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1. 10 Ways To Effectively Use
Mobile Research
People are
Demographically
Different Online
Nimit Trivedi
Director – Client Development EMEA
Research Now Mobile
12 February 2013

2. Agenda
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3. Insights & Analytics Data Industry Evolution
From Face-to-face Interviews to Big Data
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4. Research Now global fieldwork provider
"to be the global leader in permission based digital data collection
and reporting to power insight"
• Research Panels in 38 countries
• Over 6 million highly responsive, deeply profiled consumers
& business professionals
• Industry leading response and retention rates
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5. Our Big Data Set
…to append to client transactional data
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6. 6

7. 7

8. So, what are the 10 ways to
effectively use mobile research…
…to further the engagement with
your respondents and collect insights
like never before.
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9. Consumer Insights
POS/POP & Purchase Exit Interviews &
Decision Making In-Store Intercepts
Mystery Shopping Measuring Financial
Transactions
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10. Consumer Insights
POP & Purchase Decision Making Process In-store
• Understand the consumer purchase decision making process
and their product usage preferences across multiple channels
the
challenge
• Utilise location targeting [geo-fencing] to validate respondents
• Device surveys which will allow to virtually follow respondents
in stores while they make purchase decisions
our
solution • Utilise platform features like image capture, barcode scanning
to understand products considered during decision making
process
Benefits:
• 894 supermarket shoppers invited: 37% response rate  Highly validated
• 189 grocery shoppers invited: 41% response rate respondents
via geo fencing
• 164 club store shoppers invited: 43% response rate
results
 Rich data – a mix
of qualitative inputs
• The study provided deep insights about consumer and quantitative
in-store shopping preferences and their decision making information with
patterns across the channels purchase validation
conclusion by scanning barcodes
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11. Consumer Insights
Exit interviews
• Understand why customers don’t make purchases when
visiting retail storefronts
• Use this insight to device strategies to increase conversion
the
challenge rate
• Utilise Interviewer Mode of the platform to conduct Exit
Interviews by intercepting consumers who were non-
purchasers
our • Optimize the data collection in offline mode
solution
• Over 450 exit interviews conducted in record time of 7 days
• Responses were captured in real-time and sent to a server Benefits:
where raw data reports and data exports were available for  Moment-of-truth
viewing. Offline data capture was supported to conduct data collection
results surveys in areas where internet connection was not stable
enough for online activity.
 High quality
validation
• This study outperformed traditional methods used for non-
purchaser research which would have taken too long and been
too costly to implement  Speed – field time
efficiencies leading to
• Real time reporting enabled the client to quickly device
conclusion quicker insights
strategies to increase conversion rates
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12. Consumer Insights
Mystery Shopping
• Electronics manufacturer needed to know about price points,
in-store placement and POS activity within electronics
the sections in specific retail stores
challenge
• Recruit mystery shoppers who were closer to store locations
• Device a short survey for ease of participation but leverage
features like media capture, barcode scanning for richer
our insights
solution
• The number of respondents was limited to 40 but was large
Benefits:
enough sample to confirm hypothesis  In-the-moment
• Rich media captured allowed for much deeper insights than data collection
results otherwise
 Targeted
respondents
• Mobile proved to be a very easy and accurate way to conduct
this mystery shopping study.
 Better insights
• With near to real time reporting of data captured, the client
could view the data as it was collected and build insights on
conclusion the go while the study was in field
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13. Consumer Insights
In Financial Services sector
• Leading financial software company wanted to understand
smartphone users preferences for using financial software and
the performing financial transactions on their mobile devices
challenge
• Targeting and reaching right respondents for such a research
would’ve been difficult, thus use of webApp survey was
recommended to interview consumers via medium they placed
the order
our • Include questions about functionality used, functionality
solution expected, current financial apps used [apart from the one for
this client], satisfaction levels etc.
• Study received 150 completes within a week Benefits:
• Data provided the client with competitive information about
how consumers were using solutions from competition and  Create near to app
how it was influencing their preferences for services expected like experience via
results along with their loyalty / satisfaction levels with services they same device to place
were delivered by the client’s solutions the order
• Highly qualified respondents [consumers] providing high  Fast response
quality feedback which helped the client benchmark their
solutions against consumer expectations and also review it vis-
 Highly engaged
conclusion à-vis what competition was offering
respondents
providing richer
insights
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14. Consumer Insights
NPD and In-Store Intercepts
• A leading fast food retailer wanted to understand consumer
the
preferences for new products which were being tested
challenge
• In-store intercept was the best medium for such insights
collection, so the use of interviewer mode was recommended
• In order to get deeper insights, utilize media upload features to
understand consumer reaction to new products they were given
to taste - media uploads [image and video], heatmap exercise
our were thus built in the survey
Benefits:
solution
• Data collection was optimized for offline data collection  Moment-of-truth
data collection
• Though the survey was over 25 mins and was allowed to be
self-completed by consumers, over 887 interviews were
collected within 7days in field across various store locations in  High quality
the UK – far more than traditional methods validation
• Data was transmitted each day and with live reporting link,
the client could review fieldwork progress and also  Speed – field time
results
simultaneously develop insights reports on what is being liked efficiencies
and what isn’t
 Rich media
• This study outperformed traditional methods used for in-store
providing for very
product tests both in speed and qualify of data collection
qualified and deep
• Rich media uploads and heat maps provided client with real insights than
conclusion snapshot of what consumers felt about the new products which possible otherwise
they tested
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15. In the Moment
Entertainment
Diary / Time Use Research & Media,
Studies Ad Campaign
Effectiveness
IHUTs / Product Home Ethnography
Testing
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16. In the Moment data collection
Ad touch points and its influence on purchase/consumption preferences
• A top media agency wanted to understand various ad touch points for
lager brands and how it could influence purchase and consumption
the preferences of consumers
challenge
• Diary study setup for recording ad touch points and purchase /
consumption occasions and allow respondents liberty to make
submissions as and when needed instead of setting an expectation of X
many submissions per day or week
• Leverage media uploads to enhance quality of data collected
our • Setup tasks based setup to also collect peripheral information around
solution how they store alcoholic beverages at home and other such vital
information which could help with ad campaigns
• 340 highly engaged and active respondents for a 2 week long project
against the client expectation of 300
• Each of these respondents had more than 9 submissions made for ad
Benefits:
touch points, an average of 4 occasions each for consumption and  Highly engaged
results purchase and each one of them completed the one-time tasks which respondents
were assigned to them, which was way above what we had expected
• Over 95% of these submissions had media uploads  Rich data – a mix
of qualitative inputs
• This project allowed the client understand the high level of and quantitative
engagements when right medium was chosen for this kind of research information which
greatly enriched the
conclusion • The client could quite easily see what consumers register in a given ad
[outdoor and indoor or in store] and if it bore any impact / influence on insights
their preferences; which could then be used for design ad campaigns
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17. In the Moment data collection - Entertainment
Movie goers study
• Understand movie goers preferences and how their feelings for
a movie change over time as they watch it
the
challenge
• Use location based targeting [geo-fencing] to ring-fence about
40 movie theatre chains in the USA
• Use location coordinates captured from respondent devices to
our trigger survey push
solution
• 492 panel members received survey invites in real-time while Benefits:
still in the location.
• 308 people completed the survey (approx. 62% response  Authentic, in-the-
rate), with 245 about to see a movie. moment capture
• Almost all the survey participations from those who qualified
results for the survey had media uploads, establishing high level of  High quality
engagement with the survey validation
• 80% of survey completes were eligible movie-goers. Because  High level of
some theatres are inside malls, some shoppers would trigger respondent
the survey when they got close to the movie hall. engagement
• The client could track how the sentiments towards a movie
conclusion changed reviewing the results for pre and post surveys
 Speed/Field time
efficiencies
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18. Home Ethnography
• Understand respondents’ comfort level with the qualitative
components of mobile surveys, including a variety of media
the uploads.
challenge
• Sent a survey invite to 3500 panellists: 679 completes were
collected within 2 days of being in field
our
solution
• The results were impressive: Benefits:
• 97% scanned barcodes
• 99% uploaded pictures  Moment-of-truth
• 82% uploaded audio data collection
results
• 80% of pet owners uploaded a video of their pet
 Rich data – a nice
mix
of qualitative
• This study helped establish what response and quality levels inputs and
can be expected from media-intensive, qualitative mobile quantitative
studies information
conclusion
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19. Digital Media
Behavioural & In-App Intercepts
Survey Data
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20. Digital Media
Fusion of Behavioural and Survey data
• A leading US publisher wanted insights to help develop their
strategy to enter the digital publishing and distribution realm
the
challenge
• Collect both behavioural data and survey data for a deeper
dive into the tablet usage habits and patterns of 2000 tablet
our users in the US
solution Benefits:
 Deeper insights
• Collected app downloads and usage, music played and with survey and
websites visited behavioural data
• Surveys, based on this behavioural data, were periodically
pushed to these tablet users, which allowed for validation of
results  Behavioural
passive and declared behaviour
targeting
 Seamless user
• Since the follow-up surveys were bespoke, the client was able
experience
to gather highlight validated U&A and purchase intention
insight
conclusion  Highly targeted
to readers of the
magazine
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21. Digital Media
In-app intercept study
• A leading digital newspaper and magazine publisher in the US
wanted to explore and understand consumer behaviour on
tablets and smartphones to help device and fine tune their
the digital strategy
challenge
• Recommended an In-app intercept survey which would be
triggered when a consumer used the news app through either
our a tablet or smartphone Benefits:
solution
 In-the-moment
experience data
collection
• Despite 42 questions, we received 1,500 survey completes
without offering incentives
• The data was authentic and indicated a high level of  Behavioural
results consumer engagement with the survey targeting
 Seamless user
• A deep understanding of information/content consumption experience
habits of digital natives and how it compares with that of
migrants, and how the digital strategy to engage these  Highly targeted to
conclusion segments needs to be fine tuned readers of the
magazine
 Speed of data
collections
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22. Lessons Learned
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23. As far as the methodology is concerned…
Research
Methodology
• Won’t take mobile surveys
• Short Surveys
• Expect short responses
• Need probing
• Instructions are difficult to deliver
• Not meant for everyone
• Cost exceeds reward
• Not Nat rep
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24. And about the overall technology and its
evolution…
Technology
• Device size
• Technology and Interfaces
aren’t there yet
• Connectivity
• Only developed countries
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25. It’s not about the technology alone, it’s the
panel too…
App Panel
Features Deep profiling
Designed for
Responsiveness
research
Dependability Quality & size
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26. Questions
Nimit Trivedi
ntrivedi@researchnow.com
www.researchnow.com