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I-view Mobile

In Australia the smartphone landscape has experienced rapid growth, with ownership per head of population now placed at plus 80%. For most of us mobile permeates and our daily lives in a deep and functional way, to such an extent that the ability to conduct integrated and broad-based mobile research is now a reality.

At I-view we are delivering an increasing number of projects where the research data, all or in part, is collected directly via the respondent’s mobile smartphone. This article is a quick outline of our capabilities in this regard, beginning with the types of research activities it’s lending itself to.

Why Mobile? Owing to Australia’s global highs in terms of smartphone penetration it allows us to conduct robust research that is:

  • In the moment, as close to the primary experience as possible
  • At the right place, interviewing at the actual location of interest
  • Adding rich context through integrated technology

Typically the types of research exercises being executed are:

  • Longitudinal diaries and ethnographies
  • In-store research and/or impulse reaction studies
  • In-home usage studies
  • Place and event-focused studies
  • Any projects requiring a fast turnaround
  • Brand awareness, especially receptivity and interaction measurement studies
  • Any type projects where offline data collection capability is needed
  • Media capture or geo-location based studies

How Does Mobile Change Research? Mobile technology by its nature facilitates:

  • Continuous access to respondents – at home, on the go, in the store at a specific time or location
  • More natural responses – visual (video/photo), in the respondent’s exact words (voice-to-text), or at the time and place they buy, see, encounter etc.
  • Going beyond simple responses to target behavioural profiling and geo triggering
  • The mobile projects we field can be:
    • Shorter
    • Faster
    • Smarter
    • Less like research – more like real life

I-view’s Mobile Toolkit!

At I-view our toolkit exists across 4 distinct options, which allows us to apply the best platform solution based on the research objectives our clients are pursuing. The best research outcome is always our goal, so conversations as to the actual approach utilised is based on a review of the below considerations.

Mobile Survey App
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Mobile In-BrowserI-view_newsletter_icons_Multi-Platform Mobile Qual App – AppLifeI-view_newsletter_icons_Ipsos-Applife SMSI-view_newsletter_icons_Ipsos-SMS
HOW CAN THE MOBILE APP HELP WITH YOUR RESEARCH PROJECT? WHY YOU SHOULD DESIGN YOUR NEXT SURVEY WITH FOR A MOBILE FIRST APPROACH DEEPER ENAGEMENTS VIA A MODERATED DISCUSSION OVER TIME Consider SMS if you…..
Reach customers when it matters most – get feedback at path to and point of purchase. Improve response and completion rates, by having a device neutral approach. Not a replacement for traditional qual, just another approach wherever it’s needed. Are asking a maximum of 3 questions at any one time;
Complement insights with photos and videos from the consumer’s point of view. Positively engage key segments of your consumer base that prefer mobile, such as young adults, travellers, affluent and the tech savvy Suits a simple qualitative study, where rich data collection including location, pictures and video is made possible Can design questions (including answer codes) to be fewer than 160 characters
Create custom mystery shopping missions using media, GPS, time and date capture Increase speed, within hours of launching a project you can analyse the pulse of your respondents experience via a live reporting link.Useful for live event and experiential based research. Provides an ‘in the moment’ qual survey. Useful to discussions on a specific product/service/topic Are not looking to show images or videos
Replace pen and paper! Gather data offline and simply send results when a WiFi signal is available. Rich graphics that utilise gamification to boost comprehension and engagement Participants answer with text/ photo and/or video Useful to send survey invitations or reminders, or allow participants to initiate contact.
Receive accurate and descriptive consumption or diary data in real-time. Access to markets which were previously inaccessible, such as the more mobile intensive developing economies Moderators can probe participant responses
Utilise push notifications to remind respondents to complete scheduled tasks Participants can interact with each other and with the moderator
Participants can create their own profiles

 

Reporting & Question Types:

The following is an illustration of the various question types and reporting interfaces available via the I-view mobile offering.

I-view_mobile

 

Just chat to us at any stage regarding your options to include mobile as valuable component of your next research project.

Contact: John Leahy – Commercial Director at I-view – john.leahy@iview.com.au – +61 2 9333 6533

I-view Mobile, less like research – more like real life