The document outlines a study combining big data from SoundCloud with mobile diary research. Participants installed a mobile app to record when and how they listened to SoundCloud for a week. Their SoundCloud data was then linked to their diary responses to create enriched user profiles. This provided insights into listening habits over time and across platforms. For example, peak listening was midday and evenings, often socially. The study also tested splitting long surveys into chunks via mobile to improve completion rates, finding they remained high.

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

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3. MEDIA & ASSOCIATION PARTNERS
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4. THE SOUND OF BIG DATA
Combining Big Data with mobile diaries to
create contextual customer profiles

5. On Device Research uses the mobile
internet to gain access to consumer
opinion at any time or location.
•
•
•
•
Mobile-only audiences
Emerging / growth markets
In-the moment research
Advertising effectiveness

6. Mobile research panels
10 million mobile surveys in 57 countries.
Focus on emerging markets and mobile-only audiences.

8. A platform to discover new, original
music and audio, to build an
audience, and to share online and
on mobile.
* 200 million users per month
* 12 hours of audio uploaded
every minute

9. The Challenge With Big Data
Velocity
real time
near real time
• Marketing is 4Ps
Product, Promotion,
Place and Price
• Big Data is 3Vs
Velocity, Volume
and Variety
periodic
batch
MB
table
data base
unstructured
Variety
GB
TB
PB
Volume

10. The Challenge
• Context of current
user’s interaction
• Missing market
insights
• Resource intensive
to access and
analyze

11. Principal Aims
Time
Understand the
time spent on
listening to
audio
Motivation
Explore
dimensions of
motivations
Impact
Impact in
consumers’
everyday lives

12. Methodology
On Device Research
PRE-RECRUITMENT
& SCREENING
MOBILE
DIARY
POST-SURVEY
FOLLOW UP
DATA
CONSOLIDATION
SoundCloud

13. How a mobile diary looks
Mon
Intro
survey
Tues
Wed
7am
Thu
Fri
7am
Sat
Sun
7am
9am
11am
Time of day of encounters
12am
12am
4pm
5pm
5pm
6pm
Exit
survey

15. Methodology
On Device Research
PRE-RECRUITMENT
& SCREENING
MOBILE
DIARY
POST-SURVEY
FOLLOW UP
DATA
CONSOLIDATION
SoundCloud

16. Link Server Data + Research Data to
Create Enriched Data
User IDs to link data
Big
Data
Research
Data
Every participant
agreed up front
Data
Consolidation

17. THIS IS CYRA

18. User Profile

19. Data on Cyra
Diary
Creator
25,923 Follower
Played
User Downloaded
49 Sounds
6 Sets
Reposted
931 Likes
Liked
8,698 Comments
Commented
1,631 Following
Add to sets
…
…
Creator Pro Account
Country
High Engagement
Mobile or Web
Segment 6
Genre
Big Data
Demographics
Online habits
Competitive use
Social sharing
Feature
…
Diary
Content
Genre
Device
Location
With
Big Data
Research Data

20. Creator / Listener Like Cyra
1 in 4 of SoundCloud’s
most active and
engaged listeners are
also creators, like Cyra
Love to share
online via multiple
social media
When not listening
they are active social
people, preferring
sports and socializing
in their offline lives
Most listening
happened via mobile
on their own
Listener

21. Joe listens to Cyra
Male, 28
Spends $24/m on music
Lives in US urban area
Aware of 10 services
Uses 5 in parallel: Youtube
iTunes, Pandora, Spotify
SoundCloud
“I know what I want to listen to: artists I like.”
“I have an emotional
connection to the music I listen to.”
“This helps me relax, fill time or concentrate on work.”
“I choose consciously what I want
to listen to next – it’s part of my daily
life to discover new content and
listen to music that I like.”
“I use SoundCloud to listen
to music and audio. I also
actively share content.”
Joe
SC
User
US
Listener
Consumer

22. A Day in the Life of a Listener
Peak listening time of the day and transactional listening
though social sharing
Lunch
Commute
Most 3-5h listening sessions
start around 10am
Back home
Good
morning
Commute
Good night
Live audio
on their own in the car
4AM-6AM
7AM-9AM
10AM-12AM
At home via home entertainment
with friends & family throughout the evening
1PM-3PM
4PM-6PM
7PM-9PM
10PM-12PM

23. Mobile Survey Chunking
We are the pioneers of
survey “chunking” on
mobile – splitting
traditional 30 minute
surveys into
several phases to help
you meet your project
requirements.
SMS INVITE #1
SMS INVITE #2
1st CHUNK
2nd CHUNK
DAY 1
Get the free report from ondeviceresearch.com/blog
DAY 2

24. Completion Rates of Long and
Chunked Survey are Comparable
92%
80%
15-QUESTION SURVEY
Source: On Device Research, August 2013
N=2324, UK
30-QUESTION SURVEY
79%
2-CHUNK 30-QUESTION
SURVEY

25. % of Respondents Who
Fell for Trap Question
9%
4%
30-QUESTION SURVEY
Source: On Device Research, August 2013
N=2324, UK
4%
15-QUESTION SURVEY
2-CHUNK 30-QUESTION
SURVEY

27. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
NETWORKING SPONSOR

28. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

29. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET