Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and in the US alone, the app economy has created about half a million jobs (Mashable, 2012) in only 5 years time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile enabled. Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion. In this paper you can read more about the benefits of mobile surveying beyond the tool, the use of mobile in Market Research Online Communities (MROCs) and how research can help you with your mobile marketing. At the ESOMAR 3D Conference in Amsterdam (NL), the presentation by Annelies Verhaeghe & Anouk Willems was awarded Best Presentation of the 3D Conference.

1. 2012
BEST
PRESENTATION
ESOMAR 3D

2. 2012 seems to have been the year of mobile. Smartphone
penetration has boomed, mobile marketing budgets grew
exponentially, and in the US alone, the app economy created
about half a million jobs (Mashable, 2012). In the slipstream of
this, the market research industry is keeping a close eye on
the ball. Both on the technology and the methodology
side, we see that our research toolbox is mobile-
enabled.
What to expect? Most of the current research efforts are based either on mobile
surveying as a tool (see, among others, Luck, 2011) or on
mobile ethnography (see, among others, Atkinson & Conry,
2011). We miss a couple of dimensions in the discussion.
In this paper you will read more about the benefits of mobile
surveying beyond the tool, about the use of mobile in
Market Research Online Communities (MROCs) and
about how research can help you with your mobile
marketing.

3. The mobile
research quiz
As a preparation to the ESOMAR 3D conference, we organized
a short quiz in order to test the knowledge of the market
research industry about mobile research.
Check out the results further in this paper.
Never took a mobile survey before? Test you knowledge on
mobile research. Go to this website or scan the QR code
below.

4. Overlooked benefits of mobile surveying
Many discussions on mobile surveying focus on the survey as a tool and on making the
shift from an online to a mobile survey. However, we feel that some key advantages are
often forgotten when it comes to the benefits of mobile surveying: data quality and
benefits for recruitment.

5. The benefit for mobile surveying for data quality
Mobile is often put forward as the remedy to The number of questions one can ask through a
avoid recall bias with participants. Recall bias is mobile device in the heat of the moment is
a type of systematic bias that occurs when the way limited. There is a lack of understanding of
a survey participant answers a question is affected which types of questions are highly
by the participant's incorrect memory. One of the impacted by recall bias. Literature suggests
factors influencing recall bias is the time elapsed that the data quality gained by taking the survey
between the actual experience and the reporting of in the heat of the moment is higher for specific
that experience. In other words, it is crucial to be as types of questions. On the one hand, studies
close as possible to the experience one wants to (Melton et al, 2011 & Lee, Hu and Toh 2000)
measure (Wilton & Polovitz Nickerson, 2006). The found that we have a tendency to underreport
link with the power of mobile is obvious: the device real objective behaviour over time (Lee, Hu
that is always in people’s pockets can be an and Toh 2000). On the other hand, when it comes
intuitive tool for reporting the experience, also to the recall of our emotions and attitudes,
which will positively influence data quality. consumers typically are poor witnesses of their
own behaviour. Therefore it may also be the case
that measuring attitudinal information like
satisfaction questions or brand attitudes differs in
the heat of the moment.

6. The benefit for mobile surveying for sampling
Apart from data quality, mobile also has a By intercepting people via a cue (poster, flyer,
potential from a sampling perspective. Within etc.) in a public place we can invite them to take
the online research space - especially when a survey on their own mobile device. Additionally,
considering online surveys - we see that the majority this way of sampling can be very convenient for
of projects use a panel-based sampling approach. participants. There is no need to sign up for a panel
One clear advantage in comparison with offline data and to endure regular mails about research; one
collection from a business perspective is the lower participates when one chooses to.
cost and effort required to collect and input data. On
the other hand, in some instances offline recruitment There is however also a drawback of recruiting
methods have the advantage that less filtering is consumers on the go. While, as described above, the
needed; the people who are recruited in a sample will be 100% relevant, there are potential
supermarket will have something to tell you about representativity issues. Those people who are
that supermarket. Especially when looking for users willing to participate are possibly smartphone- and
of a product or service or for people who were mobile-savvy and are therefore not inhibited by the
exposed to a certain ad, you end up with a 100% constraints of having to scan a QR code or type a code
relevant sample. It is at this intersection of into the mobile browser. Also, we could ask ourselves
online and offline sampling methods that to what extent this sample is representative when it
mobile plays a potential role. comes to brand identification or (socio)demographic
profile. We may be attracting merely youngsters or
brand fans with these recruitment methods.

7. Fashionable research
We set up a project in collaboration with Andres, a manufacturer of women
fashion in the Belgian and Dutch markets.
The first phase consisted of an in-store recruitment by means of QR codes and
links deployed in the shops. This in-store questionnaire consisted of:
• Objective questions: in order to provide a test case, we decided to test
the recall of shoppers for two shop characteristics. We asked them to report
on the number of fitting rooms in the shop and measured recall of an in-
store promotion where a belt was added for free to a chino purchase.
• Attitudinal questions: we measured both general satisfaction with the
experience in the shop as well as satisfaction with specific elements of the
shops.
• Methodological questions: we asked participants where they completed
their questionnaire in the shop and investigated if they could be interested
in participating in follow-up research.
Fig: Posters used for recruitment via a unique Secondly, shoppers received a follow-up survey via e-mail, in which we tested
QR code and a link
the recall effect, the profile of the participants and the participant experience with this
new type of research. We also benchmarked the results of our mobile experiment
with a sample of Andres clients who were recruited via their database.

8. Fashionable results
Success of the in-store recruitment
In-store recruitment can help significantly to find shoppers that recently visited a
Xandres or Hampton Bays store. It seems that mobile is a good way of finding users of
a certain service or product. However, we also had less control over the field.
Moreover, we should keep in mind that people recruited in a shop only answer a few
questions, as a mere 25% of the participants recruited in-store participated Quiz result
afterwards.This meant that we needed to start from a much bigger sample to reach the What percentages of the
consumers who were
same amount of information in comparison with recruitment on a database recruited in the shop actually
participated in the follow-up
survey afterwards?
Participant experience
• 10%
• 15%
To assess the participant experience, we dug into the verbatim answers given by • 20%
participants when asked to evaluate their experience with this research. We found • 25%
mixed results. People find it positive that market research is ‘adapted to new
technologies’ and state that this is ‘much better than pen-and-paper surveys’.
Those with negative or mixed feelings referred mostly to the follow-up questionnaire,
evaluating it as either rather lengthy or as annoying as it repeated questions that had
already been asked in the mobile part. If we look at the intention to participate in
further research in the future, 84% of participants indicated being willing to do so.

9. Fashionable results
Critical success factors
The effort for in-store recruitment was significantly lower than
the recruitment via database. Once the flyers and posters were
available or hung up visibly in the shop, the fieldwork basically
completed itself. However, it appeared to be crucial to have
the local shop manager on board. For this purpose, we
made a „Frequently Asked Questions‟ document which was
sent to all participating shop managers and we adapted the
look&feel of the recruitment material to the brand.
We found that a combination of QR codes and text links thus
works best to persuade participants to take part in mobile
market research. What is striking, however, is that 90% of the
links/codes on flyers were used when people had already left
the shop. In other words, some responses were not given in the
heat of the moment, but only afterwards. Therefore we
should be careful in selecting our promotion material
and adapt our message and channel (flyer, poster) to the
desired participant behaviour.

10. Fashionable results
What questions should you ask in the heat of the moment?
One of the benefits of asking questions in the heat of the moment is that we can avoid the
recall effect. In our research, we tested both the recall for attitudinal information and for
objective information:
• We tested the recall bias for satisfaction questions. Both in the within and in the between Quiz result
subject comparison, we found little confirmation of this hypothesis. The results show us that we For which type of questions
would have drawn the same research conclusions independently of the recruitment is there a difference
between on-the-spot and
questionnaire. We were not able to find any recall bias for attitudinal information. post-hoc measurement?
• Only for questions
• In order to test the recall bias for objective information, we compared the question on the about low-
number of fitting rooms (between 3 and 5 depending on the store) and whether any special involvement topics
marketing action was on display. We found that 27% of respondents reported a different • Only for questions with
high-involvement topics
number of fitting rooms when answering in the shop vs. when answering afterwards. However, • For questions with both
every single respondent who noticed the marketing action (8/19) (a free belt with a chino) low- and high-
recalled it later. We believe that these results could easily be explained by taking consumer involvement topics
engagement into account. Since shoppers are very likely to be engaged with the kind of
marketing actions where one can obtain something for free, a high recall of this type of
objective information is no real surprise. However the recall effect of low-involvement objective
information - in this case the number of fitting rooms - is larger since there is no benefit for
consumers. The results suggest that when assessing objective, behavioural information,
especially in the case of low-involvement product categories, we should be careful when
asking consumers to report post-hoc.

11. Fashionable results
Do we have representativity issues?
We also assessed the profile of the participants. While all respondents to the mobile survey
obviously possessed a smartphone with a data connection, only 25% of participants in our
benchmark condition had one. We compared the answer patterns for the smartphone
Quiz result owners (in-store recruitment or within the benchmark database) with non-smartphone
owners.
The participants who were
recruited via QR codes or • The profile of the smartphone users in terms of being „technologically advanced‟ didn‟t
leaflets had a specific profile. differ at all between the groups. 21% of the mobile survey group indicated using their
What characteristic were most
diverging between them and
smartphone very frequently and knowing almost everything about it. For the “follow-up
the control sample? only” group, this percentage is 29%. The same similarity is observed at the lower end of
• Socio-demographic
the scale. Also for other profiling variables, like category interest, we observe little
differences difference. As pointed out before, the evaluation of the in-store experience was not
• Attitude towards the brand different between the groups either.
• Attitude towards
technology and mobile • In terms of brand identification, those participating in-store showed a higher brand
devices and gadgets identification than the participants in the database (47% vs. 32% identification with the
brand).
• The biggest difference was found in age: through the database, we were able to find only
5% consumers aged under 35. In the in-store condition, 37% of our sample belonged to
this age category. In summary, we do recruit a different profile through in-store
probing when it comes to socio-demographic profiling or brand engagement,
but the sample is not necessarily more technologically advanced.

12. Using mobile in MROCs
Market Research Online Communities (MROCs) are a hot method in today‟s research
landscape. The physical process of participating in an MROC is quite straightforward: it is
an online research method and thus consumers use a computer with keyboard in order to
give their feedback. We see that, in various instances, the participant input consists of
many words and really reflects the effort people put in. Currently, MROCs as a
methodology are facing 2 main challenges.

13. Participating in MROCs is time- & place-bound
The very act of participating in an MROC is very much time- and place-bound; it
Challenge 1 needs to be done on a PC and therefore participation can only happen if the
participant can spend time on that PC. However, many of the interesting moments
in the participants‟ lives take place at other times and in other places. If we truly
want to connect with participants, we need to bring the MROC to the participant in
these other contexts.
A shift from desktop to mobile
We see an increasing shift from online time towards mobile devices. MROCs are
Challenge 2 built to get extensive in-depth input from participants. It is impossible to ask
participants to provide that level of (written) detail on a mobile phone, given the
limited real estate that is available for a keyboard. The shift from PC towards mobile
devices is thus a possible threat for the future of MROCs.
The ‘friends with benefits’ approach
In overcoming these two challenges, we believe mobile devices can help with what we call the „friends with benefits‟
approach. While for obvious reasons of depth and data quality an MROC cannot be conducted on a mobile phone
only, we see an important role in adding a mobile component to the online MROC platform. Very specifically, we
believe that a mobile MROC solution should have the following components:
• Allow participants to keep in touch with the community (read what‟s happening there)
• Allow participants to share (short) textual comments
• Allow participants to share visual data (pictures)

14. A soup story
Given the 3 components that we believe to be This application was launched in the „Come Dine With Me‟
quintessential to a mobile MROC solution, we community, a community for Campbell‟s Australia in
developed an application which does exactly that: it cooperation with Direction First, with 50 participants aged 25
taps into the database of our online community to 45. The community aimed at uncovering what
platform and allows participants to see what‟s going Australians have for dinner, what their cooking habits
on. Furthermore, people can share textual
are and how they have evolved, and how people find
comments, pictures and videos, along with
answering the occasional poll. The app is developed inspiration for cooking. About half of the participants (20
for iPhone and Android. out of 50) had a smartphone. The application was
communicated via a blog post and newsletter, including a
Here are some screen shots: direct downloadable link.
After the community, participants received a follow-up
questionnaire to assess their satisfaction with the community
in general and the mobile app in specific, including questions
about how they felt the mobile app influenced their
community contributions. The questions explicitly probed for
participant engagement, facilitation of feedback and richness
of feedback, in line with the hypotheses we formulated. All
items were formulated on a 10-point scale, ranging from
„Completely disagree‟ to „Completely agree‟. We also
measured the impact indirectly by comparing the number of
Fig. Mobile application used in MROC communities
posts and the length of the posts from community members
who used the mobile app to tap into the community with
those of the non-users of the mobile app.

15. 1. Mobile component increases participant
engagement
A mobile screen helps members to stay in touch
We operationalize participant engagement in this case by two subdimensions:
staying in touch with the community and spending time on the community.
Two statements probe for these dimensions; the numbers between brackets
correspond to the average score on a 10-point scale. Quiz result
Do you agree with this
• Using the application for the ‘Come Dine With Me’ research community statement: “Communities
really helps me staying in touch more with it (8.2/10) with a mobile version make
members less engaged with
• Without the app, I would have spent less time on the ‘Come Dine With Me’ the community”?
research community (7.4/10)
• Yes, that‟s a true fact
• No, there is no difference
Both statements clearly confirm that the mobile app increases engagement • No, it makes them more
with the community. There is a small difference between staying in touch and engaged!
spending time on the community; participants seem to find that the ease of
staying in touch with what happens on the community is boosted, but some of
them are not exactly sure that they would have spent less time on the
community without the app.

16. 2. Mobile component leads to different data, not
to more data
The mobile app stimulates for more multimedia feedback
Overall, the statement “Using the application for the ‘Come Dine With Me’ research
community really helps me give more feedback towards the community” scores an
average of 8.2/10. Furthermore, if we look at specific kinds of rich data, the following
Quiz result statements are relevant: „The application makes it easy to upload pictures to the
And what about this ‘Come Dine With Me’ research community’ (8.1/10) ; „The application makes it easy to
one: “Communities upload videos to the ‘Come Dine With Me’ research community’ (7.7/10).
with a mobile version
lead different data, not
necessarily more However, when looking at the behavioural data, we did not observe any difference
data.”?
between the number of posts by the mobile app group versus the community
• Agree members who did not access the community via their mobile. Furthermore the length
• Disagree
of the posts was only slightly different between the two groups: on average, 67 words
for non-mobile versus 70 words for mobile. We did however find that more pictures
and videos were uploaded through mobile than through the regular way.
A picture is worth a thousand words
Although the community members thought they had provided more input, it seems
this was not transferred in actual behaviour for textual input. However, the mobile app
stimulates consumers to provide more multimedia feedback. It is often said that a
picture is worth a thousand words. The richness of visual feedback may allow
participants to express themselves better with less effort.

17. 3. Mobile component results in richer data
A mobile app enables members to share more contextual and
personal data
Richer data is operationalized by 2 types of richness: more personal data
and more contextual data (= data corresponding with specific situations).
Two items correspond to these two dimensions:
• Because I had the application, I was able to upload more personal
information about myself onto the ‘Come Dine With Me’ research
community (7.4/10)
• Because I had the application, I was able to upload feedback in specific
situations while they were happening onto the ‘Come Dine With Me’
research community (8.2/10)
Our analysis shows that especially the richness in terms of specific
situations (contextual richness) is very strong. A lot of insights were
Fig. Multimedia input uploaded via the mobile app
generated into how participants were cooking, preparing and eating their
food in real time. On the right is a collage of a small number of the
pictures uploaded onto the MROC by participants, which served to
generate insights into cooking habits. Their being uploaded was powered
100% by the mobile app.

