MRS SKOPOS Mobile Webinar Part 1
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Transcript of MRS SKOPOS Mobile Webinar Part 1
MRS Webinar - October 2012
Mobile-Based ResearchOptions & Best Practice
Hands On Research Is HereBut How Do We Handle It?
1Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
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MRS Webinar - October 2012
Introductions
3Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
Scott DodgsonScott DodgsonDirector - Research, Insight, Consulting, SKOPOS market insightDirector - Research, Insight, Consulting, SKOPOS market insightEver 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.
Scott’s 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, McDonald’s, Genworth Financial, Coca Cola, Royal Mail, DHL and many more.
Paula JusonPaula JusonDirector - Research, Insight, Consulting, SKOPOS market insightDirector - Research, Insight, Consulting, SKOPOS market insightPaula 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.
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MRS Webinar - October 2012
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SESSION 1
Mobile Research - An Overview
Options, Opportunities & Obstacles
SKOPOS market insightwww.SKOPOS.info
& mobile for over 10 years
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Paula Juson AMRS, AQR
What is Mobile Research?
SKOPOS market insightwww.SKOPOS.info
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The channel rather than the topic of
Research
Focus on Active v Passive
Techniques
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Paula Juson AMRS, AQR
Context:
SKOPOS Research on Research
Extent of (Active) Mobile Research
SKOPOS market insightwww.SKOPOS.info
High data costs
Technical difficulties
Voice/ SMS usage ruled
Virtually zero mobile content consumption/ commerce
Lacked audience relevanceLacked audience relevance
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Lacked method relevanceLacked method relevanceSKOPOS reviews over 2000 - 2003:
concluded with:
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Be aware: over 80% at home/work when on ‘mobile’ (so not on the move)
80% at home/work
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“The issue for me is it’s only suitable for asking one or two questions, whereas we
tend to want to use longer surveys.”
Dee Knott,Insight Manager
“I think mobile is the current flavour of the month – it is hugely powerful for quick,
location based stuff, but as with many new innovations some are currently seeing it as the solution to everything which it clearly
isn’t.”
Tim BrittonCEO, YouGov
Source: Meaning Research 2010 Lacks agency and client relevance?Lacks agency and client relevance?
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Paula Juson AMRS, AQR
But is it The Next Big Thing?
SKOPOS market insightwww.SKOPOS.info
We think the market is ready...
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76%Global reach for mobile
subscriptions withinworld populationSource: International Telecommunication Union
• Reaches the most difficult of geographies and situations
Source: Market Research
Global Alliance
Virtually everyone has a mobile
Audience relevanceAudience relevance
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The numbers involved are now sizeable!
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Source: HubSpot, 2012
““When people leave home, they take 3 things with them, their wallet, keys and mobile phone”
MobilesAre wallets
& of course, it’s Anytime, Anyplace, Anywhere
Audience relevanceAudience relevance 20
With richer content arriving all the time...
Audience relevanceAudience relevance
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Source: HubSpot, 2012
Smartphones drive mobile engagement...
Audience/topic/research relevanceAudience/topic/research relevance
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Media players, addresses, wallets, what next?
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Numbers are
addresses
MobilesAre
wallets
Audience/Topic relevanceAudience/Topic relevance
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17% have paid/ordered using mobile
Have bought online 95%
Have ordered something via social network sites 6%
SKOPOS MTrackTM
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26Audience/Topic relevanceAudience/Topic relevance
All especially for the young(er) ones...
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Paula Juson AMRS, AQR
Does Mobile Research Matter
(if so little is being done just yet)?
SKOPOS market insightwww.SKOPOS.info
Source: GlobalPark
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Mobile-Only HH’s More Prevalent...
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Source: Neilsen
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Surveys getting richer & better...
*Courtesy of Fly Research
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And it has a Multitude of Options & Possibilities
A Multi-Channel Channel
Many methods within the Method
SKOPOS market insightwww.SKOPOS.info
Short surveysShort surveysQuick pollsQuick polls
Ad hocAd hocTrackingTracking
Verbatims/OpensVerbatims/Opens
Access PanelsBespoke Panels
Omnibuses
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Verbatims/OpensVerbatims/OpensTxt-depthsTxt-depthsVox-MobsVox-MobsLife DiariesLife Diaries
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Qual: What are the Options?
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Paula Juson AMRS, AQR
The Drivers & Opportunities
SKOPOS market insightwww.SKOPOS.info
The 5 R’s that Drive Mobile Audience (e.g. youth)Audience (e.g. youth) Topic (e.g. mobile)Topic (e.g. mobile) Client (e.g. Vodafone)Client (e.g. Vodafone)
95% txts arr in 10 secs95% txts arr in 10 secs 94% of txts are read 94% of txts are read (v 25% email)(v 25% email)
2 x mobiles as PC’s2 x mobiles as PC’s No location restrictionsNo location restrictions All agesAll ages Incl hard to reach ‘youth’Incl hard to reach ‘youth’
Always with youAlways with you Un-fixed locationUn-fixed location
FamiliarFamiliar
PhotosPhotos VideosVideos DiariesDiaries AppsApps
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To the audienceTo the audienceTo the topicTo the topicTo the clientTo the client
Mobile Networks, Mobile Media and Mobile Advertisers Mobile Networks, Mobile Media and Mobile Advertisers so far more likely to request/use Mobile Researchso far more likely to request/use Mobile Research
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Local & GlobalLocal & Global
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Mobile is a great platform on which to access niche marketsMobile is a great platform on which to access niche markets
Mobile-only internet marketsMobile-only internet markets(mostly emerging)(mostly emerging)
The youth marketThe youth market
Source: Lightspeed Research
India 49%Opera Software
China 12%CNIC
49 million
578 million
Source:
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Source:
Geo-location based responsesGeo-location based responses
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• 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%
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Paula Juson AMRS, AQR
The Obstacles, Challenges &
Limitations
SKOPOS market insightwww.SKOPOS.info
Key Obstacles & Limitations
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Unable to reach older, less ‘tech savvy’ respondentsUnable to reach older, less ‘tech savvy’ respondentsNot as popular as online research (but Not as popular as online research (but great for great for
short surveysshort surveys))Half a dozen questions is just about the limit in an Half a dozen questions is just about the limit in an
SMS interviewSMS interviewRespondents may switch off sound, needs to be kept Respondents may switch off sound, needs to be kept
simplesimpleCapabilities of handsets different (technical)Capabilities of handsets different (technical)
Screen small on many phones so seen as ‘fiddly’Screen small on many phones so seen as ‘fiddly’Low awareness of message/data costs (concerns)Low awareness of message/data costs (concerns)
Q. Will a survey regarding
health provision for the over 60’s,
including a conjoint exercise,
work over the mobile?
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What do I do?
Why not take a mobile survey?
Costs key barrier so far
(but reducing)
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Mobile Diary Mobile Diary with Geo-Trackingwith Geo-Tracking
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**
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It’s different !
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Paula Juson AMRS, AQR
Finally: Simple Solutions
& Some Success Stories
SKOPOS market insightwww.SKOPOS.info
Best Practice Guide
1.1. Ensure mobile method fits with audience/topic/clientEnsure mobile method fits with audience/topic/client
2.2. Keep Surveys Short & Simple... 5 questions?Keep Surveys Short & Simple... 5 questions?
3.3. Engaging (Reassuring) Invites (+ opt-in)Engaging (Reassuring) Invites (+ opt-in)
4.4. Meaningful Incentives/RewardsMeaningful Incentives/Rewards
5.5. Keep Respondents Engaged (flow and above)Keep Respondents Engaged (flow and above)
6.6. Plan and work around country variationsPlan and work around country variations
7.7. Consider and work with best (technical/panel) partnersConsider and work with best (technical/panel) partners
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More Next Week...
64Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
MRS Webinar - October 2012
Next Session (2)
More Detail on Mobile Research - maximising the effectiveness of the “in the emotion” medium
- Getting it right- Case Studies- Where next?
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Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
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