APresenta*onfrom TheFes*valofNewMR–MainStageb219de03d4fa586d9adb... · APresenta*on"from"...
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A Presenta*on from The Fes*val of NewMR – Main Stage
5 December 2012 Research Goes Mobile
Findings from initial smartphone application research
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org
Sally Joubert Luma Research
Mar4n Tomlinson Research Now
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert and Martin Tomlinson
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
We are now symbiotic with the internet
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Of users expect the mobile experience to be better than or equivalent to using a laptop or desktop computer
85% Of US mobile web users only access the web from their mobile devices
25% Sources: Harris Interactive & Tealeaf, On Device Research & Mobithinking
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
And user interface is improving ...
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
But let’s be realistic ...
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
…appreciate the role of mobile in consumer
life...
…and understand the implications for
our industry...
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
2011 – Phase 1 Phase 2 2010
Goal to explore feasibility, practicality, reliability and value of mobile ad testing.
Research in Practice – Luma Advertising Testing
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Two Phases of Parallel Testing
2011 the kindergarten era for app-based surveys initial research was done using static advertising
2012 the primary years with developments
in mobile technology video advertising was tested
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
2 x N=200 2 x N=200
Re-thinking – a 5 minute questionnaire
2011 Study in UK and Australia
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Smartphone Survey – 56% completed out of working hours
Online Desktop Survey – 21% completed out of working hours
Key Finding – Time of Day
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Key Findings – Brand Bonding Completely Consistent
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Smartphone as a data collection platform does not have a direct impact on brand feelings measurement
Key Implication along the way…
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Too good to be true – Some inconsistency
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Two video ads
Same 5 minute questionnaire plus opt in post survey passive data collection
2 matched samples of N=104 and N=107 across
Smartphone or Desktop
30 opted into the passive data collection – an
encouraging result!
2012 Phase Two Study in Australia
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Smartphone Survey – 90% completed out of working hours
Online Desktop Survey – 60% completed out of working hours
Key Finding – Time of Day mainly out of hours
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Source: add+impact® Quick Check Brand Bonding ratings
Key Finding – Brand Bonding Completely Consistent again
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Source: add+impact® Quick Check Attention ratings
Key Finding – Attention now Consistent… even when we drilled down further
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
6.0 Benchmark
Old
Fash
ion
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Online
Mobile
Att
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tio
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Sam
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Fo
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Ori
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10
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7
6
5
4
3
2
1
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Attention Elements – Kleenex
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
6.0 Benchmark
Old
Fash
ion
ed
Online
Mobile
Att
en
tio
n o
nce
Sam
e o
ld T
hin
g
Fo
rge
ttab
le
Ori
gin
al
En
tert
ain
10
9
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6
5
4
3
2
1
0
Attention Elements – McDonald’s
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Untouched Potentials Entertained Committed
Mobile
Mobile
Online
Online
Implications?
Proportion Committed
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
There are some encouraging consistencies when comparing Online
to Mobile….
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Passive data collection is the next dimension….
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
…what about methodological development…?
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Thank you
Questions?
Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1
Q & A
Sue York NewMR
Mar:n Tomlinson Research Now
Sally Joubert Luma Research