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APRIL 1-3, 2014 TORONTO
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
Same Methodology: New Technology
Unique Features
Guidelines and Regulations
2
Is Mobile Qual a New Method?
1
2
3 © Field Agent, Inc. 2014
Mobile Interview
Mobile Community
Same Methodology: New Technology
Shop-a-long In Person Interview
Online Community
+ +
© Field Agent, Inc. 2014
1
Unique Features (Quality Control)
History
Time Stamp
GPS Marker
Media
© Field Agent, Inc. 2014
2
© Field Agent, Inc. 2014
Guidelines and Regulations 3
© Field Agent, Inc. 2014
Guidelines and Regulations 3
Key principles • Distinguishing market, social and opinion research as a purpose • Conforming to law • Consent and notification • Protecting personal data • Ensuring no harm • Children • Reputation of the industry • Reporting
Special considerations for certain social media • Downloadable and web-based apps • Passive data collection • Photographs, video and audio recordings • Mystery Shopping • Incidental data • Appropriate design
A few things that we’ve learned along the way…
© Field Agent, Inc. 2014
Why people freely engage on mobile?
• People are now used to sharing thoughts and photos
• New Apps enable sharing photos in a fast and easy way
• Mobile Technology providers are capitalizing on a normal progression
Technology è usage è habit (code/app)
© Field Agent, Inc. 2014
Where does Mobile fit?
Mob
ile
(loca
tion
spec
ific)
Know
ledge N
etworks
Kno
wle
dge
Net
wor
ks
Mobile
(location specific)
1 10
Family and
Friends
Fam
ily a
nd
Frie
nds
Panel D
P
anel C
Panel B
P
anel A
Consumer Centric
Shopper Centric
National (location specific)
Representative
Pan
el D
P
anel
C
Pan
el B
P
anel
A
Pan
el u
sing
cel
l ph
ones
© Field Agent, Inc. 2014
How we connect via Mobile
© Field Agent, Inc. 2014
Web App
Text Native App
Passive
Quant
Qual
© Field Agent, Inc. 2014
Mobile Data Categories
?
123 ?
Hackers
Device Size
Trust in Data
© Field Agent, Inc. 2014
Issues with Mobile “Today”
Speed
Cost Coverage
© Field Agent, Inc. 2014
Where does Mobile win?
Point of Influence™
Mobile Supplements Current Research
© Field Agent, Inc. 2014
Point of Influence™
© Field Agent, Inc. 2014
Zero Moment of Truth (determining a need/want)
First Moment of Truth (product/service selection)
Second Moment of Truth (product/service usage)
Information at the Point of Influence™
Point of Influence™:
? 123 insights
data
photos video
© Field Agent, Inc. 2014
© Field Agent, Inc. 2014
Conducting Private Projects
Second Moment of Truth (product/service usage)
R&D Example
© Field Agent, Inc. 2014
Sample Photos
Diaper After Use
Diaper After Use
© Field Agent, Inc. 2014
Conducting Ideation and Concept Testing
© Field Agent, Inc. 2014
Usage Confirmation (In Home example)
Electric Outlets
Media Mount
Device Mount Lighting
© Field Agent, Inc. 2014
Device Adaptors
Electric Outlets
Lighting
Integrated adaptors or USB hookups for popular devices
Neat, organized electrical outlets integrated
Rope and clip lighting that fits without overheating
Concept Testing
© Field Agent, Inc. 2014
Usage Confirmation (In Home example)
23
Rick West
CEO, Field Agent
Jeff Doucette General Manager, Field Agent Canada
Contact Information
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO
