WHY DO PEOPLECARE SO MUCH ABOUT CELEBRITIES?

WE’RE JUST AS CURIOUSABOUT HUMAN BEHAVIORAS YOU ARE.

MOBILE SURVEYSTECHNIQUES & BEST PRACTICES

OUR DATA

OUR DATA

2000 The year Decipher was founded

25 Years of senior-level experience

110 Number of employees

3 Offices (Fresno, Portland & LA)

0 Amount of work we outsource

OUR SERVICES

OUR SERVICES

Online Survey Programming

Sampling

Data Processing & Interactive Dashboards

Online Reporting

Custom Community Development

ONLINE SURVEY PROGRAMMING

And introducing

Beacon™BeaconSurvey & Reporting tools

NOW ON TO MOBILE…NOW ON TO MOBILE…

TODAY WE’LL COVER

An overview of mobile marketing

• What is it?

• How it’s changing the way marketers communicate

Current mobile research tools & applicationsCurrent mobile research tools & applications

• Mobile research

• iPad research

Future mobile research capabilities

WHAT THE HECK IS MOBILE MARKETING?

• Text Messaging (SMS)

• MMS (multimedia messaging service – pictures)

• WAP (wireless application protocol – internet browser)

• Keyword & Shortcode (text DEC to 71366)

• Mobile marketing is already here!

• Over 40% of US mobile subscribers say they have been exposed

to one or more forms of advertising/marketing on their cell phone

in the past 30 days.

MOBILE MARKETING STATS

• 90% of Americans over the age of 13 own a mobile phone.

• 60% of US marketers are engaged in mobile marketing.

• 45% of major US brands are experimenting with mobile campaigns.

IT’S HERE!( )

• 45% of major US brands are experimenting with mobile campaigns.

• 40% of the 400 billion annual global text messages are commercial.

WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.

• Cooperation rates continue to decline

• Quality concerns (time to stop pointing the finger at panel!)

• Respondents are using SmartPhones to access online content

• Research technologies must evolve…

• Keep respondents engaged!

• Connect using relevant communication modes!

PRO’S & CON’S

Pro’s

• Fastest growing area of media adoption

• One to one marketing (direct connection)

• Measurement

• Exposure to respondents without landlines

Con’s

• Mobile devices are “personal”

• Consumers want control

• Concern over fees (Digital Sidebar?)

• Application burnout

• Deceptive distribution/developer techniques

THE MOBILE OPPORTUNITY

90%+ of phones are mobile internet ready

60% of users access at least 1x per day

Mobile can be used for…Mobile can be used for…

• Alerts

• Information

• Couponing

• Contests

• And most importantly…research

MOBILE FOR RESEARCH

Product purchase

• POP feedback

• Purchase drivers (couponing, sale, etc)

In Market

• Screenings/exits

• Ethnography & diary studies

• Brand awareness

• Transactional• Transactional

Brand Experience

• Event based

• Customer satisfaction

Mobile Measurement

• Mobile advertising effectiveness

MOBILE SURVEYS

Web based surveys

• Text & multimedia capabilities

• High device compatibility (70%+)

App based surveys

• Device specific

• Faster delivery/upload times

• Can be pushed via existing marketing apps

IPAD SURVEYS

• Touch screen compatible

• Allows use of interactive questions

Don’t forget your internet connection!

IPAD SURVEYS

• Combines the best of quant/qual techniques

• Survey to quantify individual preferences

• Group discussion of the drivers of preference

The tools…iPad + real time data + group discussion

HYBRID

OPPORTUNITIES( )

WHERE ARE WE TODAY?WHERE ARE WE TODAY?WHERE ARE WE GOING?

DECIPHER CAPABILITIES…TODAY

Multi-platform studies

• Auto-directed based on access point

Web based mobile surveys

• Text, diary & multimedia surveys

iPad surveys

• Hybrid surveys

• Interactive questions/multimedia

Custom mobile appsCustom mobile apps

Mobile panels

• Proprietary research communities

DECIPHER CAPABILITIES…COMING SOON!

Q1 Release

• Granular device detection

• Optimal styles routing

• Integration with Beacon

• Warning & “best practice” notifications

Q2 Release

• App based surveys (multi-platform)

• Multi-language surveys

• Geolocation for more accurate targeting

• Image based survey triggers

• Incentive direct to mobile (One Point)

BEST PRACTICES…TODAY

Keep it short!

10 questions (or less)

Keep it simple!Keep it simple!

Minimize content

REMEMBER….

This world is changing rapidly!

• Android

• Smartphone use is exploding

• Tablet sales expected to skyrocket

• Nokia• Nokia

WE’D LOVE TOPARTNER WITH YOUPARTNER WITH YOUTO GET TO THE RIGHT DATA

BY ASKING THE RIGHTQUESTIONSSTARTING WITHSTARTING WITH

WHY?

KRISTIN LUCKkristin@decipherinc.com310.713.6622

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