Relevance, relevance, relevance! A call to arms (hands, fingers & thumbs) for mobile research 2nd International Conference on Market Research in the Mobile World July 2011

Darren Mark Noyce MMRS MCIM

Founder & Managing Director

SKOPOS market insight - Europe (London)

Darren.Noyce@SKOPOS.info

www.SKOPOS.info

Relevant adj.

Bearing upon or connected with the

matter in hand.

“If you don’t have a mobile strategy, then you don’t have a strategy". -Eric Schmidt, Google

Prologue: Mobile is Relevance…

2

Any method is best when relevant...

3

To the audience

To the topic

To the client

Summary: Arms, Hands, Fingers & Thumbs

4

High Data costs

Technical Difficulties

Voice/ SMS usage ruled

Virtually zero content consumption/ commerce

Lacked user relevance SKOPOS review 2003, concluded with:

Lacked research utility

The past : mobile given the elbow….

5

Is this dawn or just a long night…?

7%

93%

Sales Of agencies use ‘mobile’

Source: Meaning Research 2010

6

“I have reservations over privacy, and moreover robustness and reliability – but I can see potential – indeed my concerns may be overcome once I have more experience of this as a method for delivering true insight (rather than just data).”

Paul Hardcastle, Head of Consumer Research and Insights

“The issue for me is it’s only suitable for asking one or two questions, whereas we tend to want to use

longer surveys. “ Dee Knott, Insight Manager

Clients: a gradual awakening to mobile?

“I have seen this method of research collection being applied across the industry and now have a lot more exposure to it. Regarding the robustness/reliability of respondents' answers via mobile, I still have some reservations but I do see mobile's advantages now. The method will mature over time and it is something we are starting to consider using here at Yahoo! ”

– Feb 2011

“I have reservations over privacy, and moreover robustness and reliability – but I can see potential – indeed my concerns may be overcome once I have more experience of this as a method for delivering true insight (rather than just data).”

– July 2009

Paul Hardcastle Head of Consumer Research

and Insights

7

The present (1): Now, Mobile is Handy

8

9

Virtually Everyone Has a Mobile

76% Mobile subscription within world population

Source: International Telecommunication Union

• Reaches the most difficult of geographies and situations

Source: Market Research Global Alliance

“When people leave home, they take 3 things with them, their wallet, keys and mobile phone”

& Of course, It’s Anytime, Anyplace, Anywhere

10

Source: Jan Chipchase

Numbers are addresses

Mobiles Are wallets

& increasingly anything !

The present (2): Smartphones, Apps & TapTap

11

The mobile web is taking off (at last)

12

Source: ExactTarget

Traffic from mobile devices such as Smartphones has increased 5x in the past two years

Smartphones are helping

12% have paid/ordered using

mobile

13

Have bought online 95%

Have ordered something via social network sites

6%

m-commerce growth

SKOPOS MTrackTM

1006 UK Active Digital Society

eBay proves viability of the mobile channel

30m+ Downloads

$2bn Mobile sales

190 Countries

14

...and others are catching on

Changed title from ‘Paypal payment apps’ to faciliate flow. The phrase “you’re on the go, so now we’re on the go” just jumps out, and here Pizza

Express is doing everything to go mobile. Paypal is def a catalyst.

PayPal Payment Apps...

15

Social is Going Mobile…

“If I had to guess social commerce is the next area to

really blow up”

Mark Zuckerberg, August 23rd 2010

16

30% Mobile owners already access social networks via mobile (UK)

The Future: Mobile gets Thumbs Up

17

Clients see Utility & Relevance…

18

Mobile-based research is increasingly

relevant.

Of course, the head of Google is saying that

mobile is the future (as a media, advertising,

information and commercial platform).

And at News International we’re working on

precisely this. The publishing world has

become absorbed with apps, and here

we’ve just launched (end June) our new

Times/Sunday Times smartphone app,

alongside our iPad app.

So, from our point of view it’s…

1/. Partly about reaching customers who

are using our products on mobile platforms,

using those platforms for soliciting participation

in research, and using the platforms to deliver

the surveys.

2/. But it is also about declining response rates

and research engagement generally,

so we have to adapt to reaching our

audience in smarter ways.

David Howells, Manager, Insight, News International

(The Times/Sunday Times), June 2011

Phones that give out smells

Phones that measure heart-rate

Phones that know your mood

Phones that send deals/ discounts dependent on location

Phones with voice operated applications

Phones with Bar-Code scanning to source best prices

19

Acceptance/Likelihood to use in future…

Lack of knowledge and experience often drives rejection…

9% 26% 16%

29% 33% 46%

SKOPOS MTrackTM

1006 UK Active Digital Society

20

.. But increased engagement drives MR acceptance

UK active digital society 40%

m-gamblers

m-book readers

82%

SKOPOS MTrackTM

506 UK Active Digital Society

78% travel m-researchers

74%

m-shoppers 81%

Would consider completing a mobile survey in future

New & Enriched Insights: Fusion & Linkage

21

Multi-mode, more & more...

•Participants take notes, photos and videos of relevant items

during their day

• Photos and key details are automatically uploaded to an

online diary

Response richness

Participant engagement

• Geo-location based responses

Enriched insights: Geographical triangulation

• Additionally, the technology now exists to physically track the shopper journey (in & out of store) - via the mobile

22

• Audiences • Topic • Client

• 95% txts arr in 10 secs • 94% of txts are read (v 25% email)

• 2 x mobiles as PC’s • No location restrictions • All ages

• Always with you • Un-fixed location • Familiar

• Photos • Videos • Diaries • Apps

The 5 R’s that drive mobile research...

Relevance

Relevance

Relevance

Reach

Response Speed & Real-Time

Really

handy

Richness

23

Any method is best when relevant...

24

To the audience

To the topic

To the client

Relevance will propel mobile …

25

Increased digital engagement

M-web proliferation

The rise of m-commerce

Client acceptance & portals -Clients’ mobile awakening -Apps as an entry point

Reach Richness Real-time Really handy

Relevance

In short: Arms, Hands, Fingers & Thumbs Up!

26

Presented at:

Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta

Organized by: Thank you to sponsors:

LinkedIn Group: Mobile MR

Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org

Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter