Mobile Research in The Real World

Laurent Moreau Managing Director – AQ Rate

26/05/2015

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?

Wide & fast growing penetration

4

46%

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

Oh my god! I’m digital!!

CASE #2 Mobile diary Digital mums

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!!

CASE #3 Advertising brand

perception tracking during the World Cup 2014

17

Mobile Questionnaire

3740 ads monitored & valuated

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

Mobile Research : Research of the future ?

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

Mobile Research in a nutshell

Question time

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