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081915-Capturing Real-Time Customer Insights via Mobile Research

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AMA San Antonio presents August Marketing Mastery Workshop guest speaker from Gold Research–Nitin Sharma, CEO. He discusses capturing real-time consumer insights via mobile research.

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081915-Capturing Real-Time Customer Insights via Mobile Research

  1. 1. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  1   Capture  Real-­‐Time  Customer  Insights     via  Mobile  Research   August  19,  2015  
  2. 2. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Speaker  Bio   2   NiAn  Sharma,  MBA   CEO,  Gold  Research,  Inc.   8000  I.H.  10  West,  Suite  600   San  Antonio,  Texas,  78230   Ph:  210-­‐213-­‐6752   niVn@goldresearchinc.com     15+  years  of  market  research  experience   CEO,  Gold  Research,  Inc.   Shopper  Insights  “Guru”   Consults  with  clients  in:   Retail:    Dressbarn,  Maurices   Financial:    LifeLock,  PrudenVal   Consumer:    Dannon,  Clorox   Food:    Outback,  Fleming’s   Research:                        Hypothesis,  SenVent   AdverVsing:                Brown  Parker  DeMarinis  ,  Images  USA   Eric Small, MS Research Director Raunak Vardhan Singh Senior Researcher Terry Lyons Project Manager Ramon Novoa Research Manager
  3. 3. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Common  ApplicaVons   3   •  Concept Testing •  Convention Interviews •  In-Hospital Surveys •  Restaurant Research •  In-Store Research •  Planogram Research •  Exit Polls at Movie Theatres •  Pricing Research We help clients leverage mobile research for: •  B2B Research •  Consumer Research •  Conference Research •  Event Research •  Mystery Shops •  Marketing & Advertising Testing •  New Concept Testing •  Pricing Research •  Retail Shopper Research •  Mobile/Web Visitor Research Industries supported include retail, restaurant, food services, hospitality, healthcare, financial services, technology and consumer goods.
  4. 4. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   PresentaVon  Layout   4   Closing Thoughts Misconceptions vs. Reality Common Formats Best Practices Real World Examples Mobile Research
  5. 5. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  5   MisconcepAons  Vs.  Reality  
  6. 6. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   MisconcepVons  vs.  Reality   6   MISCONCEPTION Customers don’t like to take surveys or participate in mobile research while shopping REALITY Customers will provide real-time insights if you keep it: !  Simple !  Relevant !  Engaging !  Convenient
  7. 7. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   MisconcepVons  vs.  Reality   7   MISCONCEPTION Why do mobile research when we can get reliable feedback from email, paper, mail and traditional phone surveys? REALITY !  Mobile research is more apt for certain business situations (e.g. onsite research) !  “In-the-moment” research yields better insights vs. reflective feedback (email/ online surveys) !  Response rates typically higher vs. paper, mail and traditional phone surveys
  8. 8. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   MisconcepVons  vs.  Reality   8   MISCONCEPTION Mobile research is expensive REALITY Mobile research cost is comparable to online surveys and often LESS expensive !  Vs. paper or mail surveys (which have to be scanned, cleaned, processed, tabulated before any insights can be generated) !  Vs. traditional phone surveys (where data collection involves training costs, lengthy setup and long fielding times)
  9. 9. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   MisconcepVons  vs.  Reality   9   MISCONCEPTION Gathering and compiling insights from mobile research takes too long REALITY Based on the format selected, mobile research can be accelerated by using more onsite interviewers, more devices, targeted sample, and surveying multiple locations concurrently Mobile research yields insights instantly, including: •  real-time comparisons across multiple locations •  quick drill down into individual locations
  10. 10. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   MisconcepVons  vs.  Reality   10   MISCONCEPTION Only email, paper, mail and phone surveys provide rich data REALITY Mobile research matches email, paper, mail and phone surveys in data quality and richness Additional pluses: •  Feedback that is “fresh” and reflective of that moment •  Deep insights into buyer behavior •  Location based targeting •  Enrich insights with in-the- moment pictures & videos
  11. 11. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  11   Mobile  Research:  Common  Formats  
