Presented by Isaac Rogers, Chief Technology Officer, 20|20 Research at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

2. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
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3. MEDIA & ASSOCIATION PARTNERS
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4. Mobile Qualitative
Workshop
MRMW London

5. Three Rules for
Today
1. Ask Questions – PLEASE
2. Please interrupt me to
ask questions
3. Ask any questions you
have
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6. Introductions
The ONE thing you hope to learn today
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7. Introductions
Isaac Rogers, CIO 20|20
1. More confident in when and how to apply
mobile qual
2. Realize that we are ADDING mobile qual,
not MOVING to it
3. “Doing mobile” is easy. Understanding how
best to do it doesn’t come naturally
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8. 20|20- What We Do
‣ We partner with researchers around the
globe to help them execute online projects
‣ One of the largest providers of online qual
tools and service in the world
‣ We’ve trained more researchers to use online
qual than anyone else on the planet
‣ A passion for Helping you do better research
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9. Your Research Partner
Nationwide
Recruiting
Project
Management
and Support
World Class
Research
Software
True, Qualitative
recruiting
Single point of contact
for project management
Innovative online
platforms
Measurably some of
highest quality recruiting
(96% show rate vs. 70%
average)
24x5 logistics support
International and
designed for global
research needs
400k in our proprietary
nationwide panel
Reduce your cost/time
commitments by
offloading tasks and
logistics
Full training and
technical support
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10. Global Experience
QualBoard Implementations, 2012
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11. “Discussion
Forum”
Real-Time
Shorter, more
direct
Longer Term
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Asynchronous
Deep Insights
Both are Mobile
Compatible
“Online
Interview”
Conversational
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12. Basic Technology
(2008)
Evolution of Mobile Qual Research

