This document discusses mobile research and how to effectively capture consumer data through mobile platforms. It addresses common myths about mobile research, such as people not being willing to participate in mobile surveys or mobile data not being representative. The document advocates for catching consumers on mobile where and when it matters most to them through location-triggered surveys, in-store surveys using bluetooth beacons, and immersive home studies using photos and videos uploaded from mobile devices. Examples are given of successful mobile studies in different contexts. The key is recognizing people are increasingly mobile and capturing data in a way that appeals to consumers on the platforms they use.

1. Catching the moving targets
Consumers are going mobile.
It’s not about whether you
You will have to
Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)

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4. Myths
• People won’t do app/mobile surveys
• Not meant for everyone
• Not representative
• Only developed countries
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5. Myths: People won’t do app/mobile surveys
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6. Myths: Mobile research is not for everyone
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7. Myths: Mobile is not representative
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8. Myths: Mobile research is just for
developed countries
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10. Catching where it matters
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11. Catching in the way it appeals to them
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12. Catching when it is fresh
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13. Catching it vivid and rich
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14. Catching when they are available
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15. Catching them young
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17. Real life Example: Movie goer study
Geo location study with Venue trigger
• All major movie halls in the country fenced
– Using Foursquare – the largest venue database
• Highly targeted
– 489 people tripped the fence
– 308 completed the survey
• No painful screeners
– Those who went to a movie hall get invited
• High quality
– No false claims
– Triggered and validated with geo location
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18. Real life Example: Shopper study
Geo-fenced in-store shopping survey
• Study targeted shoppers at Supermarkets,
Grocery stores and club stores
• Triggered by geo location
• Bar code scans, picture of receipts for No survey results /
validation pictures shown due to
• Cross channel invitation vs completion client confidentiality
– 894 invited; 334 completed
– 189 invited; 78 completed
– 164 invited; 71 completed
• High compliance for bar code scanning,
image uploads
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19. Real life Example: Home ethnography
In home immersion studies with rich media inputs
• Target : 600 completes in 2 days
– with rich media inputs on
snacks, pets
• Invited 3548 people. Received
678 responses in 2 days
– 658 scanned barcodes
– 673 uploaded pictures
– 557 uploaded audio
• Of 361 who had pets, 289
uploaded video
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21. Mobile research sweet spots
GREAT with Mobile Better with Mobile
• In-store surveys • CSAT
• Ethnography with • Concept testing
media inputs • Awareness studies
• Basket of goods - scan • Geo location tracking
• Diary with timer / • Usage study
calendar trigger • Interviewer / CAPI
• Location triggered • CLT Studies
• In the Moment • Youth targets
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22. It’s not just about app; it’s about people too
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23. Thank You
Pala Kuppusamy
CEO, Research Now Mobile (formerly iPinion)
pkuppusamy@researchnow.com
+1 614 822 8889