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The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market demand. Research respondents simply aren't engaging through traditional techniques the way they used to, and the mobile phone meets their demands for convenience and the ability to select the time and place to share their opinions. Drawing on learnings from Globalpark's annual Mobile Research Conference, research-on-research and practical experience, Globalpark and Fly Research outlined: . What mobile research is and why it's important . The opportunities and challenges it presents . The importance of mobile panels . Real-world examples of applied mobile research . Best practices to reap rewards and minimize riskResearch and case studies have shown that mobile can be the best (and sometimes only!) way to capture feedback from individuals, and engage them on a more personal level for enriched insights.
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MOBILE RESEARCH: BEST PRACTICES FOR IMMEDIATE, IN-THE-MOMENT FEEDBACK
DAN COATES // GLOBALPARKLIAM CORCORAN // FLY RESEARCH
FREQUENTLY ASKED QUESTIONS
Can I get a copy of today’s presentation?
Is today’s webinar being recorded?
Can I ask questions during the event?
The answers: YES!
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AGENDA
1. WHAT IS MOBILE RESEARCH
2. OPPORTUNITIES & CHALLENGES
3. CASE STUDIES FROM FLY RESEARCH
4. SUMMARY
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MOBILE RESEARCH: WHAT WE MEAN
MOBILE RESEARCH IS:• Self-led participation in surveys and research
panels, using mobile devices• Mobile Web, WAP, SMS, MMS
MOBILE RESEARCH IS NOT:• Interviewer-led participation in surveys (CAPI)• Telephone research through cell phones versus
landlines (CATI)
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MOBILE RESEARCH: USE CASES
PRODUCT IMPROVEMENT• Real World Usage• Market Insights (Ethnography)
EVENT & ON-SITE SURVEYS• Just-in-time Feedback That Yields
Immediate Response
CUSTOMER ENGAGEMENT• Elite / Hard To Reach (B2B, Youth)• Service Quality
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MOBILE RESEARCH: IT’S UNAVOIDABLE
500% rise in mobile internet penetration
People are likely doing online surveys using their mobile devices, whether you plan it or not!
SOURCE: GUY ROLFE, KANTAR AT MOBILE RESEARCH CONFERENCE, MARCH 9 2010
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AGENDA
1. WHAT IS MOBILE RESEARCH?
2. OPPORTUNITIES & CHALLENGES
3. CASE STUDIES FROM FLY RESEARCH
4. SUMMARY
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OPPORTUNITY FOR RESEARCHERS
SPEED
60% of completed surveys were returned within 15 minutes of distribution and 90% within an hour
– Lightspeed Research, 2009
Near real-time impact
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OPPORTUNITY FOR RESEARCHERS
ACCESS
Youth, executives, unplugged
Virtually anywhere - PERSONAL- PRIVATE- PORTABLE
SOURCE: GUY ROLFE, KANTAR AT MOBILE RESEARCH CONFERENCE, MARCH 9 2010
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OPPORTUNITY FOR RESEARCHERS
ENRICHED INSIGHTS
In-the-moment
Photos
Geo-location
SOURCE: CHRISTIANFRANZEN, MINDSHARE AT MOBILE RESEARCH CONFERENCE, MARCH 9 2010
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CHALLENGES: TECHNICAL
Thousands of devices/displays
Various platforms
Various support of communication methods
WAP, SMS, MMS, website browser/plug-ins, touchscreen ability
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LAPTOP, NETBOOK, IPAD “OLD SCHOOL” WML“MODERN” HTML, X-HTML; TOUCHSCREEN OR NOT
CHALLENGES: PSYCHOLOGICAL
What is this going to co$t me?
Is this private?
How did they get my mobile number?
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CHALLENGES: PROCESS
Survey design
Data collection
Integration across modes
Cost {to the researcher}
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HOW CAN WE OVERCOME THE CHALLENGES, AND SEIZE THE OPPORTUNITIES?
THE RIGHT SOFTWARE
Automatic device detection and display adjustment (~5000 kinds!)
Choose platform that integrates across online, offline & mobile
EFFECTIVE PLANNING
Research on research
Practical applications
Best practices
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AGENDA
1. WHAT IS MOBILE RESEARCH?
2. OPPORTUNITIES & CHALLENGES
3. CASE STUDIES FROM FLY RESEARCH
4. SUMMARY
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CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY PROJECT
Snapshot of 11-15 year olds in the UK
Understand their own perceptions of their wellbeing and what impacts upon it, positively and negatively
We looked at those factors most directly related to commercial activities
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200 Completed Surveysand 50 Photographs
CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY METHODOLOGY
Surveys were completed using the mobile web
495 Questionnaires of 4 questions each
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24 HOURS LATER
CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY QUOTES
Wakefield, Age 15, Social Class AB
“If there was one thing I would miss the most it would be my mobile phone, as it has everything from talking to my friends, to going on MSN for free to surfing the internet and most important making free calls via Skype. I would not be able to cope without having my daily dose of texting after school.”
Corley, Age 15, Social Class D
“The person I'd miss the most is my little brother Sameer. I would miss him because I adore him, and my day would suck if I didn't see him!!”
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CASE STUDY // ADVERTISING ASSOCIATION UKCHILDREN’S WELLBEING STUDY
LESSONS LEARNED!
