febelmar mobile research event 26052015 - research now deck
TRANSCRIPT
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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
©2015 Research Now Group, Inc.
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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©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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
©2015 Research Now Group, Inc.
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