leslie townsend mobile - 2012

A Presenta*on from The NewMR Mobile Event 22 February 2012

Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com

For more informa1on about NewMR events visit newmr.org

Say Goodbye to Single Mode Panels & Communi6es Leslie Townsend, Kinesis Survey Technologies

Speaker: Leslie Townsend, Kinesis Survey Technologies, US NewMR Mobile Event, 22 Feb 2012, Session 3

Say Goodbye to Single Mode Panels & Communities

Leslie Townsend President & Co-founder

Kinesis Survey Technologies



Mobile device usage impacts the entire MR respondent experience from beginning to end

Starting with recruitment…



Mobile Recruitment Best Practices for:

•  Registration sites

•  Mobile-specific data collection

•  The authentication process •  Double opt-in

•  Routing choices



Dual-Mode Panelist Tools are Critical

•  All websites need to be mobile-enabled today

•  Dual-mode and mobile research communities assist in panelist engagement and retention



Dual-Mode Panel Community Best Practices

•  Mobile enablement should result in MORE features, not less

•  Support all regularly used functionality in both modes

•  Don’t forget social media options



Incentives, Rewards and Redemptions

•  mCommerce is growing across all consumer segments

•  Mobile panels require mobile rewards redemption and mobile payments, in order to support the end-to-end experience



Additional Features to Boost Engagement

•  Blogs

•  Discussion Forums

•  Geolocation

•  Avatars

•  QR codes and barcodes



Apps vs. Browser Approach

•  Apps are limited to smartphone users

•  Multiple versions of the app must be maintained

•  HTML5 will significantly advance mobile browser capabilities

•  Apps require user-initiated updates, which may not happen



Metadata, User Settings and More

•  Mobile offers new types of metadata

•  Location capture has numerous future uses

•  Privacy settings on mobile

•  Invitations and opt-out procedures


Thank you

Phone: +1 512.590.8300 Email: [email protected] Web: www.kinesissurvey.com

Leslie Townsend, Kinesis President


Q & A

Ray Poynter Vision Cri1cal

Leslie Townsend Kinesis Survey Technologies


Leslie Townsend

Visit the Kinesis website: hRp://www.kinesissurvey.com Read the Kinesis blog: hRp://www.kinesissurvey.com/company/blog Follow Kinesis tweets: hRp://twiRer.com/kinesissurvey

Leslie Townsend has spent her career bridging the market research and mobile worlds. She is among the earliest visionaries of mobile market research, having recognized the vast potential of mobile device usage to expand online market research practices, and in 2003 she co-founded Kinesis Survey Technologies. Today the Kinesis platform is the global industry leader in mobile and multimode survey execution, and also hosts many of the world’s largest mobile panels. Prior to co-founding Kinesis, Ms. Townsend served as Director, New Business Development for Codetoys, where she was responsible for international rollout of the company’s mobile survey solution. Prior to Codetoys, she founded a market research firm for telecom companies, Marketfinders, which focused upon strategic planning and new product rollouts in the wireless arena, actively consulting with wireless applications developers. Ms. Townsend is a regular contributor to market research publications and frequently speaks at various industry events worldwide.

A Presenta*on from The NewMR Mobile Event 22 February 2012

Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com

For more informa1on about NewMR events visit newmr.org

Say Goodbye to Single Mode Panels & Communi6es Leslie Townsend, Kinesis Survey Technologies

leslie townsend mobile - 2012

Marketing

us newmr mobile event

mobile invitations

mobile payments

mobile research communities

mobile rewards redemption

end experience

browser approach apps

panelist engagement