The document discusses using multiple research methods to understand different aspects of the 2011 British royal wedding. It summarizes using an opinion poll to measure the prevailing public mood, social media listening to track online discussions, and mobile ethnography to capture people's experiences as the event unfolded. Specifically, it notes an opinion poll found continued public support for the monarchy. Social listening showed a sharp rise in "royal wedding" mentions on the day of the wedding. And a citizen journalism mobile survey saw most entries submitted on the wedding day itself.

1. THE PLACE FOR MOBILE RESEARCH?
THE GREAT BRITISH ROYAL WEDDING

2. THE EVENT
A major event like this poses a range of questions:
• What is the prevailing mood?
• What happened on the wedding day itself?
• What is the long term impact?
No single research method can answer all of these questions
2

3. MULTI-MODE OR MULTI-CHANNEL?
UNDERSTAND METHOD
The prevailing mood Traditional opinion poll (telephone)
The intensity of the experience Online listening (before, during, after)
The citizen experience of the event Mobile ethnography
as it was happening
3

4. QUESTION ONE
WHAT IS THE PREVAILING MOOD?
4

5. 5

6. TO MEASURE THE PREVAILING MOOD, WE USED A
TRADITIONAL TECHNIQUE: THE OPINION POLL
The Brief
1. Representative sample
2. Snapshot of public mood
3. Trends over time
4. Differences by sub-group (e.g. age)
1,000 adults, aged 18+, 15-17 April for Reuters
6

8. “BRITAIN SHOULD REMAIN A MONARCHY”:
IT’S BEEN LIKE THIS FOR TWENTY YEARS!
Would you favour Britain becoming a republic or remaining a monarchy?
APRIL 2011 APRIL 1993 - 2011
100
DON’T KNOW 90
7% MONARCHY
80
70
18% REPUBLIC 60
50
40
MONARCHY 30
20
75% REPUBLIC
10
0
Base: 1,000 British adults 18+, 15th - 17th April 2011. In the trend data, in some cases the question wording included: "If there were a referendum
on the issue…“, in others, the wording was: “Do you favour Britain electing its Head of State or do you favour Britain retaining the monarchy?”
8

9. SHOULD PRINCE CHARLES GIVE UP IN FAVOUR OF
PRINCE WILLIAM? EBBS AND FLOWS
IT
Do you think that Prince Charles should or should not give up his right to be the next
monarch in favour of his eldest son, Prince William?
APRIL 2011 JANUARY 1990 – APRIL 2011
100
7%
90
DON’T KNOW
80
70
SHOULD NOT
60
SHOULD 50
47% 46%
40
30
SHOULD
SHOULD NOT 20
10
0
Base: 1,000 British adults 18+, 15th-17th April 2011
Source: Reuters/ Ipsos MORI
9

10. QUESTION TWO
WHAT’S BEING SAID ONLINE?
10

11. 11

12. WE USED A RELATIVELY NEW TECHNIQUE:
SOCIAL LISTENING
The Brief
1. Quantify: measure the buzz
2. Track the build up
3. Identify where buzz is coming from
4. Build a picture of what’s being said
12

13. 5 APRIL 2011
13

14. MENTIONS OF “ROYAL WEDDING STREET PARTY”
DATES
3000
THE DAY ITSELF
2500
2000
1500
PLANNING
1000
500
0
14

15. SITES MOST LIKELY TO MENTION
“STREET PARTY”
TOP SITES TOP BLOGS & FORUMS
twitter.com 5236 answers.yahoo.com 80
www.facebook.com 1325 forums.moneysavingexpert.com 54
www.youtube.com 175 www.digitalspy.co.uk 46
www.bbc.co.uk 107 www.digitalspy.com 33
answers.yahoo.com 80 www.thestudentroom.com 31
www.1bdnews.com 71 news.scotsman.com 30
www.telegraph.co.uk 69 profiles.google.com 27
www.dailymail.co.uk 65 www.1bdnews.com 25
www.thisislocallondon.co.uk 65 business.scotsman.com 22
feeds.bignewsnetwork.com 58 londonist.com 20
15

16. “ROYAL WEDDING” ONLINE MENTIONS:
SHARP PEAK ON 29TH APRIL…
500000
450000
400000
350000
300000
250000
200000
150000
100000
50000
0
16

17. QUESTION THREE
HOW CAN WE GET CLOSER
TO WHAT WAS HAPPENING?
17

18. 18

19. WHAT HAPPENED IN MIAMI?
DOMINIC HARRISON ADHIL PATEL
Future Foundation, UK TNS South Africa
“The Rise of Smart Boredom” Expert Panel Highlight…
“GEO LOCATION will have
the greatest impact on the
future of mobile research”
SEAN BRUICH PETER HARISON
Facebook, USA Brainjuicer
“We need to make feedback “We need to understand people
easy, fun and not burdensome.” in context, and in the right
frame of mind.”
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20. CITIZEN JOURNALISM:
Understanding citizen experience of the event and changes in perceptions and
attitudes throughout…
Structured
survey –
pre and
post
Point in
Photos time
feedback
Research
Design
Royal
GPS Wedding
moments
20

