Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile research Darren Mark Noyce - Managing Director, Global Insights – SKOPOS Discussing the last decade of mobile methods: what are the successes and failures? Determining where we are now given history and moment. What is next for mobile: why is relevance the key driver and why now is the time for mobile.

1. 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

2. Prologue: Mobile is Relevance…
“If you don’t have a mobile strategy, then you don’t have a strategy".
-Eric Schmidt, Google
Relevant adj.
Bearing upon or
connected with the
matter in hand.
2

3. Any method is best when relevant...
To the audience
To the topic
To the client
3

4. Summary: Arms, Hands, Fingers & Thumbs
4

5. The past : mobile given the elbow….
Lacked research utility
user relevance
SKOPOS review 2003, concluded with:
High Data costs
Technical Difficulties
Voice/ SMS usage ruled
Virtually zero content consumption/
commerce
5

6. Is this dawn or just a long night…?
Sales
Of agencies use
‘mobile’ “The issue for me is it’s only suitable
7% for asking one or two questions,
whereas we tend to want to use
longer surveys. “
Dee Knott,
Insight Manager
“I have reservations over privacy, and
moreover robustness and reliability – but I
can see potential – indeed my concerns may
93% 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
Source: Meaning Research 2010
6

7. Clients: a gradual awakening to mobile?
“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
“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
7

8. 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
9

10. & Of course, It’s Anytime, Anyplace, Anywhere
“When people leave home, they take 3 things with them, their wallet, keys and mobile phone”
Mobiles
Are wallets
Numbers are addresses
& increasingly anything ! Source: Jan Chipchase
10

11. The present (2): Smartphones, Apps & TapTap
11

12. The mobile web is taking off (at last)
Smartphones are helping
Traffic from mobile devices such as Smartphones has
increased 5x in the past two years
Source: ExactTarget
12

13. m-commerce growth
12% have paid/ordered using
mobile
Have bought online 95%
Have ordered something
6%
SKOPOS MTrack TM
via social network sites
1006 UK Active Digital Society
13

14. eBay proves viability of the mobile channel
...and others are catching on
190Countries
30m+ $2bn
Downloads Mobile sales
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
14
Express is doing everything to go mobile. Paypal is def a catalyst.

15. PayPal Payment Apps...
15

16. Social is Going Mobile…
30% Mobile owners already access
social networks via mobile (UK)
“If I had to guess social
commerce is the next area to
really blow up”
Mark Zuckerberg, August 23rd 2010
16

17. The Future: Mobile gets Thumbs Up
17

18. Clients see Utility & Relevance…
Mobile-based research is increasingly
relevant. So, from our point of view it’s…
Of course, the head of Google is saying that 1/. Partly about reaching customers who
mobile is the future (as a media, advertising, are using our products on mobile platforms,
information and commercial platform). using those platforms for soliciting participation
in research, and using the platforms to deliver
And at News International we’re working on the surveys.
precisely this. The publishing world has
become absorbed with apps, and here 2/. But it is also about declining response rates
we’ve just launched (end June) our new and research engagement generally,
Times/Sunday Times smartphone app, so we have to adapt to reaching our
alongside our iPad app. audience in smarter ways.
David Howells, Manager, Insight, News International
(The Times/Sunday Times), June 2011
18

19. Lack of knowledge and experience often drives rejection…
Acceptance/Likelihood to use in future…
33% 29% 46%
Phones with Phones that send deals/ Phones with Bar-Code
voice operated applications discounts dependent on location scanning to source best prices
26% 16% 9%
Phones that Phones that Phones that
measure heart-rate know your mood give out smells
TM
SKOPOS MTrack
1006 UK Active Digital Society 19

20. .. But increased engagement drives MR acceptance
Would consider completing a mobile survey in future
travel m- 74% m-gamblers 78%
researchers
UK active digital society 40% SKOPOS MTrack
TM
m-shoppers 81% m-book
readers
82%
506 UK Active Digital Society 20

21. New & Enriched Insights: Fusion & Linkage
Multi-mode, more & more...  Response richness
•Participants take notes, photos Participant engagement
and videos of relevant items
during their day
• Photos and key details are
automatically uploaded to an
online diary
21

22. Enriched insights: Geographical triangulation
• Geo-location based responses
• Additionally, the technology now exists to physically track
the shopper journey (in & out of store) - via the mobile
22

23. The 5 R’s that drive mobile research...
• Audiences
• Topic Relevance
• Client Relevance
Relevance
• Photos • 2 x mobiles as PC’s
• Videos Richness Reach
• No location restrictions
• Diaries • All ages
• Apps
• Always with you Really Response Speed • 95% txts arr in 10 secs
• Un-fixed location handy & Real-Time • 94% of txts are read
• Familiar (v 25% email)
23

24. Any method is best when relevant...
To the audience
To the topic
To the client
24

25. Relevance will propel mobile …
Client
The rise of acceptance &
m-commerce portals
-Clients’ mobile
awakening
Relevance -Apps as an entry
point
M-web
proliferation
Reach
Increased Richness
digital Real-time
engagement Really handy
25

26. In short: Arms, Hands, Fingers & Thumbs Up!
26

27. 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
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