Geo-location Triggered

Sampling

MRMW11 Conference

Atlanta

Timeline of mobile development

2002 – US gets camera phones

2011 – NY Rep Lee resigns because of his camera phone

1992 – First SMS “Merry Christmas”

2009 – 13 year old Californian sends 14,528 texts in a

month

1999 – First mobile location based service launched on Palm VII

2010 – Google Maps mistake leads to

Nicaraguan invasion of Costa Rica

Source: CTIA, Wireless Quick Facts 2010

Imagine

Survey offered based on entry to store

Can track their path through the store

Time spent in sections

Request Additional information based on time spent

Purchase history tie-in (receipt, rewards program, etc)

Demographics from Panel

Additional survey opportunities based of of purchases

Geo-location triggered sampling

‘Recall – busting research’ Improved salience for respondents Built in validation Trigger survey event based on location

• Customer satisfaction • Competitor benchmarking • Sponsorship awareness • Identify purchase heuristics

Although… it’s never that

simple

Privacy

Battery Life (and device constraints)

Ease of Use

Privacy

Battery Life

Think like an ecologist

We need to survey individuals in a ‘natural’

environment

Technical Details

Location Collection Types

Standard – Highly Accurate / High Battery Usage

• Uses GPS technology

Significant – Less Accurate / Low Battery Usage

• Uses a combination of known locations (cell tower, wifi) to give a

best estimate of location

Regions

• Uses significant notifications in conjunction with defined

regions/radius

• Gives notification on entry or exit

Technical Details (cont.)

Accuracy levels Best for Navigation

Accuracy Best

Nearest 10 Meters

Hundred Meters

Kilometer

Three Kilometers

The Case

Can you trigger survey events

based on location?

https://www.opinionoutpost.com/geoInfo.php

Conclusions

Significant Location accuracy 1 – 1.5 miles

Region change not always accurate

Regions limited to 10 per device at a time

Can be difficult to determine correct survey trigger

Results affected by wifi usage

Technology is close, but…

The Good News

Geo location very accurate for limited applications/time

(e.g. location verification)

• Can simply be done in a mobile browser

Could trigger ‘standard’ location tracking during an

interview

Technology continues to improve – check back at next

year’s conference…

Presented at:

Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta

Organized by: Thank you to sponsors:

LinkedIn Group: Mobile MR

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