breakfast briefing seminar: opportunities for research via mobile devices aj johnson, ipsos open...
TRANSCRIPT
Breakfast Briefing Seminar: Opportunities for research via mobile devicesAJ Johnson, Ipsos Open Thinking Exchange
10 years ago, would we have laughed at someone who said this?
“In the future almost every consumer will carry a research device for 19 hours a day. Researchers can communicate with them at any time, ask questions, receive images, videos and location information tocollect ‘in context’ feedback at theexact point of experience.”
That time has come!And it’s only the tip of the iceberg!!
61% - of female 15-34 years smartphone owners access the mobile social media sites
The right time for mobile research
Sample Gap
B
A C
Teens
Smartphone ownership
Jan-10 June-10
13%
20%
iPhone ownershipFemale < 35
Jan-10 June-10
7%
20%
Source: Ipsos MORI Technology Tracker, June 2010
Respondent Prerogative
New Insights
The challenges of mobile research:Competition for face time
or
What shall I do next?
250,000 iPhone Apps
140,000 Android Apps
So we have to change the way we think
We don’t!
How do we move this 45 minute online survey to mobile
Mobile research opportunities
AJ Johnson
Alarm clock
GPS / Location
Calendar
Phone
Internet
Media player
Applications
My mobile does!!Do you know this about me?
Firstly, mobile research doesn’t always mean asking questions
Yes
No
MobiTrack
We would like to ask you a few questions regarding your voice call.
Mobile passive measurement
Passive application measures mobile activity including web, text, voice, apps and other phone functions
1
Ability to pop-up short surveys to complement passive data
2
Online aggregated dashboard reporting
3
Gaining fast feedback on issues of the day
75% of the UK population now use SMS. Free for listeners to participate and feedback is collected fast and reported in real-time
“Today we want to know if you think it’s time for the Queen to let Prince Charles be King – Text ‘POLL’ to 6618”
Understanding radio listeners:‘Wake Up With Moyles’
What are you doing while listening to Moyles?
My morning with Moyles
He’s the first voice I hear each morning when the alarm goes of at 7:00am. I’m up 15 minutes later and then I turn the radio on in the bathroom and listen to Moyles in the shower.
Breakfast involves toast, tea and cereal and I have 10 minutes to sit down and listen to the 8:00am news as the girls pack their bags ready for school.
The car ride to the school is 15 minutes and the car stereo is preset to Radio 1. I did switch to Radio 2 for a while when Evans joined but I think Moyles is funnier.
Once the kids are safely inside the school gate then I manage to hear the final part of the show on my way home.
The children love Frosties, they think they’re Grrreat!
Before work I check the TV schedule for while I’m at work. Don’t tell anyone but I record ‘Homes under the hammer’
At work I listen to the Radio through iTunes. I work much more effectively to music – it’s calming
On the train home it’s movie time. For £3.99 you can download the latest movies and watch them at your leisure
When I get home the TV is taken over by my girlfriend’s WiiFit. I have to use the TV in the bedroom!
After dinner we laze in front of the TV and watch some reality rubbish. It gives the brain a rest after a difficult day at work
I finally get to watch my DVDs after she goes to bed. Finally I have control of the remote!!
What a great invention the DAB radio was. I listen to 5 Live in perfect quality in the shower
2 31
4567
Understanding the consumer: James, 35 years old, ManchesterMy daily media
Co-creating with radio listeners:My perfect playlist
My Favourite 5
Share
98%98%
Playlist for Diva Chicks
92%92%
85%85%
82%82%
78%78%
Check in to the research loungeCheck in to the research lounge
To give more opinions about radio
Voted by
Radio listeners select and share their ideal radio playlist amongst their friends. By voting for their favourites one single list is compiled and broadcasted on the radio. Once engaged, listeners can complete further research opportunities in the research lounge
Integrating research opportunities intoradio apps
….any many other radio apps available
Integrated research app
Passive
Active
• Understand how the app is used• How the app affects the phone usage• Track adverts placed in apps• Track impact of advert through subsequent activities
• On air polls• Customer feedback and testing new concepts• Generating new ideas through listener co-creation• Diaries and ethnography tasks
Developing mobile diary applications
Diary application developed for a global internet services provider working on iPhone, Android, and Blackberry.
Using a points system to encourage “check ins” and sharing information with us on their mobile usage
MBI Touchpoints - PDA / Paper Diaries Replaced with User-experience Optimised Mobile Diaries
Source: MRI / MBI analysis
Developing a mobile radio listening diary
• Idea of recording radio listening• Out of home• When the experience is most recent
• Offers the ability to communicate reminders through the mobile device• Potential for combining both active and passive listening