meeting respondents on their home turf

MEETING RESPONDENTS ON
THEIR HOME TURF
EVOLVING MOBILE RESEARCH METHODS THAT WORK
TODAY WE’LL COVER
Evolution & the respondent experience
The mobile opportunity
Current mobile research applications
Best practices
Tips for staying ahead of the curve….
THE
MOBILE
OPPORTUNITY
WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.
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Cooperation rates continue to decline
Quality concerns (time to stop pointing the finger at panel!)
Respondents are using their cell phones to access content
Research technologies must evolve…
• Keep respondents engaged!
• Connect using relevant communication modes!
STOP FOCUSING ON PRODUCTS!
It’s not just about using technology to create PRODUCTS…
It’s about utilizing technology to improve the EXPERIENCE.
THE MOBILE EXPERIENCE
Evolving quickly…(daily)!
INSERT VIDEO
WHAT’S YOUR MARKET POSITIONING?
Choose your position….
Would you rather be FIRST in market
OR….
BEST in market?
PRO’S & CON’S
Pro’s
• Fastest growing area of media adoption
• One to one marketing (direct connection)
• Measurement
• Exposure to respondents without landlines
Con’s
• Mobile devices are “personal”
• Consumers want control
• Concern over fees (Digital Sidebar?)
• Limited device penetration & application burnout
• Deceptive distribution/developer techniques
THE MOBILE OPPORTUNITY
•1.5 TRILLION text messages sent in 2009
•90%+ of phones are mobile internet ready
•1 in 5 access the internet at least 1x per day
RESEARCH MUST GUIDE METHODS/TECHNOLOGY
The “shame” factor….
Be aware of respondent limitations…
• Mobile browser
• Survey apps
THE TABLET OPPORTUNITY
•Tablet sales rose 124% from Q3 to Q4 2009*
•Keep in mind country differences….
* IMS Research via Daily Tech
IPAD SURVEYS
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Touch screen compatible
Allows use of interactive questions
Don’t forget your internet connection!
IPAD SURVEYS
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)
HYBRID
OPPORTUNITIES
Combines the best of quant/qual techniques
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Survey to quantify individual preferences
Group discussion of the drivers of preference
The tools…iPad
+ real time data
+ group discussion
WHERE ARE WE TODAY?
WHERE ARE WE GOING?
MOBILE CAPABILITIES…TODAY
Multi-platform studies
• Auto-directed based on access point
Text Surveys
Web based mobile surveys
• Text, diary & multimedia surveys
App based mobile surveys
• Surveys pushed via survey specific or pre-existing apps
Custom mobile apps
iPad surveys
• Hybrid surveys
• Interactive questions/multimedia
Mobile sampling/custom panels
• Broad based consumer panels
• Proprietary research communities
IN EARLY RELEASE OR COMING SOON…
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Integration with DIY software suites
Warning & “best practice” notifications
Multi-language surveys
Geolocation for more accurate targeting (privacy!)
Image based survey triggers
Incentive direct to mobile (One Point)
WHAT’S WORKING
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Short text based surveys (sensitivity to respondent tolerance)
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Image/video uploads (diary/ethnography)
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Survey apps (beware of download tolerance/sample
representation)
WHAT’S NOT WORKING
• Long surveys
• Complex question types
• Limited app distribution (platform compatibility)
• Failing to alert respondents to privacy/security issues
• Insensitivity to personal nature of cell phones
BEST PRACTICES…TODAY
Keep it short!
10 questions (or less)
Keep it simple!
Minimize content
& complexity
GET INVOLVED IN THE CONVERSATION…
GROUPS:
• NGMR
• Innovation & New Tools in MR
EVENTS:
• IIR Tech
• CASRO Tech Conference
• Intl’ Conference on MR in the Mobile
World
• ESOMAR 3D
REMEMBER….
This world is changing rapidly!
• Android
• Smartphone use is exploding
• Tablet sales expected to skyrocket
• Nokia
Sites to watch…
• Engadget
• TechCrunch
• Arstechnica
• Daily Tech
• Press from IDC, Admob, ComScore
STAY CURIOUS.
SEEK OUT PARTNERS
WHO CAN HELP YOU…
BY ASKING THE RIGHT
QUESTIONS
STARTING WITH
WHY?
KRISTIN LUCK
kristin@decipherinc.com
310.713.6622
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Twitter: kristinluck
Linked In: kristinluck
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