CASRO Presentation - Evolving Mobile Research Methods

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This document discusses evolving mobile research methods to better meet respondents on their own devices. It notes declining cooperation rates and quality concerns with traditional methods. New mobile opportunities include one-to-one marketing, measurement, and access to non-landline users. Challenges include the personal nature of phones and app overload. Current mobile applications include text, web, and app-based surveys as well as hybrid methods. Best practices include keeping surveys short and simple with minimal content and complexity. The mobile landscape is changing rapidly with new devices, capabilities, and partnerships.

Technology Business

Meeting respondents on their home turf Evolving mobile research methods that work

TODAY WE’LL COVER Evolution & the respondent experience The mobile opportunity Current mobile research applications Best practices Tips for staying ahead of the curve….

WHAT’S WORKED IN THE PAST ISN’T WORKING NOW. ,[object Object]

Quality concerns (time to stop pointing the finger at panel!)

Respondents are using their cell phones to access content

Research technologies must evolve…Keep respondents engaged! Connect using relevant communication modes!

It’s not just about using technology to create PRODUCTS… It’s about utilizing technology to improve the EXPERIENCE. Stop focusing on products!

The mobile experience Evolving quickly…(daily)! INSERT VIDEO

What’s your market positioning? Choose your position…. Would you rather be FIRSTin market OR…. BESTin market?

One to one marketing (direct connection)

Exposure to respondents without landlinesCon’s Mobile devices are “personal” Consumers want control Concern over fees (Digital Sidebar?) Limited device penetration & application burnout Deceptive distribution/developer techniques

THE MOBILE OPPORTUNITY 1.5 TRILLION text messages sent in 2009 90%+ of phones are mobile internet ready 1 in 5 access the internet at least 1x per day

RESEARCH MUST GUIDE METHODS/TECHNOLOGY The “shame” factor…. Be aware of respondent limitations… Mobile browser Survey apps

THE TABLET OPPORTUNITY Tablet sales rose 124% from Q3 to Q4 2009* Keep in mind country differences…. * IMS Research via Daily Tech

Allows use of interactive questionsDon’t forget your internet connection!

Ipad surveys ( ) HYBRID OPPORTUNITIES ,[object Object],Survey to quantify individual preferences Group discussion of the drivers of preference The tools…iPad + real time data + group discussion

MOBILE capabilities…today Multi-platform studies Auto-directed based on access point Text Surveys Web based mobile surveys Text, diary & multimedia surveys App based mobile surveys Surveys pushed via survey specific or pre-existing apps Custom mobile apps iPad surveys Hybrid surveys Interactive questions/multimedia Mobile sampling/custom panels Broad based consumer panels Proprietary research communities

IN EARLY RELEASE OR COMING SOON… Integration with DIY software suites Warning & “best practice” notifications Multi-language surveys Geolocation for more accurate targeting (privacy!) Image based survey triggers Incentive direct to mobile (One Point)

WHAT’S WORKING Short text based surveys (sensitivity to respondent tolerance) Image/video uploads (diary/ethnography) Survey apps (beware of download tolerance/sample representation)

WHAT’S NOT WORKING Long surveys Complex question types Limited app distribution (platform compatibility) Failing to alert respondents to privacy/security issues Insensitivity to personal nature of cell phones

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CASRO Presentation - Evolving Mobile Research Methods

1. Meeting respondents on their home turf Evolving mobile research methods that work

2. TODAY WE’LL COVER Evolution & the respondent experience The mobile opportunity Current mobile research applications Best practices Tips for staying ahead of the curve….

5. THEMOBILE OPPORTUNITY

7. Quality concerns (time to stop pointing the finger at panel!)

8. Respondents are using their cell phones to access content

9. Research technologies must evolve…Keep respondents engaged! Connect using relevant communication modes!

10. It’s not just about using technology to create PRODUCTS… It’s about utilizing technology to improve the EXPERIENCE. Stop focusing on products!

11. The mobile experience Evolving quickly…(daily)! INSERT VIDEO

12. What’s your market positioning? Choose your position…. Would you rather be FIRSTin market OR…. BESTin market?

13.

14. One to one marketing (direct connection)

15. Measurement

16. Exposure to respondents without landlinesCon’s Mobile devices are “personal” Consumers want control Concern over fees (Digital Sidebar?) Limited device penetration & application burnout Deceptive distribution/developer techniques

17. THE MOBILE OPPORTUNITY 1.5 TRILLION text messages sent in 2009 90%+ of phones are mobile internet ready 1 in 5 access the internet at least 1x per day

18. RESEARCH MUST GUIDE METHODS/TECHNOLOGY The “shame” factor…. Be aware of respondent limitations… Mobile browser Survey apps

19. THE TABLET OPPORTUNITY Tablet sales rose 124% from Q3 to Q4 2009* Keep in mind country differences…. * IMS Research via Daily Tech

20.

21. Allows use of interactive questionsDon’t forget your internet connection!

22.

23. WHERE ARE WE TODAY?WHERE ARE WE GOING?

24. MOBILE capabilities…today Multi-platform studies Auto-directed based on access point Text Surveys Web based mobile surveys Text, diary & multimedia surveys App based mobile surveys Surveys pushed via survey specific or pre-existing apps Custom mobile apps iPad surveys Hybrid surveys Interactive questions/multimedia Mobile sampling/custom panels Broad based consumer panels Proprietary research communities

25. IN EARLY RELEASE OR COMING SOON… Integration with DIY software suites Warning & “best practice” notifications Multi-language surveys Geolocation for more accurate targeting (privacy!) Image based survey triggers Incentive direct to mobile (One Point)

26. WHAT’S WORKING Short text based surveys (sensitivity to respondent tolerance) Image/video uploads (diary/ethnography) Survey apps (beware of download tolerance/sample representation)

27. WHAT’S NOT WORKING Long surveys Complex question types Limited app distribution (platform compatibility) Failing to alert respondents to privacy/security issues Insensitivity to personal nature of cell phones

28. BEST PRACTICES…today Keep it short! 10 questions (or less) Keep it simple! Minimize content & complexity

29. Get involved in the conversation… GROUPS: NGMR Innovation & New Tools in MR EVENTS: IIR Tech CASRO Tech Conference Intl’ Conference on MR in the Mobile World ESOMAR 3D

30. REMEMBER…. This world is changing rapidly! Android Smartphone use is exploding Tablet sales expected to skyrocket Nokia Sites to watch… Engadget TechCrunch Arstechnica Daily Tech Press from IDC, Admob, ComScore

31. Stay curious. SEEK OUT PARTNERSWHO CAN HELP YOU…

32. By asking the rightquestionsSTARTING WITH

33. why?

34. Kristin Luck kristin@decipherinc.com 310.713.6622 FOLLOW ME! Twitter: kristinluck Linked In: kristinluck FOLLOW DECIPHER! Twitter: deciphertweets Facebook: decipherinc

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