Sally joubert and martin tomlinson main stage - 2012

A Presenta*on from The Fes*val of NewMR – Main Stage

5 December 2012 Research Goes Mobile

Findings from initial smartphone application research

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Sally Joubert Luma Research

Mar4n Tomlinson Research Now

Sally Joubert, Luma Research & Martin Tomlinson, Research Now Festival of NewMR 2012 - Main Stage – Session 1

Sally Joubert and Martin Tomlinson


We are now symbiotic with the internet


Of users expect the mobile experience to be better than or equivalent to using a laptop or desktop computer

85% Of US mobile web users only access the web from their mobile devices

25% Sources: Harris Interactive & Tealeaf, On Device Research & Mobithinking


And user interface is improving ...


But let’s be realistic ...


…appreciate the role of mobile in consumer

life...

…and understand the implications for

our industry...


2011 – Phase 1 Phase 2 2010

Goal to explore feasibility, practicality, reliability and value of mobile ad testing.

Research in Practice – Luma Advertising Testing


Two Phases of Parallel Testing

2011 the kindergarten era for app-based surveys initial research was done using static advertising

2012 the primary years with developments

in mobile technology video advertising was tested


2 x N=200 2 x N=200

Re-thinking – a 5 minute questionnaire

2011 Study in UK and Australia


Smartphone Survey – 56% completed out of working hours

Online Desktop Survey – 21% completed out of working hours

Key Finding – Time of Day


Key Findings – Brand Bonding Completely Consistent


Smartphone as a data collection platform does not have a direct impact on brand feelings measurement

Key Implication along the way…


Too good to be true – Some inconsistency


Two video ads

Same 5 minute questionnaire plus opt in post survey passive data collection

2 matched samples of N=104 and N=107 across

Smartphone or Desktop

30 opted into the passive data collection – an

encouraging result!

2012 Phase Two Study in Australia


Smartphone Survey – 90% completed out of working hours

Online Desktop Survey – 60% completed out of working hours

Key Finding – Time of Day mainly out of hours


Source: add+impact® Quick Check Brand Bonding ratings

Key Finding – Brand Bonding Completely Consistent again


Source: add+impact® Quick Check Attention ratings

Key Finding – Attention now Consistent… even when we drilled down further


6.0 Benchmark

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Mobile

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Attention Elements – Kleenex


6.0 Benchmark

Old

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Attention Elements – McDonald’s


Untouched Potentials Entertained Committed

Mobile

Mobile

Online

Online

Implications?

Proportion Committed


There are some encouraging consistencies when comparing Online

to Mobile….


Passive data collection is the next dimension….


…what about methodological development…?


Thank you

Questions?


Q & A

Sue York NewMR

Mar:n Tomlinson Research Now

Sally Joubert Luma Research

Sally joubert and martin tomlinson main stage - 2012

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