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Royal Wedding - Mobile Market Research

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Dave King

The document discusses using multiple research methods to understand different aspects of the 2011 British royal wedding. It summarizes using an opinion poll to measure the prevailing public mood, social media listening to track online discussions, and mobile ethnography to capture people's experiences as the event unfolded. Specifically, it notes an opinion poll found continued public support for the monarchy. Social listening showed a sharp rise in "royal wedding" mentions on the day of the wedding. And a citizen journalism mobile survey saw most entries submitted on the wedding day itself.

1 of 37
THE PLACE FOR MOBILE RESEARCH? THE GREAT BRITISH ROYAL WEDDING
THE EVENT A major event like this poses a range of questions: ? What is the prevailing mood? ? What happened on the wedding day itself? ? What is the long term impact? No single research method can answer all of these questions 2
MULTI-MODE OR MULTI-CHANNEL? UNDERSTAND METHOD The prevailing mood Traditional opinion poll (telephone) The intensity of the experience Online listening (before, during, after) The citizen experience of the event Mobile ethnography as it was happening 3
QUESTION ONE WHAT IS THE PREVAILING MOOD? 4
5
TO MEASURE THE PREVAILING MOOD, WE USED A TRADITIONAL TECHNIQUE: THE OPINION POLL The Brief 1. Representative sample 2. Snapshot of public mood 3. Trends over time 4. Differences by sub-group (e.g. age) 1,000 adults, aged 18+, 15-17 April for Reuters 6
Royal Wedding - Mobile Market Research
¡°BRITAIN SHOULD REMAIN A MONARCHY¡±: IT¡¯S BEEN LIKE THIS FOR TWENTY YEARS! Would you favour Britain becoming a republic or remaining a monarchy? APRIL 2011 APRIL 1993 - 2011 100 DON¡¯T KNOW 90 7% MONARCHY 80 70 18% REPUBLIC 60 50 40 MONARCHY 30 20 75% REPUBLIC 10 0 Base: 1,000 British adults 18+, 15th - 17th April 2011. In the trend data, in some cases the question wording included: "If there were a referendum on the issue¡­¡°, in others, the wording was: ¡°Do you favour Britain electing its Head of State or do you favour Britain retaining the monarchy?¡± 8
SHOULD PRINCE CHARLES GIVE UP IN FAVOUR OF PRINCE WILLIAM? EBBS AND FLOWS IT Do you think that Prince Charles should or should not give up his right to be the next monarch in favour of his eldest son, Prince William? APRIL 2011 JANUARY 1990 ¨C APRIL 2011 100 7% 90 DON¡¯T KNOW 80 70 SHOULD NOT 60 SHOULD 50 47% 46% 40 30 SHOULD SHOULD NOT 20 10 0 Base: 1,000 British adults 18+, 15th-17th April 2011 Source: Reuters/ Ipsos MORI 9
QUESTION TWO WHAT¡¯S BEING SAID ONLINE? 10
11
WE USED A RELATIVELY NEW TECHNIQUE: SOCIAL LISTENING The Brief 1. Quantify: measure the buzz 2. Track the build up 3. Identify where buzz is coming from 4. Build a picture of what¡¯s being said 12
5 APRIL 2011 13
MENTIONS OF ¡°ROYAL WEDDING STREET PARTY¡± DATES 3000 THE DAY ITSELF 2500 2000 1500 PLANNING 1000 500 0 14
SITES MOST LIKELY TO MENTION ¡°STREET PARTY¡± TOP SITES TOP BLOGS & FORUMS twitter.com 5236 answers.yahoo.com 80 www.facebook.com 1325 forums.moneysavingexpert.com 54 www.youtube.com 175 www.digitalspy.co.uk 46 www.bbc.co.uk 107 www.digitalspy.com 33 answers.yahoo.com 80 www.thestudentroom.com 31 www.1bdnews.com 71 news.scotsman.com 30 www.telegraph.co.uk 69 profiles.google.com 27 www.dailymail.co.uk 65 www.1bdnews.com 25 www.thisislocallondon.co.uk 65 business.scotsman.com 22 feeds.bignewsnetwork.com 58 londonist.com 20 15
¡°ROYAL WEDDING¡± ONLINE MENTIONS: SHARP PEAK ON 29TH APRIL¡­ 500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 16
QUESTION THREE HOW CAN WE GET CLOSER TO WHAT WAS HAPPENING? 17
18
WHAT HAPPENED IN MIAMI? DOMINIC HARRISON ADHIL PATEL Future Foundation, UK TNS South Africa ¡°The Rise of Smart Boredom¡± Expert Panel Highlight¡­ ¡°GEO LOCATION will have the greatest impact on the future of mobile research¡± SEAN BRUICH PETER HARISON Facebook, USA Brainjuicer ¡°We need to make feedback ¡°We need to understand people easy, fun and not burdensome.¡± in context, and in the right frame of mind.¡± 19
