Download - Is Mobile Qual a New Method - Field Agent
APRIL 1-3, 2014 TORONTO
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
Same Methodology: New Technology
Unique Features
Guidelines and Regulations
2
Is Mobile Qual a New Method?
1
2
3 © Field Agent, Inc. 2014
Mobile Interview
Mobile Community
Same Methodology: New Technology
Shop-a-long In Person Interview
Online Community
+ +
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1
Unique Features (Quality Control)
History
Time Stamp
GPS Marker
Media
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2
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Guidelines and Regulations 3
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Guidelines and Regulations 3
Key principles • Distinguishing market, social and opinion research as a purpose • Conforming to law • Consent and notification • Protecting personal data • Ensuring no harm • Children • Reputation of the industry • Reporting
Special considerations for certain social media • Downloadable and web-based apps • Passive data collection • Photographs, video and audio recordings • Mystery Shopping • Incidental data • Appropriate design
A few things that we’ve learned along the way…
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Why people freely engage on mobile?
• People are now used to sharing thoughts and photos
• New Apps enable sharing photos in a fast and easy way
• Mobile Technology providers are capitalizing on a normal progression
Technology è usage è habit (code/app)
© Field Agent, Inc. 2014
Where does Mobile fit?
Mob
ile
(loca
tion
spec
ific)
Know
ledge N
etworks
Kno
wle
dge
Net
wor
ks
Mobile
(location specific)
1 10
Family and
Friends
Fam
ily a
nd
Frie
nds
Panel D
P
anel C
Panel B
P
anel A
Consumer Centric
Shopper Centric
National (location specific)
Representative
Pan
el D
P
anel
C
Pan
el B
P
anel
A
Pan
el u
sing
cel
l ph
ones
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How we connect via Mobile
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Web App
Text Native App
Passive
Quant
Qual
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Mobile Data Categories
?
123 ?
Hackers
Device Size
Trust in Data
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Issues with Mobile “Today”
Speed
Cost Coverage
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Where does Mobile win?
Point of Influence™
Mobile Supplements Current Research
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Point of Influence™
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Zero Moment of Truth (determining a need/want)
First Moment of Truth (product/service selection)
Second Moment of Truth (product/service usage)
Information at the Point of Influence™
Point of Influence™:
? 123 insights
data
photos video
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© Field Agent, Inc. 2014
Conducting Private Projects
Second Moment of Truth (product/service usage)
R&D Example
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Sample Photos
Diaper After Use
Diaper After Use
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Conducting Ideation and Concept Testing
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Usage Confirmation (In Home example)
Electric Outlets
Media Mount
Device Mount Lighting
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Device Adaptors
Electric Outlets
Lighting
Integrated adaptors or USB hookups for popular devices
Neat, organized electrical outlets integrated
Rope and clip lighting that fits without overheating
Concept Testing
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Usage Confirmation (In Home example)
23
Rick West
CEO, Field Agent
Jeff Doucette General Manager, Field Agent Canada
Contact Information
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO