The Power of Context in Mobile Diaries - Confirmit

March 4-7, 2014 Ramada Hotel, Singapore
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Copyright © 2014 Confirmit. All Rights Reserved
The Power of
Context in Mobile
Diaries
Miguel Ramos, Mobile Practice Lead
Is contextual information the next step
in engaging mobile diary respondents?

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• The Power of Context
• Context and App-based Studies
• Analysis and Reporting
• Recommendations

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Power of Context

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Cell phones fill St. Peter’s Square to capture history

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Attitude and state
of mind
Direction or Goal
Location TimeIdentity and
Preferences

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Context and App Based
Studies

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App
Survey
Offline App Online WebOnline Web

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Mobile Rendering
Desktop Rendering
 Recruitment Study
 Online Mobile Rendered
Survey (recommended)
 5-10 minutes
 15-30 questions

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 Delivers an interactive experience
on targeted devices
 Push notification & App-by-App
 Multisensor support: GPS, image,
audio, video, QR-codes
 Works Offline
 App needs to be installed

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Alarms or
Reminders
Push
messages
Incentives

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Extrinsic Rewards
• Show appreciation by offering a
financial reward for participating in the
study
Intrinsic Rewards
• Thanking often and sharing learnings from the study.
• Acknowledge that you are asking a lot of them
• Explain how their participation will help you gain new
insights
Range of incentives
• Cash incentive from 0 / 5$ / 30$ / 250$
• Store voucher

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Examples

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Alarm prompted
Objective
• To measure audience engagement regardless
of their location. To understand of ‘out-of-home’
media exposure
Prompts
• Alarm prompted
• Day divided into time periods, random alarm
for each time period
• 5 alarms per day for 4.5 weeks
Sample
• 420 adults
• 61,000 records with 54,000 photos
• Average 4.6 records a day per respondent
Incentive:
keep the
Mobile phone

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Alarms + self initiated
Objective
• 24h diary to capture multi screen usage
• Asked about primary and secondary
screen used
Prompts
• Pre Survey + App Diary+ Post Survey
• Alarms 2 hours after a response
• Self complete every hour with an alarm
every 2 hours
Sample
• 24,000 surveys, 900 photos
Average 8.11 surveys per respondent
$10
Amazon Card

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Messaging + Alarms
Objective
• Capture every exposure and craving
• Feeling of involvement
Prompts
• Alarms:
• First 60 days: 4 periods per day with
random alarms/period
• After 60 days: 1 morning random alarm
and then alarm every 2 hours (if survey
not completed)
• Messaging with two-way communication
• Personal results displayed to respondents
Sample
• 500 participants (engaged 3-12 months)
Incentive:
keep the
mobile &
counselling
support

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Self Initiated
Objective
• Measure usage of products at home,
qualitative in nature with photos.
Prompts
• One survey per person
• Start app when ready to bake and do
survey while baking
Sample
• 10,422 invited
• 47% responded to screener
• 33% qualified and opted in (1678)
64% of quota reached in 5 hours
Total sample achieved in 3 days
Panel Points

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Objective
• Track activities over the weekend
• Feelings at different moments
Prompts
• Self initiated
Sample
• 754 panel members (response rate
38%)
• 783 responses of 1,297 were about
wedding moments
• 218 photos and 505 GPS Locations
Pre+App+Post Survey
£0
Incentive

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Objective
• Capture average weekend in Britain
• Find out location; What are people
doing? Who are they?, How do they
feel?
Prompts
• Self initiated over 1 weekend
Sample
• 37 respondents
• 8.03 average entries per participant
• 2.7 average entries per day
• 55% included photos
• 38% included GPS coordinates
£5
Incentive +
entry to win
iPad

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Analysis and Reporting

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Summary of Results

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Duration
• Average: 7 days
• 1 day minimum
• 12 months maximum
Repeated Tasks
• 71% repetitive tasks repeated during the diary
• 29%tasks only completed once
Completions
• 19.4 average per respondent

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Photo Capture
• 79% diaries with photo capture
• 16.2 photo captures per person across
diary projects
GPS Capture
• 25% of diaries with GPS
• 6.3 captures as average number of GPS
captures per person
)

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Recommendations

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• Short and fun
• Repetitive simple tasks
• Engagement
 Alarm or push
 Display results or participation
Post
Survey
Pre
Survey
• Be clear and over communicate
expectations
• Ask to elaborate or answer
additional questions
• Appreciate and share

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Analysis and Reporting
• Classifying the data into themes is
key to making sense of it
• Make use of online dashboards to link
qualitative insights with quantitative insights
• Easier to identify the data story if you have
implemented categorisation criteria

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Miguel Ramos, Mobile Practice Lead
Miguel.Ramos@confirmit.com
Thank You

The Power of Context in Mobile Diaries - Confirmit

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