is mobile qual a new method - field agent

APRIL 1-3, 2014 TORONTO

APRIL 1-3, 2014 TORONTO

Organized by Workshop Sponsors

Association & Media Partners

Same Methodology: New Technology

Unique Features

Guidelines and Regulations

2

Is Mobile Qual a New Method?

1

2

3 © Field Agent, Inc. 2014

Mobile Interview

Mobile Community

Same Methodology: New Technology

Shop-a-long In Person Interview

Online Community

+ +

© Field Agent, Inc. 2014

1

Unique Features (Quality Control)

History

Time Stamp

GPS Marker

Media

© Field Agent, Inc. 2014

2

© Field Agent, Inc. 2014

Guidelines and Regulations 3

© Field Agent, Inc. 2014

Guidelines and Regulations 3

Key principles •  Distinguishing market, social and opinion research as a purpose •  Conforming to law •  Consent and notification •  Protecting personal data •  Ensuring no harm •  Children •  Reputation of the industry •  Reporting

Special considerations for certain social media •  Downloadable and web-based apps •  Passive data collection •  Photographs, video and audio recordings •  Mystery Shopping •  Incidental data •  Appropriate design

A few things that we’ve learned along the way…

© Field Agent, Inc. 2014

Why people freely engage on mobile?

•  People are now used to sharing thoughts and photos

•  New Apps enable sharing photos in a fast and easy way

•  Mobile Technology providers are capitalizing on a normal progression

Technology è usage è habit (code/app)

© Field Agent, Inc. 2014

Where does Mobile fit?

Mob

ile

(loca

tion

spec

ific)

Know

ledge N

etworks

Kno

wle

dge

Net

wor

ks

Mobile

(location specific)

1 10

Family and

Friends

Fam

ily a

nd

Frie

nds

Panel D

P

anel C

Panel B

P

anel A

Consumer Centric

Shopper Centric

National (location specific)

Representative

Pan

el D

P

anel

C

Pan

el B

P

anel

A

Pan

el u

sing

cel

l ph

ones

© Field Agent, Inc. 2014

How we connect via Mobile

© Field Agent, Inc. 2014

Web App

Text Native App

Passive

Quant

Qual

© Field Agent, Inc. 2014

Mobile Data Categories

?

123 ?

Hackers

Device Size

Trust in Data

© Field Agent, Inc. 2014

Issues with Mobile “Today”

Speed

Cost Coverage

© Field Agent, Inc. 2014

Where does Mobile win?

Point of Influence™

Mobile Supplements Current Research

© Field Agent, Inc. 2014

Point of Influence™

© Field Agent, Inc. 2014

Zero Moment of Truth (determining a need/want)

First Moment of Truth (product/service selection)

Second Moment of Truth (product/service usage)

Information at the Point of Influence™

Point of Influence™:

? 123 insights

data

photos video

© Field Agent, Inc. 2014

© Field Agent, Inc. 2014

Conducting Private Projects

Second Moment of Truth (product/service usage)

R&D Example

© Field Agent, Inc. 2014

Sample Photos

Diaper After Use

Diaper After Use

© Field Agent, Inc. 2014

Conducting Ideation and Concept Testing

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Usage Confirmation (In Home example)

Electric Outlets

Media Mount

Device Mount Lighting

© Field Agent, Inc. 2014

Device Adaptors

Electric Outlets

Lighting

Integrated adaptors or USB hookups for popular devices

Neat, organized electrical outlets integrated

Rope and clip lighting that fits without overheating

Concept Testing

© Field Agent, Inc. 2014

Usage Confirmation (In Home example)

23

Rick West

CEO, Field Agent

rick.west@fieldagent.net

Jeff Doucette General Manager, Field Agent Canada

jeff.doucette@fieldagentcanada.com

Contact Information

APRIL 1-3, 2014 TORONTO

Organized by Workshop Sponsors

Association & Media Partners

APRIL 1-3, 2014 TORONTO