081915-capturing real-time customer insights via mobile research

© Gold Research Inc. | www.goldresearchinc.com | 1-‐800-‐549-‐7170 CONFIDENTIAL 1

Capture Real-‐Time Customer Insights via Mobile Research

August 19, 2015

© Gold Research Inc. | www.goldresearchinc.com | 1-‐800-‐549-‐7170 CONFIDENTIAL

Speaker Bio

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NiAn Sharma, MBA CEO, Gold Research, Inc.

8000 I.H. 10 West, Suite 600 San Antonio, Texas, 78230

Ph: 210-‐213-‐6752

[email protected]

15+ years of market research experience

CEO, Gold Research, Inc.

Shopper Insights “Guru”

Consults with clients in: Retail: Dressbarn, Maurices Financial: LifeLock, PrudenVal Consumer: Dannon, Clorox Food: Outback, Fleming’s Research: Hypothesis, SenVent AdverVsing: Brown Parker DeMarinis , Images USA

Eric Small, MS Research Director

Raunak Vardhan Singh Senior Researcher

Terry Lyons Project Manager

Ramon Novoa Research Manager


Common ApplicaVons

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•  Concept Testing

•  Convention Interviews

•  In-Hospital Surveys

•  Restaurant Research

•  In-Store Research

•  Planogram Research

•  Exit Polls at Movie Theatres

•  Pricing Research

We help clients leverage mobile research for:

•  B2B Research

•  Consumer Research

•  Conference Research

•  Event Research

•  Mystery Shops

•  Marketing & Advertising Testing

•  New Concept Testing

•  Pricing Research

•  Retail Shopper Research

•  Mobile/Web Visitor Research

Industries supported include retail, restaurant, food services, hospitality, healthcare, financial services, technology and consumer goods.


PresentaVon Layout

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Closing Thoughts

Misconceptions vs. Reality

Common Formats

Best Practices

Real World Examples

Mobile Research


MisconcepAons Vs. Reality


MisconcepVons vs. Reality

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MISCONCEPTION

Customers don’t like to take surveys or participate in mobile research while shopping

REALITY

Customers will provide real-time insights if you keep it:

! Simple

! Relevant

! Engaging

! Convenient



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MISCONCEPTION

Why do mobile research when we can get reliable feedback from email, paper, mail and traditional phone surveys?

REALITY

!  Mobile research is more apt for certain business situations (e.g. onsite research)

!  “In-the-moment” research yields better insights vs. reflective feedback (email/online surveys)

!  Response rates typically higher vs. paper, mail and traditional phone surveys



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MISCONCEPTION

Mobile research is expensive

REALITY

Mobile research cost is comparable to online surveys and often LESS expensive

!  Vs. paper or mail surveys (which have to be scanned, cleaned, processed, tabulated before any insights can be generated)

!  Vs. traditional phone surveys (where data collection involves training costs, lengthy setup and long fielding times)



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MISCONCEPTION

Gathering and compiling insights from mobile research takes too long

REALITY

Based on the format selected, mobile research can be accelerated by using more onsite interviewers, more devices, targeted sample, and surveying multiple locations concurrently

Mobile research yields insights instantly, including:

•  real-time comparisons across multiple locations

•  quick drill down into individual locations



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MISCONCEPTION

Only email, paper, mail and phone surveys provide rich data

REALITY

Mobile research matches email, paper, mail and phone surveys in data quality and richness

Additional pluses: •  Feedback that is “fresh” and

reflective of that moment •  Deep insights into buyer

behavior •  Location based targeting •  Enrich insights with in-the-

moment pictures & videos


Mobile Research: Common Formats


1. QR Codes 2. Receipt Links 3. Kiosks

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1.   Web/Mobile Trackers 2.   Mobile Intercepts 3.   Mobile Panels 4.   SMS Surveys

Mobile Research: Common Formats

ReacVve

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ProacVve

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ProacVve Mobile Research: Web/Mobile Trackers

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How? •  Create online/mobile survey (10 -‐15 mins)

•  Target visitors aeer they exit your website •  Track & display to visitors as they visit other sites to capture real-‐Vme feedback

PROS:

•  Enables feedback from visitors to your site

•  Non-‐Intrusive •  Overcomes pop-‐up blockers

•  Inexpensive •  Instant insights •  Targeted •  Allows longer surveys

CONS:

•  Limited to website visitors

•  IncenVves needed to boost response rates

Survey InvitaVon

Web/Mobile Trackers


ProacVve Mobile Research: Mobile Intercepts

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How? •  Create online survey (can go up to 10 -‐ 12mins)

•  Install survey on mobile tablets or phones

•  Place surveyor onsite with survey device

PROS:

•  Enables feedback at point-‐of-‐purchase •  Survey lengths can be longer than 5 mins

•  Enables complex surveys

•  Disables response bias •  Easy data processing •  Enables in-‐field course correcVon •  Inexpensive

CONS:

•  Surveyor training and quality is key •  Coverage limited to surveyor availability


ProacVve Mobile Research: Mobile Panels

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How? •  Create online survey (can go up to 10 – 12 mins)

•  Make mobile friendly

•  Rent mobile panelists

•  Set dates/Vmes for data collecVon

PROS: •  Enables feedback at point-‐of-‐purchase •  Survey lengths can be longer •  Enables complex surveys

•  Disables response bias •  Easy data processing •  Inexpensive

CONS: •  Coverage limited to panel availability

•  Limited duraVon of data collecVon


ProacVve Mobile Research: SMS Surveys

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How? •  Create short quesVon survey (4 quesVons or less)

•  Put survey code on purchase receipt •  Transmit directly to customer phones

PROS:

•  Provides instant real-‐Vme feedback

•  Short and simple

•  EffecVve in maintaining customer pulse

CONS: •  Setup requires sophisVcated soeware •  SMS charges for parVcipaVng shoppers

•  Allows very short surveys (3 – 4 quesVons)


ReacVve Mobile Research: QR Codes

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How? •  Create brief online survey (under 5 mins)

•  Embed survey into QR code

•  Put QR code on purchase receipt •  Make mobile “friendly”

PROS:

•  Enables feedback at point-‐of-‐purchase •  Inexpensive •  Allows changing of surveys in the backend

CONS: •  Typically low response rates •  PotenVal to be skewed by those “very happy” or “very unhappy”


ReacVve Mobile Research: Receipt Links

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How? •  Create short online survey (under 5 mins)

•  Put survey link on in store promoVons or purchase receipts

•  Make mobile “friendly”

PROS:

•  Enables feedback at point-‐of-‐purchase •  Inexpensive •  Allows changing of surveys in the backend

CONS: •  Typically low response rates •  PotenVal to be skewed by those “very happy” or “very unhappy”


ReacVve Mobile Research: Kiosks

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How? •  Create short online survey (under 5 mins)

•  Install survey on kiosk

PROS:

•  Enables feedback at point-‐of-‐purchase •  Survey lengths can be longer than 5 mins

•  Enables complex surveys

•  Can be bundled in with onsite promoVons

CONS: •  Typically low response rates •  Can be expensive to install and maintain


Mobile Research: Real World Examples


Mobile Research Example 1 : Tracking Customer Loyalty

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CHALLENGE

Measure retail customer loyalty naVonwide quickly and on a

budget

SOLUTION •  Mobile Intercepts

•  Loyalty quesVonnaire deployed •  Stores selected naVonwide •  Shoppers intercepted at store exits by surveyors holding mobile tablets

•  Insights available in real-‐Vme across locaVons

•  Data collected within 2 weekends

RESULTS •  IdenVficaVon of in-‐store issues enabled

quick improvements •  Program transformed into an annual

saVsfacVon tracker •  Retailer able to successfully measure

pulse of its customers naVonwide


Mobile Research Example 2: Concept TesVng

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CHALLENGE

Test new concepts in select markets prior to naVonal launch

SOLUTION •  Mobile Panel

•  Target sample screened

•  Qualified respondents asked to visit client trucks in their neighborhood

•  Respondents visit and provide real-‐Vme feedback, pictures of test concepts

•  Geo stamping done to match respondent and client truck locaVons

•  Data collected in all locaVons within 5 days

RESULTS •  Real-‐Vme results helped quickly idenVfy

most favored concepts •  Pictures taken by respondents helped improve

concept presentaVons

•  Top concepts launched naVonwide


CHALLENGE

Mystery shop restaurant locaVons to assess service quality

Mobile Research Example 3: Mystery Audit

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SOLUTION •  Mobile Intercepts

•  Mystery shoppers visited each restaurant

•  Comments, pictures of each locaVon submimed in real-‐Vme via phones

•  Data collected over 5 days, including weekdays and weekends

RESULTS •  Real-‐Vme results helped raise awareness of

the service quality in each locaVon •  Comparisons revealed relaVvely low scores in

two locaVons •  Performance benchmarks established for

ongoing tracking and measurement


Mobile Research: Best PracAces (From Setup to ReporAng)


Best PracVces: Setup

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Phone Survey

Tablet Survey

SETUP •  Keep survey brief (5 – 10 minutes)

•  Develop quesVons carefully | Avoid GIGO (Garbage-‐In-‐Garbage-‐Out) •  Only ask quesVons relevant to the visit or shopping experience •  Format survey to be mobile compaVble

•  …..and plaoorm-‐agnosVc

Keep ‘em Short-‐n-‐Fun!

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Best PracVces: Visual Appeal

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Keep Bumons Large for Easy Finger SelecVons

Replace Text with Images/Visuals

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Visual appeal is important – better looking surveys get higher response rates!


Best PracVces: Make it Fun for Customers

Gamify surveys to keep them fun & engaging

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Best PracVces: Make it InteracVve

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!  Enable in-‐survey picture and video taking

!  Let customers show you what they see onsite

Make it InteracVve

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Best PracVces: Keep it “Open Ended”

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!  You’ll be surprised by how much people want to share while experiences are sVll fresh

!  Encourage them to type in and share what they thought about your products or services

Always Ask for Open-‐Ended Feedback

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Best PracVces: ReporVng

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!  Less text, more visuals

!  Segment insights by customer status and locaVon (where applicable)

!  Among customers, focus on: " Profiling " Sales drivers " Loyalty " Frequency of purchase

!  Among non-‐customers, focus on: " Profiling " Resistance drivers "  Improvements desired

ReporVng 7


Mobile Research: Closing Thoughts


!  Mobile Research is a viable method – and oeen the best method – for many business and research needs

!  Crae quesVons keeping core business issues in mind, so that responses can translate into acVonable insights

!  Monitor data as it’s coming in to ensure quality

" Review GPS stamping (for locaVon verificaVon), survey compleVon Vmes, straight lining, verbaVm quality, etc.

!  Visit www.goldresearchinc.com/resources and to download your free guide on “7 Common Pioalls in Mobile Research and How to Avoid Them”

!  QuesVons?

Closing Thoughts

www.goldresearchinc.com/resources