(ESOMAR Webinar March 12, 2013) Technical advances within the mobile field such as geo-location targeting, barcode scanning and passive data collection prove that mobile research offers more than just switching data collection platforms. Unlike the move from offline to online, new insights can be acheived with a multitude of innovative methodologies. More info: http://bit.ly/Wtr24f

1. 10 Ways to Effectively
Use Mobile Research
Lyndal Vozzo
12th March 2013

2. Webinar
Summary
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3. Online Panels. Digital. Mobile.
Leader of digital data collection and online sampling
 Proprietary Panels in 38 countries
 100% ‘research only’
 Over 6 million highly responsive, deeply profiled
consumers and business professionals
 Industry leading response and retention rates
 Over 1,200 research professionals dedicated
to providing superior client service
 25 Offices Worldwide for global excellence and
coverage
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4. The Mobile Landscape
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5. Insights & analytics data industry evolution
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6. Smartphones Now Dominate Mobile
Share In Most Developed Countries
Globally:
• 2013 estimates say 1.4 billion smartphones and 268 million
tablets in active use (not just units shipped)
• Android leads in Smartphones; iOS in tablets
• End Of Year 2013 estimates:
• 45 million Windows phones; 20 million Blackberries
(3.2% and 1.4%, respectively)
• Android = 798 million handsets (57% share); iOS = 294
million devices (21% share)
Locally:
• 8.67 million smartphone and 4.37 million tablet users
in Australia at May 2012 (52% population)
• 22.05 million mobile internet subscribers at June 2012
(21.8% increase on 2011)
• 58% smartphone users access the internet via their device every day
• 74% don’t leave home without their device
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7. Mobile Research
The Benefits
In the
Accurate
moment
Passive Convenient Easier to
Data plus for the engage the Adaptable
Survey Data respondent respondent
Providing deeper, richer insights
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8. So, what are the 10 ways
to effectively use mobile
research…
…to further the engagement
with your respondents and
collect insights like never
before?
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9. 9
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10. Home Ethnography
How comfortable are respondents with qualitative
aspects of mobile research?
Research Now Mobile invited 3,500 panelists to take CASE
part in a home ethnography study designed to STUDY
understand respondents’ willingness to participate in
qualitative parts of mobile studies, particularly
media uploads.
• 679 completes in 2 days, despite the
study being long & media intensive
• 97% scanned barcodes
• 99% uploaded pictures
• 82% uploaded audio
• 80% of those with pets
uploaded videos
• Open Ended data with detailed responses
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11. Mobile Research
Ethnography
1  Deeper insights
- And insightful mix of qualitative inputs
and quantitative information
2  Ease of data collection
- In the palm of the respondents hand - anywhere,
anytime
3  Delivery and format
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12. Sporting Event Diary
How do researchers collect in-the-moment
data at the 2012 Olympics?
Research Now Mobile recruited for respondents to CASE
complete two two-day diaries for people at the 2012 STUDY
London Olympics or watching them at bars or
at home.
• 69% of respondents completed
both diaries
• 62% uploaded images
• 19% uploaded video
• Impressed with detailed
open-ended responses
• High level of respondent
engagement
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13. Mobile Research
In-the-moment
4  Highly-engaged respondents
- Authenticity of data
5  Geographic coverage
- Ability to cover multiple locations in a limited
time period
6  In-the-moment
- A ‘front row seat’
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14. Holistic Insights
How does a digital newspaper use passive data
capture to gain deeper reader insights?
CASE
A digital newspaper that caters to tablet users
through a newspaper app uses Research Now STUDY
Mobile+ to send targeted surveys and overlays
the survey data with behavioural data for
deeper insights.
• Behavioural data including app
downloads, music played, etc. are
passively captured.
• Survey data is collected periodically
by pushing surveys.
• Data from repeat surveys and
passive data capture are tied
together for deeper insights.
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15. Mobile Research
Passive Data Collection
7  The ‘big picture’
- Survey responses meshed together with passive data
provide the full picture: data integration
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16. Retail Survey
How does a major FMCG company get shopper
feedback on their in-store displays?
CASE
Research Now Mobile created a mobile survey for
shoppers, whose locations were validated by GPS
STUDY
data, to complete while inside targeted supermarkets.
• Respondents uploaded photos of
in-store displays and scanned UPC
barcodes of products
• Geo-fencing ensured the survey was
available only when respondents were
in the store, ensuring strong validation
and data quality
• Rich In-The-Moment data and insights
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17. Retail Survey 2
Understand why customers don’t make
purchases when visiting retail stores. Use this
insight to devise strategies to increase CASE
conversion rate.
STUDY
Utilise Interviewer Mode of the platform to conduct
Exit Interviews by intercepting consumers who were
non-purchaser.
• Responses were captured and uploaded
in real time making raw data instantly
available to the client
• Over 450 exit interviews conducted
in record time of 7 days: faster than
traditional methods
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18. Mobile Research
In-Store or Exit Interviews
8  High-quality validation
9  Speed of completion
- Field time efficiencies leading to quicker insights
10  Faster client action/response
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19. Mobile Research
Best Practice
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20. Best Practices for Mobile Research
• Sample selection/recruitment
• Use both online and mobile to insure broader representation
• Target your respondents … natural response rates will skew
younger with higher income
• Survey Length
• 10 minutes [or less] sees higher response rates
• Shorter questionnaires are not a ‘rule of thumb’
• Questionnaire Design
• Consider diaries for longer surveys (multiple surveys fused
together in one set of results – in-home, store visits etc)
• Allow respondents to complete in smaller segments.
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21. Best Practices for Mobile Research
• Use of Rich Media
• Keep use of audio, photo or video capture to <5 requests per
survey
• Enhance open ends….consider audio instead of text responses
• Geo locations are great, but plan wisely
• Do not plan quick ‘drive bys’ without larger over-samples
• Geo invites … do you have physical lat/long or street address?
• Avoid Studies that requite real-time ‘pings’ with
other servers
• Adaptive conjoint, max diff, etc.
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22. Best Practices for Mobile Research
• Be prepared to deal with media and passive data
• Showing rich media or capturing rich media…
• …Rich media generates a lot of data
• …Be prepared to code, tabulate and analyse
audio, video and photos
• Diverse platforms mean you may never achieve
100% coverage
• Consider the trade off of richness of survey data vs. device
coverage
• Native app is best confined to high share devices like iOS or
Android devices
• Cover Android and iOS; monitor Windows and Blackberry
• If device coverage is essential: Use ‘Least Common Denominator”
complexity: confine it to single choice and multi- choice if you want
all devices – keep your design simplistic
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23. 10 Key Take-outs
Ethnography Passive data collection
1. Deeper insights 7. The ‘big picture’
2. Ease of data collection
3. Delivery and format
In-store/ Exit interviews
8. High-quality validation
In-the-moment
9. Speed
4. Highly-engaged respondents
10. Faster action/ response
5. Geographic coverage
6. ‘Front row seat’
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