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Royal Wedding - Mobile Market Research

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Royal Wedding - Mobile Market Research

  1. 1. THE PLACE FOR MOBILE RESEARCH?THE GREAT BRITISH ROYAL WEDDING
  2. 2. THE EVENTA major event like this poses a range of questions: • What is the prevailing mood? • What happened on the wedding day itself? • What is the long term impact?No single research method can answer all of these questions 2
  3. 3. MULTI-MODE OR MULTI-CHANNEL?UNDERSTAND METHODThe prevailing mood Traditional opinion poll (telephone)The intensity of the experience Online listening (before, during, after)The citizen experience of the event Mobile ethnographyas it was happening 3
  4. 4. QUESTION ONEWHAT IS THE PREVAILING MOOD? 4
  5. 5. 5
  6. 6. TO MEASURE THE PREVAILING MOOD, WE USED ATRADITIONAL TECHNIQUE: THE OPINION POLLThe Brief1. Representative sample2. Snapshot of public mood3. Trends over time4. Differences by sub-group (e.g. age)1,000 adults, aged 18+, 15-17 April for Reuters 6
  7. 7. “BRITAIN SHOULD REMAIN A MONARCHY”:IT’S BEEN LIKE THIS FOR TWENTY YEARS!Would you favour Britain becoming a republic or remaining a monarchy?APRIL 2011 APRIL 1993 - 2011 100 DON’T KNOW 90 7% MONARCHY 80 70 18% REPUBLIC 60 50 40 MONARCHY 30 20 75% REPUBLIC 10 0Base: 1,000 British adults 18+, 15th - 17th April 2011. In the trend data, in some cases the question wording included: "If there were a referendumon the issue…“, in others, the wording was: “Do you favour Britain electing its Head of State or do you favour Britain retaining the monarchy?” 8
  8. 8. SHOULD PRINCE CHARLES GIVE UP IN FAVOUR OFPRINCE WILLIAM? EBBS AND FLOWS ITDo you think that Prince Charles should or should not give up his right to be the nextmonarch in favour of his eldest son, Prince William?APRIL 2011 JANUARY 1990 – APRIL 2011 100 7% 90 DON’T KNOW 80 70 SHOULD NOT 60 SHOULD 50 47% 46% 40 30 SHOULD SHOULD NOT 20 10 0Base: 1,000 British adults 18+, 15th-17th April 2011Source: Reuters/ Ipsos MORI 9
  9. 9. QUESTION TWOWHAT’S BEING SAID ONLINE? 10
  10. 10. 11
  11. 11. WE USED A RELATIVELY NEW TECHNIQUE:SOCIAL LISTENINGThe Brief1. Quantify: measure the buzz2. Track the build up3. Identify where buzz is coming from4. Build a picture of what’s being said 12
  12. 12. 5 APRIL 2011 13
  13. 13. MENTIONS OF “ROYAL WEDDING STREET PARTY”DATES3000 THE DAY ITSELF250020001500 PLANNING1000500 0 14
  14. 14. SITES MOST LIKELY TO MENTION“STREET PARTY”TOP SITES TOP BLOGS & FORUMStwitter.com 5236 answers.yahoo.com 80www.facebook.com 1325 forums.moneysavingexpert.com 54www.youtube.com 175 www.digitalspy.co.uk 46www.bbc.co.uk 107 www.digitalspy.com 33answers.yahoo.com 80 www.thestudentroom.com 31www.1bdnews.com 71 news.scotsman.com 30www.telegraph.co.uk 69 profiles.google.com 27www.dailymail.co.uk 65 www.1bdnews.com 25www.thisislocallondon.co.uk 65 business.scotsman.com 22feeds.bignewsnetwork.com 58 londonist.com 20 15
  15. 15. “ROYAL WEDDING” ONLINE MENTIONS: SHARP PEAK ON 29TH APRIL…50000045000040000035000030000025000020000015000010000050000 0 16
  16. 16. QUESTION THREEHOW CAN WE GET CLOSERTO WHAT WAS HAPPENING? 17
  17. 17. 18
  18. 18. WHAT HAPPENED IN MIAMI? DOMINIC HARRISON ADHIL PATEL Future Foundation, UK TNS South Africa “The Rise of Smart Boredom” Expert Panel Highlight… “GEO LOCATION will have the greatest impact on the future of mobile research” SEAN BRUICH PETER HARISON Facebook, USA Brainjuicer “We need to make feedback “We need to understand people easy, fun and not burdensome.” in context, and in the right frame of mind.” 19
  19. 19. CITIZEN JOURNALISM:Understanding citizen experience of the event and changes in perceptions andattitudes throughout… Structured survey – pre and post Point in Photos time feedback Research Design Royal GPS Wedding moments 20
  20. 20. Understanding Contribution to Social Networks The Psychology of Sharing: 5 types of motivation: 1. To bring valuable and entertaining content to othersBrian BrettManaging Director, Customer Research 2. To define ourselves to othersThe New York Timeshttp://www.linkedin.com/pub/brian-brett/3/55a/a53 3. To grow and nourish our relationshipshttp://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online 4. Self-fulfillment 5. To get the word out about causes or brands 21
  21. 21. GOALS1: Build “real-time” picture 2: Qualitative - 3: Behavioural - of what’s happening how are people feeling what are people doing 22
  22. 22. MOST ACTIVITY ON THE SURVEY WAS ON THE WEDDING DAY… 250 200NUMBER OF ENTRIES 150 100 50 0 00.00 THURSDAY 00.00 FRIDAY 00.00 SATURDAY 00.00 SUNDAY 00.00 28.04.11 29.04.11 30.04.11 31.04.11 01.05.11 TIME OF ENTRY 23
  23. 23. ON TO THE DAY ITSELF… 24
  24. 24. 25
  25. 25. AS IT HAPPENED… 26
  26. 26. A BANK HOLIDAY “PLUS” SOMETHING SPECIALFrom our texts and imageswe saw that most werelooking forward to spendingtime with friends and familyprimarily - but the weddingalso promptedinterest, excitement andthe chance for new kinds ofparties and events, oftenaround the TV set.SOME SAW THE WASFOR OTHERS, ITWEDDING AS THE OF ATHE CENTREPIECEBACKGROUND TOMORE FORMAL EVENTTHEIR DAY… 27
  27. 27. UNPLANNED EXPERIENCEPRE-WEDDING MORNING BRIDGERULEWhat are you “Thinking William & Harry look very happy and at ease”most looking “Off to the village party”forward to?“Nothing in AFTERNOONparticular” “Children of the village having a AFTERNOON party” “Buffet in Whitstone village hall” POST-WEDDING How did the Royal Wedding AFTERNOON “Whitstone make you feel? village party” WHITSTONE “Proud to be British” 28
  28. 28. PURPOSEFUL EXPERIENCEAFTERNOON“We’ve arrived at TheBridge, Topsham (the only pubvisited by the Queen) for a specialevent. Looks good so far !” TOPSHAM MORNING “We are going to a special event at The Bridge inn, Topsham and are looking forward to a great“Wonderful moments, now tucking in day with bubbly, hog roast andto refreshments !!!” cream tea” EVENING “Resting EXMOUTH after a memorable day” 29
  29. 29. PARTICIPANTS WERESPREAD ACROSS GB 30
  30. 30. SUGGESTION OF HALO EFFECT FOR ALL ROYALSAnd for Britain’s confidence in general?“I am enjoying thewedding far morethan expected.A staunch anti-royalist, my viewshave changedtoday” “It is this type of thing that is the best of Britain, nothing to do specifically with the royal family but more to do with being a part of a community” 31
  31. 31. SHORT-TERM CHANGE: LONG TERM IMPACT?Looking to the future, do you think Britain will or will not have a monarchy in 50 years? PRE-WEDDING POST-WEDDING 27% 18% DON’T KNOW DON’T KNOW 9% WILL NOT WILL NOT 62% 12% WILL 73% WILLBase: 287 participants pre-wedding; 244 post-wedding 32
  32. 32. PART FOURLESSONS FOR THE FUTURE 33
  33. 33. KEY LESSONSCan we engage “regularrespondents” in mobile research? 25% from working class backgrounds Is this interesting? 1,297 “surveys” from 287 people 287 pre-wedding, 244 Can people multi-task? afterwards, 783 “wedding moments” Did we get closer to a 360 degree view? 34
  34. 34. MOBILE RESEARCH - FURTHER APPLICATIONS• Mass or civic events• Pinpoint moments of highest engagement or involvement• Identify moments where communications may be important• Understand how communications are received in real time COMPETITIONS, BRAND THE OLYMPICS? CUSTOMER JOURNEYS? THE UNEXPECTED? LAUNCHES, TV EVENTS? 35
  35. 35. 5 APRIL 2011 36
  36. 36. THE EVENT IN QUESTION 24.3 William & Kate Wedding (2011) 31.6* Funeral of Diana (1997) 32.3 Charles & Diana Wedding (1981) 28.6 England vs West Germany (1966) 32.3 Eastenders Den & Angie Divorce (1986) 30.1 JFK Assasination (1963) 24.0 Apollo 13 Splashdown (1970) 28.6Source: BARB & BBC * including iPlayer etc. 37

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