research in the mobile mindset smartees webinar (est session)
TRANSCRIPT
Research in the Mobile Mindset
Smartees Webinar
This is the full slidedeck of our ‘Research in
the Mobile Mindset’ Smartees Webinar
(EST session). The main focus is on how
market research can help brands with
their mobile marketing challenge. The
main theme is elaborated, followed with
some interesting case studies from
Kinepolis, Andres & Vodafone.
2012 BEST PRESENTATION
ESOMAR 3D
Angie Deceuninck Business Director, InSites Consulting
Niels Schillewaert Managing Partner & Co-founder, InSites Consulting
745.000.000 smartphone users
No environment is 100%
mobile-free anymore
35% 41% 64%
@niels_insites
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
THE CONSUMER VIEW
ALL DEVICES, ALL THE TIME, YOUR CHOICE
The Consumer View
@niels_insites
87% 84% 84% 79%
The Consumer View
WHERE DO YOU EXPECT TO SEE
ADVERTISING?
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“There’s no doubt about it,
facebook is a mobile company”
@niels_insites
Welcome in the
mobile research space!
Are you ready to jump?
@niels_insites
Are you ready for the mobile MRX quiz?
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New Opportunities New Risks
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?
? ?
?
Exploring
? @niels_insites
Recruitment
Mobile = online + offline research
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Should we worry?
Socio demographics Technological advanced Engagement
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Profile?
Impact?
Satisfaction?
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Time to reach 400 participants?
4 hours 4 days 4 weeks @niels_insites
1/Recruitment
?
?
?
Exploring
? @niels_insites
Get access to real behaviour
New information
@niels_insites
In the heat of the
moment?
@niels_insites
1/Recruitment
? ?
Exploring
?
2/Surveys
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How about mobile & MROCs?
@niels_insites
15 inch
4,3 x less engagement?
3,5 inch
@niels_insites
Does mobile make community members
less engaged?
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Yes No
Using the mobile app really
helps me staying in touch
more with the community “ “
Does mobile make community members
less engaged?
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@niels_insites
15 inch
Mobile leads to less rich data?
3,5 inch
Yes No No
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Members don’t post more, but…
…more contextual & personal stuff
@niels_insites
@McDonaldSimon
@Anoukw1 @niels_insites
More engagement
Richer contributions
@niels_insites
1/Recruitment
? ?
Exploring
@McDonaldSimon
@Anoukw1
?
2/Surveys
3/ Communities
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Mobile marketing
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@niels_insites
Customer trial journey
@niels_insites
1/Recruitment
? ?
Exploring
@McDonaldSimon
@Anoukw1
2/Surveys
3/ Communities 4/ Mobile marketing
@niels_insites
And..in all phases of the research!
@niels_insites
1/Recruitment
? ?
Exploring
2/Surveys
3/ Communities 4/ Mobile marketing 5/ Reporting
@niels_insites
Discovering new territory
A new eco system
New information
Mobile marketing
@niels_insites
@niels_insites
Get in
touch
Niels Schillewaert, Managing Partner & Co-Founder
+1 646 386 9853
Angie Deceuninck, Business Director
+1 646 386 9857