By AJ Johnson
Ipsos’ AJ Johnson looks at why the time is now right to be making use of consumers’ mobile phones as an excellent complementary research tool.
Although mobile research is considered the new kid on the research block, it has actually been available to researchers for a decade. In fact, the first SMS mobile survey was conducted by the Ipsos Group in 2000. Development of the methodology has been very slow across the industry and even today mobile surveys account for less than 1.5%1 of industry revenue. However, mobile research is ready to become a key tool in the researcher’s toolkit. The industry predicts that mobile surveys via SMS, mobile internet and mobile applications will be the biggest areas for potential growth in 20102. Understanding the opportunities and developing the right techniques is the recipe for success.
So why is the time right?
Although the market research industry will never drive developments in mainstream mobile technology, it can certainly seize the opportunities it creates. Over the last three years we have seen a number of factors that together have put the foundations in place to successfully use the mobile phone to carry out research.
• The coverage of mobile phones enables us to access research participants
Gaining access to research participants via their mobile phones is key. Many countries have more phones than people and in developing markets many use the mobile phone as the only way to access the internet.
• Consumers are using their phone to do much more than make calls
82% of UK mobile phone owners use SMS, 27% access the web via their mobile phone3
• Feature rich mobile phones are becoming more available and affordable
It’s becoming difficult to buy a phone without a camera, media player and GPS capabilities.
• Access to the mobile internet is becoming cheaper, faster and more reliable
Unlimited data plans and increasing availability of Wi-Fi remove the need to pay for taking part in research.
• The iPhone leads the way in usability and created the mobile app revolution
People are far more likely to download survey applications than they were two years ago.
To succeed we must think differently
As with all research methodologies, research via mobile phones has limitations but also a number of great strengths, enabling us to both access and engage key research audiences across the globe. It is convenient, always at the fingertips of the consumer, and is ideal to gain insight right at the point of experience. The mobile also has the potential to be the perfect passive measurement tool recording mobile internet and application usage, phone call and text messages, location and, before long payment, and perhaps even biometric data!
The success of mobile research will depend on how we play to these strengths and avoid the pitfalls. Mobile is not simply a successor to online or traditional surveys methods; it should be seen as a complementary technique. Research will compete with many other activities carried out on mobile phones and it would be naïve to believe that research can capture the attention of a consumer for long periods of time. Mobile research will require re-thinking of traditional survey approaches requiring shorter, sharper and more engaging experiences.
How is mobile research evolving?
We will see continued growth in research conducted using mobile phones. We will see development fit into three key areas;
1. Mobile as a measurement tool
The research industry in general will ask fewer questions and do more listening, and the mobile phone will be an excellent tool to do this. Once permission is given by the research participant, we are able to build up an electronic picture of exactly how, when and where they are using their mobile device.
2. Mobile as a survey tool
Surveys are practical on the mobile phone as long as we consider what is realistic. Surveys should be kept short and be used when the benefits of immediacy, mobility and convenience are realised. Mobile surveys will often be conducted in conjunction with other data collection methods. SMS, mobile web and mobile application surveys will all be used depending on the type of survey and the region of data collection.
3. Mobile as a deeper insight tool
The modern mobile phone has an increasing number of ‘senses’ that can take pictures and videos, detect location, sound and movement and many more still to be developed. These features can be integrated into data collection to provide a much richer experience for the participant and deliver more insightful research. Mobile research experiences will also become social allowing consumers to connect with other to share ideas and create.
Mobile research at Ipsos
The development of the mobile research methodology is a key priority for Ipsos and we have the technology and thinking in place to successfully deliver on this. Whether it is mobile measurement, surveys or deeper mobile insight that is required Ipsos Mobile 360° offers expertise and innovative solutions to our clients.
Contact aj.johnson@ipsos.com for more details on mobile research at Ipsos or to receive further white papers.
1 Globalpark Annual MR Software Survey 2009
2 Ibid
3 NRS Survey, Jan – March 2010