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Mobile Research: A good, even bake or a soggy bottom?
Mobile Research:A good, even bake or a soggy bottom?by Richard Owen and Niall SmithAura International MeetingFebruary 28th 2013
AgendaThe mobile contextThe smartphone surgeThe refreshing of researchThe warts and allThe optimal approaches
Mobile phones are verypopular (duh)6 billion subscribers = 87% ofworld’s population8 trillions texts sent in 201110% all internet traffic via mobile(18% in Asia +192% since 2010;15% in Africa)Thanks to www.squareegggames.com for making my life easy
Fun with numbersThanks to www.squareegggames.com for making my life easy
Fun with numbersThanks to www.squareegggames.com for making my life easy
But what is “mobile”?mo·bile [moh-buhl, -beel or, esp. British, -bahyl]pertaining to or noting a cell phone,usually one with computing ability, or aportable, wireless computing device usedwhile held in the hand, as in mobiletablet; mobile PDA; mobile app . Rob Davis, Interactive MarketingDirector for Ogilvy
Mobile research, therefore…Is not about putting an online surveyon a phoneIs about allowing people to use theirphones naturally to share informationand insight however they want,wherever they want, whenever theywant
Amazing uses of mobile (1)http://www.bbc.co.uk/mediaaction/
Amazing uses of mobile (2)Nathan Eagle working as a teacher in Kenya wouldreceive calls to donate blood urgently after roadaccidentsSet up system to keep records of blood availabilityby encouraging nurses to text in details of stock inexchange for free airtimeResulted in fewer blood emergencies and betterprospects for accident victimshttp://www.jana.com/Uses this idea of crowdsourcing"microtasks" in exchange for airtime toprovide insight in around the world:
Many forms of mobileresearchSMS/text – survey questions sent via text,one questions at a timeMobile optimised web – online surveysoptimised for mobile devicesWeb App – a browser survey made to lookand feel more like an appNative App – surveys conducted on an appdownloaded from the phone’s store
SMS/Text Mobile web Web app Native appEach has its pros and consCompatible with allphonesCompatible with allinternet enabledphonesCompatible with allsmartphonesCompatible withmost smartphonesDo not have accessto the full range ofquestion types.All question types (aslong as you don’t useflash)All question types,including drag anddrops, etc.All question types,including drag &drops, etc.Cannot use phone’smultimedia features.Cannot use phone’smultimedia features.Can use the majorityof a phone’s features.Full use of thephone’s features.Hard work – onlysuitable for veryshort surveys.Designed to be usedwith a mouse andkeyboard – fiddly.Emulating a nativeapp – so can feelclunky and slowBuilt for the specificplatform; it works theway the user expects.Requires aconnection to thephone network.Requires a 3G or wificonnection.Offline is possible,but generally needs3G or wifi.OfflineProsCons
SMS/Text Mobile web Web app Native appPlay to their strengthsTrue mobile research,with great reach butvery limitedcapability.Surveys have to bevery short – no morethan 3-4 quickquestions max.Good for in-houseautomated customersatisfaction surveysafter a touchpoint.Not true mobileresearch, just anextension of online.But an increasingproportion of surveysare completed ontablets orsmartphones.Therefore vital tooptimise onlinesurveys for mobile.True mobile research,with great coverageof different devices……but a compromiseduser experience.Good for all kinds ofmobile research –diaries, life logging,media encounters,shopper journeys,etc.True mobile research,with an experiencedoptimised for thedevice……but not full thecoverage of otherapproaches.Great for all kinds ofmobile research –diaries, life logging,media encounters,shopper journeys,etc.
The growth of smartphonesWe have already hit thetipping point in the EU.The majority of all mobilephones are smartphones.Very soon all new phoneswill be smartphones.Thanks to comscore and emarketer for making my life easy
Who has a smartphone?High penetration of smartphones inmany countries, but not always theones you might expect.High ownership amongst the under50’s then tanks.Broadly nat rep gender split, whether its UK or SAThanks to www.thinkwithgoogle.com for making my life easyAndroiddances onBlackberry’sgrave?
