Tag Archives: Mobile technology

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:
First, KNOW THY SAMPLE.
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

Second, BE DESIGN AGNOSTIC.

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.

Early Bird Savings for The World’s Top Market Research Event, Plus Get the Event Preview

We invite you to join us at The Market Research Event 2012, taking place November 12-14 in Boca Raton, Florida. It is the trusted event brand for developing the career market researchers from transactional partners to transformational leaders.

We’re operating in real time and so we must move from insights to foresight. Forget about safe questions and obvious answers. Researchers today are empowered and expected to take risk and drive innovation, while also demonstrating ROI. The new value proposition calls for uncovering real insights that will create new value.

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The Market Research Event covers all the topics you need to know now:
Completely New Content Areas For 2012:

  • - Social Media Listening 
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The Market Research Event isn’t just a conference – it’s a life changing experience that promises results. Stay tuned as we reveal the 2012 full agenda. Sign up here to receive the latest updates.

Join us as we help transforming insight partners into strategic consultative leaders. Register today and save $500 off the standard rate. Mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Mobile shopping up in the 2011 Holiday Season

Consumers are ready and willing to begin making their holiday purchases on the phone according to a new study from Foresee.  However, return and repeat purchases often depend on the satisfaction of that online shopping experience.  This past holiday season, 34% of shoppers used their cell phones to visit mobile retailers online and 15% of those consumers purchased directly from them.  This is an 11% increase from the 2010 holiday season.  Amazon and Apple ranked as some of the highest in satisfaction with mobile consumers, while Target, Walmart and Sears  ranked among the lowest.  According to Venture Beat, when sites are evaluating their mobile presence for shopping for their consumers, they should also take into consideration that happy mobile customers are 54% more likely to return and purchase a product in the future.

At The Market Research Technology Event, taking place this April 30-May 2, 2012, in Las Vegas, there will be a full day symposium focusing on mobile market research and the impact mobile has on your customers called “Mobile Research & Technologies Symposia.”  Companies featured include Forrester, Nokia and HP.  For more information on this symposia and the rest of the agenda, download the brochure here.  Also, as a reader of this blog, you receive an exclusive discount of 15% off the standard rate when you register and mention code MRTECH12BLOG!

How big of a role do you see mobile shopping playing in the future?  What are some of the best companies, other than Apple and Amazon, best prepared for the consumer experience?