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10 Ways to Effectively Use Mobile Research


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(ESOMAR Webinar March 12, 2013)
Technical advances within the mobile field such as geo-location targeting, barcode scanning and passive data collection prove that mobile research offers more than just switching data collection platforms. Unlike the move from offline to online, new insights can be acheived with a multitude of innovative methodologies.
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10 Ways to Effectively Use Mobile Research

  1. 1. 10 Ways to EffectivelyUse Mobile ResearchLyndal Vozzo12th March 2013
  2. 2. WebinarSummary 2
  3. 3. Online Panels. Digital. Mobile.Leader of digital data collection and online sampling Proprietary Panels in 38 countries 100% ‘research only’ Over 6 million highly responsive, deeply profiled consumers and business professionals Industry leading response and retention rates Over 1,200 research professionals dedicated to providing superior client service 25 Offices Worldwide for global excellence and coverage 3
  4. 4. The Mobile Landscape 4
  5. 5. Insights & analytics data industry evolution 5
  6. 6. Smartphones Now Dominate MobileShare In Most Developed CountriesGlobally:• 2013 estimates say 1.4 billion smartphones and 268 million tablets in active use (not just units shipped) • Android leads in Smartphones; iOS in tablets• End Of Year 2013 estimates: • 45 million Windows phones; 20 million Blackberries (3.2% and 1.4%, respectively) • Android = 798 million handsets (57% share); iOS = 294 million devices (21% share)Locally:• 8.67 million smartphone and 4.37 million tablet users in Australia at May 2012 (52% population)• 22.05 million mobile internet subscribers at June 2012 (21.8% increase on 2011)• 58% smartphone users access the internet via their device every day• 74% don’t leave home without their device 6
  7. 7. Mobile ResearchThe Benefits In the Accurate moment Passive Convenient Easier to Data plus for the engage the AdaptableSurvey Data respondent respondent Providing deeper, richer insights 7
  8. 8. So, what are the 10 waysto effectively use mobileresearch……to further the engagementwith your respondents andcollect insights like neverbefore? 8
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  10. 10. Home EthnographyHow comfortable are respondents with qualitativeaspects of mobile research?Research Now Mobile invited 3,500 panelists to take CASEpart in a home ethnography study designed to STUDYunderstand respondents’ willingness to participate inqualitative parts of mobile studies, particularlymedia uploads.• 679 completes in 2 days, despite the study being long & media intensive• 97% scanned barcodes• 99% uploaded pictures• 82% uploaded audio• 80% of those with pets uploaded videos• Open Ended data with detailed responses 10
  11. 11. Mobile ResearchEthnography1  Deeper insights - And insightful mix of qualitative inputs and quantitative information2  Ease of data collection - In the palm of the respondents hand - anywhere, anytime3  Delivery and format 11
  12. 12. Sporting Event DiaryHow do researchers collect in-the-momentdata at the 2012 Olympics?Research Now Mobile recruited for respondents to CASEcomplete two two-day diaries for people at the 2012 STUDYLondon Olympics or watching them at bars orat home.• 69% of respondents completed both diaries• 62% uploaded images• 19% uploaded video• Impressed with detailed open-ended responses• High level of respondent engagement 12
  13. 13. Mobile Research In-the-moment4  Highly-engaged respondents - Authenticity of data5  Geographic coverage - Ability to cover multiple locations in a limited time period6  In-the-moment - A ‘front row seat’ 13
  14. 14. Holistic InsightsHow does a digital newspaper use passive datacapture to gain deeper reader insights? CASEA digital newspaper that caters to tablet usersthrough a newspaper app uses Research Now STUDYMobile+ to send targeted surveys and overlaysthe survey data with behavioural data fordeeper insights.• Behavioural data including app downloads, music played, etc. are passively captured.• Survey data is collected periodically by pushing surveys.• Data from repeat surveys and passive data capture are tied together for deeper insights. 14
  15. 15. Mobile Research Passive Data Collection7  The ‘big picture’ - Survey responses meshed together with passive data provide the full picture: data integration 15
  16. 16. Retail SurveyHow does a major FMCG company get shopperfeedback on their in-store displays? CASEResearch Now Mobile created a mobile survey forshoppers, whose locations were validated by GPS STUDYdata, to complete while inside targeted supermarkets.• Respondents uploaded photos of in-store displays and scanned UPC barcodes of products• Geo-fencing ensured the survey was available only when respondents were in the store, ensuring strong validation and data quality• Rich In-The-Moment data and insights 16
  17. 17. Retail Survey 2Understand why customers don’t makepurchases when visiting retail stores. Use thisinsight to devise strategies to increase CASEconversion rate. STUDYUtilise Interviewer Mode of the platform to conductExit Interviews by intercepting consumers who werenon-purchaser.• Responses were captured and uploaded in real time making raw data instantly available to the client• Over 450 exit interviews conducted in record time of 7 days: faster than traditional methods 17
  18. 18. Mobile Research In-Store or Exit Interviews 8  High-quality validation 9  Speed of completion - Field time efficiencies leading to quicker insights10  Faster client action/response 18
  19. 19. Mobile ResearchBest Practice 19
  20. 20. Best Practices for Mobile Research• Sample selection/recruitment • Use both online and mobile to insure broader representation • Target your respondents … natural response rates will skew younger with higher income• Survey Length • 10 minutes [or less] sees higher response rates • Shorter questionnaires are not a ‘rule of thumb’• Questionnaire Design • Consider diaries for longer surveys (multiple surveys fused together in one set of results – in-home, store visits etc) • Allow respondents to complete in smaller segments. 20
  21. 21. Best Practices for Mobile Research• Use of Rich Media • Keep use of audio, photo or video capture to <5 requests per survey • Enhance open ends….consider audio instead of text responses• Geo locations are great, but plan wisely • Do not plan quick ‘drive bys’ without larger over-samples • Geo invites … do you have physical lat/long or street address?• Avoid Studies that requite real-time ‘pings’ with other servers • Adaptive conjoint, max diff, etc. 21
  22. 22. Best Practices for Mobile Research• Be prepared to deal with media and passive data • Showing rich media or capturing rich media… • …Rich media generates a lot of data • …Be prepared to code, tabulate and analyse audio, video and photos• Diverse platforms mean you may never achieve 100% coverage • Consider the trade off of richness of survey data vs. device coverage • Native app is best confined to high share devices like iOS or Android devices • Cover Android and iOS; monitor Windows and Blackberry • If device coverage is essential: Use ‘Least Common Denominator” complexity: confine it to single choice and multi- choice if you want all devices – keep your design simplistic 22
  23. 23. 10 Key Take-outsEthnography Passive data collection 1. Deeper insights 7. The ‘big picture’ 2. Ease of data collection 3. Delivery and format In-store/ Exit interviews 8. High-quality validationIn-the-moment 9. Speed 4. Highly-engaged respondents 10. Faster action/ response 5. Geographic coverage 6. ‘Front row seat’ 23
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