MRA - Florida Chapter Webinar oct 2011

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Webinar presented to Florida Chapter of the Market Research Association, October 2011.

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MRA - Florida Chapter Webinar oct 2011

  1. 1. Market Research AssociationCurrent Mobile Research TrendsJustin Bailey andLorelle Vanno Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  2. 2. Agenda1. Mobile Research Definitions2. Changing Behavior3. Life 360 World Cup case study4. Best Practices & Guidelines 2 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  3. 3. An undefined problem has an infinitenumber of solutions. - Robert A. Humphrey 3 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  4. 4. What is Mobile Data Collection? Active – In-the-moment Passive – GPS Tracking Observational – Photos Qualitative – Open-ended Quantitative – Surveys Video – Digital ethnography Telephone – Voice Interactive – Gamification 4 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  5. 5. Notable Elements of Mobile Surveying1) Point-in-time2) On-the-go3) Quick-hit surveys4) Relevant topics Photo by foxypar45) Fun factor Beware the slippery slope!! 5 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  6. 6. What do these things have in common? Photo by abooth202 Pet Rock Photo by lisatozzi Chia Pet They’re all fads!!! Photo by the prodigal untitled13 Polyester Jumpsuit 6Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  7. 7. Mobile Research Constraints1) The Smartphone “Fad” aka The Novelty Effect2) Solve “The Case of the Shrinking Screen”3) Web vs. AppOptimize mobile surveys using best practices 7 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  8. 8. The Case of the Shrinking Screen Past Research 1. Taking online surveys on a smartphone – Callegaro; Peytchev & Hill 2. Optimizing the mobile survey 3. Nielsen’s mobile research – Life360Citations: Callegaro, M. (2011). Do You Know Which Device Your Respondent Has Used to Take Your Online Survey? SurveyPractice, April 2011.Peytchev, A and C. Hill (2010). Experiments in Mobile Web Survey Design : Similarities to Other Modes and Unique Considerations.8Social Science Computer Review, August 2010 ,319-335. Copyright © 2011 The Nielsen Company. Confidential and proprietary. Photo by mikogo
  9. 9. Mobile Web Browser vs. Mobile App• Mobile web browser – Internet provided on device• Mobile app – Program downloaded onto phoneConsiderations1. Connectivity2. Trust3. Flexibility4. Coverage5. Costs 9 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  10. 10. Mobile Research• Untested• Multi-faceted• Know your audience• Know your mode• Optimize accordingly 10 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  11. 11. Life is like an ever-shifting kaleidoscope – aslight change and all patterns alter. - Sharon Salzberg 11 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  12. 12. Changing Behavior • How mobile is different • Consumer expectations • Engagement • Changing our research – Culture specific – Reasons for participating / incentive 12Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  13. 13. Changing Behavior – How Mobile is Different • 35% of American adults own a smartphone • ½ of mobile traffic on social network sites (SNS) • Vast majority webpage views <1min • 53% use mobile when waiting • Mobile users consume 2X media of non-mobile • New contact mode for hard-to-reach 13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  14. 14. Changing Behavior – Consumer expectations • The Digital Native < 35 • The Digital Immigrant > 35 • Heavy interaction increases expectationCitation: Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, Vol. 9 Iss: 5, pp.1 - 6 14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  15. 15. Changing Behavior – Engagement • Engagement – Mobile makes surveying / research fun – Saturation point – New competitors for respondents’ attentionCitation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK. 15 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  16. 16. Changing Behavior – Changing our Research • Changing our research – Engaging the new Digital Native – Making research interesting – Interacting with the respondentCitation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK. 16 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  17. 17. Citation: Hoang, B. Mobile Exposure – Mobile Media Usage Data . Paper presented at the Mobile Research Conference,London, UK. 17 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  18. 18. Changing Behavior - Incenting Participation Two main reasons people participate in mobile research 1. They enjoy it (hedonic) 2. It fits in with the respondent’s self-identity (self-congruity)Citation: Bosnjak, M. (2011, April). Self-administered Mobile Survey Workshop Paper presented at the MobileResearch Conference London, UK. 18 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  19. 19. Changing Behavior If you want to persuade me, you must think my thoughts, feel my feelings and speak my words. -Cicero • Not just technology, but behavioral change • Heavy interaction increases expectation • Engage and interact with the respondent • Culture matters • Focus communications on why people participate 19Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  20. 20. It would be interesting to find out what goeson in that moment when someone looks atyou and comes to all sorts of conclusions. - Malcolm Gladwell 20 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  21. 21. Nielsen’s Smartphone Past – A Case Study• Based on digital ethnography• Capture in-the-moment behavior• 5 studies since 2008 21 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  22. 22. Life360 Studies – Completion Rates Complete Sample Time Average Test Year Rate Size Length Resp/Day Media 2008 92.9% 112 10 days 8.0Consumption Eating & 2009 87.7% 65 7 days 3.56 Drinking Daily 2009 97.4% 56 7 days 1.63 ExpensesWorld Cup 2010 76.7% 413 33 days 4.42 Purchase 2011 97.6% 42 3 months 0.31 Behaviors 22 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  23. 23. Case Study: 2010 FIFA World Cup• How do South Africans engage with the World Cup?• 33 Days – 5 surveys/day• 413 participants in 4 cities• Each survey 5-8 minutes• Randomized alarming 23 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  24. 24. Case Study: 2010 FIFA World CupData Analysis – 2 components1) Client-specific data2) Success metrics 24 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  25. 25. Life360Engagement and ExcitementWhat type of TV programming did you watch? (Select all that apply) * excluding days without games 11 June – 11 July Source: Nielsen Life360 South Africa Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban 25 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  26. 26. Watching the World Cup Out of Home Life360 Daily World Cup Coverage (%) June | JulySource: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+) 26 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  27. 27. World Cup Sponsors Life360 What brands stood out to you today? What ads have you noticed following sports today? Unprompted Prompted11 June – 11 July Source: Nielsen Life360 South Africa Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban 27 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  28. 28. Life360 Reports in RatingPoint 28 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  29. 29. Measuring the World Cup – Compliance 33 X 5 X 413 =68,145 Total surveys sent • Average completion rate: 76.7% • Women = 79.0%; Men = 74.4% 29Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  30. 30. Percentage of Completed Interviews by Day% Completed Interviews Day of Study 30 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  31. 31. Completion Rates by Time of Day% Completed Interviews 31 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  32. 32. Summary• Measured engagement and excitement at WC• Provided in-the-moment data to clients• Achieved high response over time• Further refined Life360 methodology 32 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Presentation MRA – Mobile Research Webinar
  33. 33. Traffic signals in New York are just rough guidelines. - David Letterman 33Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  34. 34. Best Practices and Guidelines • General practices • 4 Must-haves of mobile • Recruitment • Navigation • Survey design 34Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  35. 35. Best Practices – General Practices • Mobile as a complement to other research • Don’t use technology for technology’s sake • Make it interesting • Safety of respondents should be highlighted 35 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  36. 36. Best Practices - 4 Must-Haves 1. Easy to participate 2. Cannot take too much time 3. Add value to the respondent 4. Based on reciprocity – a social exchangeCitation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK. 36 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  37. 37. Best Practices - Recruitment• Text messages – Less is more• Electronic recruitment – Monday morning is best• Permission for data usage• Be transparent 37 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  38. 38. Best Practices – Navigation • Make it easy – Provide a swiping area – Provide “Next” and “Back” buttons – Provide users “Save” and “Exit” buttons – Reduce the number of tapsCitation: Cook, S., Sembajwe, R., Geisen, E. and Massoudi, B. (2011, May). Can You See it Now? Good: Usability Testing of aMobile Health Application.” Paper presented at the annual meeting of the American Association for Public Opinion Research,Phoenix, AZCitation: Clark, J. (2010). Tapworthy: Designing Great iPhone Apps. Sebastapol, CA: O’Reilly Media, Inc. 38 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  39. 39. Best Practices – The Survey • Keep it simple and sensible • Orient vertically • Minimize scrolling • Avoid difficult-to-use response options • Try to avoid grids and graphics • Keep your target device in mind • Test your layout 39 Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  40. 40. Best Practices and Guidelines I have made this [letter] longer, because I have not had the time to make it shorter. -Blaise Pascal • Make it interesting • Make it easy – to participate • Add value, it’s an exchange • Make it easy – to navigate • Recruitment – less is more, be transparent •Make it easy – to respond to questions 40Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar
  41. 41. Q&Ajustin.bailey@nielsen.comlorelle.vanno@nielsen.com Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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