An enhanced Online Research - Lumi
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Transcript of An enhanced Online Research - Lumi
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
An enhanced Online Research Online Research with the support of your mobile branded app
Online Today • Thousands of panel and millions of
respondents
• A real evolution has happened
– From Data Base to
– Online panel to
– Community
• Different sources of sample: Panel but also River Sample
• Looking for different ways to enhance how representative an online sample can be.
What are the current limitations?
Great reach but black holes exist
• On very well- represented targets (i.e young targets): E-mail invitation response rates going down
• On less-represented targets (i.e elderly targets, low social class levels): Hard to reach them via PC.
Not all segments of the universe of the study can be reached
Good regional coverage but limited global reach: limited reach in APAC, Africa and Latam still low due to
• Low penetration of computer owners • Not sufficiently high incidence of internet use in
households.
Why panels have created their own APP?
How is a
today
ACROSS ALL SEGMENTS
THE INTERNET BEHAVIOUR IS CHANGING: The Online response rates keep going down Online surveys: Have gone from new to common Internet users tending to be more selective when checking their inboxes Quarantine periods shortened
YOUNG TARGETS Reasons why low Online response rates?
E-mail is no longer than main channel of communication
E-mails: Massive amount of mails per day
More focused in social media (when
using internet)
Spending more time on their smartphones than elsewhere
Let’s look at response rates
Across all segments
ONLINE RESPONSE RATE: 17%
APP BASED SURVEY: 45%
Young target
ONLINE RESPONSE RATE: 5%
APP BASED SURVEY: 32%
But, how?
• From you’ve got an email to you’ve got a notification.
• Higher response rates across all segments. • Higher use of Mobile especially in targets
where Online currently fails (teenagers and low income earners)*
• “It’s still new”: More attractive and
appealing that emails.
They are more responsive!
And my universe is wider! Let’s look how can we enhance our global reach
Is that all?
A difficult target
to reach Online
but now
reachable Mobile
First and second generation inmigrants
18% of non-nationals living in
the country
12% of non-nationals living in
the country
• Difficult to find non-nationals in online panels though recruitment.
• Second generation immigrants are as well under represented.
• There are language barriers
• Many times questionnaires are not adapted to their habits
Through passive the app will acquire the following
information:
• Language used in the the panelist’s smartphone • Time zone • Operative System of the Smartphone • OS version • Smartphone brand • Smartphone model
Passive data acquired
Language of the panelist’s
app
Comparison between
country and language
Final detection and selection
Creation of a new category
panel
Next questionnaire: language and app adapted
to the language set in
the smartphone
The initial process
Learnings
Learnings • APP Mobile Research is not here to substitute Online or Traditional Methodologies. It is here to add
extra value to existing and new research.
• Mobile Research is the right tool to combine with an online panel/community:
- Due to a higher penetration of Smartphones among young targets - Due to better response rates through notifications
• An APP will not only help us to make our research more compiling and representative, it will allow us
to reach targets where online or other methodologies have significant limitations.
• The next future sits in the combination of Online and Mobile through an APP.
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW