October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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THE SOUND OF BIG DATA Combining Big Data with mobile diaries to create contextual customer profiles

On Device Research uses the mobile internet to gain access to consumer opinion at any time or location. • Mobile-only audiences • Emerging / growth markets • In-the moment research • Advertising effectiveness

Mobile research panels

10 million mobile surveys in 57 countries.

Focus on emerging markets and mobile-only audiences.

A platform to discover new, original music and audio, to build an audience, and to share online and on mobile. * 200 million users per month * 12 hours of audio uploaded every minute

The Challenge With Big Data

Volume

Velocity

Variety

MB GB TB PB

unstructured

table

data base

batch

periodic

real time

near real time

• Marketing is 4Ps Product, Promotion, Place and Price

• Big Data is 3Vs Velocity, Volume and Variety

• Context of current user’s interaction

• Missing market insights

• Resource intensive to access and analyze

The Challenge

Understand the time spent on listening to audio

Time

Explore dimensions of motivations

Motivation

Impact in consumers’ everyday lives

Impact

Principal Aims

PRE-RECRUITMENT & SCREENING

MOBILE DIARY

POST-SURVEY FOLLOW UP

DATA CONSOLIDATION

On Device Research

SoundCloud

Methodology

Mon Tues Wed Thu Fri Sat Sun

Time of day of encounters

How a mobile diary looks

7am 7am

12am

7am

5pm

12am

9am

11am

4pm

5pm

6pm

Exit survey

Intro survey

PRE-RECRUITMENT & SCREENING

MOBILE DIARY

POST-SURVEY FOLLOW UP

DATA CONSOLIDATION

On Device Research

SoundCloud

Methodology

Every participant agreed up front

User IDs to link data

Big Data

Data Consolidation

Research Data

Link Server Data + Research Data to Create Enriched Data

THIS IS CYRA

User Profile

Diary

User

Creator 25,923 Follower

49 Sounds 6 Sets

931 Likes 8,698 Comments 1,631 Following

… Creator Pro Account

High Engagement Segment 6

Played Downloaded

Reposted Liked

Commented Add to sets

… Country

Mobile or Web Genre

Demographics Online habits

Competitive use Social sharing

Feature …

Diary Content Genre Device

Location With

Big Data

Research Data

Big Data

Data on Cyra

Listener

Most listening happened via mobile

on their own

1 in 4 of SoundCloud’s most active and

engaged listeners are also creators, like Cyra

When not listening they are active social

people, preferring sports and socializing in their offline lives

Love to share online via multiple

social media

Creator / Listener Like Cyra

Male, 28 Spends $24/m on music Lives in US urban area Aware of 10 services Uses 5 in parallel: Youtube iTunes, Pandora, Spotify SoundCloud

“I have an emotional connection to the music I listen to.”

“I use SoundCloud to listen to music and audio. I also

actively share content.”

“I know what I want to listen to: artists I like.”

“This helps me relax, fill time or concentrate on work.”

“I choose consciously what I want to listen to next – it’s part of my daily

life to discover new content and listen to music that I like.”

Joe SC

User US Listener

Consumer

Joe listens to Cyra

Most 3-5h listening sessions start around 10am

At home via home entertainment with friends & family throughout the evening

Live audio on their own in the car

Peak listening time of the day and transactional listening though social sharing

A Day in the Life of a Listener

Good morning

Commute

Lunch Commute

Back home

Good night

4AM-6AM 7AM-9AM 10AM-12AM 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM

Get the free report from ondeviceresearch.com/blog

We are the pioneers of

survey “chunking” on

mobile – splitting

traditional 30 minute

surveys into

several phases to help

you meet your project

requirements.

SMS INVITE #1 SMS INVITE #2

1st CHUNK

2nd CHUNK

DAY 1 DAY 2

Mobile Survey Chunking

92%

80% 79%

15-QUESTION SURVEY 30-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY

Source: On Device Research, August 2013

N=2324, UK

Completion Rates of Long and Chunked Survey are Comparable

9%

4% 4%

30-QUESTION SURVEY 15-QUESTION SURVEY 2-CHUNK 30-QUESTION SURVEY

% of Respondents Who Fell for Trap Question

Source: On Device Research, August 2013

N=2324, UK

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry