mmra mobile mystery shopping

35
www.mmra- global.org #mmra Mobile Mystery Shopping Capturing the Customer Experience in the Moment Mark Michelson Executive Director, MMRA Atlanta, Georgia USA www.mmra- global.org #mmra

Upload: mobile-marketing-research-association

Post on 20-May-2015

1.825 views

Category:

Business


2 download

DESCRIPTION

Presentation on using mobile for mystery shopping presented by Mark Michelson at the Mystery Shopping Provider's Association European Conference in Sardinia, May 2

TRANSCRIPT

Page 1: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra

Mobile Mystery Shopping

Capturing the Customer Experience in the Moment

Mark MichelsonExecutive Director, MMRA

Atlanta, Georgia USA

www.mmra-global.org #mmra

Page 2: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra2

Actually, please turn them on and share

your thoughts/notes using twitter:

#mmra

Page 3: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra3

Change is Growth

• "Without change there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable."– William Pollard

Page 4: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra4

What is Mobile?

• It’s the ability to connect to the internet and other people from anywhere, anytime

• Portable (wifi) and Network (cell) connectivity

• Smart phones, Dumb Phones, Tablets, Laptops

Page 5: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra5

The Exo-Brain• Google already

functions as an ‘exo-brain’. The device many of us carry in our pockets harnesses millions of servers worldwide and fulfills what we’d otherwise expect from our education and memory.

Page 6: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra6

Why understand shoppers in the moment with Mobile MS?

• It’s not about mystery shopping for mobile devices… – it’s about using mobile devices to help bring the

shopper experience to life• Mobile is the preferred personal media• More mobile devices are being used to

connect to the internet than desktop computers

Page 7: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra7

Why understand shoppers in the moment with Mobile MS?

• Best way to know what shoppers are really doing and when they are doing it–Real time data tracking and time stamping–Validated with geo-location– Enhanced reporting with

video/photo/audio

Page 8: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra8

Mobile MS helps clients

• Store managers, who are increasingly mobile, should be able to quickly access shop information at their finger tips

• Text alerts with links to access to specific content

Page 9: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra9

Early Days of Mobile MS and MR

• Adoption of traditional mystery shopping and marketing research methods…– Store/merchandising audits – Hidden video – Shopper diaries – IVR/satisfaction reports– Intercept surveys

Page 10: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra10

Early Days of Mobile MS and MR

• ….to new technologies– PDA’s (e.g. Palm Pilot)– SMS/Text– Spy cams– Cameras

• But it was slow to be adopted by participants and clients – mostly because it involved device management

• Smart Phones changed the game

Page 11: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra11

Types of data Mobile MS provides

• Qualitative & Quantitative– Behavioral: What shoppers do

while shopping– Observational: What shoppers

observe– Sentiment: What shoppers

say/think – Emotional: How shoppers feel

while shopping

Page 12: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra12

Types of data Mobile MS provides

– Sensory: How shoppers perceive sights, sounds• Future inputs will include temperature, eye

tracking and more– Passive: Geo-location, timing, media engagement,

Packaging scans (UPC and QR codes)

Page 13: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra13

Apps, Mobile Enabled Web (MWAP), and SMS/Text– Apps – allow for data collection without being

connected to web. Data transmitted when best signal is available (wifii for videos, etc.)

– MWAP – requires constant connection to web – SMS/Text – data can be transmitted, but difficult

to synchronize with existing platforms

Page 14: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra14

Advantages of Mobile MR/MSPresented by Remy Bleijendaal from TNS Nipo at MRMW conference

• Mobile MR (MS) advantages include – Immediacy, fewer recall issues– Shorter surveys leading to higher data quality – Contextual richness – Respondent convenience– Greater reach in emerging markets– Greater youth engagement

Page 15: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra15

Challenges with Mobile MS

• Issues with Mobile MS include: – Screen size– User experience and questionnaire length– Validity of self-reported data – Whether to calibrate previous data or move

forward with new methodologies

Page 16: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra16

“OMG” & “WTF” Shared by Kristin Luck of Decipher at MRMW Conference

• OMG– O – Online tracking data– M – Meta-data in photos– G – Geo-location

• WTF– W – Wandering device ID’s– T – Too complex privacy polices– F – Fees for SMS and data streaming

Page 17: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra17

Ethics and Standards in Mobile MS• Mobile is very personal media– Research participants consent with opt-in permission– Transparency gains trust– Self-editing and review before approval– The right to be forgotten– Cost to participant for data access

• MMRA is working with major associations including ESOMAR, QRCA and MSPA to create codes and guidelines for privacy assurance

Page 18: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra18

Which vendors have Mobile MS apps currently?

Page 19: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra19

Page 20: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra20

Page 21: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra21

Page 22: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra22

Page 23: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra23

Page 24: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra24

Page 25: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra25

Page 26: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra26

Page 27: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra27

Page 28: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra28

Page 29: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra29

Page 30: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra30

Page 31: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra31

Mobile MS Trends• Shorter questionnaires = more actionable info• More targeted assignments – take a photo of “x”

display• More validation and transparency of everything– Image geolocation tags, shopper location at time of

reporting• Near Field Communications will help target more

precise location in stores • Dissipated workforce through apps – Gigwalk, Roamler• Tech cowboys

Page 32: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra32

Predictions for Mobile MR/MSPresented by Robert Moran at MRMW conference

• Three of the possible futures could be:– Power to the people• Dissipated workforce displaces traditional mystery

shopping

– E-Agency• MS firms replaced by e-lancers and tech developers

catering to DIY clients

– Portal power• All key consumer data are integrated in a single online

portal

Page 33: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra33

The Opportunity is Yours!• Use mobile to bring mystery shopping reports to life• Start slowly by adding services – not replacing them• Engage shoppers beyond observations• Clients need to keep people’s trust –learn best

practices of mobile marketing research• It’s about transparency and collaboration – bringing

the true customer experience to your client

Page 34: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra34

Want to Know More?

• Join MMRA– MSPA members can save $50 on registration

• 3 Conferences Per Year• Last month in Amsterdam – 180 attendees• Next one in Cincinnati July 18-20

Page 35: MMRA Mobile Mystery Shopping

www.mmra-global.org #mmra

Thank You For Your Curiosity!

Mark Michelson

[email protected] #mmra #MobileMR