Raj Manocha, Vice President of AskingCanadians, delivered the following presentation at the Mobile Research Roadshow, held in Toronto on June 21 and presented by Confirmit in partnership with Delvinia and AskingCanadians.

1. Digital Branch Testing

2. Mobile Experience Testing
Objective
 Capture voice of the customer in digitally
enhanced branches
Methodology
 Mobile diary (smartphone)
Advantages
 Understand the customer experience
within one of the new RBC Retail By
Design branches.

3. Process

4. Sample
 Age:18+
 Willing to share GPS and consent to participate
 Own smartphone
 Recruited solely from the AskingCanadians panel
 Mix of current RBC customers and non-customers

5. Methodology
Complete
Pre Test Visit RBC
Mobile Diary
N = 234 N = 38

6. Respondent Assignment
 Visit the RBC branch
 Investigate credit card products offered by RBC
 Use all the possible resources available in your investigation

7. Flexibility of Mobile
GPS Rating Scale
Progress Bar

8. Question Design
“User Experience” = Less is More
Q4 - Overall, how would you describe your
experience of being at this branch of RBC? What
Old Wording stands out in your memory?
Q5 - What, if anything, could the branch do to
improve your experience there?
VS.
Q4 - Overall, how would you describe your
New Wording experience of being at this branch of RBC? What
stands out in your memory as impressing you, or as
needing improvement?

9. Invite Design – Imagery
Old Invite New Invite

10. Results

13. Describe the Branch in 5 Words

14. What Respondents Viewed in RBC
Resources Consulted to find out about RBC Royal Bank Credit Cards
84%
66%
21%
18%
Picked Up Literature Spoke to Staff Used the Touch Screen Used the Table Top

15. Added Insight – Voice of the Customer
“Impressive design. Truly friendly “Someone came and ask me if I needed any
staff who offered assistance.” assistance and she walked me through the
various credit card options.”
“It is a new branch so very clean and fresh. Very friendly staff willing to show the
I liked the information that was available so
less staff help was needed. I did not like it
new building The touchscreen in the
that it seemed a long wait if customer middle of the bank was very helpful
service was needed.” and the person that helped me was
very helpful with everything.
“A welcoming atmosphere, plenty
of literature to read. NO pressure “I was greeted as I entered and got my
information quickly. I felt welcome. I was
from staff to leave quickly so you impressed by the layout. Parking is a
can take your time.” nightmare.”

16. Summary
 Mobile proved to be an engaging experience
 Immediacy and Authenticity of response
 Use of the AskingCanadians panel ensured
robust enough sample size in short field
window

17. Mobile Engagement Testing

18. HBC and Mobile
• HBC brand is evolving
• HBC wants to have more
mobile offerings
• AskingCanadians
partnership provides ideal
environment to gain
research insight before
program launch

19. Process

20. Sample Frame
 Sample came from the AskingCanadians panel
 Agree to participate in this active, mobile diary exercise followed by
a short post-survey
 Age:18+
 Own a smartphone
 Will be shopping at The Bay in the next week
 All respondents will be part of the pre-existing HBC segmentation
groups

21. Methodology
Complete
Visit The
Pre Test Mobile Post Test
Bay
Survey
N = 334 N = 72 N = 64

22. Survey
Invite
New Wording
 Privacy
 Trust
 Reciprocity

23. Mobile Survey
Experience

24. Results

25. Mobile Consent
Mobile =
3 in 4
are willing to share their GPS location on their mobile
7 in 10
are willing to download a free application
to their phone to complete a mobile survey

26. Responsive Segments -
Observations
 Males make it happen
 Millennials – where did you go?
 Quebec Conquest

27. Segmentation and Mobile
Response
Share of Total Survey Completes
9%
8%
6%
Pre-Test Completes
4%
Mobile Completes
Frequent Shoppers Non-Frequent Shoppers

28. Research
Integrity
Did You Make A Purchase Today?
No Purchase 47%
Apparel 32%
Home 11%
Other 6%
Beauty 4%

29. Take A Picture of Your Favourite
Display

30. Verbatims – Why Did You Take This
Picture?
“Colorful, patriotic and well organized” “Exciting new product line”
“Eye catching arrangement of mannequins”
“Looked so cute and spring like”
“I love handbags especially leather type. Fossil
“New display stand. Bright highlighted is one of my favorite and they seem to have
organized. Not just cluttered on a table. some new styles on display”
The swimwear mannequins upstairs “It's colorful and has very classic Bay
were a close second; nice combo with colours! Nostalgic!”
the bright towels and rainbow hat.”
“Bright colors. Uniformity” “The Mannequins in the centre of the isle with
CANADA Olympic Wear jumped right out at me”

31. Mobile Couponing
Acceptance
9 in 10
would use The Bay coupons if they were
delivered to their mobile phones

32. Future Mobile
Experiences

33. Mobile Research Experience
Mobile =
8 in 10
people enjoyed completing
this mobile survey

34. Verbatims – Mobile
Experience
“The added interaction allowed me to pay closer
attention to details when shopping, beyond my “I was expecting something longer, with more
questions. Surprised by how short it was.”
original target item. it also forced me to notice
something I'd otherwise overlook”
“This survey is very close to blogging or
“Very good experience. Would've like a chance to
change the photo taken once I discovered I like sending a tweet regarding one's shopping
another photo better then the one I just submitted.” experience - but one level better as a
picture feed is involved!”
“Very enjoyable, good experience, would be very
open to be completing more of this type of “I liked this mobile experience. It was
survey.” brief, which is good. It allowed me to be at
the actual location and base my opinion on
“Very enjoyable. Using the app to perform part of the what I actually saw at that moment.”
survey changed the experience and made it different”

35. Lessons Learned
 Company Phones
 Software Download
 Need Engaged and Trusting
Participants

36. Why Mobile Research?
 Immediacy and Authenticity
of Response
 Research experience offers
way to engage respondents
 Trusting audience
overcomes technology
adoption challenge

37. For more information contact:
rmanocha@askingcanadians.com
THANK YOU! Raj Manocha
Vice President, AskingCanadians
www.corporate.askingcanadians.com
@askingcanadians