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MBA 615 - Mobile Market Research - MIS project
- 1. Mark Bundang Linda Kudzman Arta Ndreu Martine St-Pierre March 18 th 2010 Emerging Technology: Mobile Market Research
- 5. Comparison of Established Modes F2F Phone Mail Online Cost High Moderate Low Low Speed Slow Immediate Slow Fast Response Rate High Moderate Low Self-selected Geographic flexibility Difficult Good Excellent Excellent Interview bias Problematic Moderate N/A N/A Interview supervision Difficult Easy N/A N/A Quality of response Excellent Limited Limited Excellent
- 8. How Mobile Market Research Works
- 9. Works just like online research…
- 10. Home Depot Example Home Depot Mobile Customer Survey
- 17. How today’s companies are reacting to it
- 23. Conclusion
Editor's Notes
- The idea of respondents completing questionnaires on mobile devices has long been “the next big thing” in online research, however, like many “next big things”, most of us have been waiting for it to actually happen. However, with the explosion of mobile Internet usage over the last few months, it looks like that time is rapidly approaching. The trend for where this is going is pretty obvious. As per usual all we need to do is cast an eye towards teenagers and how they are engaged with the latest technology. In this case, a recent Pew Internet study found that in early 2008, almost three-in-four American teens (12 to 17) had a mobile phone, compared to 45% in 2004. The net result of the increased usage of mobile phones among teens is a generation of users who have little use (or time) for sitting down at a desktop to send an email when they can simply update their Facebook status on their mobile phone.
- I like this!! Very visual.
- Mobile phones share the same characteristics as the traditional market research methods but they have some additional unique advantages.
- With mobile research, one can get real time and instantaneous feedback. There is the advantage of inclusiveness. Some target markets may be very difficult to reach using traditional methodology. With mobile research, one can get to the traveling business professions and the busy households. There is also a high response rate. Consumers can easily complete surveys anywhere and at anytime with their cell phone; whether they are waiting for a bus or in line at the supermarket. Mobile research also offers some unique options and capabilities that help solidify the potential of this methodology.
- Some may compare mobile marketing with online surveys, there are some features that mobile research can offer that online surveys cannot. Mobile research offers immediate point of sale/service feedback. This instantaneous feedback can happen before, during and after events. Through completion of these surveys in situ, one can track where the consumer experienced the brand, when they experienced it, etc. The data that is captured through live product surveys gives the administrator more in depth knowledge of consumer behaviour. The sooner you can get consumer feedback after purchase, the more accurate the information is.
- Surveys on the mobile can look similar to online surveys; you can send/receive pictures and videos as questions and answers. You can create open text, rating and multiple choice fields in the questionnaire. The surveys can be date and time stamped and can be personalized and directed to specific target markets.
- The surveys can be anonymous. The responder has the choice of using WAP (mobile websites) or SMS. You can institute a response quota on your mobile survey and send reminders to respondents. Mobile surveys that are sent out (i.e. during events) can be supported by live communication with survey administrators.
- Perception that the mobile phone is too personal and therefore people are protective of giving permission to contact them When consumers are asked specific questions in an unrelated environment of the research study, consumers often answer in a socially acceptable way, not revealing their true motivations. Perception as merely “a viable research method for short, simple surveys that are popular among users of mobile Internet technology.” People are so concerned about the cost of messaging, because of the proliferation of premium reverse-billed services, spam and high-profile TV and radio shows that have been found to be misrepresenting services that they won’t engage. Risk perception in the context of mobile marketing mainly results from the fear of data misuse and the reception of unwanted mobile marketing messages Clearly, the establishment of a well-founded basis of trust for mobile marketing as a generic form of marketing communication has to be a major goal for all advertising companies. This is the prime prerequisite for consumers’ willingness to permit the reception of advertising messages on their mobile phones and to provide personal data for the personalization of those messages. Thus, it is a prerequisite for the consumer acceptance of mobile marketing
- How today’s companies are reacting to it
- According to a recent Nielsen survey: Mobile internet usage is outpacing desktop internet usage at eight times the adoption rate. 57 million people accessed the web on their mobile devices in July 2009. In the U.S., mobile internet users increased by 74% between February 2007 and February 2009. The Nielsen Company employs advanced data collection methodologies and measurement science to help businesses turn new and traditional sources of data into customer intelligence to better manage their brands, launch and grow product portfolios, optimize their media mix and establish meaningful customer relationships. They are passionate about measuring and analyzing how people interact with digital platforms, traditional media and in-store environments - locally as well as globally. We provide the most complete understanding of how consumers get information, consume media and buy goods and services. Employs advanced data collection methodologies and measurement science Helps businesses turn new and traditional sources of data into customer intelligence Allows Cie to better manage their brands, launch and grow product portfolios, optimize their media mix and establish meaningful customer relationships. World’s leading marketing and media Information Company. Passionate about measuring and analyzing how people interact with digital platforms, traditional media and in-store environments Provides information on how consumers get information, consume media and buy goods and services.
- Market research survey software company Vision Critical , provides interactive market research combining technology, researchers and global online panels. Vision Critical: The study compared mobile data collection and online data collection in the United States, Canada and United Kingdom and found that when mobile questionnaires are managed properly, respondents will answer in a similar fashion to those who respond using the traditional desktop experience. The findings leave the door wide open for multi-mode surveys – with benefits that include increased response rates and the ability to conduct immediate onsite research. Canada Blackberry – A great level of engagement but not the same level of passion ( they participated in the surveys and Iphone- very passion, they go anywhere with it, they enjoy the surveys more, more willing to do, thought were very convinent (Younger users than Blackberry) USA – Samsung and motorola UK - Nokia Mindshare- Global Media Network 800 children were equipped, for three days each, with mobile smart-phones which ask them every half-hour about their location, their activity, their media use and eating habits. In certain situations, the children were additionally asked to photograph their environment. The times in which the device would not be used, i.e. during and school and sleeping hours, were meticulously documented in advance and could therefore be considered in the analysis. Cornelia Krebs, Head of IP Deutschland’s Media Analysis department, says: “Our goal is to keep getting to know children and their worlds better and better. Thanks to our numerous studies, we keep learning new things about this exciting, complex demographic.”
- The aim of this campaign was to create excitement around the 2009 FIFA confederation cup and the 2010 World cup while building a database. A contest was put in place where customers were asked to text FLAG to a determined number or to go to www.flythesouthafricanflag.mobi . Answer 2 questions, answers were found on the website. The campaign was so successful, resulting in a 72 percent response rate. In this case, traditional marketing was combined with an incentive mobile survey leading to an impressive database for the future use of both parties. (text sent to announce 365days before kick off of 2010 World cup).
- Mobile marketing is a new, efficient and accessible method to collect and transmit information, allowing o increase the return on investment, and free the companies from doing time consuming and expensive phone surveys and focus groups. Point 1 Many mobile phone companies did mobile surveys to ask customer if their product would be sustainable through the economic recession. (VIRGIN) Point 2 Discovering what customers love about the brand – and replicating more of it: with regular feedback for brand improvement and enabled the company to see the brand through the eyes of their customers. Considering…. We are convinced that mobile marketing will become the method of choice by most businesses in a near future