MEETING RESPONDENTS ON THEIR HOME TURFEVOLVING MOBILE RESEARCH METHODS THAT WORK

TODAY WE’LL COVER

Evolution & the respondent experience

The mobile opportunity

Current mobile research applications

Best practices

Tips for staying ahead of the curve….

THEMOBILE OPPORTUNITY

WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.

• Cooperation rates continue to decline• Quality concerns (time to stop pointing the finger at panel!)• Respondents are using their cell phones to access content• Research technologies must evolve…

• Keep respondents engaged!• Connect using relevant communication modes!

It’s not just about using technology to create PRODUCTS…

It’s about utilizing technology to improve the EXPERIENCE.

STOP FOCUSING ON PRODUCTS!

THE MOBILE EXPERIENCE

Evolving quickly…(daily)!

INSERT VIDEO

WHAT’S YOUR MARKET POSITIONING?

Choose your position….

Would you rather be FIRST in market

OR….

BEST in market?

PRO’S & CON’S

Pro’s• Fastest growing area of media adoption• One to one marketing (direct connection)• Measurement• Exposure to respondents without landlines

Con’s• Mobile devices are “personal”• Consumers want control• Concern over fees (Digital Sidebar?)• Limited device penetration & application burnout• Deceptive distribution/developer techniques

THE MOBILE OPPORTUNITY

•1.5 TRILLION text messages sent in 2009

•90%+ of phones are mobile internet ready

•1 in 5 access the internet at least 1x per day

RESEARCH MUST GUIDE METHODS/TECHNOLOGY

The “shame” factor….

Be aware of respondent limitations…• Mobile browser• Survey apps

THE TABLET OPPORTUNITY

•Tablet sales rose 124% from Q3 to Q4 2009*

•Keep in mind country differences….

* IMS Research via Daily Tech

IPAD SURVEYS

• Touch screen compatible• Allows use of interactive questions

Don’t forget your internet connection!

IPAD SURVEYS

• Combines the best of quant/qual techniques• Survey to quantify individual preferences• Group discussion of the drivers of preference

The tools…iPad + real time data + group discussion

HYBRID

OPPORTUNITIES( )

WHERE ARE WE TODAY?WHERE ARE WE GOING?

MOBILE CAPABILITIES…TODAY

Multi-platform studies• Auto-directed based on access pointText SurveysWeb based mobile surveys• Text, diary & multimedia surveysApp based mobile surveys• Surveys pushed via survey specific or pre-existing apps

Custom mobile apps

iPad surveys• Hybrid surveys• Interactive questions/multimediaMobile sampling/custom panels• Broad based consumer panels• Proprietary research communities

IN EARLY RELEASE OR COMING SOON…

• Integration with DIY software suites• Warning & “best practice” notifications• Multi-language surveys• Geolocation for more accurate targeting (privacy!)• Image based survey triggers• Incentive direct to mobile (One Point)

WHAT’S WORKING

• Short text based surveys (sensitivity to respondent tolerance)

• Image/video uploads (diary/ethnography)

• Survey apps (beware of download tolerance/sample representation)

WHAT’S NOT WORKING

• Long surveys

• Complex question types

• Limited app distribution (platform compatibility)

• Failing to alert respondents to privacy/security

issues

• Insensitivity to personal nature of cell phones

BEST PRACTICES…TODAY

Keep it short!

10 questions (or less)Keep it simple!

Minimize content & complexity

GET INVOLVED IN THE CONVERSATION…

GROUPS:• NGMR• Innovation & New Tools in MR

EVENTS:• IIR Tech• CASRO Tech Conference• Intl’ Conference on MR in the Mobile

World• ESOMAR 3D

REMEMBER….

This world is changing rapidly!• Android• Smartphone use is exploding• Tablet sales expected to skyrocket• Nokia

Sites to watch…• Engadget• TechCrunch• Arstechnica• Daily Tech• Press from IDC, Admob, ComScore

STAY CURIOUS. SEEK OUT PARTNERSWHO CAN HELP YOU…

BY ASKING THE RIGHTQUESTIONSSTARTING WITH

WHY?

KRISTIN LUCKkristin@decipherinc.com310.713.6622

FOLLOW ME!Twitter: kristinluckLinked In: kristinluck

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