meeting respondents on their home turf
Transcription
meeting respondents on their home turf
MEETING RESPONDENTS ON THEIR HOME TURF EVOLVING MOBILE RESEARCH METHODS THAT WORK TODAY WE’LL COVER Evolution & the respondent experience The mobile opportunity Current mobile research applications Best practices Tips for staying ahead of the curve…. THE MOBILE OPPORTUNITY 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 their cell phones to access content Research technologies must evolve… • Keep respondents engaged! • Connect using relevant communication modes! STOP FOCUSING ON PRODUCTS! It’s not just about using technology to create PRODUCTS… It’s about utilizing technology to improve the EXPERIENCE. THE MOBILE EXPERIENCE Evolving quickly…(daily)! INSERT VIDEO WHAT’S YOUR MARKET POSITIONING? Choose your position…. Would you rather be FIRST in market OR…. BEST in market? 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?) • Limited device penetration & application burnout • Deceptive distribution/developer techniques THE MOBILE OPPORTUNITY •1.5 TRILLION text messages sent in 2009 •90%+ of phones are mobile internet ready •1 in 5 access the internet at least 1x per day RESEARCH MUST GUIDE METHODS/TECHNOLOGY The “shame” factor…. Be aware of respondent limitations… • Mobile browser • Survey apps THE TABLET OPPORTUNITY •Tablet sales rose 124% from Q3 to Q4 2009* •Keep in mind country differences…. * IMS Research via Daily Tech IPAD SURVEYS • • Touch screen compatible Allows use of interactive questions Don’t forget your internet connection! 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 WHERE ARE WE TODAY? WHERE ARE WE GOING? MOBILE CAPABILITIES…TODAY Multi-platform studies • Auto-directed based on access point Text Surveys Web based mobile surveys • Text, diary & multimedia surveys App based mobile surveys • Surveys pushed via survey specific or pre-existing apps Custom mobile apps iPad surveys • Hybrid surveys • Interactive questions/multimedia Mobile sampling/custom panels • Broad based consumer panels • Proprietary research communities IN EARLY RELEASE OR COMING SOON… • • • • • • Integration with DIY software suites Warning & “best practice” notifications Multi-language surveys Geolocation for more accurate targeting (privacy!) Image based survey triggers Incentive direct to mobile (One Point) WHAT’S WORKING • Short text based surveys (sensitivity to respondent tolerance) • Image/video uploads (diary/ethnography) • Survey apps (beware of download tolerance/sample representation) WHAT’S NOT WORKING • Long surveys • Complex question types • Limited app distribution (platform compatibility) • Failing to alert respondents to privacy/security issues • Insensitivity to personal nature of cell phones BEST PRACTICES…TODAY Keep it short! 10 questions (or less) Keep it simple! Minimize content & complexity GET INVOLVED IN THE CONVERSATION… GROUPS: • NGMR • Innovation & New Tools in MR EVENTS: • IIR Tech • CASRO Tech Conference • Intl’ Conference on MR in the Mobile World • ESOMAR 3D REMEMBER…. This world is changing rapidly! • Android • Smartphone use is exploding • Tablet sales expected to skyrocket • Nokia Sites to watch… • Engadget • TechCrunch • Arstechnica • Daily Tech • Press from IDC, Admob, ComScore STAY CURIOUS. SEEK OUT PARTNERS WHO CAN HELP YOU… BY ASKING THE RIGHT QUESTIONS STARTING WITH WHY? KRISTIN LUCK [email protected] 310.713.6622 FOLLOW ME! Twitter: kristinluck Linked In: kristinluck FOLLOW DECIPHER! Twitter: deciphertweets Facebook: decipherinc