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The Power of Context in Mobile Diaries - Confirmit
1.
March 4-7, 2014
Ramada Hotel, Singapore www.mrmw.net
2.
Title Sponsor Gold
Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
3.
Association and Media
Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
4.
1 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved The Power of Context in Mobile Diaries Miguel Ramos, Mobile Practice Lead Is contextual information the next step in engaging mobile diary respondents?
5.
2 Copyright © 2014
Confirmit. All Rights Reserved • The Power of Context • Context and App-based Studies • Analysis and Reporting • Recommendations
6.
3 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Power of Context
7.
4 Copyright © 2014
Confirmit. All Rights Reserved Cell phones fill St. Peter’s Square to capture history
8.
5 Copyright © 2014
Confirmit. All Rights Reserved Attitude and state of mind Direction or Goal Location TimeIdentity and Preferences
9.
6 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Context and App Based Studies
10.
7 Copyright © 2014
Confirmit. All Rights Reserved App Survey Offline App Online WebOnline Web
11.
8 Copyright © 2014
Confirmit. All Rights Reserved Mobile Rendering Desktop Rendering Recruitment Study Online Mobile Rendered Survey (recommended) 5-10 minutes 15-30 questions
12.
9 Copyright © 2014
Confirmit. All Rights Reserved Delivers an interactive experience on targeted devices Push notification & App-by-App Multisensor support: GPS, image, audio, video, QR-codes Works Offline App needs to be installed
13.
10 Copyright © 2014
Confirmit. All Rights Reserved
14.
11 Copyright © 2014
Confirmit. All Rights Reserved Alarms or Reminders Push messages Incentives
15.
12 Copyright © 2014
Confirmit. All Rights Reserved Extrinsic Rewards • Show appreciation by offering a financial reward for participating in the study Intrinsic Rewards • Thanking often and sharing learnings from the study. • Acknowledge that you are asking a lot of them • Explain how their participation will help you gain new insights Range of incentives • Cash incentive from 0 / 5$ / 30$ / 250$ • Store voucher
16.
13 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Examples
17.
14 Copyright © 2014
Confirmit. All Rights Reserved Alarm prompted Objective • To measure audience engagement regardless of their location. To understand of ‘out-of-home’ media exposure Prompts • Alarm prompted • Day divided into time periods, random alarm for each time period • 5 alarms per day for 4.5 weeks Sample • 420 adults • 61,000 records with 54,000 photos • Average 4.6 records a day per respondent Incentive: keep the Mobile phone
18.
15 Copyright © 2014
Confirmit. All Rights Reserved Alarms + self initiated Objective • 24h diary to capture multi screen usage • Asked about primary and secondary screen used Prompts • Pre Survey + App Diary+ Post Survey • Alarms 2 hours after a response • Self complete every hour with an alarm every 2 hours Sample • 24,000 surveys, 900 photos Average 8.11 surveys per respondent $10 Amazon Card
19.
16 Copyright © 2014
Confirmit. All Rights Reserved Messaging + Alarms Objective • Capture every exposure and craving • Feeling of involvement Prompts • Alarms: • First 60 days: 4 periods per day with random alarms/period • After 60 days: 1 morning random alarm and then alarm every 2 hours (if survey not completed) • Messaging with two-way communication • Personal results displayed to respondents Sample • 500 participants (engaged 3-12 months) Incentive: keep the mobile & counselling support
20.
17 Copyright © 2014
Confirmit. All Rights Reserved Self Initiated Objective • Measure usage of products at home, qualitative in nature with photos. Prompts • One survey per person • Start app when ready to bake and do survey while baking Sample • 10,422 invited • 47% responded to screener • 33% qualified and opted in (1678) 64% of quota reached in 5 hours Total sample achieved in 3 days Panel Points
21.
18 Copyright © 2014
Confirmit. All Rights Reserved Objective • Track activities over the weekend • Feelings at different moments Prompts • Self initiated Sample • 754 panel members (response rate 38%) • 783 responses of 1,297 were about wedding moments • 218 photos and 505 GPS Locations Pre+App+Post Survey £0 Incentive
22.
19 Copyright © 2014
Confirmit. All Rights Reserved Objective • Capture average weekend in Britain • Find out location; What are people doing? Who are they?, How do they feel? Prompts • Self initiated over 1 weekend Sample • 37 respondents • 8.03 average entries per participant • 2.7 average entries per day • 55% included photos • 38% included GPS coordinates £5 Incentive + entry to win iPad
23.
20 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Analysis and Reporting
24.
21 Copyright © 2014
Confirmit. All Rights Reserved
25.
22 Copyright © 2014
Confirmit. All Rights Reserved
26.
23 Copyright © 2014
Confirmit. All Rights Reserved
27.
24 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Summary of Results
28.
25 Copyright © 2014
Confirmit. All Rights Reserved Duration • Average: 7 days • 1 day minimum • 12 months maximum Repeated Tasks • 71% repetitive tasks repeated during the diary • 29%tasks only completed once Completions • 19.4 average per respondent
29.
26 Copyright © 2014
Confirmit. All Rights Reserved Photo Capture • 79% diaries with photo capture • 16.2 photo captures per person across diary projects GPS Capture • 25% of diaries with GPS • 6.3 captures as average number of GPS captures per person )
30.
27 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Recommendations
31.
28 Copyright © 2014
Confirmit. All Rights Reserved • Short and fun • Repetitive simple tasks • Engagement Alarm or push Display results or participation Post Survey Pre Survey • Be clear and over communicate expectations • Ask to elaborate or answer additional questions • Appreciate and share
32.
29 Copyright © 2014
Confirmit. All Rights Reserved Analysis and Reporting • Classifying the data into themes is key to making sense of it • Make use of online dashboards to link qualitative insights with quantitative insights • Easier to identify the data story if you have implemented categorisation criteria
33.
30 Copyright © 2014
Confirmit. All Rights Reserved Copyright © 2014 Confirmit. All Rights Reserved Miguel Ramos, Mobile Practice Lead Miguel.Ramos@confirmit.com Thank You
34.
Title Sponsor Gold
Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
35.
Association and Media
Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
36.
March 4-7, 2014
Ramada Hotel, Singapore www.mrmw.net
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