1. MRS Webinar - November 2012
Mobile-Based Research
Options & Best Practice
Hands On Research Is Here
But How Do We Handle It?
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

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3. MRS Webinar - November 2012
Introductions
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

4. Scott Dodgson
Director - Research, Insight, Consulting, SKOPOS market insight
Ever since his first experiences with the humble ZX81 back in the early eighties, Scott has been fascinated
by technology, and its various applications. Over recent years, he has been absorbed by understanding how
consumers interact within the digital space - the convergence and connectivity between network
platforms, technologies and digital media; and in providing clients with actionable information on the
emerging, and evolving, opportunities and challenges this presents.
Scott’s core expertise lies in the digital, retail and technology worlds, and in helping clients from within
these sectors gain a better understanding of the perceptions and behaviours of the connected shopper in
their digital and non digital ecosystems. Over the years he has helped to realise projects for a wide range of
clients across consumer and B2B markets, including: Bank of America, ghd, McDonald’s, Genworth
Financial, Coca Cola, Royal Mail, DHL and many more.
Paula Juson
Director - Research, Insight, Consulting, SKOPOS market insight
Paula is an expert in the field of online qualitative communities, i-forums and ethnographic f2f / video
studies - running alongside the more traditional quantitative methodologies. She views mobile research as
a powerful augmentation tool that can deliver, not just ‘in-the-moment’, but ‘in-the-emotion’, feedback –
helping to provide ‘real’ consumer illumination.
Over the last 15 years she has conducted research across a wide range of sectors and genres, helping
clients such as Yahoo!, William Hill, Tesco, Halfords, O2, 888.com, Asda, etc. with their research needs. This
has included customer experience optimisation (across digital and non digital channels); ideation &
proposition development; as well as various U&A studies - incorporating behavioural segmentation.
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5. & mobile for over 10 years
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6. MRS Webinar - November 2012
Session 2
More Detail on Mobile Research -
maximising the effectiveness of
the “in the emotion” medium
- Getting it right
- Case Studies
- Where next?
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
SKOPOS market insight
www.SKOPOS.info

7. Source: ComScore, November 23rd
2010
iPhone 5 to be
launched
late 2012?
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8. Short surveys
Quick polls
Ad hoc
Tracking
Verbatims/Opens
Access Panels
Bespoke Panels
Omnibuses
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Verbatims/Opens
Txt-depths
Vox-Mobs
Life Diaries

9. Reminder: Best Practice Guide
1. Ensure mobile method fits with audience/topic/client
2. Keep Surveys Short & Simple... 5 questions?
3. Engaging (Reassuring) Invites (+ opt-in)
4. Meaningful Incentives/Rewards
5. Keep Respondents Engaged (flow and above)
6. Plan and work around country variations
7. Consider and work with best (technical/panel) partners
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10. MRS Webinar - November 2012
10
Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Quant
Fast & Effective
SMS / Text
SKOPOS market insight
www.SKOPOS.info

11. Text survey
advertised on
hospital walls.
Incentive?
Free?
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12. OPEN
SCALE
LOCATION
RATINGS
6 QUESTIONS
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13. 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.
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14. Text task/Questions
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Source: Sparkler/Channel4

15. Auto
Coding
Quick Poll
Closed
&
Opens
Same pattern but higher ratings
Direct
Action
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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.
Panel/Omnibus
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17. MRS Webinar - November 2012
17
Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Web
Best for inviting or
intercepting users of
mobile websites
SKOPOS market insight
www.SKOPOS.info

18. In the moment for mobile users/surfers
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19. In situ
& on-site
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20. MRS Webinar - November 2012
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Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Apps
Deployed on selected
mobiles, can deliver
rich relevant
survey experiences
SKOPOS market insight
www.SKOPOS.info

21. Embedded or downloaded
java-apps can provide more
visual ‘animated’ surveys
for event-driven (activated)
or in the moment polls and
CustSat.
Mobile Apps
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22. Mobile Apps: Case Study
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 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.
SKOPOS market insight -
Network & Handset-Maker

