The future is in their hands illumination methods

Market Research in the
Mobile World 2010
Dec 2010
Scott Dodgson
SKOPOS market Insight
Scott.Dodgson@SKOPOS.info
www.SKOPOS.info
The Future’s
in Their Hands:
Exploring the application
of qualitative & quantitative insight
illumination methods
across the mobile platform

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Context:
SKOPOS
Research on Research
Extent of (Active)
Mobile Research

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

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
But is it
The Next Big Thing?

We believe the market is ready...

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

Especially for the young(er) ones...

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Does Mobile
Research Matter
(if so little is being
done just yet)?

Surveys getting richer & better...
*Courtesy of Fly Research

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
And it has a Multitude
of Options &
Possibilities
Many Methods
within the Method

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

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
The Drivers &
Opportunities

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

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

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
The Obstacles,
Challenges &
Limitations

Unable to reach older, less ‘tech savvy’ respondents
Not as popular as online research (but great for short surveys)
Half a dozen questions is just about the limit in an SMS interview
Respondents may switch off sound, needs to be kept simple
Capabilities of handsets different (technical)
Screen small on many phones so seen as ‘fiddly’
Low awareness of message/data costs (concerns)

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

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

**
Mobile Diary
with Geo-Tracking

I have reservations over privacy, and moreover
robustness and reliability – but I can see potential –
indeed my concerns may be overcome once I have
more experience of this as a method for delivering
true insight (rather than just data).
Client Reservations: Maybe one day, but...
Paul Hardcastle,
Insight Manager
Yahoo! Europe

1. Small Screens
2. Short Attention Spans
3. Lack of familiarity

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Maximising the
Effectiveness of the
“In The Moment”
Medium
Case Studies

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.

Source: Sparkler/Channel4
Text task/Questions

Source: T-Mobile
Auto-Coding
Quick Poll
Closed
and
Opens
Same pattern but higher ratings
Direct Action

48
Q1000
Every week Fly conducts an omnibus to its rapidly
responding
Teen Panel
Young Professionals Panel
of 11-25 year olds with 1000 balanced responses
guaranteed!
Notify Fly by Monday evening to include your questions.
Surveys are answered on Wednesday/Thursday with
results delivered on Friday!
No other omnibus responds so well and so rapidly…..but
then no other omnibus has the dual benefit of youth
and mobile phone technology creating a more
representative sample that can be achieved with on-
line research….and more rapid response.
Q1000
Every week Fly conducts an omnibus to its rapidly
responding
Teen Panel
Young Professionals Panel
of 11-25 year olds with 1000 balanced responses
guaranteed!
Notify Fly by Monday evening to include your questions.
Surveys are answered on Wednesday/Thursday with
results delivered on Friday!
No other omnibus responds so well and so rapidly…..but
then no other omnibus has the dual benefit of youth
and mobile phone technology creating a more
representative sample that can be achieved with on-
line research….and more rapid response.
Q1000 Panel/Omnibus

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Mobile Web
Best for Inviting or
Intercepting Users of
Mobile Websites

In the moment for mobile users/surfers

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Mobile Apps
Deployed on selected
mobiles, can deliver
rich relevant
survey experiences

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

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

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

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Mobile Qual
Rich & Rewarding

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

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

Qual: Life diaries
Source: Fly Research

Source: OnePoint Surveys
Picture capture, whenever, wherever

Source: GlobalParkPicture capture, whenever, wherever

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
So What’s Next?

What’s out there for mobile?
Full internet surveys
Location-Based Research
Richer & richer experiences
New methods…
Better devices and screens
Standards

Full mobile web
Richer & Richer

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

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.
Opportunity: LBR

Location detection AND tracking

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

Partner credits - thank you
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
The following companies/events helped in the preparation of this session...

Mobile World 2010
Dec 2010
Scott Dodgson
www.SKOPOS.info
Thank you

Presented @ International conference on
Market Research in the Mobile World
2 & 3 Dec 2010, Berlin
For more information
Please visit: http://www.merlien.org

The future is in their hands illumination methods

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