The Latest Trends In Mobile Market

Research

Ray Poynter

Tokyo, July 2014

IIeX - 2014 Amsterdam, Netherlands, February 2014

Santiago, Chile, April 2014

Atlanta, USA, June 2014

IIeX – APAC, Sydney, December 2014

Ray Poynter Co-Chair

Top speakers from: • USA • Europe • Australia • Asia • Africa

From inside and outside marketing research – suppliers and clients.

Topics: • Mobile • Big Data • Neuroscience • Facial coding • Voice analytics • Visualisation • Communities • Gamification • Bio metrics • Digital

ethnography • Passive data

collection • Start-ups • Innovation • New business

models • New sample

sources

Trends in Mobile – Big Picture

Ubiquity

24/7

Smartphone

Internet enabled

App running

Multiple sensors

Linked to other data

Growing share of current modes of research

Participative Passive In the moment Location based Push

Available from the JMRX Facebook Page

Outline of the Book - 1

PART 1 Mobile Market Research

• Overview of Mobile Market Research

• Mobile Research in Action

• The Technology of Mobile Market Research

PART 2 Qualitative and Quantitative Research

• Mobile Qualitative Research

• Mobile Forums and Online Focus Groups

• Mobile Diaries and Ethnography

• Mobile Quantitative Research

• Designing and Conducting Mobile Surveys

Outline of the Book - 2 PART 3

The Methods and Applications of Mobile Market Research • mCAPI –Mobile Computer Aided Personal Interviewing • mCATI – Mobile Telephone Interviewing • Mixed-Mode Research • Utilizing Passive Data • Panels, Lists, and Communities • International Mobile Research

PART 4 Researching the Mobile Ecosystem, Ethics, and the Future

• Researching the Mobile Ecosystem • Ethics, Laws, and Guidelines • Research-on-Research • The Evolving Picture • Glossary • References

What is Mobile Market Research?

• Self-completion surveys conducted on a mobile device (e.g. phone or tablet)

• Web surveys where some people are using mobile devices

• Passive data collection

• Participant research

• Taking part in online qual using a mobile device

• mCAPI – where interviewers use mobile devices

• CATI – telephone interviews where some people are answering via mobile phone

Why the Interest in Mobile?

• People have their mobile phones with them 24/7

• Nearly everybody has a mobile phone

• Mobiles are becoming smartphones

• Mostly iPhone and Android

• Increasingly used in traditional market research

• Creating new types of market research

ITU Estimates per 100 People

Phones per 100 is NOT penetration. Some people have more than 1 phone.

Mobile Subscriptions Regional

Worldwide Mobile Operating Systems

In terms of operating systems on devices visiting websites

Google Trends – Global

Japan Mobile Operating Systems

In terms of operating systems on devices visiting websites

The Growth of Mobile Research Existing Research

– Larger share of CATI (often more than 50%)

– 25% of online surveys

– mCAPI is replacing CAPI and PAPI

– Online discussions and online focus groups

New Research – In the moment

– Participant research

– Passive data collection

– In-app collection

– Geofencing, location, tracking etc

– Quantified self

mCAPI 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.

mCAPI

Trade Census

Multi-country, multi-culture

Mobile phone + app

GPS: location & tagging

Surveys

Photos

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

A day in the life

1578 beverages

400 consumers

1 day

Mobile Diary

Diary framework

BEVERAGES

Who?

What?

Why?

When?

Where?

What else?

Mobile interface

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

Where at home?

Kitchen

Living room

Dining room

Bedroom

Bathroom

Somewhere else at home

Kitchen

Living room Dining room

Bedroom

Bathroom

Garden / yard Somewhere else

at home

Men Women

What Are 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)

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

• Can ‘push’ the survey

Negatives

• Must be downloaded

– Technical issues

– Respondent reluctance

• Must be written for each platform

• Less central control – e.g. quotas

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

Geo

• Geotracking – interesting but difficult and most of the results are not useful to marketers

• 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

– iBeacons are currently key to this approach

WE-research – Participant Research

How Many Cereal Packs? • In survey, number of

claimed cereal packs lower than expected

• 150 participants selected

• Take photos

• Showed people had almost twice as many cereal packs as claimed

Case study provided by MMR and reported in the new book.

Location Base Research - USA

Case from Locately – USA location analytics company

• 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.

Currently UK Mappiness has 58,481 participants

More New Stuff

Flurry

Web messaging

February 2014 $19billion

Location – Telcos

EE, O2, Vodafone 20 million people

Trends in Mobile – Big Picture

Ubiquity

24/7

Smartphone

Internet enabled

App running

Multiple sensors

Linked to other data

Growing share of current modes of research

Participative Passive In the moment Location based Push

Thank You

Available from the JMRX Facebook Page