CITIZEN JOURNALISM: Understanding citizen experience of the event and changes in perceptions and attitudes throughout¡­ Structured survey ¨C pre and post Point in Photos time feedback Research Design Royal GPS Wedding moments 20
Understanding Contribution to Social Networks The Psychology of Sharing: 5 types of motivation: 1. To bring valuable and entertaining content to others Brian Brett Managing Director, Customer Research 2. To define ourselves to others The New York Times http://www.linkedin.com/pub/brian-brett/3/55a/a53 3. To grow and nourish our relationships http://socialmediatoday.com/jillian- ney/325175/why-people-share-content-online 4. Self-fulfillment 5. To get the word out about causes or brands 21
GOALS 1: Build ¡°real-time¡± picture 2: Qualitative - 3: Behavioural - of what¡¯s happening how are people feeling what are people doing 22
MOST ACTIVITY ON THE SURVEY WAS ON THE WEDDING DAY¡­ 250 200 NUMBER OF ENTRIES 150 100 50 0 00.00 THURSDAY 00.00 FRIDAY 00.00 SATURDAY 00.00 SUNDAY 00.00 28.04.11 29.04.11 30.04.11 31.04.11 01.05.11 TIME OF ENTRY 23
ON TO THE DAY ITSELF¡­ 24
25
AS IT HAPPENED¡­ 26
A BANK HOLIDAY ¡°PLUS¡± SOMETHING SPECIAL From our texts and images we saw that most were looking forward to spending time with friends and family primarily - but the wedding also prompted interest, excitement and the chance for new kinds of parties and events, often around the TV set. SOME SAW THE WAS FOR OTHERS, IT WEDDING AS THE OF A THE CENTREPIECE BACKGROUND TO MORE FORMAL EVENT THEIR DAY¡­ 27
UNPLANNED EXPERIENCE PRE-WEDDING MORNING BRIDGERULE What are you ¡°Thinking William & Harry look very happy and at ease¡± most looking ¡°Off to the village party¡± forward to? ¡°Nothing in AFTERNOON particular¡± ¡°Children of the village having a AFTERNOON party¡± ¡°Buffet in Whitstone village hall¡± POST-WEDDING How did the Royal Wedding AFTERNOON ¡°Whitstone make you feel? village party¡± WHITSTONE ¡°Proud to be British¡± 28
PURPOSEFUL EXPERIENCE AFTERNOON ¡°We¡¯ve arrived at The Bridge, Topsham (the only pub visited by the Queen) for a special event. Looks good so far !¡± TOPSHAM MORNING ¡°We are going to a special event at The Bridge inn, Topsham and are looking forward to a great ¡°Wonderful moments, now tucking in day with bubbly, hog roast and to refreshments !!!¡± cream tea¡± EVENING ¡°Resting EXMOUTH after a memorable day¡± 29
PARTICIPANTS WERE SPREAD ACROSS GB 30
SUGGESTION OF HALO EFFECT FOR ALL ROYALS And for Britain¡¯s confidence in general? ¡°I am enjoying the wedding far more than expected. A staunch anti- royalist, my views have changed today¡± ¡°It is this type of thing that is the best of Britain, nothing to do specifically with the royal family but more to do with being a part of a community¡± 31
SHORT-TERM CHANGE: LONG TERM IMPACT? Looking to the future, do you think Britain will or will not have a monarchy in 50 years? PRE-WEDDING POST-WEDDING 27% 18% DON¡¯T KNOW DON¡¯T KNOW 9% WILL NOT WILL NOT 62% 12% WILL 73% WILL Base: 287 participants pre-wedding; 244 post-wedding 32
PART FOUR LESSONS FOR THE FUTURE 33
KEY LESSONS Can we engage ¡°regular respondents¡± in mobile research? 25% from working class backgrounds Is this interesting? 1,297 ¡°surveys¡± from 287 people 287 pre-wedding, 244 Can people multi-task? afterwards, 783 ¡°wedding moments¡± Did we get closer to a 360 degree view? 34
MOBILE RESEARCH - FURTHER APPLICATIONS ? Mass or civic events ? Pinpoint moments of highest engagement or involvement ? Identify moments where communications may be important ? Understand how communications are received in real time COMPETITIONS, BRAND THE OLYMPICS? CUSTOMER JOURNEYS? THE UNEXPECTED? LAUNCHES, TV EVENTS? 35
5 APRIL 2011 36
THE EVENT IN QUESTION 24.3 William & Kate Wedding (2011) 31.6* Funeral of Diana (1997) 32.3 Charles & Diana Wedding (1981) 28.6 England vs West Germany (1966) 32.3 Eastenders Den & Angie Divorce (1986) 30.1 JFK Assasination (1963) 24.0 Apollo 13 Splashdown (1970) 28.6 Source: BARB & BBC * including iPlayer etc. 37