18. Mobile as research content
When budgets shift towards mobile marketing and advertising, marketeers will be in need
of deep insights into what mobile really is all about. But how can market research help
brands with their mobile marketing challenge?

19. The Mobile Mindset Model
Currently there is a lack of a strategic framework for mobile marketing. The role of research in this process is also
unclear. In order to close the gaps, we created the ‘Mobile Mindset Model’ which can help brands engage
in mobile marketing and which points out the role of market research. The model is based on a mix of
desk research of existing online sources (mainly blogs), a dozen expert interviews with people active in the mobile
marketing industry (app development agencies, expert groups like IAB, advertising agencies and end clients) and
a quantitative study among 800+ smartphone users in the UK, the US, the Netherlands and Belgium. The latter
focuses specifically on the needs people gratify by using a smartphone. The mobile mindset model, shown below,
gives a clear overview of what needs to be done in order to engage in mobile marketing.
Fig. Mobile mindset model for mobile marketing

20. 1. Start with setting Case study
objectives
. Kinepolis, a European cinema chain brand, applied this
model to explore one possible way of tackling this issue.
1. The marketing objectives: These are linked to the
marketing funnel and need to be outlined clearly before The Kinepolis application is in essence a basic application
embarking on a mobile adventure. They can range from which shows users the films that are being shown in their
attracting new consumers to building a lock-in loyalty favourite Kinepolis cinema complex. It is possible to look up
system. more information about movies, watch trailers and view the
2. The KPIs: how will success be defined? These come schedule of movies.
in 3 forms:
Aimed towards boosting loyalty, people
• Intrinsic KPIs: How will you define success in terms
using this app will be informed about what
of awareness, branding, purchase/trial and/or loyalty?
is „on‟ in cinemas. „More informed‟ should
These are the basic marketing objectives you set out to
equal „more sales‟ in this case; knowing
reach via your mobile strategy.
what‟s shown will boost the will to go to the
• Learning KPIs: How will you define success in terms
cinema. An intrinsic KPI that Kinepolis
of skills acquired, learning's shared and experience built
through your mobile efforts? These are the things you relies on is the Net Promoter Score
want to learn and remember for your future mobile (recommendation behaviour).
strategy. Furthermore, the in-app experience
• Change management KPIs: How will your mobile evaluation and the usage of specific
efforts help to give the company a more mobile
preference-based marketing features
mindset? Does it bring you closer to a higher change
are key performance indicators for their
management goal, like being more consumer-centric?
mobile marketing approach.
These are the things you want to change internally.

21. 2. Research
1. Thorough knowledge about your brand DNA, both Case study
from internal and external sources. This is crucial to
make sure the mobile solution fits closely with the brand. Kinepolis, a European cinema chain brand,
2. Existing consumer needs: what needs are consumers applied this model to explore one possible way of
gratifying by using your brand? What needs are still tackling this issue.
open? Are there needs that mobile technology
specifically can solve where previously this was The Kinepolis brand DNA is focused on what
impossible? [A good example here is the need of ‘finding they call „preference marketing‟. They want to be
good coffee in an unfamiliar part of town’, which was the cinema which offers a friction-free film
solved by Starbucks by integrating geo-location in their experience, in which their customers can easily
mobile application]. find the films that are in accordance with their
3. Current mobile behaviour of the target group: preferences. This last point is the core customer
what are brand/category users currently using on their need they see. Mobile behaviour of the
phone? Is there a difference with general smartphone target group is operationalized by the use of
users? What operation system are they mainly using? iPhone and Android devices.
Integrating pre-research explicitly in this model makes not
only for a more successful approach, but also constitutes a
business opportunity for market researchers. Opportunities
here range from mobile U&A studies up to an ethnographic
approach that can help you detect new consumer needs, or a
digital profile study (Verhaeghe et al, 2012) which can help
map a target group‟s digital and mobile profile.

22. 3. Provide value
Providing value is about making sure that the developed solution is in line with the main drivers for using smartphones.
Contact: this refers to Convenience: In general, making life Entertainment: Being
continuously being in touch with easier and more convenient, for entertained during “empty”
or available to your social graph instance through access to information moments: when people are
and/or sharing updates yourself. and tools at moments and places waiting for the bus, where
This is where the mobile phone where they were previously they consume content, play
originated from: making phone unavailable. Concrete examples here games, watch videos…
calls and sending messages, but are the „maps‟ application and the
recently this is also information search via the browser or
„operationalized‟ by on-the-go via a branded application.
social media use, for instance.

23. Case study
4. Measure
Kinepolis, a European cinema chain brand, applied this
Lastly, in the measuring phase, there is a feedback loop model to explore one possible way of tackling this issue.
towards the original objectives and KPIs. This
The research objectives were :
ensures that ROI can be measured, and if an iteration
follows, the process can start again with an improved a. Discovering who forms the current user base of
knowledge base. This is the second opportunity for this application; this is not only about the profiling
market researchers to assist clients in their mobile of the app users. We also wanted to see if we could
detect anything more about the moments when the
needs.
app was typically used.
b. Discovering the drivers and frequency of using
and downloading this application: is the value
actually provided which this app seeks to provide?
c. Gaining insights in user experience in general
and of some features in specific. Hereby, Kinepolis
was mainly interested in features that link to the
„preference marketing‟ positioning.
d. Finally they wanted to assess to what extent the
mobile app could also serve as a conversation
starter and as such could help augment the Net
Promoter Score.

24. Box office market research
We lack current standards on how to research mobile communication efforts, especially apps. Especially
in terms of recruitment, we face challenges on finding consumers who have installed a certain app. We
therefore conducted a first exploratory test together with Kinepolis to explore one possible way of tackling
this issue.
1. We intercepted app users by means of a popup.
People were invited to take a survey and win a „100
Days Card‟ (a card providing 10 free cinema visits to its
holder). App users could indicate whether they wanted
to take the survey immediately, not at all, or at a later
point in time. Whenever people participate in the
research, a mobile survey consisting of 9 questions is
triggered within the application to assess the app
experience.
2. The e-mail address captured in the first phase is
used for the follow-up questionnaire in phase 2.
This follow-up part is necessary in order to dive deeper
into some elements of the user experience and
profiling information.

25. Results
To what extent would we manage to recruit consumers via an
intercept in an app?
1778 people participated in both phases of this study. In the first part
Quiz result
(the in-app popup), we had 6603 participants. Of those, 85%
How long did it take us to
(N=4129) provided their email address and thus had good intention to find a sample of 400
participate in the follow-up questionnaire. Of those, 43% (N=1778) participants to take part in
this (recruited on the app)?
completed the follow-up questionnaire. Overall, this means that we
obtained a total response rate of 27% on the initial recruitment, a Question type: Single
response
number which is very similar to what we obtained in the Andres study.
For any first test of a recruitment method, this is a very high • 4 hours
• 4 days
number indeed; it compares very favourably with panel recruitment • 4 weeks
methods for instance. The recruitment went extremely fast as
well. After one day of field, we had already obtained 800 answers, a
result which we can only dream of in other research. The response to
the follow-up part was also obtained with very few efforts.

26. Results
What is the profile of our participants?
• When looking at the profile of the app users, 71% of the participants
indicated that they were regular „consumers‟ of Kinepolis (going to the
cinema at least once a month). We are thus looking at a group of people
who are engaged with the brand. Just like brand and topic engagement
are core drivers of participating in MROCs (Schillewaert et al, 2011), the
same logic goes for mobile app participation.
• When looking at the participant profiling from a socio-demo perspective,
we found that this method helps us reach a target group which is typically
very hard to reach. The average age of the sample is 30. 10% is below 18,
35% is aged 19 to 25. 73% of participants are men. Recruiting this profile on
a traditional online panel, with as extra challenge that they need to be regular
users of the Kinepolis app, would be immensely difficult. By intercepting
them while using this app however, this fieldwork was turned into a walk in
the park.
• In terms of profiling, we dealt with an extremely technology- and
mobile-savvy sample. (60% claims to be very savvy). This comes as no
surprise. Importantly, we also recruited 40% of consumers who do not
consider themselves to be technologically advanced. This group had a
different user experience. Taking the large sample sizes into account, this not
technological advanced group was still sufficiently large so we were able to
report back on this group with confidence.

27. Results
What questions to ask in the heat of the moment? We found two effects.
• Lapse for negative aspects: Our analysis
The amount of question you can ask in the heat of the
teaches us that dissatisfied consumers with a
moment is limited. Therefore we checked again the recall
high cognitive dissonance have a higher
bias. Some very striking results emerged. When we
tendency to adapt their answer post hoc. We
compared the average satisfaction scores (both general
reason that, at the heat of the moment, the
as specific component), we did not find any difference
more negative evaluations are more salient.
again. However, when looking at net promoter scores of
the mobile app, we saw that the recommendation However, since the general feeling about the
intention seemed to increase in post measurement. To app was positive, consumers adapt to more
further explore this effect, we also conducted an analysis mild evaluations.
within the subject. A potential explanation for this result • Too good to be true: In the group of satisfied
can be found in the cognitive dissonance which is consumers, we see a reverse effect.
experienced post hoc. The actual experience is often a Consumers who gave high scores on almost all
mix of positive and negative components. Mixed items during the in-app intercept (low
emotions are difficult to remember because they spur dissonance) gave a slightly less positive
feelings of conflict, increasing the chance that evaluation post hoc. It looks like they find it hard
consumers will revise their views of their mixed to image post-hoc that their experience was that
emotional experiences (Aaker, Drolet and Griffin, 2008). great.

28. Case study
Kinepolis, a European cinema chain brand, applied this model to
explore one possible way of tackling this issue.
Last but not least, it is also crucial to point out that thanks to the
successful implementation of the in-app intercept, we were
able to provide insights into how Kinepolis could improve
their mobile marketing strategy. Not only were we able to
discover details about the users of the app, the study also helped to
understand the contexts and moments when the app was used. The
latter could be done by direct probing for contextual information (e.g.
What drives you to using the app?) but also by linking behavioural
data. For example, by looking at the time when consumers
completed the questionnaire in the app, we could derive when
consumers typically made use of the app. For Kinepolis this was
useful information in order to find the optimal time to
refresh the app content with new content and to gather
further insights into how their target group plans their
cinema trips.

29. Wrap-up & Discussion

30. Mobile as content
New way of recruitment: We see three target
The mobile groups that mobile is particular suitable for: First of all, we
were able to reach youngsters, a group which is
typically very hard to motivate to take part in any kind of
research research. Secondly, in all cases where we are looking for
users of a certain product, service or brand, the
combination of an online or offline cue and mobile, allows
toolbox for 100% accurate targeting. Finally, we clearly attract
the more brand- or topic-engaged consumers.
Mobile as a method

31. Mobile as content
The mobile Quality of research: Data captured on the spot is not
necessarily equal to data captured afterwards. However,
since mobile surveys need to be limited in duration, it is
research crucial for our industry to understand what questions need
to be asked in the heat of the moment and which
questions can be part of the follow-up survey. Our results
suggest that involvement with the topic and cognitive
toolbox dissonance are crucial in this debate. It is clear that this
area of research should be explored further in the future.
Mobile as a method

32. Mobile as content
Grasping context: We find that it is possible to
The mobile engage people to report about the context they are in
and to provide in-depth info about it. This is definitely
the case for MROCs, where the mobile app stimulates
research participants to upload pictures and videos about their
environment. However, we predict that providing this
context will also become increasingly important in
toolbox surveys. Mobile helps us researchers to be close to
both experience and context, and as such has potential
to disrupt our industry.
Mobile as a method

