MRS SKOPOS Mobile Webinar PART 1
Transcript of MRS SKOPOS Mobile Webinar PART 1
MRS Webinar - October 2012
Mobile-Based ResearchOptions & Best Practice
Hands On Research Is HereBut How Do We Handle It?
1Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
FAQs
Copies will be made availableThis session is being recorded
Fast-paced, punchyEach session 40 mins each5 min Q&A at end of each session
All borrowed content sourced/attributed (with permission)
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MRS Webinar - October 2012
Introductions
3Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
Meet Your SpeakersScott DodgsonDirector - Research, Insight, Consulting, SKOPOS market insightEver since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated by technology, and its various applications. Over recent years, he has been absorbed by understanding how consumers interact within the digital space - the convergence and connectivity between network platforms, technologies and digital media; and in providing clients with actionable information on the emerging, and evolving, opportunities and challenges this presents.
Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth Financial, Coca Cola, Royal Mail, DHL and many more.
Paula JusonDirector - Research, Insight, Consulting, SKOPOS market insightPaula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video studies - running alongside the more traditional quantitative methodologies. She views mobile research as a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback – helping to provide ‘real’ consumer illumination.
Over the last 15 years she has conducted research across a wide range of sectors and genres, helping clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This has included customer experience optimisation (across digital and non digital channels); ideation & proposition development; as well as various U&A studies - incorporating behavioural segmentation.
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MRS Webinar - October 2012
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Paula Juson AMRS, AQR
SESSION 1
Mobile Research - An Overview
Options, Opportunities & Obstacles
SKOPOS market insightwww.SKOPOS.info
SKOPOS: multi-channel & modes
& mobile for over 10 years
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Paula Juson AMRS, AQR
What is Mobile Research?
SKOPOS market insightwww.SKOPOS.info
The 5th Methodology?
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Definition
The channel rather than the topic of
Research
Focus on Active v Passive
Techniques
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MRS Webinar - October 2012
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Paula Juson AMRS, AQR
Context:
SKOPOS Research on Research
Extent of (Active) Mobile Research
SKOPOS market insightwww.SKOPOS.info
The past: fuzzy relevance
High data costs
Technical difficulties
Voice/ SMS usage ruled
Virtually zero mobile content consumption/ commerce
Lacked audience relevance
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The past: fuzzy benefits
Lacked method relevanceSKOPOS reviews over 2000 - 2003:
concluded with:
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Be aware: over 80% at home/work when on ‘mobile’ (so not on the move)
80% at home/work
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Is this the dawn, or another long night...?
“The issue for me is it’s only suitable for asking one or two questions, whereas we
tend to want to use longer surveys.”
Dee Knott,Insight Manager
“I think mobile is the current flavour of the month – it is hugely powerful for quick,
location based stuff, but as with many new innovations some are currently seeing it as the solution to everything which it clearly
isn’t.”
Tim BrittonCEO, YouGov
Source: Meaning Research 2010 Lacks agency and client relevance?
On the other hand mobile is very handy
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Paula Juson AMRS, AQR
But is it The Next Big Thing?
SKOPOS market insightwww.SKOPOS.info
We think the market is ready...
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76%Global reach for mobile
subscriptions withinworld populationSource: International Telecommunication Union
• Reaches the most difficult of geographies and situations
Source: Market Research
Global Alliance
Virtually everyone has a mobile
Audience relevance
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The numbers involved are now sizeable!
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Source: HubSpot, 2012
“When people leave home, they take 3 things with them, their wallet, keys and mobile phone”
MobilesAre wallets
& of course, it’s Anytime, Anyplace, Anywhere
Audience relevance 20
With richer content arriving all the time...
Audience relevance
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Source: HubSpot, 2012
Smartphones drive mobile engagement...
Audience/topic/research relevance
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Media players, addresses, wallets, what next?
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Numbers are
addresses
MobilesAre
wallets
Audience/Topic relevance
M-Commerce is important
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17% have paid/ordered using mobile
Have bought online 95%
Have ordered something via social network sites 6%
SKOPOS MTrackTM
M-Commerce: SKOPOS MTrack findings
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Mobile payments are launching...
Audience/Topic relevance
All especially for the young(er) ones...
Driven by better:
DevicesContent
Data plansFamiliarity
Social Media
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Investors think the market is ready...
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Paula Juson AMRS, AQR
Does Mobile Research Matter
(if so little is being done just yet)?
SKOPOS market insightwww.SKOPOS.info
Yes, It Matters !
Source: GlobalPark
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We need to make mobile phone research: “viable, productive and acceptable”
New figures show over 20% of US households now rarely or never use a landline (National
Health Interview Survey)
In the UK Ofcom says that 12% of households are now mobile-only
Mobile-Only HH’s More Prevalent...
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SmartPhones Helping
Source: Neilsen
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Surveys getting richer & better...
*Courtesy of Fly Research
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Paula Juson AMRS, AQR
And it has a Multitude of Options & Possibilities
A Multi-Channel Channel
Many methods within the Method
SKOPOS market insightwww.SKOPOS.info
QuantShort surveys
Quick pollsAd hoc
TrackingVerbatims/Opens
&
Access PanelsBespoke Panels
Omnibuses
Wide-range of Options
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QualVerbatims/Opens
Txt-depthsVox-MobsLife Diaries
Quant: Question Formats
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Qual: What are the Options?
Txt-depths
Vox-Mobs
Life Diaries
EthnographyPics/Video
Qual
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Paula Juson AMRS, AQR
The Drivers & Opportunities
SKOPOS market insightwww.SKOPOS.info
Relevance
& fit
Reach
Response Speed &
Real-Time
Reallyhandy
Richness
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
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Opportunity 1: Relevance
To the audienceTo the topicTo the client
Mobile Networks, Mobile Media and Mobile Advertisers so far more likely to request/use Mobile Research
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Opportunity: Reach
Local & Global
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Mobile is a great platform on which to access niche markets
Opportunity 2: Reach (2)
Mobile-only internet markets(mostly emerging)
The youth market
Source: Lightspeed Research
India 49%Opera Software
China 12%CNIC
49 million
578 million
Source:
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Opportunity 3: Response Speed
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Speed: Real-time Research (1)
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Speed: Real-time Research (2)
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Opportunity 4: Really Handy & Familiar
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Handy & Familiar: Multi-screening
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Opportunity 5: EnRiched Insight
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Opportunity 5: EnRiched Insight (2)
Source:
Geo-location based responses
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• Just like mobile ads, surveys are embedded into related mobile apps
• A “litmus test” before launching full-scale (higher budget) research
• A response rate of 6-16%
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Opportunity 6: Litmus Testing
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Paula Juson AMRS, AQR
The Obstacles, Challenges &
Limitations
SKOPOS market insightwww.SKOPOS.info
Key Obstacles & Limitations
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Irrelevance & bad fit
Technical(Choices & Variations)
Psychological (concerns/reservations
)
Long/complex surveys Could be difficult
International Variance
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)
Challenge 1: Irrelevance/Bad Fit
Q. Will a survey regarding
health provision for the over 60’s,
including a conjoint exercise,
work over the mobile?
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Challenge 2: Technical
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Challenge 3: Psychological
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What do I do?
Why not take a mobile survey?
Costs key barrier so far
(but reducing)
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Respondent Concerns (Post Hoc)
Mobile Diary with Geo-Tracking
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**
Agency Uncertainty & Reservations
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Agency Uncertainty & Reservations
It’s different !
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Paula Juson AMRS, AQR
Finally: Simple Solutions
& Some Success Stories
SKOPOS market insightwww.SKOPOS.info
Best Practice Guide
1. Ensure mobile method fits with audience/topic/client
2. Keep Surveys Short & Simple... 5 questions?
3. Engaging (Reassuring) Invites (+ opt-in)
4. Meaningful Incentives/Rewards
5. Keep Respondents Engaged (flow and above)
6. Plan and work around country variations
7. Consider and work with best (technical/panel) partners
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Key Solution: Partners & Planning
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MRS Webinar - October 2012
More Next Week...
64Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
MRS Webinar - October 2012
Next Session (2)
More Detail on Mobile Research - maximising the effectiveness of the “in the emotion” medium
- Getting it right- Case Studies- Where next?
65Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insightwww.SKOPOS.info
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