Editor’s Note: Here is the final session by session review of the Market Research in the Mobile World European conference. You can find coverage of Day 1 here. You can also get the take by Dana Stanley of Day 1 & Day 2 to augment the review provided here by Adam Warner.
Don’t forget that we’ll be holding Market Research in the Mobile World North America July 18/19 in Cincinnati. That event will not be a repeat of the European Conference, but instead will build upon the key themes and takeaways from the European conference while focusing on how new research technologies are delivering business impact and transforming our industry.
By Adam Warner of RW Connect. Illustrations by Betty Adamou
It’s day 2 of the Market Research in the Mobile Word in Amsterdam and judging by the meeting room this morning the Research Club party last night was a great success.
Does it work? Yes! The impact of mobile advertising
Kay Schneemann kicks us off as last nights revellers trickle in. Gruner + Jahr have been working on a study looking at the benefits of mobile advertising on a selection of known and unknown brands. Testing in control and experimental groups with the brands Lufthansa, Marc O’Polo, DKV and Nivea, as well as unknown drinks brand Kinnie.
In their testing they found that ads displayed on the mobile are noticed and in some cases awareness even doubles. Not only that, in all campaigns the recognition value for the ad was increased considerably. This was the same for both known and unknown brands.
Kay then demonstrated that mobile advertising promotes the brand image but if you can target those ads through location, it means greater efficiency.
Web Tracking and Privacy: where do we go from here?
Now with a suitably full room it was on to Simon van Duivenvoorde of passive measurement company Wakoopa. Simon started describing the internet as fragmented and our consumption of online can be referred to as information snacking. The problem with information snacking is that it leads to data obesity
The big data we find ourselves with has forced a fundamental shift in MR along with the other big issue which is privacy, particularly when it comes to mobile research, as mobile is close to us all the time.
The consumer puts a great amount of value in their privacy and legislation followers. But this can force innovation; the cookie legislation is a great thing to have happened. The data was not good and it was not transparent, but we would still be using that data if nothing had changed.
Consumers are beginning to understand that their data is valuable. We need clear, honest transparency. You will see a shift in the next few years for people to leverage their data in exchange for things. Simon calls it the monetisation of privacy.
Augmented reality and the new convergence
After the usual round of polemics you get after any presentation or discussion on privacy in market research. We moved swiftly on to Andrew Reid and augmented reality. Andrew started with a brief overview of the mobile advertising market telling us that mobile traffic has tripled since 2008 and now 15% of Google searches are now done through mobile, apsend is huge but at the moment it’s very much a “spray and pray” model.
The advantage with mobile panels is that that with all the basic data captured it gives a greater opportunity to keep surveys shorter and reducing the field windows. Panellists can also participate when it’s convenient for them, which in turn gives us better data.
Moving onto the main subject of the presentation Andrew described augmented reality as the real world “augmented” by computer generated sensory input. And asked whether it could work in the context of understanding brand awareness and consumption and help FMCG companies.
Andrew went on to outline examples of how AR could be used. Like much of what we have heard over the past couple of days, the real benefits of using mobile is real time data collection, an ability to dispense with ad recall surveys, allowing consumers to record their interaction with brands as they happen. Creating better links between brand encounter and use and providing the all-important context.
Converting traditional research to mobile methods: Tips, tricks and what’s next.
Kristin Luck of Decipher in the US spent some time advising us on how you take a traditional online survey and turn it into a fit for purpose mobile survey.
Decipher found that 25/30% of their respondents were coming to their online surveys via a mobile platform. So they needed to look at providing those respondents with surveys that were tailored to their access platform of choice. Mobile survey takers are slower, shorter answers to open end questions, but show no clear differences in satisfaction ratings.
Kristin went on to describe some of the challenges surrounding the mobile survey, in particular the age-old issue of privacy. She gave us two acronyms to help guide us:
O – Online tracking data
M – Meta-data in photos
G – Geo-location
W – Wandering device IDS
T – Too complex privacy polices.
