catching the moving targets
DESCRIPTION
Consumers are going mobile. It's not about whether you "like", you will have to "follow". Presentation by: Pala Kuppusamy from Market Research in the Mobile World - North AmericaTRANSCRIPT
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Catching the moving targets
Consumers are going mobile.
Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)
It’s not about whether you
You will have to
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© 2012 Research Now 2
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Myths
• People won’t do app/mobile surveys
• Not meant for everyone
• Not representative
• Only developed countries
© 2012 Research Now 4
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Myths: People won’t do app/mobile surveys
© 2012 Research Now 5
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Myths: Mobile research is not for everyone
© 2012 Research Now 6
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Myths: Mobile is not representative
© 2012 Research Now 7
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Myths: Mobile research is just for developed countries
© 2012 Research Now 8
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Catching where it matters
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Catching in the way it appeals to them
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Catching when it is fresh
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Catching it vivid and rich
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Catching when they are available
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Catching them young
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Real life Example: Movie goer study
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Geo location study with Venue trigger
• All major movie halls in the country fenced
– Using Foursquare – the largest venue database
• Highly targeted
– 489 people tripped the fence
– 308 completed the survey
• No painful screeners
– Those who went to a movie hall get invited
• High quality
– No false claims
– Triggered and validated with geo location
© 2012 Research Now
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Real life Example: Shopper study
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Geo-fenced in-store shopping survey
• Study targeted shoppers at Supermarkets, Grocery stores and club stores
• Triggered by geo location
• Bar code scans, picture of receipts for validation
• Cross channel invitation vs completion
– 894 invited; 334 completed
– 189 invited; 78 completed
– 164 invited; 71 completed
• High compliance for bar code scanning, image uploads
© 2012 Research Now
No survey results / pictures shown due to client confidentiality
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Real life Example: Home ethnography
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In home immersion studies with rich media inputs
• Target : 600 completes in 2 days
– with rich media inputs on snacks, pets
• Invited 3548 people. Received 678 responses in 2 days
– 658 scanned barcodes
– 673 uploaded pictures
– 557 uploaded audio
• Of 361 who had pets, 289 uploaded video
© 2012 Research Now
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Mobile research sweet spots
GREAT with Mobile
• In-store surveys
• Ethnography with media inputs
• Basket of goods - scan
• Diary with timer / calendar trigger
• Location triggered
• In the Moment
Better with Mobile
• CSAT
• Concept testing
• Awareness studies
• Geo location tracking
• Usage study
• Interviewer / CAPI
• CLT Studies
• Youth targets
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It’s not just about app; it’s about people too
© 2012 Research Now 24
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Thank You
Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)
+1 614 822 8889