Presentation by: Steve von Bevern (May 2013 Webinar)

1. The Disruptive Truth: New Shopping
Behaviors & Attitudes
As shoppers embrace mobile, how should we be using mobile
behavioral data and surveys for better insights about the new
path to purchase?
Steve von Bevern
Vice President, Mobile Research Practice
Research Now Mobile

2. 2
Today‟s Path to Purchase
Is More Complex Than Ever…
Discover
Evaluate
Buy
AccessUse
Get
Support
Re-Engage
How do you capture better insights?
Source: 2013 Forrester CEM Model

3. 3
Path to Purchase
Customer touch points
First Event
Last
Event
Review Sites
56%
Search
30%
OEM Sites
13%
Review Sites
8%
Search
6%
OEM Sites
86%

4. 4
Mobile Users are Always On and Multi-tasking

5. 5
9out of 10
mobile searches
lead to
action
Over half lead
to purchase

6. 6
The Reality is: Mobile is a Mainstay
of Our Everyday Lives
Which makes it a key path-to-purchase „touchpoint‟
Source: www.eMarketer.com

7. 7
Make Mobile Devices a Focus of Research
Not just a data collection tool
Source: Pew Research Center

8. 8
Mobile‟s Game is On!
A Wide Range of Retailer Apps Exist Today…Can you
Measure their Impact?

9. 9
Texting
18.8%
Internet
8.2%
Email
9.3%
Social
8.4% Phone/
voicemail
11.5%
Games
8.1%
Utilities
15.3%
Music
6.7%
Retail
0.8%
Other
12.9%
Source: Passive data for 63 panelists, 69 hours of usage
At Walmart In-Store App Usage
Share of time

10. 10
68% of the
searches that
mention a
product name
were branded
(e.g. iPad, Kindle
Fire)
9% of searches are for a
retailer mentioned Black
Friday or Cyber Monday
Product
40%
Retailer
58%
Promotions 2%
Types of
research-
related
searches
83% of the searches for a
retailer were navigational
(e.g. Amazon, Walmart)
How do Consumers
Search When They Shop?

11. 11
Social Listening, Mobile & Online Data „Streams‟ We Offer
To Feed Your Analytic Models & Insights
DATA DELIVERABLES
RAW DATA
OR
TABBED
CODED DATA
OR
REPORT
GRAPHICS
ANALYTICS
• Pre-test
• Inflight adjustments
• Post evaluation
PREDICTIVE
MODELS
HISTORICAL
EVALUATION
ADVERTISING
METRICS
SOCIAL
CONVERSATION
• Mentions
• Trial, purchase,
recommendation,
value
• Product, placement,
pricing, promotion
MOBILE + ONLINE
• Survey
• Awareness
• Ad recall
• Purchase intent
• Persuasion
• Behavioral
• Clicks
• GRPs
• TRPs
• Impressions
• Conversions
• Sales lift
• Information
requests
• Contact requests

12. 12
Survey fielding
Nov 19-21, 2012
Behavioral tracking
Nov 19-30, 2012
Store visits
Web-based Surveys Web-behavioral Data
Mobile Survey &
Behavioral Data GPS Data
Single-Source Methodology
A holistic approach suited for today‟s consumers

13. 13
Selected panel members receive an invite
to join the mobile panel, with the option
to opt in to the re-targeting panel
Opted-in members receive two
cookies on their device (for reading
the ad tag and for re-targeting)
1
Standard ad
effectiveness
survey served
Differences
between control
and exposed
groups observed
2
RN replicates on a smaller scale the
brand media buy via a re-targeting
partner
Specific ads are served to opted-in
panelists within the re-targeting
network*

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
Opted-in Target
 
 

 
 
 




 
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 
 
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* Media impressions specifications TBD based on client campaign goals and re-targeting
partner feasibility requirements and availability.
3
4
RN records impression and exposure
data and surveys exposed and unexposed
panelists who meet target criteria
5
RN reports out on all KPIs and metrics
relevant for campaign evaluation
6
Target
Target
Y
Y
Y
Y
Single-Source Methodology

