MBA 615 - Mobile Market Research - MIS project


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Presented in March 2010 for MIS class. Discuss emerging Mobile Technology and its application to market research.

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MBA 615 - Mobile Market Research - MIS project

  1. 1. Mark Bundang Linda Kudzman Arta Ndreu Martine St-Pierre March 18 th 2010 Emerging Technology: Mobile Market Research
  2. 2. Agenda <ul><li>Emergence of Mobile Market Research </li></ul><ul><li>How Mobile Research Works </li></ul><ul><li>Advantages and Disadvantages </li></ul><ul><li>How today’s companies are reacting to it </li></ul><ul><ul><ul><li>Leaders and Early Adopters </li></ul></ul></ul><ul><li>Conclusion </li></ul>
  3. 3. Emergence of Mobile Market Research <ul><li>Is The Next Big Thing in Market Research </li></ul><ul><li>Finally Ready for </li></ul><ul><li>Primetime? </li></ul>
  4. 4. Market Research <ul><li>Traditional modes of market research: </li></ul><ul><ul><ul><li>Face-to-face </li></ul></ul></ul><ul><ul><ul><li>Telephone </li></ul></ul></ul><ul><ul><ul><li>Mail </li></ul></ul></ul><ul><li>Recent but established mode: </li></ul><ul><ul><ul><li>Online </li></ul></ul></ul>
  5. 5. Comparison of Established Modes F2F Phone Mail Online Cost High Moderate Low Low Speed Slow Immediate Slow Fast Response Rate High Moderate Low Self-selected Geographic flexibility Difficult Good Excellent Excellent Interview bias Problematic Moderate N/A N/A Interview supervision Difficult Easy N/A N/A Quality of response Excellent Limited Limited Excellent
  6. 6. Trend toward Mobile Research <ul><li>While online communication still grows, the mobile phone has rapidly emerged as the preferred tool of communication for many consumers. </li></ul><ul><li>Capabilities previously only available over the Internet are now available on mobile phones, a fact that is not lost on researchers. </li></ul>
  7. 7. Trend toward Mobile Research <ul><li>Mobile marketing is forecast to mirror and then surpass online marketing </li></ul><ul><ul><li>immediate or instant contact with consumers in a buying environment </li></ul></ul><ul><li>Mobile is a targeted and effective marketing method </li></ul><ul><ul><li>Increases the attractiveness of this new medium </li></ul></ul>
  8. 8. How Mobile Market Research Works
  9. 9. Works just like online research…
  10. 10. Home Depot Example Home Depot Mobile Customer Survey
  11. 11. Advantages and Disadvantages
  12. 12. Advantages <ul><li>Instantaneous </li></ul><ul><li>Inclusive </li></ul><ul><li>High response rate </li></ul><ul><li>Options unique to mobile research methodology. </li></ul><ul><li>Capabilities that help solidify the “research” potential of this methodology. </li></ul>
  13. 13. Options unique to Mobile Research <ul><li>Point-of-sale/service customer satisfaction and loyalty surveys </li></ul><ul><li>Event feedback - before, during and after. </li></ul><ul><li>Brand and advertising trackers - where did they experience the brand and what did they think? </li></ul><ul><li>Diary trackers - when did they experience the brand, event, usage instance? </li></ul><ul><li>Live product concept testing – accuracy in response </li></ul>
  14. 14. Mobile Capabilities <ul><li>Sending and receiving of pictures and videos as questions and answers </li></ul><ul><li>Open text, rating and multiple-choice questions </li></ul><ul><li>Time and date stamps </li></ul><ul><li>Personalization </li></ul>
  15. 15. Mobile Capabilities -cont’d- <ul><li>Anonymity options </li></ul><ul><li>Choice, so that the survey respondent can choose WAP or SMS according to their preference </li></ul><ul><li>Quota options </li></ul><ul><li>Reminders </li></ul><ul><li>Communication with the survey administrator of start, end and response rates in live surveys </li></ul>
  16. 16. Disadvantages <ul><li>Perception of invasion of privacy </li></ul><ul><li>Fear of Data security in a hosted service </li></ul><ul><li>Perception of limited usage </li></ul><ul><li>Cost concerns due to the misuse of certain medium </li></ul><ul><li>Relevance of answers/data </li></ul>
  17. 17. How today’s companies are reacting to it
  18. 18. <ul><li>Nielsen </li></ul><ul><li>The world’s leading marketing </li></ul><ul><li>and media information company (Nielsen Mobile). </li></ul><ul><li>Last year surveyed more than one million mobile </li></ul><ul><ul><li>subscribers worldwide </li></ul></ul><ul><li>Analyzed mobile bill behavior through an opt-in bill </li></ul><ul><li>panel representing 50,000 US wireless lines </li></ul><ul><li>Nielsen Mobile focuses exclusively on tracking the behavior, attitudes and experiences of mobile consumers; </li></ul><ul><li>Nielsen’s technology-driven research provides unique insight into how mobile customers use their devices and what they think about brands, devices and services. </li></ul>Leaders and Early Adopters
  19. 19. Leaders and Early Adopters <ul><li>Vision Critical </li></ul><ul><li>Leveraged the new technology and services to impact the companies business decisions and bottom lines. </li></ul><ul><ul><li>Study in United States, Canada and United Kingdom: when mobile questionnaires are managed properly, respondents will answer in a similar fashion to those who respond using the traditional desktop experience. </li></ul></ul><ul><ul><li>The type of device and how people engage in mobile research </li></ul></ul><ul><ul><li>Mindshare </li></ul></ul><ul><li>Using mobile technology to get unprecedented insights into children’s everyday routine </li></ul>
  20. 20. Leaders and Early Adopters Fly the Flag for Football and Yonder Mobile Media <ul><li>Goal: </li></ul><ul><ul><li>create excitement around the 2009 FIFA confederation cup and the 2010 World cup </li></ul></ul><ul><ul><li>building a database. </li></ul></ul><ul><li>Method: Combining traditional with Mobile </li></ul><ul><ul><li>Contest : Tickets for a confederation game </li></ul></ul><ul><ul><li>Text FLAG OR </li></ul></ul><ul><ul><li>Customers information gathered </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>72% response rate </li></ul></ul><ul><ul><li>impressive database for both parties </li></ul></ul><ul><ul><li>Follow up campaign done with database, through SMS </li></ul></ul>
  21. 21. Leaders and Early Adopters New ways in the Pharmaceutical industry <ul><li>Integrating mobile research to the sales force </li></ul>
  22. 22. Leaders and Early Adopters New ways in the Pharmaceutical industry <ul><li>Neosaldina </li></ul><ul><li>Goal: </li></ul><ul><ul><li>Increase brand awareness </li></ul></ul><ul><ul><li>Reflect on self esteem & express themselves </li></ul></ul><ul><li>Method: Combining traditional with Mobile </li></ul><ul><ul><li>Text answer: Is Rio Happy? </li></ul></ul><ul><ul><li>Real time results on panel </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>150,000 response giving Neosaldina potential for greater brand awareness </li></ul></ul>
  23. 23. Conclusion
  24. 24. Conclusion <ul><li>Gather real time research for more comprehensive understanding of consumer behavior, trends and demand </li></ul><ul><li>To find out which products, services and offerings were worth pursuing via mobile research if launching a product or service in a new market </li></ul><ul><li>Considering: </li></ul><ul><ul><li>Global penetration </li></ul></ul><ul><ul><li>Increase capability of the devise </li></ul></ul><ul><ul><li>Continued positive experiences of consumers </li></ul></ul>
  25. 25. Thank you for your time! <ul><li>Any questions? </li></ul>