13. First iPhone
(2007)
Basic Technology
(2008)
Evolution of Mobile Qual Research

14. Dedicated
Platforms suited
for Qual (SMS)
(2009)
Evolution of Mobile Qual Research

15. App-based
solutions for Qual
(2010)
Evolution of Mobile Qual Research

16. Widespread
adoption (2011)
Evolution of Mobile Qual Research

17. Variety of mobile
qual methods
Evolution of Mobile Qual Research

18. Mobile Qualitative Today
About 25% of our studies have a
significant mobile component
45+ countries in last six months
30,000 mobile insights a month
Most are “convenient access” insights
300% increase in mobile projects annually
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19. Types of Mobile Qualitative
Mobile Discussions
Mobile Journals
Real-Time
Ethnography
SMS/Text Diaries
• App-based
• Picture/Video
uploads
• Offline Mode
• Typically 3-10 days
• App-based
• Activity based
(think Homework)
• Typically 5-10 days
or more
• 1-hour moderated
mobile “walk
along”
• In-Home and InOffice moderated
one-on-one
• Less common
today
• Question>Answer
activities
• Smartphone NOT
required
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20. Types of Mobile Qualitative
Mobile Discussions
Mobile Journals
Real-Time
Ethnography
SMS/Text Diaries
• App-based
• Picture/Video
uploads
• Offline Mode
• Typically 3-10 days
• App-based
• Activity based
(think Homework)
• Typically 5-10 days
or more
• 1-hour moderated
mobile “walk
along”
• In-Home and InOffice moderated
one-on-one
• Less common
today
• Question>Answer
activities
• Smartphone NOT
required
Apps
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SMS/MMS
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21. What’s working
Multimedia
Pictures/Video are a trademark of a good mobile
project
Asynchronous (3-10 day experiences)
i.e. Mobile Journals and Discussions
Real-time mobile methods (in-home ethnos, etc)
are in their infancy
Hybrids
Blend of traditional online and mobile
Probably 90% of all designs today
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22. Key Benefits of Mobile Qual
Easy
Pictures/Videos
Convenience
Untethered
Feedback
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• Easy way to gather in-home/mobile
shop-along pictures and videos
• Participants choose to access research
from mobile when on plane/train/couch
• Researcher’s activities no longer
tethered to the desktop
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23. What’s Not Working
Expecting participant behavior to change
Weekends/late nights still challenging
“Every time you see an ad, take a picture” does
not work…
Poor recruiting for mobile
Device/technical issues slow project fielding
Mobile-Only Qual
Less than 5% of designs are mobile only
Mixed traditional online + mobile is 95%
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24. What’s Surprising
It’s really EASY to do
Tools and platforms are simple for any
researcher to use
Too easy?
New Data is barely being used
Huge opportunity with today’s technology
Example: DayStreaming
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25. Missed Opportunities!
Includes participant Geo-location, allowing you to add a brandnew dimension to how you understand participant behavior
(permission-based)
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26. Map View in QualBoard
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27. We still have much to learn…
Researchers have
just started
scratching the
surface of how to
tell the deeper
story from mobile
data
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28. Three Levels of Mobile Research
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29. The Mobile World
Fact:
Your Participants are expecting your research to be
“mobile enabled” today
~25% of all QualBoard participants are on a mobile
device
So you have a choice:
You can eitherKnow mobile is here and be OK with it (it is!)
Plan for mobile and benefit from it
Demand mobile insights
Mobile is here. Participants expect this.
How big a part will it play in your research?
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30. The Mobile World
So who are these mobile participants?
~62%
2 Thriving
Platforms
And Growing
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• Of US Current Cell Phone Subscribers
• US is 17th among Smartphone penetration
• iPhone/iPad/iPod Touch (Apple™)
• Android (large number of devices)
• 80% of phone sold today are “smart
devices”
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31. The Mobile World
As a Qualitative Researcher:
You can Know this shift
You can Plan for this trend
You can Demand mobile interactions
Ignoring will not work!
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32. How your Discussion looks
on a Smartphone
 All your moderator questions appear
on the Mobile App--- just like in the
normal QualBoard® system!
 Any pictures/video stimuli is also seen
on the device
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33. Multimedia is KEY for Mobile Qual
 Simple, EASY way to submit pictures
and video (and required commentary)
 Collect DOZENS of images within
minutes
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34. Multimedia is KEY for Mobile Qual
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36. 10/15/2013
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37. How Mobile Posts appear in
the QualBoard® system
Just like normal posts, but
with a “mobile indicator”
Small icons to show
geo-location
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38. We Still Have Challenges (In Qual)
Shorter Responses
Unique Engagement
Patterns
Technology
Limitations
• Responses are
typically 60% as
lengthy (text)
• Less likely to
answer multi-part
questions
adequately
• Participants
typically come/go
twice as often
• Troubling for
concept tests and
studies with more
attention required
• Video is a problem
with HD cameras
• Screen
sizes/capabilities
are constantly
changing
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39. We Still Have Challenges (In Qual)
Everyone talks about
