the latest trends in mobile market research
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The Latest Trends In Mobile Market
Research
Ray Poynter
Tokyo, July 2014
IIeX - 2014 Amsterdam, Netherlands, February 2014
Santiago, Chile, April 2014
Atlanta, USA, June 2014
IIeX – APAC, Sydney, December 2014
Ray Poynter Co-Chair
Top speakers from: • USA • Europe • Australia • Asia • Africa
From inside and outside marketing research – suppliers and clients.
Topics: • Mobile • Big Data • Neuroscience • Facial coding • Voice analytics • Visualisation • Communities • Gamification • Bio metrics • Digital
ethnography • Passive data
collection • Start-ups • Innovation • New business
models • New sample
sources
Trends in Mobile – Big Picture
Ubiquity
24/7
Smartphone
Internet enabled
App running
Multiple sensors
Linked to other data
Growing share of current modes of research
Participative Passive In the moment Location based Push
Available from the JMRX Facebook Page
Outline of the Book - 1
PART 1 Mobile Market Research
• Overview of Mobile Market Research
• Mobile Research in Action
• The Technology of Mobile Market Research
PART 2 Qualitative and Quantitative Research
• Mobile Qualitative Research
• Mobile Forums and Online Focus Groups
• Mobile Diaries and Ethnography
• Mobile Quantitative Research
• Designing and Conducting Mobile Surveys
Outline of the Book - 2 PART 3
The Methods and Applications of Mobile Market Research • mCAPI –Mobile Computer Aided Personal Interviewing • mCATI – Mobile Telephone Interviewing • Mixed-Mode Research • Utilizing Passive Data • Panels, Lists, and Communities • International Mobile Research
PART 4 Researching the Mobile Ecosystem, Ethics, and the Future
• Researching the Mobile Ecosystem • Ethics, Laws, and Guidelines • Research-on-Research • The Evolving Picture • Glossary • References
What is Mobile Market Research?
• Self-completion surveys conducted on a mobile device (e.g. phone or tablet)
• Web surveys where some people are using mobile devices
• Passive data collection
• Participant research
• Taking part in online qual using a mobile device
• mCAPI – where interviewers use mobile devices
• CATI – telephone interviews where some people are answering via mobile phone
Why the Interest in Mobile?
• People have their mobile phones with them 24/7
• Nearly everybody has a mobile phone
• Mobiles are becoming smartphones
• Mostly iPhone and Android
• Increasingly used in traditional market research
• Creating new types of market research
ITU Estimates per 100 People
Phones per 100 is NOT penetration. Some people have more than 1 phone.
Mobile Subscriptions Regional
Worldwide Mobile Operating Systems
In terms of operating systems on devices visiting websites
Google Trends – Global
Japan Mobile Operating Systems
In terms of operating systems on devices visiting websites
The Growth of Mobile Research Existing Research
– Larger share of CATI (often more than 50%)
– 25% of online surveys
– mCAPI is replacing CAPI and PAPI
– Online discussions and online focus groups
New Research – In the moment
– Participant research
– Passive data collection
– In-app collection
– Geofencing, location, tracking etc
– Quantified self
mCAPI Tesco Customer Satisfaction
• F2F, at 950 stores in UK
• 100 interviews per 2 weeks, per store
• 50,000 interviews per week
• Marketing Sciences + tablets
• GPS + SIM + App
Case study provided by Marketing Sciences and Tesco and reported in the new book.
mCAPI
Trade Census
Multi-country, multi-culture
Mobile phone + app
GPS: location & tagging
Surveys
Photos
In the moment
• The hottest thing in mobile is ‘in the moment’
• Collecting data when things happen
• Not relying on people’s memory
• Examples:
– When travelling
– When shopping
– When using a service
A day in the life
1578 beverages
400 consumers
1 day
Mobile Diary
Diary framework
BEVERAGES
Who?
What?
Why?
When?
Where?
What else?
Mobile interface
What and when?
0%
20%
40%
Before 7am 7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm
Coffee
Tea
Fruit Juice
Fizzy drink
Energy Drink
Water
Alcoholic drink
Where at home?
Kitchen
Living room
Dining room
Bedroom
Bathroom
Somewhere else at home
Kitchen
Living room Dining room
Bedroom
Bathroom
Garden / yard Somewhere else
at home
Men Women
What Are Apps
An app is software downloaded onto a mobile device
– Games, maps, books, calculators
– And research apps
Research apps include
– Surveys
– Qual (including mobile diaries & ethnography)
– Passive (more on this in a moment)
Apps, Pluses and Minuses Positives
• Does not necessarily need the internet to be available
• Can access more of the phones features:
– Locations
– Sensors
– Camera/Video
• Can ‘push’ the survey
Negatives
• Must be downloaded
– Technical issues
– Respondent reluctance
• Must be written for each platform
• Less central control – e.g. quotas
What is Passive Data?
• Passive data does not require the respondent to enter the data
• Examples:
– Location data collected automatically
– Phone usage data
– Internet usage data
– Movement, temperature, light etc.
– Interactions with other phones and services
• Requires permission
Geo
• Geotracking – interesting but difficult and most of the results are not useful to marketers
• Geofencing – a major growth area
– Create a boundary around a site (say a Starbucks)
– When somebody enters or leaves their phone ‘knows’
– Launch marketing, information, or market research
– iBeacons are currently key to this approach
WE-research – Participant Research
How Many Cereal Packs? • In survey, number of
claimed cereal packs lower than expected
• 150 participants selected
• Take photos
• Showed people had almost twice as many cereal packs as claimed
Case study provided by MMR and reported in the new book.
Location Base Research - USA
Case from Locately – USA location analytics company
• US 4th July celebrations
• 918 completes
• Opted to share GPS location via Locately smartphone app
• Macro and micro level data
Case study provided by Locately and reported in the new book.
Currently UK Mappiness has 58,481 participants
More New Stuff
Flurry
Web messaging
February 2014 $19billion
Location – Telcos
EE, O2, Vodafone 20 million people
Trends in Mobile – Big Picture
Ubiquity
24/7
Smartphone
Internet enabled
App running
Multiple sensors
Linked to other data
Growing share of current modes of research
Participative Passive In the moment Location based Push
Thank You
Available from the JMRX Facebook Page
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