Relevance, relevance, relevance! A call to arms (hands, fingers & thumbs) for mobile research 2nd International Conference on Market Research in the Mobile World July 2011
Darren Mark Noyce MMRS MCIM
Founder & Managing Director
SKOPOS market insight - Europe (London)
www.SKOPOS.info
Relevant adj.
Bearing upon or connected with the
matter in hand.
“If you don’t have a mobile strategy, then you don’t have a strategy". -Eric Schmidt, Google
Prologue: Mobile is Relevance…
2
Any method is best when relevant...
3
To the audience
To the topic
To the client
Summary: Arms, Hands, Fingers & Thumbs
4
High Data costs
Technical Difficulties
Voice/ SMS usage ruled
Virtually zero content consumption/ commerce
Lacked user relevance SKOPOS review 2003, concluded with:
Lacked research utility
The past : mobile given the elbow….
5
Is this dawn or just a long night…?
7%
93%
Sales Of agencies use ‘mobile’
Source: Meaning Research 2010
6
“I have reservations over privacy, and moreover robustness and reliability – but I can see potential – indeed my concerns may be overcome once I have more experience of this as a method for delivering true insight (rather than just data).”
Paul Hardcastle, Head of Consumer Research and Insights
“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
Clients: a gradual awakening to mobile?
“I have seen this method of research collection being applied across the industry and now have a lot more exposure to it. Regarding the robustness/reliability of respondents' answers via mobile, I still have some reservations but I do see mobile's advantages now. The method will mature over time and it is something we are starting to consider using here at Yahoo! ”
– Feb 2011
“I have reservations over privacy, and moreover robustness and reliability – but I can see potential – indeed my concerns may be overcome once I have more experience of this as a method for delivering true insight (rather than just data).”
– July 2009
Paul Hardcastle Head of Consumer Research
and Insights
7
The present (1): Now, Mobile is Handy
8
9
Virtually Everyone Has a Mobile
76% Mobile subscription within world population
Source: International Telecommunication Union
• Reaches the most difficult of geographies and situations
Source: Market Research Global Alliance
“When people leave home, they take 3 things with them, their wallet, keys and mobile phone”
& Of course, It’s Anytime, Anyplace, Anywhere
10
Source: Jan Chipchase
Numbers are addresses
Mobiles Are wallets
& increasingly anything !
The present (2): Smartphones, Apps & TapTap
11
The mobile web is taking off (at last)
12
Source: ExactTarget
Traffic from mobile devices such as Smartphones has increased 5x in the past two years
Smartphones are helping
12% have paid/ordered using
mobile
13
Have bought online 95%
Have ordered something via social network sites
6%
m-commerce growth
SKOPOS MTrackTM
1006 UK Active Digital Society
eBay proves viability of the mobile channel
30m+ Downloads
$2bn Mobile sales
190 Countries
14
...and others are catching on
Changed title from ‘Paypal payment apps’ to faciliate flow. The phrase “you’re on the go, so now we’re on the go” just jumps out, and here Pizza
Express is doing everything to go mobile. Paypal is def a catalyst.
PayPal Payment Apps...
15
Social is Going Mobile…
“If I had to guess social commerce is the next area to
really blow up”
Mark Zuckerberg, August 23rd 2010
16
30% Mobile owners already access social networks via mobile (UK)
The Future: Mobile gets Thumbs Up
17
Clients see Utility & Relevance…
18
Mobile-based research is increasingly
relevant.
Of course, the head of Google is saying that
mobile is the future (as a media, advertising,
information and commercial platform).
And at News International we’re working on
precisely this. The publishing world has
become absorbed with apps, and here
we’ve just launched (end June) our new
Times/Sunday Times smartphone app,
alongside our iPad app.
So, from our point of view it’s…
1/. Partly about reaching customers who
are using our products on mobile platforms,
using those platforms for soliciting participation
in research, and using the platforms to deliver
the surveys.
2/. But it is also about declining response rates
and research engagement generally,
so we have to adapt to reaching our
audience in smarter ways.
David Howells, Manager, Insight, News International
(The Times/Sunday Times), June 2011
Phones that give out smells
Phones that measure heart-rate
Phones that know your mood
Phones that send deals/ discounts dependent on location
Phones with voice operated applications
Phones with Bar-Code scanning to source best prices
19
Acceptance/Likelihood to use in future…
Lack of knowledge and experience often drives rejection…
9% 26% 16%
29% 33% 46%
SKOPOS MTrackTM
1006 UK Active Digital Society
20
.. But increased engagement drives MR acceptance
UK active digital society 40%
m-gamblers
m-book readers
82%
SKOPOS MTrackTM
506 UK Active Digital Society
78% travel m-researchers
74%
m-shoppers 81%
Would consider completing a mobile survey in future
New & Enriched Insights: Fusion & Linkage
21
Multi-mode, more & more...
•Participants take notes, photos and videos of relevant items
during their day
• Photos and key details are automatically uploaded to an
online diary
Response richness
Participant engagement
• Geo-location based responses
Enriched insights: Geographical triangulation
• Additionally, the technology now exists to physically track the shopper journey (in & out of store) - via the mobile
22
• Audiences • Topic • Client
• 95% txts arr in 10 secs • 94% of txts are read (v 25% email)
• 2 x mobiles as PC’s • No location restrictions • All ages
• Always with you • Un-fixed location • Familiar
• Photos • Videos • Diaries • Apps
The 5 R’s that drive mobile research...
Relevance
Relevance
Relevance
Reach
Response Speed & Real-Time
Really
handy
Richness
23
Any method is best when relevant...
24
To the audience
To the topic
To the client
Relevance will propel mobile …
25
Increased digital engagement
M-web proliferation
The rise of m-commerce
Client acceptance & portals -Clients’ mobile awakening -Apps as an entry point
Reach Richness Real-time Really handy
Relevance
In short: Arms, Hands, Fingers & Thumbs Up!
26
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter