2012 BEST PRESENTATION ESOMAR 3D
2012 seems to have been the year of mobile. Smartphone penetration has boomed, mobile marketing budgets grew exponentially, and in the US alone, the app economy created about half a million jobs (Mashable, 2012). In the slipstream of this, the market research industry is keeping a close eye on the ball. Both on the technology and the methodology
What to expect?
side, we see that our research toolbox is mobileenabled. Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion. In this paper you will read more about the benefits of mobile
surveying beyond the tool, about the use of mobile in Market Research Online Communities (MROCs) and about how research can help you with your mobile marketing.
The mobile research quiz As a preparation to the ESOMAR 3D conference, we organized a short quiz in order to test the knowledge of the market research industry about mobile research. Check out the results further in this paper.
Never took a mobile survey before? Test you knowledge on mobile research. Go to this website or scan the QR code below.
Overlooked benefits of mobile surveying Many discussions on mobile surveying focus on the survey as a tool and on making the shift from an online to a mobile survey. However, we feel that some key advantages are often forgotten when it comes to the benefits of mobile surveying: data quality and benefits for recruitment.
The benefit for mobile surveying for data quality Mobile is often put forward as the remedy to avoid recall bias with participants. Recall bias is a type of systematic bias that occurs when the way a survey participant answers a question is affected by the participant's incorrect memory. One of the factors influencing recall bias is the time elapsed between the actual experience and the reporting of that experience. In other words, it is crucial to be as close as possible to the experience one wants to measure (Wilton & Polovitz Nickerson, 2006). The link with the power of mobile is obvious: the device
that is always in people’s pockets can be an intuitive tool for reporting the experience, which will positively influence data quality.
The number of questions one can ask through a mobile device in the heat of the moment is limited. There is a lack of understanding of
which types of questions are highly impacted by recall bias. Literature suggests that the data quality gained by taking the survey in the heat of the moment is higher for specific types of questions. On the one hand, studies (Melton et al, 2011 & Lee, Hu and Toh 2000) found that we have a tendency to underreport real objective behaviour over time (Lee, Hu and Toh 2000). On the other hand, when it comes also to the recall of our emotions and attitudes, consumers typically are poor witnesses of their own behaviour. Therefore it may also be the case that measuring attitudinal information like satisfaction questions or brand attitudes differs in the heat of the moment.
The benefit for mobile surveying for sampling Apart from data quality, mobile also has a potential from a sampling perspective. Within the online research space - especially when considering online surveys - we see that the majority of projects use a panel-based sampling approach. One clear advantage in comparison with offline data collection from a business perspective is the lower cost and effort required to collect and input data. On the other hand, in some instances offline recruitment methods have the advantage that less filtering is needed; the people who are recruited in a supermarket will have something to tell you about that supermarket. Especially when looking for users of a product or service or for people who were exposed to a certain ad, you end up with a 100% relevant sample. It is at this intersection of
online and offline sampling methods that mobile plays a potential role.
By intercepting people via a cue (poster, flyer, etc.) in a public place we can invite them to take a survey on their own mobile device. Additionally, this way of sampling can be very convenient for participants. There is no need to sign up for a panel and to endure regular mails about research; one participates when one chooses to. There is however also a drawback of recruiting consumers on the go. While, as described above, the sample will be 100% relevant, there are potential
representativity issues. Those people who are willing to participate are possibly smartphone- and mobile-savvy and are therefore not inhibited by the constraints of having to scan a QR code or type a code into the mobile browser. Also, we could ask ourselves to what extent this sample is representative when it comes to brand identification or (socio)demographic profile. We may be attracting merely youngsters or brand fans with these recruitment methods.
Fashionable research We set up a project in collaboration with Andres, a manufacturer of women
fashion in the Belgian and Dutch markets. The first phase consisted of an in-store recruitment by means of QR codes and
links deployed in the shops. This in-store questionnaire consisted of: • Objective questions: in order to provide a test case, we decided to test the recall of shoppers for two shop characteristics. We asked them to report on the number of fitting rooms in the shop and measured recall of an instore promotion where a belt was added for free to a chino purchase. • Attitudinal questions: we measured both general satisfaction with the experience in the shop as well as satisfaction with specific elements of the shops. • Methodological questions: we asked participants where they completed their questionnaire in the shop and investigated if they could be interested in participating in follow-up research. Fig: Posters used for recruitment via a unique QR code and a link
Secondly, shoppers received a follow-up survey via e-mail, in which we tested the recall effect, the profile of the participants and the participant experience with this new type of research. We also benchmarked the results of our mobile experiment with a sample of Andres clients who were recruited via their database.
Fashionable results Success of the in-store recruitment In-store recruitment can help significantly to find shoppers that recently visited a Xandres or Hampton Bays store. It seems that mobile is a good way of finding users of a certain service or product. However, we also had less control over the field. Moreover, we should keep in mind that people recruited in a shop only answer a few questions, as a mere 25% of the participants recruited in-store participated afterwards.This meant that we needed to start from a much bigger sample to reach the same amount of information in comparison with recruitment on a database
Participant experience To assess the participant experience, we dug into the verbatim answers given by participants when asked to evaluate their experience with this research. We found mixed results. People find it positive that market research is ‘adapted to new
technologies’ and state that this is ‘much better than pen-and-paper surveys’. Those with negative or mixed feelings referred mostly to the follow-up questionnaire, evaluating it as either rather lengthy or as annoying as it repeated questions that had already been asked in the mobile part. If we look at the intention to participate in further research in the future, 84% of participants indicated being willing to do so.
Quiz result What percentages of the consumers who were recruited in the shop actually participated in the follow-up survey afterwards? • • • •
10% 15% 20% 25%
Fashionable results Critical success factors The effort for in-store recruitment was significantly lower than the recruitment via database. Once the flyers and posters were available or hung up visibly in the shop, the fieldwork basically completed itself. However, it appeared to be crucial to have
the local shop manager on board. For this purpose, we made a „Frequently Asked Questions‟ document which was sent to all participating shop managers and we adapted the look&feel of the recruitment material to the brand. We found that a combination of QR codes and text links thus works best to persuade participants to take part in mobile market research. What is striking, however, is that 90% of the links/codes on flyers were used when people had already left the shop. In other words, some responses were not given in the heat of the moment, but only afterwards. Therefore we
should be careful in selecting our promotion material and adapt our message and channel (flyer, poster) to the desired participant behaviour.
Fashionable results What questions should you ask in the heat of the moment? One of the benefits of asking questions in the heat of the moment is that we can avoid the recall effect. In our research, we tested both the recall for attitudinal information and for objective information: • We tested the recall bias for satisfaction questions. Both in the within and in the between subject comparison, we found little confirmation of this hypothesis. The results show us that we would have drawn the same research conclusions independently of the recruitment questionnaire. We were not able to find any recall bias for attitudinal information. • In order to test the recall bias for objective information, we compared the question on the number of fitting rooms (between 3 and 5 depending on the store) and whether any special marketing action was on display. We found that 27% of respondents reported a different number of fitting rooms when answering in the shop vs. when answering afterwards. However, every single respondent who noticed the marketing action (8/19) (a free belt with a chino) recalled it later. We believe that these results could easily be explained by taking consumer engagement into account. Since shoppers are very likely to be engaged with the kind of marketing actions where one can obtain something for free, a high recall of this type of objective information is no real surprise. However the recall effect of low-involvement objective information - in this case the number of fitting rooms - is larger since there is no benefit for consumers. The results suggest that when assessing objective, behavioural information,
especially in the case of low-involvement product categories, we should be careful when asking consumers to report post-hoc.
Quiz result For which type of questions is there a difference between on-the-spot and post-hoc measurement? • • •
Only for questions about lowinvolvement topics Only for questions with high-involvement topics For questions with both low- and highinvolvement topics
Fashionable results Do we have representativity issues?
Quiz result The participants who were recruited via QR codes or leaflets had a specific profile. What characteristic were most diverging between them and the control sample? • • •
Socio-demographic differences Attitude towards the brand Attitude towards technology and mobile devices and gadgets
We also assessed the profile of the participants. While all respondents to the mobile survey obviously possessed a smartphone with a data connection, only 25% of participants in our benchmark condition had one. We compared the answer patterns for the smartphone owners (in-store recruitment or within the benchmark database) with non-smartphone owners. • The profile of the smartphone users in terms of being „technologically advanced‟ didn‟t differ at all between the groups. 21% of the mobile survey group indicated using their smartphone very frequently and knowing almost everything about it. For the “follow-up only” group, this percentage is 29%. The same similarity is observed at the lower end of the scale. Also for other profiling variables, like category interest, we observe little difference. As pointed out before, the evaluation of the in-store experience was not different between the groups either. • In terms of brand identification, those participating in-store showed a higher brand identification than the participants in the database (47% vs. 32% identification with the brand). • The biggest difference was found in age: through the database, we were able to find only 5% consumers aged under 35. In the in-store condition, 37% of our sample belonged to this age category. In summary, we do recruit a different profile through in-store
probing when it comes to socio-demographic profiling or brand engagement, but the sample is not necessarily more technologically advanced.
Using mobile in MROCs Market Research Online Communities (MROCs) are a hot method in today‟s research landscape. The physical process of participating in an MROC is quite straightforward: it is an online research method and thus consumers use a computer with keyboard in order to give their feedback. We see that, in various instances, the participant input consists of many words and really reflects the effort people put in. Currently, MROCs as a methodology are facing 2 main challenges.
Participating in MROCs is time- & place-bound
Challenge 1
The very act of participating in an MROC is very much time- and place-bound; it needs to be done on a PC and therefore participation can only happen if the participant can spend time on that PC. However, many of the interesting moments in the participants‟ lives take place at other times and in other places. If we truly want to connect with participants, we need to bring the MROC to the participant in these other contexts.
A shift from desktop to mobile
Challenge 2
We see an increasing shift from online time towards mobile devices. MROCs are built to get extensive in-depth input from participants. It is impossible to ask participants to provide that level of (written) detail on a mobile phone, given the limited real estate that is available for a keyboard. The shift from PC towards mobile devices is thus a possible threat for the future of MROCs.
The ‘friends with benefits’ approach In overcoming these two challenges, we believe mobile devices can help with what we call the „friends with benefits‟ approach. While for obvious reasons of depth and data quality an MROC cannot be conducted on a mobile phone only, we see an important role in adding a mobile component to the online MROC platform. Very specifically, we believe that a mobile MROC solution should have the following components: • Allow participants to keep in touch with the community (read what‟s happening there) • Allow participants to share (short) textual comments • Allow participants to share visual data (pictures)
A soup story Given the 3 components that we believe to be quintessential to a mobile MROC solution, we developed an application which does exactly that: it taps into the database of our online community platform and allows participants to see what‟s going on. Furthermore, people can share textual comments, pictures and videos, along with answering the occasional poll. The app is developed for iPhone and Android. Here are some screen shots:
Fig. Mobile application used in MROC communities
This application was launched in the „Come Dine With Me‟ community, a community for Campbell‟s Australia in cooperation with Direction First, with 50 participants aged 25 to 45. The community aimed at uncovering what
Australians have for dinner, what their cooking habits are and how they have evolved, and how people find inspiration for cooking. About half of the participants (20 out of 50) had a smartphone. The application was communicated via a blog post and newsletter, including a direct downloadable link. After the community, participants received a follow-up questionnaire to assess their satisfaction with the community in general and the mobile app in specific, including questions about how they felt the mobile app influenced their community contributions. The questions explicitly probed for participant engagement, facilitation of feedback and richness of feedback, in line with the hypotheses we formulated. All items were formulated on a 10-point scale, ranging from „Completely disagree‟ to „Completely agree‟. We also measured the impact indirectly by comparing the number of posts and the length of the posts from community members who used the mobile app to tap into the community with those of the non-users of the mobile app.
1. Mobile component increases participant engagement A mobile screen helps members to stay in touch We operationalize participant engagement in this case by two subdimensions: staying in touch with the community and spending time on the community. Two statements probe for these dimensions; the numbers between brackets correspond to the average score on a 10-point scale. • Using the application for the ‘Come Dine With Me’ research community really helps me staying in touch more with it (8.2/10) • Without the app, I would have spent less time on the ‘Come Dine With Me’ research community (7.4/10) Both statements clearly confirm that the mobile app increases engagement with the community. There is a small difference between staying in touch and spending time on the community; participants seem to find that the ease of staying in touch with what happens on the community is boosted, but some of them are not exactly sure that they would have spent less time on the community without the app.
