Research in the mobile mindset: exploring the unexplored (by Simon McDonald and Anouk Willems of InSites Consulting), presented at the MRS Mobile Conference in London (UK) on Thursday February 21, 2013

1. Research in the Mobile Mindset
Exploring the Unexplored
Presented by: Simon McDonald I Business Director
Anouk Willems I Research Innovation Manager
I InSites Consulting
Date: 21th February, 2013
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York

2. 64% 41% 35%
No environment is 100%
mobile-free anymore
@McDonaldSimon
@Anoukw1

3. THE CONSUMER VIEW
The Consumer View
ALL DEVICES, ALL THE TIME, YOUR CHOICE
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Q: For each device you have access to, please tell me, for a typical 24-hour
period, when you would use it to access the news or consume the news during
the week? (Base: All respondents ) Base: 3610
3

4. The Consumer View
WHERE DO YOU EXPECT TO SEE
ADVERTISING?
87% 84% 84% 79%

5. “There‟s no doubt about it,
facebook is a mobile company”
@McDonaldSimon
@Anoukw1

6. Welcome in the
mobile research space!
Are you ready to jump?
@McDonaldSimon
@Anoukw1

7. Are you ready for the mobile MRX quiz?
@McDonaldSimon
@Anoukw1

8. New Opportunities New Risks
@McDonaldSimon
@Anoukw1

9. Exploring
? ?
? ?
@McDonaldSimon
@Anoukw1

10. Mobile = online + offline research
Recruitment
@McDonaldSimon
@Anoukw1

11. Should we worry?
Socio demographics Engagement Technological advanced
@McDonaldSimon
@Anoukw1

12. Exploring
1/Recruitment
?
? ?
@McDonaldSimon
@Anoukw1

13. Mobile marketing
@McDonaldSimon
@Anoukw1

14. Impact?
Satisfaction? Profile?
@McDonaldSimon
@Anoukw1

15. Time to reach 400 participants?
4 hours 4 days 4 weeks
@McDonaldSimon
@Anoukw1

16. New information
Get access to real behaviour
@McDonaldSimon
@Anoukw1

17. In the heat of the
moment?
@McDonaldSimon
@Anoukw1

18. Exploring
1/Recruitment
?
2/ Marketing
? ?
@McDonaldSimon
@Anoukw1

19. How about mobile & MROCs?
@McDonaldSimon
@Anoukw1

20. 15 inch
4,3 x less engagement?
3,5 inch
@McDonaldSimon
@Anoukw1

21. Does mobile make community members
less engaged?
@McDonaldSimon
@Anoukw1

22. Does mobile make community members
less engaged?
“ Using the mobile app really
helps me staying in touch
more with the community
Yes No
“
@McDonaldSimon
@Anoukw1

23. @McDonaldSimon
@Anoukw1

24. 15 inch
Mobile leads to less rich data?
Yes No
3,5 inch
@McDonaldSimon
@Anoukw1

25. Members don‟t post more, but…
…more contextual & personal stuff
@McDonaldSimon
@Anoukw1

26. @McDonaldSimon
@McDonaldSimon
@Anoukw1
@Anoukw1

27. More engagement
Richer contributions
@McDonaldSimon
@Anoukw1

28. Going beyond the method
@McDonaldSimon
@Anoukw1

29. Exploring
1/Recruitment
?
2/ Marketing
3/ Communities
?
@McDonaldSimon
@Anoukw1

30. And..in all phases of the research!
@McDonaldSimon
@Anoukw1

31. Exploring
1/Recruitment
?
2/ Marketing
3/ Communities 4/ Reporting
@McDonaldSimon
@Anoukw1

32. A new eco system
Mobile marketing
New information
Discovering new territory
@McDonaldSimon
@Anoukw1

33. Stay tuned!
Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read corporate InSites Consulting blog
Read „Conversation Management‟ blog
Read „How Cool Brands Stay Hot‟ blog
Join our „Smartees‟ events
www.insites-consulting.com

34. @McDonaldSimon
@Anoukw1