CrowdLab Case Histories: ShopperJourneysGathering feedback from people as they go abouttheir shopping lives:Car buying journey – a week in the decisionprocess among people at different stagesDecorating journey – a month in the decisionprocess among people at different stagesMotor parts journey – a weekend thinking aboutand recording all aspects of the search for motor partsand project inspiration
Capture regular feedback from people on their habitsand routines:A week in the life of mums – video/photo life logging(pain vs. pleasure)Women’s Inner and Outer Confidence – moments offeeling good and feeling badSegment portraits - “a city tour” via photo diaries andGoogle MapsEmotions around “the bet” – thinking about it,placing it, reflecting on it; what else in their life gives themsame thrills and spills?CrowdLab Case Histories: Life Logging
Capturing encounters with, and response to,advertising campaigns:Pre and post tracking surveys around multimedia campaign; encounter tracking for keyperiod during campaign using mobile to recordexperiences as they go about their lives, takephoto, record opinionsQualitative pre-task to record all client brandinteractions – a photo of the interaction,comments and a ratingCrowdLab Case Histories: MediaEncounters
Capture in situ feedback:iPad exit surveys: NEC Gardening exhibition; 1000 visitorsand exhibitors; at a retailer – 400 interviews across 8 storesover a weekiPad surveys at brand event: 150 interviews over 3 daysamong active participants and passive observersResearch as part of CRM: At client’s tent at stadia, fansentered “A Super Fan” contest. Questions to identify “fanpassion”, a pub quiz and video capture of fans displaying theirprideCrowdLab Case Histories:Event/Experiential Evaluation
What’s behind the curtain?Client sample provision – can be like cold callingPanel recruitment procedures – when to link tomobilePre-during-post engagement – managingincentives and drop offsWiFi/3G connections at events – in siturecruitment/downloadPrivacy/data protection issues – e.g. GermanyInternational fieldwork management – translationsand communication with participants
Don’t believe the hypeGPS data:• Great for general location (I’m in Shepherd’s Bushnear Westfield), poor at precise location (I’m at theChampagne Bar)• Lag/delay – going underground can upload somethingyou have done on the tube but the GPS tag may bestill be where you got onGeo-fencing:• Patchy and a complex technology• What really is its purpose? Could take a mission basedphoto of you leaving a store with GPS proofPink is bad 3G coverage. Themajority of the UK is not in London[That’s why we have total offline functionality]
Don’t believe the hypePassive data collection is a problem:• Cannot be done within Apple devices –need to set up a proxy that reads traffic(sort of)• Secure internet services cannot be tracked(e.g. any Google behaviour)• The entire internet is going secure (sowithin 6 to 12 months it will be impossibleanyway)The Lives Of Others
Engagement is keyThink of this as a mobile communityNot 20 minutes in one sitting, but multiple shorttasks over a number of days / weeksVital to maintain interest over this time:• Tasks must be engaging• Expect larger incentives than online quant• Give tasks a location or time context• Make use of touchscreen, and mediacapability
When not to mobile…If its not about recording “in themoment”, why does it need to bemobile?Not suitable for long brand trackingstudies (or any other long reflectivestudy)Don’t expect mobile to be cheaperthan online
Use it for what it’s good forAs a stand alone, mobile is perfect forprojects which seek to understand amoment in context• Decision making• Shopping journeys• Reactions to a family meal (producttesting)• Reactions to live event
We’re all in this together• Mobile is not better, but it isdifferent• We think it often works best inconjunction with othermethods
• Use real life behaviours asstimulus• Get more from your work throughtruly engaged participants –improve value of other methods• Keep the dialogue going withreflective tasks back in thereal worldRefreshing Research
Thanks from the Labwww.firstname.lastname@example.org+44 (0) 759 046 2342