F – Fees for SMS and data streaming
She went on provide a few tips for keep mobile surveys short
- Limit survey length – roughly 10 questions
- Limit number of total pages
- Limit the number of text boxes to 1
- Avoid “other specifies”
- Avoid ratig scales & grid questions
- When using grids, limit to 3 columns or less
- Keep column text short
- Keep topic to the point, limit iterations.
She finished with the adage- Never be afraid to try something new. Amateurs built the arc, professionals built the titanic.
Mobile as a means to a greater relevance for market research.
Aaron Pazurik started with the suggestion that only 15% of researchers adjust their online surveys to make them suitable for smartphones. He went on to provide examples of ill-fitting mobile surveys including one with an unsuitably large grid on the small device screen.
Aaron then continued by providing examples of surveys that have really harnessed the functionality. Such as doctors being given the opportunity to respond voice recording, and Best Buy’s ability to respond quickly in real-time to negative responses on CS surveys. It’s important to “respect the value of an opinion”.
Aaron finished with the example of an app that helps people quit smoking. Cravings are recorded as soon as they happen, which not only provides the company with valuable data on respondent cravings but is able to provide the user with hints and tips on quitting.
Where do mobile insights go? Capturing and analysing mobile data in the moment.
In the final session before the association round table, Anne-Marie O’Sullivan of Qualvu extoled the virtues of mobile video-based qualitative research. This method ensures the respondents are engaged and involved in what they are doing. It’s uninfluenced and more flexible than text based response and more emotional and free flowing. Video qualitative is the future.
This digital empowerment means we have access to so much real data with context. We can be anywhere in the world at point of purchase with the consumer. However the flip side to that is that it also generates a vast amount of data. We are “drowning in data, yet starving for insights”
Collaboration with the client must be innovative and vibrant as the data collection. Immerse them in organised mobile input, engage cross-organisational stakeholders and increase your impact with mobile.
The Role of Trade Organisations in the new market research paradigm
The final session of the morning was a round table discussion on the future role of MR associations. We were lucky enough to be joined by representatives from ESOMAR, BAQMAR, MOA, MMRA and the MRIA
The big challenge, as realised by members of the panel was the need for industry associations to work together. Mike Cooke (ESOMAR) voiced the strong need to make sure we come together, united to deal with these issues. And these issues start with legislation and how we work together as a community to address that.
Tom de Ruyck (BAQMAR) agreed that collaboration is key. He even went on to say that when it comes to guidelines we should presenting one set, not several different guidelines put forward by separate associations.
Wim van Slooten (MOA) suggested that one of the biggest concerns comes from companies involved in emerging technology which do not consider themselves part of the MR industry. These “cowboys”, as he put it, need to be educated on the important aspects of our industry such as privacy. Mark Michelson (MMRA) supported this, suggesting we should also be collaborating outside of the industry, in particular tech companies. We are stronger together than we are independently.
On the subject of emerging technologies, Mike suggested that we must be aligned to peoples lives. We need to be relevant, so must embrace all new technologies. As we collect more passive data we have to make it very clear and understandable what we’re doing and what we’re collecting. And we’re not the only industry failing at this. Tom added to this saying that technology changes how we behave and that changes how people want to communicate with brands. We talk too much about these things and we need to move quicker, put dogmas aside or we’re at risk from cowboys.
Sandy Janzen (MRIA) addressed the issue of legitimising new methods. Associations should have a focus on educating as well as legislation. This was echoed by Mark and Tom.
Mike Cooke went on to state that we haven’t done enough to engage with clients. ESOMAR has started to think of a new structure for companies. In the “House of Research” ESOMAR are creating rooms for associations, research companies, clients, news & media and facilitate conversation. The new architecture is a real step forward, the world has changed and we need to move with it.
