1.
Mobile Redefines
Media, Research
Originally presented at the ARF
Re:Think 2013 conference:
Andrew Elder
SVP, Marketing Sciences
Carrie Angiolet
SVP, Client Services
Michael McCrary
President In partnership with:

2.
Last year 6% of all survey-taking activity on the
Fulcrum platform was incidentally taking place on
mobile devices; they predicted that by this month,
12% of surveys would be…
Growth accelerated beyond expectations, hitting
13% in January
AS RESEARCHERS, WE HAD TO FIND
OUT WHAT WAS GOING ON.

3.
Who is the mobile
survey audience,
Do I need to and how are they
optimize my surveys different?
specifically for
mobile devices?
Does survey length
really make a
difference on a
How does market
mobile device?
research need to
adjust for mobile?
Does it?

4.
Illuminas
Full service market research consultancy delivering
strategic marketing intelligence across B2B and
consumer markets worldwide.
• Delivers actionable and creative solutions that are founded on technical excellence
and robust, leading-edge thinking
• Solutions are tailored to clients’ unique business needs, and we design programs
that enlighten business' strategy and empower informed, tactical decisions
• Boutique provider with strong senior management involvement, but global presence
with offices in London, New York, Austin

5.
Fulcrum by Federated Sample
Today’s most powerful, open and customizable online
sampling platform.
Sample Optimization Sample Management Sample Exchange
• Buyer and seller respondent • Preserve existing supplier • Boosts delivery
routing relationships
• Reduces costs
• Increases sample performance • Streamlines supplier
up to 80% management • Always on
• Enhances respondent • Simplifies complex projects • Easy to use
experience
• Apply unrivaled quality and • Global
• Flexible and Configurable security controls
• Diverse and rich

6.
Kinesis Survey Technologies
The industry’s leading end-to-end
survey and panel management software platform.
• The only market research software provider to offer a fully multimode solution suite
• Provides “future-proof” survey, panel management and community functionality not
available in competing solutions
• Enables seamless and simultaneous mobile, tablet and desktop device interaction
• Headquarters in Austin, TX with European offices in London, U.K.
• Rapidly growing company with clients and partners worldwide
Visit the Kinesis website: http://www.kinesissurvey.com
Read the Kinesis blog: http://www.kinesissurvey.com/blog
Follow Kinesis tweets: http://twitter.com/kinesis_survey

7.
MyPoints
Dependable Market Research Sample
• High Quality:
• Targeted, qualified respondents based on over 500 data points
• Double opt-in, physical address required, highly responsive
• Certified for quality and consistency
• Experienced, Full-Service Sampling:
• Founded in 1996, and providing market research sample solutions since 2005
• Consultative approach to meeting our partners sample needs
• Feasibility estimates you can count on
• Census balanced out-go, disposition reporting, pre-screening, re-contacts, IHUTs, zip
code targeting
• Scale and Reach:
• 9 million double opt-in, including 7.5+ million email-able members
• Access to respondents via different channels (email, web, mobile, social) & categories

8.
The mobile revolution
% of U.S. Panelists that respond via mobile device (2010-2012)
Pre Christmas Post Christmas
12.7%
10.5%
4.8%
4.0%
1.4% 1.7%
2010 2011 2012

9.
The mobile growth curve
Total Mobile
High Smartphone Tablet
Mid
Low
Actuals Projections
25%
20%
15%
10%
5%
0%
Global Growth of Mobile on Fulcrum Platform

10.
Traditional
Optimized

11.
2 TRACKS
Incidental Intentional
Who are taking our
surveys? And who is doing
it on mobile devices?

