febelmar mobile research event 26052015 - research now deck

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Why Doing Research the Old Way Doesn’t Cut It in 2015 (and Beyond)

Brussels, May 26th 2015

Caspar OvergaauwClient Development Director Benelux

©2015 Research Now Group, Inc. 2

©2015 Research Now Group, Inc.

Mobile survey top-3 quant data collection method

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Source: 15th edition of the GreenBook Research Industry Trends Report

What types of research you’ve been involved in conducting or purchasing the last year?

Q1:2013 to Q2:2014; Base: 817 Q1-Q2 2014; 2229 Q3-Q4 2013; 0 to 1372 Q1-Q2 2013

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Mobile common sense among new techniques

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Source: 15th edition of the GreenBook Research Industry Trends Report

What use of these techniques and approaches do you see ahead in your future?

Q1-Q2 2014; Base: 435 to 494

©2015 Research Now Group, Inc. 5

©2015 Research Now Group, Inc.

Problem

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Are my restrooms

clean?

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Solution?

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©2015 Research Now Group, Inc.

Shifting Landscape of Research

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Shifting Landscape of Research

Why mobile matters

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Mobile Traffic

Improving participant experience, client experience, and data

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Mobile Research ScoreRating SystemTM

Weighted scoring of ten criteria:

1. Scale Lengths

2. LOI

3. Number of Open Ends

4. Question Text

5. Number of Answer Choices

6. Use of Flash

7. Use and Rendering of Grids

8. Use of Rich Media

9. Audio or Video Streaming

10. Responsive Design

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Transitioning from Old to New

Challenges and opportunities

Put participants first

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Make surveys shorter and friendlier

Be creative and engaging

Get closer to the point of experience

Collect better data

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Something Old – Product Usage

Approaches:

Online survey recalling past usage of product(s)

In-person interview about usage and usage occasion (often controlled and/or out of environment)

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Approaches

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Something New – Product Usage

Approach:

- Profile survey

- Toilet inventory with photo

- Product placement

- Mobile diary with video

Objective:

- Understand toilet paper usage truly in the moment

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Objective

Approach

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Something New – Product Usage

Outcome:

- LOTS of videos

- Deep comparative understanding of usage and flushability

- Segmentation of user types

- Marketing decisions based on real needs in intimate product space

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Outcome

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Something Old – In-store Research

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Approaches:

Researcher-administered intercept interviews in store in aisle or at the exit

Ethnographer-guided shop-a-longs

Approaches

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Something New – Multiple Touch Points

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Approach:

- Screen/profile

- Planning survey

- In-store directed shop

- At home usage test

Objective:

- Understand pre-store planning, shopping behaviors, and consumption experiences

Objective

Approach

©2015 Research Now Group, Inc.

Something New – Multiple Touch Points

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Outcome:

- Balanced sample at the point of purchase

- More robust shopper understanding

- Correlation between product use and future purchasing

- Insights into consideration and conversion

Outcome

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Something Old - Mobile Device Usage

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Approaches:

Collect stated behavior on device usage – either historical or in diary format

Utilize aggregated and/or syndicated data

Approaches

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Something New – Mobile Device Usage

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Approach:

- Integrate multiple data streams/sources:

- Profile participants

- Passively-collected behavioral data

- Qualitative deep dives

- Topical surveys

Objective:

- Understand how people use their mobile devices in the US and UK, track trends, and answer custom questions

Objective

Approach

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Something New – Mobile Device Usage

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Outcome:

- Comparison of stated and actual behaviors

- Rich understanding of what impacts usage

- Custom segmentation of smartphone users and understanding of engagement

- Track changes in usage over time and around key events

- Insights geared toward specific industries and clients

Outcome

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Something Old – Ad Effectiveness

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Approach:

Treat all media similarly in approach

Ask OTS questions in addition to necessary survey questions

Approaches

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Something New – Ad Effectiveness

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Objective:

- Understand effectiveness of online campaign geared towards gamers

Approach:

Objective

Approach

CA

MPA

IGN

EV

ALU

ATIO

N

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Something New – Ad Effectiveness

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Outcome:

- Effectiveness measured from simultaneously fielded test and control

- Significant breakthrough for the brand amongst most active gamers

- Positive impact on brand perception for female gamers

Outcome

©2015 Research Now Group, Inc.

Moving Forward into the Future Present

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Break with tradition

Be more creative

Integrate methodologies and data sources

Utilize new technologies

Think with mobile in mind

Integrate methodologies and data sources

Think with mobile in mind

©2015 Research Now Group, Inc.

Thank You Slide

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Caspar Overgaauw, Client Development Director Benelux

Thank You for Attending

covergaauw@researchnow.com