The future is in their hands

Qualitative Consumer Research & InsightsApril 2011

Scott DodgsonSKOPOS market [email protected]

The Future’s

in Their Hands:

Exploring the application

of qualitative & quantitative insight

illumination methods

across the mobile platform

& mobile for over 10 years



Context:

SKOPOS

Research on Research

Extent of (Active)

Mobile Research

SKOPOS findings concluded with

In 2000 & 2003 online ‘won’

when wecompared

to SMS/WAP for One2One

Meaning Research, 2009: Less than 1% of surveys conducted over mobile

Be aware: over 80% at home/work

when on ‘mobile’ (so not on the move)

80% at home/work

Source: GlobalPark 09



But is it

The Next Big Thing?

We believe the market is ready...

Source: Fly Research

Whenever, wherever, whatever

“When people leave home, they take 3 things with

them, their wallet, keys and mobile phone”Mobile

ubiquity

Especially for the young(er) ones...



Does Mobile

Research Matter

(if so little is being

done just yet)?

Source: GlobalPark

Source: Neilsen



The Drivers & Opportunities

The 5 R’s that drive mobile

Relevance

& fit

Reach

Response Speed &

Real-Time

Really

handy

Richness

Audience (e.g. youth)

Topic (e.g. mobile)

Client (e.g. Vodafone)

95% txts arr in 10 secs

94% of txts are read

(v 25% email)

2 x mobiles as PC’s

No location restrictions

All ages

Incl hard to reach ‘youth’

Always with you

Un-fixed location

Familiar

Photos

Videos

Diaries

Apps

To the audienceTo the topicTo the client

Mobile Networks, Mobile Media and Mobile Advertisers

so far more likely to request/use Mobile Research

Local and Global



And it has a Multitude

of Options &

Possibilities

Many Methods

within the Method

Short surveys

Quick polls

Ad hoc

Tracking

Verbatims/Opens

Verbatims/Opens

Txt-depths

Vox-Mobs

Life Diaries

Access Panels

Bespoke Panels

Omnibuses



Mobile Qual

Rich & Rewarding

24/7Open

Exchanges

Qual: Vox mobs

VoxMobs

VoxPopsover

the mobile

Panel RequiredWith correct tech

Source: HHBD

Case Study: Skype Vox mobs

Source: SKOPOS Market Insight

Fast & rich insight.

Over a weekend mobile 5 min vox mobs

conducted regarding internet telephony.

Results analysed, edited and presented

to client following week.

Qual: Life diaries

Source: Fly Research

Source: Ipsos

Source: OnePoint Surveys

Picture capture, whenever, wherever

Source: GlobalParkPicture capture, whenever, wherever



Maximising the

Effectiveness of the

“In The Moment”

Medium

Case Studies

Ferry company CustSat

Shifted their CustSat

from face to face to SMS having observed

many passengers

‘playing’ with their

phones while in transit.

Saved money and also

provided customers with

instant relevant feedback mechanism,

that filled time.

In the moment for mobile users/surfers

In situ & on-site



The Obstacles,

Challenges &

Limitations

Unable to reach older, less ‘tech savvy’ respondents

Not as popular as online research (but great for short surveys)

Half a dozen questions is just about the limit in an SMS interview

Respondents may switch off sound, needs to be kept simple

Capabilities of handsets different (technical)

Screen small on many phones so seen as ‘fiddly’

Low awareness of message/data costs (concerns)


Irrelevance

& bad fit

Technical (Choices & Variations)

Psychological (concerns/reservations)

Long/complex surveys

Could be difficult

International Variance

Q. Will a survey regarding

health provisionfor the over 60’s,

including a conjoint exercise,

work over the mobile?

Source:

What do I do?

Why not take a mobile survey?


Costs key barrier so far(but reducing)

**

Mobile Diary with Geo-Tracking



Mobile Apps

Deployed on selected

mobiles, can deliver

rich relevant

survey experiences

Embedded or downloaded

java-apps can provide more

visual ‘animated’ surveys

for event-driven (activated)

or in the moment polls and

CustSat

Mobile Apps

SKOPOS Case Study:

Network & Handset-Maker

Java survey-engine embedded on phone during repair.

Self-Activated once phone used again delivering short CustSat (Repair) Survey.

Survey kept short via derived importance, for instance.

Source: SKOPOS Market Insight

Mcapi – interviewer administered and

Mobile – Self completion...

DIY iPhone Apps

News: iPhone App launches

Source: Research Live, May 2010

iPhone communities



So What’s Next?

What’s out there for mobile?

What’s possible?

2D/QR codesSurvey links can be imbedded into QR codes.QR Code (2D Code) contains information in both the vertical and horizontal directions.

These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products.It means surveying people in situ.

BluetoothFixed location boxes enable surveys of people at-ads, in-stores (POS), in shopping mails, on planes, in cinemas, etc.

What’s possible?

2D/QR codesSurvey links can be imbedded into QR codes.QR Code (2D Code) contains information in both the vertical and horizontal directions.

These can be displayed in newspapers, magazines, on billboards, on public transport, in stores and on products.It means surveying people in situ.

BluetoothFixed location boxes enable surveys of people at-ads, in-stores (POS), in shopping mails, on planes, in cinemas, etc.

*Courtesy of Fly Research

Full mobile web

Richer & Richer

With older phones, switching to online was preferredWith iphones, staying mobile is preferred

Location-Based Research(detected and/or triangulated)

NB: Location-based Research (LBR) still difficult due to issues of

privacy (identifying respondent-location without their permission).

It is (more) possible, however, amongst opt-in/contracted

business/employee audiences.

Opt-in crucial here for consumers.

Opportunity: LBR

Location detection AND tracking

Multi-mode, more & more

Automatic capture of data on the mobile – similar to cookies on PC/web

Passive Measuring

Partner credits - thank you

HHB Dialogue - www.hhbdialogue.com

Fly Research - www.flyresearch.com

Broca Mobile - www.brocaplc.com

Dialogue Mobile Marketing - www.dialogue.net

One Point Surveys - www.onepointsurveys.com

Globalpark - www.globalpark.org.uk

IPSOS - www.ipsos.com

Meaning - www.meaning.uk.com

Kantar Media - www.kantarmedia.com

Mobile Research Conference 2009/2010 - www.mobileresearch09.com

The following companies/events helped in the preparation of this session...



Thank you

Presented at the International conference on

Qualitative Consumer Research & Insights

7 & 8 April 2011, Malta

For more information

Please visit: http://www.merlien.org

Education

The future is in their hands