Mrs skopos mobile webinar part 2
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This document summarizes a webinar about mobile-based research options and best practices. It discusses using mobile surveys via SMS/text, mobile web, and apps for both quantitative and qualitative research. Examples are provided of text surveys, life diaries using photos and videos, and vox pops conducted via mobile. The webinar emphasizes keeping mobile surveys short and simple, engaging respondents, and considering location-based and richer multimedia mobile research methods. It also provides reminders about ensuring mobile research fits the topic and audience and working with technical partners.
Mrs skopos mobile webinar part 2
- 1. MRS Webinar - November 2012 Mobile-Based Research Options & Best Practice Hands On Research Is Here But How Do We Handle It? 1 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info
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- 3. MRS Webinar - November 2012 Introductions 3 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info
- 4. Scott Dodgson Director - Research, Insight, Consulting, SKOPOS market insight Ever since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated by technology, and its various applications. Over recent years, he has been absorbed by understanding how consumers interact within the digital space - the convergence and connectivity between network platforms, technologies and digital media; and in providing clients with actionable information on the emerging, and evolving, opportunities and challenges this presents. Scotts core expertise lies in the digital, retail and technology worlds, and in helping clients from within these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Bank of America, ghd, McDonalds, Genworth Financial, Coca Cola, Royal Mail, DHL and many more. Paula Juson Director - Research, Insight, Consulting, SKOPOS market insight Paula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video studies - running alongside the more traditional quantitative methodologies. She views mobile research as a powerful augmentation tool that can deliver, not just in-the-moment, but in-the-emotion, feedback helping to provide real consumer illumination. Over the last 15 years she has conducted research across a wide range of sectors and genres, helping clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This has included customer experience optimisation (across digital and non digital channels); ideation & proposition development; as well as various U&A studies - incorporating behavioural segmentation. 4
- 5. & mobile for over 10 years 5
- 6. MRS Webinar - November 2012 Session 2 More Detail on Mobile Research - maximising the effectiveness of the in the emotion medium - Getting it right - Case Studies - Where next? 6 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info
- 7. Source: ComScore, November 23rd 2010 iPhone 5 to be launched late 2012? 7
- 8. Short surveys Quick polls Ad hoc Tracking Verbatims/Opens Access Panels Bespoke Panels Omnibuses 8 Verbatims/Opens Txt-depths Vox-Mobs Life Diaries
- 9. Reminder: Best Practice Guide 1. Ensure mobile method fits with audience/topic/client 2. Keep Surveys Short & Simple... 5 questions? 3. Engaging (Reassuring) Invites (+ opt-in) 4. Meaningful Incentives/Rewards 5. Keep Respondents Engaged (flow and above) 6. Plan and work around country variations 7. Consider and work with best (technical/panel) partners 9
- 10. MRS Webinar - November 2012 10 Scott Dodgson MMRS Paula Juson AMRS, AQR Mobile Quant Fast & Effective SMS / Text SKOPOS market insight www.SKOPOS.info
- 11. Text survey advertised on hospital walls. Incentive? Free? 11
- 13. Ferry Company CustSat Shifted their CustSat from face to face to SMS having observed many passengers playing with their phones while in transit. Saved money and also provided customers with instant relevant feedback mechanism, that filled time. 13
- 15. Auto Coding Quick Poll Closed & Opens Same pattern but higher ratings Direct Action 15
- 16. 16 Q1000 Every week Fly conducts an omnibus to its rapidly responding Teen Panel Young Professionals Panel of 11-25 year olds with 1000 balanced responses guaranteed! Notify Fly by Monday evening to include your questions. Surveys are answered on Wednesday/Thursday with results delivered on Friday! No other omnibus responds so well and so rapidly..but then no other omnibus has the dual benefit of youth and mobile phone technology creating a more representative sample that can be achieved with on-line research.and more rapid response. Panel/Omnibus 16
- 17. MRS Webinar - November 2012 17 Scott Dodgson MMRS Paula Juson AMRS, AQR Mobile Web Best for inviting or intercepting users of mobile websites SKOPOS market insight www.SKOPOS.info
- 18. In the moment for mobile users/surfers 18
- 20. MRS Webinar - November 2012 20 Scott Dodgson MMRS Paula Juson AMRS, AQR Mobile Apps Deployed on selected mobiles, can deliver rich relevant survey experiences SKOPOS market insight www.SKOPOS.info
- 21. Embedded or downloaded java-apps can provide more visual animated surveys for event-driven (activated) or in the moment polls and CustSat. Mobile Apps 21
- 22. Mobile Apps: Case Study 22 Java survey-engine embedded on phone during repair. Self-activated once phone used again delivering short CustSat (Repair) Survey. Survey kept short via derived importance, for instance. SKOPOS market insight - Network & Handset-Maker
- 24. Source: Research Live, May 2010 iPhone Apps 24
- 25. Just like mobile ads, surveys are embedded into related mobile apps A litmus test before launching full-scale (higher budget) research A response rate of 6-16% 25
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- 27. Customer journey Absorbing Planning Obtaining Sharing How encountered? Which brand encountered? How this makes you feel? What did you do as a result of the encounter? trigger trigger trigger trigger I am not interested I am interested Questions asked at each brand interaction: The physical location of all brand interactions are mapped Through the use of the mobile platform, we can now physically map the customer journey - asking participants to record each brand interaction (and the action taken) in relation to a specific category (e.g. utilities). Im an advocate Paths to purchase 27
- 28. MRS Webinar - November 2012 28 Scott Dodgson MMRS Paula Juson AMRS, AQR Mobile Qual Rich & Rewarding SKOPOS market insight www.SKOPOS.info
- 29. Qual: What are the Options? Txt-depths Vox-Mobs Life Diaries Ethnography Pics/Video 29
- 30. Embracing the innovative - not as a replacement, but as an augmentation Qualitative: Beyond Questionnaires in Armchairs! Capturing the mood/emotion and how it impacts upon consumer attitudes and behaviours Social insights Peer-to-peer research NPD activity Mood - in the emotion - Research Studying consumer behaviours, opinions, motives & concerns in a digital environment Netnography Co-creational Exploration Tasks can either be show & tell/describe or filming/sharing Pre-recruited participants blog/video about specific activities/experiences Mobile Ethnography Smartphones now facilitate the ability to access the immediate impact, context & emotion of events and activities Mobile Qualitative Digital Blogs & Video Diaries
- 32. VoxMobs VoxPops over the mobile Panel required with correct tech 32
- 33. Case Study: Skype Vox Mobs SKOPOS market insight Fast & rich insight. Over a weekend mobile 5 min vox mobs conducted regarding internet telephony. Results analysed, edited and presented to client following week. 33
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- 36. Source: Ipsos 36
- 37. Picture capture, whenever, wherever 37
- 38. Picture capture, whenever, wherever 38
- 39. i Communities mobile are online platforms where consumers can engage in research anytime, anywhere with an app on their smart phone Discussions, flash polls and mobile-enabled surveys Makes it easy for consumers to spontaneously share whats on their mind With photo and video upload, research communities become an even more vivid reflection of consumers lives. 39
- 40. Reach your community members in real-time via push notifications Branded mobile app to engage your users Build your reward inventory - you define how your users get rewarded Run location aware research projects Apps for all leading software systems 40
- 41. MRS Webinar - November 2012 41 Scott Dodgson MMRS Paula Juson AMRS, AQR So Whats Next? SKOPOS market insight www.SKOPOS.info
- 42. Whats out there for mobile? Full internet surveys Location-based research Whats possible? 2D/QR codes Survey links can be imbedded into QR codes. QR Code (2D Code) contains information in both the vertical and horizontal directions. These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products. It means surveying people in situ. Richer & richer experiences New methods Better devices and screens Standards 42
- 44. With Older Phones, switching to Online was preferred With iphones, staying mobile is preferred 44
- 45. Personal Interviewing reinvented Multimedia interviews possible More do-it-yourself surveys Increased respondent co-operation More embedded market research 45
- 46. Location-Based Research (detected and/or triangulated) Opportunity: LBR NB: Location-based Research (LBR) is still difficult due to issues of privacy (identifying respondent-location without their permission). It is (more) possible, however, amongst opt-in/contracted business/employee audiences. Opt-in crucial here for consumers 46
- 47. Location detection & tracking 47
- 48. Multi-mode, more & more 48
- 49. Fusion & Linkage: Video Pen Portraits SKOPOS Kwal Unit conducting large- scale multi-phased research for Global Bank. Qual Stage involves Focus Groups combined with Online Diary and Mobile Pen Portraits. Each respondent provides 5 min meet me video profile to complement the other findings. SKOPOS market insight 49
- 50. WAP survey & online forum Source: Kantar Media online community discussion among England football fans following the World Cup, 10-14 November 2010 50
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- 52. Automatic capture of data on the mobile similar to cookies on PC/web Passive Measuring 52
- 53. SKOPOS MTrack TM UK active digital society Heard of augmented reality 16% 53
- 54. Reminder: Best Practice Guide 1. Ensure mobile method fits with audience/topic/client 2. Keep Surveys Short & Simple... 5 questions? 3. Engaging (Reassuring) Invites (+ opt-in) 4. Meaningful Incentives/Rewards 5. Keep Respondents Engaged (flow and above) 6. Plan and work around country variations 7. Consider and work with best (technical/panel) partners 54
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