14. 14
Know Your App
Restaurants are one of the most searched industries on
mobile devices today
0 10 20 30 40 50 60 70 80 90 100
Searched a restaurant via a mobile app
Chose a restaurant to dine at via those search results
Think It's Important To See A Menu Before They Dine
Think It's Important To Read The Menu On A Mobile
Device
Say They're Less Likely To Choose A Restaurant If
They Can't Read The Menu On A Mobile
81%
75%
80%
70%
62%
Source: FastCasual.com April 2013
“Study: Restaurants the Most Searched Industry on Mobile Devices”

15. 15
Richer Insights to Help Answer “Why”
8%
3%
57%
61%
32%
30%
47%
42% 42%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
None of the above Not sure Studies where I
can be targeted
for a specific
survey based on
the location of
where I am
currently
Studies where I
can be targeted
for a specific
survey based on
the locations I
have been
Studies where I
can use the voice
recorder on my
phone to upload
voice verbatim
Studies where I
can use the
camera on my
phone to upload
videos
Studies where I
can use the
camera on my
phone to upload
pictures
Community based
surveys where
you may be
assigned daily
tasks
Diary studies Short/quick
surveys
US Mobile Rep Consumers (April 2013)

16. 16
SATQ4bUSA At which time of the day would you prefer e-Rewards to send
surveys similar to this?
0%
5%
10%
15%
20%
25%
07.00 am -
9am
09.00 am -
11am
11.00 am -
1pm
1.00 pm -
3pm
3.00 pm -
5pm
5.00 pm -
7pm
7.00 pm -
9pm
9.00 pm -
11pm
11.00 pm -
1am
01.00 am -
3am
03.00 am -
5am
05.00 am -
7am
Total
UK
Australia
USA
Response Patterns Remarkably Similar
Around the Globe
At which time of day would you prefer e-Rewards to send
surveys similar to this, to your smartphone?

17. 17
Results Comparable to Online Studies
In Validity and Reliability
Comparing survey data (weighted to demos)

18. 18
• Incremental sales
• Market share leadership
• Customer Value
• Satisfaction
• Loyalty
• Marketing effectiveness
• Creative (pre-/post)
• Marketing efficiency
• Media placement
• Retail foot traffic
• New product tests
If 2013 is the „Year of Convergence‟…
…are you ready to provide mobile research-driven
insights to your clients and stakeholders?
With
Empirical
Insights
Into:
Path To Purchase
Issues

19. 19
1. Forced exposure to a targeted group
of respondents in a natural
environment
2. Methodologically consistent and
statistically comparable with online
studies
3. Industry leading response rates
aligned with Research Now norms
4. Deeply profiled panelists
5. As compared to other
methodologies, a shorter and
more efficient fieldwork
Mobile Ad Effectiveness Methodology
Top five advantages

20. 20
Research Now New Media Solutions
Research Now is leading the way in social, mobile and
digital behavioural & survey data collection to power
your insights.

21. 21

22. 22
Home Ethnography
How comfortable are respondents with qualitative
aspects of mobile research?
Research Now Mobile invited 3,500 panelists to take
part in a home ethnography study designed to
understand respondents’ willingness to participate in
qualitative parts of mobile studies, particularly
media uploads.
CASE
STUDY
• 679 completes in 2
days, despite the study being
long & media intensive
• 97% scanned barcodes
• 99% uploaded pictures
• 82% uploaded audio
• 80% of those with pets
uploaded videos

23. 23
Holistic Insights
How does a digital newspaper use passive data
capture to gain deeper reader insights?
A digital newspaper that caters to tablet users
through a newspaper app uses Research Now
Mobile+ to send targeted surveys and overlays the
survey data with behavioral data for
deeper insights.
CASE
STUDY
• Behavior data like app
downloads, music
played, etc. are passively
captured.
• Survey data is collected
periodically by pushing
surveys.
• Data from repeat surveys
and passive data capture are
tied together for deeper
insights.

24. Steve von Bevern
Vice President, Mobile Research Practice
svonbevern@researchnow.com
+1 612 801 1920
Thank you!