presentación advancedprogram mobilebusiness ie business school, mobileresearch 22th july 2014,...
DESCRIPTION
Lecturing AdvancedProgram MobileBusiness IE Business School, MobileResearch 22th July 2014, Cesar Rodriguez. #Mobile #MobileResearch #Research #mrx #DialogsBeyondTRANSCRIPT
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Mobile. A new era in Research!
Cesar Rodriguez, Lecturer: “Advanced Program in Mobile Business” Madrid, 22th July 2014
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Mobile. A new era in Research!
1. Introducción 2. Mobile. Efecto transformador en todos los sectores (…incluso en Market
Research). 3. Evolución del Market Research hasta nuestros días. 4. Beneficios del Mobile Research vs. Research Tradicional 5. Cambiamos las reglas: El poder lo Vene el cliente. 6. Posibilidades del MobileResearch: “Feedback in-‐real-‐Vme”
a. Estructura Push y Pull (QR Codes & Keywords) b. MobileWeb c. App y EFM vía API
7. Otras uVlidades internas, ejemplos, (Business Case). 8. Comunidades digitales: Más importante que nunca. 9. Customer Journey Mapping: Touchpoints & the Gap Monitoring
a. Mystery Shopping/ Calidad de Servicio Percibida b. SaVsfacción de Cliente
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1. Introducción
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Presentación • César Rodríguez, 37. • Formación: Business, MarkeVng, Research. • Más de 15 años experiencia en InvesVgación de Mercados
(directa o indirecta: cliente e insVtuto). • Desde 2013, Director en Iberia y Latam para OnePoint Global,
líder mundial en MobileResearch.
www.CesarRodriguez.com
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Resumen Inicial
• El Mobile está transformando la Sociedad. • Transforma también El MarketResearch. • Clientes: pidan más autonomía, menor precio, DIY, menos Vempos de espera, más amplitud de posibilidad de respuesta, más Experiencia y no tanto Recuerdo diferido.
• Feedback en Vempo real. Información tácVca y lista para la toma de decisiones.
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2. Mobile. Efecto transformador en todos los sectores (…incluso en Market Research)
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Mobile. Efecto transformador sector a sector…
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SOURCE: GRIT Report, 2013.
AMENAZA: La gran mayoría de Investigadores no utilizan Mobile.
Sólo un 27% de los profesionales de la Investigación de Mercados usaron Mobile en 2014.
Lo mismo está pasando en el sector de la InvesVgación de Mercados. Hay determinados Players que están dándo la vuelta a la torVlla
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La mayoría siguen utilizando laaaaargas encuestas…
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… los panelistas o encuestadores mueren por el camino…
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...y lo mismo pasa al pasar las encuestas a pantalla de móvil.
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Los Institutos de Investigación no quieren perder el control, quieren tratar datos como antaño en papel y largos periodos de campo, ni hablar de DIY (Do it Yourself)… Pero el proceso es imparable: El Mobile Research le da todo el poder al Cliente.
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QUE ES “MOBILE OPTIMIZED RESEARCH”?
○ Encuestas más cortas ○ Formato especial de encuestación ○ Preguntas más fáciles y directas (i.e. sin cuadros) ○ Uso de Rich Media
Primer paso: Mobile Optimized Research o “MOR”
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Pero muchos investigadores, mobile optimized les suena a:
EXTRA WORK
LESS DATA
OMG !! NO
GRIDS??
Resultado? Profesionales son reacios a utilizar Mobile.
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(la lenta…) Evolución del Market Research hasta hoy
• Se sigue haciendo InvesVgación de Mercados igual que hace 50 años. – CuesVonarios de papel – De 20 a 50 preguntas – Aburrido para el entrevistado – Basado en Recuerdo Diferido, no en Experiencia – …
¿Qué habría pasado de disponer de Tecnología Móvil hace 30 años?
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3. Evolución del Market Research hasta nuestros días.
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El Consumidor HOY.
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4. Beneficios del MobileResearch vs. Research Tradicional
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3. Feed-‐Back “in real-‐Vme”.
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Claves MobileResearch
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Ejemplo Encuesta MobileWeb
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Ejemplo Encuesta “SMS Choice”
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Ejemplo “Comunidades online”
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Ejemplo Encuesta “QR Code” y/o “Keyword”, API vía módulo en App.
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50 Mobile Research Made Easy
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Resumen Final
• El Mobile está transformando la Sociedad. • Transforma también El MarketResearch. • Clientes: pidan más autonomía, menos precio, DIY, menos Vempos de espera, más amplitud de posibilidad de respuesta, más Experiencia y no tanto Recuerdo.
• Feedback en Vempo real. Información tácVca y lista para la toma de decisiones.