ARF Re:think 2013Mobile Innovations Workshop –best practices for in-the-momentdata capture
Smartphones Now Dominate Mobile Share InMost Developed Countries•   2013 estimates say 1.4 billion smartphones and 268 mil...
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Geo Surveys              4
Behavioral             5
Rich Media Uploads                     6
In-The-Moment Surveys                        7
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Product UsageGlobal CPG wanted to learn about the situationsand scenarios that cause consumers to take over-the-counter me...
Home EthnographyHow comfortable are respondents with qualitativeaspects of mobile research?Research Now Mobile invited 3,5...
Retail SurveyHow does a major FMCG company get shopperfeedback on their in-store displays?                                ...
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Best Practices for Mobile Research Sample selection/recruitment    Targeting best Questionnaire design    Length Use ...
Contact              Mike Billingsley                Vice-President,  Global Client Development,           Research Now Mo...
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Mobile Innovations Workshop

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Presentation by: Mike Billingsley
(presented at the 2013 ARF Re:think Conference)

Published in: Technology
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Mobile Innovations Workshop

  1. 1. ARF Re:think 2013Mobile Innovations Workshop –best practices for in-the-momentdata capture
  2. 2. Smartphones Now Dominate Mobile Share InMost Developed Countries• 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) 2
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  4. 4. Geo Surveys 4
  5. 5. Behavioral 5
  6. 6. Rich Media Uploads 6
  7. 7. In-The-Moment Surveys 7
  8. 8. 8
  9. 9. Product UsageGlobal CPG wanted to learn about the situationsand scenarios that cause consumers to take over-the-counter medications. CASEResearch Now Mobile created a mobile diary study tocapture In-The-Moment sentiments and rich data. STUDY200 respondents completed 2,522 surveys over twoweeks • Also include barcode scans • Rich media uploads • High level of respondent engagement • High daily survey response rate“The mobile learnings that we gained fromResearch Now Mobile will have multi-facetedusage over many years for our brand. The datawill guide media placement choices by sparkingrelevant comparisons in market and giving us anunderstanding of the weaknesses of our brand,as well as the competition, in the consumersown words. 9
  10. 10. Home EthnographyHow comfortable are respondents with qualitativeaspects of mobile research?Research Now Mobile invited 3,500 panellists 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 10
  11. 11. 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 11
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  13. 13. Best Practices for Mobile Research Sample selection/recruitment  Targeting best Questionnaire design  Length Use of rich media  Careful what you ask for Types projects  Geo  Diary  Behavioral 13
  14. 14. Contact Mike Billingsley Vice-President, Global Client Development, Research Now Mobilembillingsley@researchnow.com 14

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