Transcript Slide 1

MOBILE LIFE:
THE NEW MR PARADIGM
SETTING THE CONTEXT: MR AT AN INFLECTION
POINT
DON’T TAKE MY WORD ON IT
Almost
60% of Client Research VPs expect major transformation by 2020*
70% of whom expect this to be evident by 2015
*38% among total respondents (N=160)
Source: Cambiar Future of Research Study, 2011
AN INDUSTRY IN THE MIDST OF TRANSFORMATION
Major structural and
systemic changes being
faced by those in the
marketing research
industry, and virtually
everyone involved
acknowledges it.
Research Buyers are
more optimistic (75%)
than Suppliers (60%)
about the changes
happening, although
clearly overall both view
the changes as more
promising than
threatening.
Gaps between Suppliers
and Buyers, tenure in
the industry, age of
respondents and
geographic location
exist when it comes to
emerging technology
adoption.
Social media, mobile,
MROCs and text
analytics are the newer
techniques most likely
to be used in the
foreseeable future.
THE FUTURE IS GLOBAL
Millions
431
720
100%
336
600
366
4%
3%
5%
90%
80%
70%
284
512
11%
12%
709
666
1008
32%
35%
22%
19%
43%
46%
46%
S2010
F2010
2011
19%
47%
53%
65%
55%
57%
60%
53%
53%
38%
50%
40%
30%
20%
53%
35%
43%
42%
38%
36%
35%
2005
2006
2007
2008
2009
10%
0%
2003
2004
Only in US
Both Inside and Inside US
Only Outside US
MROCS, TEXT ANALYTICS & MOBILE OH MY!
WHAT EMERGING TECHNIQUES ARE BEING USED TODAY?
44%
Online Communities
33%
38%
Social Media Analytics
26%
35%
Data Mining
31%
26%
Text Analytics
21%
16%
Mobile Surveys
22%
15%
Eye Tracking
10%
Webcam-Based Interviews
14%
16%
11%
Visualization Analytics
9%
11%
Prediction Markets
9%
"Apps" based research
Crowdsourcing
NeuroMarketing
5%
8%
7%
7%
11%
11%
7%
Mobile Qualitative
11%
6%
7%
Virtual Environments
6%
Mobile Ethnography
Research buyer or client
Research provider or supplier
10%
5%
4%
Biometric Response
Serious Games
0
0%
3%
10%
20%
30%
Note: Among research buyers (n=209) and research suppliers (n=799).
40%
50%
WHAT EMERGING RESEARCH TECHNIQUES WILL BE USED IN
2012?
52%
Social Media Analytics
39%
52%
Online Communities
46%
41%
Data Mining
31%
37%
Mobile Surveys
41%
Text Analytics
31%
34%
22%
23%
22%
"Apps" based research
Webcam-Based Interviews
26%
22%
Mobile Qualitative
28%
20%
Mobile Ethnography
24%
Prediction Markets
14%
18%
16%
Eye Tracking
13%
13%
14%
12%
13%
10%
9%
Visualization Analytics
Crowdsourcing
NeuroMarketing
8%
Virtual Environments
Research buyer or client
Research provider or supplier
12%
6%
6%
Biometric Response
Serious Games
0%
1%
6%
10%
20%
30%
40%
Note: Among research buyers (n=209) and research suppliers (n=799).
50%
60%
MOBILE: THE DEFINITION OF UBIQUITY
ONLINE RESEARCH: THE CURRENT MR PARADIGM
MOBILE WILL DEFINE THE FUTURE
SMARTPHONES APPROACHING 50% PENETRATION
Source: egg strategy
MOBILE IS GLOBAL DATA
A LOCAL PERSPECTIVE
DEFINING THE MOBILE MR FUTURE
“Strategic differentiation
does not occur by
delivering data, it occurs
by redesigning thinking”
THE MOST PERSONAL & FLEXIBLE TECH EVER
8 Megapixel
Camera
1080p HD
Video Camera
GPS Locator
GSM/CDMA Global Antenna
MicroSD 16GB
Removable Storage
Pocketwatch
Near Field Communication
(NFC) Chip for Payments
Dictaphone
Gyroscope Motion
Sensor
3.5mm Headphone Jack
Source: egg strategy
Telephone
Maps and Turn-by-turn Navigation
STANDARD FEATURES = NEW OPPORTUNITIES
• Panel Building: Consumers opt-in by downloading
the app or registering via simplified web interface
• QR Codes/Short Codes: Launch mobile surveys
and recruit new panelists anytime and from
anywhere
• Geo-location: Trigger survey invitations/ reminders
automatically based on the respondent’s location
• Speech to Text: Quickly and easily capture
qualitative, experiential feedback in real-time
• Custom Research Apps: All research functionality
incorporated into one solution; great for long-term
panels and diary research
• SMS: Still the universal feature across all devices
for recruitment or short feedback engagement,
especially in emerging markets
• Cameras: Cameras and video are standard on
almost all devices allowing respondents to share
their lives in the moment
• UI: Shorter, more targeted, intuitive and engaging
interactions that build value over time vs. one-off
projects
• Meta Data: App usage, web browsing, POS, geolocation, social networking: all are possible to
access
Source: Kinesis Survey Technologies
RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES
SMARTPHONE AS
PARTICIPATIPATORY
SURVEY DEVICE
SMARTPHONE
AS MOBILE
QUANT DEVICE
Source: egg strategy
SMARTPHONE
AS
ETHNO TOOL
ADJUNCT TO
ONLINE QUAL
SYSTEMS
THE MOBILE MR ECOSYSTEM TODAY
MOBILE SURVEY
PLATFORMS
•KINESIS
•TECHNEOS
•SURVEY
ANALYTICS
•MARKET TOOLS
•ONE POINT
•DECIPHER
•IPINION
•LUMI MOBILE
•NPOLLS
•SKOPOS
•JETJAW
MOBILE MROCS
•VISION CRITICAL
•PASSENGER
•GONGOS
•MOBILE
MEASURE
•RAMIUS
•COMMUNISPACE
•PLUGGEDIN
•VOVICI
MOBILE
ETHNOGRAPHY
INTEGRATED
PANEL/SURVEY
•EGG STRATEGY
OVER THE
SHOULDER
•ETHOS APP
•REVELATION
•CIVICOM
•VISIONSLIVE
•CINT
•USAMP
•RESEARCH NOW
•SSI
•TOLUNA
•PUREPROFILE
•JANA
(TXTEAGLE)
MOBILE QUAL
•20/20
•QUALVU
•FOCUS FORUMS
•ITRACKS
•FOCUSVISION
•DUB
NON-MR
PLATFORMS
•WAYIN
•OPINIONAIDED
•QRIOUSLY
•POLLBOB
•IKNOW
•SURVEY
MONKEY
•FACEBOOK
•GOOGLE
•LOCKERZ
•TIIPZ
•MOBILEWALLA
•FOURSQUARE
•YELP
Industry To-Do List:
•
Get mobile experience now! All researchers must make a plan to begin building mobile and
multimode research expertise
•
Launch a PR campaign to remind brands that market research is critical for honing mobile
marketing strategies – it’s a new frontier for ad spending
•
Provide a more integrated experience throughout all components of the value chain – from
ad exposure to shopping/decision making to usage/consumption
•
Develop all projects based on the respondents’ perspective: create a seamless end-to-end
participation experience (recruitment, registration/profiling, invitation system, survey
participation, incentive management, etc.) for both mobile and PC interaction
•
Expand recruitment practices to obtain a larger sample - recruit from traditional websites,
mobile sites, social media, and general intercept
Source: Kinesis Survey Technologies