Ray Poynter Mobile Market Research 101

Mobile Market Research 101
Ray Poynter, UK, March 2015
Mobile Market Research
101
Ray Poynter
The Future Place
26 March 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
Schlesinger Associates

Agenda
• Context – why the interest in Mobile
• Quant and Qual – how is mobile being used
• Passive data collection
• Location-based research
• The cutting edge of mobile
• Ethics – what are the key issues/challenges
• Q & A

Pre-webinar Survey
Webinar reminder had link to simple survey
Designed to illustrate some of the mode related
issues
You can still try it at http://bitly.com/1FTVl85

Latest results for http://bitly.com/1FTVl85
Completes: 21, Partials: 11, Total: 32
203
7
2
Device Used
Smartphone
Tablet
PC
Other
30
6
1
14
1
Online
CATI
F2F
Mobile apps
None
Surveys in last year

Question N
Device type, single pick, forced 32
Types of survey, multi (same page PC) 31
Favourite sports team, short open, forced 25
Why favourite, long open (same page PC) 22
% online in 2020, slider 19
4 number, constant sum (same page PC) 20
Final comments, long open (same page PC) 18

So, what were your thoughts about how your device impacted on your survey
experience? Note, I used this platform, as opposed to a leading MR platform, to
avoid endorsing any specific product.
• Typed less in openends. Wouldnt have taken if it werent on a smartphone as
that is where i access twitter.
• Easy to press buttons, hard to type much. Have kept answers shorter
• Easier to commit to answering the survey ... But had to scroll down a bit to hit 'next'
which was slightly annoying
• Slider scale % a bit small to read and giddy to slide from the back of a wobbly cab.
Opening in browser within LinkedIn iPhone app meant that next button was stuck off
bottom of screen so had to reopen link in Safari. Otherwise, like it.
• It didn't really impact it at all
• Overall good
• terrible survey, won't be attending webinar because of it (PC)
• Will type less on my tablet's touchpad (Tablet)

What do we mean by mobile?
Mobile
Device
Phone
Smart
Feature
(Dumb?)
Tablet Phablet

Forms of mobile market research
• Mobile surveys
• Mobile qual
• In the moment
• Participative research
• Passive data
• mCATI
• mCAPI

Why is mobile so important?
Ubiquity of phones
– Increasingly of smartphones
– Over 60% of UK/USA adults have a smartphone
Always with us
The drift from PC to tablet
‘In the moment’ research
Participative research
Behaviour instead of recall/opinion
Multimedia – qual and quant
And, because
many research
participants insist
on using them!

Mobile is already here
About 30% of online surveys attempted
by people using mobile devices
– Less than 25% of studies are mobile
friendly
30-50% of all CATI interviews are via
mobile
– Pew target 65% to be mobile, up
from 25% in 2008
Tablets and mobiles becoming the
devices of choice for CAPI
Pre-webinar Survey
What % of survey will
be taken via mobile in
2020?
70%
65% completed the
survey on mobile.

You don’t get to choose about mobile
People who are taking our
surveys are using mobile
– Even if the survey is rubbish on
mobile
– Even if we ask them not to
– And in some cases, even when
we try to detect them
Is it our job to fight research
participants, or help them?
(n.b. rhetorical question)

Apps?
An app is software downloaded onto a mobile
device
– Games, maps, books, calculators
– And research apps
Research apps include
– Surveys
– Qual (including mobile diaries & ethnography)
– Passive (more on this in a moment)

Apps, Pluses and Minuses
Positives
• Does not necessarily need the
internet to be available
• Can access more of the
phones features:
– Locations
– Sensors
– Camera/Video
• Push notification
Negatives
• Must be downloaded
– Technical issues
– Respondent reluctance
• Must be written for each
platform

Mobile Web versus Apps
Mobile
Browser
Easier, but more limited
Most surveys are via browser
Apps
More powerful, but harder
Most geo, in-the-moment,
and push is via app

Mobile surveys scorecard
 Slightly slower to create
 Slightly more expensive
 Pressure to use shorter surveys
 Less RoR on what works
 Sample frame often different
 Same questions can give different
results
 Responses come in faster
 Some people who would not do
PC surveys do mobile ones
 Most questions seem to give the
same answers
 Information can be more accurate
 Data can include more
information (location, video etc.)
Most mobile surveys are completed at home or in the office
At the moment

Online Surveys – mobile advice
Long surveys are a bad idea
If you have something that does not
work on mobile your options are
A. Stop mobile respondents
(generally a bad thing)
B. Have bad data (generally a bad
thing)
C. Choose a design that does
work on mobile (best when
possible)
Test all surveys on your smartphone,
in addition to formal processes
Use shorter questions, answers, cut
back the clutter, & make it intuitive
Flag your data by device and check for
mode effects (different answers) and
sample effects (different people)
Responsive designs are best, including
slider to numbers and reduction in
ornamentation

How many cereals?
How many boxes of cereal do
you have at home?
• 0
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8
• 9
• 10 or more
Please take a photograph of the
cereals you have at home.
Example from MMR

Mobile Qual

The difference between Qual & Quant?
 The type of data collected – mobile quant is
collecting images, videos etc
 The software used – often the same software is
used by qual and quant
 The type of sample – often panels, customer list
or research communities used for both
 The type of analysis
 The sample size

The smartphone
Accelerometer
Temperature
Gravity
Gyroscope
Light
Air pressure
Proximity
Humidity
GPS
Call activity
App activity
Internet usage
WiFi
Bluetooth
Cameras
Near Field Comms
GSM/CDMA
Biometrics

What is Passive Data?
Passive data does not require the respondent to
enter the data
Examples:
– Location data collected automatically
– Phone usage data
– Internet usage data
– Movement, temperature, light etc.
– Interactions with other phones and services
Requires permission

ID Time Started Len Device Long Lat Country
13 24/03 19:09 02:08 Windows NT 6.1; WOW64 15.00 46.00 Slovenia
14 24/03 19:10 02:11 iPhone; CPU iPhone OS 7_1_2 -0.35 51.47 United Kingdom
16 24/03 19:21 03:04 iPhone; CPU iPhone OS 8_1_3
19 24/03 19:37 02:35 iPad; CPU OS 7_1_2 -70.70 19.45 Dominican Republic
18 24/03 19:28 03:18 iPhone; CPU iPhone OS 7_0_6 151.22 -33.88 Australia
26 24/03 21:22 05:50 Macintosh; Intel Mac OS X 10_10_2 120.82 15.10 Philippines
27 25/03 00:00 02:47 Linux; Android 5.0; SM-G900FD 43.50 42.00 Georgia
Passive Data from Pre-webinar Survey

Running a half marathon
with RunKeeper
Location, terrain, what I
passed, speed, incline,
calories.
Could also have collected
heart rate, food intake and
more

Geo
Geotracking – interesting but difficult and most
of the results are not useful to marketers yet
Geofencing – a major growth area
– Create a boundary around a site (say a Starbucks)
– When somebody enters or leaves their phone
‘knows’
– Launch marketing, information, or market
research

mCAPI
Tesco Customer Satisfaction
F2F, at 950 stores in UK
100 interviews per 2
weeks, per store
50,000 interviews per
week Case study provided by Marketing Sciences
and Tesco and reported in Handbook of
Mobile Market Research.

mCAPI
 Trade Census
 Multi-country, multi-culture
 Mobile phone + app
 GPS: location & tagging
 Surveys
 Photos Recording of presentation
by Confirmit’s Miguel
Ramos available on NewMR

In the moment
The hottest thing in mobile is ‘in the moment’
Collecting data when things happen
Not relying on people’s memory
Examples:
– When travelling
– When shopping
– When using a service

A day in the life
1578 beverages
400 consumers
1 day
Mobile
Diary
Thanks to Vision Critical for sharing this case.

Diary framework
BEVERAGES
Who?
What?
Why?
When?
Where?
What
else?

Mobile interface

What and when?
0%
20%
40%
Before 7am 7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm
Coffee
Tea
Fruit Juice
Fizzy drink
Energy Drink
Water
Alcoholic drink

Ebola and mobile phones

Aberdeen, Scotland
• WiFi units stationed around the
city centre
• Identify the MAC address of
mobile phones
• Unique, but ‘anonymous’
• Track movements around the
shopping area
• No permission requested

Kingsgate Shopping Mall
Huddersfield, Yorkshire (UK)

More Mobile

3 Learnings from Google Glass?
1. It is hard to do
mainstream research
without good (research-
focused) software
2. Large amounts of video
are too expensive to
process
3. Privacy concerns about
third-parties are hard to
comply with

Ethics
ALL the normal rules apply
– Even if they are not explicitly stated
Plus!
– Safety
– INFORMED consent
– Third party information
– Restrictions
• Airports
• Children
• When driving
• Location (in some countries)

7 Key Trends
1. Smartphones
2. Tablets rivalling PCs
3. More sample sources
4. Device agnostic
5. In the moment and participative research
6. Large amounts of unstructured / ‘qual’ data
7. Privacy and ethical concerns

7 Things to Watch
1. Voice recognition
2. Web messaging
3. More location tools: WiFi, cell tower, GPS, beacon, RFID,
Bluetooth and more
4. Biometrics, facial coding, voice analysis
5. Android panel of 1 Billion
6. Passive media monitoring via smartphone
7. Single source data – including smartphone

Finding out more about mobile
University of Georgia
MRII
Principles of Marketing
Research
http://bit.ly/1HEuZpn
Also
Reports, e.g. Decipher
Guidelines, e.g. ESOMAR
IIeX
MRMW
NewMR recordings

Big Picture
• Mobile is here, it is big, and
companies don’t get to tell
participants what to use.
• If it doesn’t work on mobile, you
probably shouldn’t be doing it.
• Check everything you do on your
mobile phone – if it is too
hard/unpleasant for you, it is too
hard/unpleasant to use.
• Before 2020, a majority of surveys
will be via mobile, embrace it now or
be left behind.
• Research tends to use apps when
they have to, otherwise they use
mobile browser – so app use will
grow.
• It is easier to persuade people to
download apps if you have a
relationship, e.g. panel or
community.
• Most of the exciting location-based
work is marketing not research at the
moment.
• The biggest win is design, not tech.
The biggest problem will be ethics
not tech.

Thank You!

Q & A
Ray Poynter
The Future Place
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
Schlesinger Associates

Ray Poynter Mobile Market Research 101

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