Understanding People Using Mobile Devices

Understanding People
In The Moment
Using Mobile MR
Mark Michelson
Executive Director, MMRA
Atlanta, Georgia USA

www.mmra-global.org #mmra #MobileMR #MobileMR
www.mmra-global.org #mmra

Actually, please turn them on and share your
thoughts using these twitter #’tags:

1 www.mmra-global.org #mmra #MobileMR

Why understand people in the
moment with Mobile MR?
• Know what people are doing in the world in
order to create better products, brands, places
and experiences
• It’s not just research about mobile devices…
it’s about research using mobile devices


Early Days of Mobile MR
• Adoption of traditional research methods…
– Field interviews/surveys
– Satisfaction studies
– Shopper/consumer/viewer diaries


Early Days of Mobile MR
• ….to new technologies
– Kiosks, Tablets, Palm Pilot
– SMS
– User generated digital media

– But it was slow to be adopted by participants and
clients – mostly because it involved device
management


Types of data Mobile MR provides
• Qualitative & Quantitative
• Behavior: what people do
• Sentiment: what people say/think
• Emotional: how people feel


Types of data Mobile MR provides
• Sensory: how people perceive
• Passive: geolocation, use of devices, media
engagement
• Field conditions: merchandising, branding


Types of studies using Mobile MR
• Brand awareness & engagement
• Media measurement
• Shopper tracking
• Merchandising and service audits (mystery
shopping)
• Product use and consumption
• Satisfaction/Loyalty
• Usability


Smartphones allow entirely new
ways to conduct Mobile MR
• Always on, always engaged
– Real time data collection
– Panelists participate when it’s convenient for
them
– Passive data collection – GPS, device use
– MMS and App-centric communities participate in
ongoing discussion groups
– Dissipated workforce
– QR and scanner code to engage and classify

Smartphones make participation
more enjoyable
• Personal media
– People want to share and explore
– Self-reported ethnography
– Live video chats anywhere
– Augmented reality – superimposed imagery in the
real world
– Gamification


“OMG” & “WTF”
Shared by Kristin Luck of Decipher at MRMW Conference

• OMG
– O – Online tracking data
– M – Meta-data in photos
– G – Geo-location
• WTF
– W – Wandering device ID’s
– T – Too complex privacy polices
– F – Fees for SMS and data streaming


Mobile MR brings new challenges
• In particular the age-old issue of privacy
– Research participants consent with opt-in
permission
– Transparency gains trust
– Self-editing and review before approval
– The right to be forgotten
• MMRA working with major associations to
create codes and guidelines for privacy
assurance


6 D’s that are changing everything
Presented by Robert Moran during MRMW conference

1. Disruption Ethos – disrupting competitors
2. Disintermediation – remember travel agents?
Process gatekeepers watch out
3. Digitalisation – everything online


6 D’s that are changing everything
Presented by Robert Moran at MRMW conference

4. Dematerialisation – smaller products, less material
5. Democratisation – crowdsourcing, crowd funding
6. DIY – niche products, the maker movement


Mobile means more than a device
"A mobile device is mobile in nature, so as that device
moves around with the individual it is possible, with
users' consent, to build up a very rich profile of how
that device moves and how that user behaves," says
Rob Jonas of mobile advertising network InMobi.
"All sorts of interesting patterns can be detected and of
course that becomes very valuable for advertisers
looking to reach those consumers."


Mobile MR Trends
• The survey will not die but will move beyond
the survey to incorporate Social Media
listening, observational research and co-
creation
• Shorter questionnaires = more actionable info
• Research spending will shift towards emerging
economies


Trends in Emerging Markets
• Mobile phones are the world’s most widely distributed
computers, and even in the developing world roughly two-
thirds of the population have access to one.


Mobile MR App Trends
Presented by Remy Bleijendaal from TNS Nipo at MRMW conference

• TNS Nipo did a study among Android users in
the Netherlands.
• People spent 69 minutes per day on mobile
apps
– social and gaming are the top uses for
applications, but shopping and email are done less
• Ninety-five percent of the time spent is on
apps as opposed to the web.


Advantages of Mobile MR
Presented by Remy Bleijendaal from TNS Nipo at MRMW conference

• Mobile MR advantages include
– immediacy, fewer recall issues,
– shorter surveys leading to higher data quality,
– contextual richness,
– greater reach in emerging markets,
– greater youth engagement,
– and respondent convenience


Challenges with Mobile MR
• Issues with Mobile MR include:
– normative data include more positive top box
scores,
– richness of self-reported diagnostic data,
– screen size,
– user experience and questionnaire length
– Whether to calibrate tracking data or move
forward with new methodologies


Human Challenges with Being
Mobile
“…the little devices most of us carry around are
so powerful that they change not only what we
do, but also who we are.”
– Sherry Turkle psychologist, MIT professor and author, of “Alone Together: Why
We Expect More From Technology and Less From Each Other.”


Alone Together
“We’ve become accustomed to a new way of
being “alone together.” Technology-enabled, we
are able to be with one another, and also
elsewhere, connected to wherever we want to
be.”
“…we are together, but each of us is in our own
bubble, furiously connected to keyboards and
tiny touch screens.”
– Sherry Turkle


Self Editing
“Texting and e-mail and posting let us present
the self we want to be. This means we can edit.
And if we wish to, we can delete. Or retouch:
the voice, the flesh, the face, the body. Not too
much, not too little — just right.
– Sherry Turkle


Predictions for Mobile MR
Presented by Robert Moran at MRMW conference

• Three of the possible futures could be:
– Power to the people
• Co-creative design communities replace traditional
market research.
– Portal power
• All key consumer data is integrated in a single online
portal
– E-Agency
• MR firms replaced by e-lancers and tech developers
catering to DIY clients


The Exo-Brain
• Google already functions as an
‘exo-brain’. The device many of
us carry in our pockets harnesses
millions of servers worldwide and
launches skyward what we’d
otherwise expect from our
education and memory.


High Tech : High Touch
• Perhaps a mobile exo-brain will create more
free time for creativity, sharing and actual
conversation beyond 140 characters
• Mobile devices may distract now because they
are new
• Conversations in person will be enriched by
our interconnectedness on devices


The Opportunity is Yours!
• Help people connect and communicate with
each other by using research functions
• Clients need to keep people’s trust – so learn
best practices of research


Understanding People Using Mobile Devices

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