September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

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Mobile versus Online

for Shopper Insights and Product Testing

Ben Leet and Edward Appleton

#mrmw

Berlin, 25 September 2014

www.uSamp.com

Who we are

Insights Audience

Technology

Edward Appleton

Senior Clientside

Researcher - Nestle,

Avery Dennison,

Rohm and Haas.

Speaker - ESOMAR,

WARC, Mafo 2013/14,

MRMW. Green Book

blog regular

contributor

Founding board

member of MRMW

www.uSamp.com

How we came together

@benleet

@Edward04

www.uSamp.com

Study background

3

www.uSamp.com

Hypotheses

4

1. Mobile is preferable for shopper/shopability studies

- Closer to the moment of purchase

- Delivers the POS truth with photo evidence

2. Mobile research delivers more granular results in sensory

evaluations on IHUTs than laptop/desktop

- Because responses likely more recent, overcoming recall bias

Overarching question: Does mobile deliver richer

insights overall? For example depth of response on

open ended questions?

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Methodology

5

Screener In-store shop Product test

3 stage project which ran late August to early September

VS

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Methodology

6

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Recruitment: How did it go?

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Sampling ambition and end-results

Goal Achieved Time

Mobile n=150 n= 111

2 weeks

Desktop n= 150 n= 255 <1 week

Goal Achieved Time

Mobile n=150 n= 107

2 weeks

Desktop n= 150 n= 226 <1 week

Mobile recruitment tougher

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Traffic Conversion: UK

Screener

starts

Screener

Drop Out %

In-store drop

outs

Product test

drop outs

Start / Complete

ratio

Calculated

IR

Mobile n=1,992 15%

238 150 6% 32%

Desktop n= 1,097 9% 37 7 23% 41%

Screener

starts

Screener

Drop Out %

In-store drop

outs

Product test

drop outs

Start / Complete

ratio

Calculated

IR

Mobile n=8,687 18%

197 89 1% 9%

Desktop n= 3914 12% 53 8 6% 12%

Traffic Conversion: USA

Recruitment metrics

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− UK: 17% of sample aged 45 or older

− USA: 24% sample aged 45+

But: Lots of people over aged 45 eat crisps!

Weighting? Insufficient base sizes…

Mobile not yet suited for 45+

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Participant experience….how was it?

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The shopping experience…

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USA Mobile USA Online

% %

Top 12 12

Middle 31 83

Bottom 57 6

Memory and perceptual biases at work in online figures

Desktop: Potentially misleading for in-store

Question: Where were the Lays Cheesy

Garlic Bread chips on the shelf?

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Bottom shelf placement

Photos confirm mobile accuracy

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UK Mobile UK Online

% %

1-10 secs 28 6

11-30 secs 31 16

31-60 secs 15 18

1-2 mins 18 31

3-4 mins 5 17

5 mins 2 7

Longer 1 5

Findability - only an issue for 7% of mobile resp, but 29% acc. to online.

Desktop: Potentially misleading for in-store

Question: From the moment you entered the store, how long

did it take you to find the Walker Prawn Cocktail crisps?

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Sensory evaluation….mobile or desktop?

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When Ate Crisps UK Mobile UK Online

% %

Last 5 - 10 mins 44 6

11-30 mins ago 11 9

30 mins -1 hr ago 7 14

About 2 hours ago 14 17

3-4 hours ago 4 10

5-8 hours ago 4 11

Longer than 8 hours ago 17 33

Desktop- 1 in 3 UK IHUT completes based on product tasted

more than 8 hours ago ...memory impacts on accuracy!

IHUT: Mobile survey closer to tasting

Question: When did you eat the crisps?

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JAR = Just About Right USA Mobile USA Online

% JAR % JAR

Crunchiness 78 80

Flavour 53 70

Saltiness 76 68

Nutritional info 69 76

Value for money 69 72

Amount of chips in bag 59 56

Freshness 81 77

Easy to open 83 81

IHUT: Little difference on sensory evaluation

Question: Please tell us your opinion of the following

aspects of the chips, using a scale of 1 - 5…

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Purchase

Propensity

UK Mobile UK Online USA

Mobile

USA Online

% % % %

Def. not 5 7 8 6

Prob. not 10 7 17 9

Might/might not 14 12 16 10

Prob. would buy 32 25 34 27

Def. would buy 39 48 25 48

Which version has more predictive power??

IHUT: Different Top Box PI Scores

Question: How likely would you be to buy these

flavour crisps in future?

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Mobile: Similar “Diagnostic Length” To Desktop

UK Mobile UK Online USA Mobile USA Online

Nr. Words Nr. Words Nr. Words Nr. Words

Opinion of

Shopping

Experience

5.52 7.87 8.36 8.80

IHUT Likes 7.15 7.11 9.53 8.15

IHUT Dislikes 4.27 3.61 6.68 5.02

Why is that

(Purchase

Intent, IHUT)

8.5 7.73 11.11 8.71

In-store: Mobile slightly shorter OEs, but likely more

accurate as closer “to the moment”

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Mobile diagnostics - fresher, more granular

USA

Desktop - Dislikes (first 10)

wasnt cheesy enough <br />

not enough cheese flavor and I like white cheese

no it was good

nothing

Nothing

nothing

nothing

Nothing

nothing

none

USA

Mobile - Dislikes (first 10)

Garlic taste

I felt like the taste could be bolder.

I had pizza and breadsticks for dinner last night

and I think eating these compared to actual Italian

food creates a negative experience. Other than

that they are good but definitely not my favorite

They were a little greasy.

I wish there were more in the bag.

Nothing really enjoyed them

The garlic is too strong

It takes a few chips to actually taste the flavor

The cheese flavor was really fake

Couldn't find anything I didn't like.

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Conclusions

VS - Shoppability – in the moment (mobile) is more accurate

- IHUT: Diagnostic power on mobile at least equal to desktop

if not superior

- But:

- Recruitment and fieldwork times longer – you have to wait for “in the moment”!

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Is mobile worth it? On balance yes…..but…..

55% cost

premium

> fieldwork

time

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Thank you!

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW