This document discusses trends in mobile market research. It provides an overview of different mobile research methods including mobile surveys, passive data collection, and in-the-moment research. Examples are given of various mobile studies including mCAPI research conducted by Tesco, a mobile diary study of beverage consumption, and location-based research from Locately. The document also outlines new areas of mobile research like geofencing, apps, and passive collection of data from sensors and phone usage. Overall, it examines how mobile is becoming a larger part of traditional market research and enabling new innovative methods.

1. The Latest Trends In
Mobile Market
Research
Ray Poynter
Tokyo, July 2014

2. IIeX - 2014
Amsterdam, Netherlands, February 2014
Santiago, Chile, April 2014
Atlanta, USA, June 2014

3. IIeX – APAC, Sydney, December 2014
Ray Poynter
Co-Chair
Top speakers from:
• USA
• Europe
• Australia
• Asia
• Africa
From inside and
outside marketing
research – suppliers
and clients.
Topics:
• Mobile
• Big Data
• Neuroscience
• Facial coding
• Voice analytics
• Visualisation
• Communities
• Gamification
• Bio metrics
• Digital
ethnography
• Passive data
collection
• Start-ups
• Innovation
• New business
models
• New sample
sources

4. Trends in Mobile – Big Picture
Ubiquity
24/7
Smartphone
Internet enabled
App running
Multiple sensors
Linked to other data
Growing
share of
current
modes of
research
Participative
Passive
In the moment
Location based
Push

5. Available from the JMRX Facebook Page

6. Outline of the Book - 1
PART 1
Mobile Market Research
• Overview of Mobile Market Research
• Mobile Research in Action
• The Technology of Mobile Market Research
PART 2
Qualitative and Quantitative Research
• Mobile Qualitative Research
• Mobile Forums and Online Focus Groups
• Mobile Diaries and Ethnography
• Mobile Quantitative Research
• Designing and Conducting Mobile Surveys

7. Outline of the Book - 2
PART 3
The Methods and Applications of Mobile Market Research
• mCAPI –Mobile Computer Aided Personal Interviewing
• mCATI – Mobile Telephone Interviewing
• Mixed-Mode Research
• Utilizing Passive Data
• Panels, Lists, and Communities
• International Mobile Research
PART 4
Researching the Mobile Ecosystem, Ethics, and the Future
• Researching the Mobile Ecosystem
• Ethics, Laws, and Guidelines
• Research-on-Research
• The Evolving Picture
• Glossary
• References

8. What is Mobile Market Research?
• Self-completion surveys conducted on a mobile
device (e.g. phone or tablet)
• Web surveys where some people are using
mobile devices
• Passive data collection
• Participant research
• Taking part in online qual using a mobile device
• mCAPI – where interviewers use mobile devices
• CATI – telephone interviews where some people
are answering via mobile phone

9. Why the Interest in Mobile?
• People have their mobile phones with
them 24/7
• Nearly everybody has a mobile phone
• Mobiles are becoming smartphones
• Mostly iPhone and Android
• Increasingly used in traditional market
research
• Creating new types of market research

10. ITU Estimates per 100 People
Phones per 100 is NOT penetration.
Some people have more than 1 phone.

11. Mobile Subscriptions Regional

12. Worldwide Mobile Operating Systems
In terms of operating systems on devices visiting websites

13. Google Trends – Global

14. Japan Mobile Operating Systems
In terms of operating systems on devices visiting websites

15. The Growth of Mobile Research
Existing Research
– Larger share of CATI (often more than 50%)
– 25% of online surveys
– mCAPI is replacing CAPI and PAPI
– Online discussions and online focus groups
New Research
– In the moment
– Participant research
– Passive data collection
– In-app collection
– Geofencing, location, tracking etc
– Quantified self

16. mCAPI
Tesco Customer Satisfaction
• F2F, at 950 stores in UK
• 100 interviews per 2
weeks, per store
• 50,000 interviews per
week
• Marketing Sciences +
tablets
• GPS + SIM + App
Case study provided by Marketing Sciences
and Tesco and reported in the new book.

17. mCAPI
 Trade Census
 Multi-country, multi-culture
 Mobile phone + app
 GPS: location & tagging
 Surveys
 Photos

18. 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

19. A day in the life
1578 beverages
400 consumers
1 day
Mobile
Diary

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

21. Mobile interface

22. 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

23. Where at home?
Kitchen
Living room
Dining room
Bedroom
Bathroom
Somewhere else
at home
Kitchen
Living room
Dining room
Bedroom
Bathroom
Garden / yard
Somewhere else
at home
Men Women

24. What Are 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)

25. 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
• Can ‘push’ the survey
Negatives
• Must be downloaded
– Technical issues
– Respondent reluctance
• Must be written for
each platform
• Less central control
– e.g. quotas

26. 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

27. Geo
• Geotracking – interesting but difficult and
most of the results are not useful to marketers
• 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
– iBeacons are currently key to
this approach

28. WE-research – Participant Research

29. How Many Cereal Packs?
• In survey, number of
claimed cereal packs
lower than expected
• 150 participants
selected
• Take photos
• Showed people had
almost twice as many
cereal packs as claimed
Case study provided by MMR and reported
in the new book.

30. Location Base Research - USA
Case from Locately – USA location
analytics company
• US 4th July celebrations
• 918 completes
• Opted to share GPS location via
Locately smartphone app
• Macro and micro level data
Case study provided by Locately and reported in the new book.

31. Currently UK Mappiness has 58,481 participants

32. More New Stuff
Flurry

33. Web messaging
February 2014
$19billion

34. Location – Telcos
EE, O2, Vodafone
20 million people

35. Trends in Mobile – Big Picture
Ubiquity
24/7
Smartphone
Internet enabled
App running
Multiple sensors
Linked to other data
Growing
share of
current
modes of
research
Participative
Passive
In the moment
Location based
Push

36. Thank You 
Available from the JMRX
Facebook Page