The New Frontier: Enhancing data collection with location-based mobile surveys. Presentation by: Steve von Bevern, Research Now Mobile

1. The New Frontier:
Enhancing Data Collection with
Location-Based Mobile Surveys
Steve von Bevern
Vice President Operations & Client Service
Research Now Mobile
Around the Watercooler
July 2012 Webinar

2. Agenda
 Background
 Smartphone market
 About Research Now Mobile
 How Location-Based Surveys Work
 Applications for Location-Based Surveys
 Enhancing your Survey Results
 Why
 Types of Location-Based Surveys
 What works?
 Mapping User Movement, Tracking Location by Time
 Geo Databases
 User Notifications
 Data validation
 Challenges
 Privacy, location capture & transmission frequency, battery life, etc.
2 © 2012 Research Now

3. Background
Huge smartphone penetration combined with the
explosive growth of mobile Internet and GPS-enabled
devices offers exciting opportunities for innovative
geo location-based services
Technology and innovation are evolving around the
Local – Mobile – Social marketing triangle
3 © 2012 Research Now

4. Native App & Web App Solutions
Research Now Mobile offers
Platform, Service and Panel
Reach as an Enterprise Grade
Market Research Solution
provider for Top Research Mobile Design Panel Network
Organizations and Fortune 5+ million panelists
in 38 countries
1000 companies
4 © 2012 Research Now

5. Check out our native app for yourself
Many ways to download
 Download by searching for “iPinion” in
the app stores for iOS, Android and Blackberry devices
 Text “Surveys App” to 41411
 Scan our QR code/Microsoft Tag from a smartphone
Explore our demo surveys:
1. Download the app
2. Login using the following credentials
User ID: demo
Password: demo
5 © 2012 Research Now

6. How Location-Based Surveys Work
 Native app based
 Opt-in respondents
 Uses device’s location capabilities
 GPS
 A-GPS
 Cross reference with location targets to trigger surveys
 Fencing vs. Targeting
6 © 2012 Research Now

7. Enhance Results
Use location-based surveys anytime, anywhere
 Events/special venue surveys
 In-the-moment surveys
 Secret shopper studies
 Home use tests
 Ethnography
7 © 2012 Research Now

8. Types of Location-Based Surveys
 Follow-up surveys to a specific experience
Geo Targeting
 Tying the survey to a location visited at a
specific time in the past
 In-the-moment surveys
Geo Fencing
 Tying the survey to the location
Customized behavioral targeting – offering a survey based on
respondent movement/location change
Location Based Targeting Multiple Geo-Fences
8 © 2012 Research Now

9. Applications
 A survey offered based on entry to store or a
venue
 A survey offered upon being in a specific
location/within a particular radius of a
location
 Track consumer’s path through their day and
merging with survey data (combining
behavioral and attitudinal data)
 Follow up survey opportunities based of point
of interests or purchases
9 © 2012 Research Now

10. What Works?
 Ability to locate and track the movement of the user
 Correlate with venues or stores near the user
 Trigger geo-fenced and geo-targeted surveys
 Push real-time surveys as well as after-the-experience surveys
 Combine location, time data with survey data
10 © 2012 Research Now

11. Mapping User Movements
11 © 2012 Research Now

12. Tracking Location by Time
12 © 2012 Research Now

13. Geo Databases
 Uploading existing location databases
 Specifying ad hoc locations
 Resolving addresses
 Using third party store/venue databases
13 © 2012 Research Now

14. User Notifications
 Email
 Push
 SMS
 Badges
14 © 2012 Research Now

15. Challenges
 All devices are NOT the same
 All users and device settings are NOT the same
 Battery utilization
 Monthly bandwidth consumption limits
 Locations with poor carrier coverage or connectivity
 Push notification reliability
 In store surveys and physical building characteristics
 Small stores/venues
15 © 2012 Research Now

16. Validations
 Validate location to qualify/disqualify respondents
 Help eliminate fraudulent respondents
 Prevent respondents from receiving surveys not in/not visiting the
desired location
 Validate store surveys, in-home surveys, out-door surveys by location
16 © 2012 Research Now

17. Privacy Concerns
 Areas to communicate include:
 Which data is collected
 Who is collecting location data, how it will be used,
with who it may be shared ,how long it will be stored, etc.
 Research participants will not be contacted with
advertisements or offers based on their physical location or
participation
 Potential data charges
In compliance with:
17 © 2012 Research Now

18. Other Considerations
Maintaining Battery Life
 When not needed, location capture and transmission can be reduced
 When required location capture can be increased
 Match location capture and frequency to research design and store/venue
18 © 2012 Research Now

19. Other Considerations
GPS & App Availability
 If A-GPS not available, the device may provide poor
location accuracy
 Users may turn off GPS (advertently or inadvertently)
 User needs to be logged in to the mobile app
Location Capture & Transmission Frequency
 Frequent capture and submission decreases battery life
 Less frequent capture and submission may miss
desired user movements
 Geo fencing typically needs more frequent capture
and submission (e.g., 5 mins) than geo targeting
(e.g., 15 mins)
19 © 2012 Research Now

20. Conclusion
Is the technology ready for research?
Do the current capabilities qualify location based surveys as a viable
research methodology?
Where can it be used?
Where can’t this be used?
20 © 2012 Research Now

21. Thank You
Any questions?
svonbevern@researchnow.com