Understand the cost associated with sending back MMS messages, and provide a sufficient incentive to do so – along with instructions to describe any photo or video submissions
Incorporate the Vox Pop part of the project within the initial survey to save on SMS costs
Gain parental permission to use photos and quotes if the report will be in public domain
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CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
Exclusive qualitative study on brand impressions of 10 household brand
Teenagers aged 13-19
OBJECTIVE: to monitor brand touchpoints and understand how teenagers interact with brands on a day to day basis
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21CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
465 interviews gathered from 15th -19th April using mixed mode online and mobile web methodology
164mobile phone surveys recorded at every brand
interaction over 3 days
301 online surveys re: brand interaction; captured mobile phones
STAGE IISTAGE I
CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
STAGE I
Routine online questionnaire online and mobile panel members (jointheq.com and MyVoice.co.uk)
STAGE II
Used the internet browser on the teens’ mobile phones
The questionnaire was delivered via an SMS message that automatically launched the survey on the mobile phone
The same questions were answered each time a brand was seen by the teenager and the data gathered in real time in order to capture the nature of the brand experience In as fresh a way as possible
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CASE STUDY // MARKETING MAGAZINEBRAND DIARY PROJECT
LESSONS LEARNED IN STAGE I
Need for parent permission prior to contacting teenagers
Teenager mobile contact details
Special care needed when asking for teenager name, age and phone details
LESSONS LEARNED IN STAGE II
Need for teenagers to complete diary on all three days
Need to remind them of the brands we’re interested in
Reminders sent to teenagers at regular intervals
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CASE STUDY // MERCEDES BENZ UKCUSTOMER SATISFACTION STUDY
OBJECTIVES:
Serve fleet and lease drivers better
To establish customer relationships with unknown customers
To assess satisfaction with services provided by authorised repairers
TARGET AUDIENCE:
Mercedes Benz fleet and lease drivers whose cars had just been in for a service
Birmingham and London
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CASE STUDY // MERCEDES BENZ UKCUSTOMER SATISFACTION STUDY
RESULTS:
First-ever feedback from important clients!
Established client-customer relationships
Had the ability to fix any complaints or problems
15 question satisfaction
survey
Text invitationslaunch surveys
Service centers send details via Excel
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MS EXCEL SMS MOBILE WEB
CASE STUDY // MERCEDES BENZ UKCUSTOMER SATISFACTION STUDY
LESSONS LEARNED:
Inform the customer that they will be receiving a customer satisfaction survey on their mobile
Send the survey out within two days of the customer interaction taking place
Keep the questionnaire short and decide on key questions
Get the invitation SMS message right
Outline any cost associated with completing the survey
Provide a relevant incentive
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CASE STUDIES // BEST PRACTICESOVERCOMING CHALLENGES
Technical
The right software can solve the multi-device riddle
Anticipate mobile use even for regular online surveys!
Psychological
Have data protection and privacy statements readily accessible
Outline any costs that could be associated with participating
Process
The right software can solve some process issues, particularly for multi-mode projects
Planning is critical
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CASE STUDIES // BEST PRACTICESTHE MOST IMPORTANT GUIDES TO FOLLOW
WHO? Mobile is best for Young People, B2B, Hard to Reach, On Mobile Research, Developing Nations
WHEN? Most surveys are best sent out around 4pm in the afternoon
WHAT? Preferred survey length – 10 to 15 questions or 10-15 clicks;Recommended question types – Single/Multiple select, Open-ended, Matrix
HOW? Use multimedia for Qualitative studies / Bringing Research to life
HOW MUCH? With increased response and engagement rates, mobile can be cheaper even with higher incentive and reimbursement rates.
Most mobile phones users now have data packages included in monthly contracts or top up credit
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AGENDA
1. WHAT IS MOBILE RESEARCH
2. OPPORTUNITIES & CHALLENGES
3. CASE STUDY FROM FLY RESEARCH
4. SUMMARY
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Consumer
Researcher
Marketer
MOBILE RESEARCH: WHY IT MATTERS
TO THE RESEARCHER – SPEED, ACCESS & ENRICHED INSIGHTS
TO THE RESPONDENT – CONVENIENCE!
Engaged
In-the-moment
On-siteFast turnaround
Access to niche sample
Efficient process Convenience
Personal
Anytime, anywhere
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GLOBALPARK IS YOUR BEST PLATFORM FOR {ONLINE, OFFLINE, MOBILE} FEEDBACK MANAGEMENTFLY RESEARCH IS A BESPOKERESEARCH AGENCY, USING THE LATEST MOBILE & ONLINE TECHNOLOGY
ANY QUESTIONS? USE THE Q&A FEATURE OR CONTACT US:
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Your best partner to engage
{customers, employees, partners}
and capture actionable insights
that drive business improvement
GLOBALPARK HELPS AGENCIES & END-CLIENTS GAIN INSIGHTS TO MANAGE WHAT MATTERS
INNOVATION LOYALTY REVENUE REACH
[email protected]/Globalpark_News
CONTACT
Globalpark AGKalscheurener Str. 19a50354 HuerthGermany(Headquarters)Tel.: +49 2233 7933 6
Globalpark Inc.299 Broadway, 19th FloorNew York, NY 10007United States of AmericaTel.: +1 888 299 9422
Globalpark UK Ltd.5 Archie Street London SE1 3JTGreat BritainTel.: +44 207 403 3900
LOCATIONS
GlobalparkOesterreichGmbHWassergasse 251030 ViennaAustriaTel.: +43 1715 0289 11
ABOUT US Globalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach.
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