Why Mobile Matters - Researching Consumers on the Go
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Understanding the value of your brand is a key indicator of your position in the marketplace. But an exact evaluation of brands, including both tangible financial data as well as customer perceptions and intangible brand equity is difficult to achieve. One small mistake in understanding customer perception can lead businesses astray and have devastating consequences. Fortunately, it is easier than ever before to evaluate brand attributes and build a clear picture of customer opinion. In this session, we aim to show you the diverse range of creative tools available to help align your brand and customer perceptions - as well as building this in to your financial models, giving an accurate overview of brand assets and intangible financial equity. Book a free demo of our market research platform to see the full demonstration: http://bit.ly/1MK0jG3
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Why Mobile Matters - Researching Consumers on the Go
- 1. Why Mobile Matters: Researching Consumers on the Go FlexMR Webinar September 2015
- 2. FlexMR www.flexmr.net Who will be speaking Introduction Maria Twigge Associate Director Maria has an innate understanding of human behaviour. This, combined with numerous years heading online research projects, sees her delivering bespoke initiatives creatively via FlexMR for actionable results time after time. Amy Eborall Senior Research Associate With a solid understanding of research methodology and interpretation Amy translates raw data into actionable business insight with ease. Amy leads both quantitative and qualitative B2B and B2C projects. Annette Smith Insight Manager, Technology Development Annette has extensive experience in the set up and running of online research projects, panels and communities. She was instrumental in the realisation of the FlexMR online research platform and its unique qualitative capability.2
- 3. FlexMR www.flexmr.net An overview of the session Introduction • Why Conduct Mobile Research? – Who are the Key Mobile Consumers? – The Benefits of Mobile Research – In Favour of a Balanced Approach • Mobile Market Research Tools – Short Surveys – Diary Studies • Mobile Market Research in Action – Live Demonstration of Mobile Market Research 3
- 4. FlexMR www.flexmr.net Why Conduct Mobile Market Research? 4
- 5. FlexMR www.flexmr.net Mobile Phone Ownership • 4.2 billion people own a toothbrush • 5.1 billion people own a mobile device The Key Mobile Consumers Why Conduct Mobile Market Research? 5 Source: Convonix Internet Marketing [Online access 20th April 2012] ComScore December 2 5.1 billion 4.2 billion 7 billion 0 2 4 6 8 Mobile Phones Toothbrushs World Population
- 6. FlexMR www.flexmr.net Key Facts • Global smartphone adoption is 28% – UK: 62% – USA: 56% – China: 47% • 33.4% of all web traffic comes from a smartphone based browser – This means over 1/3 of all web based actions come from a mobile source The Key Mobile Consumers Why Conduct Mobile Market Research? 6 0% 20% 40% 60% 80% 100% Global UK USA China % of Mobile Consumers % of Smartphone Consumers 33% 67% Mobile Non-mobile Source: Smith, Aaron. 'U.S. Smartphone Use In 2015'. Pew Research Center: Internet, Science & Tech. N.p., 2015. W
- 7. FlexMR www.flexmr.net Mobile phone Penetration Across Demographics (USA) • Men - 93% • Women- 88% • 18-29 – 98% • 30-49 – 97% • 50-64 – 88% • 65+ - 74% The Key Mobile Consumers Why Conduct Mobile Market Research? • High School Education - 87% • Partial College Education - 93% • College Education + - 93% • Urban Community – 88% • Suburban Community – 92% • Rural Community – 88% 7 Source: Smith, Aaron. 'U.S. Smartphone Use In 2015'. Pew Research Center: Internet, Science & Tech. N.p., 2015. W
- 8. FlexMR www.flexmr.net “Don’t think of consumers as mobile. Think of them as mobile enabled. Mobile devices are an enabler to behaviour, not the cause of it.” The Key Mobile Consumers Why Conduct Mobile Market Research? Smartphone E-commerce • 33% of online transactions take place on a smartphone • Overall these transactions account for 7% of total global transactions Mobile • Mobile transactions account for 2% of global trade 8 67% 31% 2% Global Transactions Offline Transactions Online Transactions Mobile Transactions Source: Smith, Aaron. 'U.S. Smartphone Use In 2015'. Pew Research Center: Internet, Science & Tech. N.p., 2015. W
- 9. FlexMR www.flexmr.net What activities occur on Smartphone? The Key Mobile Consumers Why Conduct Mobile Market Research? 9 74% 67% 64% 51% 46% 38% 29% 38% 47% 51% 23% 24% 12% 27% 18% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Browsing for purchases Video Purchasing Check bank balance Pay bills/Manage accounts Read articles Internet voice calls Route planning Use PC or laptop Use Smartphone Source: Intersperience Syndicated Research ‘Internet on the Move’ project,
- 10. FlexMR www.flexmr.net • eCommerce and mCommerce are not the same • Our relationship with mobile is different The Key Mobile Consumers Why Conduct Mobile Market Research? 10 e≠m Source: Ramesh, V, Venkatesh, V. & Massey, A (2003) Understanding Usability in mCommerce Communications of Mobile PC
- 11. FlexMR www.flexmr.net Mobile Market Research is In-the- Moment • Traditional market research is reflective, conducted prior to or post consumption activity – What did you think? – What would you think? • In-the-moment research ensures research captures emotive, accurate feedback – What do you think? – How do you feel? The Benefits of Mobile Research Why Conduct Mobile Market Research? 11
- 12. FlexMR www.flexmr.net TraditionalMarket Research The Benefits of Mobile Research Why Conduct Mobile Market Research? MobileMarketResearch 12 Behaviour A Behaviour B Behaviour C Preliminary Survey Post Behaviour Survey Short Survey Behaviour A Behaviour B Behaviour C Preliminary Survey Post Behaviour Survey Short Survey Short Survey
- 13. FlexMR www.flexmr.net Response Rates Mobile research lends itself to a higher response rate due to two key factors 1. Research tasks reaches respondents no matter where they are 2. Tasks are designed in a short format, leading to a lower drop out rate The Benefits of Mobile Research Why Conduct Mobile Market Research? The Two Behavioural Scales 13 Span of Attention Proximity to Behaviour Mobile MobileNon-mobile Non-mobile
- 14. FlexMR www.flexmr.net Mobile is: • a tool for researchers to use • the best source of in-situ research • behaviour oriented and inclusive In Favour of a Balanced Approach Why Conduct Mobile Market Research? Mobile is not: • the only tool a researcher should use • a good source of reflective research • exclusive, attention maybe divided 14
- 15. FlexMR www.flexmr.net Mobile • Connected consumers • Geographical targeting • Event triggering • In-the-moment feedback • Led by behaviour • Suited to short formats • Higher response rates In Favour of a Balanced Approach Why Conduct Mobile Market Research? Desktop • Reflective feedback • Opinion over action • Community elements • Higher interactivity • Wide range of tasks • Suited to longer formats • Greater depth of insight Tablet • Occupy space of desktop and mobile devices • Hybrid behavioural patterns • Interactive and connected • Research has yet to tap the full potential of the tablet consumer 15
- 16. FlexMR www.flexmr.net Mobile Market Research Tools 16
- 17. FlexMR www.flexmr.net Base your decisions on quantifiable feedback from an infinite number of participants with survey tools Short Surveys Mobile Market Research Tools 17 SurveyMR Report CardMR Quantifiable, data- driven feedback Moderate feedback cards with ease Fast stats Scalable quant
- 18. FlexMR www.flexmr.net Short Surveys Mobile Market Research Tools • Video, audio, and image stimuli • Interactive drag & drop questions Less is more with the short survey format Visuals, sliders, drag and drop and card sort gamification all contribute to a dramatically enhanced participant experience Specific, short and location based surveys contribute to a higher engagement rate and better quality feedback • Full range of question types • Powerful routing options 18 SurveyMR
- 19. FlexMR www.flexmr.net Short Surveys Mobile Market Research Tools • Variety of question types • Flexible tasks types Combine closed questions with open questions in feedback card style and moderate responses for more depth Use location based services to target consumers as they complete regular activities Short questions provide room for detailed feedback in an efficient manner • Designed for smartphones • Vox pops through video integration 19 Report CardMR
- 20. FlexMR www.flexmr.net See how your customers interact with your product or brand on a daily basis Diary studies Mobile Market Research Tools 20 DiaryMR JournalMR Collect individual feedback on lifestyle and experiences Invite customers to feedback on their own terms Real people Real insight
- 21. FlexMR www.flexmr.net Diary studies Mobile Market Research Tools • Image gallery • Range of question types • Automated scheduling Create diary tasks to guarantee in-the-moment feedback on key areas Choose from a range of question, types, response formats and visual stimuli to drive engagement • Designed for smartphones • Set multiple tasks • Vox pop video integration 21 DiaryMR
- 22. FlexMR www.flexmr.net Mobile Market Research in Action 22
- 23. Evaluating Brand Attributes in a Digital Environment FlexMR Webinar August 2015
Editor's Notes
- Good afternoon everyone and welcome to today’s webinar, hosted by FlexMR. Over the next 45 minutes we will be discussing how mobile market research is changing the research landscape, and how you can use it to your advantage. Before we go any further, I would like to quickly run through the functionality of GoToWebinar for those who have not used it before. I currently have all attendees on mute to avoid any audio feedback and background noise distractions. Throughout the presentation, a member of staff will be monitoring the chat function. You may enter questions at any point during the presentation. We will try to answer as many as possible at the end. If we are unable to answer your question due to time constraints, we will send you an email once the presentation has concluded.
- For this presentation, I am joined by our panel of experts: Maria Twigge - associate director,, Amy Eborall – senior research associate and Annette Smith – technology insight manager for FlexMR.
- Over the next 45 minutes our experts will provide a brief overview of the key mobile consumers and the benefits of mobile market research. We will then introduce the tools most applicable to mobile research, and finally provide a demonstration of mobile market research in action. I will now hand over to Maria and let the webinar get underway.
- Just to put the breadth of mobile phone ownership into context a little, of the 7 billion or so people in the world today 4 billion of those use toothbrushes More than 5 billion of those own a mobile device Yes more people use a phone than brush their teeth!
- If we specifically consider smartphone users now you can see global adoption rates are at almost a third at 28% With the UK leading, with 62% of us using Smartphones Looking at web usage this means
- Smartphone owners are more affluent but mobile internet really does cover everyone, brands like Facebook are strategically focused on supporting affordable access to the internet. Developers are focused on adding to their affordable and innovative connected device offerings and wireless carriers are making significant investments in 4G networks. Improved WiFi hotspots will also help to seal Internet traffic from these devices growing Regardless of social status Reindeer herders in Siberia used to migrate around the country along ancestral routes close to rivers, but modern day migration patterns have now follow paths of good mobile reception around the continent Connection is important
- Whilst mobile phones are ever present in our lives we use them where they fit, so the majority (67%) of transactions are still conducted offline globally, face to face in stores, banks, supermarkets Almost a third (31%) of transactions take place online, of these a further third are conducted via smartphones, so overall 7% of global transactions take place on a smartphone, with 2% taking place via mobile calls and texts
- Popular behaviours on mobile include watching video and browsing/shopping with almost half stating they did this on their smartphones in 2012. Followed by reading articles, checking bank balance and purchasing Activities that can be engaged with intermittently, short bursts that fill holes in advert breaks and train journeys, brief distractions from other tasks, and supporting information to on-going conversations
- The kinds of transactions that we will conduct on smartphone and the way we interact with a smartphone isn’t the same as a PC Digital media and mobile internet provide an opportunity for laborious tasks to be enjoyable, they take away the need to sit at your desk to accomplish goals. Tasks are broken down into smaller chunks because they can be done when you want to do them on any device. There is a difference in the kinds of transactions that take place directly on mobile – lower value purchases, more impulsive and ‘lower engagement’ decisions
- So if we now think about the way consumers interact with mobile devices, we can see there is this massive opportunity for market researchers to communicate and receive information via the continuous connection to the internet But that we need to also make the most of the relationship that the consumer has with mobile, rather than a traditional, recall and reflect approach, now we have the opportunity to ask in the moment and to record and capture moments as well as self-reports. This deepens and enriches our qualitative enquiry a lot
- The mobile research method allows for more frequent engagement, in shorter bursts which also has a positive impact on data quality Also it is a great way to capture emotional reactions, instant responses to products and ideas. The mobile device is often a complementary usage device so a mobile survey can be completed in the moment of consumption – whilst viewing the TV show, whilst dining in the restaurant, whilst planning that trip for example
- When we say mobile we mean any device – tablet, feature phone, smartphone, mini-tablet… Digital engagement needs to be flexible across device, consumers want to communicate through which ever device they have to hand, around the home in the future this could be any brand of tablet and out and about.
- Mobile usage
- A mobile phone is best for reach and offers lots of extra benefits such as the ability to geographically target, capture location information that is relevant to the study and be triggered by events. A bigger screen on a desktop captures more attention so you can have more interactive tasks, group work and reflection. A tablet therefore can inhabit both of these worlds, a mobile companion and a larger screen so is a fantastic space to work with participants in.
- https://livetest.hwycommunity.com/auth/sign_in?mobileweb=1