Presentation on using mobile for mystery shopping presented by Mark Michelson at the Mystery Shopping Provider's Association European Conference in Sardinia, May 2

1. Mobile Mystery Shopping
Capturing the
Customer Experience
in the Moment
Mark Michelson
Executive Director, MMRA
Atlanta, Georgia USA
www.mmra-global.org #mmra
www.mmra-global.org #mmra

2. Actually, please turn
them on and share
your thoughts/notes
using twitter:
#mmra
1 www.mmra-global.org #mmra

3. Change is Growth
• "Without change there is no innovation,
creativity, or incentive for improvement.
Those who initiate change will have a better
opportunity to manage the change that is
inevitable."
– William Pollard
2 www.mmra-global.org #mmra

4. What is Mobile?
• It’s the ability to connect to the internet and
other people from anywhere, anytime
• Portable (wifi) and Network (cell)
connectivity
• Smart phones, Dumb Phones, Tablets,
Laptops
3 www.mmra-global.org #mmra

5. The Exo-Brain
• Google already
functions as an ‘exo-
brain’. The device
many of us carry in
our pockets harnesses
millions of servers
worldwide and fulfills
what we’d otherwise
expect from our
education and
memory.
4 www.mmra-global.org #mmra

6. Why understand shoppers in the
moment with Mobile MS?
• It’s not about mystery shopping for mobile
devices…
– it’s about using mobile devices to help bring the
shopper experience to life
• Mobile is the preferred personal media
• More mobile devices are being used to
connect to the internet than desktop
computers
5 www.mmra-global.org #mmra

7. Why understand shoppers in the
moment with Mobile MS?
• Best way to know what shoppers are
really doing and when they are doing it
– Real time data tracking and time stamping
– Validated with geo-location
– Enhanced reporting with
video/photo/audio
6 www.mmra-global.org #mmra

8. Mobile MS helps clients
• Store managers, who are increasingly mobile,
should be able to quickly access shop
information at their finger tips
• Text alerts with links to access to specific
content
7 www.mmra-global.org #mmra

9. Early Days of Mobile MS and MR
• Adoption of traditional mystery shopping and
marketing research methods…
– Store/merchandising audits
– Hidden video
– Shopper diaries
– IVR/satisfaction reports
– Intercept surveys
8 www.mmra-global.org #mmra

10. Early Days of Mobile MS and MR
• ….to new technologies
– PDA’s (e.g. Palm Pilot)
– SMS/Text
– Spy cams
– Cameras
• But it was slow to be adopted by participants
and clients – mostly because it involved
device management
• Smart Phones changed the game
9 www.mmra-global.org #mmra

11. Types of data Mobile MS provides
• Qualitative & Quantitative
– Behavioral: What shoppers do
while shopping
– Observational: What shoppers
observe
– Sentiment: What shoppers
say/think
– Emotional: How shoppers feel
while shopping
10 www.mmra-global.org #mmra

12. Types of data Mobile MS provides
– Sensory: How shoppers perceive sights, sounds
• Future inputs will include temperature, eye
tracking and more
– Passive: Geo-location, timing, media engagement,
Packaging scans (UPC and QR codes)
11 www.mmra-global.org #mmra

13. Apps, Mobile Enabled Web (MWAP),
and SMS/Text
– Apps – allow for data collection without being
connected to web. Data transmitted when best
signal is available (wifii for videos, etc.)
– MWAP – requires constant connection to web
– SMS/Text – data can be transmitted, but difficult
to synchronize with existing platforms
12 www.mmra-global.org #mmra

14. Advantages of Mobile MR/MS
Presented by Remy Bleijendaal from TNS Nipo at MRMW conference
• Mobile MR (MS) advantages include
– Immediacy, fewer recall issues
– Shorter surveys leading to higher data quality
– Contextual richness
– Respondent convenience
– Greater reach in emerging markets
– Greater youth engagement
13 www.mmra-global.org #mmra

15. Challenges with Mobile MS
• Issues with Mobile MS include:
– Screen size
– User experience and questionnaire length
– Validity of self-reported data
– Whether to calibrate previous data or move
forward with new methodologies
14 www.mmra-global.org #mmra

16. “OMG” & “WTF”
Shared by Kristin Luck of Decipher at MRMW Conference
• OMG
– O – Online tracking data
– M – Meta-data in photos
– G – Geo-location
• WTF
– W – Wandering device ID’s
– T – Too complex privacy polices
– F – Fees for SMS and data streaming
15 www.mmra-global.org #mmra

17. Ethics and Standards in Mobile MS
• Mobile is very personal media
– Research participants consent with opt-in permission
– Transparency gains trust
– Self-editing and review before approval
– The right to be forgotten
– Cost to participant for data access
• MMRA is working with major associations
including ESOMAR, QRCA and MSPA to create
codes and guidelines for privacy assurance
16 www.mmra-global.org #mmra

18. Which vendors have Mobile MS
apps currently?
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23. MoleShopper: a m obile app f or m ystery shoppers 5/ 29/ 12 7:51 AM
A mobile app for mystery shoppers!
Volume Accuracy Confirmation
When your mystery shoppers use MoleShopper:
Each shopper gathers more information, so your client
gets more data per shop
Your client gets more accurate data: all data is time-
stamped and geo-tagged
It's easier to recruit shoppers, since each shopper spends
less time memorizing questions and documenting the
shop
Interested?
Leave your contact information and we'll contact you as soon as
it's released!
Contact me!
© 2012 MoleShopper.com
http:/ / m oleshopper.com / Page 1 of 2
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31. Mobile MS Trends
• Shorter questionnaires = more actionable info
• More targeted assignments – take a photo of “x”
display
• More validation and transparency of everything
– Image geolocation tags, shopper location at time of
reporting
• Near Field Communications will help target more
precise location in stores
• Dissipated workforce through apps – Gigwalk, Roamler
• Tech cowboys
30 www.mmra-global.org #mmra

32. Predictions for Mobile MR/MS
Presented by Robert Moran at MRMW conference
• Three of the possible futures could be:
– Power to the people
• Dissipated workforce displaces traditional mystery
shopping
– E-Agency
• MS firms replaced by e-lancers and tech developers
catering to DIY clients
– Portal power
• All key consumer data are integrated in a single online
portal
31 www.mmra-global.org #mmra

33. The Opportunity is Yours!
• Use mobile to bring mystery shopping reports to life
• Start slowly by adding services – not replacing them
• Engage shoppers beyond observations
• Clients need to keep people’s trust –learn best
practices of mobile marketing research
• It’s about transparency and collaboration – bringing
the true customer experience to your client
32 www.mmra-global.org #mmra

34. Want to Know More?
• Join MMRA
– MSPA members can save $50 on registration
• 3 Conferences Per Year
• Last month in Amsterdam – 180 attendees
• Next one in Cincinnati July 18-20
33 www.mmra-global.org #mmra

35. Thank You For
Your Curiosity!
Mark Michelson
markm@mmra-global.org
www.mmra-global.org #mmra #MobileMR
www.mmra-global.org #mmra