Quiz result Do you agree with this statement: “Communities with a mobile version make members less engaged with the community”? • • •
Yes, that‟s a true fact No, there is no difference No, it makes them more engaged!
2. Mobile component leads to different data, not to more data The mobile app stimulates for more multimedia feedback
Quiz result And what about this one: “Communities with a mobile version lead different data, not necessarily more data.”? • •
Agree Disagree
Overall, the statement “Using the application for the ‘Come Dine With Me’ research community really helps me give more feedback towards the community” scores an average of 8.2/10. Furthermore, if we look at specific kinds of rich data, the following statements are relevant: „The application makes it easy to upload pictures to the ‘Come Dine With Me’ research community’ (8.1/10) ; „The application makes it easy to upload videos to the ‘Come Dine With Me’ research community’ (7.7/10). However, when looking at the behavioural data, we did not observe any difference between the number of posts by the mobile app group versus the community members who did not access the community via their mobile. Furthermore the length of the posts was only slightly different between the two groups: on average, 67 words for non-mobile versus 70 words for mobile. We did however find that more pictures and videos were uploaded through mobile than through the regular way.
A picture is worth a thousand words Although the community members thought they had provided more input, it seems this was not transferred in actual behaviour for textual input. However, the mobile app stimulates consumers to provide more multimedia feedback. It is often said that a picture is worth a thousand words. The richness of visual feedback may allow participants to express themselves better with less effort.
3. Mobile component results in richer data A mobile app enables members to share more contextual and personal data Richer data is operationalized by 2 types of richness: more personal data and more contextual data (= data corresponding with specific situations). Two items correspond to these two dimensions: • Because I had the application, I was able to upload more personal information about myself onto the ‘Come Dine With Me’ research community (7.4/10) • Because I had the application, I was able to upload feedback in specific situations while they were happening onto the ‘Come Dine With Me’ research community (8.2/10) Our analysis shows that especially the richness in terms of specific situations (contextual richness) is very strong. A lot of insights were generated into how participants were cooking, preparing and eating their food in real time. On the right is a collage of a small number of the pictures uploaded onto the MROC by participants, which served to generate insights into cooking habits. Their being uploaded was powered 100% by the mobile app.
Fig. Multimedia input uploaded via the mobile app
Mobile as research content When budgets shift towards mobile marketing and advertising, marketeers will be in need of deep insights into what mobile really is all about. But how can market research help brands with their mobile marketing challenge?
The Mobile Mindset Model Currently there is a lack of a strategic framework for mobile marketing. The role of research in this process is also unclear. In order to close the gaps, we created the ‘Mobile Mindset Model’ which can help brands engage
in mobile marketing and which points out the role of market research. The model is based on a mix of desk research of existing online sources (mainly blogs), a dozen expert interviews with people active in the mobile marketing industry (app development agencies, expert groups like IAB, advertising agencies and end clients) and a quantitative study among 800+ smartphone users in the UK, the US, the Netherlands and Belgium. The latter focuses specifically on the needs people gratify by using a smartphone. The mobile mindset model, shown below, gives a clear overview of what needs to be done in order to engage in mobile marketing.
Fig. Mobile mindset model for mobile marketing
1. Start with setting objectives .
Case study Kinepolis, a European cinema chain brand, applied this model to explore one possible way of tackling this issue.
1. The marketing objectives: These are linked to the marketing funnel and need to be outlined clearly before embarking on a mobile adventure. They can range from attracting new consumers to building a lock-in loyalty system. 2. The KPIs: how will success be defined? These come in 3 forms: • Intrinsic KPIs: How will you define success in terms of awareness, branding, purchase/trial and/or loyalty? These are the basic marketing objectives you set out to reach via your mobile strategy. • Learning KPIs: How will you define success in terms of skills acquired, learning's shared and experience built through your mobile efforts? These are the things you want to learn and remember for your future mobile strategy. • Change management KPIs: How will your mobile efforts help to give the company a more mobile mindset? Does it bring you closer to a higher change management goal, like being more consumer-centric? These are the things you want to change internally.
The Kinepolis application is in essence a basic application which shows users the films that are being shown in their favourite Kinepolis cinema complex. It is possible to look up more information about movies, watch trailers and view the schedule of movies. Aimed towards boosting loyalty, people using this app will be informed about what is „on‟ in cinemas. „More informed‟ should equal „more sales‟ in this case; knowing what‟s shown will boost the will to go to the cinema. An intrinsic KPI that Kinepolis
relies on is the Net Promoter Score (recommendation behaviour). Furthermore, the in-app experience evaluation and the usage of specific preference-based marketing features are key performance indicators for their mobile marketing approach.
2. Research 1.
Thorough knowledge about your brand DNA, both from internal and external sources. This is crucial to make sure the mobile solution fits closely with the brand.
2.
Existing consumer needs: what needs are consumers gratifying by using your brand? What needs are still open? Are there needs that mobile technology specifically can solve where previously this was impossible? [A good example here is the need of ‘finding good coffee in an unfamiliar part of town’, which was solved by Starbucks by integrating geo-location in their mobile application].
3.
Current mobile behaviour of the target group: what are brand/category users currently using on their phone? Is there a difference with general smartphone users? What operation system are they mainly using?
Integrating pre-research explicitly in this model makes not only for a more successful approach, but also constitutes a business opportunity for market researchers. Opportunities here range from mobile U&A studies up to an ethnographic approach that can help you detect new consumer needs, or a digital profile study (Verhaeghe et al, 2012) which can help map a target group‟s digital and mobile profile.
Case study Kinepolis, a European cinema chain brand, applied this model to explore one possible way of tackling this issue. The Kinepolis brand DNA is focused on what they call „preference marketing‟. They want to be the cinema which offers a friction-free film
experience, in which their customers can easily find the films that are in accordance with their preferences. This last point is the core customer need they see. Mobile behaviour of the
target group is operationalized by the use of iPhone and Android devices.
3. Provide value Providing value is about making sure that the developed solution is in line with the main drivers for using smartphones.
Contact:
this refers to continuously being in touch with or available to your social graph and/or sharing updates yourself. This is where the mobile phone originated from: making phone calls and sending messages, but recently this is also „operationalized‟ by on-the-go social media use, for instance.
Convenience: In general, making life easier and more convenient, for instance through access to information and tools at moments and places where they were previously unavailable. Concrete examples here are the „maps‟ application and the information search via the browser or via a branded application.
Entertainment:
Being entertained during “empty” moments: when people are waiting for the bus, where they consume content, play games, watch videos…
4. Measure Lastly, in the measuring phase, there is a feedback loop
towards the original objectives and KPIs. This ensures that ROI can be measured, and if an iteration follows, the process can start again with an improved knowledge base. This is the second opportunity for
market researchers to assist clients in their mobile needs.
Case study Kinepolis, a European cinema chain brand, applied this model to explore one possible way of tackling this issue. The research objectives were :
a. Discovering who forms the current user base of this application; this is not only about the profiling of the app users. We also wanted to see if we could detect anything more about the moments when the app was typically used.
b. Discovering the drivers and frequency of using and downloading this application: is the value actually provided which this app seeks to provide?
c. Gaining insights in user experience in general and of some features in specific. Hereby, Kinepolis was mainly interested in features that link to the „preference marketing‟ positioning.
d. Finally they wanted to assess to what extent the mobile app could also serve as a conversation starter and as such could help augment the Net Promoter Score.
Box office market research We lack current standards on how to research mobile communication efforts, especially apps. Especially in terms of recruitment, we face challenges on finding consumers who have installed a certain app. We therefore conducted a first exploratory test together with Kinepolis to explore one possible way of tackling this issue.
1.
We intercepted app users by means of a popup. People were invited to take a survey and win a „100 Days Card‟ (a card providing 10 free cinema visits to its holder). App users could indicate whether they wanted to take the survey immediately, not at all, or at a later point in time. Whenever people participate in the research, a mobile survey consisting of 9 questions is triggered within the application to assess the app experience.
2.
The e-mail address captured in the first phase is used for the follow-up questionnaire in phase 2. This follow-up part is necessary in order to dive deeper into some elements of the user experience and profiling information.