12.
Who are these survey-takers?
AGE GENDER TECH CREDS DEVICE USE
Favorite
10% 19% 42% 29%
41%
New tech advice-givers
50%
29%
50% Phone is for entertainment
18-24 25-34 35-54 55+
Favorite
18% 18% 43% 22%
45%
New tech advice-givers
45% 34%
55% Phone is for entertainment
18-24 25-34 35-54 55+
26% 26% 29% 18% Favorite
51%
New tech advice-givers
49%
51% 39%
Phone is for entertainment
18-24 25-34 35-54 55+

13.
What happens when you intentionally seek out
mobile survey takers?
Incidental Intentional

14.
Our methodology
2 TRACKS
Incidental Intentional
Long Short Short Long
Screeners / Screeners /
Demographics Demographics
A. Music A. Music
Standard 15 Standard 15
Ask 1 of 4
Ask 1 of 4
min survey B. TV B. TV min survey
C. Movies C. Movies
D. Social D. Social
Optimized survey experience
Sensitivity to survey length

15.
Does survey length matter?
2 TRACKS
Incidental Intentional
Long Short Short Long
9:48 5:10 Survey Length 5:51 11:45
7.9% 6.0% Drop Off 4.7% 8.1%
48% 46% Time Well Spent 46% 41%

16.
How do they compare?
PC Tablet S.Phone Intentional Intentional
Tablet S.Phone
Incidental Intentiona
mobile survey l mobile
PC takers
survey takers

17.
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences

18.
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences
Intentional tablet and smartphone
users are more tech savvy

19.
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences
Intentional tablet and smartphone
users are more tech savvy
They also use more devices
regularly

20.
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences
Intentional tablet and smartphone
users are more tech savvy
They also use more devices
regularly
And are more likely to use social
media

21.
Intentional smartphone users turn
to their phone for entertainment at
higher rates than all other
audiences
Intentional tablet and smartphone
users are more tech savvy
They also use more devices
regularly
And are more likely to use social
media
But those on smartphones are the
most active on social media sites,
potentially due to age

22.
Ok, but how does this
affect advertising
research specifically?

23.
Interact with ads as a result of
listening to music, watching TV
and using social media
TV MUSIC Social Media
30
20 16 17 19
14
8 10 8 10 6 10 7
4 4
PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart
Phone Phone Phone Phone Phone Phone

24.
Purchased something as a result
of listening to music, watching
TV and using social media
TV MUSIC Social Media
56
42 43 44 40
24 25 27 27
19 22 18
14 17 17
PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart
Phone Phone Phone Phone Phone Phone

25.
Would pay to eliminate
advertisements during their
activities
TV MUSIC Movies
45 48 49
39 41 41 41 42 43 41
39 38
30 31 27
PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart
Phone Phone Phone Phone Phone Phone

26.
Desire to interact with brands
through social media
Follow a Brand on Receive Opt in Receive Custom Ads
Social Media Communications fm. Online Activity
93
75 76
70 70 69
57
49
43 42
20
10 14 13 9
PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart PC Tablet Tablet Smart Smart
Phone Phone Phone Phone Phone Phone

27.
In conclusion…

28.
Pre-target the mobile audience to reach
those most engaged with advertising
Objectives should drive decision to pre-
target a mobile audience… or not
Consider the mobile audience during
design; PC respondents also benefit
Integration of mobile in trended studies will
be increasingly important
People will continue taking surveys on
their favorite device; surveys must adapt

29.
Detection, Device Appropriate
Rendering, Distribution
API Integration with suppliers with
mobile capabilities
Easy segmentation of respondents
by device
Custom business rule configurations
for mobile responders

30.
Questions?
Please feel free to contact us!
www.illuminas.com
(512) 652 2700 –or- solutions@illuminas-global.com
andrew.elder@illuminas-global.com
carrie.angiolet@illuminas-global.com
www.federatedsample.com
(504) 264 5820 –or- info@federatedample.com
mmccrary@federatedsample.com
www.kinesissurvey.com
(512) 590 8300 –or- sales@kinesissurvey.com
www.mypoints.com
(415) 200 4271–or- brin.moore@mypointscorp.com