Darren.Noyce@SKOPOS.infowww.SKOPOS.info

Relevance, relevance, relevance! A call to arms (hands, fingers & thumbs) for mobile research

2nd International Conference on Market Research in the Mobile WorldJuly 2011

Darren Mark Noyce MMRS MCIM

Founder & Managing DirectorSKOPOS market insight - Europe (London)

Darren.Noyce@SKOPOS.infowww.SKOPOS.info

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

Prologue: Mobile is Relevance…

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Any method is best when relevant...

It should fit...

To the audience

To the topic

To the client

The past : mobile was given the elbow….

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High Data costs

Technical Difficulties

Voice/ SMS usage ruled

Virtually zero mobile content consumption/ commerce

Lacked audience relevance

The past : fuzzy relevance

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SKOPOS reviews over 2000 - 2003, concluded with:

Lacked method relevance

The past : fuzzy benefits

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Is this the dawn, or another long night…?

7%

93%

SalesOf agencies use ‘mobile’

Source: Meaning Research 2010

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“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

“I think mobile is the current flavour of the month – it is hugely powerful for quick, location based stuff, but as with many new innovations some are currently seeing it as the solution to everything which it clearly isn’t”.

Tim BrittonCEO, YouGov

Lacks agency and client relevance?

On the Other Hand, Mobile is Very Handy

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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

Audience relevance

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

& of course, it’s Anytime, Anyplace, Anywhere

Numbers are addresses

MobilesAre wallets

& increasingly anything !

Audience relevance

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Media Players, Addresses, Wallets, What Next?

Source: Jan Chipchase

Numbers are addresses

MobilesAre wallets

Audience/Topic relevance

Smartphones, MWeb & Apps Point to the Future

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A tipping point for relevance?

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The mobile web is taking off (at last)Audience/topic/research relevance

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Smartphones drive mobile engagement...

Source: ExactTarget

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

Audience/topic/research relevance

M-Advertising & Marketing growing ‘exponentially’

12% have paid/ordered using mobile

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Have bought online 95%

Mobile marketing & mCommerce rising...

SKOPOS MTrackTM

1006 UK Active Digital Society

Audience/topic relevance

Mobile Payments are launching...

17Audience/topic relevance

Social is Going Mobile (is going Local)…

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

really blow up”

Mark Zuckerberg, August 23rd 2010

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

Audience/topic relevance

80%+ if already m-engaged , e.g. m-commerce, m-gambling, etc.

The Future: Mobile gets Thumbs Up

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As always, ignorance & attitudes can drive rejection...

Phones that give out smells

Phones that measure heart-rate

Phones that measure pollution

Phones that know your mood

Wave 1

Wave 2

26%

27%

8%

10%

14%

17%

17%

23%

But time, exposure & engagement drives acceptance...

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And exposure & engagement drives Mobile MR too

UK active digital society 40%

m-gamblers

m-book readers

82%

SKOPOS MTrackTM

506 UK Active Digital Society

78%m-travel researchers

74%

m-shoppers 81%

Would consider completing a mobile survey in future...

Audience/topic relevance

Mobile is the fastest growing method...

20%

80%

SalesOf larger agencies use ‘mobile’

Source: Meaning Research 2010

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“...it is hugely powerful for quick, location based stuff,”.

Tim BrittonCEO, YouGov

Agency awakening & relevance

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• Audiences• Topic• Client

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

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

• Always with you• Un-fixed location• Familiar

• Photos• Videos• Diaries• Apps•Geo

Relevance is top of the steering wheel...

RelevanceRelevanceRelevance

Reach

Response Speed & Real-Time

Recording(opt-in)

Reallyhandy

Richness

• Auto-capture•Behaviour•Location, etc.

Research Relevance

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Mobile is the primary device

Mobile Comm’s, Content Consumption and Commerce

Smartphones

Client Awakening

& Acceptance

ReachRichness Real-timeReally handyRecording

Relevance

Relevance

Relevance

Relevance underpins & propels mobile …

Clients: Benefits dawning on them

“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 HardcastleManager, Consumer Research

and Insights, EMEA

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Client Awakening

& Acceptance

Clients Seeing Relevance…

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“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...

David Howells, Manager, Insight, News International(The Times/Sunday Times), June 2011

Clients Seeing Win-Win Relevance …

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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

And comms, content, connections and commerce are ALL going mobile Respondent Relevance

Research Relevance

Client/Agency/Respondent Relevance

Client Awakening

& Acceptance

Newsflash: Monday 18th July 2011, The Guardian UK

£GBP1.6m in VC funding

Several Calls to Arms?

Investor Relevance

And Big Brands are Backing Mobile…

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“Smartphones, mPayments and mCommerce"-Charles Dunstone, CPW/BestBuy Europe

Client (Agency) Relevance

“If your plans don’t include mobile, then your plans aren’t finished”Wendy Clark, SVP, Coca Cola

A Vision: The Timely Contextual Feedback ‘Mesh’

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"The comparative advantage of mobile is interesting .. it's about context, it's about timeliness, it's about the ability to actually engage people in extraordinarily sophisticated dialogue, customisation, feedback..."

- Rory SutherlandVice President, Ogilvy, July 2011

Client/Agency/Respondent Relevance

Portable (out of home)+ Smart In-Home Hub

Auto-render

Data, Voice & Video

True 2-wayinteractivity

Asking & listening

Gesture Responses

From the Elbow - to Hands, Fingers & Thumbs Up!

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Darren.Noyce@SKOPOS.infowww.SKOPOS.info