Febelmar Mobile research event 26/05/2015 Why doing research the Old Way doesn’t cut it in 2015 (and beyond) Caspar Overgaauw, Research Now

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Why Doing Research the Old Way
Doesn’t Cut It in 2015 (and Beyond)
Brussels, May 26th 2015
Caspar Overgaauw
Client Development Director Benelux

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Mobile survey top-3 quant data collection method
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Source: 15th edition of the GreenBook Research Industry Trends Report
What types of research you’ve been involved in conducting or purchasing the last year?
Q1:2013 to Q2:2014; Base: 817 Q1-Q2 2014; 2229 Q3-Q4 2013; 0 to 1372 Q1-Q2 2013

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Mobile common sense among new techniques
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Source: 15th edition of the GreenBook Research Industry Trends Report
What use of these techniques and approaches do you see ahead in your future?
Q1-Q2 2014; Base: 435 to 494

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Problem
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Are my
restrooms
clean?

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Solution?
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Shifting Landscape of Research
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Shifting Landscape of Research
Why mobile matters
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Mobile Traffic
Improving participant experience, client experience, and data
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Mobile Research Score
Rating SystemTM
Weighted scoring of ten criteria:
1. Scale Lengths
2. LOI
3. Number of Open Ends
4. Question Text
5. Number of Answer Choices
6. Use of Flash
7. Use and Rendering of Grids
8. Use of Rich Media
9. Audio or Video Streaming
10. Responsive Design

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Transitioning from Old to New
Challenges and opportunities
Put participants first
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Make surveys shorter and friendlier
Be creative and engaging
Get closer to the point of experience
Collect better data

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Something Old – Product Usage
Approaches:
 Online survey recalling past usage of product(s)
 In-person interview about usage and usage
occasion (often controlled and/or out of
environment)
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Approaches

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Something New – Product Usage
Approach:
- Profile survey
- Toilet inventory with photo
- Product placement
- Mobile diary with video
Objective:
- Understand toilet paper usage truly in the moment
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Objective
Approach

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Something New – Product Usage
Outcome:
- LOTS of videos
- Deep comparative understanding of
usage and flushability
- Segmentation of user types
- Marketing decisions based on real
needs in intimate product space
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Outcome

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Something Old – In-store Research
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Approaches:
 Researcher-administered intercept interviews in
store in aisle or at the exit
 Ethnographer-guided shop-a-longs
Approaches

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Something New – Multiple Touch Points
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Approach:
- Screen/profile
- Planning survey
- In-store directed shop
- At home usage test
Objective:
- Understand pre-store planning, shopping
behaviors, and consumption experiences
Objective
Approach

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Something New – Multiple Touch Points
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Outcome:
- Balanced sample at the point of
purchase
- More robust shopper
understanding
- Correlation between product use
and future purchasing
- Insights into consideration and
conversion
Outcome

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Something Old - Mobile Device Usage
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Approaches:
 Collect stated behavior on device usage – either
historical or in diary format
 Utilize aggregated and/or syndicated data
Approaches

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Something New – Mobile Device Usage
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Approach:
- Integrate multiple data streams/sources:
- Profile participants
- Passively-collected behavioral data
- Qualitative deep dives
- Topical surveys
Objective:
- Understand how people use their mobile devices
in the US and UK, track trends, and answer custom
questions
Objective
Approach

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Something New – Mobile Device Usage
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Outcome:
- Comparison of stated and actual
behaviors
- Rich understanding of what impacts
usage
- Custom segmentation of smartphone
users and understanding of engagement
- Track changes in usage over time and
around key events
- Insights geared toward specific industries
and clients
Outcome

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Something Old – Ad Effectiveness
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Approach:
 Treat all media similarly in approach
 Ask OTS questions in addition to necessary survey
questions
Approaches

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Something New – Ad Effectiveness
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Objective:
- Understand effectiveness of online campaign
geared towards gamers
Approach:
Objective
Approach
CAMPAIGN
EVALUATION

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Something New – Ad Effectiveness
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Outcome:
- Effectiveness measured from simultaneously
fielded test and control
- Significant breakthrough for the brand amongst
most active gamers
- Positive impact on brand perception for female
gamers
Outcome

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Moving Forward into the Future Present
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Break with tradition
Be more creative
Integrate methodologies and data sources
Utilize new technologies
Think with mobile in mind
Integrate methodologies and data sources
Think with mobile in mind

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Thank You Slide
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Caspar Overgaauw, Client Development Director Benelux
Thank You for Attending
covergaauw@researchnow.com