why mobile matters - researching consumers on the go

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.


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


Why Conduct Mobile Market Research?


Mobile Phone Ownership• 4.2 billion people own a toothbrush• 5.1 billion people own a mobile device

The Key Mobile Consumers


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


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



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.


Mobile phone Penetration Across Demographics (USA)

• Men - 93%

• Women- 88%

• 18-29 – 98%

• 30-49 – 97%

• 50-64 – 88%

• 65+ - 74%



• High School Education - 87%

• Partial College Education - 93%

• College Education + - 93%

• Urban Community – 88%

• Suburban Community – 92%

• Rural Community – 88%



“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.”



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



What activities occur on Smartphone?



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


• eCommerce and mCommerce are not the same• Our relationship with mobile is different



e≠mSource: Ramesh, V, Venkatesh, V. & Massey, A (2003) Understanding Usability in mCommerce Communications of the ACM 46.

Mobile

PC


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



Trad

ition

al M

arke

t Res

earc

h



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


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 Two Behavioural Scales

Span of Attention

Proximity to Behaviour

Mobile

MobileNon-mobile

Non-mobile


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


Mobile is not:• the only tool a researcher should

use • a good source of reflective

research• exclusive, attention maybe

divided


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


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


Mobile Market Research Tools


Base your decisions on quantifiable feedback from an infinite number of participants with survey tools

Short Surveys


SurveyMR

Report CardMR

Quantifiable, data-driven feedback

Moderate feedback cards with ease

Fast statsScalable quant


Short Surveys


• 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


Short Surveys


• 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


See how your customers interact with your product or brand on a daily basis

Diary studies


DiaryMR

JournalMR

Collect individual feedback on lifestyle and experiences

Invite customers to feedback on their own terms

Real peopleReal insight


Diary studies


• 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


Mobile Market Research in Action

Evaluating Brand Attributes in a Digital Environment

FlexMR WebinarAugust 2015

why mobile matters - researching consumers on the go

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