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Mobile Research Conference

because we are curious...
Mobile interaction
• Interaction is part of our lives!
• Relationships only exist on the premises of
  interaction
• And just as in real life:
  •   It must be easy to participate
  •   It must not take too much effort
  •   Taking part in interaction should add value
  •   Interaction should be based on reciprocity
Mobile interaction


We are Valuewait,
       The Mobile Interaction Company
Valuewait

Valuewait facilitates mobile interaction for
• Mobile research
• Mobile marketing & sales
• Mobile solutions
Valuewait

• In the browser (“App in the cloud”) and with
  native Apps

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      *+&",)                          7%/8)&'0%+1)
                                         $",%+)




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      0'(/#'1)




    2#+(&3+#"(/)                       :1";%*1"<)
                                      =.%0>)+(,)
                                         '3"()
Valuewait Panel

• Panel of mobile respondents
• Who all have indicated when and how often
  they are available to participate
• And are invited to participate
• Participants are rewarded when they
  participate for spending time
Non panel

• Clients can also invite consumers who are
  not in the Valuewait panel
• Clients customer bases
• Publishers and media companies reach
• Any random consumer (passing by)
Mobile interaction:
Everybody at your fingertips
Case
LRKC
• Independent knowledge centre
• Focus on The Netherlands
• Structural research in the different aspects of
  Life Rhythm, with goal to achieve an optimal
  balance in Life Rhythm
• New (technological) developments change
  people’s Life Rhythm and are the topics of
  research
Goal of research


• Diagnose how the usage of (mobile) ICT is
  impacting the way Dutch people experience
  “being on the move”, how this impacts their
  life rhythm and their overall happiness.
Research setup


• Research split up in two phases
• First phase: mobile research - N = 1.200
• Second phase: online dialogue - N = 600
Research setup
Mobile research:
• Approximately 60 questions divided into two
  sessions
• Two groups: man & woman
• All kinds of questions, including nested
• Picture response based on gender
Research setup
• Photograph assignment
• Respondents were invited with a Text
  message
• At their designated moment
• During their daily commute
• No Geolocation used
Examples
Examples
Photo assignment

• Take a photograph of the bag you are
  carrying with you
• E-mail this photo to Valuewait
• More than 450 photo’s received
• Photo’s provided nice insight in what people
  carry with them
Photo assignment
Results

•   Insights in influence of modes of transportation on
    stress, Life Rhythm and happiness

•   Insights in impact of activities while on the move on
    stress, Life Rhythm and happiness

•   Insights in dimensions in travel time perception

•   Typology of Dutch travellers based on how they
    prepare for travel and what they carry with them
Learnings
•   Mobile research is powerful for engaging with
    people and capturing relevant data in a contextual
    manner

•   Conversion to participation was excellent

•   Mobile research decreased the data collection time

•   Combining mobile research with an online dialogue
    provided for capabilities to clarify findings by
    extending the dialogue
Valuewait, The Mobile Interaction Company
Databankweg 18
3821 AL  AMERSFOORT
The Netherlands
www.valuewait.com

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'How mobile research can use consumers' 'lost’ moments' - Valuewait B.V. (Mobile Research Conference 2011)

  • 2. Mobile interaction • Interaction is part of our lives! • Relationships only exist on the premises of interaction • And just as in real life: • It must be easy to participate • It must not take too much effort • Taking part in interaction should add value • Interaction should be based on reciprocity
  • 3. Mobile interaction We are Valuewait, The Mobile Interaction Company
  • 4. Valuewait Valuewait facilitates mobile interaction for • Mobile research • Mobile marketing & sales • Mobile solutions
  • 5. Valuewait • In the browser (“App in the cloud”) and with native Apps !"#$%&&%'() 4(/"5#+6'() *+&",) 7%/8)&'0%+1) $",%+) -.&/'$"#)%() 90+1"+*1") 0'(/#'1) 2#+(&3+#"(/) :1";%*1"<) =.%0>)+(,) '3"()
  • 6. Valuewait Panel • Panel of mobile respondents • Who all have indicated when and how often they are available to participate • And are invited to participate • Participants are rewarded when they participate for spending time
  • 7. Non panel • Clients can also invite consumers who are not in the Valuewait panel • Clients customer bases • Publishers and media companies reach • Any random consumer (passing by)
  • 10. LRKC • Independent knowledge centre • Focus on The Netherlands • Structural research in the different aspects of Life Rhythm, with goal to achieve an optimal balance in Life Rhythm • New (technological) developments change people’s Life Rhythm and are the topics of research
  • 11. Goal of research • Diagnose how the usage of (mobile) ICT is impacting the way Dutch people experience “being on the move”, how this impacts their life rhythm and their overall happiness.
  • 12. Research setup • Research split up in two phases • First phase: mobile research - N = 1.200 • Second phase: online dialogue - N = 600
  • 13. Research setup Mobile research: • Approximately 60 questions divided into two sessions • Two groups: man & woman • All kinds of questions, including nested • Picture response based on gender
  • 14. Research setup • Photograph assignment • Respondents were invited with a Text message • At their designated moment • During their daily commute • No Geolocation used
  • 17. Photo assignment • Take a photograph of the bag you are carrying with you • E-mail this photo to Valuewait • More than 450 photo’s received • Photo’s provided nice insight in what people carry with them
  • 19. Results • Insights in influence of modes of transportation on stress, Life Rhythm and happiness • Insights in impact of activities while on the move on stress, Life Rhythm and happiness • Insights in dimensions in travel time perception • Typology of Dutch travellers based on how they prepare for travel and what they carry with them
  • 20. Learnings • Mobile research is powerful for engaging with people and capturing relevant data in a contextual manner • Conversion to participation was excellent • Mobile research decreased the data collection time • Combining mobile research with an online dialogue provided for capabilities to clarify findings by extending the dialogue
  • 21. Valuewait, The Mobile Interaction Company Databankweg 18 3821 AL  AMERSFOORT The Netherlands www.valuewait.com