Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

The Future’s

in Their Hands:

Exploring the application

of qualitative & quantitative insightillumination methods

across the mobile platform

& mobile for over 10 years

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Context:

SKOPOS

Research on Research

Extent of (Active)

Mobile Research

SKOPOS findings concluded with

In 2000 & 2003

online ‘won’when we

comparedto SMS/WAP for One2One

Meaning Research, 2009: Less than 1% of surveys conducted over mobile

Be aware: over 80% at home/work

when on ‘mobile’ (so not on the move)

80% at home/work

Source: GlobalPark 09

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

But is it

The Next Big Thing?

We believe the market is ready...

Source: Fly Research

Whenever, wherever, whatever

“When people leave home, they take 3 things with

them, their wallet, keys and mobile phone”Mobile

ubiquity

Especially for the young(er) ones...

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Does Mobile

Research Matter

(if so little is being

done just yet)?

Source: GlobalPark

Source: Neilsen

Surveys getting richer & better...

*Courtesy of Fly Research

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

And it has a Multitude

of Options &

Possibilities

Many Methods

within the Method

Short surveys

Quick polls

Ad hoc

Tracking

Verbatims/Opens

Verbatims/Opens

Txt-depths

Vox-Mobs

Life Diaries

Access Panels

Bespoke Panels

Omnibuses

Quant: technical choices

Qual: What are the options?

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

The Drivers & Opportunities

The 5 R’s that drive mobile

Audience (e.g. youth)

Topic (e.g. mobile)

Client (e.g. Vodafone)

95% txts arr in 10 secs

94% of txts are read

(v 25% email)

2 x mobiles as PC’s

No location restrictions

All ages

Incl hard to reach ‘youth’

Always with you

Un-fixed location

Familiar

Photos

Videos

Diaries

Apps

To the audienceTo the topicTo the client

Mobile Networks, Mobile Media and Mobile Advertisers

so far more likely to request/use Mobile Research

Local and Global

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

The Obstacles,

Challenges &

Limitations

Unable to reach older, less ‘tech savvy’ respondents

Not as popular as online research (but great for short surveys)

Half a dozen questions is just about the limit in an SMS interview

Respondents may switch off sound, needs to be kept simple

Capabilities of handsets different (technical)

Screen small on many phones so seen as ‘fiddly’

Low awareness of message/data costs (concerns)

Source: GlobalPark 09

Q. Will a survey regarding

health provision

for the over 60’s, including a

conjoint exercise, work over the mobile?

Source:

What do I do?

Why not take a mobile survey?

Source: GlobalPark 09

Costs key barrier so far(but reducing)

**

Mobile Diary with Geo-Tracking

It’s different !

I have reservations over privacy, and moreover

robustness and reliability – but I can see potential –

indeed my concerns may be overcome once I have

more experience of this as a method for delivering

true insight (rather than just data).

Client Reservations: Maybe one day, but...

Paul Hardcastle, Insight ManagerYahoo! Europe

1. Small Screens

2. Short Attention Spans

3. Lack of familiarity

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Maximising the

Effectiveness of the

“In The Moment”

Medium

Case Studies

Ferry company CustSat

Shifted their CustSat

from face to face to SMS having observed

many passengers

‘playing’ with their

phones while in transit.

Saved money and also

provided customers with

instant relevant feedback mechanism,

that filled time.

Source: Sparkler/Channel4

Text task/Questions

Source: T-Mobile

Auto-Coding

Quick Poll

Closed and

Opens

Same pattern but higher ratings

Direct Action

48

Q1000

Every week Fly conducts an omnibus to its rapidly

responding

Teen PanelYoung Professionals Panel

of 11-25 year olds with 1000 balanced responses

guaranteed!

Notify Fly by Monday evening to include your questions.

Surveys are answered on Wednesday/Thursday with

results delivered on Friday!

No other omnibus responds so well and so rapidly…..but

then no other omnibus has the dual benefit of youth

and mobile phone technology creating a more

representative sample that can be achieved with on-line research….and more rapid response.

Q1000

Every week Fly conducts an omnibus to its rapidly

responding

Teen PanelYoung Professionals Panel

of 11-25 year olds with 1000 balanced responses

guaranteed!

Notify Fly by Monday evening to include your questions.

Surveys are answered on Wednesday/Thursday with

results delivered on Friday!

No other omnibus responds so well and so rapidly…..but

then no other omnibus has the dual benefit of youth

and mobile phone technology creating a more

representative sample that can be achieved with on-line research….and more rapid response.

Q1000 Panel/Omnibus

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Mobile Web

Best for Inviting or

Intercepting Users of

Mobile Websites

In the moment for mobile users/surfers

In situ & on-site

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Mobile Apps

Deployed on selected

mobiles, can deliver

rich relevant

survey experiences

Embedded or downloaded

java-apps can provide more

visual ‘animated’ surveys

for event-driven (activated)

or in the moment polls and

CustSat

Mobile Apps

Example App

Survey engines

SKOPOS Case Study:

Network & Handset-Maker

Java survey-engine embedded

on phone during repair.

Self-Activated once phone used again delivering short

CustSat (Repair) Survey.

Survey kept short via derived importance, for instance.

Source: SKOPOS Market Insight

DIY iPhone Apps

News: iPhone App launches

Source: Research Live, May 2010

iPhone communities

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Mobile Qual

Rich & Rewarding

What are the options?

24/7Open

Exchanges

Qual: Vox mobs

VoxMobs

VoxPops over

the mobile

Panel RequiredWith correct tech

Source: HHBD

Case Study: Skype Vox mobs

Source: SKOPOS Market Insight

Fast & rich insight.

Over a weekend mobile 5 min vox mobs

conducted regarding internet telephony.

Results analysed, edited and presented

to client following week.

Qual: Life diaries

Source: Fly Research

Source: Ipsos

Source: OnePoint Surveys

Picture capture, whenever, wherever

Source: GlobalParkPicture capture, whenever, wherever

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

So What’s Next?

What’s out there for mobile?

Full internet surveys

Location-Based Research

Richer & richer experiences

New methods…

Better devices and screens

Standards

Full mobile web

Richer & Richer

With older phones, switching to online was preferredWith iphones, staying mobile is preferred

Location-Based Research

(detected and/or triangulated)

NB: Location-based Research (LBR) still difficult due to issues of

privacy (identifying respondent-location without their permission).

It is (more) possible, however, amongst opt-in/contracted

business/employee audiences.

Opt-in crucial here for consumers.

Opportunity: LBR

Location detection AND tracking

Multi-mode, more & more

Automatic capture of data on the mobile – similar to cookies on PC/web

Passive Measuring

Partner credits - thank you

HHB Dialogue - www.hhbdialogue.com

Fly Research - www.flyresearch.com

Broca Mobile - www.brocaplc.com

Dialogue Mobile Marketing - www.dialogue.net

One Point Surveys - www.onepointsurveys.com

Globalpark - www.globalpark.org.uk

IPSOS - www.ipsos.com

Meaning - www.meaning.uk.com

Kantar Media - www.kantarmedia.com

Mobile Research Conference 2009/2010 - www.mobileresearch09.com

The following companies/events helped in the preparation of this session...

Market Research in the

Mobile World 2010Dec 2010

Scott Dodgson

SKOPOS market InsightScott.Dodgson@SKOPOS.infowww.SKOPOS.info

Thank you

Presented @ International conference on

Market Research in the Mobile World

2 & 3 Dec 2010, Berlin

For more information

Please visit: http://www.merlien.org