Engaging Respondents on the Fly with Evolving Research Methods

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Decipher, Inc. president, Kristin Luck, presented this webinar for the MRA that covers how to connect with your respondents on their turf – through their mobile device. During this webinar, participants covered mobile research best practices and learned about case studies that show what works and what doesn’t when conducting mobile research.

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Engaging Respondents on the Fly with Evolving Research Methods

  1. 1. RIDING THE TREND WAVE<br />ENGAGING RESPONDENTS ON THE FLY WITH EVOLVING RESEARCH METHODS<br />
  2. 2. MY data<br />
  3. 3. Our data<br />1994 The year I became a market researcher<br />2 Research & consulting firms I’ve started<br />13 Years of custom tech development experience<br />4 Years with Decipher<br />3 Hyperactive pets currently in my house<br />
  4. 4. NOW ON TO MOBILE…<br />
  5. 5. TODAY WE’LL COVER<br />An overview of mobile marketing<br />What is it?<br />How it’s changing the way marketers communicate<br />Current mobile research tools & applications<br />Mobile research<br />iPad research<br />Future mobile research capabilities<br />
  6. 6. What the heck is mobile marketing?<br />Text Messaging (SMS)<br />MMS (multimedia messaging service – pictures)<br />WAP (wireless application protocol – internet browser)<br />Keyword & Shortcode (text DEC to 71366)<br />Mobile marketing is already here!<br />Over 40% of US mobile subscribers say they have been exposed to one or more forms of advertising/marketing on their cell phone in the past 30 days.<br />
  7. 7. MOBILE MARKETING STATS<br />(<br />)<br />IT’S HERE!<br />90% of Americans over the age of 13 own a mobile phone.<br />66MM SmartPhone users in the US<br />60% of US marketers are engaged in mobile marketing.<br />45% of major US brands are experimenting with mobile campaigns.<br />40% of the 400 billion annual global text messages are commercial.<br />
  8. 8. WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.<br />Cooperation rates continue to decline<br />Quality concerns (time to stop pointing the finger at panel!)<br />Respondents are using SmartPhones to access online content<br />Research technologies must evolve…<br />Keep respondents engaged!<br />Connect using relevant communication modes!<br />
  9. 9. PRO’S & CON’S<br />Pro’s<br />Fastest growing area of media adoption<br />One to one marketing (direct connection)<br />Measurement<br />Exposure to respondents without landlines<br />Con’s<br />Mobile devices are “personal”<br />Consumers want control<br />Concern over fees (Digital Sidebar?)<br />Application burnout<br />Deceptive distribution/developer techniques<br />
  10. 10. THE MOBILE OPPORTUNITY<br />90%+ of phones are mobile internet ready<br />60% of users access at least 1x per day<br />Mobile can be used for…<br />Alerts<br />Information<br />Couponing<br />Contests<br />And most importantly…research<br />
  11. 11. MOBILE FOR RESEARCH<br />Product purchase<br />POP feedback<br />Purchase drivers (couponing, sale, etc)<br />In Market<br />Screenings/exits<br />Ethnography & diary studies<br />Brand awareness<br />Transactional<br />Brand Experience<br />Event based<br />Customer satisfaction<br />Mobile Measurement<br />Mobile advertising effectiveness<br />
  12. 12. MOBILE SURVEYS<br />Web based surveys<br /><ul><li>Text & multimedia capabilities
  13. 13. High device compatibility (70%+)</li></ul>App based surveys<br /><ul><li>Device specific
  14. 14. Faster delivery/upload times
  15. 15. Can be pushed via existing marketing apps</li></li></ul><li>Ipad surveys<br />Touch screen compatible<br />Allows use of interactive questions<br />Don’t forget your internet connection!<br />
  16. 16. Ipad surveys<br />(<br />)<br />HYBRID <br />OPPORTUNITIES<br />Combines the best of quant/qual techniques<br />Survey to quantify individual preferences<br />Group discussion of the drivers of preference<br />The tools…iPad + real time data + group discussion<br />
  17. 17. WHERE ARE WE TODAY?WHERE ARE WE GOING?<br />
  18. 18. INDUSTRY capabilities…today<br />Multi-platform studies<br />Auto-directed based on access point<br />Web based mobile surveys<br />Text, diary & multimedia surveys<br />App based mobile surveys<br />Text, diary & multimedia surveys<br />QR & barcode scanning / voice & video recording<br />Custom mobile apps<br />iPad surveys<br />Hybrid surveys<br />Interactive questions/multimedia<br />Mobile panels<br />Proprietary research communities<br />
  19. 19. WHAT’S WORKING<br />Short text surveys (sensitivity to respondent tolerance)<br />Image/video uploads (diary/ethnography)<br />Survey apps (beware of download tolerance)<br />
  20. 20. WHAT’S NOT WORKING<br />Long surveys<br />Complex question types<br />Limited app distribution (platform compatibility)<br />Insensitivity to personal nature of cell phones<br />
  21. 21. In the works!<br /><ul><li>Granular device detection
  22. 22. Optimal styles routing
  23. 23. Integration with DIY software suites
  24. 24. Warning & “best practice” notifications
  25. 25. Multi-language surveys
  26. 26. Geo-tracking for more accurate targeting
  27. 27. Image based survey triggers
  28. 28. Digital wallet (One Point)</li></li></ul><li>BEST PRACTICES…today<br />Keep it short!<br />10 questions (or less)<br />Keep it simple!<br />Minimize content <br />& complexity <br />
  29. 29. Get involved in the conversation…<br />GROUPS:<br />NGMR<br />Innovation & New Tools in MR<br />EVENTS:<br />MRA Annual Conference<br />Intl’ Conference on MR in the Mobile World<br />IIR Technology Conference<br />CASRO Tech Conference<br />
  30. 30. REMEMBER….<br />This world is changing rapidly!<br />Android<br />Smartphone use is exploding<br />Tablet sales expected to skyrocket<br />Nokia<br />Sites to watch…<br />Engadget<br />TechCrunch<br />Arstechnica<br />Press from IDC, Admob, ComScore<br />
  31. 31. FIND Apartner TO HELP youGET TO THE RIGHT DATA<br />
  32. 32. By asking the rightquestionsSTARTING WITH<br />
  33. 33. why?<br />
  34. 34. Kristin Luck<br />kristin@decipherinc.com<br />310.713.6622<br />FOLLOW ME!<br />Twitter: kristinluck<br />Linked In: kristinluck<br />FOLLOW DECIPHER!<br />Twitter: deciphertweets<br />Facebook: decipherinc<br />

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