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MOBILE LIFE: THE NEW MR PARADIGM SETTING THE CONTEXT: MR AT AN INFLECTION POINT DON’T TAKE MY WORD ON IT Almost 60% of Client Research VPs expect major transformation by 2020* 70% of whom expect this to be evident by 2015 *38% among total respondents (N=160) Source: Cambiar Future of Research Study, 2011 AN INDUSTRY IN THE MIDST OF TRANSFORMATION Major structural and systemic changes being faced by those in the marketing research industry, and virtually everyone involved acknowledges it. Research Buyers are more optimistic (75%) than Suppliers (60%) about the changes happening, although clearly overall both view the changes as more promising than threatening. Gaps between Suppliers and Buyers, tenure in the industry, age of respondents and geographic location exist when it comes to emerging technology adoption. Social media, mobile, MROCs and text analytics are the newer techniques most likely to be used in the foreseeable future. THE FUTURE IS GLOBAL Millions 431 720 100% 336 600 366 4% 3% 5% 90% 80% 70% 284 512 11% 12% 709 666 1008 32% 35% 22% 19% 43% 46% 46% S2010 F2010 2011 19% 47% 53% 65% 55% 57% 60% 53% 53% 38% 50% 40% 30% 20% 53% 35% 43% 42% 38% 36% 35% 2005 2006 2007 2008 2009 10% 0% 2003 2004 Only in US Both Inside and Inside US Only Outside US MROCS, TEXT ANALYTICS & MOBILE OH MY! WHAT EMERGING TECHNIQUES ARE BEING USED TODAY? 44% Online Communities 33% 38% Social Media Analytics 26% 35% Data Mining 31% 26% Text Analytics 21% 16% Mobile Surveys 22% 15% Eye Tracking 10% Webcam-Based Interviews 14% 16% 11% Visualization Analytics 9% 11% Prediction Markets 9% "Apps" based research Crowdsourcing NeuroMarketing 5% 8% 7% 7% 11% 11% 7% Mobile Qualitative 11% 6% 7% Virtual Environments 6% Mobile Ethnography Research buyer or client Research provider or supplier 10% 5% 4% Biometric Response Serious Games 0 0% 3% 10% 20% 30% Note: Among research buyers (n=209) and research suppliers (n=799). 40% 50% WHAT EMERGING RESEARCH TECHNIQUES WILL BE USED IN 2012? 52% Social Media Analytics 39% 52% Online Communities 46% 41% Data Mining 31% 37% Mobile Surveys 41% Text Analytics 31% 34% 22% 23% 22% "Apps" based research Webcam-Based Interviews 26% 22% Mobile Qualitative 28% 20% Mobile Ethnography 24% Prediction Markets 14% 18% 16% Eye Tracking 13% 13% 14% 12% 13% 10% 9% Visualization Analytics Crowdsourcing NeuroMarketing 8% Virtual Environments Research buyer or client Research provider or supplier 12% 6% 6% Biometric Response Serious Games 0% 1% 6% 10% 20% 30% 40% Note: Among research buyers (n=209) and research suppliers (n=799). 50% 60% MOBILE: THE DEFINITION OF UBIQUITY ONLINE RESEARCH: THE CURRENT MR PARADIGM MOBILE WILL DEFINE THE FUTURE SMARTPHONES APPROACHING 50% PENETRATION Source: egg strategy MOBILE IS GLOBAL DATA A LOCAL PERSPECTIVE DEFINING THE MOBILE MR FUTURE “Strategic differentiation does not occur by delivering data, it occurs by redesigning thinking” THE MOST PERSONAL & FLEXIBLE TECH EVER 8 Megapixel Camera 1080p HD Video Camera GPS Locator GSM/CDMA Global Antenna MicroSD 16GB Removable Storage Pocketwatch Near Field Communication (NFC) Chip for Payments Dictaphone Gyroscope Motion Sensor 3.5mm Headphone Jack Source: egg strategy Telephone Maps and Turn-by-turn Navigation STANDARD FEATURES = NEW OPPORTUNITIES • Panel Building: Consumers opt-in by downloading the app or registering via simplified web interface • QR Codes/Short Codes: Launch mobile surveys and recruit new panelists anytime and from anywhere • Geo-location: Trigger survey invitations/ reminders automatically based on the respondent’s location • Speech to Text: Quickly and easily capture qualitative, experiential feedback in real-time • Custom Research Apps: All research functionality incorporated into one solution; great for long-term panels and diary research • SMS: Still the universal feature across all devices for recruitment or short feedback engagement, especially in emerging markets • Cameras: Cameras and video are standard on almost all devices allowing respondents to share their lives in the moment • UI: Shorter, more targeted, intuitive and engaging interactions that build value over time vs. one-off projects • Meta Data: App usage, web browsing, POS, geolocation, social networking: all are possible to access Source: Kinesis Survey Technologies RAPIDLY DEVELOPING, MANY ENTRANTS & ANGLES SMARTPHONE AS PARTICIPATIPATORY SURVEY DEVICE SMARTPHONE AS MOBILE QUANT DEVICE Source: egg strategy SMARTPHONE AS ETHNO TOOL ADJUNCT TO ONLINE QUAL SYSTEMS THE MOBILE MR ECOSYSTEM TODAY MOBILE SURVEY PLATFORMS •KINESIS •TECHNEOS •SURVEY ANALYTICS •MARKET TOOLS •ONE POINT •DECIPHER •IPINION •LUMI MOBILE •NPOLLS •SKOPOS •JETJAW MOBILE MROCS •VISION CRITICAL •PASSENGER •GONGOS •MOBILE MEASURE •RAMIUS •COMMUNISPACE •PLUGGEDIN •VOVICI MOBILE ETHNOGRAPHY INTEGRATED PANEL/SURVEY •EGG STRATEGY OVER THE SHOULDER •ETHOS APP •REVELATION •CIVICOM •VISIONSLIVE •CINT •USAMP •RESEARCH NOW •SSI •TOLUNA •PUREPROFILE •JANA (TXTEAGLE) MOBILE QUAL •20/20 •QUALVU •FOCUS FORUMS •ITRACKS •FOCUSVISION •DUB NON-MR PLATFORMS •WAYIN •OPINIONAIDED •QRIOUSLY •POLLBOB •IKNOW •SURVEY MONKEY •FACEBOOK •GOOGLE •LOCKERZ •TIIPZ •MOBILEWALLA •FOURSQUARE •YELP Industry To-Do List: • Get mobile experience now! All researchers must make a plan to begin building mobile and multimode research expertise • Launch a PR campaign to remind brands that market research is critical for honing mobile marketing strategies – it’s a new frontier for ad spending • Provide a more integrated experience throughout all components of the value chain – from ad exposure to shopping/decision making to usage/consumption • Develop all projects based on the respondents’ perspective: create a seamless end-to-end participation experience (recruitment, registration/profiling, invitation system, survey participation, incentive management, etc.) for both mobile and PC interaction • Expand recruitment practices to obtain a larger sample - recruit from traditional websites, mobile sites, social media, and general intercept Source: Kinesis Survey Technologies