33. Mobile as content
Engagement: The added value of mobile for
The mobile research communities in terms of participant
engagement is also high. Community members clearly
define a mobile add-on as a tool that could increase
research their engagement and participation towards the
community. When thinking of engaging our clients,
mobile is definitely also a new way to engage people in
toolbox market research.
Mobile as a method

34. Mobile as content First a mobile application should fit a consumer need. Evaluate and measure the impact of the
Qualitative research can help you detect mobile marketing effort through an in-app
those consumer needs and fine-tune the intercept. Does the developed app or mobile website
needs as for the mobile device. A good mapping lead to brand activation? Does it increase the level of
of the mobile and digital behaviour of your knowledge on your product? What is the ROI of your
mobile marketing?
target group is necessary before venturing into
mobile marketing.
The mobile
research
toolbox
Mobile as a method

35. In sum, the mobile era has started, offering Quiz result
tremendous opportunities for market researchers with a At which of the following
flexible mind-set. Mobile is everywhere and literally places do smartphone
users use their mobile
brings us closer to consumers. Our market research phone most often?
touch points will be expanded with mobile and as • On the toilet
industry, we will need to built topic expertise. We hope • In bed
we managed to demonstrate that mobile is more than a
tool and that the time has come to enter this fascinating
world full of opportunities.

36. References

37. • Verhaeghe, A., Veris, E. & Willems, A. Research in the mobile mindset, Proceedings of Esomar 3D congress November
2012.
• Atkinson, S. & Conry, S. The place for mobile research? Multi-mode studies of major cultural events, Esomar 3D conference
2011.
• Luck, K. Digital Matrimony. Marriages that are transforming the face of research. Esomar 3D conference 2011. Mashable,
2012: http://mashable.com/2012/02/07/app-economy-boosts-job-growth/.
• Melton, E., Krahn, J. & Landi, J.; “Linking website exposure data to survey data: a single source solution.” Print and digital
research forum 2011.
• Lee Eunkyu, Michael Y. Hu and Rex S. Toh (2000), “Are Consumer Survey Results Distorted? Systematic Impact of
Behavioral Frequency and Duration on Survey Response Errors,” Journal of Marketing Research, 37 (February), 125-133.
• Fishbein Martin, Ajzen Icek. Belief, attitude, intention, and behavior: an introduction to theory and research. Reading (MA)‟
Addison Wesley; 1975.
• Gilbert, D., Pinel, E., Wilson, T., Blumberg, E. & Wheatley, T. (1998), “Immune Neglect:
• A Source of Durability Bias in Affective Forecasting,” Journal of Personality and Social Psychology, 75 (1), 617–28.
• Schillewaert, N., De Ruyck, T. and Ludwig, S. The Dark Side Of Crowdsourcing. Casro, 2011.
• James J. Wilton, Norma Polovitz Nickerson. Collecting and using visitor spending data - 2006. // Journal of travel research.
Vol. 45 (2006/07), No. 1
• Verhaeghe, A., Mc Donalds, S., Van Belleghem, S. (2012). Rules of engagement. Proceedings for MRS congress 2012.
• Wirtz, D., Kruger, J., Scollon, C. and Diener, E. (2003). “What to Do on Spring Break? The Role of Predicted, Online, and
Remembered Experience in Future Choice,” Psychological Science, 14 (September), 520–55.

38. Research team
Annelies Verhaeghe Anouk Willems
+32 9 269 1406 +31 10 742 10 35
annelies@insites-consulting.com anouk@insites-consulting.com
@annaliezze @AnoukW1
http://be.linkedin.com/in/anneliesverhaeghe http://nl.linkedin.com/in/anoukwillems

39. Thank you!
@InSites
marketing@insites-consulting.com
http://www.facebook.com/insitesconsulting
http://www.slideshare.net/InSitesConsulting