  12. 12. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   1.  QR  Codes   2.  Receipt  Links   3.  Kiosks   12   1.  Web/Mobile  Trackers   2.  Mobile  Intercepts   3.  Mobile  Panels   4.  SMS  Surveys   Mobile  Research:  Common  Formats   ReacVve   1 ProacVve   2
  13. 13. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ProacVve  Mobile  Research:  Web/Mobile  Trackers   13   How?   •  Create  online/mobile  survey  (10  -­‐15  mins)   •  Target  visitors  aeer  they  exit  your  website   •  Track  &  display  to  visitors  as  they  visit  other  sites  to  capture  real-­‐Vme  feedback   PROS:   •  Enables  feedback  from  visitors  to  your  site   •  Non-­‐Intrusive   •  Overcomes  pop-­‐up  blockers   •  Inexpensive   •  Instant  insights   •  Targeted   •  Allows  longer  surveys   CONS:   •  Limited  to  website  visitors   •  IncenVves  needed  to  boost  response  rates   Survey  InvitaVon   Web/Mobile  Trackers  
  14. 14. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ProacVve  Mobile  Research:  Mobile  Intercepts   14   How?   •  Create  online  survey  (can  go  up  to  10  -­‐  12mins)   •  Install  survey  on  mobile  tablets  or  phones   •  Place  surveyor  onsite  with  survey  device   PROS:   •  Enables  feedback  at  point-­‐of-­‐purchase   •  Survey  lengths  can  be  longer  than  5  mins   •  Enables  complex  surveys   •  Disables  response  bias   •  Easy  data  processing   •  Enables  in-­‐field  course  correcVon   •  Inexpensive   CONS:   •  Surveyor  training  and  quality  is  key   •  Coverage  limited  to  surveyor  availability  
  15. 15. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ProacVve  Mobile  Research:  Mobile  Panels   15   How?   •  Create  online  survey  (can  go  up  to  10  –  12  mins)   •  Make  mobile  friendly   •  Rent  mobile  panelists   •  Set  dates/Vmes  for  data  collecVon   PROS:   •  Enables  feedback  at  point-­‐of-­‐purchase   •  Survey  lengths  can  be  longer   •  Enables  complex  surveys   •  Disables  response  bias   •  Easy  data  processing   •  Inexpensive   CONS:   •  Coverage  limited  to  panel  availability   •  Limited  duraVon  of  data  collecVon  
  16. 16. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ProacVve  Mobile  Research:  SMS  Surveys   16   How?   •  Create  short  quesVon  survey  (4  quesVons  or  less)   •  Put  survey  code  on  purchase  receipt   •  Transmit  directly  to  customer  phones   PROS:   •  Provides  instant  real-­‐Vme  feedback   •  Short  and  simple   •  EffecVve  in  maintaining  customer  pulse   CONS:   •  Setup  requires  sophisVcated  soeware   •  SMS  charges  for  parVcipaVng  shoppers   •  Allows  very  short  surveys  (3  –  4  quesVons)  
  17. 17. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ReacVve  Mobile  Research:  QR  Codes   17   How?   •  Create  brief  online  survey  (under  5  mins)   •  Embed  survey  into  QR  code   •  Put  QR  code  on  purchase  receipt   •  Make  mobile  “friendly”   PROS:   •  Enables  feedback  at  point-­‐of-­‐purchase   •  Inexpensive   •  Allows  changing  of  surveys  in  the  backend   CONS:   •  Typically  low  response  rates   •  PotenVal  to  be  skewed  by  those  “very  happy”  or  “very  unhappy”    
  18. 18. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ReacVve  Mobile  Research:  Receipt  Links   18   How?   •  Create  short  online  survey  (under  5  mins)   •  Put  survey  link  on  in  store  promoVons  or    purchase  receipts   •  Make  mobile  “friendly”   PROS:   •  Enables  feedback  at  point-­‐of-­‐purchase   •  Inexpensive   •  Allows  changing  of  surveys  in  the  backend   CONS:   •  Typically  low  response  rates   •  PotenVal  to  be  skewed  by  those  “very  happy”  or  “very  unhappy”  
  19. 19. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   ReacVve  Mobile  Research:  Kiosks   19   How?   •  Create  short  online  survey  (under  5  mins)   •  Install  survey  on  kiosk   PROS:   •  Enables  feedback  at  point-­‐of-­‐purchase   •  Survey  lengths  can  be  longer  than  5  mins   •  Enables  complex  surveys   •  Can  be  bundled  in  with  onsite  promoVons   CONS:   •  Typically  low  response  rates   •  Can  be  expensive  to  install  and  maintain  
  20. 20. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  20   Mobile  Research:  Real  World  Examples  
  21. 21. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Mobile  Research  Example  1  :     Tracking  Customer  Loyalty   21   CHALLENGE   Measure  retail  customer  loyalty   naVonwide  quickly  and  on  a   budget   SOLUTION   •  Mobile  Intercepts   •  Loyalty  quesVonnaire  deployed   •  Stores  selected  naVonwide     •  Shoppers  intercepted  at  store  exits  by  surveyors  holding  mobile  tablets   •  Insights  available  in  real-­‐Vme  across  locaVons   •  Data  collected  within  2  weekends   RESULTS   •  IdenVficaVon  of  in-­‐store  issues  enabled                quick  improvements   •  Program  transformed  into  an  annual  saVsfacVon  tracker   •  Retailer  able  to  successfully  measure                          pulse  of  its  customers  naVonwide  
  22. 22. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Mobile  Research  Example  2:  Concept  TesVng   22   CHALLENGE   Test  new  concepts  in  select   markets  prior  to  naVonal  launch   SOLUTION   •  Mobile  Panel   •  Target  sample  screened     •  Qualified  respondents  asked  to  visit  client  trucks  in  their  neighborhood   •  Respondents  visit  and  provide  real-­‐Vme  feedback,  pictures  of  test  concepts   •  Geo  stamping  done  to  match  respondent              and  client  truck  locaVons   •  Data  collected  in  all  locaVons  within  5  days   RESULTS   •  Real-­‐Vme  results  helped  quickly  idenVfy                  most  favored  concepts     •  Pictures  taken  by  respondents  helped    improve  concept  presentaVons   •  Top  concepts  launched  naVonwide  
  23. 23. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   CHALLENGE   Mystery  shop  restaurant  locaVons   to  assess  service  quality   Mobile  Research  Example  3:  Mystery  Audit   23   SOLUTION   •  Mobile  Intercepts   •  Mystery  shoppers  visited  each  restaurant     •  Comments,  pictures  of  each  locaVon  submimed  in  real-­‐Vme  via  phones   •  Data  collected  over  5  days,  including  weekdays  and  weekends   RESULTS   •  Real-­‐Vme  results  helped  raise  awareness  of  the  service  quality  in  each  locaVon   •  Comparisons  revealed  relaVvely  low  scores  in  two  locaVons   •  Performance  benchmarks  established  for  ongoing  tracking  and  measurement  
  24. 24. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  24            Mobile  Research:  Best  PracAces                                                                            (From  Setup  to  ReporAng)  
  25. 25. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Best  PracVces:  Setup   25   Phone Survey Tablet Survey SETUP   •  Keep  survey  brief  (5  –  10  minutes)     •  Develop  quesVons  carefully  |  Avoid  GIGO  (Garbage-­‐In-­‐Garbage-­‐Out)   •  Only  ask  quesVons  relevant  to  the  visit  or  shopping  experience   •  Format  survey  to  be  mobile  compaVble     •  …..and  plaoorm-­‐agnosVc   Keep  ‘em     Short-­‐n-­‐Fun!   1
  26. 26. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Best  PracVces:  Visual  Appeal   26   Keep  Bumons  Large  for   Easy  Finger  SelecVons     Replace  Text  with   Images/Visuals   2 3 Visual appeal is important – better looking surveys get higher response rates!
  27. 27. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  27   Best  PracVces:  Make  it  Fun  for  Customers   Gamify  surveys  to  keep  them  fun  &  engaging   4
  28. 28. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Best  PracVces:  Make  it  InteracVve   28   !  Enable  in-­‐survey  picture  and  video   taking   !  Let  customers  show  you  what   they  see  onsite   Make  it   InteracVve   5
  29. 29. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Best  PracVces:  Keep  it  “Open  Ended”   29   !  You’ll  be  surprised  by  how  much   people  want  to  share  while   experiences  are  sVll  fresh   !  Encourage  them  to  type  in  and   share  what  they  thought  about   your  products  or  services   Always  Ask  for     Open-­‐Ended  Feedback   6
  30. 30. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL   Best  PracVces:  ReporVng   30   !  Less  text,  more  visuals     !  Segment  insights  by  customer   status  and  locaVon  (where   applicable)   !  Among  customers,  focus  on:   " Profiling   " Sales  drivers   " Loyalty   " Frequency  of  purchase   !  Among  non-­‐customers,  focus  on:   " Profiling   " Resistance  drivers   " Improvements  desired   ReporVng   7
  31. 31. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  31        Mobile  Research:  Closing  Thoughts  
  32. 32. ©  Gold  Research  Inc.    |  www.goldresearchinc.com    |    1-­‐800-­‐549-­‐7170   CONFIDENTIAL  32   !  Mobile  Research  is  a  viable  method  –  and  oeen  the  best  method  –  for  many  business  and  research  needs   !  Crae  quesVons  keeping  core  business  issues  in  mind,  so  that  responses  can  translate  into  acVonable  insights   !  Monitor  data  as  it’s  coming  in  to  ensure  quality                                                     " Review  GPS  stamping  (for  locaVon  verificaVon),  survey  compleVon  Vmes,  straight  lining,  verbaVm  quality,  etc.     !  Visit  www.goldresearchinc.com/resources        and  to  download  your  free  guide  on  “7  Common  Pioalls  in  Mobile  Research  and  How  to  Avoid  Them”     !  QuesVons?   Closing  Thoughts   www.goldresearchinc.com/resources  

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