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Royal Wedding - Mobile Market Research

  • 1. THE PLACE FOR MOBILE RESEARCH? THE GREAT BRITISH ROYAL WEDDING
  • 2. THE EVENT A major event like this poses a range of questions: ? What is the prevailing mood? ? What happened on the wedding day itself? ? What is the long term impact? No single research method can answer all of these questions 2
  • 3. MULTI-MODE OR MULTI-CHANNEL? UNDERSTAND METHOD The prevailing mood Traditional opinion poll (telephone) The intensity of the experience Online listening (before, during, after) The citizen experience of the event Mobile ethnography as it was happening 3
  • 4. QUESTION ONE WHAT IS THE PREVAILING MOOD? 4
  • 5. 5
  • 6. TO MEASURE THE PREVAILING MOOD, WE USED A TRADITIONAL TECHNIQUE: THE OPINION POLL The Brief 1. Representative sample 2. Snapshot of public mood 3. Trends over time 4. Differences by sub-group (e.g. age) 1,000 adults, aged 18+, 15-17 April for Reuters 6
  • 8. ¡°BRITAIN SHOULD REMAIN A MONARCHY¡±: IT¡¯S BEEN LIKE THIS FOR TWENTY YEARS! Would you favour Britain becoming a republic or remaining a monarchy? APRIL 2011 APRIL 1993 - 2011 100 DON¡¯T KNOW 90 7% MONARCHY 80 70 18% REPUBLIC 60 50 40 MONARCHY 30 20 75% REPUBLIC 10 0 Base: 1,000 British adults 18+, 15th - 17th April 2011. In the trend data, in some cases the question wording included: "If there were a referendum on the issue¡­¡°, in others, the wording was: ¡°Do you favour Britain electing its Head of State or do you favour Britain retaining the monarchy?¡± 8
  • 9. SHOULD PRINCE CHARLES GIVE UP IN FAVOUR OF PRINCE WILLIAM? EBBS AND FLOWS IT Do you think that Prince Charles should or should not give up his right to be the next monarch in favour of his eldest son, Prince William? APRIL 2011 JANUARY 1990 ¨C APRIL 2011 100 7% 90 DON¡¯T KNOW 80 70 SHOULD NOT 60 SHOULD 50 47% 46% 40 30 SHOULD SHOULD NOT 20 10 0 Base: 1,000 British adults 18+, 15th-17th April 2011 Source: Reuters/ Ipsos MORI 9
  • 10. QUESTION TWO WHAT¡¯S BEING SAID ONLINE? 10
  • 11. 11
  • 12. WE USED A RELATIVELY NEW TECHNIQUE: SOCIAL LISTENING The Brief 1. Quantify: measure the buzz 2. Track the build up 3. Identify where buzz is coming from 4. Build a picture of what¡¯s being said 12
  • 14. MENTIONS OF ¡°ROYAL WEDDING STREET PARTY¡± DATES 3000 THE DAY ITSELF 2500 2000 1500 PLANNING 1000 500 0 14
  • 15. SITES MOST LIKELY TO MENTION ¡°STREET PARTY¡± TOP SITES TOP BLOGS & FORUMS twitter.com 5236 answers.yahoo.com 80 www.facebook.com 1325 forums.moneysavingexpert.com 54 www.youtube.com 175 www.digitalspy.co.uk 46 www.bbc.co.uk 107 www.digitalspy.com 33 answers.yahoo.com 80 www.thestudentroom.com 31 www.1bdnews.com 71 news.scotsman.com 30 www.telegraph.co.uk 69 profiles.google.com 27 www.dailymail.co.uk 65 www.1bdnews.com 25 www.thisislocallondon.co.uk 65 business.scotsman.com 22 feeds.bignewsnetwork.com 58 londonist.com 20 15
  • 16. ¡°ROYAL WEDDING¡± ONLINE MENTIONS: SHARP PEAK ON 29TH APRIL¡­ 500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 16
  • 17. QUESTION THREE HOW CAN WE GET CLOSER TO WHAT WAS HAPPENING? 17
  • 18. 18
  • 19. WHAT HAPPENED IN MIAMI? DOMINIC HARRISON ADHIL PATEL Future Foundation, UK TNS South Africa ¡°The Rise of Smart Boredom¡± Expert Panel Highlight¡­ ¡°GEO LOCATION will have the greatest impact on the future of mobile research¡± SEAN BRUICH PETER HARISON Facebook, USA Brainjuicer ¡°We need to make feedback ¡°We need to understand people easy, fun and not burdensome.¡± in context, and in the right frame of mind.¡± 19
  • 20. CITIZEN JOURNALISM: Understanding citizen experience of the event and changes in perceptions and attitudes throughout¡­ Structured survey ¨C pre and post Point in Photos time feedback Research Design Royal GPS Wedding moments 20
  • 21. Understanding Contribution to Social Networks The Psychology of Sharing: 5 types of motivation: 1. To bring valuable and entertaining content to others Brian Brett Managing Director, Customer Research 2. To define ourselves to others The New York Times http://www.linkedin.com/pub/brian-brett/3/55a/a53 3. To grow and nourish our relationships http://socialmediatoday.com/jillian- ney/325175/why-people-share-content-online 4. Self-fulfillment 5. To get the word out about causes or brands 21
  • 22. GOALS 1: Build ¡°real-time¡± picture 2: Qualitative - 3: Behavioural - of what¡¯s happening how are people feeling what are people doing 22
  • 23. MOST ACTIVITY ON THE SURVEY WAS ON THE WEDDING DAY¡­ 250 200 NUMBER OF ENTRIES 150 100 50 0 00.00 THURSDAY 00.00 FRIDAY 00.00 SATURDAY 00.00 SUNDAY 00.00 28.04.11 29.04.11 30.04.11 31.04.11 01.05.11 TIME OF ENTRY 23
  • 24. ON TO THE DAY ITSELF¡­ 24
  • 25. 25
  • 27. A BANK HOLIDAY ¡°PLUS¡± SOMETHING SPECIAL From our texts and images we saw that most were looking forward to spending time with friends and family primarily - but the wedding also prompted interest, excitement and the chance for new kinds of parties and events, often around the TV set. SOME SAW THE WAS FOR OTHERS, IT WEDDING AS THE OF A THE CENTREPIECE BACKGROUND TO MORE FORMAL EVENT THEIR DAY¡­ 27
  • 28. UNPLANNED EXPERIENCE PRE-WEDDING MORNING BRIDGERULE What are you ¡°Thinking William & Harry look very happy and at ease¡± most looking ¡°Off to the village party¡± forward to? ¡°Nothing in AFTERNOON particular¡± ¡°Children of the village having a AFTERNOON party¡± ¡°Buffet in Whitstone village hall¡± POST-WEDDING How did the Royal Wedding AFTERNOON ¡°Whitstone make you feel? village party¡± WHITSTONE ¡°Proud to be British¡± 28
  • 29. PURPOSEFUL EXPERIENCE AFTERNOON ¡°We¡¯ve arrived at The Bridge, Topsham (the only pub visited by the Queen) for a special event. Looks good so far !¡± TOPSHAM MORNING ¡°We are going to a special event at The Bridge inn, Topsham and are looking forward to a great ¡°Wonderful moments, now tucking in day with bubbly, hog roast and to refreshments !!!¡± cream tea¡± EVENING ¡°Resting EXMOUTH after a memorable day¡± 29
  • 31. SUGGESTION OF HALO EFFECT FOR ALL ROYALS And for Britain¡¯s confidence in general? ¡°I am enjoying the wedding far more than expected. A staunch anti- royalist, my views have changed today¡± ¡°It is this type of thing that is the best of Britain, nothing to do specifically with the royal family but more to do with being a part of a community¡± 31
  • 32. SHORT-TERM CHANGE: LONG TERM IMPACT? Looking to the future, do you think Britain will or will not have a monarchy in 50 years? PRE-WEDDING POST-WEDDING 27% 18% DON¡¯T KNOW DON¡¯T KNOW 9% WILL NOT WILL NOT 62% 12% WILL 73% WILL Base: 287 participants pre-wedding; 244 post-wedding 32
  • 33. PART FOUR LESSONS FOR THE FUTURE 33
  • 34. KEY LESSONS Can we engage ¡°regular respondents¡± in mobile research? 25% from working class backgrounds Is this interesting? 1,297 ¡°surveys¡± from 287 people 287 pre-wedding, 244 Can people multi-task? afterwards, 783 ¡°wedding moments¡± Did we get closer to a 360 degree view? 34
  • 35. MOBILE RESEARCH - FURTHER APPLICATIONS ? Mass or civic events ? Pinpoint moments of highest engagement or involvement ? Identify moments where communications may be important ? Understand how communications are received in real time COMPETITIONS, BRAND THE OLYMPICS? CUSTOMER JOURNEYS? THE UNEXPECTED? LAUNCHES, TV EVENTS? 35
  • 37. THE EVENT IN QUESTION 24.3 William & Kate Wedding (2011) 31.6* Funeral of Diana (1997) 32.3 Charles & Diana Wedding (1981) 28.6 England vs West Germany (1966) 32.3 Eastenders Den & Angie Divorce (1986) 30.1 JFK Assasination (1963) 24.0 Apollo 13 Splashdown (1970) 28.6 Source: BARB & BBC * including iPlayer etc. 37

Editor's Notes

  • #8: Talk about timing¡­ something that never showed up before, but is since this was collected is Europe