1. MRS Webinar - October 2012
Mobile-Based Research
Options & Best Practice
Hands On Research Is Here
But How Do We Handle It?
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

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3. MRS Webinar - October 2012
Introductions
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

4. Scott Dodgson
Director - Research, Insight, Consulting, SKOPOS market insight
Ever since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated
by technology, and its various applications. Over recent years, he has been absorbed by understanding how
consumers interact within the digital space - the convergence and connectivity between network platforms,
technologies and digital media; and in providing clients with actionable information on the emerging, and
evolving, opportunities and challenges this presents.
Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within
these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in
their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of
clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth
Financial, Coca Cola, Royal Mail, DHL and many more.
Paula Juson
Director - Research, Insight, Consulting, SKOPOS market insight
Paula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video
studies - running alongside the more traditional quantitative methodologies. She views mobile research as
a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback –
helping to provide ‘real’ consumer illumination.
Over the last 15 years she has conducted research across a wide range of sectors and genres, helping
clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This
has included customer experience optimisation (across digital and non digital channels); ideation &
proposition development; as well as various U&A studies - incorporating behavioural segmentation.
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5. MRS Webinar - October 2012
5
Scott Dodgson MMRS
Paula Juson AMRS, AQR
SESSION 1
Mobile Research - An Overview
Options, Opportunities & Obstacles
SKOPOS market insight
www.SKOPOS.info

6. & mobile for over 10 years
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7. MRS Webinar - October 2012
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
What is
Mobile Research?
SKOPOS market insight
www.SKOPOS.info

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9. The channel
rather than
the topic of
Research
Focus on
Active v
Passive
Techniques
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10. MRS Webinar - October 2012
10
Scott Dodgson MMRS
Paula Juson AMRS, AQR
Context:
SKOPOS Research
on Research
Extent of (Active)
Mobile Research
SKOPOS market insight
www.SKOPOS.info

11. High data costs
Technical difficulties
Voice/ SMS usage ruled
Virtually zero mobile content
consumption/ commerce
Lacked audience relevance
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12. Lacked method relevance
SKOPOS reviews over 2000 - 2003:
concluded with:
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13. Be aware: over 80% at home/work when on
‘mobile’ (so not on the move)
80% at home/work
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14. “The issue for me is it’s only suitable for
asking one or two questions, whereas we
tend to want to use longer surveys.”
Dee Knott,
Insight Manager
“I think mobile is the current flavour of the
month – it is hugely powerful for quick,
location based stuff, but as with many new
innovations some are currently seeing it as
the solution to everything which it clearly
isn’t.”
Tim Britton
CEO, YouGov
Source: Meaning Research 2010 Lacks agency and client relevance?

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16. MRS Webinar - October 2012
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
But is it
The Next Big Thing?
SKOPOS market insight
www.SKOPOS.info

17. We think the market is ready...
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18. 76%
Global reach for mobile
subscriptions within
world population
Source: International
Telecommunication Union
• Reaches the
most difficult of
geographies and
situations
Source:
Market Research
Global Alliance
Virtually everyone has a mobile
Audience relevance
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19. The numbers involved are now sizeable!
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Source: HubSpot, 2012

20. “When people leave home, they take 3 things with them, their wallet, keys and mobile phone”
Mobiles
Are wallets
& of course, it’s Anytime, Anyplace, Anywhere
Audience relevance 20

21. With richer content arriving all the time...
Audience relevance
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Source: HubSpot, 2012

22. Smartphones drive mobile engagement...
Audience/topic/research relevance
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23. Media players, addresses, wallets, what next?
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Numbers
are
addresses
Mobiles
Are
wallets
Audience/Topic relevance

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25. 17% have paid/ordered using
mobile
Have bought online 95%
Have ordered something
via social network sites
6%
SKOPOS MTrackTM
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Audience/Topic relevance