The question was put forward about the future of best practice guidelines. Tom said that we’re at a point were methods are now blended. Separate guidelines might not be the best way forward. Mike Cooke went on to add that guidelines need to become more flexible and modular. The first mobile guidelines produced in 2010 only refer to SMS and voice, which means within 2 years it’s completely out of date. However, we can’t base self-regulation on the newest gadget. Sandy stated that we have a responsibility to the public to protect them. And yes we need fundamental guidelines.
To finish the session the panel were asked what the additional roles of a trade organisation are. This question produced varied responses but all legitimate. Mark claimed we’re here to help grow the business and be successful, whereas Mike put the priority in education, stating that training is the biggest single failure of the industry. Tom said we should be curators letting the industry know what is new and important, what’s best practice and what’s not.
Mobile goes parallel: exploring ways of integrating surveys into mobile landscape in Russia
After lunch we kicked off with Mikhail Zarin and Artrem Tinchurin of Mobiety and Tiburon Research respectively fresh from Russia with some interesting results of their foray into mobile research. Mikhail started with an overview of the current state of mobile in the country. 84% of Russians have a cell phone and 20% of the population browse online with their mobile at least once a month.
Taking over from Mikhail, Artem went on to detail a recent study they ran to compare various forms of mobile research. The 5 studies they carried out were:
- Mobile CATI – Voice interviews on a mobile
- CAWI access panel – WAP surveys to members of an access panel
- SWAI access panel – Smartphone surveys to members of an access panel
- SAWI River – Smartphone sruverys with respondents invited from mobile top-up boxes
- SAWI spam – Smartphone survey sent to a mailing list.
The response rates were highest for the CATI Interviews at 52%. The response rates for the SAWI river and SAWI spam were the lowest at 2% and 0.3% respectively.
The key findings of the study were that the access panel was technically workable but the sample is biased to more affluent and active people as was the SAWI river but with such a low response rate and differences depending on the “river” chose means that further research needs to be done.
Delivering continuous brand reputation tracking in online dashboards: combining new modular survey design and “Big Data”
David Brudenell of Pureprofile continued the afternoon sessions with a look at a recent project Pureprofile had carried out with Lonergran Research in Australia which saw them create a low-maintenance reputation index for banks, allowing for daily or week reputation data.
David claimed the traditional MR value chain was dead and that collection and analysis premiums are gone. He went on to state that traditional skills can be hard to mesh into the technology we find ourselves faced with, but the age old research pressures still apply. Focus is still on speed, cost and confidence in the insights.
In creating the reputation index they applied old school rigour and traditional sampling rules to create a modular tool that requires only 40 hours a year to maintain ensuring it’s profitability. The top tips he gave for creating such a tool were:
- Find a big data source
- Apply old school rigour
- Link data to everything possible
- Collect meaningful data in modules
- Automate it
- Syndicate it
Developing a mobile platform tool for assessing consumer emotional states in target lifestyle moments
Emotions are critical to retail experience management, but the barriers to emotional insight are significant so says David Forbes, CEO at Forbes Consulting who brings a touch of neuroscience with him this afternoon. Respondents can often have issues in communicating these emotions, whether it’s because they “won’t Say” (unwilling) or “can’t say” (unable to articulate those emotions).
Partner this with the fact moods and emotions often quickly fade, means that capturing those emotions can be a difficult task.
David talked about techniques for directly accessing the emotional brain and creating an emotional vocab to help researchers do this. Going on to say that the emotional reaction occurs in the brain within ¾ of a second.
In David’s research they took hundreds of images and validated emotional meanings to them in advance. Next, they would point the respondent to a point of their life and prime them with a dangling sentence. The images would then appear on the phone and the respondent would have to choose the one that resonated most their emotion.
They tested this on 1,400 consumers to gather data on emotions raised when shopping at particular stores, whether boutique and department store or mass-purchasing stores such as best buy. By using this technique they were able to create in-depth profiles of particular shoppers and tap into the emotions felt by those consumers.
Reviewing core futuring and scenario construction tools that leaders can use to pressure-test their strategy
Robert Moran of the Brunswick group was next to take the podium to tell us the future will be more discontinuous than the past. As a futurist Robert’s job is to discover the probable and plausible.
Robert started with the 6 D’s that will change commerce and eventually MR
- Disruption Ethos – disrupting competitors
- Disintermediation – remember travel agents? Process gatekeepers watch out
- Digitalisation – everything online
- Dematerialisation – smaller products, less material
- Democratisation – crowdsourcing, crowd funding
- DIY – niche products, the maker movement
According the top two drivers in the industry to take into account are:
The survey will not die but will move beyond the survey to SM listening, observational and co-creative (MROCS0
Research spending will shift towards the emerging economies.
With the 5 mega trends for industry being:
- Data abundance – rate-ocracy
- Asking observing shift – Listening posts and feedback loops
- Democratisation – UGC, co-creation and predictive markets
- Convergence – domain, tool and data
- Strategic Imperative – evolving value in a data abundant world
Going on to add that research needs to move from collection to filter. Three of the possible futures could be:
- Power to the people – co-creative design communities replace traditional market research.
- Portal power – all key consumer data is integrated in a single online portal
- E-Agency – MR firms replaced by e-lancers
The best way to predict the future is to make it.
“Always on” mobile research communities: making research Fun
“Qualitative is about digging deep” stated Elias Veris of InSites Consulting and fellow RWC blogger. InSites have been lauding MROCs for some time now, why? Well according to Elias it has the benefits that there is already some level of engagement and are long term, breaking the traditional barrier you had in focus groups, which was time. In addition the feedback is unsolicited and maturated.
InSites use a gamification system to allocate points to participants that share content to “level-up” and unlock incentives. They also run challenges, asking members why their city is the coolest, sparking a flood of images, video and other content.
In a world where no environment is 100% device free, mobile allows instant contextual participation from members of the MROC. It’s also incredibly convenient for the members. Elias went on to say that we should not shift everything to mobile, but allowing the option can lead to increased engagement which then provides an infinite loop. The more content they share, the more engaged they become with the platform and the more they want to share in response.
Think Big! How global “cloud & crowd” computing of social & big data will impact your life and work.
The final session of the day was from Pakistani entrepreneur Imran Anwar, although not a futurist, Imran has a track record of being at the forefront of innovation, credited as the “father of the internet email system” in Pakistan as well as introducing global branded credit cards to the country’s banks and customers. He came to us today to talk about some of his thoughts for the future of market research.
Imran started with some of the basics of innovation in today’s environment. The pace and quality of innovation is exploding and is due to become even quicker off the backs of previous innovation and we’ll see developments in one industry ripple into the next helped by the enormous rewards provided to true innovators.
People are untethered from physical spaces and as trickle down technology is entering the market place at faster rates and lower prices former 3rd world countries and now at least “2.5th world”. This provides us with a deluge of data where everything is connected and everything has value and can be harnessed by the industry.
But there are challenges to the industry, some that are relevant now. Everything you try and sell online is likely to be given away for free by another competitor. This freemium business model will not last forever but as it runs it’s course it will destroy many businesses on the way. Businesses have to rethink their models, one model is not enough, and to succeed you will need to be working with multiple business models.
So how can research respond to the challenge? Imran said you need to send out an “SOS” be a conduit to a social operating system, the cloud is everywhere and big data is an opportunity not a challenge. The future is bleak for those with blinders on, but extremely bright for those that can help design the future
But research can’t sit on the fence too long, there are other industries out there waiting to eat your lunch.
And so concluded the MRMW Europe 2012 conference, an intensive 2 days with over 30 presentations. And the key takeaways? Well again and again throughout the conference, the magnitude of the mobile market was illustrated and if the trends are to be believed mobile devices will soon not only out-number static devices but also people. The industry has a huge opportunity to further engage with consumers and really connect with them in real time. But we need less talk and more action, there are other emerging industries and technologies waiting to pounce, the market research industry has the chance to create its own future, but we need to stand up and grab it.