081915-Capturing Real-Time Customer Insights via Mobile Research

©
Gold
Research
Inc.

|
www.goldresearchinc.com

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1-‐800-‐549-‐7170
CONFIDENTIAL
1

Capture
Real-‐Time
Customer
Insights

via
Mobile
Research

August
19,
2015

©
Gold
Research
Inc.

|

|

1-‐800-‐549-‐7170
CONFIDENTIAL

Speaker
Bio

2

NiAn
Sharma,
MBA

CEO,
Gold
Research,
Inc.

8000
I.H.
10
West,
Suite
600

San
Antonio,
Texas,
78230

Ph:
210-‐213-‐6752

niVn@goldresearchinc.com

15+
years
of
market
research
experience

CEO,
Gold
Research,
Inc.

Shopper
Insights
“Guru”

Consults
with
clients
in:

Retail:

Dressbarn,
Maurices

Financial:

LifeLock,
PrudenVal

Consumer:

Dannon,
Clorox

Food:

Outback,
Fleming’s

Research:

Hypothesis,
SenVent

AdverVsing:

Brown
Parker
DeMarinis
,
Images
USA

Eric Small, MS
Research Director
Raunak Vardhan Singh
Senior Researcher
Terry Lyons
Project Manager
Ramon Novoa
Research Manager

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Gold
Research
Inc.

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1-‐800-‐549-‐7170
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Common
ApplicaVons

3

•  Concept Testing
•  Convention Interviews
•  In-Hospital Surveys
•  Restaurant Research
•  In-Store Research
•  Planogram Research
•  Exit Polls at Movie Theatres
•  Pricing Research
We help clients leverage mobile research for:
•  B2B Research
•  Consumer Research
•  Conference Research
•  Event Research
•  Mystery Shops
•  Marketing & Advertising Testing
•  New Concept Testing
•  Pricing Research
•  Retail Shopper Research
•  Mobile/Web Visitor Research
Industries supported include retail, restaurant,
food services, hospitality, healthcare, financial
services, technology and consumer goods.

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

PresentaVon
Layout

4

Closing Thoughts
Misconceptions vs. Reality
Common Formats
Best Practices
Real World Examples
Mobile Research

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Research
Inc.

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1-‐800-‐549-‐7170
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5

MisconcepAons
Vs.
Reality

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Research
Inc.

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1-‐800-‐549-‐7170
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MisconcepVons
vs.
Reality

6

MISCONCEPTION
Customers don’t like to take
surveys or participate in mobile
research while shopping
REALITY
Customers will provide real-time
insights if you keep it:
!  Simple
!  Relevant
!  Engaging
!  Convenient

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Research
Inc.

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MisconcepVons
vs.
Reality

7

MISCONCEPTION
Why do mobile research when
we can get reliable feedback
from email, paper, mail and
traditional phone surveys?
REALITY
!  Mobile research is more apt
for certain business situations
(e.g. onsite research)
!  “In-the-moment” research
yields better insights vs.
reflective feedback (email/
online surveys)
!  Response rates typically
higher vs. paper, mail and
traditional phone surveys

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Research
Inc.

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1-‐800-‐549-‐7170
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MisconcepVons
vs.
Reality

8

MISCONCEPTION
Mobile research is expensive
REALITY
Mobile research cost is
comparable to online surveys
and often LESS expensive
!  Vs. paper or mail surveys
(which have to be scanned,
cleaned, processed, tabulated
before any insights can be
generated)
!  Vs. traditional phone surveys
(where data collection involves
training costs, lengthy setup
and long fielding times)

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Research
Inc.

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1-‐800-‐549-‐7170
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MisconcepVons
vs.
Reality

9

MISCONCEPTION
Gathering and compiling
insights from mobile research
takes too long
REALITY
Based on the format selected,
mobile research can be
accelerated by using more onsite
interviewers, more devices,
targeted sample, and surveying
multiple locations concurrently
Mobile research yields insights
instantly, including:
•  real-time comparisons across
multiple locations
•  quick drill down into individual
locations

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Gold
Research
Inc.

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1-‐800-‐549-‐7170
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MisconcepVons
vs.
Reality

10

MISCONCEPTION
Only email, paper, mail and
phone surveys provide rich
data
REALITY
Mobile research matches email,
paper, mail and phone surveys in
data quality and richness
Additional pluses:
•  Feedback that is “fresh” and
reflective of that moment
•  Deep insights into buyer
behavior
•  Location based targeting
•  Enrich insights with in-the-
moment pictures & videos

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL
11

Mobile
Research:
Common
Formats

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Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

1.
QR
Codes

2.
Receipt
Links

3.
Kiosks

12

1.  Web/Mobile
Trackers

2.  Mobile
Intercepts

3.  Mobile
Panels

4.  SMS
Surveys

Mobile
Research:
Common
Formats

ReacVve

1
ProacVve

2

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Research
Inc.

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ProacVve
Mobile
Research:
Web/Mobile
Trackers

13

How?

•  Create
online/mobile
survey
(10
-‐15
mins)

•  Target
visitors
aeer
they
exit
your
website

•  Track
&
display
to
visitors
as
they
visit
other

sites
to
capture
real-‐Vme
feedback

PROS:

•  Enables
feedback
from
visitors
to
your
site

•  Non-‐Intrusive

•  Overcomes
pop-‐up
blockers

•  Inexpensive

•  Instant
insights

•  Targeted

•  Allows
longer
surveys

CONS:

•  Limited
to
website
visitors

•  IncenVves
needed
to
boost
response
rates

Survey
InvitaVon

Web/Mobile
Trackers

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Research
Inc.

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1-‐800-‐549-‐7170
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ProacVve
Mobile
Research:
Mobile
Intercepts

14

How?

•  Create
online
survey
(can
go
up
to
10
-‐
12mins)

•  Install
survey
on
mobile
tablets
or
phones

•  Place
surveyor
onsite
with
survey
device

PROS:

•  Enables
feedback
at
point-‐of-‐purchase

•  Survey
lengths
can
be
longer
than
5
mins

•  Enables
complex
surveys

•  Disables
response
bias

•  Easy
data
processing

•  Enables
in-‐ﬁeld
course
correcVon

•  Inexpensive

CONS:

•  Surveyor
training
and
quality
is
key

•  Coverage
limited
to
surveyor
availability

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Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

ProacVve
Mobile
Research:
Mobile
Panels

15

How?

•  Create
online
survey
(can
go
up
to
10
–
12
mins)

•  Make
mobile
friendly

•  Rent
mobile
panelists

•  Set
dates/Vmes
for
data
collecVon

PROS:

•  Enables
feedback
at

•  Survey
lengths
can
be
longer

•  Enables
complex
surveys

•  Disables
response
bias

•  Easy
data
processing

•  Inexpensive

CONS:

•  Coverage
limited
to
panel
availability

•  Limited
duraVon
of
data
collecVon

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

ProacVve
Mobile
Research:
SMS
Surveys

16

How?

•  Create
short
quesVon
survey
(4
quesVons
or

less)

•  Put
survey
code
on
purchase
receipt

•  Transmit
directly
to
customer
phones

PROS:

•  Provides
instant
real-‐Vme
feedback

•  Short
and
simple

•  EﬀecVve
in
maintaining
customer
pulse

CONS:

•  Setup
requires
sophisVcated
soeware

•  SMS
charges
for
parVcipaVng
shoppers

•  Allows
very
short
surveys
(3
–
4
quesVons)

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

ReacVve
Mobile
Research:
QR
Codes

17

How?

•  Create
brief
online
survey
(under
5
mins)

•  Embed
survey
into
QR
code

•  Put
QR
code
on
purchase
receipt

•  Make
mobile
“friendly”

PROS:

•  Enables
feedback
at

•  Inexpensive

•  Allows
changing
of
surveys
in
the
backend

CONS:

•  Typically
low
response
rates

•  PotenVal
to
be
skewed
by
those
“very
happy”

or
“very
unhappy”

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

ReacVve
Mobile
Research:
Receipt
Links

18

How?

•  Create
short
online
survey
(under
5
mins)

•  Put
survey
link
on
in
store
promoVons
or

purchase
receipts

•  Make
mobile
“friendly”

PROS:

•  Enables
feedback
at

•  Inexpensive

•  Allows
changing
of
surveys
in
the
backend

CONS:

•  Typically
low
response
rates

•  PotenVal
to
be
skewed
by
those
“very
happy”

or
“very
unhappy”

©
Gold
Research
Inc.

|

|

1-‐800-‐549-‐7170
CONFIDENTIAL

ReacVve
Mobile
Research:
Kiosks

19

How?

•  Create
short
online
survey
(under
5
mins)

•  Install
survey
on
kiosk

PROS:

•  Enables
feedback
at

•  Survey
lengths
can
be
longer
than
5
mins

•  Enables
complex
surveys

•  Can
be
bundled
in
with
onsite
promoVons

CONS:

•  Typically
low
response
rates

•  Can
be
expensive
to
install
and
maintain

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL
20

Mobile
Research:
Real
World
Examples

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Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

Mobile
Research
Example
1
:

Tracking
Customer
Loyalty

21

CHALLENGE

Measure
retail
customer
loyalty

naVonwide
quickly
and
on
a

budget

SOLUTION

•  Mobile
Intercepts

•  Loyalty
quesVonnaire
deployed

•  Stores
selected
naVonwide

•  Shoppers
intercepted
at
store
exits
by

surveyors
holding
mobile
tablets

•  Insights
available
in
real-‐Vme
across
locaVons

•  Data
collected
within
2
weekends

RESULTS

•  IdenVﬁcaVon
of
in-‐store
issues
enabled

quick
improvements

•  Program
transformed
into
an
annual

saVsfacVon
tracker

•  Retailer
able
to
successfully
measure

pulse
of
its
customers
naVonwide

©
Gold
Research
Inc.

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1-‐800-‐549-‐7170
CONFIDENTIAL

Mobile
Research
Example
2:
Concept
TesVng

22

CHALLENGE

Test
new
concepts
in
select

markets
prior
to
naVonal
launch

SOLUTION

•  Mobile
Panel

•  Target
sample
screened

•  Qualiﬁed
respondents
asked
to
visit
client

trucks
in
their
neighborhood

•  Respondents
visit
and
provide
real-‐Vme

feedback,
pictures
of
test
concepts

•  Geo
stamping
done
to
match
respondent

and
client
truck
locaVons

•  Data
collected
in
all
locaVons
within
5
days

RESULTS

•  Real-‐Vme
results
helped
quickly
idenVfy

most
favored
concepts

•  Pictures
taken
by
respondents
helped

improve

concept
presentaVons

•  Top
concepts
launched
naVonwide

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Research
Inc.

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1-‐800-‐549-‐7170
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CHALLENGE

Mystery
shop
restaurant
locaVons

to
assess
service
quality

Mobile
Research
Example
3:
Mystery
Audit

23

SOLUTION

•  Mobile
Intercepts

•  Mystery
shoppers
visited
each
restaurant

•  Comments,
pictures
of
each
locaVon

submimed
in
real-‐Vme
via
phones

•  Data
collected
over
5
days,
including
weekdays

and
weekends

RESULTS

•  Real-‐Vme
results
helped
raise
awareness
of

the
service
quality
in
each
locaVon

•  Comparisons
revealed
relaVvely
low
scores
in

two
locaVons

•  Performance
benchmarks
established
for

ongoing
tracking
and
measurement

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Inc.

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Best
PracVces:
Setup

25

Phone Survey
Tablet Survey
SETUP

•  Keep
survey
brief
(5
–
10
minutes)

•  Develop
quesVons
carefully
|
Avoid
GIGO
(Garbage-‐In-‐Garbage-‐Out)

•  Only
ask
quesVons
relevant
to
the
visit
or
shopping
experience

•  Format
survey
to
be
mobile
compaVble

•  …..and
plaoorm-‐agnosVc

Keep
‘em

Short-‐n-‐Fun!

1

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1-‐800-‐549-‐7170
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Best
PracVces:
Visual
Appeal

26

Keep
Bumons
Large
for

Easy
Finger
SelecVons

Replace
Text
with

Images/Visuals

2 3
Visual appeal is important – better looking surveys get higher response rates!

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Research
Inc.

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1-‐800-‐549-‐7170
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27

Best
PracVces:
Make
it
Fun
for
Customers

Gamify
surveys
to
keep
them
fun
&
engaging

4

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Best
PracVces:
Make
it
InteracVve

28

!  Enable
in-‐survey
picture
and
video

taking

!  Let
customers
show
you
what

they
see
onsite

Make
it

InteracVve

5

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Research
Inc.

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1-‐800-‐549-‐7170
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Best
PracVces:
Keep
it
“Open
Ended”

29

!  You’ll
be
surprised
by
how
much

people
want
to
share
while

experiences
are
sVll
fresh

!  Encourage
them
to
type
in
and

share
what
they
thought
about

your
products
or
services

Always
Ask
for

Open-‐Ended
Feedback

6

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Research
Inc.

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Best
PracVces:
ReporVng

30

!  Less
text,
more
visuals

!  Segment
insights
by
customer

status
and
locaVon
(where

applicable)

!  Among
customers,
focus
on:

" Proﬁling

" Sales
drivers

" Loyalty

" Frequency
of
purchase

!  Among
non-‐customers,
focus
on:

" Proﬁling

" Resistance
drivers

" Improvements
desired

ReporVng

7

©
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32

!  Mobile
Research
is
a
viable
method
–
and
oeen
the
best
method

–
for
many
business
and
research
needs

!  Crae
quesVons
keeping
core
business
issues
in
mind,
so
that

responses
can
translate
into
acVonable
insights

!  Monitor
data
as
it’s
coming
in
to
ensure
quality

" Review
GPS
stamping
(for
locaVon
veriﬁcaVon),
survey

compleVon
Vmes,
straight
lining,
verbaVm
quality,
etc.

!  Visit
www.goldresearchinc.com/resources

and
to
download

your
free
guide
on
“7
Common
Pioalls
in
Mobile
Research
and

How
to
Avoid
Them”

!  QuesVons?

Closing
Thoughts

www.goldresearchinc.com/resources

081915-Capturing Real-Time Customer Insights via Mobile Research

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