A case study in the evaluation and implementation of a mobile research offering

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• _{162 million smart phone handsets}

will be in use in the U.S. by 2015.

• _{Consumers habits for media}

consumption are changing.

• _{Their expectations of service}

providers are increasing.

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“ It’s amazing how many surveys are programmed to

close when they realise [the respondent is using] a

mobile.”

Guy Rolfe, Mobile Knowledge Leader, Kantar.

But neither is it smart to exclude them simply because the survey then behaves in a way that does not let them continue, or which makes it difficult for them to select some responses. It is no longer safe to assume survey participants are using a conventional

browser as their preferred means of accessing the Internet…”

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% adults living in wireless-only households, January 2007-June 2010

Source: Wireless Substitution: Early Release of Estimates From the National Health Interview Survey, January - June 2010

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1.

Young adult research

2.

Longitudinal diaries of behaviors and attitudes

3.

Measuring advertising effectiveness across all digital

platforms, including mobile

4.

In-the-moment shopper insight and occasion based

research

5.

GPS location - promotion capture research

6.

Mobile ethnographies and other tightly integrated

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Evaluation steps

1. Executive sponsorship

2. Identify client key business

drivers with respect to mobile

3. Review deployment options

4. Determine key criteria

5. Consider build vs. buy

6. Market scanning

7. Staff education

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Evaluation steps

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Evaluation steps

2. Identify client key business drivers with respect to mobile

• Product purchase decisions at POS

• Online ad effectiveness

• New product discovery

• Occasion based activities

• Mobile app usage

• Possible cannibalization of other media

• Ethnographic based research possibilities

• Product usage through mobile diaries

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Evaluation steps

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Evaluation steps

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Evaluation steps

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Evaluation steps

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Evaluation steps

6. Market scanning

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Evaluation steps

6. Market scanning

7. Staff education

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Success would be determined by seeing if

people would:

• _{download a mobile survey app}

• _{take the survey}

• while performing a real-time task

• _{give us photos}

• and answer detailed open-ended questions on their personal

mobile phone

• _{all in an effort to obtain new ingredient and/or product ideas for}

the client

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Questions asked:

a) What the respondent was currently baking

b) Who the baked good was intended for

c) The recipe of the baked good

d) How baking the item made the respondent feel

e) How the ingredients were chosen

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•

_{10,422 panel members screened}

•

_{4,966 panel members responded within 7 days}

•

_{33.8% members qualified & opted in for mobile research}

•

_{In-survey completion rate of 47.6%}

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Holiday baking

Need

Better understanding people’s holiday baking activities

Need

100 US residents from the representative panel

Scope

Multiple smartphone platforms

Exercise to document baking activity

Implementation

Results

10,422 invited to screen 47.6% response (4,966 members over a 7 day period)

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Holiday baking

1. Discovery of a baked item to focus on as a business expander

2. Holiday ad messaging implications were

crystallized: focus on this particular baked good as a way to capture the holiday baking share of volume

3. Also identified healthy ingredient messaging opportunities

4. Client-manufactured ingredients were identified that would

enhance the emotional

involvement of non-scratch bakers 5. Themes emerged for future

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• Respondents enthusiastically documented their engagement with the holiday baking process.

• The photos showcased an

emerging group of ‘baked good givers’, a useful profile for marketing

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•

_{Recipe sharing via open}

ended text was strong,

even though it is a highly

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•

_{Interest among respondents in the mobile research method}

was strong.

•

_{It created a positive brand perception of the client to the end}

customer.

•

_{Client has richer information about the attitudes,}

environment & behaviour of their market.

•

_{There were no issues with downloading the app or any other}

technical obstacles which might skew results.

•

_{Knowledge Networks has a new methodology to pursue as a}

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Knowledge Networks

Patricia Graham

[email protected] www.knowledgenetworks.com

Techneos

Sean Conry

[email protected] www.techneos.com Please get in touch