Using Mobile to Capture In

With the global leader in sampling and data services Using Mobile to Capture In-­‐the-­‐Moment Insights Saran Ganesh Director, Mobile product marke8ng © 2015 Survey Sampling Interna6onal | 1 | During this webcast you will get answers to these ques6ons: §  How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? §  What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? §  How we can use mobile to find real 6me customer sa6sfac6on feedback? §  How can marketers use mobile research to grow their business? © 2015 Survey Sampling Interna6onal | 2 | During this webcast you will get answers to these ques6ons: §  How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? §  What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? §  How we can use mobile to find real 6me customer sa6sfac6on feedback? §  How can marketers use mobile research to grow their business? © 2015 Survey Sampling Interna6onal | 3 | During this webcast you will get answers to these ques6ons: §  How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? §  What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? §  How we can use mobile to find real 6me customer sa6sfac6on feedback? §  How can marketers use mobile research to grow their business? © 2015 Survey Sampling Interna6onal | 4 | During this webcast you will get answers to these ques6ons: §  How are consumers behaving on mobile and what opportuni6es do these behaviors present to us? §  What impact is mobile having in the retail channel and how can I influence the purchase in the store/ where can I influence the path to purchase? §  How we can use mobile to find real 6me customer sa6sfac6on feedback? §  How can marketers use mobile research to grow their business? © 2015 Survey Sampling Interna6onal | 5 | Why Invest in Mobile? © 2015 Survey Sampling Interna6onal | 6 | Why Invest in Mobile? Greater Flexibility Mobile provides greater flexibility and produces richer insights by enabling the collec6on of in-­‐the-­‐moment data Any6me, Anywhere It allows us to target people for sampling in new and bePer ways at any given 6me In-­‐the-­‐Moment © 2015 Survey Sampling Interna6onal Mobile is transforming research from ques6ons answered based on recall to a 360° view into consumers’ lives with greater context, and in much closer proximity to the moment of truth | 7 | Why Invest in Mobile? Greater Flexibility Mobile provides greater flexibility and produces richer insights by enabling the collec6on of in-­‐the-­‐moment data Any6me, Anywhere It allows us to target people for sampling in new and bePer ways at any given 6me In-­‐the-­‐Moment © 2015 Survey Sampling Interna6onal Mobile is transforming research from ques6ons answered based on recall to a 360° view into consumers’ lives with greater context, and in much closer proximity to the moment of truth | 8 | Why Invest in Mobile? Greater Flexibility Mobile provides greater flexibility and produces richer insights by enabling the collec6on of in-­‐the-­‐moment data Any6me, Anywhere It allows us to target people for sampling in new and bePer ways at any given 6me In-­‐the-­‐Moment © 2015 Survey Sampling Interna6onal Mobile is transforming research from ques6ons answered based on recall to a 360° view into consumers’ lives with greater context, and in much closer proximity to the moment of truth | 9 | Smartphone Sensors Image Source: Qualcomm (hPps://www.qualcomm.com/news/snapdragon/2014/04/24/ behind-­‐sixth-­‐sense-­‐smartphones-­‐snapdragon-­‐processor-­‐sensor-­‐engine) © 2015 Survey Sampling Interna6onal | 10 | Mobile Data Collec6on © 2015 Survey Sampling Interna6onal | 11 | Mobile Data Collec6on Tablet © 2015 Survey Sampling Interna6onal Smartphone | 12 | Mobile App Based Mobile Web Smartphone SMS USSD © 2015 Survey Sampling Interna6onal | 13 | Simple Respondent Experience Rich Smartphone Data Collec6on Evolu6on Mobile Data Collec6on Landscape Image & Video Diary Survey Meter Meter Browser Survey Data © 2015 Survey Sampling Interna6onal Insights | 14 | Meter Data Survey Data Collec6on Data collec@on based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand why behind what? Why do they use specific sites? Diaries, Image and video capture Barcode scanning © 2015 Survey Sampling Interna6onal | 15 | Survey Data Collec6on Data collec@on based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand why behind what? Why do they use specific sites? Diaries, Image and video capture Barcode scanning © 2015 Survey Sampling Interna6onal | 16 | Survey Data Collec6on Data collec@on based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning © 2015 Survey Sampling Interna6onal | 17 | Survey Data Collec6on Data collec@on based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning © 2015 Survey Sampling Interna6onal | 18 | Survey Data Collec6on Data collec@on based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning © 2015 Survey Sampling Interna6onal | 19 | Survey Data Collec6on Data collec@on based on customer response Specific store visits? Why do they use specific apps?, sites, phone features? Understand what behind why? Why do they use specific sites? Diaries, Image and video capture Barcode scanning © 2015 Survey Sampling Interna6onal | 20 | Meter Data Collec6on Data collec@on based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/
Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking © 2015 Survey Sampling Interna6onal | 21 | Meter Data Collec6on Data collec@on based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/
Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking © 2015 Survey Sampling Interna6onal | 22 | Meter Data Collec6on Data collec@on based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/
Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking © 2015 Survey Sampling Interna6onal | 23 | Meter Data Collec6on Data collec@on based on passive tracking Meters provide a view into browsing and device ac6vity Understand Smartphone/
Tablet usage behavior (apps, sites, search terms etc) Understand why behind what? Audio detec6on/media exposure using audio fingerprin6ng or watermarking © 2015 Survey Sampling Interna6onal | 24 | Mobile: New Face of Engagement © 2015 Survey Sampling Interna6onal | 25 | New Face of Engagement Access to in-­‐the-­‐
moment ques6ons I am at… I was there… I did… I am buying… I am watching… I am ea6ng/drinking… © 2015 Survey Sampling Interna6onal | 26 | New Face of Engagement Access to in-­‐the-­‐
moment ques6ons I am at… I was there… I did… I am buying… I am watching… I am ea6ng/drinking… © 2015 Survey Sampling Interna6onal | 27 | New Face of Engagement Access to in-­‐the-­‐
moment ques6ons I am at… I was there… I did… I am buying… I am watching… I am ea6ng/drinking… © 2015 Survey Sampling Interna6onal | 28 | New Face of Engagement Access to in-­‐the-­‐
moment ques6ons I am at… I was there… I did… I am buying… I am watching… I am ea6ng/drinking… © 2015 Survey Sampling Interna6onal | 29 | New Face of Engagement Access to in-­‐the-­‐
moment ques6ons I am at… I was there… I did… I am buying… I am watching… I am ea6ng/drinking… © 2015 Survey Sampling Interna6onal | 30 | New Face of Engagement Access to in-­‐the-­‐
moment ques6ons I am at… I was there… I did… I am buying… I am watching… I am ea6ng/drinking… © 2015 Survey Sampling Interna6onal | 31 | Mobile Trigger Survey Types © 2015 Survey Sampling Interna6onal | 32 | Mobile Trigger Survey Types GPS Surveys •  Survey Based on user loca6on (in-­‐the-­‐moment) •  Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys •  Mobile apps used •  Mobile site visits Survey based on answers •  Survey based on diary entries © 2015 Survey Sampling Interna6onal | 33 | Mobile Trigger Survey Types GPS Surveys •  Survey Based on user loca6on (in-­‐the-­‐moment) •  Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys •  Survey based on Mobile apps used •  Survey based on Mobile site visits Survey based on answers •  Survey based on diary entries © 2015 Survey Sampling Interna6onal | 34 | Mobile Trigger Survey Types GPS Surveys •  Survey Based on user loca6on (in-­‐the-­‐moment) •  Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys •  Survey based on Mobile apps used •  Survey based on Mobile site visits Survey based on answers •  Survey based on diary entries © 2015 Survey Sampling Interna6onal | 35 | Mobile Trigger Survey Types GPS Surveys •  Survey Based on user loca6on (in-­‐the-­‐moment) •  Surveys triggered based on mul6ple touch points (Entry/Exit/ Time spent) Behavior Surveys •  Survey based on Mobile apps used •  Survey based on Mobile site visits Survey based on answers •  Survey based on diary entries © 2015 Survey Sampling Interna6onal | 36 | Using Mobile to Capture New Insights In-­‐the-­‐Moment © 2015 Survey Sampling Interna6onal | 37 | Using Mobile to Capture New Insights In-­‐the-­‐Moment Entertainment •  Understand what’s working and what’s not •  Insights on how pa6ents feel about the quality of care •  Understand where in the process poten6al buyers were lost •  Understand the automo6ve brand choices and what influences the purchase decision •  Track Mobile ad exposure •  Measure campaign effec6veness Healthcare & Pa6ent tracking Automo6ve Dealership visits • 
Understand who is doing what, where and why with mobile during planning and booking travel stages • 
Understand what influences the travel decisions Travel & Tourism In-­‐the-­‐Moment Use Cases Retail and Shopper Targe6ng Mobile Marke6ng campaigns Mobile Ad Effec6veness Retail Banking (Branch experience tracking) © 2015 Survey Sampling Interna6onal •  Understand the Key factors driving aPendance •  Impact of genre and sequels on theatrical aPendance decisions | 38 | •  Iden6fy purchase behaviors/triggers in the moment •  Gauge awareness of POS promo6ons or ads, or of a new product launch •  How Brand target to maximize their reach •  Apps your target consumers using that brand should consider sponsoring •  Measure Customer sa6sfac6on •  Iden6fy compe6tor banking apps •  Track average 6me spent in the branch In-­‐the-­‐Moment Survey Considera6ons… © 2015 Survey Sampling Interna6onal | 39 | Considera6ons… Use cases •  Movie tes6ng (as people enter or exit a movie theatre) •  Spor6ng events •  Pa6ent sa6sfac6on tracking •  Car dealership considering a purchase •  Travelers at airports Challenges & Limita6ons •  SpoPy Carrier connec6on •  Loca6on coordinates •  Geo-­‐Fence area •  Accurate POI informa6on Trigger Types •  Trigger surveys when respondents enter the geo-­‐fence •  Trigger surveys when respondents exit the geo-­‐fence •  Trigger surveys respondents enter the geo-­‐fence and remain inside the fence for a certain period of 6me No6fica6on Types © 2015 Survey Sampling Interna6onal •  Using Internal No6fica6on •  SMS (Text Message) | 40 | Considera6ons… Use cases •  Movie tes6ng (as people enter or exit a movie theatre) •  Spor6ng events •  Pa6ent sa6sfac6on tracking •  Car dealership considering a purchase •  Travelers at airports Challenges & Limita6ons •  SpoPy Carrier connec6on •  Loca6on coordinates •  Geo-­‐Fence area •  Accurate POI informa6on Trigger Types •  Trigger surveys when respondents enter the geo-­‐fence •  Trigger surveys when respondents exit the geo-­‐fence •  Trigger surveys respondents enter the geo-­‐fence and remain inside the fence for a certain period of 6me No6fica6on Types © 2015 Survey Sampling Interna6onal •  Using Internal No6fica6on •  SMS (Text Message) | 41 | Considera6ons… Use cases •  Movie tes6ng (as people enter or exit a movie theatre) •  Spor6ng events •  Pa6ent sa6sfac6on tracking •  Car dealership considering a purchase •  Travelers at airports Challenges & Limita6ons •  SpoPy Carrier connec6on •  Loca6on coordinates •  Geo-­‐Fence area •  Accurate POI informa6on Trigger Types •  Trigger surveys when respondents enter the geo-­‐fence •  Trigger surveys when respondents exit the geo-­‐fence •  Trigger surveys respondents enter the geo-­‐fence and remain inside the fence for a certain period of 6me No6fica6on Types © 2015 Survey Sampling Interna6onal •  Using Internal No6fica6on •  SMS (Text Message) | 42 | Considera6ons… Use cases •  Movie tes6ng (as people enter or exit a movie theatre) •  Spor6ng events •  Pa6ent sa6sfac6on tracking •  Car dealership considering a purchase •  Travelers at airports Challenges & Limita6ons •  SpoPy Carrier connec6on •  Loca6on coordinates •  Geo-­‐Fence area •  Accurate POI informa6on Trigger Types •  Trigger surveys when respondents enter the geo-­‐fence •  Trigger surveys when respondents exit the geo-­‐fence •  Trigger surveys respondents enter the geo-­‐fence and remain inside the fence for a certain period of 6me No6fica6on Types © 2015 Survey Sampling Interna6onal •  Using Internal No6fica6on •  SMS (Text Message) | 43 | SSI QuickThoughtsTM App Based Data Collec6on To help increase the availability of Mobile surveys and par6cipa6on in mobile research, SSI has introduced QuestTestTM, an internal technology and diagnos6c tool for tes6ng the quality and mobile-­‐
friendliness of surveys • 
We take advantage of all the sensors and capabili6es contained within a smartphone sensors, such as a camera to see and an accelerometer and GPS chip to know where it is • 
This enable us to bePer understand context, validate findings and drive higher enjoyment levels © 2015 Survey Sampling Interna6onal | 44 | Earn Rewards • 
Take Surveys QuickThoughts™ Mobile app engages mobile survey-­‐takers in 19 countries on iPhone, iPad, Android tablet and Android phone Sign-­‐up • 
SSI QuestTestTM • 
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To help increase the availability of Mobile surveys and par6cipa6on in mobile research, SSI has introduced QuestTestTM, an internal technology and diagnos6c tool for tes6ng the quality and mobile-­‐friendliness of surveys Automa6cally detects errors, iden6fies programming issues, provides an es6mate on length and scores each survey, including whether it’s mobile-­‐friendly, prior to fielding Tests across mul6ple devices and screen sizes to determine how survey renders per device Predic6ve tool to help determine respondent engagement and sa6sfac6on © 2015 Survey Sampling Interna6onal | 45 | SSI Trigger Surveys SSI offers Trigger Surveys across three (3) categories: In-­‐the-­‐Past Respondents Target known to have visited a specific loca6on during a certain 6me frame © 2015 Survey Sampling Interna6onal In-­‐the-­‐moment opportunity Survey presented as the respondent visits a target loca6on | 46 | In-­‐the-­‐Future Opportunity is presented to respondents to visit a specific loca6on and complete a mission or task Ques6ons and Discussion © 2015 Survey Sampling Interna6onal | 47 | For More Informa6on If you would like to request a copy of today’s presenta6on, please put webinar in the subject line and email us at [email protected] – Please provide your name, 8tle and company To learn more about our mobile solu6ons, please visit www.surveysampling.com © 2015 Survey Sampling Interna6onal | 48 | To Con6nue the Conversa6on Visit our Facebook page: facebook.com/surveysampling or Tweet #SSIWebinar © 2014 Survey Sampling Interna6onal | 49 | surveysampling.com [email protected] [email protected] | 50 | © 2015 Survey Sampling Interna6onal