why mobile matters - researching consumers on the go
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Why Mobile Matters: Researching Consumers on the Go
FlexMR WebinarSeptember 2015
2 FlexMR www.flexmr.net
Who will be speaking
Introduction
Maria TwiggeAssociate Director
Maria has an innate understanding of human behaviour. This, combined with numerous years heading online research projects, sees her delivering bespoke initiatives creatively via FlexMR for actionable results time after time.
Amy EborallSenior Research Associate
With a solid understanding of research methodology and interpretation Amy translates raw data into actionable business insight with ease. Amy leads both quantitative and qualitative B2B and B2C projects.
Annette SmithInsight Manager, Technology Development
Annette has extensive experience in the set up and running of online research projects, panels and communities. She was instrumental in the realisation of the FlexMR online research platform and its unique qualitative capability.
3 FlexMR www.flexmr.net
An overview of the session
Introduction
• Why Conduct Mobile Research?– Who are the Key Mobile Consumers?– The Benefits of Mobile Research– In Favour of a Balanced Approach
• Mobile Market Research Tools– Short Surveys– Diary Studies
• Mobile Market Research in Action– Live Demonstration of Mobile Market Research
4 FlexMR www.flexmr.net
Why Conduct Mobile Market Research?
5 FlexMR www.flexmr.net
Mobile Phone Ownership• 4.2 billion people own a toothbrush• 5.1 billion people own a mobile device
The Key Mobile Consumers
Why Conduct Mobile Market Research?
Source: Convonix Internet Marketing [Online access 20th April 2012] ComScore December 2011 Report
Mobile Phones
Toothbrushs
World
0 2 4 6 8
5.1 billion
4.2 billion
7 billion
Population
6 FlexMR www.flexmr.net
Key Facts• Global smartphone adoption is
28%– UK: 62%– USA: 56%– China: 47%
• 33.4% of all web traffic comes from a smartphone based browser– This means over 1/3 of all web
based actions come from a mobile source
The Key Mobile Consumers
Why Conduct Mobile Market Research?
Global UK USA China0%
20%
40%
60%
80%
100%
% of Mobile Consumers% of Smart-phone Con-sumers
33%
67%
MobileNon-mobile
Source: Smith, Aaron. 'U.S. Smartphone Use In 2015'. Pew Research Center: Internet, Science & Tech. N.p., 2015. Web. 25 Aug. 2015.
7 FlexMR www.flexmr.net
Mobile phone Penetration Across Demographics (USA)
• Men - 93%
• Women- 88%
• 18-29 – 98%
• 30-49 – 97%
• 50-64 – 88%
• 65+ - 74%
The Key Mobile Consumers
Why Conduct Mobile Market Research?
• High School Education - 87%
• Partial College Education - 93%
• College Education + - 93%
• Urban Community – 88%
• Suburban Community – 92%
• Rural Community – 88%
Source: Smith, Aaron. 'U.S. Smartphone Use In 2015'. Pew Research Center: Internet, Science & Tech. N.p., 2015. Web. 25 Aug. 2015.
8 FlexMR www.flexmr.net
“Don’t think of consumers as mobile. Think of them as mobile enabled. Mobile devices are an enabler to behaviour, not the
cause of it.”
The Key Mobile Consumers
Why Conduct Mobile Market Research?
Smartphone E-commerce• 33% of online transactions
take place on a smartphone
• Overall these transactions account for 7% of total global transactions
Mobile• Mobile transactions
account for 2% of global trade
67%
31%
2%
Global Transactions
Offline Transactions
Online Transactions
Mobile Transactions
Source: Smith, Aaron. 'U.S. Smartphone Use In 2015'. Pew Research Center: Internet, Science & Tech. N.p., 2015. Web. 25 Aug. 2015.
9 FlexMR www.flexmr.net
What activities occur on Smartphone?
The Key Mobile Consumers
Why Conduct Mobile Market Research?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74%67% 64%
51%46%
38%29%
38%47% 51%
23% 24%12%
27%18%
24%
Use PC or laptopUse Smartphone
Source: Intersperience Syndicated Research ‘Internet on the Move’ project, 2012
10 FlexMR www.flexmr.net
• eCommerce and mCommerce are not the same• Our relationship with mobile is different
The Key Mobile Consumers
Why Conduct Mobile Market Research?
e≠mSource: Ramesh, V, Venkatesh, V. & Massey, A (2003) Understanding Usability in mCommerce Communications of the ACM 46.
Mobile
PC
11 FlexMR www.flexmr.net
Mobile Market Research is In-the-Moment• Traditional market research is
reflective, conducted prior to or post consumption activity– What did you think?– What would you think?
• In-the-moment research ensures research captures emotive, accurate feedback– What do you think?– How do you feel?
The Benefits of Mobile Research
Why Conduct Mobile Market Research?
12 FlexMR www.flexmr.net
Trad
ition
al M
arke
t Res
earc
h
The Benefits of Mobile Research
Why Conduct Mobile Market Research?
Mob
ile M
arke
t Res
earc
h
Behaviour A
Behaviour B
Behaviour C
Preliminary Survey
Post Behaviour Survey
Short SurveyBehaviour A
Behaviour B
Behaviour C
Preliminary Survey
Post Behaviour Survey
Short Survey
Short Survey
13 FlexMR www.flexmr.net
Response RatesMobile research lends itself to a higher response rate due to two key factors
1. Research tasks reaches respondents no matter where they are2. Tasks are designed in a short format, leading to a lower drop out rate
The Benefits of Mobile Research
Why Conduct Mobile Market Research?
The Two Behavioural Scales
Span of Attention
Proximity to Behaviour
Mobile
MobileNon-mobile
Non-mobile
14 FlexMR www.flexmr.net
Mobile is:• a tool for researchers to use• the best source of in-situ
research• behaviour oriented and inclusive
In Favour of a Balanced Approach
Why Conduct Mobile Market Research?
Mobile is not:• the only tool a researcher should
use • a good source of reflective
research• exclusive, attention maybe
divided
15 FlexMR www.flexmr.net
Mobile • Connected consumers• Geographical targeting• Event triggering• In-the-moment
feedback• Led by behaviour• Suited to short formats• Higher response rates
In Favour of a Balanced Approach
Why Conduct Mobile Market Research?
Desktop • Reflective feedback• Opinion over action • Community elements• Higher interactivity• Wide range of tasks• Suited to longer
formats• Greater depth of
insight
Tablet • Occupy space of
desktop and mobile devices
• Hybrid behavioural patterns
• Interactive and connected
• Research has yet to tap the full potential of the tablet consumer
16 FlexMR www.flexmr.net
Mobile Market Research Tools
17 FlexMR www.flexmr.net
Base your decisions on quantifiable feedback from an infinite number of participants with survey tools
Short Surveys
Mobile Market Research Tools
SurveyMR
Report CardMR
Quantifiable, data-driven feedback
Moderate feedback cards with ease
Fast statsScalable quant
18 FlexMR www.flexmr.net
Short Surveys
Mobile Market Research Tools
• Video, audio, and image stimuli
• Interactive drag & drop questions
Less is more with the short survey formatVisuals, sliders, drag and drop and card sort gamification all contribute to a dramatically enhanced participant experienceSpecific, short and location based surveys contribute to a higher engagement rate and better quality feedback
• Full range of question types• Powerful routing options
SurveyMR
19 FlexMR www.flexmr.net
Short Surveys
Mobile Market Research Tools
• Variety of question types• Flexible tasks types
Combine closed questions with open questions in feedback card style and moderate responses for more depthUse location based services to target consumers as they complete regular activitiesShort questions provide room for detailed feedback in an efficient manner
• Designed for smartphones• Vox pops through video
integration
Report CardMR
20 FlexMR www.flexmr.net
See how your customers interact with your product or brand on a daily basis
Diary studies
Mobile Market Research Tools
DiaryMR
JournalMR
Collect individual feedback on lifestyle and experiences
Invite customers to feedback on their own terms
Real peopleReal insight
21 FlexMR www.flexmr.net
Diary studies
Mobile Market Research Tools
• Image gallery• Range of question types• Automated scheduling
Create diary tasks to guarantee in-the-moment feedback on key areasChoose from a range of question, types, response formats and visual stimuli to drive engagement
• Designed for smartphones• Set multiple tasks• Vox pop video integration
DiaryMR
22 FlexMR www.flexmr.net
Mobile Market Research in Action
Evaluating Brand Attributes in a Digital Environment
FlexMR WebinarAugust 2015
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