance!
A call to arms (hands, fingers & thumbs) for mobile research
2nd International Conference on Market Research in the Mobile World
July 2011
Darren Mark Noyce MMRS MCIM
Founder & Managing Director
SKOPOS market insight - Europe (London)
Darren.Noyce@SKOPOS.info
www.SKOPOS.info

3. “If you don’t have a mobile strategy, then you don’t have a strategy".
-Eric Schmidt, Google
Prologue: Mobile is Relevance…
3

4. Any method is best when relevant...
4
It should fit...
To the audience
To the topic
To the client

5. The past : mobile was given the elbow….
5

6. High Data costs
Technical Difficulties
Voice/ SMS usage ruled
Virtually zero mobile content
consumption/ commerce
Lacked audience relevance
The past : fuzzy relevance
6

7. SKOPOS reviews over 2000 - 2003, concluded
with:
Lacked method relevance
The past : fuzzy benefits
7

8. Is this the dawn, or another long night…?
7%
93%
SalesOf agencies use
‘mobile’
Source: Meaning Research 2010
8
“The issue for me is it’s only suitable
for asking one or two questions,
whereas we tend to want to use
longer surveys. “
Dee Knott,
Insight Manager
“I think mobile is the current flavour of the
month – it is hugely powerful for quick,
location based stuff, but as with many new
innovations some are currently seeing it as
the solution to everything which it clearly
isn’t”.
Tim Britton
CEO, YouGov
Lacks agency and client relevance?

9. On the Other Hand, Mobile is Very Handy
9

10. 10
Virtually Everyone Has a Mobile
76%
Mobile subscription
within world population
Source: International
Telecommunication Union
• Reaches the
most difficult of
geographies and
situations
Source: Market Research Global
Alliance
Audience relevance

11. “When people leave home, they take 3 things with them, their wallet, keys and mobile phone”
& of course, it’s Anytime, Anyplace, Anywhere
11
Numbers are addresses
Mobiles
Are wallets
& increasingly anything !
Audience relevance

12. Media Players, Addresses, Wallets, What Next?
12
Source: Jan Chipchase
Numbers are addresses
Mobiles
Are wallets
Audience/Topic relevance

13. Smartphones, MWeb & Apps Point to the Future
13
A tipping point for relevance?

14. The mobile web is taking off (at last)
14
Audience/topic/research relevance

15. Smartphones drive mobile engagement...
15
Source: ExactTarget
Traffic from mobile devices such as Smartphones has
increased 5x in the past two years
Audience/topic/research relevance

16. M-Advertising & Marketing growing ‘exponentially’
12% have paid/ordered using mobile
16
Have bought online 95%
Mobile marketing & mCommerce rising...
SKOPOS MTrackTM
1006 UK Active Digital Society
Audience/topic relevance

17. Mobile Payments are launching...
17Audience/topic relevance

18. Social is Going Mobile (is going Local)…
“If I had to guess social
commerce is the next area to
really blow up”
Mark Zuckerberg, August 23rd 2010
18
30%Mobile owners already access
social networks via mobile (UK)
Audience/topic relevance
80%+ if already
m-engaged ,
e.g. m-commerce,
m-gambling, etc.

19. The Future: Mobile gets Thumbs Up
19

20. As always, ignorance & attitudes can drive rejection...
Phones that
give out smells
Phones that
measure heart-rate
Phones that
measure pollution
Phones that
know your mood
20
Wave
1
Wave
2
26%
27%
8%
10%
14%
17%
17%
23%
But time, exposure & engagement drives acceptance...

21. 21
And exposure & engagement drives Mobile MR too
UK active digital society 40%
m-gamblers
m-book
readers
82%
SKOPOS MTrack
TM
506 UK Active Digital Society
78%m-travel
researchers
74%
m-shoppers 81%
Would consider completing a mobile survey in future...
Audience/topic relevance

22. Mobile is the fastest growing method...
20%
80%
SalesOf larger agencies
use ‘mobile’
Source: Meaning Research 2010
22
“...it is hugely powerful for quick, location
based stuff,”.
Tim Britton
CEO, YouGov
Agency awakening & relevance

23. • Audiences
• Topic
• Client
• 95% txts arr in 10 secs
• 94% of txts are read
(v 25% email)
• 2 x mobiles as PC’s
• Mobile only HH’s
• No location restrictions
• All ages
• Always with you
• Un-fixed location
• Familiar
• Photos
• Videos
• Diaries
• Apps
•Geo
Relevance is top of the steering wheel...
Relevance
Relevance
Relevance
Reach
Response Speed
& Real-Time
Recording
(opt-in)
Really
handy
Richness
23
• Auto-capture
•Behaviour
•Location, etc.
Research Relevance

24. 24
Mobile is the
primary
device
Mobile Comm’s,
Content
Consumption and
Commerce
Smartphones
Client
Awakening
& Acceptance
Relevance
Relevance
Relevance
Relevance underpins & propels mobile …

25. Clients: Benefits dawning on them
“I have seen this method of research collection
being applied across the industry and now have
a lot more exposure to it. Regarding the
robustness/reliability of respondents' answers
via mobile, I still have some reservations but I do
see mobile's advantages now. The method will
mature over time and it is something we are
starting to consider using here at Yahoo! ”
– Feb 2011
“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).”
– July 2009
Paul Hardcastle
Manager, Consumer Research
and Insights, EMEA
25
Client
Awakening
& Acceptance

26. Clients Seeing Relevance…
26
“Mobile-based research is increasingly
relevant.
Of course, the head of Google is saying that
mobile is the future (as a media, advertising,
information and commercial platform).
And at News International we’re working on
precisely this...
David Howells, Manager, Insight, News International
(The Times/Sunday Times), June 2011

27. Clients Seeing Win-Win Relevance …
27
So, from our point of view it’s…
1/. Partly about reaching customers who
are using our products on mobile platforms,
using those platforms for soliciting participation
in research, and using the platforms to deliver
the surveys.
2/. But it is also about declining response rates
and research engagement generally,
so we have to adapt to reaching our
audience in smarter ways.”
David Howells, Manager, Insight, News International
(The Times/Sunday Times), June 2011
And comms, content, connections and
commerce are ALL going mobile Respondent Relevance
Research Relevance
Client/Agency/Respondent Relevance
Client
Awakening
& Acceptance

28. Newsflash: Monday 18th July 2011, The Guardian UK
£GBP1.6m in VC funding
Several Calls to Arms?
Investor Relevance

29. And Big Brands are Backing Mobile…
29
“Smartphones, mPayments and mCommerce"
-Charles Dunstone, CPW/BestBuy Europe
Client (Agency) Relevance
“If your plans don’t include mobile,
then your plans aren’t finished”
Wendy Clark, SVP, Coca Cola

30. A Vision: The Timely Contextual Feedback ‘Mesh’
30
"The comparative advantage of
mobile is interesting .. it's about
context, it's about timeliness, it's
about the ability to actually engage
people in extraordinarily
sophisticated dialogue,
customisation, feedback..."
- Rory Sutherland
Vice President,
Ogilvy, July 2011
Client/Agency/Respondent Relevance
Portable
(out of home)
+ Smart
In-Home Hub
Auto-render
Data, Voice
& Video
True 2-way
interactivity
Asking &
listening
Gesture
Responses

31. From the Elbow - to Hands, Fingers & Thumbs Up!
31

32. Darren.Noyce@SKOPOS.info
www.SKOPOS.info