this end of the chart
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40. We Still Have Challenges (In Qual)
Many ignore this
one…
These countries have
less than 1/3
penetration
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41. We Still Have Challenges (In Qual)
Devices are NOT
perfect for all
activities yet
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42. We Still Have Challenges (In Qual)
Mobile Path To
Purchase
Significant Falloff as
more input/data
collection required
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43. My Home Screen
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44. My Home Screen
23 total apps
6 that my creation of content
even comes CLOSE to my
consumption
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45. We Still Have
Challenges (In Qual)
Takeaway:
‣ This data paints an
important picture for
mobile qualitative
‣ Qual Research is highly
dependent on content
creation
‣ Text
‣ Images
‣ Video
‣ Devices still have more
ground to make up before
we have parity with
Desktop/Laptop
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46. Mobile isn’t quite there yet…
And we need to be OK with that…
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47. Mobile isn’t quite there yet…
It’s just a tool.
No one tool is perfect at everything.
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48. Mobile isn’t quite there yet…
Let’s be this guy
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49. How to use the Mobile Qualitative
Tool
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50. Three Levels of Mobile Research
In today’s world, Mobile research isn’t a
an either-or decision (mobile vs. nonmobile)
That decision was made FOR YOU!
It’s how MUCH mobile interaction you
want to promote in your research
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51. Three levels of mobile qualitative
Seasoning
Appetizer
Main Course
• Knowing
mobile will
happen and
benefiting
from it
• Planning to
integrate some
mobile insights
• Expecting
mobile to
deliver the
“meat” of your
research
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52. Three levels of mobile qualitative
This will happen
(no matter
what!)
This is simple
(just a few
changes to your
thinking)
This is hard (lots
of logistics and
recruiting
required)
Seasoning
Appetizer
Main Course
• Knowing mobile will
happen and
benefiting from it
• Planning to integrate
some mobile
insights
• Expecting mobile to
deliver the “meat”
of your research
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53. Seasoning (Knowing mobile will
happen)
Participants will expect some type
of mobile capability in your online
research
Just choose a platform with an
accessible mobile application (iOS
or Android)
Direct participants to traditional
computer when more
thoughtful/interactive answers
required
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54. Appetizer (integrating mobile in to
your research)
Recruit participants knowing many/most
have a smartphone (use an existing
mobile panel like 20|20 or others)
Enable LifeNotes™ for mobile “in-themoment” journals alongside your core
group discussion
Create discussion sections dedicated to
mobile responses (in-store sections,
weekend shopping sections, etc)
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55. Main Course (expecting mobile to
deliver the meat of your research)
Design MOST of your questions to
be answered from a mobile device
Typically, these studies are
focused on:
Mobile Shop Alongs
Video/Image Daily Diaries
Mobile Ethnography
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56. Mobile Qualitative Best Practices
1. Understand the Boundaries of Mobile
2. Recruiting for Mobile
3. Optimize Mobile Benefits
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57. Understanding the Boundaries of
Mobile
Understand limitations of mobile devices
Short videos (<2min)
Rough images (not professional photographers!
Small Keyboards (or SIRI voice-to-text)
Consider participant lifestyles
Don’t expect much on weekends
The PC is your friend
Allow participants to ALSO post from PC to the
web-based discussion (the backup plan)
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58. Mobile Vs. Desktop/Laptop
Mobile Answers:
Shorter
More image/video based
More in-the-moment (when participant is away from
PC)
Location-based (can view post location on a map)
Desktop/Laptop interaction
Longer answers with more discussion
More reflective
More detail
More group interaction
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59. Recruiting for Mobile
Depending on your target demographic,
anywhere from 20% to 80% will have a
smartphone
Participants don’t always know what kind of
smartphone they own (you need good
recruiters!)
Work with experienced recruiters who can
set good expectations
They MUST describe study requirements in detail,
especially for mobile-focused projects
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60. Recruiting for Mobile
Incentives
Vary, depending on length of study
3-day mobile project is typically the same as 2-hr F2F
focus group
If purchase/travel required, must include cost
Engagement
Repetitive tasks do not work; vary the activities
Engage group via online (desktop) discussion to
increase overall activity
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61. Optimize for Mobile Benefits
Try out your questions on a device before
sending them to participants
Test for length and readability
For in-the-moment feedback (picture
journals, in-store questions, etc), prepare
participants BEFORE it’s required
Post notices telling them what’s ahead
Use “Push” notifications
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62. Mobile Vs. Online
Mobile
Online
• In the moment
• More experiential
• More personal
• Richer feedback
• More reflective
• More discussion-based
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63. Online vs Mobile Design
Considerations
Activity Length
Participant posts are 60% as long
Time-in-research 50%
2x as many total visits per day
