the 5th methodology: implementing a holistic approach to mobile research
DESCRIPTION
The 5th methodology: implementing a holistic approach to mobile researchJim Schwab - SVP, North America - OnePoint Surveys Reviewing mobile market research within a holistic context. Discussing the channels of survey engagement that are optimal via mobile. Outlining the key success factors for navigating the wireless landscape.TRANSCRIPT
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Mobile MR The 5th Methodology: implementing a
holistic approach to mobile research
Jim Schwab
SVP North America, OnePoint Global
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Global Market Leaders - Over 20,000 projects
completed – Worldwide
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Wireless Industry….. A fragmented mess
Wireless carriers
Handsets
Screen size
Resolutions
Individual plans
Culture
Regulatory
Infrastructure
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Mobile
MR
Online
or
Mobile
Online
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Which methodology?
Understand the strengths and weaknesses
of the channel/methodology
Understand the goals of your project
Target respondents
Budget
Actions based on the results
Choose best methodology
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
When to use Mobile Methodology…
It’s in your pocket!!
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Examples & Learnings….
Multi-location consumer electronics, 110 stores
IVR = 2-10 completes/month
SMS = 125 completes/month
Impact of SMS
50-70% reduction in IVR & online
Overall volume increase
More completes = better segmentation = better
Csat results
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Examples & Learnings….
Mystery shopping, store audits
Current methods lack
Validation, security
Efficiency
Apps
Location, time/day stamp
Link pictures with results
More efficient
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Examples & Learnings….
General Mills
Diary tracking
Small budget
150 panelists across 3 time zones
508 lunch diaries, 70 photographs
Sweet cravings occur
At home (51%), Work (31%)
Peak between 11am-2pm (25%)
On your own (25%), with family (15%)
Want something sweet (29%), Hunger (27%)
Baked goods (AM), Chocolate (Afternoon), Ice
cream (PM)
Copyright © 2011 – OnePoint Global Ltd
www.onepointglobal.com
Thank you!
Jim Schwab
OnePoint Global
+1.585.261.9433
@jimschwab
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter