Mobile market research: a new drink or old wine in a new bottle?
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The document discusses the transformative impact of smartphones on consumer behavior, emphasizing the shift from traditional products to mobile apps. It highlights various methodologies for market research and consumer insights, such as mobile surveys, in-the-moment feedback, and engaging experiences. Additionally, it raises questions about the future role of smartphone data collection in market research and the challenges faced by researchers in adapting to these changes.
Mobile market research: a new drink or old wine in a new bottle?
- 1. Market Research and Consumer Insights in the mobile world New drink or 'Old wine in a new bottle' ? Pala Kuppusamy CEO and Founder +1.614.822.8889 pala@ipinionsurveys.com July 2011
- 2. The 10 billion phenomenon You ignore mobile = Mobile users will ignore you 2
- 3. The journey so far… WE are just starting to realize the potential. 3
- 4. And the story of Elephant and six blind men Six blind men set out to find out how an elephant looks like. As they approached an elephant, each of them got in contact with different parts of the elephant. The one who touched the legs said its like a tree, the one who felt the body said its like a huge wall, the one who held the tail said its like a rope, the one who got the trunk trunk said its like a python, the one who touched the ears said its like a hand fan and the one who felt the tusk said its like a spear.
- 5. The Avatars Quantitative Surveys Qualitative Surveys Media measurement Web / app usage analytics Behavior analytics Location targeting Face-to-face In-the-moment Social-Mobile-Local 5
- 6. New drink or 'Old wine in a new bottle' ? I’ll give you MY answer upfront: It’s a new drink. 6
- 7. One thing everyone agrees lately: Smartphones are changing a lot of behaviors – not only the way people communicate, but also the way they consume media, information and entertainment. 7
- 8. Appliances to Apps In the consumer goods proliferation era where we spent most of our lives, there was a product for everything. Especially in the USA. Now there is an app for everything. No more PDAs, no more walkmans, no more voice recorders, no more compass, no more books to take along, no more board games… Half a million apps! 8
- 9. So what? What more will these smartphones and the apps replace? More importantly, what new behaviors will these create? And more specifically (and selfishly) what will this mean to us, Market Researchers and Consumer Insights professionals? 9
- 10. Then and Now 12 months back Today Researchers were concerned about Companies like Bestbuy have tested the representativeness of using and validated that smartphone surveys smartphone surveys and samples. are statistically comparable to online survey data. There were questions like ‘Are there Nielsen projects that 50% of US mobile enough smartphone users?’ population will be smartphone users by Q3 2011. There were questions around who will Today, research shows that app usage prefer an App over mobile sites and has overtaken web usage on why. smartphones. 10
- 11. Client Differences Some were still trying to stuff their long 40 qn online surveys into these devices and were worried about the screen limitations and scrolling While Others were watchful of the user experience by making it engaging, interesting and in-the- moment. 11
- 12. Client Differences Some were expecting the same set of grids and complex conditions to be ported on to these small devices While Others were fascinated by the new ways of getting response using media functions and touch functions of the smart devices. 12
- 13. Client Differences Some were digging deep into the traditional quota management and worried not being able to do such real-time quota controls in offline survey responses while Others exalted at the offline capabilities solving many head-aches for them operationally. 13
- 14. Client Differences Some were concerned about the learning curve in launching surveys via smartphones while Others were thrilled about 10 cool new ways to launch a survey on these smart devices. 14
- 15. Client Differences Some experienced researchers argued that the smartphone surveys will not be representative while Some innovation leaders welcomed the idea of reaching to respondents in innovative ways, especially to specific demographics 15
- 16. Beyond the past How can mobile MR push the boundaries in engaging with consumers and in gaining holistic insights? – Rich designs to engage respondents – In-the-moment surveys – Passive data collection – Geo fencing – In-app experience – Game-like experience – Social media connect 16
- 17. Creating engaging experience ‣ Media usage Video Audio Images ‣ Game like experiences - Concept Canvas - Perception mapping - Image sorting - Concept Test Heat Map 17
- 18. Multiple Touch Points For deeper Insights Cool ways to reach and engage • Push notifications • Geo triggering • Self initiated • Diary • QR triggered • Face-to-face with tablets • SMS • Email • Web / App intercepts • Ad network Mobile allows to reach and engage respondents in multiple ways
- 19. Richer engagement on Smartphones and tablets Online surveys Richer experience with mobile survey designs
- 20. Convenience with QR codes QR code can be printed anywhere: Cash receipts Packages Events Consumer scans the QR code and survey pops up instantly It is possible to embed information like visitor code, date of visit, store no. etc in the QR code and automatically pass it to the survey when initiated 20
- 21. Capturing the moments of truth Mobile = In the Moment – 28% perform shopping activities on their mobile while in store 1 – 25% share shopping experience on their mobile while in store 2 1 Experian Simmons 2010 American Mobile Consumer Report, March 5, 2010 2 ListenLogic Mobile Social Shoppers Report, 2011 2 1
- 22. Convenience for interviewers Tablet Surveys at the Exit / at the aisles • Long battery life • Offline capabilities • Better response / engagement
- 23. Talking their language: App Mobile offers possibilities to engage the new gen for surveys, in their way of doing things: • Native App experience • Push notifications • Social Media integration • Instant Rewards management • Location sensitive language options
- 24. From Surveys to Insights How can Mobile MR go beyond ‘surveys’ and become an ‘insights’ and analytics tool? – Ask only when you have to ask – Listen whenever you can – Ask only what you have to ask – Use technology to marry the data and connect the dots for continuum 24
- 28. We can guess the answers already Will smartphone data collection eat into the market of online surveys ? / CATI ? Will smartphone data collection increase the pie of MR data collection? Will smartphone data collection become important not because of survey capabilities but because of other powerful means of data collection? Passively for instance? Will smartphone data collection be a special tool serving only a niche in the overall MR data collection? Will smartphone data collection be more powerful for consumer insights than market research? 28
- 29. Field Forces : FOR Mobile Behavioral/lifestyle changes of survey takers Continuation of decrease in online survey completion rates An industry challenged on many fronts, most recently players practicing in social media offering services like “sentiment measurement” as an alternative to understand consumer attitudes Continued threat of being moved lower in the value chain 29
- 30. Field Forces : AGAINST Mobile A “classic” change problem (people, in this case researchers, don’t readily adopt change) Existing research models utilize questionnaires of specific length and structure Existing research programs funded by existing budgets 30
- 31. The iPinion Team Thanks You Executive Team Board of Advisors Pala Kuppusamy Founder & CEO Michael Skarzynski Advisor Former CEO, Arbitron Jeff Linenfelser VP, Sales Peter Milla Advisor Former CIO, Harris Interactive Hari Saravanan SVP, Product Management Steven von Bevern SVP, Client Services
- 32. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta Organized by: Thank you to sponsors: LinkedIn Group: Mobile MR Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter