Tag Archives: Mobile Market Research

MobileMR 2015: The latest advances in mobile market research technologies & methodologies

The Mobile Market Research Workshop, is a one-day immersion uncovering the latest advances in mobile market research technologies and methodologies taking place in New York City on December 5, 2014. Join leading industry experts for four highly curated and interactive workshops designed to showcase dramatic advances in mobile research in action!

This one day event is brought to you by the producers of The Market Research Event, the world’s #1 research and insights event, and the Mobile Market Research Association, a global trade association dedicated to the development and promotion of conducting market research on mobile devices.

Featured workshops:

Mobile Video for Quant and Qual with VoxPopMe

This highly interactive workshop will demonstrate the power of video and show why video should be a significant part of your MR toolkit. The results of a recent study comparing video feedback to open-ended text responses will be revealed. Participants will also be able to set up and run a real-time VoxPopMe campaign and capture 25 videos during the session.

Finding interesting ways video technology is being utilized, including integration into existing survey platforms and how WI-FI and Beacons can be used to trigger in-moment requests for video feedback will be discussed.

Key Learnings: 

‘ How video and mobile combine to provide the highest quality in-moment insight

‘ Sharing a recent study comparing open-ended text responses to video responses

‘ Leveraging tools to quickly understand large, cumbersome video data sets

‘ The future of video in market research

Mobile Millennials & Real-Time Research with YPulse

While the consumer is ready, willing and able to answer questions on the fly and in real-time, are you ready to incorporate real-time insights into your decision making process? By utilizing a new breed of real-time research tools, brands, manufacturers and retailers have the ability to incorporate consumer  feedback into lightning-fast production and merchandising schedules.

The question is, are companies comfortable making decisions at the speed at which consumers are willing to give their opinions?

This workshop will explore tools that have been designed to enable real-time feedback to companies as well as their relative success or failure in cannibalizing traditional decision-making tools.

Join us this next month as we give you the tools to leverage the mobile frontier to increase your ROI and get closer to your consumers.  Check out the full program here.

Part 2: The Endless Possibilities of Mobile Market Research

In part 1 of “The Endless Possibilities of Mobile Market Research” we examined how a mobile device is in essence a miniature, mobilized focus group facility with GPS enabled capabilities that offers endless iterations of how mobile research can be conducted. In part 2, we will examine the methodology of an actual Mobile Market Research tracking case study that was recently presented at the 2014 Future of Consumer Intelligence conference (#FOCI14).

The case began with Jim Kohl, Director of Consumer Insights at the Career Education Corportation (CEC), a postsecondary education provider with campus-based and online curricula. Over the past several years Kohl has conducted an internal “Voice of the Customer” research project and found that his students had a great online educational experience, although their online research experience was subpar. Additionally, as CEC moved forward with a tracking study, Kohl was concerned if conducting a sole online/mobile research study would be representative of his student populous. One of Kohl’s main objectives was to insure the insights were indicative of their customer base.

Jim Kohl, Director of Consumer Insights, Career Education Corportation

In an effort to address these issues, Kohl partnered with Added Value, a full service Top 50 Honomichl research company. At FOCI14 both Brian Kushnir, EVP, Managing Director & Wai Leng Loh, VP of Added Value presented 3 key sampling and methodological takeaways from CEC’s current online/mobile tracking study:
Members of the mobile and online world who were sampled for the tracking study were indicative of students who utilized CEC’s services in terms of demographics and online behavior. Therefore, the online/mobile tracking study was based on a representative sample that did not exclude core customers and any insights derived from the tracking study would provide an accurate reflection of their target audience’s opinions. Interestingly, the in-progress study found the demographics of iPhone users tend to skew slighter higher than Android users (higher income, higher age).

Wai Leng Loh, VP & Brian Kushnir, EVP of Added Value


Survey takers should be able to seamlessly participate in surveys, anywhere, anytime, regardless of platform (online, smartphone, tablet, etc.)

Third, LET IT GO.

As researchers, we often like to ask tons and tons of questions, in order to gather as much data as possible, so that our results “stick”. However, new evidence suggests mobile device users are more engaged with their devices and consequently, less willing to spend as much time taking surveys on their devices. As such, we as researchers need to “Let It Go” when we conduct mobile research by: (1) shortening the length of survey questions, (2) limiting buttons and images within the survey, and (3) reducing survey questions to basic common denominator questions within select categories.

In other words, a traditional survey will suffice in the online world. However, with mobile, the same survey should be streamlined and broken down to basic elements in order to enhance completion rates while keeping both the online and mobile portion of the study intact.

Online vs. Mobile Survey Design

Case in point: although CEC’s study is still in the field, the aforementioned mobile research methodology has enhanced the user experience and improved completion rates. It will be interesting to see the final results of the online/mobile tracking study as it moves forward.

Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.

The Endless Possibilities of Mobile Market Research

It’s a camera. A microphone. An audio recorder. A video recorder. A
phone. A web browser. A typewriter. A gaming system. A GPS system. A two-way
audio device. An e-reader. And an instant messenger. What is it? Why a mobile
device of course. And it is like a mini-focus group facility all in the palm of
your hand.

For some odd reason, I really never thought of a mobile device in that
capacity before. That was until I recently attended a research event that featured a
Mobile Market Research Panel who brought this fact to light.

Since that moment, the capabilities and possibilities of Mobile Market
Research have endlessly wandered in my mind. For instance, imagine a demographically and geographically prescreened customer
approaches a retail
store to do some shopping and ding…their mobile device presents an
opportunity to participate in a real-time survey based on the store they are
about to enter.

Remember, the mobile device is GPS enabled so when the customer
accepts, their movement throughout the retail store will be tracked. As they
proceed with their shopping experience, going down aisle per aisle, the
customer can not only participate in a real time survey, but also record their
experience in both audio and video format. And, take pictures of their
experience along the way.

Therefore in theory, everything that would be part of the customer
experience is fair game in Mobile Market Research. That would include product display,
shelving, store format, parking lots, restrooms, employees, checkout and more.
All collected in both quantitative and qualitative real time with no excuses.

This is only one mere example of what can be accomplished with Mobile
Market Research. Some say Mobile Market Research is the next big thing.
However, with up to 25% of respondents already using mobile devices to
participate in market research, it appears Mobile Market Research is not the
next big thing. Because it has already arrived.

Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.

TMRE 2012 EXPLOR Award Winners Share The Hidden Motivations of Mobile Users ‘ Complimentary Web Seminar

The EXPLOR award, brought to you by uSamp & DM2, is presented each year at The Market Research Event and recognizes technology innovation and the advancement of research. Congratulations to the 2012 EXPLOR Award recipients, InsightsNow & AOL!

We’re pleased to present a webinar recording of the award winning case study for you to view and share: 

In Seven Shades of Mobile: The Hidden Motivations of Mobile Users, Vicki Draper of AOL, and Alec Maki of InsightsNow, share the details of this groundbreaking study, and how AOL and BBDO partnered with InsightsNow to answer the pressing question ‘What should we be doing on mobile’?

To get beneath the surface and unearth the underlying motivations of mobile users, a revolutionary three-pillared approach that combined mobile, metered data, a primary ethnography study and a quantitative survey was applied.

This research provided strategic clarity as to why consumers behave the way they do, uncovering several insights that run counter to the traditional view of the mobile space.

In this webinar, we’ll describe this innovative approach and counterintuitive findings that emerged.

In this session, you’ll learn:
‘ How using the lens of the moment enabled AOL to move beyond the conventional view of mobile behavior

‘ About the groundbreaking methodology employed to integrate mobile ethnography, a quantitative segmentation and metered mobile data
‘ Surprising findings about mobile behavior uncovered by the study
‘ Implications for how marketers should be thinking about mobile

#TMRTE 2012: The Parasite Paradigm

Colony of Digital Organisms
from Michigan State University

Years ago I saw a demonstration by a professor who had developed a digital organism.  I’m not talking about those little robots you carry in your pocket and feed when they whine, but a totally digital life form.  He created a visualization of it for us but the digital life form was embedded in a hard drive so it didn’t really have a visual essence of its own.  To be ‘alive’ it conformed to the rules defining life ‘ it ate, slept, reproduced and ultimately died leaving offspring to carry on.  In fact, as the demonstration was ‘live’ we were able to see population growth in real time.

This came to mind as I watched today’s Mobile Research presentations at The Market Research Technology Event in Las Vegas.   Several presenters highlighted the fragmented nature of the mobile platform, the distracted nature of the mobile survey taker, and the general lack of engagement of people taking a survey while mobile.  I imagine myself trying to answer survey questions while walking in a crowded airport.  There is no way this would go well for me.

One speaker mentioned that a key challenge of mobile research is the number of mobile platforms and the challenge to the developers of survey tools and apps.  And he said we were waiting for it to ‘settle down.’   This was preceded by a presentation on engagement ‘ how consumers are not engaged in survey taking or most of what brands publish in social media.   In fact, it was noted that engagement levels erode over time.  For example, consumers were originally much more engaged in online surveys than they are now.  Attention spans tend to wane as familiarity with an experience wears on.

At this point my own attention span waned and I began to think about films.   It seems that we have a popular group of male actors, Ben Stiller for example, who appear in film after film.  But in each film they have a different girlfriend, a female actor we’ve never seen before.  And we never see her again in any other film.  Why is that?  Well, I’d suggest that the attention span for the female characters is short and as a film going public, we’re on to the next fresh face.

It’s the same with digital devices.  We replace them well before they wear out.  We upgrade for the next performance enhancement, screen size or cool interface.  It’s the next fresh face.  This probably explains the lack of enduring engagement in technology based research tools.  It’s cool and engaging for a while but then our interest wanes and engagement declines.  This pattern is predictable, so waiting for mobile platforms to ‘settle down’ so we can design widgets, programs or apps that will work on a finite set of devices seems unlikely to be effective.   And we must continuously raise the bar on engaging survey content as this is a moving target too.

What if we created research tools that acted more like organisms ‘ more specifically a parasites?  It would detect the type of host (digital device and consumer preferences) and adapt to attach accordingly.  It would read the individual and adapt to be the perfect interface for that person, altering visual dynamics, language, time of day approached, length of the survey, etc.    It could know how many surveys you’ve taken and what type so that it varies your content to engage.   I truly believe that adaptive design is the only way to keep up with unpredictable change.   That’s because things will never settle down, so riding with the waves of change is the only way to go.