Ray Poynter Mobile Market Research 101

Mobile Market Research 101 Ray Poynter, UK, March 2015

Mobile Market Research 101

Ray Poynter The Future Place

26 March 2015

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger Associates


Agenda

• Context – why the interest in Mobile

• Quant and Qual – how is mobile being used

• Passive data collection

• Location-based research

• The cutting edge of mobile

• Ethics – what are the key issues/challenges

• Q & A


Pre-webinar Survey

Webinar reminder had link to simple survey

Designed to illustrate some of the mode related issues

You can still try it at http://bitly.com/1FTVl85


Latest results for http://bitly.com/1FTVl85 Completes: 21, Partials: 11, Total: 32

20 3

7

2

Device Used

Smartphone

Tablet

PC

Other

30

6

1

14

1

Online

CATI

F2F

Mobile apps

None

Surveys in last year


Latest results for http://bitly.com/1FTVl85


Latest results for http://bitly.com/1FTVl85

Question N

Device type, single pick, forced 32

Types of survey, multi (same page PC) 31

Favourite sports team, short open, forced 25

Why favourite, long open (same page PC) 22

% online in 2020, slider 19

4 number, constant sum (same page PC) 20

Final comments, long open (same page PC) 18


So, what were your thoughts about how your device impacted on your survey experience? Note, I used this platform, as opposed to a leading MR platform, to avoid endorsing any specific product.

• Typed less in openends. Wouldnt have taken if it werent on a smartphone as that is where i access twitter.

• Easy to press buttons, hard to type much. Have kept answers shorter

• Easier to commit to answering the survey ... But had to scroll down a bit to hit 'next' which was slightly annoying

• Slider scale % a bit small to read and giddy to slide from the back of a wobbly cab. Opening in browser within LinkedIn iPhone app meant that next button was stuck off bottom of screen so had to reopen link in Safari. Otherwise, like it.

• It didn't really impact it at all

• Overall good

• terrible survey, won't be attending webinar because of it (PC)

• Will type less on my tablet's touchpad (Tablet)


What do we mean by mobile?

Mobile Device

Phone

Smart Feature (Dumb?)

Tablet Phablet


Forms of mobile market research

• Mobile surveys

• Mobile qual

• In the moment

• Participative research

• Passive data

• mCATI

• mCAPI


Why is mobile so important? Ubiquity of phones

– Increasingly of smartphones

– Over 60% of UK/USA adults have a smartphone

Always with us

The drift from PC to tablet

‘In the moment’ research

Participative research

Behaviour instead of recall/opinion

Multimedia – qual and quant

And, because many research

participants insist on using them!


Mobile is already here

About 30% of online surveys attempted by people using mobile devices

– Less than 25% of studies are mobile friendly

30-50% of all CATI interviews are via mobile

– Pew target 65% to be mobile, up from 25% in 2008

Tablets and mobiles becoming the devices of choice for CAPI

Pre-webinar Survey What % of survey will be taken via mobile in 2020?

70%

65% completed the survey on mobile.


You don’t get to choose about mobile

People who are taking our surveys are using mobile

– Even if the survey is rubbish on mobile

– Even if we ask them not to – And in some cases, even when

we try to detect them

Is it our job to fight research participants, or help them? (n.b. rhetorical question)


Apps?

An app is software downloaded onto a mobile device

– Games, maps, books, calculators

– And research apps

Research apps include – Surveys

– Qual (including mobile diaries & ethnography)

– Passive (more on this in a moment)


Apps, Pluses and Minuses

Positives

• Does not necessarily need the internet to be available

• Can access more of the phones features: – Locations

– Sensors

– Camera/Video

• Push notification

Negatives

• Must be downloaded – Technical issues

– Respondent reluctance

• Must be written for each platform


Mobile Web versus Apps

Mobile Browser

Easier, but more limited Most surveys are via browser

Apps

More powerful, but harder Most geo, in-the-moment,

and push is via app


Mobile surveys scorecard Slightly slower to create

Slightly more expensive

Pressure to use shorter surveys

Less RoR on what works

Sample frame often different

Same questions can give different results

Responses come in faster

Some people who would not do PC surveys do mobile ones

Most questions seem to give the same answers

Information can be more accurate

Data can include more information (location, video etc.)

Most mobile surveys are completed at home or in the office At the moment


Online Surveys – mobile advice

Long surveys are a bad idea

If you have something that does not work on mobile your options are

A. Stop mobile respondents (generally a bad thing)

B. Have bad data (generally a bad thing)

C. Choose a design that does work on mobile (best when possible)

Test all surveys on your smartphone, in addition to formal processes

Use shorter questions, answers, cut back the clutter, & make it intuitive

Flag your data by device and check for mode effects (different answers) and sample effects (different people)

Responsive designs are best, including slider to numbers and reduction in ornamentation


How many cereals? How many boxes of cereal do you have at home? • 0 • 1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 or more

Please take a photograph of the cereals you have at home.

Example from MMR


Mobile Qual


Mobile Qual


Mobile Qual


Mobile Qual


The difference between Qual & Quant?

The type of data collected – mobile quant is collecting images, videos etc

The software used – often the same software is used by qual and quant

The type of sample – often panels, customer list or research communities used for both

The type of analysis

The sample size


The smartphone

Accelerometer

Temperature

Gravity

Gyroscope

Light

Air pressure

Proximity

Humidity

GPS Call activity

App activity

Internet usage

WiFi

Bluetooth

Cameras

Near Field Comms

GSM/CDMA

Biometrics


What is Passive Data?

Passive data does not require the respondent to enter the data

Examples: – Location data collected automatically – Phone usage data – Internet usage data – Movement, temperature, light etc. – Interactions with other phones and services

Requires permission


ID Time Started Len Device Long Lat Country 13 24/03 19:09 02:08 Windows NT 6.1; WOW64 15.00 46.00 Slovenia 14 24/03 19:10 02:11 iPhone; CPU iPhone OS 7_1_2 -0.35 51.47 United Kingdom 16 24/03 19:21 03:04 iPhone; CPU iPhone OS 8_1_3 19 24/03 19:37 02:35 iPad; CPU OS 7_1_2 -70.70 19.45 Dominican Republic 18 24/03 19:28 03:18 iPhone; CPU iPhone OS 7_0_6 151.22 -33.88 Australia 26 24/03 21:22 05:50 Macintosh; Intel Mac OS X 10_10_2 120.82 15.10 Philippines 27 25/03 00:00 02:47 Linux; Android 5.0; SM-G900FD 43.50 42.00 Georgia

Passive Data from Pre-webinar Survey


Running a half marathon with RunKeeper Location, terrain, what I passed, speed, incline, calories. Could also have collected heart rate, food intake and more


Geo

Geotracking – interesting but difficult and most of the results are not useful to marketers yet

Geofencing – a major growth area – Create a boundary around a site (say a Starbucks)

– When somebody enters or leaves their phone ‘knows’

– Launch marketing, information, or market research


mCAPI Tesco Customer Satisfaction

F2F, at 950 stores in UK

100 interviews per 2 weeks, per store

50,000 interviews per week Case study provided by Marketing Sciences

and Tesco and reported in Handbook of Mobile Market Research.


mCAPI

Trade Census

Multi-country, multi-culture

Mobile phone + app

GPS: location & tagging

Surveys

Photos Recording of presentation by Confirmit’s Miguel Ramos available on NewMR


In the moment

The hottest thing in mobile is ‘in the moment’

Collecting data when things happen

Not relying on people’s memory

Examples: – When travelling

– When shopping

– When using a service


A day in the life

1578 beverages

400 consumers

1 day

Mobile Diary

Thanks to Vision Critical for sharing this case.


Diary framework

BEVERAGES

Who?

What?

Why?

When?

Where?

What else?


Mobile interface


What and when?

0%

20%

40%

Before 7am 7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm

Coffee

Tea

Fruit Juice

Fizzy drink

Energy Drink

Water

Alcoholic drink


Ebola and mobile phones


Aberdeen, Scotland • WiFi units stationed around the

city centre • Identify the MAC address of

mobile phones • Unique, but ‘anonymous’ • Track movements around the

shopping area • No permission requested


Kingsgate Shopping Mall Huddersfield, Yorkshire (UK)


More Mobile


3 Learnings from Google Glass?

1. It is hard to do mainstream research without good (research-focused) software

2. Large amounts of video are too expensive to process

3. Privacy concerns about third-parties are hard to comply with


Ethics

ALL the normal rules apply – Even if they are not explicitly stated

Plus! – Safety

– INFORMED consent

– Third party information

– Restrictions • Airports

• Children

• When driving

• Location (in some countries)


7 Key Trends

1. Smartphones

2. Tablets rivalling PCs

3. More sample sources

4. Device agnostic

5. In the moment and participative research

6. Large amounts of unstructured / ‘qual’ data

7. Privacy and ethical concerns


7 Things to Watch

1. Voice recognition

2. Web messaging

3. More location tools: WiFi, cell tower, GPS, beacon, RFID, Bluetooth and more

4. Biometrics, facial coding, voice analysis

5. Android panel of 1 Billion

6. Passive media monitoring via smartphone

7. Single source data – including smartphone


Finding out more about mobile University of Georgia MRII Principles of Marketing Research http://bit.ly/1HEuZpn

Also Reports, e.g. Decipher Guidelines, e.g. ESOMAR IIeX MRMW NewMR recordings


Big Picture • Mobile is here, it is big, and

companies don’t get to tell participants what to use.

• If it doesn’t work on mobile, you probably shouldn’t be doing it.

• Check everything you do on your mobile phone – if it is too hard/unpleasant for you, it is too hard/unpleasant to use.

• Before 2020, a majority of surveys will be via mobile, embrace it now or be left behind.

• Research tends to use apps when they have to, otherwise they use mobile browser – so app use will grow.

• It is easier to persuade people to download apps if you have a relationship, e.g. panel or community.

• Most of the exciting location-based work is marketing not research at the moment.

• The biggest win is design, not tech. The biggest problem will be ethics not tech.


Thank You!


Q & A

Ray Poynter The Future Place

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger Associates