Download - An enhanced Online Research - Lumi
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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
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Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
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Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
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An enhanced Online Research Online Research with the support of your mobile branded app
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Online Today • Thousands of panel and millions of
respondents
• A real evolution has happened
– From Data Base to
– Online panel to
– Community
• Different sources of sample: Panel but also River Sample
• Looking for different ways to enhance how representative an online sample can be.
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What are the current limitations?
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Great reach but black holes exist
• On very well- represented targets (i.e young targets): E-mail invitation response rates going down
• On less-represented targets (i.e elderly targets, low social class levels): Hard to reach them via PC.
Not all segments of the universe of the study can be reached
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Good regional coverage but limited global reach: limited reach in APAC, Africa and Latam still low due to
• Low penetration of computer owners • Not sufficiently high incidence of internet use in
households.
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Why panels have created their own APP?
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How is a
today
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ACROSS ALL SEGMENTS
THE INTERNET BEHAVIOUR IS CHANGING: The Online response rates keep going down Online surveys: Have gone from new to common Internet users tending to be more selective when checking their inboxes Quarantine periods shortened
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YOUNG TARGETS Reasons why low Online response rates?
E-mail is no longer than main channel of communication
E-mails: Massive amount of mails per day
More focused in social media (when
using internet)
Spending more time on their smartphones than elsewhere
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Let’s look at response rates
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Across all segments
ONLINE RESPONSE RATE: 17%
APP BASED SURVEY: 45%
Young target
ONLINE RESPONSE RATE: 5%
APP BASED SURVEY: 32%
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But, how?
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• From you’ve got an email to you’ve got a notification.
• Higher response rates across all segments. • Higher use of Mobile especially in targets
where Online currently fails (teenagers and low income earners)*
• “It’s still new”: More attractive and
appealing that emails.
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They are more responsive!
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And my universe is wider! Let’s look how can we enhance our global reach
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Is that all?
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A difficult target
to reach Online
but now
reachable Mobile
First and second generation inmigrants
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18% of non-nationals living in
the country
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12% of non-nationals living in
the country
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• Difficult to find non-nationals in online panels though recruitment.
• Second generation immigrants are as well under represented.
• There are language barriers
• Many times questionnaires are not adapted to their habits
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Through passive the app will acquire the following
information:
• Language used in the the panelist’s smartphone • Time zone • Operative System of the Smartphone • OS version • Smartphone brand • Smartphone model
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Passive data acquired
Language of the panelist’s
app
Comparison between
country and language
Final detection and selection
Creation of a new category
panel
Next questionnaire: language and app adapted
to the language set in
the smartphone
The initial process
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Learnings
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Learnings • APP Mobile Research is not here to substitute Online or Traditional Methodologies. It is here to add
extra value to existing and new research.
• Mobile Research is the right tool to combine with an online panel/community:
- Due to a higher penetration of Smartphones among young targets - Due to better response rates through notifications
• An APP will not only help us to make our research more compiling and representative, it will allow us
to reach targets where online or other methodologies have significant limitations.
• The next future sits in the combination of Online and Mobile through an APP.
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Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
![Page 32: An enhanced Online Research - Lumi](https://reader034.vdocuments.site/reader034/viewer/2022042702/55d54b64bb61ebd1228b45b5/html5/thumbnails/32.jpg)
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
![Page 33: An enhanced Online Research - Lumi](https://reader034.vdocuments.site/reader034/viewer/2022042702/55d54b64bb61ebd1228b45b5/html5/thumbnails/33.jpg)
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW