Kam sidhu training day - 2012

Kam Sidhu, Lumi Mobile, UK
Festival of NewMR 2012 – Training Day – Session 2
A
Presenta*on
from

The
Fes*val
of
NewMR
–
Training
Day

3
December
2012

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Future
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of
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material

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An
introduc*on
to
Mobile
Research

Kam
Sidhu,
Lumi
Mobile

An introduction to
Mobile Research
Kam Sidhu
Client Relationship Manager

An Introduction to Mobile research
•  Why Mobile?
•  Technology implications for Market Research
•  How to succeed with Mobile Research
•  When to use Mobile for Market Research

Why Mobile?
•  What
What
our
clients
tell
us
tell
us

Why Mobile?
•  What
tell
us

•  Need for MR agencies to adopt methodologies that
collect both emotional as well as cognitive responses
•  Social media is fundamentally changing consumer
behaviours and expectations making it harder for
researchers to conduct old style surveys
•  Mobile is always at the fingertips of the consumer and is
ideal to gain insight right at the point of experience

Technology implications on MR
•  More mobile phone subscribers than people
•  2012 the world reaches 6 billion mobile phone
subscribers
•  Enabling better insights – Faster
•  Consumers are using their mobile phones to do much
more than just make calls – 82% of UK mobile owners
use SMS

Technology implications on MR
•  The mobile device provides global reach
•  Ability to reach hard to find demographics which are
harder to reach via traditional methods

How to succeed with Mobile Surveys
•  What
tell
us

•  Ideal when immediacy, mobility and convenience are
important
•  Consider what is realistic
•  How do we move a 45 min survey onto a mobile phone?
- we DON’T

When to use Mobile?
•  What
tell
us
• Ad
tes:ng

• Facial
recogni:on

• Pre-‐post
tasking

• Mini
Communi:es

• Product
evalua:on

• IHUTs

• Video
concept

development

• User
journeys
/
diaries

• mCAPI

• TDIs

• Ethnography

• Meter

• Tracking

• Accompanied
shops

• Mini
U&As

• Top-‐up
surveys

• Blogs
and
vlogs

• Quick
polls

• Omnibus

• Instant
feedbacks

• Employee
surveys

• Customer
sa:sfac:on

• Audience
research

• B2B

• Usability

• Mystery
shopping

• And
more

Case study: beverage and food
consumption diary
•  What
tell
us
A
major
FMCG
company
opted
to

migrate
its
survey
methodology
to

mobile
devices
using
Lumi
Mobile’s

technology.
They
created
a
mobile

App,
for
use
as
a
diary
study,

replacing
PDAs
that
they
previously

distributed.

Overview

The
project

• Consumers
need
to
complete
a
survey
aXer
every
snack
or
beverage
they
purchase

and/or
consume
for
a
10-‐day
period

• Our
barcode
scanning
func:onality
allows
easy
recording
of
snacks
and
drinks

purchased
and/or
consumed

• The
survey
has
been
adapted
to
ensure
it
can
be
completed
with
ease
and
is

visually
pleasing,
resul:ng
in
high
comple:on
rates

• The
applica:on
runs
both
online
and
oﬄine,
allowing
in-‐the-‐moment
comple:on

resul:ng
in
more
accurate
data

• Pictures
can
be
uploaded,
enabling
richer
insight
into
where
you
are,
what
you’re

doing
and
how
you
feel

• Loca:on-‐based
data
allows
access
to
weather
informa:on.
Other
user-‐oriented

passive
data
can
also
be
collected
to
help
understand
behaviour.

Case study: mCAPI Apps replace PAPI
•  What
tell
us

Overview

The
project

mCAPI
is
the
perfect
solu:on
for

replacing
PAPI
and
CAPI
–
mobile
is

an
opportunity
to
gather
accurate,

richer
real-‐:me
data
par:cularly
in

emerging
markets.
This
study

replaced
paper
adver:sement

recall
with
mobile,
allowing
for
a

full
media
experience.
This
resulted

in
richer,
high-‐quality
data.

• The
project
was
commissioned
by
an
agency
working
on
behalf
of
a

major
FMCG
company

• Ad
recall
through
video
playback

• Conducted
across
12+
countries,
suppor:ng
mul:ple
languages
including

Roman
and
non-‐Roman
alphabets

• Real-‐:me
upda:ng
of
content
and
management
of
video
by
loca:on,

date,
:me
and
interviewer

• Secure
interviewer
valida:on
process

• High-‐quality
video
compression
and
distribu:on
management.

• Ul:mately
led
to
an
ESOMAR
award-‐winning
paper

•  What
tell
us

Overview

The
project

Case
study:
Lumi
LIVE

and
Oscars
2011

broadcast

Lumi
LIVE
was
used
as
a
live

overlay
to
the
ABC
broadcast
of
the

Oscars
2011
ceremony,
providing

rich
research
insight
while

simultaneously
enhancing
the

par:cipants’
enjoyment
of
the

experience.

• Downloadable
App
MobiLive
was
used
to
track
viewer
reac:on
to
the

show
and
suppor:ng
adverts
in
real
:me

• Lumi
LIVE
oﬀered
a
combina:on
of
chat,
polls,
predic:ons
and
prizes

to
engage
the
audience
as
an
overlay
to
the
Oscars’
broadcast

The
results

• 25%
more
event
enjoyment
experienced
by
users
of
Lumi
LIVE
for
the

Oscars
2011
compared
to
non-‐users

• 65%
would
have
turned
oﬀ
the
Oscars
if
they
weren’t
using
Lumi
LIVE

• 88%
of
par:cipants
said
the
Applica:on
made
watching
the
Oscars

more
enjoyable

• 92%
said
it
would
make
them
more
likely
to
watch
TV
events.

Thank you
Kam Sidhu
Lumi Mobile

Lumi Mobile
Lumi provides a complete suite of products

Kam Sidhu – Client Relationship Manager
Connect
with
Kam
on
LinkedIn
hgp://uk.linkedin.com/pub/kam-‐sidhu/22/798/5b8

Find
out
about
Lumi
Mobile
at
@
www.lumimobile.com

Lumi
SURVEY
is
a
market-‐leading
self-‐service
mobile
survey
tool.

Try
Lumi
SURVEY
for
yourself!

1.
Search
‘Lumi
SURVEY’
on
Google
Play
store
or
the
App
Store

2.
Enter
the
following
into
your
mobile
web
browser
to
download
our
App:

bit.ly/lumisurvey

Kam sidhu training day - 2012

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