Sue york - June lecture series - 2014
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Sue York, Australia
June Lecture Series 2014
Mobile Research in Action
2014 Platinum Sponsor
Sue York Co-Author: The Handbook of Mobile Market Research 4 June, 2014
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Sue York, Australia
June Lecture Series 2014
Agenda
• What is Mobile Market Research?
• Why the Interest?
• Brief History
• International Dimension
• Mobile Quantitative & Qualitative
• Challenges
• Ethics, Regulations and Privacy
• The Future
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Sue York, Australia
June Lecture Series 2014
What is Mobile Market Research?
• Quantitative
• Mixed Mode
• Apps
• Qualitative
• Research Communities
• Face-to-face – mCAPI
• mCATI
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Sue York, Australia
June Lecture Series 2014
Why the Interest in Mobile?
• Ubiquity of Mobile Devices
• ‘In the Moment’
• Putting the ‘Smart’ in Mobile Research
• Passive Data Collection
• Geolocation
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Sue York, Australia
June Lecture Series 2014
Brief History of Mobile Market Research The 1990s
• First serious attempts to use mobile phones for market research
• Mostly SMS
• Short questionnaires
• Only small % of total MR surveys conducted using this method
• ‘In the moment’
• Still in use today for specific research needs
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Sue York, Australia
June Lecture Series 2014
Brief History - 2000
• Phones becoming ‘smarter’, with larger screens, and internet access (WAP)
• Researchers starting to use mobile phones for longer and more complex surveys
• Still small percentage of all market research
• Start of the browser v. downloaded software (app) debate / divide
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Sue York, Australia
June Lecture Series 2014
Brief History - 2005
• Blackberry phones and PDAs more common
• Reports of small % of participants completing online surveys on mobile devices
• ‘Unintentional’ or ‘Accidental’ mobile market research
• Qualitative approaches – diaries, mobile ethnography
• Use of mobile devices to connect with blogs, bulletin boards, discussion and communities
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Sue York, Australia
June Lecture Series 2014
Brief History - 2007
• Arrival of iPhone
• Mobile research moving into high gear
• Qualitative researchers using the iPhone’s extra features
• More online surveys completed on devices of choice
• Arrival of Android helped smartphones reach a critical mass
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Sue York, Australia
June Lecture Series 2014
Brief History - 2010
• Release of the iPad
• Growth in penetration of tablets (iOS and Android devices)
• Larger ‘canvas’ for researchers to work with
• In developing markets focus on feature phones
• Interest and growth in passive data collection
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Sue York, Australia
June Lecture Series 2014
The International Dimension
• Different opportunities and challenges in different countries
• More developed markets – default is smartphones and tablets, and an
assumption of reliable internet
• Less developed markets – the default tends to be a feature phone, and an
assumption that internet access may not be reliably available, and not continuous
• SMS & USSD more associated with LDM
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Sue York, Australia
June Lecture Series 2014
Development, Technology and Market Research Status
• Keep in mind that the definitions of developed and less developed countries do not always fit neatly
• Some technologically advanced countries have weak market research infrastructures and the converse is also true
• So, when planning an international project get an up-to-date assessment of the situation
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Sue York, Australia
June Lecture Series 2014
Mobile Quantitative Research
• Unintentional Mobile
• Mobile only
• mCAPI
• Mixed Mode Studies
• mCATI
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Sue York, Australia
June Lecture Series 2014
Unintentional Mobile
• Unintended or accidental
• Estimates that 20 to 30% of online surveys completed by mobile devices
• What is your approach?
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Sue York, Australia
June Lecture Series 2014
Mobile Only
• Expectation that all participants will complete on a mobile device
• Broad category
• Browser, app or SMS
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Sue York, Australia
June Lecture Series 2014
mCAPI
• Mobile version of Computer Assisted Personal Interview
• New approach to a 30 year old method
• One of the benefits – configure device to send results back to a server
• Integrate multimedia e.g. play video or audio, record the interview
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Sue York, Australia
June Lecture Series 2014
Mixed-mode Studies
• Studies with more than one mode of data collection
• Online survey – PC, Tablet and Mobile devices
• Complete by multiple channels
• Current trend – platform agnostic
• Two issues – Work across multiple platforms
– How to combine data
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Sue York, Australia
June Lecture Series 2014
mCATI
• Large proportion of current Mobile Market Research
• Feedback on the sample profiles
• Sample frame research
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Sue York, Australia
June Lecture Series 2014
Mobile Qualitative
• Purely mobile and mixed-mode
• Collection of personal and ethnographic information
• Information collected by the participants
• Ranging from simple to more complex tasks
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Sue York, Australia
June Lecture Series 2014
Mobile Research in Action
Mobile research is . . .
