The sound of BIG DATA - On Device Research

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Presented by Alistair Hill, CEO, On Device Research
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

Published in: Business, Technology
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The sound of BIG DATA - On Device Research

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. THE SOUND OF BIG DATA Combining Big Data with mobile diaries to create contextual customer profiles
  5. 5. On Device Research uses the mobile internet to gain access to consumer opinion at any time or location. • • • • Mobile-only audiences Emerging / growth markets In-the moment research Advertising effectiveness
  6. 6. Mobile research panels 10 million mobile surveys in 57 countries. Focus on emerging markets and mobile-only audiences.
  7. 7. A platform to discover new, original music and audio, to build an audience, and to share online and on mobile. * 200 million users per month * 12 hours of audio uploaded every minute
  8. 8. The Challenge With Big Data Velocity real time near real time • Marketing is 4Ps Product, Promotion, Place and Price • Big Data is 3Vs Velocity, Volume and Variety periodic batch MB table data base unstructured Variety GB TB PB Volume
  9. 9. The Challenge • Context of current user’s interaction • Missing market insights • Resource intensive to access and analyze
  10. 10. Principal Aims Time Understand the time spent on listening to audio Motivation Explore dimensions of motivations Impact Impact in consumers’ everyday lives
  11. 11. Methodology On Device Research PRE-RECRUITMENT & SCREENING MOBILE DIARY POST-SURVEY FOLLOW UP DATA CONSOLIDATION SoundCloud
  12. 12. How a mobile diary looks Mon Intro survey Tues Wed 7am Thu Fri 7am Sat Sun 7am 9am 11am Time of day of encounters 12am 12am 4pm 5pm 5pm 6pm Exit survey
  13. 13. Methodology On Device Research PRE-RECRUITMENT & SCREENING MOBILE DIARY POST-SURVEY FOLLOW UP DATA CONSOLIDATION SoundCloud
  14. 14. Link Server Data + Research Data to Create Enriched Data User IDs to link data Big Data Research Data Every participant agreed up front Data Consolidation
  15. 15. THIS IS CYRA
  16. 16. User Profile
  17. 17. Data on Cyra Diary Creator 25,923 Follower Played User Downloaded 49 Sounds 6 Sets Reposted 931 Likes Liked 8,698 Comments Commented 1,631 Following Add to sets … … Creator Pro Account Country High Engagement Mobile or Web Segment 6 Genre Big Data Demographics Online habits Competitive use Social sharing Feature … Diary Content Genre Device Location With Big Data Research Data
  18. 18. Creator / Listener Like Cyra 1 in 4 of SoundCloud’s most active and engaged listeners are also creators, like Cyra Love to share online via multiple social media When not listening they are active social people, preferring sports and socializing in their offline lives Most listening happened via mobile on their own Listener
  19. 19. Joe listens to Cyra Male, 28 Spends $24/m on music Lives in US urban area Aware of 10 services Uses 5 in parallel: Youtube iTunes, Pandora, Spotify SoundCloud “I know what I want to listen to: artists I like.” “I have an emotional connection to the music I listen to.” “This helps me relax, fill time or concentrate on work.” “I choose consciously what I want to listen to next – it’s part of my daily life to discover new content and listen to music that I like.” “I use SoundCloud to listen to music and audio. I also actively share content.” Joe SC User US Listener Consumer
  20. 20. A Day in the Life of a Listener Peak listening time of the day and transactional listening though social sharing Lunch Commute Most 3-5h listening sessions start around 10am Back home Good morning Commute Good night Live audio on their own in the car 4AM-6AM 7AM-9AM 10AM-12AM At home via home entertainment with friends & family throughout the evening 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM
  21. 21. Mobile Survey Chunking We are the pioneers of survey “chunking” on mobile – splitting traditional 30 minute surveys into several phases to help you meet your project requirements. SMS INVITE #1 SMS INVITE #2 1st CHUNK 2nd CHUNK DAY 1 Get the free report from ondeviceresearch.com/blog DAY 2
  22. 22. Completion Rates of Long and Chunked Survey are Comparable 92% 80% 15-QUESTION SURVEY Source: On Device Research, August 2013 N=2324, UK 30-QUESTION SURVEY 79% 2-CHUNK 30-QUESTION SURVEY
  23. 23. % of Respondents Who Fell for Trap Question 9% 4% 30-QUESTION SURVEY Source: On Device Research, August 2013 N=2324, UK 4% 15-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY
  24. 24. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  25. 25. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  26. 26. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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