the sound of big data - on device research
TRANSCRIPT
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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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
Mobile research panels
10 million mobile surveys in 57 countries.
Focus on emerging markets and mobile-only audiences.
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
The Challenge With Big Data
Volume
Velocity
Variety
MB GB TB PB
unstructured
table
data base
batch
periodic
real time
near real time
• Marketing is 4Ps Product, Promotion, Place and Price
• Big Data is 3Vs Velocity, Volume and Variety
• Context of current user’s interaction
• Missing market insights
• Resource intensive to access and analyze
The Challenge
Understand the time spent on listening to audio
Time
Explore dimensions of motivations
Motivation
Impact in consumers’ everyday lives
Impact
Principal Aims
PRE-RECRUITMENT & SCREENING
MOBILE DIARY
POST-SURVEY FOLLOW UP
DATA CONSOLIDATION
On Device Research
SoundCloud
Methodology
Mon Tues Wed Thu Fri Sat Sun
Time of day of encounters
How a mobile diary looks
7am 7am
12am
7am
5pm
12am
9am
11am
4pm
5pm
6pm
Exit survey
Intro survey
PRE-RECRUITMENT & SCREENING
MOBILE DIARY
POST-SURVEY FOLLOW UP
DATA CONSOLIDATION
On Device Research
SoundCloud
Methodology
Every participant agreed up front
User IDs to link data
Big Data
Data Consolidation
Research Data
Link Server Data + Research Data to Create Enriched Data
Diary
User
Creator 25,923 Follower
49 Sounds 6 Sets
931 Likes 8,698 Comments 1,631 Following
… Creator Pro Account
High Engagement Segment 6
Played Downloaded
Reposted Liked
Commented Add to sets
… Country
Mobile or Web Genre
Demographics Online habits
Competitive use Social sharing
Feature …
Diary Content Genre Device
Location With
Big Data
Research Data
Big Data
Data on Cyra
Listener
Most listening happened via mobile
on their own
1 in 4 of SoundCloud’s most active and
engaged listeners are also creators, like Cyra
When not listening they are active social
people, preferring sports and socializing in their offline lives
Love to share online via multiple
social media
Creator / Listener Like 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 have an emotional connection to the music I listen to.”
“I use SoundCloud to listen to music and audio. I also
actively share content.”
“I know what I want to listen to: artists I like.”
“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.”
Joe SC
User US Listener
Consumer
Joe listens to Cyra
Most 3-5h listening sessions start around 10am
At home via home entertainment with friends & family throughout the evening
Live audio on their own in the car
Peak listening time of the day and transactional listening though social sharing
A Day in the Life of a Listener
Good morning
Commute
Lunch Commute
Back home
Good night
4AM-6AM 7AM-9AM 10AM-12AM 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM
Get the free report from ondeviceresearch.com/blog
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 DAY 2
Mobile Survey Chunking
92%
80% 79%
15-QUESTION SURVEY 30-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY
Source: On Device Research, August 2013
N=2324, UK
Completion Rates of Long and Chunked Survey are Comparable
9%
4% 4%
30-QUESTION SURVEY 15-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY
% of Respondents Who Fell for Trap Question
Source: On Device Research, August 2013
N=2324, UK
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