Mobile market research: a new drink or old wine in a new bottle? Palanivel Kuppusamy - Founder & Chief Executive Officer - iPinion Surveys Understanding the biggest value of mobile market research. Appreciating the possibilities of engaging with customers through various channels. Understanding why mobile market research is becoming a major tool in the research tool kit. Discussing how mobile market research is shaping the future of research.

1. Market Research
and Consumer Insights
in the mobile world
New drink or 'Old wine in a new bottle' ?
Pala Kuppusamy
CEO and Founder
+1.614.822.8889
pala@ipinionsurveys.com
July 2011

2. The 10 billion phenomenon
You ignore mobile = Mobile users will ignore you
2

3. The journey so far…
WE are just starting to realize the potential.
3

4. And the story of Elephant and six blind men
Six blind men set out to find out how an
elephant looks like. As they approached an
elephant, each of them got in contact with
different parts of the elephant. The one who
touched the legs said its like a tree, the one
who felt the body said its like a huge wall,
the one who held the tail said its like a rope,
the one who got the trunk trunk said its like
a python, the one who touched the ears
said its like a hand fan and the one who
felt the tusk said its like a spear.

5. The Avatars
 Quantitative Surveys
 Qualitative Surveys
 Media measurement
 Web / app usage analytics
 Behavior analytics
 Location targeting
 Face-to-face
 In-the-moment
 Social-Mobile-Local
5

6. New drink or 'Old wine in a new bottle' ?
I’ll give you MY answer upfront: It’s a new drink.
6

7. One thing everyone agrees lately:
Smartphones are changing a lot of behaviors –
not only the way people communicate, but also
the way they consume media, information and
entertainment.
7

8. Appliances to Apps
In the consumer goods proliferation era where
we spent most of our lives, there was a product
for everything. Especially in the USA.
Now there is an app for everything. No more
PDAs, no more walkmans, no more voice
recorders, no more compass, no more books to
take along, no more board games… Half a
million apps!
8

9. So what?
 What more will these smartphones and the
apps replace?
 More importantly, what new behaviors will
these create?
 And more specifically (and selfishly) what will
this mean to us, Market Researchers and
Consumer Insights professionals?
9

10. Then and Now
12 months back Today
Researchers were concerned about Companies like Bestbuy have tested
the representativeness of using and validated that smartphone surveys
smartphone surveys and samples. are statistically comparable to online
survey data.
There were questions like ‘Are there Nielsen projects that 50% of US mobile
enough smartphone users?’ population will be smartphone users
by Q3 2011.
There were questions around who will Today, research shows that app usage
prefer an App over mobile sites and has overtaken web usage on
why. smartphones.
10

11. Client Differences
 Some were still trying to stuff their long 40 qn
online surveys into these devices and were
worried about the screen limitations and
scrolling
While
 Others were watchful of the user experience
by making it engaging, interesting and in-the-
moment.
11

12. Client Differences
 Some were expecting the same set of grids
and complex conditions to be ported on to
these small devices
While
 Others were fascinated by the new ways of
getting response using media functions and
touch functions of the smart devices.
12

13. Client Differences
 Some were digging deep into the traditional
quota management and worried not being
able to do such real-time quota controls in
offline survey responses
while
 Others exalted at the offline capabilities
solving many head-aches for them
operationally.
13

14. Client Differences
 Some were concerned about the learning
curve in launching surveys via smartphones
while
 Others were thrilled about 10 cool new ways
to launch a survey on these smart devices.
14

15. Client Differences
 Some experienced researchers argued that
the smartphone surveys will not be
representative
while
 Some innovation leaders welcomed the idea
of reaching to respondents in innovative ways,
especially to specific demographics
15

16. Beyond the past
 How can mobile MR push the boundaries in
engaging with consumers and in gaining
holistic insights?
– Rich designs to engage respondents
– In-the-moment surveys
– Passive data collection
– Geo fencing
– In-app experience
– Game-like experience
– Social media connect
16

17. Creating engaging experience
‣ Media usage
 Video
 Audio
 Images
‣ Game like experiences
- Concept Canvas
- Perception mapping
- Image sorting
- Concept Test Heat Map
17

18. Multiple Touch Points For deeper Insights
Cool ways to reach and engage
• Push notifications
• Geo triggering
• Self initiated
• Diary
• QR triggered
• Face-to-face with tablets
• SMS
• Email
• Web / App intercepts
• Ad network
Mobile allows to reach and engage respondents in multiple ways

19. Richer engagement on Smartphones and tablets
 Online surveys  Richer experience with
mobile survey designs

20. Convenience with QR codes
 QR code can be printed anywhere:
 Cash receipts
 Packages
 Events
 Consumer scans the QR code and
survey pops up instantly
It is possible to embed information like
visitor code, date of visit, store no. etc
in the QR code and automatically pass
it to the survey when initiated
20

21. Capturing the moments of truth
 Mobile = In the Moment
– 28% perform shopping activities on their mobile while in store 1
– 25% share shopping experience on their mobile while in store 2
1 Experian Simmons 2010 American Mobile Consumer Report, March 5, 2010 2 ListenLogic Mobile Social Shoppers Report, 2011
2
1

22. Convenience for interviewers
Tablet Surveys at the Exit / at the aisles
• Long battery life
• Offline capabilities
• Better response /
engagement

23. Talking their language: App
Mobile offers possibilities to
engage the new gen for surveys,
in their way of doing things:
• Native App experience
• Push notifications
• Social Media integration
• Instant Rewards management
• Location sensitive language
options

24. From Surveys to Insights
 How can Mobile MR go beyond ‘surveys’ and
become an ‘insights’ and analytics tool?
– Ask only when you have to ask
– Listen whenever you can
– Ask only what you have to ask
– Use technology to marry the data and connect the
dots for continuum
24

28. We can guess the answers already
 Will smartphone data collection eat into the market of online
surveys ? / CATI ?
 Will smartphone data collection increase the pie of MR data
collection?
 Will smartphone data collection become important not
because of survey capabilities but because of other powerful
means of data collection? Passively for instance?
 Will smartphone data collection be a special tool serving only
a niche in the overall MR data collection?
 Will smartphone data collection be more powerful for
consumer insights than market research?
28

29. Field Forces : FOR Mobile
 Behavioral/lifestyle changes of survey takers
 Continuation of decrease in online survey
completion rates
 An industry challenged on many fronts, most
recently players practicing in social media offering
services like “sentiment measurement” as an
alternative to understand consumer attitudes
 Continued threat of being moved lower in the value
chain
29

30. Field Forces : AGAINST Mobile
 A “classic” change problem (people, in this case
researchers, don’t readily adopt change)
 Existing research models utilize questionnaires of
specific length and structure
 Existing research programs funded by existing
budgets
30

31. The iPinion Team Thanks You
Executive Team Board of Advisors
Pala Kuppusamy
Founder & CEO Michael Skarzynski
Advisor
Former CEO, Arbitron
Jeff Linenfelser
VP, Sales
Peter Milla
Advisor
Former CIO, Harris Interactive
Hari Saravanan
SVP, Product Management
Steven von Bevern
SVP, Client Services

32. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
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