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DIY iPhone Apps

24. Source: Research Live, May 2010
iPhone Apps
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25. • Just like mobile ads, surveys are embedded into related
mobile apps
• A “litmus test” before launching full-scale
(higher budget) research
• A response rate of 6-16%
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27. Customer journey
Absorbing
Planning
Obtaining
Sharing
How encountered?
Which brand
encountered?
How this makes
you feel?
What did you do as a
result of the encounter?
trigger
trigger
trigger
trigger
I am not
interested
I am
interested
Questions asked at each
brand interaction:
The physical location of all brand
interactions are mapped
Through the use of the mobile platform, we can now
physically map the customer journey - asking participants
to record each brand interaction (and the action taken) in
relation to a specific category (e.g. utilities).
I’m an
advocate
Paths to purchase
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28. MRS Webinar - November 2012
28
Scott Dodgson MMRS
Paula Juson AMRS, AQR
Mobile Qual
Rich & Rewarding
SKOPOS market insight
www.SKOPOS.info

29. Qual: What are the Options?
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30. Embracing the innovative - not as a replacement, but as an augmentation
Qualitative: Beyond Questionnaires in Armchairs!
Capturing the mood/emotion and how
it impacts upon consumer attitudes
and behaviours
Social insights
 Peer-to-peer research
 NPD activity
Mood - in the
emotion - Research
Studying consumer
behaviours, opinions, motives &
concerns in a digital environment
Netnography
Co-creational
Exploration
Tasks can either be show &
tell/describe or filming/sharing
Pre-recruited participants blog/video
about specific activities/experiences
Mobile
Ethnography
Smartphones now facilitate the ability
to access the immediate impact, context
& emotion of events and activities
Mobile Qualitative
Digital Blogs &
Video Diaries

31. 24/7
Open
Exchanges
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32. VoxMobs
VoxPops
over the mobile
Panel required
with correct tech
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33. Case Study: Skype Vox Mobs
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.
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35. Qual: Life Diaries
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36. Source: Ipsos
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37. Picture capture, whenever, wherever
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38. Picture capture, whenever, wherever
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39.  i Communities™ mobile are online platforms where consumers can engage in research
anytime, anywhere with an app on their smart phone
 Discussions, flash polls and mobile-enabled surveys
 Makes it easy for consumers to spontaneously share
what’s on their mind

With photo and video upload,
research communities
become an even more vivid
reflection of consumers’ lives.
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40.  Reach your community members in real-time via push notifications
 Branded mobile app to engage your users
 Build your reward inventory - you define how your users get rewarded
 Run location aware research projects
Apps for all leading
software systems
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41. MRS Webinar - November 2012
41
Scott Dodgson MMRS
Paula Juson AMRS, AQR
So What’s Next?
SKOPOS market insight
www.SKOPOS.info

42. What’s out there for mobile?
Full internet surveys
Location-based research
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.
Richer & richer experiences
New methods…
Better devices and screens
Standards
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43. Richer & Richer
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44. With Older Phones,
switching to Online was preferred
With iphones, staying mobile is preferred
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45.  Personal Interviewing reinvented
 Multimedia interviews possible
 More do-it-yourself surveys
 Increased respondent co-operation
 More embedded market research
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46. Location-Based Research
(detected and/or triangulated)
Opportunity: LBR
NB: Location-based Research (LBR) is 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
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47. Location detection & tracking
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48. Multi-mode, more & more
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49. Fusion & Linkage: Video Pen Portraits
SKOPOS Kwal Unit conducting large-
scale multi-phased research for Global
Bank.
Qual Stage involves Focus Groups
combined with Online Diary and Mobile
Pen Portraits.
Each respondent provides 5 min ‘meet
me’ video profile to complement the
other findings.
SKOPOS market insight
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50. WAP survey & online forum
Source: Kantar Media online community discussion among England
football fans following the World Cup, 10-14 November 2010
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52. Automatic capture of data on the mobile – similar to cookies on PC/web
Passive Measuring
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53. SKOPOS MTrack
TM
UK active
digital society
Heard of augmented reality
16%
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54. Reminder: Best Practice Guide
1. Ensure mobile method fits with audience/topic/client
2. Keep Surveys Short & Simple... 5 questions?
3. Engaging (Reassuring) Invites (+ opt-in)
4. Meaningful Incentives/Rewards
5. Keep Respondents Engaged (flow and above)
6. Plan and work around country variations
7. Consider and work with best (technical/panel) partners
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