Research Goes Mobile Findings from initial smartphone application research

1. A
Presenta*on
from
The
Fes*val
of
NewMR
–
Main
Stage
5
December
2012
Research Goes Mobile
Findings from initial smartphone application research
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Sally
Joubert
Luma
Research
Mar4n
Tomlinson
Research
Now

2. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert and Martin Tomlinson

3. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1

4. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1

5. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1

6. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
We are now symbiotic with the internet

7. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Of users expect the mobile experience to
be better than or equivalent to using a
laptop or desktop computer85%
Of US mobile web users only access the
web from their mobile devices25%
Sources: Harris Interactive & Tealeaf, On Device Research & Mobithinking

8. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
And user interface
is improving ...

9. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
But let’s be realistic ...

10. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
…appreciate the
role of mobile
in consumer
life...
…and understand
the implications for
our industry...

11. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
2011 – Phase 1 Phase 22010
Goal to explore feasibility,
practicality, reliability and value of
mobile ad testing.
Research in Practice – Luma Advertising Testing

12. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Two Phases of Parallel Testing
2011
the kindergarten era for app-based
surveys initial research was done
using static advertising
2012
the primary years with developments
in mobile technology video advertising
was tested

13. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
2 x N=200 2 x N=200
Re-thinking – a 5 minute
questionnaire
2011 Study in UK and Australia

14. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Smartphone Survey –
56% completed out of working hours
Online Desktop Survey –
21% completed out of working hours
Key Finding – Time of Day

15. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Key Findings – Brand Bonding Completely Consistent

16. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Smartphone as a data collection platform does not have a direct
impact on brand feelings measurement
Key Implication along the way…

17. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Too good to be true – Some inconsistency

18. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Two video ads
Same 5 minute
questionnaire
plus opt in post
survey passive
data collection
2 matched
samples of N=104
and N=107 across
Smartphone or
Desktop
30 opted into
the passive data
collection – an
encouraging result!
2012 Phase Two Study in Australia

19. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Smartphone Survey –
90% completed out of working hours
Online Desktop Survey –
60% completed out of working hours
Key Finding – Time of Day mainly out of hours

20. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Source: add+impact® Quick Check Brand Bonding ratings
Key Finding – Brand Bonding Completely Consistent again

21. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Source: add+impact® Quick Check Attention ratings
Key Finding – Attention now Consistent…
even when we drilled down further

22. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
6.0
Benchmark
OldFashioned
Online
Mobile
Attentiononce
SameoldThing
Forgettable
Original
Entertain
10
9
8
7
6
5
4
3
2
1
0
Attention Elements – Kleenex

23. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
6.0
Benchmark
OldFashioned
Online
Mobile
Attentiononce
SameoldThing
Forgettable
Original
Entertain
10
9
8
7
6
5
4
3
2
1
0
Attention Elements – McDonald’s

24. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
UntouchedPotentialsEntertainedCommitted
Mobile
Mobile
Online
Online
Implications?
Proportion Committed

25. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
There are some encouraging
consistencies when comparing Online
to Mobile….

26. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Passive data collection
is the next
dimension….

27. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1

28. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1

29. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
…what about methodological
development…?

30. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Thank you
Questions?

31. Sally Joubert, Luma Research & Martin Tomlinson, Research Now
Festival of NewMR 2012 - Main Stage – Session 1
Q
&
A
Sue
York
NewMR
Mar:n
Tomlinson
Research
Now
Sally
Joubert
Luma
Research