July Webinar: The New Frontier


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The New Frontier: Enhancing data collection with location-based mobile surveys. Presentation by: Steve von Bevern, Research Now Mobile

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July Webinar: The New Frontier

  1. 1. The New Frontier:Enhancing Data Collection withLocation-Based Mobile SurveysSteve von BevernVice President Operations & Client ServiceResearch Now MobileAround the WatercoolerJuly 2012 Webinar
  2. 2. Agenda  Background  Smartphone market  About Research Now Mobile  How Location-Based Surveys Work  Applications for Location-Based Surveys  Enhancing your Survey Results  Why  Types of Location-Based Surveys  What works?  Mapping User Movement, Tracking Location by Time  Geo Databases  User Notifications  Data validation  Challenges  Privacy, location capture & transmission frequency, battery life, etc.2 © 2012 Research Now
  3. 3. Background Huge smartphone penetration combined with the explosive growth of mobile Internet and GPS-enabled devices offers exciting opportunities for innovative geo location-based services Technology and innovation are evolving around the Local – Mobile – Social marketing triangle3 © 2012 Research Now
  4. 4. Native App & Web App Solutions Research Now Mobile offers Platform, Service and Panel Reach as an Enterprise Grade Market Research Solution provider for Top Research Mobile Design Panel Network Organizations and Fortune 5+ million panelists in 38 countries 1000 companies4 © 2012 Research Now
  5. 5. Check out our native app for yourself Many ways to download  Download by searching for “iPinion” in the app stores for iOS, Android and Blackberry devices  Text “Surveys App” to 41411  Scan our QR code/Microsoft Tag from a smartphone Explore our demo surveys: 1. Download the app 2. Login using the following credentials User ID: demo Password: demo5 © 2012 Research Now
  6. 6. How Location-Based Surveys Work  Native app based  Opt-in respondents  Uses device’s location capabilities  GPS  A-GPS  Cross reference with location targets to trigger surveys  Fencing vs. Targeting6 © 2012 Research Now
  7. 7. Enhance Results Use location-based surveys anytime, anywhere  Events/special venue surveys  In-the-moment surveys  Secret shopper studies  Home use tests  Ethnography7 © 2012 Research Now
  8. 8. Types of Location-Based Surveys  Follow-up surveys to a specific experience Geo Targeting  Tying the survey to a location visited at a specific time in the past  In-the-moment surveys Geo Fencing  Tying the survey to the location Customized behavioral targeting – offering a survey based on respondent movement/location change Location Based Targeting Multiple Geo-Fences8 © 2012 Research Now
  9. 9. Applications  A survey offered based on entry to store or a venue  A survey offered upon being in a specific location/within a particular radius of a location  Track consumer’s path through their day and merging with survey data (combining behavioral and attitudinal data)  Follow up survey opportunities based of point of interests or purchases9 © 2012 Research Now
  10. 10. What Works?  Ability to locate and track the movement of the user  Correlate with venues or stores near the user  Trigger geo-fenced and geo-targeted surveys  Push real-time surveys as well as after-the-experience surveys  Combine location, time data with survey data10 © 2012 Research Now
  11. 11. Mapping User Movements11 © 2012 Research Now
  12. 12. Tracking Location by Time12 © 2012 Research Now
  13. 13. Geo Databases  Uploading existing location databases  Specifying ad hoc locations  Resolving addresses  Using third party store/venue databases13 © 2012 Research Now
  14. 14. User Notifications  Email  Push  SMS  Badges14 © 2012 Research Now
  15. 15. Challenges  All devices are NOT the same  All users and device settings are NOT the same  Battery utilization  Monthly bandwidth consumption limits  Locations with poor carrier coverage or connectivity  Push notification reliability  In store surveys and physical building characteristics  Small stores/venues15 © 2012 Research Now
  16. 16. Validations  Validate location to qualify/disqualify respondents  Help eliminate fraudulent respondents  Prevent respondents from receiving surveys not in/not visiting the desired location  Validate store surveys, in-home surveys, out-door surveys by location16 © 2012 Research Now
  17. 17. Privacy Concerns  Areas to communicate include:  Which data is collected  Who is collecting location data, how it will be used, with who it may be shared ,how long it will be stored, etc.  Research participants will not be contacted with advertisements or offers based on their physical location or participation  Potential data charges In compliance with:17 © 2012 Research Now
  18. 18. Other Considerations Maintaining Battery Life  When not needed, location capture and transmission can be reduced  When required location capture can be increased  Match location capture and frequency to research design and store/venue18 © 2012 Research Now
  19. 19. Other Considerations GPS & App Availability  If A-GPS not available, the device may provide poor location accuracy  Users may turn off GPS (advertently or inadvertently)  User needs to be logged in to the mobile app Location Capture & Transmission Frequency  Frequent capture and submission decreases battery life  Less frequent capture and submission may miss desired user movements  Geo fencing typically needs more frequent capture and submission (e.g., 5 mins) than geo targeting (e.g., 15 mins)19 © 2012 Research Now
  20. 20. Conclusion Is the technology ready for research? Do the current capabilities qualify location based surveys as a viable research methodology? Where can it be used? Where can’t this be used?20 © 2012 Research Now
  21. 21. Thank YouAny questions?svonbevern@researchnow.com