Results To what extent would we manage to recruit consumers via an intercept in an app? 1778 people participated in both phases of this study. In the first part (the in-app popup), we had 6603 participants. Of those, 85% (N=4129) provided their email address and thus had good intention to participate in the follow-up questionnaire. Of those, 43% (N=1778) completed the follow-up questionnaire. Overall, this means that we obtained a total response rate of 27% on the initial recruitment, a number which is very similar to what we obtained in the Andres study. For any first test of a recruitment method, this is a very high
number indeed; it compares very favourably with panel recruitment methods for instance. The recruitment went extremely fast as well. After one day of field, we had already obtained 800 answers, a result which we can only dream of in other research. The response to the follow-up part was also obtained with very few efforts.
Quiz result How long did it take us to find a sample of 400 participants to take part in this (recruited on the app)? Question type: Single response • • •
4 hours 4 days 4 weeks
Results What is the profile of our participants? • When looking at the profile of the app users, 71% of the participants indicated that they were regular „consumers‟ of Kinepolis (going to the cinema at least once a month). We are thus looking at a group of people
who are engaged with the brand. Just like brand and topic engagement are core drivers of participating in MROCs (Schillewaert et al, 2011), the same logic goes for mobile app participation. • When looking at the participant profiling from a socio-demo perspective, we found that this method helps us reach a target group which is typically very hard to reach. The average age of the sample is 30. 10% is below 18, 35% is aged 19 to 25. 73% of participants are men. Recruiting this profile on a traditional online panel, with as extra challenge that they need to be regular users of the Kinepolis app, would be immensely difficult. By intercepting them while using this app however, this fieldwork was turned into a walk in the park. • In terms of profiling, we dealt with an extremely technology- and
mobile-savvy sample. (60% claims to be very savvy). This comes as no surprise. Importantly, we also recruited 40% of consumers who do not consider themselves to be technologically advanced. This group had a different user experience. Taking the large sample sizes into account, this not technological advanced group was still sufficiently large so we were able to report back on this group with confidence.
Results What questions to ask in the heat of the moment? The amount of question you can ask in the heat of the moment is limited. Therefore we checked again the recall bias. Some very striking results emerged. When we compared the average satisfaction scores (both general as specific component), we did not find any difference again. However, when looking at net promoter scores of the mobile app, we saw that the recommendation intention seemed to increase in post measurement. To further explore this effect, we also conducted an analysis within the subject. A potential explanation for this result can be found in the cognitive dissonance which is experienced post hoc. The actual experience is often a mix of positive and negative components. Mixed emotions are difficult to remember because they spur feelings of conflict, increasing the chance that consumers will revise their views of their mixed emotional experiences (Aaker, Drolet and Griffin, 2008).
We found two effects.
• Lapse for negative aspects: Our analysis teaches us that dissatisfied consumers with a high cognitive dissonance have a higher tendency to adapt their answer post hoc. We reason that, at the heat of the moment, the more negative evaluations are more salient. However, since the general feeling about the app was positive, consumers adapt to more mild evaluations.
• Too good to be true: In the group of satisfied consumers, we see a reverse effect. Consumers who gave high scores on almost all items during the in-app intercept (low dissonance) gave a slightly less positive evaluation post hoc. It looks like they find it hard to image post-hoc that their experience was that great.
Case study Kinepolis, a European cinema chain brand, applied this model to explore one possible way of tackling this issue. Last but not least, it is also crucial to point out that thanks to the
successful implementation of the in-app intercept, we were able to provide insights into how Kinepolis could improve their mobile marketing strategy. Not only were we able to discover details about the users of the app, the study also helped to understand the contexts and moments when the app was used. The latter could be done by direct probing for contextual information (e.g. What drives you to using the app?) but also by linking behavioural data. For example, by looking at the time when consumers completed the questionnaire in the app, we could derive when consumers typically made use of the app. For Kinepolis this was
useful information in order to find the optimal time to refresh the app content with new content and to gather further insights into how their target group plans their cinema trips.
Wrap-up & Discussion
Mobile as content
The mobile research toolbox
New way of recruitment: We see three target groups that mobile is particular suitable for: First of all, we were able to reach youngsters, a group which is typically very hard to motivate to take part in any kind of research. Secondly, in all cases where we are looking for
users of a certain product, service or brand, the combination of an online or offline cue and mobile, allows for 100% accurate targeting. Finally, we clearly attract
the more brand- or topic-engaged consumers.
