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Catching the moving targets

Consumers are going mobile.

It’s not about whether you

You will have to


Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)
© 2012 Research Now   2
Catching the moving targets
Myths




        • People won’t do app/mobile surveys
        • Not meant for everyone
        • Not representative
        • Only developed countries




                                               © 2012 Research Now   4
Myths: People won’t do app/mobile surveys




                                 © 2012 Research Now 5
Myths: Mobile research is not for everyone




                                  © 2012 Research Now 6
Myths: Mobile is not representative




                                  © 2012 Research Now 7
Myths: Mobile research is just for
       developed countries




                                     © 2012 Research Now 8
Catching the moving targets
Catching where it matters




                            © 2012 Research Now   10
Catching in the way it appeals to them




                                  © 2012 Research Now   11
Catching when it is fresh




                            © 2012 Research Now   12
Catching it vivid and rich




                             © 2012 Research Now   13
Catching when they are available




                                   © 2012 Research Now   14
Catching them young




                      © 2012 Research Now   15
Catching the moving targets
Real life Example: Movie goer study
Geo location study with Venue trigger
•   All major movie halls in the country fenced
     – Using Foursquare – the largest venue database
•   Highly targeted
     – 489 people tripped the fence
     – 308 completed the survey
•   No painful screeners
     – Those who went to a movie hall get invited
•   High quality
     – No false claims
     – Triggered and validated with geo location




                                                       © 2012 Research Now   17
Real life Example: Shopper study
Geo-fenced in-store shopping survey
•   Study targeted shoppers at Supermarkets,
    Grocery stores and club stores
•   Triggered by geo location
•   Bar code scans, picture of receipts for    No survey results /
    validation                                 pictures shown due to
•   Cross channel invitation vs completion     client confidentiality
     – 894 invited; 334 completed
     – 189 invited; 78 completed
     – 164 invited; 71 completed
•   High compliance for bar code scanning,
    image uploads




                                                        © 2012 Research Now   18
Real life Example: Home ethnography
In home immersion studies with rich media inputs
•   Target : 600 completes in 2 days
     – with rich media inputs on
         snacks, pets
•   Invited 3548 people. Received
    678 responses in 2 days
     – 658 scanned barcodes
     – 673 uploaded pictures
     – 557 uploaded audio
•   Of 361 who had pets, 289
    uploaded video




                                               © 2012 Research Now   19
Catching the moving targets
Mobile research sweet spots

   GREAT with Mobile          Better with Mobile
   • In-store surveys         •   CSAT
   • Ethnography with         •   Concept testing
     media inputs             •   Awareness studies
   • Basket of goods - scan   •   Geo location tracking
   • Diary with timer /       •   Usage study
     calendar trigger         •   Interviewer / CAPI
   • Location triggered       •   CLT Studies
   • In the Moment            •   Youth targets




                                                   © 2012 Research Now 23
It’s not just about app; it’s about people too




                                    © 2012 Research Now 24
Thank You
Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)

pkuppusamy@researchnow.com
+1 614 822 8889

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Catching the moving targets

  • 1. Catching the moving targets Consumers are going mobile. It’s not about whether you You will have to Pala Kuppusamy CEO, Research Now Mobile (formerly iPinion)
  • 4. Myths • People won’t do app/mobile surveys • Not meant for everyone • Not representative • Only developed countries © 2012 Research Now 4
  • 5. Myths: People won’t do app/mobile surveys © 2012 Research Now 5
  • 6. Myths: Mobile research is not for everyone © 2012 Research Now 6
  • 7. Myths: Mobile is not representative © 2012 Research Now 7
  • 8. Myths: Mobile research is just for developed countries © 2012 Research Now 8
  • 10. Catching where it matters © 2012 Research Now 10
  • 11. Catching in the way it appeals to them © 2012 Research Now 11
  • 12. Catching when it is fresh © 2012 Research Now 12
  • 13. Catching it vivid and rich © 2012 Research Now 13
  • 14. Catching when they are available © 2012 Research Now 14
  • 15. Catching them young © 2012 Research Now 15
  • 17. Real life Example: Movie goer study Geo location study with Venue trigger • All major movie halls in the country fenced – Using Foursquare – the largest venue database • Highly targeted – 489 people tripped the fence – 308 completed the survey • No painful screeners – Those who went to a movie hall get invited • High quality – No false claims – Triggered and validated with geo location © 2012 Research Now 17
  • 18. Real life Example: Shopper study Geo-fenced in-store shopping survey • Study targeted shoppers at Supermarkets, Grocery stores and club stores • Triggered by geo location • Bar code scans, picture of receipts for No survey results / validation pictures shown due to • Cross channel invitation vs completion client confidentiality – 894 invited; 334 completed – 189 invited; 78 completed – 164 invited; 71 completed • High compliance for bar code scanning, image uploads © 2012 Research Now 18
  • 19. Real life Example: Home ethnography In home immersion studies with rich media inputs • Target : 600 completes in 2 days – with rich media inputs on snacks, pets • Invited 3548 people. Received 678 responses in 2 days – 658 scanned barcodes – 673 uploaded pictures – 557 uploaded audio • Of 361 who had pets, 289 uploaded video © 2012 Research Now 19
  • 21. Mobile research sweet spots GREAT with Mobile Better with Mobile • In-store surveys • CSAT • Ethnography with • Concept testing media inputs • Awareness studies • Basket of goods - scan • Geo location tracking • Diary with timer / • Usage study calendar trigger • Interviewer / CAPI • Location triggered • CLT Studies • In the Moment • Youth targets © 2012 Research Now 23
  • 22. It’s not just about app; it’s about people too © 2012 Research Now 24
  • 23. Thank You Pala Kuppusamy CEO, Research Now Mobile (formerly iPinion) pkuppusamy@researchnow.com +1 614 822 8889