Using Mobile to Capture In- the- Moment Insights

Transcription

1 With the global leader in sampling and data services Using Mobile to Capture In- the- Moment Insights Saran Ganesh Director, Mobile product marke8ng 2015 Survey Sampling Interna6onal 1

2 During this webcast you will get answers to these ques6ons: How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? How we can use mobile to find real 6me customer sa6sfac6on feedback? How can marketers use mobile research to grow their business? 2015 Survey Sampling Interna6onal 2

3 During this webcast you will get answers to these ques6ons: How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? How we can use mobile to find real 6me customer sa6sfac6on feedback? How can marketers use mobile research to grow their business? 2015 Survey Sampling Interna6onal 3

4 During this webcast you will get answers to these ques6ons: How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? How we can use mobile to find real 6me customer sa6sfac6on feedback? How can marketers use mobile research to grow their business? 2015 Survey Sampling Interna6onal 4

5 During this webcast you will get answers to these ques6ons: How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? How we can use mobile to find real 6me customer sa6sfac6on feedback? How can marketers use mobile research to grow their business? 2015 Survey Sampling Interna6onal 5

6 Why Invest in Mobile? 2015 Survey Sampling Interna6onal 6

7 Why Invest in Mobile? Greater Flexibility Mobile provides greater flexibility and produces richer insights by enabling the collec6on of in- the- moment data Any6me, Anywhere It allows us to target people for sampling in new and beper ways at any given 6me In- the- Moment Mobile is transforming research from ques6ons answered based on recall to a 360 view into consumers lives with greater context, and in much closer proximity to the moment of truth 2015 Survey Sampling Interna6onal 7

8 Why Invest in Mobile? Greater Flexibility Mobile provides greater flexibility and produces richer insights by enabling the collec6on of in- the- moment data Any6me, Anywhere It allows us to target people for sampling in new and beper ways at any given 6me In- the- Moment Mobile is transforming research from ques6ons answered based on recall to a 360 view into consumers lives with greater context, and in much closer proximity to the moment of truth 2015 Survey Sampling Interna6onal 8

9 Why Invest in Mobile? Greater Flexibility Mobile provides greater flexibility and produces richer insights by enabling the collec6on of in- the- moment data Any6me, Anywhere It allows us to target people for sampling in new and beper ways at any given 6me In- the- Moment Mobile is transforming research from ques6ons answered based on recall to a 360 view into consumers lives with greater context, and in much closer proximity to the moment of truth 2015 Survey Sampling Interna6onal 9

10 Smartphone Sensors Image Source: Qualcomm (hpps:// behind- sixth- sense- smartphones- snapdragon- processor- sensor- engine) 2015 Survey Sampling Interna6onal 10

11 Mobile Data Collec6on 2015 Survey Sampling Interna6onal 11

12 Mobile Data Collec6on Tablet Smartphone Mobile 2015 Survey Sampling Interna6onal 12

13 Smartphone Data Collec6on Evolu6on Smartphone App Based Mobile Web SMS USSD Simple Respondent Experience Rich 2015 Survey Sampling Interna6onal 13

14 Mobile Data Collec6on Landscape Image & Video Diary Survey Meter Meter Browser Survey Data Insights Meter Data 2015 Survey Sampling Interna6onal 14

15 Survey Data Collec6on Data based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand why behind what? Why do they use specific sites? Diaries, Image and video capture Barcode scanning 2015 Survey Sampling Interna6onal 15

16 Survey Data Collec6on Data based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand why behind what? Why do they use specific sites? Diaries, Image and video capture Barcode scanning 2015 Survey Sampling Interna6onal 16

17 Survey Data Collec6on Data based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning 2015 Survey Sampling Interna6onal 17

18 Survey Data Collec6on Data based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning 2015 Survey Sampling Interna6onal 18

19 Survey Data Collec6on Data based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning 2015 Survey Sampling Interna6onal 19

20 Survey Data Collec6on Data based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning 2015 Survey Sampling Interna6onal 20

21 Meter Data Collec6on Data based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/ Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking 2015 Survey Sampling Interna6onal 21

22 Meter Data Collec6on Data based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/ Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking 2015 Survey Sampling Interna6onal 22

23 Meter Data Collec6on Data based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/ Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking 2015 Survey Sampling Interna6onal 23

24 Meter Data Collec6on Data based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/ Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking 2015 Survey Sampling Interna6onal 24

25 Mobile: New Face of Engagement 2015 Survey Sampling Interna6onal 25

26 New Face of Engagement I am at Access to in- the- moment ques6ons I was there I did I am buying I am watching I am ea6ng/drinking 2015 Survey Sampling Interna6onal 26

27 New Face of Engagement I am at Access to in- the- moment ques6ons I was there I did I am buying I am watching I am ea6ng/drinking 2015 Survey Sampling Interna6onal 27

28 New Face of Engagement I am at Access to in- the- moment ques6ons I was there I did I am buying I am watching I am ea6ng/drinking 2015 Survey Sampling Interna6onal 28

29 New Face of Engagement I am at Access to in- the- moment ques6ons I was there I did I am buying I am watching I am ea6ng/drinking 2015 Survey Sampling Interna6onal 29

30 New Face of Engagement I am at Access to in- the- moment ques6ons I was there I did I am buying I am watching I am ea6ng/drinking 2015 Survey Sampling Interna6onal 30

31 New Face of Engagement I am at Access to in- the- moment ques6ons I was there I did I am buying I am watching I am ea6ng/drinking 2015 Survey Sampling Interna6onal 31

32 Mobile Trigger Survey Types 2015 Survey Sampling Interna6onal 32

33 Mobile Trigger Survey Types GPS Surveys Survey Based on user loca6on (in- the- moment) Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys Mobile apps used Mobile site visits Survey based on answers Survey based on diary entries 2015 Survey Sampling Interna6onal 33

34 Mobile Trigger Survey Types GPS Surveys Survey Based on user loca6on (in- the- moment) Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys Survey based on Mobile apps used Survey based on Mobile site visits Survey based on answers Survey based on diary entries 2015 Survey Sampling Interna6onal 34

35 Mobile Trigger Survey Types GPS Surveys Survey Based on user loca6on (in- the- moment) Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys Survey based on Mobile apps used Survey based on Mobile site visits Survey based on answers Survey based on diary entries 2015 Survey Sampling Interna6onal 35

36 Mobile Trigger Survey Types GPS Surveys Survey Based on user loca6on (in- the- moment) Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys Survey based on Mobile apps used Survey based on Mobile site visits Survey based on answers Survey based on diary entries 2015 Survey Sampling Interna6onal 36

37 Using Mobile to Capture New Insights In- the- Moment 2015 Survey Sampling Interna6onal 37

38 Using Mobile to Capture New Insights In- the- Moment Entertainment Understand the Key factors driving apendance Impact of genre and sequels on theatrical apendance decisions Understand what s working and what s not Insights on how pa6ents feel about the quality of care Healthcare & Pa6ent tracking Travel & Tourism Understand who is doing what, where and why with mobile during planning and booking travel stages Understand what influences the travel decisions Understand where in the process poten6al buyers were lost Understand the automo6ve brand choices and what influences the purchase decision Automo6ve Dealership visits In- the- Moment Use Cases Retail and Shopper Targe6ng Iden6fy purchase behaviors/triggers in the moment Gauge awareness of POS promo6ons or ads, or of a new product launch Track Mobile ad exposure Measure campaign effec6veness Mobile Ad Effec6veness Retail Banking (Branch experience tracking) Mobile Marke6ng campaigns Measure Customer sa6sfac6on Iden6fy compe6tor banking apps Track average 6me spent in the branch How Brand target to maximize their reach Apps your target consumers using that brand should consider sponsoring 2015 Survey Sampling Interna6onal 38

39 In- the- Moment Survey Considera6ons 2015 Survey Sampling Interna6onal 39

40 Considera6ons Use cases Challenges & Limita6ons Trigger Types No6fica6on Types Movie tes6ng (as people enter or exit a movie theatre) Spor6ng events Pa6ent sa6sfac6on tracking Car dealership considering a purchase Travelers at airports SpoPy Carrier connec6on Loca6on coordinates Geo- Fence area Accurate POI informa6on Trigger surveys when respondents enter the geo- fence Trigger surveys when respondents exit the geo- fence Trigger surveys respondents enter the geo- fence and remain inside the fence for a certain period of 6me Using Internal No6fica6on SMS (Text Message) 2015 Survey Sampling Interna6onal 40

41 Considera6ons Use cases Challenges & Limita6ons Trigger Types No6fica6on Types Movie tes6ng (as people enter or exit a movie theatre) Spor6ng events Pa6ent sa6sfac6on tracking Car dealership considering a purchase Travelers at airports SpoPy Carrier connec6on Loca6on coordinates Geo- Fence area Accurate POI informa6on Trigger surveys when respondents enter the geo- fence Trigger surveys when respondents exit the geo- fence Trigger surveys respondents enter the geo- fence and remain inside the fence for a certain period of 6me Using Internal No6fica6on SMS (Text Message) 2015 Survey Sampling Interna6onal 41

42 Considera6ons Use cases Challenges & Limita6ons Trigger Types No6fica6on Types Movie tes6ng (as people enter or exit a movie theatre) Spor6ng events Pa6ent sa6sfac6on tracking Car dealership considering a purchase Travelers at airports SpoPy Carrier connec6on Loca6on coordinates Geo- Fence area Accurate POI informa6on Trigger surveys when respondents enter the geo- fence Trigger surveys when respondents exit the geo- fence Trigger surveys respondents enter the geo- fence and remain inside the fence for a certain period of 6me Using Internal No6fica6on SMS (Text Message) 2015 Survey Sampling Interna6onal 42

43 Considera6ons Use cases Challenges & Limita6ons Trigger Types No6fica6on Types Movie tes6ng (as people enter or exit a movie theatre) Spor6ng events Pa6ent sa6sfac6on tracking Car dealership considering a purchase Travelers at airports SpoPy Carrier connec6on Loca6on coordinates Geo- Fence area Accurate POI informa6on Trigger surveys when respondents enter the geo- fence Trigger surveys when respondents exit the geo- fence Trigger surveys respondents enter the geo- fence and remain inside the fence for a certain period of 6me Using Internal No6fica6on SMS (Text Message) 2015 Survey Sampling Interna6onal 43

44 SSI QuickThoughts TM App Based Data Collec6on QuickThoughts Mobile app engages mobile survey- takers in 19 countries on iphone, ipad, Android tablet and Android phone Sign- up To help increase the availability of Mobile surveys and par6cipa6on in mobile research, SSI has introduced QuestTest TM, an internal technology and diagnos6c tool for tes6ng the quality and mobile- friendliness of surveys Take Surveys We take advantage of all the sensors and capabili6es contained within a smartphone sensors, such as a camera to see and an accelerometer and GPS chip to know where it is This enable us to beper understand context, validate findings and drive higher enjoyment levels Earn Rewards 2015 Survey Sampling Interna6onal 44

45 SSI QuestTest TM To help increase the availability of Mobile surveys and par6cipa6on in mobile research, SSI has introduced QuestTest TM, an internal technology and diagnos6c tool for tes6ng the quality and mobile- friendliness of surveys Automa6cally detects errors, iden6fies programming issues, provides an es6mate on length and scores each survey, including whether it s mobile- friendly, prior to fielding Tests across mul6ple devices and screen sizes to determine how survey renders per device Predic6ve tool to help determine respondent engagement and sa6sfac6on 2015 Survey Sampling Interna6onal 45

46 SSI Trigger Surveys SSI offers Trigger Surveys across three (3) categories: In- the- Past In- the- moment In- the- Future Target Respondents known to have visited a specific loca6on during a certain 6me frame Survey opportunity presented as the respondent visits a target loca6on Opportunity is presented to respondents to visit a specific loca6on and complete a mission or task 2015 Survey Sampling Interna6onal 46

47 Ques6ons and Discussion 2015 Survey Sampling Interna6onal 47

48 For More Informa6on If you would like to request a copy of today s presenta6on, please put webinar in the subject line and us at [email protected] Please provide your name, 8tle and company To learn more about our mobile solu6ons, please visit Survey Sampling Interna6onal 48

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