Result?
Mobile designs should “slice” the discussion into
smaller pieces
Refresh concepts/themes more often
“Remember, this is concept C, which describes a product
with a price point of…”
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64. Online vs Mobile Design
Considerations
25
20
15
Pages/Visit
Visit Duration
10
5
0
Desktop
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Mobile
Tablet
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N=50,000
visits each
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65. Online vs Mobile Design
Considerations
Pictures as Projectives
Participants find adding pictures/video easy
from mobile device
Result?
Ask for a quick photo, then have participants
describe why they chose that photo
“Quick, take a picture of the first thing that
reminds you of shampoo”
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66. Online vs Mobile Design
Considerations
Mobile is more individual
Participants less likely to interact when there are
more mobile activities
Result?
Blend your project between online + mobile
Day 1, online discussion with group
Day 2, mobile shop-along
Day 3, online discussion with group
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67. Case Studies
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68. Case #1: “Naturally” Mobile
Study Goal:
Design Type:
Pre-discussion Mobile
Journals
Mobile was a key
component, but
secondary to the
discussion (Appetizer)
• Understand how consumers are including
organic/healthy choices in their diet
• Document where the healthy compromise
hadn’t fully taken hold (snacks, guilty
pleasures, etc)
Study Design:
• QualBoard Discussion with 35 women from
across US who eat a mostly healthy diet
• 20|20 recruited women from our existing
mobile panel
• 1 week meal journals followed up by 3-day
discussion
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69. Case #1: “Naturally” Mobile
Recruitment
1 week Mobile
Journaling of Daily
Meals/Snacking
Document Real
Behavior
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3 Day Group
Discussion
Discuss as a
Group
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70. Case #1: “Naturally” Mobile
Learning?
Week-long journal activities capture each
meal in pictures
Group discussion to reveal “healthy habits”
vs. “guilty pleasures”
Honesty in images allowed researchers to
see actual behavior
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71. Case #2: Shopping Safari
Study Goal:
Design Type:
Weekend Shopping
Self-Ethnographies
Mobile was primary
focus (Main Course)
Online discussion for
probing/debriefing
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• Understand how electronics consumers were
price-comparing stores vs. online
Study Design:
• QualBoard Discussion with 20 men age 18-40
who shop both in-store and online
• 2 week study:
• Pre-weekend questions for group
• Weekend Shopping Excursions
• Post-shopping follow-up
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72. Case #2: Shopping Safari
SHOPPING
SAFARI
Recruitment
WEEKEND
Preweekend
discussion
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Postshopping
wrapup
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73. Case #2: Shopping Safari
Learning?
Sent shoppers to 3 electronic retailers to
price-compare an item of their choice
Picture/video documentary of their shopping
experience
Also documented their online shopping/price
comparisons each day
Chance to observe in-store behavior and how
they price-compared to online retailers
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74. Case #3: In-Home Mobile
Ethnography
Study Goal:
Design Type:
Real-Time In Home
Mobile Ethnography
Mobile was secondary
focus (Appetizer)
• Understand in-home usage behavior in FMCG
category (Soft Drink/Soda)
Study Design:
• Hybrid Ethnography
• 5 Face-to-Face Traditional
• 15 Nationwide Mobile Ethnographies
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75. In-Home Mobile Ethnography
5 Traditional F2F
Ethnographies (2
markets)
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15 Mobile In-Home
Ethnographies in 10
different states
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76. QualMeeting: In-Home
Mobile Ethnographies
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77. Mobile Ethnography
Moderated
Client
Accessible
Fast
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• Moderator leads participant through
engagement
• More opportunity for insight
• Clients can observe
• Recorded instantly
• 5 cities in 5 hours (vs days)
• Fast to field
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78. Session Flow
Session Start
from Desktop
• 5-10 min
moderator
webcam
interview
Transition to
the Mobile
device
Walk around
home/office
• 15-20 minutes
• Streaming from
mobile device
• Participant on
camera
• Audio from cell
phone
Back to PC
• Final thoughts
• Wrapup
45 minutes, 15 min break between
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79. Today’s Ethnography Options
Traditional
Mobile
Ethnography
Participant
Digital
Journals/Diaries
Moderator On Site
Moderator Driven
Participant Driven
$$$$$$$
Inexpensive
No
Moderation/exploration
Time/Travel
Exploratory
Inexpensive
Small Sample
Medium Sample
Large Sample
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80. Case #3: Hybrid Mobile
Ethnography
Learning?
Best of both worlds: F2F and Mobile
Ethnography
Stretches client budget to more interviews in
more regions
Much faster turn-around for researchers
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81. Takeaways
1. Mobile Qual is really easy
2. Effective designs are hard
3. Think about the experience and what a
participant will provide from a mobile
device
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82. Roll Up Our Sleeves
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83. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
NETWORKING SPONSOR

84. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

85. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET