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Mobile-Based Research Options & Best Practice

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MRS Webinar - October 2012 Mobile-Based Research Options & Best Practice Hands On Research Is Here But How Do We Handle It? 1 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info


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FAQs Copies will be made available This session is being recorded Fast-paced, punchy Each session 40 mins each 5 min Q&A at end of each session All borrowed content sourced/attributed (with permission) 2


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MRS Webinar - October 2012 Introductions 3 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info


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Meet Your Speakers Scott Dodgson Director - Research, Insight, Consulting, SKOPOS market insight Ever 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 Juson Director - Research, Insight, Consulting, SKOPOS market insight Paula 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. 4


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MRS Webinar - October 2012 5 Scott Dodgson MMRS Paula Juson AMRS, AQR SESSION 1 Mobile Research - An Overview Options, Opportunities & Obstacles SKOPOS market insight www.SKOPOS.info


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SKOPOS: multi-channel & modes & mobile for over 10 years 6


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MRS Webinar - October 2012 7 Scott Dodgson MMRS Paula Juson AMRS, AQR What is Mobile Research? SKOPOS market insight www.SKOPOS.info


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The 5th Methodology? 8


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Definition The channel rather than the topic of Research Focus on Active v Passive Techniques 9


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MRS Webinar - October 2012 10 Scott Dodgson MMRS Paula Juson AMRS, AQR Context: SKOPOS Research on Research Extent of (Active) Mobile Research SKOPOS market insight www.SKOPOS.info


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The past: fuzzy relevance High data costs Technical difficulties Voice/ SMS usage ruled Virtually zero mobile content consumption/ commerce Lacked audience relevance 11


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The past: fuzzy benefits Lacked method relevance 12


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Be aware: over 80% at home/work when on ‘mobile’ (so not on the move) 80% at home/work 13


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Is this the dawn, or another long night...? Source: Meaning Research 2010 Lacks agency and client relevance?


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On the other hand mobile is very handy 15


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MRS Webinar - October 2012 16 Scott Dodgson MMRS Paula Juson AMRS, AQR But is it The Next Big Thing? SKOPOS market insight www.SKOPOS.info


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We think the market is ready... 17


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Virtually everyone has a mobile Audience relevance 18


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The numbers involved are now sizeable! 19 Source: HubSpot, 2012


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“When people leave home, they take 3 things with them, their wallet, keys and mobile phone” Mobiles Are wallets & of course, it’s Anytime, Anyplace, Anywhere Audience relevance 20


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With richer content arriving all the time... Audience relevance 21 Source: HubSpot, 2012


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Smartphones drive mobile engagement... Audience/topic/research relevance 22


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Media players, addresses, wallets, what next? 23 Numbers are addresses Mobiles Are wallets Audience/Topic relevance


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M-Commerce is important 24


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17% have paid/ordered using mobile Have bought online 95% Have ordered something via social network sites 6% M-Commerce: SKOPOS MTrack findings 25


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26 Mobile payments are launching... Audience/Topic relevance


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All especially for the young(er) ones... Driven by better: Devices Content Data plans Familiarity Social Media 27


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Investors think the market is ready... 28


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MRS Webinar - October 2012 29 Scott Dodgson MMRS Paula Juson AMRS, AQR Does Mobile Research Matter (if so little is being done just yet)? SKOPOS market insight www.SKOPOS.info


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Yes, It Matters ! Source: GlobalPark 30


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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... 31


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SmartPhones Helping Source: Neilsen 32


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Surveys getting richer & better... *Courtesy of Fly Research 33


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MRS Webinar - October 2012 34 Scott Dodgson MMRS Paula Juson AMRS, AQR And it has a Multitude of Options & Possibilities A Multi-Channel Channel Many methods within the Method SKOPOS market insight www.SKOPOS.info


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& Access Panels Bespoke Panels Omnibuses Wide-range of Options 35


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Quant: Question Formats 36


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Qual: What are the Options? Qual 37


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MRS Webinar - October 2012 38 Scott Dodgson MMRS Paula Juson AMRS, AQR The Drivers & Opportunities SKOPOS market insight www.SKOPOS.info


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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 39


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Opportunity 1: Relevance 40


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Opportunity: Reach Local & Global 41


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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) 49 million 578 million Source: 42


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Opportunity 3: Response Speed 43


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Speed: Real-time Research (1) 44


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Speed: Real-time Research (2) 45


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Opportunity 4: Really Handy & Familiar 46


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Handy & Familiar: Multi-screening 47


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Opportunity 5: EnRiched Insight 48


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Opportunity 5: EnRiched Insight (2) 49


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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% 50 Opportunity 6: Litmus Testing


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MRS Webinar - October 2012 51 Scott Dodgson MMRS Paula Juson AMRS, AQR The Obstacles, Challenges & Limitations SKOPOS market insight www.SKOPOS.info


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Key Obstacles & Limitations 52


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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? 53


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Challenge 2: Technical 54


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Challenge 3: Psychological 55


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Why not take a mobile survey? Costs key barrier so far (but reducing) 56


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Respondent Concerns (Post Hoc) Mobile Diary with Geo-Tracking 57


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Agency Uncertainty & Reservations 58


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Agency Uncertainty & Reservations 59


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Challenge 4: International Differences 60


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MRS Webinar - October 2012 61 Scott Dodgson MMRS Paula Juson AMRS, AQR Finally: Simple Solutions & Some Success Stories SKOPOS market insight www.SKOPOS.info


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Best Practice Guide Ensure mobile method fits with audience/topic/client Keep Surveys Short & Simple... 5 questions? Engaging (Reassuring) Invites (+ opt-in) Meaningful Incentives/Rewards Keep Respondents Engaged (flow and above) Plan and work around country variations Consider and work with best (technical/panel) partners 62


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Key Solution: Partners & Planning 63


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MRS Webinar - October 2012 More Next Week... 64 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info


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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? 65 Scott Dodgson MMRS Paula Juson AMRS, AQR SKOPOS market insight www.SKOPOS.info


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Partner Credits - Thank You HHB Dialogue - www.hhbdialogue.com Fly Research - www.flyresearch.com Broca Mobile - www.brocaplc.com Dialogue Mobile Marketing - www.dialogue.net One Point Surveys - www.onepointsurveys.com QuestBack - www.questback.co.uk IPSOS - www.ipsos.com Meaning - www.meaning.uk.com Kantar Media - www.kantarmedia.com Mobile Research Conference - www.mobileresearch09.com The following companies/events helped in the preparation of this session... 67


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