Ray Poynter Mobile Market Research 101
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Transcript of Ray Poynter Mobile Market Research 101
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile Market Research 101
Ray Poynter The Future Place
26 March 2015
#NewMR 2015 Corporate Sponsors
#NewMR 2015 Supporters
Schlesinger Associates
Mobile Market Research 101 Ray Poynter, UK, March 2015
Agenda
• Context – why the interest in Mobile
• Quant and Qual – how is mobile being used
• Passive data collection
• Location-based research
• The cutting edge of mobile
• Ethics – what are the key issues/challenges
• Q & A
Mobile Market Research 101 Ray Poynter, UK, March 2015
Pre-webinar Survey
Webinar reminder had link to simple survey
Designed to illustrate some of the mode related issues
You can still try it at http://bitly.com/1FTVl85
Mobile Market Research 101 Ray Poynter, UK, March 2015
Latest results for http://bitly.com/1FTVl85 Completes: 21, Partials: 11, Total: 32
20 3
7
2
Device Used
Smartphone
Tablet
PC
Other
30
6
1
14
1
Online
CATI
F2F
Mobile apps
None
Surveys in last year
Mobile Market Research 101 Ray Poynter, UK, March 2015
Latest results for http://bitly.com/1FTVl85
Mobile Market Research 101 Ray Poynter, UK, March 2015
Latest results for http://bitly.com/1FTVl85
Question N
Device type, single pick, forced 32
Types of survey, multi (same page PC) 31
Favourite sports team, short open, forced 25
Why favourite, long open (same page PC) 22
% online in 2020, slider 19
4 number, constant sum (same page PC) 20
Final comments, long open (same page PC) 18
Mobile Market Research 101 Ray Poynter, UK, March 2015
So, what were your thoughts about how your device impacted on your survey experience? Note, I used this platform, as opposed to a leading MR platform, to avoid endorsing any specific product.
• Typed less in openends. Wouldnt have taken if it werent on a smartphone as that is where i access twitter.
• Easy to press buttons, hard to type much. Have kept answers shorter
• Easier to commit to answering the survey ... But had to scroll down a bit to hit 'next' which was slightly annoying
• Slider scale % a bit small to read and giddy to slide from the back of a wobbly cab. Opening in browser within LinkedIn iPhone app meant that next button was stuck off bottom of screen so had to reopen link in Safari. Otherwise, like it.
• It didn't really impact it at all
• Overall good
• terrible survey, won't be attending webinar because of it (PC)
• Will type less on my tablet's touchpad (Tablet)
Mobile Market Research 101 Ray Poynter, UK, March 2015
What do we mean by mobile?
Mobile Device
Phone
Smart Feature (Dumb?)
Tablet Phablet
Mobile Market Research 101 Ray Poynter, UK, March 2015
Forms of mobile market research
• Mobile surveys
• Mobile qual
• In the moment
• Participative research
• Passive data
• mCATI
• mCAPI
Mobile Market Research 101 Ray Poynter, UK, March 2015
Why is mobile so important? Ubiquity of phones
– Increasingly of smartphones
– Over 60% of UK/USA adults have a smartphone
Always with us
The drift from PC to tablet
‘In the moment’ research
Participative research
Behaviour instead of recall/opinion
Multimedia – qual and quant
And, because many research
participants insist on using them!
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile is already here
About 30% of online surveys attempted by people using mobile devices
– Less than 25% of studies are mobile friendly
30-50% of all CATI interviews are via mobile
– Pew target 65% to be mobile, up from 25% in 2008
Tablets and mobiles becoming the devices of choice for CAPI
Pre-webinar Survey What % of survey will be taken via mobile in 2020?
70%
65% completed the survey on mobile.
Mobile Market Research 101 Ray Poynter, UK, March 2015
You don’t get to choose about mobile
People who are taking our surveys are using mobile
– Even if the survey is rubbish on mobile
– Even if we ask them not to – And in some cases, even when
we try to detect them
Is it our job to fight research participants, or help them? (n.b. rhetorical question)
Mobile Market Research 101 Ray Poynter, UK, March 2015
Apps?
