Mobile Focus Groups Change the Game

March 2012

Brands have a lot of touchpoints with the customer, and need to test all of themProduct Design Packaging

Store Placement

Media Effectiveness

click here to see the traditional focus group

How do they know these tests work? They’re tried and true methods

However, current methodologies have their known pros and cons

Focus Groups

Customer Interviews

Passive Monitoring

Online Survey

Intimate

Targeted

Wide Net

Large Scale

Group think

Low Scale

Disassociated

Out-of-context

Pros Cons

Enter the mobile focus group

Large Scale

In-context Natural Flow

Intimate Moderated

Real-time

Two-way

TargetedIn-the-moment

What can mobile focus groups deliver?

Pre-screened, compensated panelists

Directed vs. passive

Real-time with options for live moderation

Both Qualitative and quantitative

Can include Survey, photos, audio, video

Can happen @store, @home, @street, @anywhere

Understanding this (still) emerging technology

AgeIncome

Smartphone penetration is nearly 50%, but there are some demographics where there is slower adoption

Mobile focus groups still work for these demographics, but considerations need to be made for time and sample

size

How can a mobile focus group be used?

Standalone Study

Confirm the results of traditional methodology

Field-enable existing panels

Canvassing

Field confirm findings from other methods

Focus Groups

Customer Interviews

Product Testing

Online Surveys

Out-of-context

Field-enable your non-mobile panels with

Gigwalk to confirm study findings when presented

in context

In-the-moment

“What do you think of this this can?”

Share information, feedback across your panel.

Recruit new peopleinto your panel.

Private mobile panels

Create a private group of panelists

Real time mobile moderation

Monitor study progress.

Send messages in

real time

Use tools

Select your panelists

Mobile focus groups in action

Frozen Food Taste

Taste vs. preparation ease

Apparel Selection

Intimate feedback

Shopper Planning

Impulse adjacencies

Store Staff Knowledge

Variability by channel

Packaging

Damage consideration

Store Findability

Variations by cohort

In-contextpanelists are in the real world

Confirm existing methodsfield work confirms traditional methods

Higher scale Qualitative data at quantitative scale

Intimate insightscollect data that would otherwise be impossible

Reid Hoffman Michael Dearing Omar Hamoui (founder/ceo of AdMob)

Ariel Seidman

CEO / Co-FounderMatt Crampton

CTO / Co-Founder

• Data & mobile technologists

• Former Yahoo! executives

• Worked with hundreds of major brands

• Thrive on solving big, hairy problems

• Venture backed company

Who is Gigwalk?

Field Research

Retail executionInventory confirmationAdjacencies & pricingCompetitive research

Gigwalk solution sets

Consumer Insights

Screen mobile panels Consumer behaviorIn-the-moment perceptionsOpinions, behavior, tastes

http://gigwalk.com/research Learn More at:

Recognized for mobile work & insights

Top brands on Gigwalk

Appendix

Gigwalk’s panel comprehensive coverage

Near 100% Gig completion rate

Can accommodate fast turn-arounds (hours)

✔

✔

Data collection capabilities

Target Gig by DeviceiPhoneAndroid

iPadEtc.

4 - 8 Megapixels >18 Megapixels

DSLRLensesTripod Etc.

Request Differing Photo TypesBasic PhotosProduct

Entire Shelf Etc.

Store Panoramas

VideoUse 3rd

Party App

Structured Questions**

Wi-Fi Sniff

Additional Data Capture Capabilities

Coming Soon: Barcodes scan** Include yes/no, multiple choice, multiple select, structured fields, and free text entry – can integrate with 3rd party tools

Audio

Multi-platform mobile solution

Today Future

• Ensures broader and deeper geographic

coverage

• Ensures balanced panel demographics

• Multiple devices support more Gig types