10 ways to effectively use mobile research
DESCRIPTION
(ESOMAR Webinar March 12, 2013) Technical advances within the mobile field such as geo-location targeting, barcode scanning and passive data collection prove that mobile research offers more than just switching data collection platforms. Unlike the move from offline to online, new insights can be acheived with a multitude of innovative methodologies. More info: http://bit.ly/Wtr24fTRANSCRIPT
Lyndal Vozzo
12th March 2013
10 Ways to Effectively Use Mobile Research
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Webinar Summary
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Online Panels. Digital. Mobile. Leader of digital data collection and online sampling
Proprietary Panels in 38 countries
100% ‘research only’
Over 6 million highly responsive, deeply profiled consumers and business professionals
Industry leading response and retention rates
Over 1,200 research professionals dedicated
to providing superior client service
25 Offices Worldwide for global excellence and coverage
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The Mobile Landscape
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Insights & analytics data industry evolution
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Smartphones Now Dominate Mobile Share In Most Developed Countries
Globally:
• 2013 estimates say 1.4 billion smartphones and 268 million tablets in active use (not just units shipped)
• Android leads in Smartphones; iOS in tablets
• End Of Year 2013 estimates:
• 45 million Windows phones; 20 million Blackberries (3.2% and 1.4%, respectively)
• Android = 798 million handsets (57% share); iOS = 294 million devices (21% share)
Locally:
• 8.67 million smartphone and 4.37 million tablet users in Australia at May 2012 (52% population)
• 22.05 million mobile internet subscribers at June 2012 (21.8% increase on 2011)
• 58% smartphone users access the internet via their device every day
• 74% don’t leave home without their device
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Mobile Research
The Benefits
In the
moment Accurate
Passive Data plus
Survey Data
Convenient for the
respondent
Easier to engage the respondent
Adaptable
Providing deeper, richer insights
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So, what are the 10 ways to effectively use mobile research…
…to further the engagement with your respondents and collect insights like never before?
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Home Ethnography How comfortable are respondents with qualitative aspects of mobile research?
Research Now Mobile invited 3,500 panelists to take part in a home ethnography study designed to understand respondents’ willingness to participate in qualitative parts of mobile studies, particularly media uploads.
CASE STUDY
• 679 completes in 2 days, despite the study being long & media intensive
• 97% scanned barcodes
• 99% uploaded pictures
• 82% uploaded audio
• 80% of those with pets uploaded videos
• Open Ended data with detailed responses
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Mobile Research
Deeper insights
- And insightful mix of qualitative inputs and quantitative information
Ease of data collection
- In the palm of the respondents hand - anywhere, anytime
Delivery and format
Ethnography
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Sporting Event Diary How do researchers collect in-the-moment data at the 2012 Olympics?
Research Now Mobile recruited for respondents to complete two two-day diaries for people at the 2012 London Olympics or watching them at bars or at home.
CASE STUDY
• 69% of respondents completed both diaries
• 62% uploaded images
• 19% uploaded video
• Impressed with detailed open-ended responses
• High level of respondent engagement
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Mobile Research
Highly-engaged respondents
- Authenticity of data
Geographic coverage
- Ability to cover multiple locations in a limited time period
In-the-moment
- A ‘front row seat’
In-the-moment
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Holistic Insights How does a digital newspaper use passive data capture to gain deeper reader insights?
A digital newspaper that caters to tablet users through a newspaper app uses Research Now Mobile+ to send targeted surveys and overlays the survey data with behavioural data for deeper insights.
CASE STUDY
• Behavioural data including app downloads, music played, etc. are passively captured.
• Survey data is collected periodically by pushing surveys.
• Data from repeat surveys and passive data capture are tied together for deeper insights.
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Mobile Research
The ‘big picture’
- Survey responses meshed together with passive data
provide the full picture: data integration
Passive Data Collection
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Retail Survey
How does a major FMCG company get shopper feedback on their in-store displays?
Research Now Mobile created a mobile survey for shoppers, whose locations were validated by GPS data, to complete while inside targeted supermarkets.
CASE STUDY
• Respondents uploaded photos of in-store displays and scanned UPC barcodes of products
• Geo-fencing ensured the survey was available only when respondents were in the store, ensuring strong validation and data quality
• Rich In-The-Moment data and insights
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Retail Survey 2
Understand why customers don’t make purchases when visiting retail stores. Use this insight to devise strategies to increase conversion rate.
Utilise Interviewer Mode of the platform to conduct Exit Interviews by intercepting consumers who were non-purchaser.
CASE STUDY
• Responses were captured and uploaded in real time making raw data instantly available to the client
• Over 450 exit interviews conducted in record time of 7 days: faster than traditional methods
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Mobile Research
High-quality validation
Speed of completion
- Field time efficiencies leading to quicker insights
Faster client action/response
In-Store or Exit Interviews
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Mobile Research Best Practice
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Best Practices for Mobile Research
• Sample selection/recruitment
• Use both online and mobile to insure broader representation
• Target your respondents … natural response rates will skew younger with higher income
• Survey Length
• 10 minutes [or less] sees higher response rates
• Shorter questionnaires are not a ‘rule of thumb’
• Questionnaire Design
• Consider diaries for longer surveys (multiple surveys fused together in one set of results – in-home, store visits etc)
• Allow respondents to complete in smaller segments.
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Best Practices for Mobile Research
• Use of Rich Media
• Keep use of audio, photo or video capture to <5 requests per survey
• Enhance open ends….consider audio instead of text responses
• Geo locations are great, but plan wisely • Do not plan quick ‘drive bys’ without larger over-samples
• Geo invites … do you have physical lat/long or street address?
• Avoid Studies that requite real-time ‘pings’ with other servers • Adaptive conjoint, max diff, etc.
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Best Practices for Mobile Research
• Be prepared to deal with media and passive data • Showing rich media or capturing rich media…
• …Rich media generates a lot of data
• …Be prepared to code, tabulate and analyse audio, video and photos
• Diverse platforms mean you may never achieve 100% coverage • Consider the trade off of richness of survey data vs. device
coverage
• Native app is best confined to high share devices like iOS or Android devices
• Cover Android and iOS; monitor Windows and Blackberry
• If device coverage is essential: Use ‘Least Common Denominator” complexity: confine it to single choice and multi- choice if you want all devices – keep your design simplistic
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10 Key Take-outs
Ethnography
1. Deeper insights
2. Ease of data collection
3. Delivery and format
In-the-moment
4. Highly-engaged respondents
5. Geographic coverage
6. ‘Front row seat’
Passive data collection
7. The ‘big picture’
In-store/ Exit interviews
8. High-quality validation
9. Speed
10. Faster action/ response
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