Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.

1. Mobile Research
Mobile Research
Gathering data using
the small screen
Class 19

2. Mobile Research
What is Mobile Research?
Any research done on a mobile
phone or mobile device where ever
people may be - at home, work,
play, abroad, etc.
The ability to conduct research on a
mobile device allows for many
types of data to be gathered.

3. Mobile Research
Mobile Research Options
Qualitative Research Quantitative Research
Ad Copy Testing Shopper Experience
Concept Testing Customer Satisfaction
Perception Mapping Awareness Studies
Ethnography Media Habits
CLT Brand Metrics
Mystery Shopping Purchase Intent

4. Mobile Research
Mobile Research Opportunities
In what areas of research does mobile make the most
sense today and tomorrow?
For hard-to-reach audiences and young people, minorities and teens
in particular
Business-to-business sector where mobile technology usage is high
Retail in-store where shopping considerations can be tracked
Creative development for mobile campaigns where ads can be tested
on device.
In the developing world where PC access is limited. Alot will depend
on the incentives and the growth of broadband.

5. Mobile Research
Mobile Research Advantages
What major advantages does mobile have over other
research methods, such as online?
• Freshness of data, immediacy, richness of response (open-
ended questions get fuller responses).
• Ease of sending supporting materials, such as photos.
• Ability to let respondents trigger the interview.
• Speed – 80 percent of responses come within 2 hours.
• Access – you can access more people than are online or on
fixed line phones.

6. Mobile Research
Mobile Research Disadvantages
• Potential users struggle to visualize what a mobile Internet
survey will look like (while most people are familiar with what an
online, print or telephone survey entails).
• It has to be short: surveys can last no more than 10-15 minutes.
• Costs of downloading/responding to the survey must be covered
by incentives paid to respondents. The cost of sending invitations
to participate (via SMS) is typically higher than with online (email).
• Screen size remains a big limitation on survey size and question
types. It also limits how much space one has to explain how to
complete the survey.
• Survey sample groups are skewed today to technophiles (as
used to be the case with online research).

7. Mobile Research
Mobile Research Tactics
How can people be targeted for mobile surveys?
• Respondents can be targeted by:
• Country
• Demographic group - age, gender and income
• Mobile operator
• Device manufactures
• Operating system - iPhone, Android, Blackberry
• Mobile content usage - users of mobile apps, social networks,
maps, music, etc.

8. Mobile Research
Mobile Research Tactics
How are mobile research respondents determined?
• Respondents can be found from:
• Online national/local panels of registered survey participants
• Focus group facility recruitment
• Ads in media frequented by targets – mobile, online, traditional
• Personal recruitment in groups – employee, social media, clubs
• Company loyalty program members
•How are survey costs determined?
•Cost are determined per completed surveys, meaning research
studies can fit into all budgets

9. Mobile Research
Mobile Research Best Practices
What are the trends or technologies in m-research?
• Using location-based mobile to gather geographic data
• Retail in-store surveys or recent-purchase mobile surveys
• Inserting mobile research within traditional research methods
• Focus groups
• Observational
• Ethnographic
• Using the mobile camera/video to record purchasing decisions
• Gamification-based mobile research

10. Mobile Research
Mobile Research Best Practices
Top 5 tips for best practice in m-research
• Keep surveys short
• Focus on freshness. Mobile isn’t appropriate for “everything-but-
the-kitchen-sink” surveys
• Incorporate data into your business as quickly as you gather it
• Use a mix of methodologies – mobile Web, SMS "nano surveys"
(very quick), interactive voice recognition (IVR)
• Keep surveys simple – don’t forget how small the screen is.