An app is software downloaded onto a mobile device
– Games, maps, books, calculators
– And research apps
Research apps include – Surveys
– Qual (including mobile diaries & ethnography)
– Passive (more on this in a moment)
Mobile Market Research 101 Ray Poynter, UK, March 2015
Apps, Pluses and Minuses
Positives
• Does not necessarily need the internet to be available
• Can access more of the phones features: – Locations
– Sensors
– Camera/Video
• Push notification
Negatives
• Must be downloaded – Technical issues
– Respondent reluctance
• Must be written for each platform
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile Web versus Apps
Mobile Browser
Easier, but more limited Most surveys are via browser
Apps
More powerful, but harder Most geo, in-the-moment,
and push is via app
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile surveys scorecard Slightly slower to create
Slightly more expensive
Pressure to use shorter surveys
Less RoR on what works
Sample frame often different
Same questions can give different results
Responses come in faster
Some people who would not do PC surveys do mobile ones
Most questions seem to give the same answers
Information can be more accurate
Data can include more information (location, video etc.)
Most mobile surveys are completed at home or in the office At the moment
Mobile Market Research 101 Ray Poynter, UK, March 2015
Online Surveys – mobile advice
Long surveys are a bad idea
If you have something that does not work on mobile your options are
A. Stop mobile respondents (generally a bad thing)
B. Have bad data (generally a bad thing)
C. Choose a design that does work on mobile (best when possible)
Test all surveys on your smartphone, in addition to formal processes
Use shorter questions, answers, cut back the clutter, & make it intuitive
Flag your data by device and check for mode effects (different answers) and sample effects (different people)
Responsive designs are best, including slider to numbers and reduction in ornamentation
Mobile Market Research 101 Ray Poynter, UK, March 2015
How many cereals? How many boxes of cereal do you have at home? • 0 • 1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 or more
Please take a photograph of the cereals you have at home.
Example from MMR
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile Qual
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile Qual
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile Qual
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile Qual
Mobile Market Research 101 Ray Poynter, UK, March 2015
The difference between Qual & Quant?
The type of data collected – mobile quant is collecting images, videos etc
The software used – often the same software is used by qual and quant
The type of sample – often panels, customer list or research communities used for both
The type of analysis
The sample size
Mobile Market Research 101 Ray Poynter, UK, March 2015
The smartphone
Accelerometer
Temperature
Gravity
Gyroscope
Light
Air pressure
Proximity
Humidity
GPS Call activity
App activity
Internet usage
WiFi
Bluetooth
Cameras
Near Field Comms
GSM/CDMA
Biometrics
Mobile Market Research 101 Ray Poynter, UK, March 2015
What is Passive Data?
Passive data does not require the respondent to enter the data
Examples: – Location data collected automatically – Phone usage data – Internet usage data – Movement, temperature, light etc. – Interactions with other phones and services
Requires permission
Mobile Market Research 101 Ray Poynter, UK, March 2015
ID Time Started Len Device Long Lat Country 13 24/03 19:09 02:08 Windows NT 6.1; WOW64 15.00 46.00 Slovenia 14 24/03 19:10 02:11 iPhone; CPU iPhone OS 7_1_2 -0.35 51.47 United Kingdom 16 24/03 19:21 03:04 iPhone; CPU iPhone OS 8_1_3 19 24/03 19:37 02:35 iPad; CPU OS 7_1_2 -70.70 19.45 Dominican Republic 18 24/03 19:28 03:18 iPhone; CPU iPhone OS 7_0_6 151.22 -33.88 Australia 26 24/03 21:22 05:50 Macintosh; Intel Mac OS X 10_10_2 120.82 15.10 Philippines 27 25/03 00:00 02:47 Linux; Android 5.0; SM-G900FD 43.50 42.00 Georgia
Passive Data from Pre-webinar Survey
Mobile Market Research 101 Ray Poynter, UK, March 2015
Running a half marathon with RunKeeper Location, terrain, what I passed, speed, incline, calories. Could also have collected heart rate, food intake and more
Mobile Market Research 101 Ray Poynter, UK, March 2015
Geo
Geotracking – interesting but difficult and most of the results are not useful to marketers yet
Geofencing – a major growth area – Create a boundary around a site (say a Starbucks)
– When somebody enters or leaves their phone ‘knows’
– Launch marketing, information, or market research
Mobile Market Research 101 Ray Poynter, UK, March 2015
mCAPI Tesco Customer Satisfaction
F2F, at 950 stores in UK
100 interviews per 2 weeks, per store
50,000 interviews per week Case study provided by Marketing Sciences
and Tesco and reported in Handbook of Mobile Market Research.