27. All especially for the young(er) ones...
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29. MRS Webinar - October 2012
29
Scott Dodgson MMRS
Paula Juson AMRS, AQR
Does Mobile
Research Matter
(if so little is being
done just yet)?
SKOPOS market insight
www.SKOPOS.info

30. Source: GlobalPark
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31. Mobile-Only HH’s More Prevalent...
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32. Source: Neilsen
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33. Surveys getting richer & better...
*Courtesy of Fly Research
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34. MRS Webinar - October 2012
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
And it has a Multitude of
Options & Possibilities
A Multi-Channel Channel
Many methods
within the Method
SKOPOS market insight
www.SKOPOS.info

35. Short surveys
Quick polls
Ad hoc
Tracking
Verbatims/Opens
Access Panels
Bespoke Panels
Omnibuses
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Verbatims/Opens
Txt-depths
Vox-Mobs
Life Diaries

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37. Qual: What are the Options?
Txt-depths
Vox-Mobs
Life Diaries
Ethnography
Pics/Video
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38. MRS Webinar - October 2012
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
The Drivers &
Opportunities
SKOPOS market insight
www.SKOPOS.info

39. Relevance
& fit
Reach
Response
Speed &
Real-Time
Really
handy
Richness
The 5 R’s that Drive Mobile
 Audience (e.g. youth)
 Topic (e.g. mobile)
 Client (e.g. Vodafone)
 95% txts arr in 10 secs
 94% of txts are read
(v 25% email)
 2 x mobiles as PC’s
 No location restrictions
 All ages
 Incl hard to reach ‘youth’
 Always with you
 Un-fixed location
 Familiar
 Photos
 Videos
 Diaries
 Apps
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40. To the audience
To the topic
To the client
Mobile Networks, Mobile Media and Mobile Advertisers
so far more likely to request/use Mobile Research
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41. Local & Global
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42. Mobile is a great platform on which to access niche markets
 Mobile-only internet markets
(mostly emerging)
 The youth market
Source: Lightspeed Research
India 49%
Opera Software
China 12%
CNIC
49
million
578
million
Source:
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49. Source:
Geo-location based responses
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50. • Just like mobile ads, surveys are embedded into related
mobile apps
• A “litmus test” before launching full-scale
(higher budget) research
• A response rate of 6-16%
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51. MRS Webinar - October 2012
51
Scott Dodgson MMRS
Paula Juson AMRS, AQR
The Obstacles,
Challenges &
Limitations
SKOPOS market insight
www.SKOPOS.info

52. Key Obstacles & Limitations
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Unable to reach older, less ‘tech savvy’ respondents
Not as popular as online research (but great for short surveys)
Half a dozen questions is just about the limit in an SMS interview
Respondents may switch off sound, needs to be kept simple
Capabilities of handsets different (technical)
Screen small on many phones so seen as ‘fiddly’
Low awareness of message/data costs (concerns)

53. Q. Will a survey
regarding
health provision
for the over 60’s,
including a
conjoint exercise,
work over the mobile?
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What do I do?

56. Why not take a mobile survey?
Costs key barrier
so far
(but reducing)
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57. Mobile Diary
with Geo-Tracking
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**

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59. It’s different !
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61. MRS Webinar - October 2012
61
Scott Dodgson MMRS
Paula Juson AMRS, AQR
Finally:
Simple Solutions
& Some Success Stories
SKOPOS market insight
www.SKOPOS.info

62. Best Practice Guide
1. Ensure mobile method fits with audience/topic/client
2. Keep Surveys Short & Simple... 5 questions?
3. Engaging (Reassuring) Invites (+ opt-in)
4. Meaningful Incentives/Rewards
5. Keep Respondents Engaged (flow and above)
6. Plan and work around country variations
7. Consider and work with best (technical/panel) partners
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64. MRS Webinar - October 2012
More Next Week...
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

65. MRS Webinar - October 2012
Next Session (2)
More Detail on Mobile Research -
maximising the effectiveness of
the “in the emotion” medium
- Getting it right
- Case Studies
- Where next?
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

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