Think Consumer First. Go Mobile Now - Won Jung - May. 2018.
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Think Consumer First. Go Mobile Now. May. 2018. Won Jung Client Development Director in LiGHTSPEED Research
Think Consumer First. Go Mobile Now.
Contents
May. 2018.
1. Why Mobile Matters?
2. Mobile Research in Reality
3. Renovations in Mobile Research
4. Innovations in Mobile Research
Why Mobile Matters?
Why Mobile Matters?
[ Number of Global Users (unit: millions) ] [ Mobile internet traffic as % of total web traffic ]
Asia 65.7
Africa 63.6
Global 52.6
North America 42.4
South America 35.8
Oceania 36.4
Europe 37.1
* Source: Morgan Stanley Research * Source: www.statistica.com, in August, 2017
4
Why Mobile Matters?
[ Average Minutes per User by Platform ]
Desktop Mobile
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
US CA FR DE IT SP UK AR BR MX IN IND ML
* Source: Digital Future in Focus report, comScore
5
Why Mobile Matters?
[ ‘Mobile-Fitness’ of Markets’ Total Digital Populations ]
Mobile only % of Mobile
100
Large, mainly exclusive
%
mobile audience
India
80%
Indonesia
60% Mexico
Small mobile audience, Brazil Large mobile audience,
40% heavily overlapped but heavily overlapped with Desktop
Spain
UK
USA Italy
20% France
Malaysia
Canada
Germany
0%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Mobile audience as % of Desktop
* Source: Digital Future in Focus report, comScore
6
Why Mobile Matters?
* Source: Digital Future in Focus report, comScore
7
Why Mobile Matters?
[ Primary device for checking email ]
Work email Personal email
62% Desktop/ Laptop 35%
35% Smartphone 74%
4% Tablet 6%
0% Others 0%
* Source: Yahoo “Evolution of Conversations in the Age of Email Overload” (April 2015)
8
9
Why Mobile Matters in Research?
Fast, affordable, representative insights
Having accurate information about people’s experiences in real-time and in-context
is vital for making effective marketing decisions.
Research today requires meeting people on their device of choice.
Mobile Research in Reality
What about Mobile Survey?
[ Devices used in Survey ]
93.9% 89.8% 2018 Q1
Overall
6.6%
3.5% 2.5% 3.6%
PC Smartphone Tablet
* Source: LiGHTSPEED Internal Data
11What about Mobile Survey?
[ Incompletion Rate by Device ]
60%
52%
50% 48%
40%
40%
30%
20% 17% 17%
10%
0%
Android Tablet iPhone Mac_PC Windows
* Source: LiGHTSPEED Internal Data
12What about Mobile Survey?
[ LiGHTSPEED Survey Health Score ] [ % of Projects in Each Normative Grouping ]
PC Phone Tablet
* Source: LiGHTSPEED Internal Data
13Renovations
in Mobile Research
It’s not enough
that we make
surveys available
to mobile devices,
surveys need to
be designed for
the mobile
deviceMobile vs. Desktop
▪ Mobile is different media from PC
15Mobile First Design - LOI
▪ Ideally no more than 15 minutes in length
[ Drop out rates by devices ]
Maximum Rate Computer Tablet Smartphone
5 mins 2% 9% 27%
10 mins 9% 24% 46%
15 mins 19% 42% 65%
20 mins 34% 65% 73%
25 mins 42% 71% 77%
30 mins 65% 81% 85%
* Source: LiGHTSPEED Internal Data
16Mobile First Design - Grid & Scale
▪ Loses interest in surveys when long grids are given
▪ No grid/ No more than 5 point scale
Ask the statements by models
R [Rotate the category: Model A Model B Model C Model D Model E
Keep attributes in the same order per interview]
☞ Model ☞ Model ☞ Model ☞ Model ☞ Model
☞ Programmer Note: Show 5 models selected according to the rule of [Model Selection]
code: code: code: code: code:
1 A person who likes looking at beautiful cars 1 1 1 1 1
2 A person who considers a car as a means of transportation rather than a source of pleasure 2 2 2 2 2
3 A person who considers a highly versatile interior is important to him/her 3 3 3 3 3
4 A person who thinks a car allows him/her to express his/her personality 4 4 4 4 4
5 A person who likes cars with classic lines and traditional styling 5 5 5 5 5
6 A person who chooses the least expensive one that meets his/her needs when buying a car 6 6 6 6 6
7 A person who likes cars that offer an active, sporty driving experience 7 7 7 7 7
8 A person who chooses the one that allows him/her to drive as economically as possible when buying a car 8 8 8 8 8
9 A person who considers his/her car as one’s private space where he/she can escape from the pressures of everyday life 9 9 9 9 9
10 A person who considers his/her driving car needs to reflect his/her social position 10 10 10 10 10
11 A person who would like his/her car to be fitted with the latest entertainment equipment 11 11 11 11 11
12 A person who considers that being able to transport large items is important when buy a car 12 12 12 12 12
13 A person who is always looking for an innovative model 13 13 13 13 13
14 A person who considers feeling safe and secure in his/her car is important 14 14 14 14 14
15 A person who would pay more for environmentally friendly features 15 15 15 15 15
16 A person who would like his/her car to do more to eliminate stress from driving 16 16 16 16 16
17 A person who prefers a car that is smaller and easier to park even if he/she get less interior space 17 17 17 17 17
18 A person who is really enthusiastic about cars 18 18 18 18 18
17Mobile First Design - Open Ends
▪ No more than 2 OEs
[ Video Response ]
Powered by
▪ Can get 40~100 words
comparing to 4 words of
text response
▪ Can get insights and
story of respondents.
18Mobile First Design - Scroll & Zoom
▪ Drops out when he/she needs to scroll and zoom on a mobile device
VS
19Mobile First Design - Compatibility
▪ Consider all devices
▪ always use the latest version of
the hosting/scripting platform
▪ Use responsive and interactive
design when possible
▪ avoid flash
20Mobile First Design - Mobile Optimization
21Mobile First Design - Mobile Optimization
22Mobile First Design - LiGHTSPEED’s new suite of intelligent survey design tools
▪ Simple, Graphical, and Interactive UI will provide fun and keep respondents more concentrated
23Mobile First Design
▪ It actually works
[ Consumer reaction to the new Intelligent Components ]
24Innovations
in Mobile Research
Utilize
the infinite
possibility of Mobile
to get the most of
your research
via mobile
engagement
appMOBILE ENGAGEMENT APP
A complete mobile research solution
- Passive metering + Survey system 1 Mobile Panel
Enough panelists who download the app
and are engaged in the app
2 Mobile Platform
• Compatible with various OS
• Should support survey and passive metering
• Should provide exiting user experiencePowered by
App Activity Analysis
[ App Usage Example: ex. 2034 Female activity ]
• Beauty app • O2O Service app • Easy payment appPowered by
In-web/ In-app Usage
What did they search?
What section they are interested in?
What contents they actually consumed?
http://m.entertain.naver.com/tvBrand/4077981/news?dummy=16122
00736
http://lcs.naver.com/m?u=http://m.tvcast.naver.com/v/1317971&e=ht
tp://m.entertain.naver.com/tvBrand/4077981/news?dummy=16122007
36&i=&chid=sbs.Dr.romantic&EOU
What banner did they clicked?Powered by
Cross analysis : Behavior and Attitude
App Behavior Panel Ad exposed Ad not-exposed Ad Effectiveness Analysis
Log data analysis Online/ Mobile Survey AnalysisCapturing Ad exposure using inaudible sound
How does it work?
By embedding identifiable, inaudible sound in a
specific ad we can track if the actual ad is exposed to
specific targets.
It also can distinguish if its TV or radio ad.
Benefit
Different from existing people meter which is
household based metering, it is person based and can
track all around 24 hours, in home and outdoor.
30Powered by
Key words Analysis
Mobile Search Data Hot Searched Words Target Trend
Gathering Search key Grouping Search data by product Comparing search words and actual
words in shopping app category, by consumer purchase (products in Cart)
31Connecting Through Life
32Event-based Survey
[ Geofencing Survey ] [ Web/App usage based Survey ]
8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
S
거울 연락처 설정 설정 카메라 DMB
플래너
Googl
날씨
카메라 설정 갤러리 DMB 사전 갤러리 갤러리 e
위젯
Play
S
DMB 메시지 카메라 카메라 DMB
플래너
날씨
연락처 DMB 연락처 사전 갤러리 갤러리 설정
위젯
S
카메라 메시지 연락처 인터넷 메시지
플래너
Googl
Music
갤러리 갤러리 e
Player
Play
날씨
카메라 메시지
위젯
DMB 설정
설정 갤러리 사전
S
DMB 카메라
플래너
갤러리 갤러리 갤러리
33Extensible with Sensor technology
[ Embedded Sensors ] [ External Sensors example – ultra fine dust sensor]
Rotation Vector
Linear Acceleration Proximity
Humidity Pressure
Orientation Light
Gravity Gyroscope
Magnetic Field Ambient Temperature
AccelerometerIntegrated understanding through Mobile
WHAT WHAT
• preference, motivation, intention, etc. • online media/ vehicle/ ad exposure
• Attitude and preference towards brands • Ad effect analysis on real time and
cross effect of Ad/Brand
HOW HOW
• mobile survey based information LIGHTSPEED • cookie, VPN, meter-based tracking
• cross analysis with online survey MOBILE PANEL • respondents spontaneous diary
making on consumption
• Profiled
• Able to match
• Reliable
• Spontaneous WHAT
WHAT • Longitudinal
• Demographic, personal attitude • mobile usage
• Product/ Brand attitude • In web/ in app usage
• Segmentation information • location based information
HOW HOW
• Survey based information
• diary method/ home scanning
• Panel data base
• Meter-based tracking
• loyalty DBYou can also read
