Decipher Inc., a comprehensive market research services firm, is constantly innovating through mobile research best practices: what works and what doesn’t when meeting respondents who are on the fly. Connect, engage and deliver actionable results. www,decipherinc.com www.facebook.com/decipherinc

1. WHY DO PEOPLE
CARE SO MUCH ABOUT CELEBRITIES?

2. WE’RE JUST AS CURIOUS
ABOUT HUMAN BEHAVIOR
AS YOU ARE.

3. MOBILE SURVEYS
TECHNIQUES & BEST PRACTICES

4. OUR DATA

5. OUR DATA
2000 The year Decipher was founded
25 Years of senior-level experience
110 Number of employees
3 Offices (Fresno, Portland & LA)
0 Amount of work we outsource

6. OUR SERVICES

7. OUR SERVICES
Online Survey Programming
Sampling
Data Processing & Interactive Dashboards
Online Reporting
Custom Community Development

8. ONLINE SURVEY PROGRAMMING
And introducing
Beacon ™
Survey & Reporting tools

9. NOW ON TO MOBILE…

10. TODAY WE’LL COVER
An overview of mobile marketing
• What is it?
• How it’s changing the way marketers communicate
Current mobile research tools & applications
• Mobile research
• iPad research
Future mobile research capabilities

11. WHAT THE HECK IS MOBILE MARKETING?
• Text Messaging (SMS)
• MMS (multimedia messaging service – pictures)
• WAP (wireless application protocol – internet browser)
• Keyword & Shortcode (text DEC to 71366)
• Mobile marketing is already here!
• Over 40% of US mobile subscribers say they have been exposed
to one or more forms of advertising/marketing on their cell phone
in the past 30 days.

12. MOBILE MARKETING STATS
( IT’S HERE!
)
• 90% of Americans over the age of 13 own a mobile phone.
• 60% of US marketers are engaged in mobile marketing.
• 45% of major US brands are experimenting with mobile campaigns.
• 40% of the 400 billion annual global text messages are commercial.

13. WHAT’S WORKED IN THE PAST ISN’T WORKING NOW.
• Cooperation rates continue to decline
• Quality concerns (time to stop pointing the finger at panel!)
• Respondents are using SmartPhones to access online content
• Research technologies must evolve…
• Keep respondents engaged!
• Connect using relevant communication modes!

14. PRO’S & CON’S
Pro’s
• Fastest growing area of media adoption
• One to one marketing (direct connection)
• Measurement
• Exposure to respondents without landlines
Con’s
• Mobile devices are “personal”
• Consumers want control
• Concern over fees (Digital Sidebar?)
• Application burnout
• Deceptive distribution/developer techniques

15. THE MOBILE OPPORTUNITY
90%+ of phones are mobile internet ready
60% of users access at least 1x per day
Mobile can be used for…
• Alerts
• Information
• Couponing
• Contests
• And most importantly…research

16. MOBILE FOR RESEARCH
Product purchase
• POP feedback
• Purchase drivers (couponing, sale, etc)
In Market
• Screenings/exits
• Ethnography & diary studies
• Brand awareness
• Transactional
Brand Experience
• Event based
• Customer satisfaction
Mobile Measurement
• Mobile advertising effectiveness

17. MOBILE SURVEYS
Web based surveys
• Text & multimedia capabilities
• High device compatibility (70%+)
App based surveys
• Device specific
• Faster delivery/upload times
• Can be pushed via existing marketing apps

18. IPAD SURVEYS
• Touch screen compatible
• Allows use of interactive questions
Don’t forget your internet connection!

19. IPAD SURVEYS
( )
HYBRID
OPPORTUNITIES
• Combines the best of quant/qual techniques
• Survey to quantify individual preferences
• Group discussion of the drivers of preference
The tools…iPad + real time data + group discussion

20. WHERE ARE WE TODAY?
WHERE ARE WE GOING?

21. DECIPHER CAPABILITIES…TODAY
Multi-platform studies
• Auto-directed based on access point
Web based mobile surveys
• Text, diary & multimedia surveys
iPad surveys
• Hybrid surveys
• Interactive questions/multimedia
Custom mobile apps
Mobile panels
• Proprietary research communities

22. DECIPHER CAPABILITIES…COMING SOON!
Q1 Release
• Granular device detection
• Optimal styles routing
• Integration with Beacon
• Warning & “best practice” notifications
Q2 Release
• App based surveys (multi-platform)
• Multi-language surveys
• Geolocation for more accurate targeting
• Image based survey triggers
• Incentive direct to mobile (One Point)

23. BEST PRACTICES…TODAY
Keep it short!
10 questions (or less)
Keep it simple!
Minimize content

24. REMEMBER….
This world is changing rapidly!
• Android
• Smartphone use is exploding
• Tablet sales expected to skyrocket
• Nokia

25. WE’D LOVE TO
PARTNER WITH YOU
TO GET TO THE RIGHT DATA

26. BY ASKING THE RIGHT
QUESTIONS
STARTING WITH

27. WHY?

28. KRISTIN LUCK
kristin@decipherinc.com
310.713.6622
twitter.com/kristinluck
linkedin.com/in/kristinluck