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Post on 15-Aug-2015
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Mobile Research is about Engagement
Smartphone is a life companion People have their mobile phones with them 24/7
Suited with the live sharing behavior Suited to an “on the go” lifestyle
Mobile Research is about Context
It’s about using mobile devices to conduct market research : In the real life In context In the moment of truth
to capture spontaneous reactions Anywhere Anyhow Anytime
for a better understanding of the consumer's behavior and emotions
Why use Mobile Research?
Smartphone is a toolbox Instant messaging
Emailing
Audio listener (MP3)
Audio/photo/video capture & sharing
Geo location
Scanner
Web surf
Apps
5
All the benefits of Mobile
Geolocation (GPS positionning, tracking, fencing…)
Push notification
Video & audio testing
Rich media inputs (voice, audio, pics, video…)
Barcode scanning
Instantaneous reactions & emotions
Immediacy, fewer recall issues
Fewer & shorter questions -> higher data quality
Better quality open-ended responses
Contextual insights
Respondent convenience
Greater youth engagement
The Growth of Mobile Research
Traditional Research
SMS survey
CATI – telephone interviews where some people are answering via mobile phone
mCAPI – where interviewers use mobile devices
Web surveys where some people are using mobile devices
Taking part in online discussions and online focus groups using a mobile device
Mystery shopping, real time purchase insights
Time/budget, diary
7
New Research
Self-completion surveys conducted within a mobile app
Snapshot : Instantaneous feedback
Collaborative research : spontaneous input in the moment
Passive data collection: Geolocation, tracking, Geofencing etc…
CASE #1 Day after recall program
viewership during the Belgian Red Devils games
at the World Cup 2014
88% 94%
77%
59%
82%
66%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bra-Cro (thu) Ned-Spa (fri) Bel-Alg (tue) Bel-Rus (sat) Bel-CdS (thu) Bel-USA (tue) 1/4 final: Bel-Arg (sat)
At home Friends, Family In a bar, pub widescreen in a private area widescreen outside
Viewing places : boom of Out-of-Home
Mobile Day After Recall World Cup 2014 9
41% 44%
18% 34%
23%
6% 12%
56%
14%
9%
5%
16%
At home
Friends -
Family
Widescreen
outside
In a bar - a
pub
Widescreen in
private area
Mobile Day After Recall World Cup 2014
44% Out of home :
Viewing pattern
Argentina Belgium
11%
4%
15%
24%
83%
No via online forums via SMS, Viber, Snapchat
via social networks with people live
The power of Word of Mouth
Argentina Belgium
38%
14%
13%
12%
10%
9%
9%
7%
7%
4%
Jupiler
Kia
Hyundai
Coca-cola
MAc Do
Sony
Visa
Addidas
Castrol
Belga-Prox
Advertising recall
Argentina Belgium
88%
30% 13% 10% 10% 3%
Online Banking Mobile Banking - smartphone
Self'Bank Phone Banking Mobile Banking - tablet Branch office
28%
13% 13% 11% 11%
9% 4%
2% 2% 2%
9%
35%
Fashion Food Leisure Games Childcare Travel Beauty IT Sport Home furniture Other Nothing
Banking activities touchpoints
Type of goods online purchased
0%
5%
10%
15%
20%
25%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Banking
Online purchasing/shopping
Weekly dispersion of activities
Oh my god! I’m digital!!
6,9%
3,3%
2,9%
2,9%
2,4%
2,0%
1,7%
1,6%
1,5%
1,5%
1,2%
1,2%
1,1%
1,1%
1,1%
1,1%
1,1%
1,0%
1,0%
1,0%
1,0%
Jupiler
Coca-cola
Carrefour
Kia
Hyundai
Mac Do
ING
Sony
MediaMarkt
Samsung
B post
Belgacom-…
Addidas
Colruyt
Nivea
Zwan
Visa
Brussels …
Kruidvat
M&M's
Unibet
Top 40 most impactful brands
0,9%
0,9%
0,9%
0,8%
0,8%
0,7%
0,7%
0,7%
0,6%
0,6%
0,6%
0,6%
0,5%
0,5%
0,5%
0,5%
0,5%
0,5%
0,5%
0,5%
0,5%
Aquarius
Lidl
National …
Castrol
Pepsi
Be win
Devos …
Quick
Bel cheese
Budweiser
Continental
Fly Emirates
Albert Heijn
BMW
Carte d'or
Croky
Hema
Johnson&Jo…
Sud Presse
Maes
Nike
More than 900 brands mentioned
Collaborative research
No constraints, just guidelines
Don’t think about “surveys” but “content”
Let inspiration & emotion speak
Make things, short, easy & funny!
Instant, context & engagement are key
Nor quanti, nor quali, Just great research :
Bigger samples
Quantitative question types, but also text, photo, video and audio questions
qualitative story telling
Research 3.0
21
MORE : MObile REsearch by
Mobilepanel.be: 1st Mobile panel in Belgium
500 members
Loyalty program
Work in progress
Survey Swipe: A dedicated Mobile Research App
Available for iOs & Android
Applications: Consumer journey
Mobile diary
Quick snapshot
In Store research
For any further information please contact:
Laurent Moreau
Managing Director
Mobile : +32 (0)486.64.85.64
lmoreau@aq-rate.com
AQ Rate
Chaussée de Waterloo – Waterloosesteenweg 255/4
B 1060 Bruxelles - Brussel
Tel : +32 (0)2/644.56.26
www.aq-rate.com
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