mobile research case study - the royal wedding

THE PLACE FOR MOBILE RESEARCH?THE GREAT BRITISH ROYAL WEDDING Simon Atkinson, Ipsos MORI & Sean Conry,

TechneosESOMAR 3D Conference, 28 October 2011

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THE EVENT

A major event like this poses a range of questions:

• What is the prevailing mood?

• What happened on the wedding day itself?

• What is the long term impact? ?No single research method can answer all of these questions

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MULTI-MODE & MULTI-CHANNEL

UNDERSTAND METHOD

The prevailing mood

The intensity of the experience Online listening (before, during, after)

The citizen experience of the event as it was happening

Mobile ethnography

Traditional opinion poll (telephone)

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WHAT IS THE PREVAILING MOOD?QUESTION ONE

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TO MEASURE THE PREVAILING MOOD, WE USED A TRADITIONAL TECHNIQUE: THE OPINION POLL

The Brief

1. Representative sample

2. Snapshot of public mood

3. Trends over time

4. Differences by sub-group (e.g. age)

1,000 adults, aged 18+, 15-17 April for Reuters

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A GLOOMY BACKDROP TO THE FOUR-DAY WEEKEND: IT’S THE ECONOMY, STUPIDWhat would you say is the most important issue facing Britain today? What do you see as other important issues facing Britain today?

Base: 988 British adults 18+, 1st -7th Apr 2011Source: Ipsos MORI Issues Index

Series1 62

24

22

22

20

17

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9

Unemployment

Economy

Defence/Foreign Affairs/Terrorism

Education/Schools

NHS

Race relations/Immigration

Crime/Law and order

Inflation/Prices

Petrol prices/Fuel

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75%

18%

7%DON’T KNOW

REPUBLIC

MONARCHY

“BRITAIN SHOULD REMAIN A MONARCHY”:

Would you favour Britain becoming a republic or remaining a monarchy?

Base: 1,000 British adults 18+, 15th - 17th April 2011. In the trend data, in some cases the question wording included: "If there were a referendum on the issue…“, in others, the wording was: “Do you favour Britain electing its Head of State or do you favour Britain retaining the monarchy?”

Apr

-93

Jan-

94

Dec

-94

Sep

-97

Mar

-98

Aug

-98

Oct

-98

Nov

-98

Jun-

99

Nov

-99

Jun-

00

Dec

-00

Apr

-01

Dec

-01

Feb

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May

-02

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Apr

-11

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APRIL 2011 APRIL 1993 - 2011

MONARCHY

REPUBLIC

IT’S BEEN LIKE THIS FOR TWENTY YEARS!

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46%SHOULD

Jan-

94

Dec

-94

Nov

-95

Aug

-96

Jul-9

7

Aug

-97

Sep

-97

Sep

-97

Aug

-98

Nov

-98

Jun-

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Dec

-00

Apr

-01

Apr

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Apr

-11

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SHOULD PRINCE CHARLES GIVE UP IN FAVOUR OF PRINCE WILLIAM?Do you think that Prince Charles should or should not give up his right to be the next monarch in favour of his eldest son, Prince William?

Base: 1,000 British adults 18+, 15th-17th April 2011Source: Reuters/ Ipsos MORI

APRIL 2011

DON’T KNOW

SHOULD NOT

JANUARY 1990 – APRIL 2011

SHOULD

SHOULD NOT

IT EBBS AND FLOWS

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WHAT’S BEING SAID ONLINE?QUESTION TWO

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WE USED A RELATIVELY NEW TECHNIQUE: SOCIAL LISTENING

The Brief

1. Quantify: measure the buzz

2. Track the build up

3. Identify where buzz is coming from

4. Build a picture of what’s being said

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5 APRIL 2011

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MENTIONS OF “ROYAL WEDDING STREET PARTY” DATES

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01 M

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PLANNING

THE DAY ITSELF

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SITES MOST LIKELY TO MENTION “STREET PARTY”

TOP SITES TOP BLOGS & FORUMS

www.facebook.com 1325www.youtube.com 175www.bbc.co.uk 107answers.yahoo.com 80www.1bdnews.com 71www.telegraph.co.uk 69www.dailymail.co.uk 65www.thisislocallondon.co.uk 65feeds.bignewsnetwork.com 58

answers.yahoo.com 80forums.moneysavingexpert.com 54www.digitalspy.co.uk 46www.digitalspy.com 33www.thestudentroom.com 31news.scotsman.com 30profiles.google.com 27www.1bdnews.com 25business.scotsman.com 22londonist.com 20

twitter.com 5236

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04 A

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50000

100000

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“ROYAL WEDDING” ONLINE MENTIONS: SHARP PEAK ON 29TH APRIL…

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HOW CAN WE GET CLOSER TO WHAT WAS HAPPENING?

QUESTION THREE

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CITIZEN JOURNALISM:Understanding citizen experience of the event and changes in perceptions and attitudes throughout…

Research Design

Structured survey – pre and

post

Point in time

feedback

Royal Wedding moments

GPS

Photos

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GOALS

1: Build “real-time” picture of what’s happening

2: Qualitative - how are people feeling

3: Behavioural - what are people doing

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MOST ACTIVITY ON THE SURVEY WAS ON THE WEDDING DAY…

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00.0028.04.11

00.0029.04.11

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THURSDAY FRIDAY SATURDAY SUNDAY

TIME OF ENTRY

NU

MB

ER

OF

EN

TR

IES

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ON TO THE DAY ITSELF…

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AS IT HAPPENED…

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A BANK HOLIDAY “PLUS” SOMETHING SPECIALFrom our texts and images we saw that most were looking forward to spending time with friends and family primarily - but the wedding also prompted interest, excitement and the chance for new kinds of parties and events, often around the TV set.

SOME SAW THE WEDDING AS THE BACKGROUND TO THEIR DAY…

FOR OTHERS, IT WAS THE CENTREPIECE OF A MORE FORMAL EVENT

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UNPLANNED EXPERIENCE

PRE-WEDDINGWhat are you most looking forward to?

“Nothing in particular”

POST-WEDDINGHow did the

Royal Wedding make you feel?

“Proud to be British”

BRIDGERULE

WHITSTONE

MORNING“Thinking William & Harry look very happy and at ease”

“Off to the village party”

AFTERNOON“Children of the village having a party”

AFTERNOON“Whitstone village party”

AFTERNOON“Buffet in Whitstone village hall”

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PURPOSEFUL EXPERIENCE

TOPSHAM

EXMOUTH

MORNING“We are going to a special event at The Bridge inn, Topsham and are looking forward to a great day with bubbly, hog roast and cream tea”

AFTERNOON“We’ve arrived at The Bridge, Topsham (the only pub visited by the Queen) for a special event. Looks good so far !”

“Wonderful moments, now tucking in to refreshments !!!”

EVENING “Resting after a memorable day”

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PARTICIPANTS WERE SPREAD ACROSS GB

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SUGGESTION OF HALO EFFECT FOR ALL ROYALSAnd for Britain’s confidence in general?

“I am enjoying the wedding far more than expected. A staunch anti-royalist, my views have changed today”

“It is this type of thing that is the best of Britain, nothing to do specifically with the royal family but more to do with being a part of a community”

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62%

DON’T KNOW

WILL

WILL NOT

SHORT-TERM CHANGE: LONG TERM IMPACT?Looking to the future, do you think Britain will or will not have a monarchy in 50 years?

Base: 287 participants pre-wedding; 244 post-wedding

PRE-WEDDING POST-WEDDING

73%

WILL NOT

DON’T KNOW

WILL

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LESSONS FOR THE FUTUREPART FOUR

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KEY LESSONS

?Can we engage “regular respondents” in mobile research?

Is this interesting?

Did we get closer to a

360 degree view?

25% from working class backgrounds

1,297 “surveys” from 287 people

287 pre-wedding, 244 afterwards, 783 “wedding moments”

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COMPETITIONS, BRAND LAUNCHES, TV EVENTS?

THE UNEXPECTED?THE OLYMPICS?

MOBILE RESEARCH - FURTHER APPLICATIONS

• Mass or civic events

• Pinpoint moments of highest engagement or involvement

• Identify moments where communications may be important

• Understand how communications are received in real time

CUSTOMER JOURNEYS?

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5 APRIL 2011

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THE EVENT IN QUESTION

Source: BARB & BBC * including iPlayer etc.

Series1William & Kate Wedding (2011)

Series1 24.0

28.6Apollo 13 Splashdown (1970)

JFK Assasination (1963)

Eastenders Den & Angie Divorce (1986)

England vs West Germany (1966)

Series1 32.3

28.6Charles & Diana Wedding (1981)

Funeral of Diana (1997)

24.3

31.6*

Series1

32.3

Series1

30.1

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THANK YOU Simon Atkinsonsimon.atkinson@ipsos.com

Sean Conry sconry@techneos.com