Steve von Bevern

Vice President, Client Service & Operations

February 27, 2013

Enhance Customer Experience Measurement (CEM) with Mobile Research

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Smartphones Now Dominate Mobile Share In Most Developed Countries

• 2013 estimates say 1.4 billion smartphones and 268 million tablets in active use (not just units shipped)

• Android leads in smartphones; iOS in tablets

• End Of Year 2013 estimates:

• 45 million Windows phones; 20 million Blackberries (3.2% and 1.4%, respectively)

• Android = 798 million handsets (57% share); iOS = 294 million devices (21% share)

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Why Mobile for CEM?

Example: Capture impulse purchase & consumption in-the-moment

• Capture the full cycle from purchase to consumption as it occurs

• Capture c-store impulse purchases & consumption

• Mobile website shopper intercepts

• Comparison shoppers who visit websites or apps on a mobile while in stores

• Do it more economically with deeper insights

• Hard-to-reach consumers? Try mobile for younger audiences, Hispanics, IT professionals

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How Does Mobile CEM Field Work Compare?

Cash register receipts, F2F intercepts, online and mobile

• Broader, representative samples

• Online vs. mobile show comparable results

• Online responders typically skews older while mobile skew younger

• To reach a broad audience, both are needed

• Reach a broader audience than cash register receipt surveys or F2F:

• Non-purchasers as well as purchasers

• Mobile typically generates 14 to 40% response rates

• Faster

• Mobile quant studies can close quota quickly—within 48 hours

• Cost effective

• Let smart phone owners be your field force and data entry team

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How Can I Further Enhance Mobile CEM?

For better insights, layer other mobile survey features

Geo-Triggered Invites:

Rich Media: Behavioral Data Capture:

Enable customer ‘self-ethnography’ for faster and more cost-effective qualitative data collection

Combine passive data with attitudinal surveys for 360◦ insights about purchasers and non-purchasers alike

Reach consumers as they shop, interact with sales associates, or purchase from competitor locations

• Catch consumers in-the-moment…or later

• Catch consumers when before, during & after they shop

• Follow the complete path-to-purchase and…’path to consumption’

• Bar code scans • Heat maps (likes/dislikes) of retail photos

• Videos or audio open ends

• Pull up to 24 data streams over consumer’s smart phones

• Confirm attitudinal survey responses with behavioral data like lat/long of store visits

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Do Respondents Answer Differently When Taking Mobile Surveys? – Coupon Usage Comparing Survey Data (Weighted to Demos) From A Recent U.S. Study

On average, how often do you use coupons when you

shop?

Mobile (N=472)

Online (N=884)

Total (N=1356)

Almost every time I shop 32% 34% 33%

Occasionally 55% 51% 52%

Rarely 12% 14% 14%

Never 1% 1% 1%

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What About Open-Ended Responses?

Mobile consistently shows richer results. From a recent study in the U.S. with audio response capture on mobile vs. typed for online….

Mobile Online

# Base % # Base %

# of respondents with an answer

86 100 86% 656 663 99%

Avg length (non-zero mean)

18 8

Those with 1-2 word response

2 100 2% 139 663 21%

Those with 5+ word

responses 68 100 68% 391 663 59%

Those with 10+ word responses

43 100 43% 190 663 29%

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Do Respondents Engage With Mobile?

Mobile leads online in survey sat ratings

0%

10%

20%

30%

40%

50%

60%

70%

Online

Mobile

Only a tiny segment of mobile survey takers find surveys ‘somewhat’ (5%) or ‘very difficult’ (1%) to complete.

Respondents who complete a survey on a mobile are more likely to rate the experience as ‘somewhat’ or ‘very fun’ compared to those completing a more traditional online survey.

0%

10%

20%

30%

40%

50%

60%

70%

Boring Neutral Very fun

Online

Mobile

Total

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Geo Surveys

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Retail Surveys

How does a major consumer goods company get shopper feedback on their in-store displays?

Research Now Mobile created a mobile survey for shoppers, whose locations were validated by GPS data, to complete while inside targeted supermarkets.

CASE STUDY

• Respondents uploaded photos of in-store displays and scanned UPC barcodes of products

• Geo-fencing ensured the survey was available only when respondents were in the store, ensuring strong validation and data quality

• Rich In-The-Moment data and insights

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Behavioral

13 © 2012 Research Now 13 © 2012 Research Now

CASE STUDY

Behavioral Insights How does a digital newspaper use passive data capture

to gain deeper reader insights?

A digital newspaper that caters to tablet users through a newspaper app uses Research Now Mobile+ to send targeted surveys and overlays the survey data with behavioral data for deeper insights.

Behavior data like app downloads, music played, etc. are passively captured

Survey data is collected periodically by pushing surveys

Data from repeat surveys and passive data capture are tied together for deeper insights

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Rich Media Uploads

15 © 2012 Research Now 15 © 2012 Research Now

Home Ethnography

How comfortable are respondents are with qualitative aspects of mobile research?

Research Now Mobile invited 3,500 panelists to take part in a home ethnography study designed to understand respondents’ willingness to participate in qualitative parts of mobile studies, particularly media uploads.

679 completes in 2 days, despite the study being long & media intensive

97% scanned barcodes

99% uploaded pictures

82% uploaded audio

80% of those with pets uploaded videos

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Are There ‘Downsides’ to Mobile Research? • Geo locations are great, but plan wisely

• Do not plan quick ‘drive bys’ without larger over-samples

• Geo invites … do you have physical lat/long or street address? (Think malls)

• Tradeoffs of battery life vs. accuracy of measurement

• Shorter surveys may not let you capture all the attribute ratings you want for advanced loyalty modeling

• Survey Length

• We see wide length variation

• Don’t shy away from longer surveys

• 10 minutes (or longer) is fine with good design

• Multiple point of engagement on mobile over course of time. Consider diaries:

• multiple surveys fused together into one set of results (store visit, in-home use, etc.)

• Native app is best confined to high share devices like iOS or Android

• Blackberry, other small share devices: limit them to web app today

• Be prepared to deal with rich media and passive data

• Showing rich media or capturing rich media…

• …Rich media generates a lot of data.

• …Be prepared to code, tabulate and analyze audio, video and photos.

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Conclusions

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Thank You

On behalf of the entire Research Now Mobile team