Self-completion surveys via mobile phones

Transcription

1 Self-completion surveys via mobile phones

2 Content Global mobile phone penetration statistics Methods of collecting survey data via mobile phones The advantages and limitations of mobile phone research Current opportunities for mobile phone research Accessing Participants for mobile phone surveys Opportunities for mobile research across the globe The outlook for market research via mobile phones Social Networking and mobile phones Potential for location based surveys What others are doing with mobile phone research

3 Mobile Phone Subscribers (Per 100 inhabitants) Italy UK Germany Russia Spain France Japan US Brazil China India Source: ITU, 2007

4 Global Mobile Internet Penetration US UK Italy Russia Spain France Germany China Brazil India 2% 3% 7% 7% 10% 13% 12% 11% 11% 16% Source: Nielsen, 2008

5 Methods of collecting survey data via mobile phone SMS surveys - participants complete surveys by receiving questions and sending their answers within SMS messages WAP surveys - participants enter an online survey through a WAP link. A WAP push is sent via SMS or available on a client s WAP site Downloading mobile applications participants can enjoy an enhanced survey experience on phones without the need to be permanently connected. An application has to be downloaded to all phones making it only suitable for panel research

6 The advantages of mobile phone research Quick response A five or six question survey can be completed in just a few minutes after the invitations are sent. Mobility Participants can be reached when they are on the move, anywhere they receive mobile reception. Coverage The mobile phone is becoming a very ubiquitous technology. One of the few ways to reach the youth market and is primary way of accessing the internet in emerging markets. Convenience Mobile phones are convenient. Consumers are rarely without their mobile phones Immediacy The participant can be reached at exactly the moment their opinion is formed. E.g. In shop, cinema Location The location of consumers can be identified via technologies such as GPS

7 The Limitations of mobile phone research Cost to participant Mobile internet use can be expensive and in some markets free text is not available Reimbursement Is difficult beyond panel samples Questionnaire length Much shorter surveys are possible via mobilephone. Typical 3 8 questions for SMS and 15 questions Mobile internet or application are the maximum Survey complexity Small screen size and differences between devices significantly limits the design and functionality of surveys Response rates Will be typically lower than equivalent online samples Sample Only opted in sample should be used for surveys via mobile phones

8 Current opportunities for mobile phone research

9 Media Feedback surveys Ability to send surveys direct to mobile phones during commercial breaks or at the end of a TV programme Survey participants when TV shows or adverts are in the forefront of the mind Improve recall Tested at Ipsos?

10 Mobile polling Ideal for polling on topical issues Surveys sent to opted in research mobile panel Results returned within hours Results reported in the Newspaper on the same day or next morning Tested at Ipsos?

11 Customer feedback surveys Short feedback surveys can be a very powerful way for consumers to report their satisfaction at the point of consumption Participants can provide more accurate feedback whilst it is fresh in their minds Results can be acted on instantly Happy with your dinner? Text MEAL to 9876 Tested at Ipsos?

12 Participant Driven Surveys Participant triggered surveys are an excellent way of engaging those attending events. They make a captive audience to take part in surveys This techniques does not rely on any pre-existing sample Can be used as a method to recruit to panels Text messages can be free in some countries Text SCORE to 1234 to join the supporter panel Tested at Ipsos?

13 Receiving feedback on research publications Asking for readers to send feedback on our published polls is an excellent way to engage with the public Not only can it gain interesting reaction to our research, but it can be used to recruit to our panels or specialist databases Agree with this story? Text FEEDBACK to 6059 Tested at Ipsos?

14 Capturing photos and videos Capturing images and videos can explain exactly what the participant is experiencing and can be much more powerful than words. It can also provide a much more engaging experience for participants Can be an excellent addition to diary research Tested at Ipsos?

15 Mobile to diary 3:00pm Mall - Striking Saw this in the shopping mall and found it striking. Reminded me I needed to buy some washing powder 4:25pm Metro - strong This was at the Metro station. I thought the message was strong and I also like the design Participants take photos Relevant items during the day Photos and key prompt details are automatically uploaded to an online diary for the participant to complete more details later Tested at Ipsos?

16 Location Based Surveys Being able to indentify the exact location of the survey participant adds a very powerful additional stream of data. Surveys can be triggered based on the location of the participant Tested at Ipsos?

17 Use to invite or remind people about surveys Use our mobile capabilities to send invites or reminders to participants to complete surveys, attend online focus groups or even to notify participants of an upcoming research event or publication. Tested at Ipsos?

18 Mobile Passive Measurement Mobile passive measurement tracks the actions of the mobile user through the use of technology on the device. Most commercial solutions are limited to use of the internet on the mobile, but can be extended to the full scope of behaviours on the device These log files are owned by the operators and cannot be easily accessed by research suppliers Companies such as M:Metrics and Mobilytics have created technologies that are downloaded to the device to tracking behaviours Significant opportunities exist for the application of passive measurement data including linking with attitudinal research, innovation, and customer profiling. Tested at Ipsos?

19 Accessing Participants for mobile phone surveys

20 Accessing Participants for Mobile Phone Surveys Pre-screened members of the Ipsos Panel 25,000 UK panel members have been screened and agreed to complete SMS surveys Global panels due to be screened September 2009 for all types of mobile research Tested at Ipsos?

21 Links or Pop-ups from mobile website It is possible to place links, banners and small pop-ups on mobile websites Click through rates are currently higher than online surveys as this technique is still a novelty for users of the mobile internet Please complete our survey Tested at Ipsos?

22 Sample of mobile numbers supplied by the client Samples of customers, employees and other stakeholders provided by the client can be uploaded into the survey software and invitations ed directly to the mobile phone It is essential that the client has appropriate permission to access the sample Name Mobile Car Income John Yes 4 Mike Yes 5 Jane No 2 Des No 3 Louise No 2 William Yes 6 Tested at Ipsos?

23 Sample of mobile numbers supplied by the client Short text codes such as Text SURVEY to 8818 can be used to recruit participants into surveys The opt-in surveys can be advertised in stores, at sporting events, concerts or any published media A text survey or link to a mobile internet survey can be sent instantaneously Text IPSOS to 8818 Tested at Ipsos?

24 CATI recruitment to Mobile surveys In some countries it is possible to use RDD to call mobiles Telephone interviewers can recruit people to take part in subsequent time critical mobile surveys Tested at Ipsos?

25 Short range surveys sent via Bluetooth or Wireless Networks In certain circumstances it is possible to use local wireless technologies to send survey invitations This technique not only relies on an opt-in sample, but that they own a mobile device with such technology, and have it switched on! Tested at Ipsos?

26 Opportunities for mobile research across the globe The impact of mobile research in different markets will vary considerably Key factors are: Mobile ownership and usage Available technology Cultural differences Call charges (and the ability for free calls / texts / mobile internet) Network operators and aggregators Availability of alternative data collection methodologies Ipsos needs to understand these factors to successfully test and implement mobile research

27 The opportunities of mobile access at Ipsos It is becoming increasingly difficult to access busy and affluent groups in the developed world. The increase of mobile only households and DNC lists limits traditional access methods. The mobile phone offers an opportunity to reach people on the move in a markets where mobile devices out number people Young people are increasingly reliant on the use on mobile phones to communicate. Usage is moving away from voice and texting to social networking via their mobile devices. The developing world represents great potential for mobile. Mobile phone penetration surpasses fixed line and for many the mobile phone offers the single point of access to the internet. Almost all of the next 1 billion new mobile users will be from emerging nations*. *Source: Patrick Dixon, Futurist, Keynote MTN Conference, July 2008

28 The outlook for research via mobile phones Mobile research - We're on the verge of the next big thing in market research Perhaps Not! Only 0.3% of global market research revenue comes from mobile, but the foundations are beginning to take shape! Mobile Research 09, London The market research industry cannot drive these developments but will benefit from those who do!

29 The outlook for research via mobile phones The promise of a mobile research revolution has been spoken about for several years but has yet to deliver anything more than a niche data collection methodology 2009 will not be the year when research via mobile devices explodes It will remain a very useful tool to have in the research methodology box but will only see moderate growth in the major research markets It may well have significant short-term impact in the short-term in the emerging nations and where mobile phone technology is already in an advanced state (e.g. Japan, Korea and other parts of Asia)

30 The outlook for research via mobile phones The market research industry will be able to take advantage of advancements in the mobile telecoms industry Positive signs include: Adoption of mobile applications by giants such as MySpace and AOL Move towards unlimited data contracts Mobile phones are finally designed with usability in mind (e.g. iphone) Google s Android operating system promises to bring advanced mobile features to budget mobile devices Wireless technologies such as WiMAX, HSDPA and EV-DO are all competing to move the industry forward THE MARKET RESEACRH INDUSTRY WILL NOT BE ABLE TO DRIVE THIS DEVELOPMENT. IT IS LIKELY TO BE MOBILE ADVETINSING AND SOCIAL MEDIA THAT CREATES THE DEMAND FOR IMPROVED MOBILE TECHNOLOGY

31 Social Networking and mobile phones Will see significant growth over the next three years as the way of communicating with peer groups using mobile devices This will begin with the youth market but will filter down to other groups in the same way as SMS has done It will rely on mobile internet use been economical and unlimited Instant Messaging, Facebook and other social networking tools will become the most popular ways for young people to stay in touch

32 Potential for location based surveys Integration of location based information into market research is still very much in its infancy The short-term potential of conducting location based surveys amongst consumers using their own mobile devices is currently quite limited The short-term future of developing location technology within mobile phones is becoming brighter iphone 3G with GPS Google Android promising location based technology in cost effective handsets

33 Potential for location based surveys Summary of location based technology Global Positioning System GPS - American military based location service run from a series of satellites orbiting the earth. GPS is accurate to within 10m General Packet Radio Service : This is an always on data service that is run over the GSM network to send and receive TCP/IP. Each mobile is always able to work out where it is using local masts to triangulate its position Hybrid positioning systems are systems for finding the location of a mobile device using several different positioning technologies. Usually GPS is one major component of such systems, combined with, for instance, cell tower signals, wireless internet signals, Bluetooth sensors etc