understanding people using mobile devices

www.mmra-global.org #mmra #MobileMR

Understanding People In The Moment

Using Mobile MRMark Michelson

Executive Director, MMRAAtlanta, Georgia USA


http://www.mmra-global.org/




www.mmra-global.org #mmra #MobileMR2

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Why understand people in the moment with Mobile MR?

• Know what people are doing in the world in order to create better products, brands, places and experiences

• It’s not just research about mobile devices… it’s about research using mobile devices




Early Days of Mobile MR

• Adoption of traditional research methods…– Field interviews/surveys– Satisfaction studies– Shopper/consumer/viewer diaries




Early Days of Mobile MR

• ….to new technologies– Kiosks, Tablets, Palm Pilot– SMS– User generated digital media

– But it was slow to be adopted by participants and clients – mostly because it involved device management




Types of data Mobile MR provides

• Qualitative & Quantitative• Behavior: what people do• Sentiment: what people say/think• Emotional: how people feel




Types of data Mobile MR provides

• Sensory: how people perceive• Passive: geolocation, use of devices, media

engagement• Field conditions: merchandising, branding




Types of studies using Mobile MR

• Brand awareness & engagement• Media measurement• Shopper tracking• Merchandising and service audits (mystery

shopping)• Product use and consumption• Satisfaction/Loyalty• Usability




Smartphones allow entirely new ways to conduct Mobile MR

• Always on, always engaged – Real time data collection– Panelists participate when it’s convenient for them– Passive data collection – GPS, device use– MMS and App-centric communities participate in

ongoing discussion groups– Dissipated workforce– QR and scanner code to engage and classify




Smartphones make participation more enjoyable

• Personal media – People want to share and explore– Self-reported ethnography– Live video chats anywhere– Augmented reality – superimposed imagery in the

real world– Gamification




“OMG” & “WTF” Shared by Kristin Luck of Decipher at MRMW Conference

• OMG– O – Online tracking data– M – Meta-data in photos– G – Geo-location

• WTF– W – Wandering device ID’s– T – Too complex privacy polices– F – Fees for SMS and data streaming




Mobile MR brings new challenges

• In particular the age-old issue of privacy– Research participants consent with opt-in

permission– Transparency gains trust– Self-editing and review before approval– The right to be forgotten

• MMRA working with major associations to create codes and guidelines for privacy assurance




6 D’s that are changing everythingPresented by Robert Moran during MRMW conference

1. Disruption Ethos – disrupting competitors2. Disintermediation – remember travel agents?

Process gatekeepers watch out3. Digitalisation – everything online




6 D’s that are changing everythingPresented by Robert Moran at MRMW conference

4. Dematerialisation – smaller products, less material5. Democratisation – crowdsourcing, crowd funding6. DIY – niche products, the maker movement




Mobile means more than a device

"A mobile device is mobile in nature, so as that device moves around with the individual it is possible, with users' consent, to build up a very rich profile of how that device moves and how that user behaves," says Rob Jonas of mobile advertising network InMobi."All sorts of interesting patterns can be detected and of course that becomes very valuable for advertisers looking to reach those consumers."




Mobile MR Trends

• The survey will not die but will move beyond the survey to incorporate Social Media listening, observational research and co-creation

• Shorter questionnaires = more actionable info• Research spending will shift towards emerging

economies




Trends in Emerging Markets• Mobile phones are the world’s most widely distributed

computers, and even in the developing world roughly two-thirds of the population have access to one.




Mobile MR App TrendsPresented by Remy Bleijendaal from TNS Nipo at MRMW conference

• TNS Nipo did a study among Android users in the Netherlands.

• People spent 69 minutes per day on mobile apps– social and gaming are the top uses for

applications, but shopping and email are done less • Ninety-five percent of the time spent is on

apps as opposed to the web.




Advantages of Mobile MRPresented by Remy Bleijendaal from TNS Nipo at MRMW conference

• Mobile MR advantages include – immediacy, fewer recall issues, – shorter surveys leading to higher data quality, – contextual richness, – greater reach in emerging markets,– greater youth engagement,– and respondent convenience




Challenges with Mobile MR

• Issues with Mobile MR include: – normative data include more positive top box

scores, – richness of self-reported diagnostic data, – screen size, – user experience and questionnaire length– Whether to calibrate tracking data or move

forward with new methodologies




Human Challenges with Being Mobile

“…the little devices most of us carry around are so powerful that they change not only what we do, but also who we are.”

– Sherry Turkle psychologist, MIT professor and author, of “Alone Together: Why We Expect More From Technology and Less From Each Other.”




Alone Together

“We’ve become accustomed to a new way of being “alone together.” Technology-enabled, we are able to be with one another, and also elsewhere, connected to wherever we want to be.”“…we are together, but each of us is in our own bubble, furiously connected to keyboards and tiny touch screens.”– Sherry Turkle




Self Editing

“Texting and e-mail and posting let us present the self we want to be. This means we can edit. And if we wish to, we can delete. Or retouch: the voice, the flesh, the face, the body. Not too much, not too little — just right. – Sherry Turkle




Predictions for Mobile MRPresented by Robert Moran at MRMW conference

• Three of the possible futures could be:– Power to the people• Co-creative design communities replace traditional

market research.

– Portal power• All key consumer data is integrated in a single online

portal

– E-Agency• MR firms replaced by e-lancers and tech developers

catering to DIY clients




The Exo-Brain

• Google already functions as an ‘exo-brain’. The device many of us carry in our pockets harnesses millions of servers worldwide and launches skyward what we’d otherwise expect from our education and memory.




High Tech : High Touch

• Perhaps a mobile exo-brain will create more free time for creativity, sharing and actual conversation beyond 140 characters

• Mobile devices may distract now because they are new

• Conversations in person will be enriched by our interconnectedness on devices




The Opportunity is Yours!

• Help people connect and communicate with each other by using research functions

• Clients need to keep people’s trust – so learn best practices of research




Understanding People In The Moment

Using Mobile MRMark Michelson

Executive Director, MMRAAtlanta, Georgia USA






understanding people using mobile devices

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