21. Understanding Contribution to Social Networks
The Psychology of Sharing:
5 types of motivation:
1. To bring valuable and
entertaining content to others
Brian Brett
Managing Director, Customer Research 2. To define ourselves to others
The New York Times
http://www.linkedin.com/pub/brian-brett/3/55a/a53 3. To grow and nourish our relationships
http://socialmediatoday.com/jillian-
ney/325175/why-people-share-content-online
4. Self-fulfillment
5. To get the word out about
causes or brands
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22. GOALS
1: Build “real-time” picture 2: Qualitative - 3: Behavioural -
of what’s happening how are people feeling what are people doing
22

23. MOST ACTIVITY ON THE SURVEY WAS ON
THE WEDDING DAY…
250
200
NUMBER OF ENTRIES
150
100
50
0
00.00 THURSDAY 00.00 FRIDAY 00.00 SATURDAY 00.00 SUNDAY 00.00
28.04.11 29.04.11 30.04.11 31.04.11 01.05.11
TIME OF ENTRY
23

24. ON TO THE DAY ITSELF…
24

25. 25

26. AS IT HAPPENED…
26

27. A BANK HOLIDAY “PLUS” SOMETHING SPECIAL
From our texts and images
we saw that most were
looking forward to spending
time with friends and family
primarily - but the wedding
also prompted
interest, excitement and
the chance for new kinds of
parties and events, often
around the TV set.
SOME SAW THE WAS
FOR OTHERS, IT
WEDDING AS THE OF A
THE CENTREPIECE
BACKGROUND TO
MORE FORMAL EVENT
THEIR DAY…
27

28. UNPLANNED EXPERIENCE
PRE-WEDDING MORNING
BRIDGERULE
What are you “Thinking William & Harry look
very happy and at ease”
most looking “Off to the village party”
forward to?
“Nothing in AFTERNOON
particular” “Children of the
village having a
AFTERNOON party”
“Buffet in
Whitstone
village hall” POST-WEDDING
How did the
Royal Wedding
AFTERNOON
“Whitstone
make you feel?
village party”
WHITSTONE
“Proud to be
British”
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29. PURPOSEFUL EXPERIENCE
AFTERNOON
“We’ve arrived at The
Bridge, Topsham (the only pub
visited by the Queen) for a special
event. Looks good so far !” TOPSHAM
MORNING
“We are going to a special event
at The Bridge inn, Topsham and
are looking forward to a great
“Wonderful moments, now tucking in day with bubbly, hog roast and
to refreshments !!!” cream tea”
EVENING
“Resting EXMOUTH
after a
memorable
day”
29

30. PARTICIPANTS WERE
SPREAD ACROSS GB
30

31. SUGGESTION OF HALO EFFECT FOR ALL ROYALS
And for Britain’s confidence in general?
“I am enjoying the
wedding far more
than expected.
A staunch anti-
royalist, my views
have changed
today”
“It is this type of thing that is
the best of Britain, nothing to
do specifically with the royal
family but more to do with
being a part of a community”
31

32. SHORT-TERM CHANGE: LONG TERM IMPACT?
Looking to the future, do you think Britain will or will not have a monarchy in 50 years?
PRE-WEDDING POST-WEDDING
27% 18% DON’T KNOW
DON’T KNOW 9% WILL NOT
WILL NOT
62%
12%
WILL
73% WILL
Base: 287 participants pre-wedding; 244 post-wedding
32

33. PART FOUR
LESSONS FOR THE FUTURE
33

34. KEY LESSONS
Can we engage “regular
respondents” in mobile research? 25% from working
class backgrounds
Is this interesting? 1,297 “surveys” from
287 people
287 pre-wedding, 244
Can people multi-task? afterwards, 783 “wedding
moments”
Did we get closer to a
360 degree view?
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35. MOBILE RESEARCH - FURTHER APPLICATIONS
• Mass or civic events
• Pinpoint moments of highest engagement or involvement
• Identify moments where communications may be important
• Understand how communications are received in real time
COMPETITIONS, BRAND THE OLYMPICS? CUSTOMER JOURNEYS? THE UNEXPECTED?
LAUNCHES, TV EVENTS?
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36. 5 APRIL 2011
36

37. THE EVENT IN QUESTION
24.3
William & Kate Wedding (2011) 31.6*
Funeral of Diana (1997) 32.3
Charles & Diana Wedding (1981) 28.6
England vs West Germany (1966) 32.3
Eastenders Den & Angie Divorce (1986) 30.1
JFK Assasination (1963) 24.0
Apollo 13 Splashdown (1970) 28.6
Source: BARB & BBC * including iPlayer etc.
37