Mobile Market Research 101 Ray Poynter, UK, March 2015
mCAPI
Trade Census
Multi-country, multi-culture
Mobile phone + app
GPS: location & tagging
Surveys
Photos Recording of presentation by Confirmit’s Miguel Ramos available on NewMR
Mobile Market Research 101 Ray Poynter, UK, March 2015
In the moment
The hottest thing in mobile is ‘in the moment’
Collecting data when things happen
Not relying on people’s memory
Examples: – When travelling
– When shopping
– When using a service
Mobile Market Research 101 Ray Poynter, UK, March 2015
A day in the life
1578 beverages
400 consumers
1 day
Mobile Diary
Thanks to Vision Critical for sharing this case.
Mobile Market Research 101 Ray Poynter, UK, March 2015
Diary framework
BEVERAGES
Who?
What?
Why?
When?
Where?
What else?
Mobile Market Research 101 Ray Poynter, UK, March 2015
Mobile interface
Mobile Market Research 101 Ray Poynter, UK, March 2015
What and when?
0%
20%
40%
Before 7am 7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm
Coffee
Tea
Fruit Juice
Fizzy drink
Energy Drink
Water
Alcoholic drink
Mobile Market Research 101 Ray Poynter, UK, March 2015
Ebola and mobile phones
Mobile Market Research 101 Ray Poynter, UK, March 2015
Aberdeen, Scotland • WiFi units stationed around the
city centre • Identify the MAC address of
mobile phones • Unique, but ‘anonymous’ • Track movements around the
shopping area • No permission requested
Mobile Market Research 101 Ray Poynter, UK, March 2015
Kingsgate Shopping Mall Huddersfield, Yorkshire (UK)
Mobile Market Research 101 Ray Poynter, UK, March 2015
More Mobile
Mobile Market Research 101 Ray Poynter, UK, March 2015
3 Learnings from Google Glass?
1. It is hard to do mainstream research without good (research-focused) software
2. Large amounts of video are too expensive to process
3. Privacy concerns about third-parties are hard to comply with
Mobile Market Research 101 Ray Poynter, UK, March 2015
Ethics
ALL the normal rules apply – Even if they are not explicitly stated
Plus! – Safety
– INFORMED consent
– Third party information
– Restrictions • Airports
• Children
• When driving
• Location (in some countries)
Mobile Market Research 101 Ray Poynter, UK, March 2015
7 Key Trends
1. Smartphones
2. Tablets rivalling PCs
3. More sample sources
4. Device agnostic
5. In the moment and participative research
6. Large amounts of unstructured / ‘qual’ data
7. Privacy and ethical concerns
Mobile Market Research 101 Ray Poynter, UK, March 2015
7 Things to Watch
1. Voice recognition
2. Web messaging
3. More location tools: WiFi, cell tower, GPS, beacon, RFID, Bluetooth and more
4. Biometrics, facial coding, voice analysis
5. Android panel of 1 Billion
6. Passive media monitoring via smartphone
7. Single source data – including smartphone
Mobile Market Research 101 Ray Poynter, UK, March 2015
Finding out more about mobile University of Georgia MRII Principles of Marketing Research http://bit.ly/1HEuZpn
Also Reports, e.g. Decipher Guidelines, e.g. ESOMAR IIeX MRMW NewMR recordings
Mobile Market Research 101 Ray Poynter, UK, March 2015
Big Picture • Mobile is here, it is big, and
companies don’t get to tell participants what to use.
• If it doesn’t work on mobile, you probably shouldn’t be doing it.
• Check everything you do on your mobile phone – if it is too hard/unpleasant for you, it is too hard/unpleasant to use.
• Before 2020, a majority of surveys will be via mobile, embrace it now or be left behind.
• Research tends to use apps when they have to, otherwise they use mobile browser – so app use will grow.
• It is easier to persuade people to download apps if you have a relationship, e.g. panel or community.
• Most of the exciting location-based work is marketing not research at the moment.
• The biggest win is design, not tech. The biggest problem will be ethics not tech.
Mobile Market Research 101 Ray Poynter, UK, March 2015
Thank You!
Mobile Market Research 101 Ray Poynter, UK, March 2015
Q & A
Ray Poynter The Future Place
#NewMR 2015 Corporate Sponsors
#NewMR 2015 Supporters
Schlesinger Associates