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The latest trends in mobile market research

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The latest trends in mobile market research

  1. 1. The Latest Trends In Mobile Market Research Ray Poynter Tokyo, July 2014
  2. 2. IIeX - 2014 Amsterdam, Netherlands, February 2014 Santiago, Chile, April 2014 Atlanta, USA, June 2014
  3. 3. IIeX – APAC, Sydney, December 2014 Ray Poynter Co-Chair Top speakers from: • USA • Europe • Australia • Asia • Africa From inside and outside marketing research – suppliers and clients. Topics: • Mobile • Big Data • Neuroscience • Facial coding • Voice analytics • Visualisation • Communities • Gamification • Bio metrics • Digital ethnography • Passive data collection • Start-ups • Innovation • New business models • New sample sources
  4. 4. Trends in Mobile – Big Picture Ubiquity 24/7 Smartphone Internet enabled App running Multiple sensors Linked to other data Growing share of current modes of research Participative Passive In the moment Location based Push
  5. 5. Available from the JMRX Facebook Page
  6. 6. Outline of the Book - 1 PART 1 Mobile Market Research • Overview of Mobile Market Research • Mobile Research in Action • The Technology of Mobile Market Research PART 2 Qualitative and Quantitative Research • Mobile Qualitative Research • Mobile Forums and Online Focus Groups • Mobile Diaries and Ethnography • Mobile Quantitative Research • Designing and Conducting Mobile Surveys
  7. 7. Outline of the Book - 2 PART 3 The Methods and Applications of Mobile Market Research • mCAPI –Mobile Computer Aided Personal Interviewing • mCATI – Mobile Telephone Interviewing • Mixed-Mode Research • Utilizing Passive Data • Panels, Lists, and Communities • International Mobile Research PART 4 Researching the Mobile Ecosystem, Ethics, and the Future • Researching the Mobile Ecosystem • Ethics, Laws, and Guidelines • Research-on-Research • The Evolving Picture • Glossary • References
  8. 8. What is Mobile Market Research? • Self-completion surveys conducted on a mobile device (e.g. phone or tablet) • Web surveys where some people are using mobile devices • Passive data collection • Participant research • Taking part in online qual using a mobile device • mCAPI – where interviewers use mobile devices • CATI – telephone interviews where some people are answering via mobile phone
  9. 9. Why the Interest in Mobile? • People have their mobile phones with them 24/7 • Nearly everybody has a mobile phone • Mobiles are becoming smartphones • Mostly iPhone and Android • Increasingly used in traditional market research • Creating new types of market research
  10. 10. ITU Estimates per 100 People Phones per 100 is NOT penetration. Some people have more than 1 phone.
  11. 11. Mobile Subscriptions Regional
  12. 12. Worldwide Mobile Operating Systems In terms of operating systems on devices visiting websites
  13. 13. Google Trends – Global
  14. 14. Japan Mobile Operating Systems In terms of operating systems on devices visiting websites
  15. 15. The Growth of Mobile Research Existing Research – Larger share of CATI (often more than 50%) – 25% of online surveys – mCAPI is replacing CAPI and PAPI – Online discussions and online focus groups New Research – In the moment – Participant research – Passive data collection – In-app collection – Geofencing, location, tracking etc – Quantified self
  16. 16. mCAPI Tesco Customer Satisfaction • F2F, at 950 stores in UK • 100 interviews per 2 weeks, per store • 50,000 interviews per week • Marketing Sciences + tablets • GPS + SIM + App Case study provided by Marketing Sciences and Tesco and reported in the new book.
  17. 17. mCAPI  Trade Census  Multi-country, multi-culture  Mobile phone + app  GPS: location & tagging  Surveys  Photos
  18. 18. In the moment • The hottest thing in mobile is ‘in the moment’ • Collecting data when things happen • Not relying on people’s memory • Examples: – When travelling – When shopping – When using a service
  19. 19. A day in the life 1578 beverages 400 consumers 1 day Mobile Diary
  20. 20. Diary framework BEVERAGES Who? What? Why? When? Where? What else?
  21. 21. Mobile interface
  22. 22. What and when? 0% 20% 40% Before 7am 7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm Coffee Tea Fruit Juice Fizzy drink Energy Drink Water Alcoholic drink
  23. 23. Where at home? Kitchen Living room Dining room Bedroom Bathroom Somewhere else at home Kitchen Living room Dining room Bedroom Bathroom Garden / yard Somewhere else at home Men Women
  24. 24. What Are Apps An app is software downloaded onto a mobile device – Games, maps, books, calculators – And research apps Research apps include – Surveys – Qual (including mobile diaries & ethnography) – Passive (more on this in a moment)
  25. 25. Apps, Pluses and Minuses Positives • Does not necessarily need the internet to be available • Can access more of the phones features: – Locations – Sensors – Camera/Video • Can ‘push’ the survey Negatives • Must be downloaded – Technical issues – Respondent reluctance • Must be written for each platform • Less central control – e.g. quotas
  26. 26. What is Passive Data? • Passive data does not require the respondent to enter the data • Examples: – Location data collected automatically – Phone usage data – Internet usage data – Movement, temperature, light etc. – Interactions with other phones and services • Requires permission
  27. 27. Geo • Geotracking – interesting but difficult and most of the results are not useful to marketers • Geofencing – a major growth area – Create a boundary around a site (say a Starbucks) – When somebody enters or leaves their phone ‘knows’ – Launch marketing, information, or market research – iBeacons are currently key to this approach
  28. 28. WE-research – Participant Research
  29. 29. How Many Cereal Packs? • In survey, number of claimed cereal packs lower than expected • 150 participants selected • Take photos • Showed people had almost twice as many cereal packs as claimed Case study provided by MMR and reported in the new book.
  30. 30. Location Base Research - USA Case from Locately – USA location analytics company • US 4th July celebrations • 918 completes • Opted to share GPS location via Locately smartphone app • Macro and micro level data Case study provided by Locately and reported in the new book.
  31. 31. Currently UK Mappiness has 58,481 participants
  32. 32. More New Stuff Flurry
  33. 33. Web messaging February 2014 $19billion
  34. 34. Location – Telcos EE, O2, Vodafone 20 million people
  35. 35. Trends in Mobile – Big Picture Ubiquity 24/7 Smartphone Internet enabled App running Multiple sensors Linked to other data Growing share of current modes of research Participative Passive In the moment Location based Push
  36. 36. Thank You  Available from the JMRX Facebook Page

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  • OlePetterNyhaug

    Aug. 7, 2014

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