research in the mobile mindset smartees webinar (gmt session)
TRANSCRIPT
Research in the Mobile Mindset
Smartees Webinar
This is the full slidedeck of our ‘Research in
the Mobile Mindset’ Smartees Webinar
(GMT session). The main focus is on how
market research can help brands with
their mobile marketing challenge. The
main theme is elaborated, followed by some
interesting case studies from Kinepolis,
Andres & Vodafone.
2012 BEST PRESENTATION
ESOMAR 3D
Sébastien Van Laere Research Consultant, InSites Consulting
745.000.000 smartphone users
No environment is 100%
mobile-free anymore
35% 41% 64%
@Annaliezze
@Sebastienvl
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
THE CONSUMER VIEW
ALL DEVICES, ALL THE TIME, YOUR CHOICE
The Consumer View
@Annaliezze
@Sebastienvl
87% 84% 84% 79%
The Consumer View
WHERE DO YOU EXPECT TO SEE
ADVERTISING?
@Annaliezze
@Sebastienvl
“There’s no doubt about it,
facebook is a mobile company”
@Annaliezze
@Sebastienvl
Welcome in the
mobile research space!
Are you ready to jump?
@Annaliezze
@Sebastienvl
Are you ready for the mobile MRX quiz?
@Annaliezze
@Sebastienvl
New Opportunities New Risks
@Annaliezze
@Sebastienvl
?
? ?
?
Exploring
? @Annaliezze
@Sebastienvl
Recruitment
Mobile = online + offline research
@Annaliezze
@Sebastienvl
Should we worry?
Socio demographics Technological advanced Engagement
@Annaliezze
@Sebastienvl
Profile?
Impact?
Satisfaction?
@Annaliezze
@Sebastienvl
Time to reach 400 participants?
4 hours 4 days 4 weeks @Annaliezze
@Sebastienvl
1/Recruitment
?
?
?
Exploring
? @Annaliezze
@Sebastienvl
Get access to real behaviour
New information
@Annaliezze
@Sebastienvl
In the heat of the
moment?
@Annaliezze
@Sebastienvl
1/Recruitment
? ?
Exploring
?
2/Surveys
@Annaliezze
@Sebastienvl
How about mobile & MROCs?
@Annaliezze
@Sebastienvl
15 inch
4,3 x less engagement?
3,5 inch
@Annaliezze
@Sebastienvl
Does mobile make community members
less engaged?
@Annaliezze
@Sebastienvl
Yes No
Using the mobile app really
helps me staying in touch
more with the community “ “
Does mobile make community members
less engaged?
@Annaliezze
@Sebastienvl
@Annaliezze
@Sebastienvl
15 inch
Mobile leads to less rich data?
3,5 inch
Yes No No
@Annaliezze
@Sebastienvl
Members don’t post more, but…
…more contextual & personal stuff
@Annaliezze
@Sebastienvl
@McDonaldSimon
@Anoukw1 @Annaliezze
@Sebastienvl
More engagement
Richer contributions
@Annaliezze
@Sebastienvl
1/Recruitment
? ?
Exploring
@McDonaldSimon
@Anoukw1
?
2/Surveys
3/ Communities
@Annaliezze
@Sebastienvl
Mobile marketing
@Annaliezze
@Sebastienvl
@Annaliezze
@Sebastienvl
Customer trial journey
@Annaliezze
@Sebastienvl
1/Recruitment
? ?
Exploring
@McDonaldSimon
@Anoukw1
2/Surveys
3/ Communities 4/ Mobile marketing
@Annaliezze
@Sebastienvl
And..in all phases of the research!
@Annaliezze
@Sebastienvl
1/Recruitment
? ?
Exploring
2/Surveys
3/ Communities 4/ Mobile marketing 5/ Reporting
@Annaliezze
@Sebastienvl
Discovering new territory
A new eco system
New information
Mobile marketing
@Annaliezze
@Sebastienvl
@Annaliezze
@Sebastienvl
Get in
touch
Sébastien Van Laere, Research Consultant
+44 20 7870 2571
Annelies Verhaeghe, Head of Research Innovation
+32 9 269 14 06