The Future’s
in Their Hands:
Exploring the application
of qualitative & quantitative insight
illumination methods
across the mobile platform
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

& mobile for over 10 years

Context:
SKOPOS
Research on Research
Extent of (Active)
Mobile Research
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

SKOPOS findings concluded with
In 2000 & 2003
online ‘won’
when we
compared
to SMS/WAP
for One2One

Meaning Research, 2009: Less than 1% of surveys conducted over mobile

Be aware: over 80% at home/work
when on ‘mobile’ (so not on the move)
80% at home/work
Source: GlobalPark 09

But is it
The Next Big Thing?
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

We believe the market is ready...

Mobile “When people leave home, they take 3 things with
them, their wallet, keys and mobile phone”
ubiquity Whenever, wherever, whatever
Source: Fly Research

Especially for the young(er) ones...

Does Mobile
Research Matter
(if so little is being
done just yet)?
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

Source: GlobalPark

Source: Neilsen

The Drivers &
Opportunities
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

The 5 R’s that drive mobile
Audience (e.g. youth)
Topic (e.g. mobile) Relevance
Client (e.g. Vodafone) & fit
2 x mobiles as PC’s
Photos No location restrictions
Videos Richness Reach All ages
Diaries Incl hard to reach ‘youth’
Apps
Always with you Response
95% txts arr in 10 secs
Really
Un-fixed location Speed & 94% of txts are read
handy Real-Time (v 25% email)
Familiar

To the audience
To the topic
To the client
Mobile Networks, Mobile Media and Mobile Advertisers
so far more likely to request/use Mobile Research

Local and Global

And it has a Multitude
of Options &
Possibilities
Many Methods
within the Method
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

Short surveys
Quick polls
Ad hoc Access Panels
Tracking Bespoke Panels
Verbatims/Opens Omnibuses
Verbatims/Opens
Txt-depths
Vox-Mobs
Life Diaries

Mobile Qual
Rich & Rewarding
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

24/7
Open
Exchanges

Qual: Vox mobs
VoxMobs
VoxPops
over
the mobile
Panel Required
With correct tech
Source: HHBD

Case Study: Skype Vox mobs
Fast & rich insight.
Over a weekend mobile 5 min vox mobs
conducted regarding internet telephony.
Results analysed, edited and presented
Source: SKOPOS Market Insight to client following week.

Qual: Life diaries
Source: Fly Research

Source: Ipsos

Picture capture, whenever, wherever
Source: OnePoint Surveys

Picture capture, whenever, wherever Source: GlobalPark

Maximising the
Effectiveness of the
“In The Moment”
Medium
Case Studies
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

Ferry company CustSat
Shifted their CustSat
from face to face to
SMS having observed
many passengers
‘playing’ with their
phones while in transit.
Saved money and also
provided customers with
instant relevant
feedback mechanism,
that filled time.

In the moment for mobile users/surfers

In situ & on-site

The Obstacles,
Challenges &
Limitations
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

Irrelevance
& bad fit
Technical (Choices &
Variations)
Psychological
(concerns/reservations) Unable to reach older, less ‘tech savvy’ respondents
Not as popular as online research (but great for short surveys)
Long/complex surveys Half a dozen questions is just about the limit in an SMS interview
Could be difficult Respondents may switch off sound, needs to be kept simple
Capabilities of handsets different (technical)
Screen small on many phones so seen as ‘fiddly’
International Variance Low awareness of message/data costs (concerns)
Source: GlobalPark 09

Q. Will a survey
regarding
health provision
for the over 60’s,
including a
conjoint exercise,
work over the mobile?

What do I do?
Source:

Why not take a mobile survey?
Costs key
barrier so far
(but reducing)
Source: GlobalPark 09

Mobile Diary
with Geo-Tracking
*
*

Mobile Apps
Deployed on selected
mobiles, can deliver
rich relevant
survey experiences
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

Mobile Apps
Embedded or downloaded
java-apps can provide more
visual ‘animated’ surveys
for event-driven (activated)
or in the moment polls and
CustSat

SKOPOS Case Study:
Network & Handset-Maker
Java survey-engine embedded
on phone during repair.
Self-Activated once phone
used again delivering short
CustSat (Repair) Survey.
Survey kept short via derived
importance, for instance.
Source: SKOPOS Market Insight

DIY iPhone Apps
Mcapi – interviewer administered and
Mobile – Self completion...

News: iPhone App launches
Source: Research Live, May 2010

iPhone communities

So What’s Next?
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

What’s out there for mobile?
What’s possible?
2D/QR codes
Survey links can be imbedded into QR codes.
QR Code (2D Code) contains information in both the vertical
and horizontal directions.
These can be displayed in newspapers, magazines, on
billboards, on public transport, in stores and on products.
It means surveying people in situ.
Bluetooth
Fixed location boxes enable surveys of people at-ads, in-stores
(POS), in shopping mails, on planes, in cinemas, etc.
*Courtesy of Fly Research

Full mobile web
Richer & Richer

With older phones, switching to online was preferred
With iphones, staying mobile is preferred

Opportunity: LBR
Location-Based Research
(detected and/or triangulated)
NB: Location-based Research (LBR) still difficult due to issues of
privacy (identifying respondent-location without their permission).
It is (more) possible, however, amongst opt-in/contracted
business/employee audiences.
Opt-in crucial here for consumers.

Location detection AND tracking

Multi-mode, more & more

Passive Measuring
Automatic capture of data on the mobile – similar to cookies on PC/web

Partner credits - thank you
The following companies/events helped in the preparation of this session...
HHB Dialogue - www.hhbdialogue.com
Fly Research - www.flyresearch.com
Broca Mobile - www.brocaplc.com
Dialogue Mobile Marketing - www.dialogue.net
One Point Surveys - www.onepointsurveys.com
Globalpark - www.globalpark.org.uk
IPSOS - www.ipsos.com
Meaning - www.meaning.uk.com
Kantar Media - www.kantarmedia.com
Mobile Research Conference 2009/2010 - www.mobileresearch09.com

Thank you
Qualitative Consumer Research
& Insights
April 2011
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info

Presented at the International conference on
Qualitative Consumer Research & Insights
7 & 8 April 2011, Malta
For more information
Please visit: http://www.merlien.org