MRA - Florida Chapter Webinar oct 2011

Market Research Association
Current Mobile Research Trends

Justin Bailey
and
Lorelle Vanno

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Agenda

1. Mobile Research Definitions

2. Changing Behavior

3. Life 360 World Cup case study

4. Best Practices & Guidelines

2

Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Webinar

An undefined problem has an infinite
number of solutions.
- Robert A. Humphrey

3


What is Mobile Data Collection?
Active – In-the-moment
Passive – GPS Tracking
Observational – Photos
Qualitative – Open-ended
Quantitative – Surveys
Video – Digital ethnography
Telephone – Voice
Interactive – Gamification

4


Notable Elements of Mobile Surveying

1) Point-in-time
2) On-the-go
3) Quick-hit surveys
4) Relevant topics Photo by foxypar4

5) Fun factor Beware the slippery slope!!

5


What do these things have in common?

Photo by abooth202

Pet Rock
Photo by lisatozzi

Chia Pet

They’re
all fads!!! Photo by the prodigal untitled13

Polyester Jumpsuit
6


Mobile Research Constraints

1) The Smartphone “Fad” aka The Novelty Effect

2) Solve “The Case of the Shrinking Screen”

3) Web vs. App

Optimize mobile surveys using best practices
7


The Case of the Shrinking Screen
Past Research

1. Taking online surveys on a smartphone –
Callegaro; Peytchev & Hill

2. Optimizing the mobile survey

3. Nielsen’s mobile research – Life360

Citations: Callegaro, M. (2011). Do You Know Which Device Your Respondent Has Used to Take Your Online Survey? Survey
Practice, April 2011.
Peytchev, A and C. Hill (2010). Experiments in Mobile Web Survey Design : Similarities to Other Modes and Unique Considerations.8
Social Science Computer Review, August 2010 ,319-335.
Copyright © 2011 The Nielsen Company. Confidential and proprietary. Photo by mikogo

Mobile Web Browser vs. Mobile App
• Mobile web browser – Internet provided on device

• Mobile app – Program downloaded onto phone

Considerations
1. Connectivity
2. Trust
3. Flexibility
4. Coverage
5. Costs

9


Mobile Research

• Untested
• Multi-faceted
• Know your audience
• Know your mode
• Optimize accordingly

10


Life is like an ever-shifting kaleidoscope – a
slight change and all patterns alter.
- Sharon Salzberg

11


Changing Behavior
• How mobile is different
• Consumer expectations
• Engagement
• Changing our research
– Culture specific
– Reasons for participating / incentive

12


Changing Behavior – How Mobile is Different

• 35% of American adults own a smartphone

• ½ of mobile traffic on social network sites (SNS)

• Vast majority webpage views <1min

• 53% use mobile when waiting

• Mobile users consume 2X media of non-mobile

• New contact mode for hard-to-reach

13


Changing Behavior – Consumer expectations
• The Digital Native < 35
• The Digital Immigrant > 35
• Heavy interaction increases expectation

Citation: Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, Vol. 9 Iss: 5, pp.1 - 6 14


Changing Behavior – Engagement
• Engagement
– Mobile makes surveying / research fun
– Saturation point
– New competitors for respondents’ attention

Citation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile Research
Conference, London, UK. 15


Changing Behavior – Changing our Research

• Changing our research
– Engaging the new Digital Native
– Making research interesting
– Interacting with the respondent


Citation: Hoang, B. Mobile Exposure – Mobile Media Usage Data . Paper presented at the Mobile Research Conference,
London, UK. 17


Changing Behavior - Incenting Participation
Two main reasons people participate in mobile research
1. They enjoy it (hedonic)
2. It fits in with the respondent’s self-identity (self-congruity)

Citation: Bosnjak, M. (2011, April). Self-administered Mobile Survey Workshop Paper presented at the Mobile
Research Conference London, UK. 18


Changing Behavior
If you want to persuade me, you must think my
thoughts, feel my feelings and speak my words.
-Cicero
• Not just technology, but behavioral change
• Heavy interaction increases expectation
• Engage and interact with the respondent
• Culture matters
• Focus communications on why people participate

19


It would be interesting to find out what goes
on in that moment when someone looks at
you and comes to all sorts of conclusions.
- Malcolm Gladwell 20


Nielsen’s Smartphone Past – A Case Study
• Based on digital ethnography

• Capture in-the-moment behavior

• 5 studies since 2008

21


Life360 Studies – Completion Rates
Complete Sample Time Average
Test Year
Rate Size Length Resp/Day
Media
2008 92.9% 112 10 days 8.0
Consumption
Eating &
2009 87.7% 65 7 days 3.56
Drinking

Daily
2009 97.4% 56 7 days 1.63
Expenses

World Cup 2010 76.7% 413 33 days 4.42

Purchase
2011 97.6% 42 3 months 0.31
Behaviors

22


Case Study: 2010 FIFA World Cup

• How do South Africans
engage with the World Cup?

• 33 Days – 5 surveys/day

• 413 participants in 4 cities

• Each survey 5-8 minutes

• Randomized alarming

23


Case Study: 2010 FIFA World Cup

Data Analysis – 2 components

1) Client-specific data

2) Success metrics

24


Life360

Engagement and Excitement
What type of TV programming did you watch? (Select all that apply)

* excluding days without games
11 June – 11 July
Source: Nielsen Life360 South Africa
Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban

25


Watching the World Cup Out of Home Life360

Daily World Cup Coverage (%)

June | July

Source: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+)
26


World Cup Sponsors Life360

What brands stood out to you today? What ads have you noticed following sports today?

Unprompted Prompted

11 June – 11 July

Source: Nielsen Life360 South Africa
Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban
27


Life360 Reports in RatingPoint

28


Measuring the World Cup – Compliance
33 X 5 X 413
=68,145 Total surveys sent

• Average completion rate: 76.7%
• Women = 79.0%; Men = 74.4%

29


Percentage of Completed Interviews by Day
% Completed Interviews

Day of Study

30


Completion Rates by Time of Day
% Completed Interviews

31


Summary
• Measured engagement and excitement at WC

• Provided in-the-moment data to clients

• Achieved high response over time

• Further refined Life360 methodology

32

Copyright © 2011 The Nielsen Company. Confidential and proprietary. MRA – Mobile Research Presentation
MRA – Mobile Research Webinar

Traffic signals in New York are
just rough guidelines.
- David Letterman

33


Best Practices and Guidelines
• General practices
• 4 Must-haves of mobile
• Recruitment
• Navigation
• Survey design

34


Best Practices – General Practices

• Mobile as a complement to other research
• Don’t use technology for technology’s sake
• Make it interesting
• Safety of respondents should be highlighted

35


Best Practices - 4 Must-Haves

1. Easy to participate
2. Cannot take too much time
3. Add value to the respondent
4. Based on reciprocity – a
social exchange



Best Practices - Recruitment
• Text messages – Less is more
• Electronic recruitment – Monday morning is best
• Permission for data usage
• Be transparent

37


Best Practices – Navigation

• Make it easy
– Provide a swiping area
– Provide “Next” and
“Back” buttons
– Provide users “Save” and
“Exit” buttons
– Reduce the number of
taps
Citation: Cook, S., Sembajwe, R., Geisen, E. and Massoudi, B. (2011, May). Can You See it Now? Good: Usability Testing of a
Mobile Health Application.” Paper presented at the annual meeting of the American Association for Public Opinion Research,
Phoenix, AZ

Citation: Clark, J. (2010). Tapworthy: Designing Great iPhone Apps. Sebastapol, CA: O’Reilly Media, Inc.
38


Best Practices – The Survey

• Keep it simple and sensible
• Orient vertically
• Minimize scrolling
• Avoid difficult-to-use response options
• Try to avoid grids and graphics
• Keep your target device in mind
• Test your layout

39


Best Practices and Guidelines
I have made this [letter] longer, because I have
not had the time to make it shorter.
-Blaise Pascal
• Make it interesting
• Make it easy – to participate
• Add value, it’s an exchange
• Make it easy – to navigate
• Recruitment – less is more, be transparent
•Make it easy – to respond to questions
40


MRA - Florida Chapter Webinar oct 2011

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