Mobile as a method
Mobile as content
The mobile research toolbox
Quality of research: Data captured on the spot is not necessarily equal to data captured afterwards. However, since mobile surveys need to be limited in duration, it is crucial for our industry to understand what questions need to be asked in the heat of the moment and which questions can be part of the follow-up survey. Our results suggest that involvement with the topic and cognitive dissonance are crucial in this debate. It is clear that this area of research should be explored further in the future.
Mobile as a method
Mobile as content
The mobile research toolbox
Grasping context: We find that it is possible to engage people to report about the context they are in and to provide in-depth info about it. This is definitely the case for MROCs, where the mobile app stimulates participants to upload pictures and videos about their environment. However, we predict that providing this context will also become increasingly important in surveys. Mobile helps us researchers to be close to both experience and context, and as such has potential to disrupt our industry.
Mobile as a method
Mobile as content
The mobile research toolbox
Engagement: The added value of mobile for research communities in terms of participant engagement is also high. Community members clearly define a mobile add-on as a tool that could increase their engagement and participation towards the community. When thinking of engaging our clients, mobile is definitely also a new way to engage people in market research.
Mobile as a method
Mobile as content
First a mobile application should fit a consumer need.
Qualitative research can help you detect those consumer needs and fine-tune the needs as for the mobile device. A good mapping of the mobile and digital behaviour of your target group is necessary before venturing into
Evaluate and measure the impact of the mobile marketing effort through an in-app intercept. Does the developed app or mobile website lead to brand activation? Does it increase the level of knowledge on your product? What is the ROI of your mobile marketing?
mobile marketing.
The mobile research toolbox Mobile as a method
In sum, the mobile era has started, offering tremendous opportunities for market researchers with a flexible mind-set. Mobile is everywhere and literally brings us closer to consumers. Our market research touch points will be expanded with mobile and as industry, we will need to built topic expertise. We hope we managed to demonstrate that mobile is more than a tool and that the time has come to enter this fascinating world full of opportunities.
Quiz result At which of the following places do smartphone users use their mobile phone most often? • •
On the toilet In bed
References
• Verhaeghe, A., Veris, E. & Willems, A. Research in the mobile mindset, Proceedings of Esomar 3D congress November 2012. • Atkinson, S. & Conry, S. The place for mobile research? Multi-mode studies of major cultural events, Esomar 3D conference 2011. • Luck, K. Digital Matrimony. Marriages that are transforming the face of research. Esomar 3D conference 2011. Mashable, 2012: http://mashable.com/2012/02/07/app-economy-boosts-job-growth/. • Melton, E., Krahn, J. & Landi, J.; “Linking website exposure data to survey data: a single source solution.” Print and digital research forum 2011. • Lee Eunkyu, Michael Y. Hu and Rex S. Toh (2000), “Are Consumer Survey Results Distorted? Systematic Impact of Behavioral Frequency and Duration on Survey Response Errors,” Journal of Marketing Research, 37 (February), 125-133. • Fishbein Martin, Ajzen Icek. Belief, attitude, intention, and behavior: an introduction to theory and research. Reading (MA)‟ Addison Wesley; 1975. • Gilbert, D., Pinel, E., Wilson, T., Blumberg, E. & Wheatley, T. (1998), “Immune Neglect: • A Source of Durability Bias in Affective Forecasting,” Journal of Personality and Social Psychology, 75 (1), 617–28. • Schillewaert, N., De Ruyck, T. and Ludwig, S. The Dark Side Of Crowdsourcing. Casro, 2011. • James J. Wilton, Norma Polovitz Nickerson. Collecting and using visitor spending data - 2006. // Journal of travel research. Vol. 45 (2006/07), No. 1 • Verhaeghe, A., Mc Donalds, S., Van Belleghem, S. (2012). Rules of engagement. Proceedings for MRS congress 2012. • Wirtz, D., Kruger, J., Scollon, C. and Diener, E. (2003). “What to Do on Spring Break? The Role of Predicted, Online, and Remembered Experience in Future Choice,” Psychological Science, 14 (September), 520–55.
Research team
Annelies Verhaeghe
Anouk Willems
+32 9 269 1406
+31 10 742 10 35
annelies@insites-consulting.com
anouk@insites-consulting.com
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