How mobile research can improve understanding of the customer experience and journey through innovative methodologies, missions, and real time analysis

1. Richard Owen,
Founder & CEO,
CrowdLab
November 2015
Customer Experience and Mobile
Musings and Applications

2. The more things change, the more they
stay the same
Making mobile matter in market
research
Using mobile to measure CX
Your App is Your CX
Improving your internal CX

4. Rising Up
3.77
8.39
2014
2019
The value of
the CX
Management
Market in $
billions
Source: marketsandmarkets.com

5. Mobile devices in popularity shock

6. Advertisers get it

7. But is mobile market research smart or dumb?

8. Smart mobile research is not online research on a phone

10. Smart mobile research is people centric
We design projects to mirror people’s lives
and the way they behave so we can
immerse ourselves in them
We allow participants and researchers to
seamlessly weave between different devices
and methodologies within the same project
We call this approach “All Channels Open”

11. Think like a developer, not a researcher
Content begets
content
Slice it up
Be prepared to stop
Only show what’s
relevant
Menus & Loops
Touch me

12. The power of visceral QL
to allow people to tell
stories in any manner
they like
The power of complex QT
to allow routing, piping,
conditions, structure and
data
Individual
Ethnographic
& Diary
Activities
Moderator Led
Discussion
Boards/Live
Chats
Quantitative
Questions
People can move
between methods
within one project (all
methods at all times)
Think about the third way

13. There’s magic in the moments
People
17
Moments
250

14. Quant research involves real people too
20%
24%
29%
30%
36%
35%
38%
40%
44%
45%
48%
61%
62%Unusual
Entertains
Grabs your attention
Love to see again
Made me laugh
Advertising I’d talk about
Encourages you to search for more info
Confusing
Better than other advertising
Good enough to share
Talking to people like me
Tells me something useful
Annoying
Top 3 Box
Ad diagnostics

16. 1. Taking people out of context
Tackling the problems of traditional research

17. 2. Over relying on memory
Tackling the problems of traditional research
“I don’t shop there”
Thursday Night
Focus Group
Tuesday
Real Life

18. Evaluating CX: The Live Event
UEFA Champions League Final
Attendees record expectations,
give in-situ feedback on the
festival and match, and post
match attitudes/reflections on
the festival overall.
Pre on the Friday, live from
Munich on the Saturday, Post on
the Sunday, Client Data on the
Monday

19. Evaluating CX: The Mission

20. Evaluating CX: The Journey
Single “Warm Up”
Tasks
(ALL):
Introduce yourself
Role of devices
Device Research
Preference
Role of device in online
shopping
Role of device to new
car purchase
Daily Repeatable Tasks
(ALL):
New vehicle mindset
Actions to new vehicle
purchase
New vehicle mood
Single Missions
(ALL):
Research activity
Build ideal new car
Review video or photo content
Visit manufacturer website
Review 3rd party content
Social media site visit
Single Mission Tasks
(EXPLORE)
Moment of Inspiration
Compare vehicles
Single Mission Task
(RESEARCH)
Find the best deal
Single Mission Task
(PURCHASE)
Contact a dealer
Visit a dealer

21. Evaluating CX: The Journey
MOMENT OF INSPIRATION WEBSITE EXPERIENCE DEALERSHIP VISIT

23. Insight without questions
Magic moments
Integrated understanding
Turning media into data
Real time decision making
The 24 hours later debrief

24. Overview

25. Insight without questions
42%
58%
made
up of

26. Magic Moments
61%17%
8%
7%
4% 4%
Recorded a drink
Entered a no drink day
Set/Updated a goal
Just playing around/
checking things
Received a notification
Did a daily mission
Reasons used app on that occasion

27. Integrated Understanding
4
5
3
10
8
3
8
5
88
92
89
85
0" 20" 40" 60" 80" 100"
Ease of overall set up process
Easy to navigate
Attractive design
Clear on what to do
Disagree (1-2) Neither/Nor (3) Agree (4-5)
63% liked it in general
41% found it easy and straightforward
29% liked a specific feature (calorie
counter, drinks tracker)
27% liked the visual design
20% thought it would be supportive/
reassuring/helpful
17% thought it was going to be interesting
to track their drinks
15% found it hard to find the right drink
choices
10% found “typical week” confusing

28. Turning media into data

29. Real time decisions making

30. The 24 hours later debrief

31. Shortlisted for the MRS/AURA Insight Management Award 2014 for developing an EE
insight app to deliver research findings throughout the organization anytime,
anyplace, anywhere

32. www.crowdlab.com
richard@crowdlab.com
+44 (0) 7590 462342
Thanks from the Lab