1. Broadening the range of people who can be contacted
2. Increasing the ability of research to get closer to the customer
3. Improving the quality of data
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Sue York, Australia
June Lecture Series 2014
Current Uses
• Retail
• Customer Experience
• Satisfaction
• Ad Testing
• Tracking
• Product Testing
• Advanced Quant
• B2B
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Sue York, Australia
June Lecture Series 2014
Understanding Shopping
• Diaries
• Audits
• Quantified shopping
• Geolocation and geofencing
• Wearables
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Sue York, Australia
June Lecture Series 2014
Location Analytics and In-store Mobile Surveys
• US 4th July celebrations
• 918 completes
• Opted to share GPS location via Locately smartphone app
• Macro and micro level data
Case study provided by Locately and reported in the new book.
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Sue York, Australia
June Lecture Series 2014
How Many Cereal Packs?
• Number of claimed cereal packs was lower than expected
• Checked with 150 participants
• Take photos
• Showed people had almost twice as many cereal packs as claimed
Case study provided by MMR and reported in the new book.
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Sue York, Australia
June Lecture Series 2014
Location Triggered Surveys
UK Mappiness Project
• What factors influence happiness
• Over 1 million responses from almost 22, 000 participants
• Rating and GPS data
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Sue York, Australia
June Lecture Series 2014
mCAPI and Retail
Tesco Customer Satisfaction
• F2F, at 950 stores in UK
• 100 interviews per 2 weeks, per store
• 50,000 interviews per week
• Marketing Sciences + tablets
• GPS + SIM + App Case study provided by Marketing Sciences and Tesco and reported in the new book.
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Sue York, Australia
June Lecture Series 2014
The Challenges
• Shorter Surveys
• Cost efficiency of PC-based online surveys
• Limitations of devices
• Variability of mobile devices
• Achieving participant co-operation
• Ethical, regulatory and privacy concerns
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Sue York, Australia
June Lecture Series 2014
Length of Mobile Surveys
• Widespread belief that surveys on mobile devices need to be shorter
• This may not be the case
• Research-on-Research
• Industry needs to explore strategies for dealing with these issues
• Chunking, modularising . . .
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Sue York, Australia
June Lecture Series 2014
Cost efficiency of PC based online
• Mobile surveys typically cost the same or more than PC based online surveys
• More limited in terms of sample
• Often relegated to situations where mobile gives ‘better’ data
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Sue York, Australia
June Lecture Series 2014
Device Limitations
• Most concerns relate to phones, not tablets
• Screen sizes still small
• Designing the full range of question types can be challenging
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Sue York, Australia
June Lecture Series 2014
Variability of Devices
• Mobile phones are more variable than PCs
• Windows or Mac
• Screen size – 800 by 600 pixels plus
• Modern browser
• Phones have more operating systems and configurations
• However, growth in Android and iOS is making things simpler
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Sue York, Australia
June Lecture Series 2014
Ethical, Regulatory and Privacy Concerns
• Safety of people taking part
• Defining and achieving informed consent
• Avoiding annoyance
• Avoiding participant costs
• Ensuring privacy and anonymity
• Ensuring secure communications
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Sue York, Australia
June Lecture Series 2014
The Future
Mobile research has ‘arrived’
But, not yet an established method
Four thoughts: 1. More sample options 2. Wearables 3. Integrating passive data and survey data 4. Seamless platform agnosticism
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Sue York, Australia
June Lecture Series 2014
Learn More
Forthcoming . . .
The Handbook of Mobile Market
Research
Ray Poynter, Navin Williams and Sue York
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Sue York, Australia
June Lecture Series 2014
THANK YOU
2014 Platinum Sponsor
Sue York
Handbook of Mobile Market Research (Co-Author)
Australia
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Sue York, Australia
June Lecture Series 2014
The Sponsors for this Event
If you are interested in sponsoring a future NewMR event Email [email protected]
2014 Platinum Sponsor
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Sue York, Australia
June Lecture Series 2014
Q & A
Ray Poynter The Future Place
2014 Platinum Sponsor
Sue York Author of The Handbook of
Mobile Market Research
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Sue York, Australia
June Lecture Series 2014
THANK YOU
Sue York
Author of The Handbook of Mobile Market Research
Australia @1sue3