Con la progressiva a crescente penetrazione dei device di connessione in mobilità, si aprono anche nuove opportunità per innovare la raccolta infomativa. Si possono ottenenere informazioni più "fresche", in tempo reale, spesso anche più veloci. Alcuni casi concreti per evideniare le potenzialità delle indagini Mobile via App.

1. Mobile Research:
getting closer to the moment of truth
©TNS

2. What do we mean by mobile? It’s a flexible research
platform
Active Passive Interactive
©TNS 2
Diaries
Surveys
Barcode scanning
Polls
Photos, video or
audio capture
Mobile Usage
Ad Exposure
Location awareness
Audio Sampling
Share / rate
Collaborate
Score / compete
Researcher
moderator

3. And these new ways to interact with respondents
delivering new insights
High Audience Engagement
Mobile ethnography – diaries, photos,
video, audio capture
©TNS 2012 3
360° behavioural data – mobile
clickstream, ad exposure, app usage
Collected
via Web
Collected
via App
Low Audience Engagement

4. With many potential applications
Consumption diaries
Allows respondents to record
usage, consumption or
purchase occasions
Experience tracking
Isolate and assess each
phase of the process,
touchpoint by touchpoint
Influence tracking
Isolate and assess the
impact of new marcomms
activity as it hits the market
©TNS 4
purchase occasions
Mobile ethnography
Allows respondents to record
their activities, thoughts and
lives through mobile tools
Mobile usage behaviour
Measuring phone use
including app usage, internet
browsing and mobile ad
exposure
Enhanced segmentation
Using mobile passive data to
build a better understanding
of the consumer than ever
before
touchpoint by touchpoint activity as it hits the market

5. 1
The opportunity it offers research
© TNS 5

6. Mobile is always on and always with you, offering a
convenient and continuous platform for research
PC
Mobile
Tablet
I feel I am ‘always connected’ to the Internet 64%
©TNS
In bed
when I
wake up
Early
morning
Commuting Late
morning
Midday Early
afternoon
Late
afternoon
Early
evening
Late
evening
In bed
before I go
to sleep
During the
night
Source: Digital Life 2011

7. Creating three powerful advantages for mobile research
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Relevance RealityReach

8. It gives research new reach –
Mobile diaries allow the continual collection of data,
offering two new approaches
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Track everything
Measure all consumer behaviours
in a particular area to get a more
accurate read on when, where, how
and why they purchase or consume
a product, for example
Understand key moments
Get a granular and deep perspective
on what happens during the really
important moments – immediately
post-trigger, at the point of sale,
and consumption / usage

9. Mobile diaries allow the continual collection of
data, offering an exhaustive view on consumer
behaviours
Need / trigger Purchase
Purchase Decision
SalespersonSocial Media Sponsorship
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Brand Experience
Propensity to buy
Usage
Friends & Family
Retailer Website
Brand Website
Blogs
Store

10. According to Google, the most important ‘moments of truth’ are:
It can also offer an ‘in situ’ view of key moments
in consumer-brand relationships
©TNS
ZMOT
Zero Moment / Post-
trigger:
What do you do when you
decide to buy a product?
Research behaviours /
what sources influence?
10
FMOT
First Moment / The
point of purchase:
What happens in-store /
online as you look at
products? What causes
you to purchase that
particular product?
SMOT
Second Moment
Consumption / Usage:
How do you use the
product/service? When /
How / Why etc
Does it meet expectations?
Source: http://www.zeromomentoftruth.com/

11. There are new tools we can incorporate… more stimula
can be collected
New capabilities
Rich media Barcode scanning Location tracking Time stamping
©TNS
Respondents can capture
pictures or video on their
device and upload them
directly
Respondents can scan
barcodes, which
automatically records
product information
Either via GPS or through
a mobile signal.
Although the former does
drain battery and the
latter is not hugely
accurate
The time that data is
input is recorded, so can
be analysed through this
lens.

12. It is more relevant for our respondents
As a more convenient way of taking part in research
1 2 3
Lives are busier Survey response rates
in decline
Mobile improves
response rates by
making use of
“downtime”
© TNS 12

13. It gets us closer to ‘reality’ –
Thoughts can be recorded in real-time, without relying
on respondent recall
© TNS 13

14. 3
Some examples
© TNS September 2012 14

15. A mobile diary program for a breakfast consumptions in Italy
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Study Objectives:
Understand where, what, when, with
whom, while doing what (media
fruition) of the breakfast occasion

16. An Interactive Survey in Italy to understand relations occurring between
brands and TV viewers to support decisions about product placement
activities.
©TNS 16
Study Objectives:
Relation between TV viewers and brand,
in product placement activities

17. A long-running mobile diary program for a beverages company in the
USA looks at a daypart and activity consumption ‘heartbeat’
©TNS 17
Study Objectives:
Map CSD consumption & its place in
people’s lives

18. We recently conducted a mobile diary for beverages in South Africa
Study Objectives:
1. Understand competitive set for soft
drinks for different situations
2. How should soft drinks tailor marketing
to these dayparts
3. Monitor daily variations against
average consumption patterns so the
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average consumption patterns so the
brand can react quickly to changes

19. It gave us granular information about the market share (servings) across
day part to understand occasion competition
Competitive Set for Soft Drinks: Fruit Juice at lunch and in between meals. Coffee morning and evening
7
7
18
8
19
10
21
10
2
5
Soft
Drink
Bottled
Water
Fruit
%
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1
13
2
16
14
3
5
14
12
4
Fruit
Juice
Coffee
Before breakfast Breakfast Lunch
Dinner In between meals

20. An alcoholic beverages study in the UK looked at influences on purchase
decision in the moment of Lager consumption
Study Objectives:
©TNS 20
Study Objectives:
1. How to influence purchase
decision on premise

21. TNS wanted to apply this mobile approach to communications
evaluation in US…
©TNS 21
Study Objectives:
1. Monitor launches of new product
2. Track reach of touchpoints
3. Measure quality of attention

22. ©TNS
For further information, please contact
Gabriella Bergaglio
Digital Practice Lead
Tel. +39.334.60.91.720
@:gabriella.bergaglio@tnsglobal.com
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