Presentation by: Mike Billingsley (presented at the 2013 ARF Re:think Conference)

1. ARF Re:think 2013
Mobile Innovations Workshop –
best practices for in-the-moment
data capture

2. Smartphones Now Dominate Mobile Share In
Most Developed Countries
• 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)
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4. Geo Surveys
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5. Behavioral
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6. Rich Media Uploads
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7. In-The-Moment Surveys
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9. Product Usage
Global CPG wanted to learn about the situations
and scenarios that cause consumers to take over-
the-counter medications.
CASE
Research Now Mobile created a mobile diary study to
capture In-The-Moment sentiments and rich data. STUDY
200 respondents completed 2,522 surveys over two
weeks
• Also include barcode scans
• Rich media uploads
• High level of respondent
engagement
• High daily survey response rate
“The mobile learnings that we gained from
Research Now Mobile will have multi-faceted
usage over many years for our brand. The data
will guide media placement choices by sparking
relevant comparisons in market and giving us an
understanding of the weaknesses of our brand,
as well as the competition, in the consumers
own words.
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10. Home Ethnography
How comfortable are respondents with qualitative
aspects of mobile research?
Research Now Mobile invited 3,500 panellists 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
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11. 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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13. Best Practices for Mobile Research
 Sample selection/recruitment
 Targeting best
 Questionnaire design
 Length
 Use of rich media
 Careful what you ask for
 Types projects
 Geo
 Diary
 Behavioral
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14. Contact
Mike Billingsley
Vice-President,
Global Client Development,
Research Now Mobile
mbillingsley@researchnow.com
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