Deliver more Powerful Insights with In-The-Moment Feedback...

March, 2016

Miguel Ramos, Mobile Practice Lead

Deliver more Powerful Insights with In-The-Moment Feedback using Location and Beacon Triggering

Copyright © 2016 Confirmit |

Summary

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1. Scale of Mobile

2. Location is the Contextual Key to Unlock In-the-Moment Feedback

3. Considerations for Location and Beacon Triggered Surveys

4. Examples of Location Studies


Lifestyle Social Media Transport

Actions Based on Location

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Copyright © 2016 Confirmit | 4

Scale of Mobile


Mobile Location


• Getting the right feedback from the right respondent at the right moment is researchers’ Holy Grail

• Location has the potential to contextualize insights

• Offers new opportunities using mobile and new technologies such as GPS, WiFi, 3G and Bluetooth

• Location or GPS coordinates on their own are not interesting

• Categorization of panelists

• Additional multimedia context (i.e. images)

• Accuracy of location (short distance)

• In-the-moment vs. recall feedback

Location is the Contextual Key to Unlock In-the-Moment Feedback


• Branded App downloaded onto panelists

• Engage with panelists in-the-moment via app

• Context Captured: Yes (Images & Location)

• Context Triggered: Yes (Location and Beacon)

• Panelist receives email/SMS survey invite

• Survey renders appropriately for the mobile

• Context Captured: Yes (Images & Location)

• Context Triggered: No

MobileApp

MobileWeb

App Surveys: Mobile Panel App

Online Web Surveys

Location Triggering needs an App


Location Accuracy


Triggering of Surveys Basedon Location

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Trigger surveys based on GPS location ▪Invite panelists to participate in a survey based on their location or sequence of locations

Trigger surveys based on proximity to a beacon

▪Invite panelists to participate in a survey based on the proximity to a beacon


Trigger survey invitations to Mobile Panel App-users based on proximity to a location

Locations can be recorded once respondent enters a location boundary. A survey or message can be triggered following a sequence of locations entered

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Location based triggering• Outdoors, GPS or A-GPS, no additional costs

Location & Beacon Triggered Surveys


Key Considerations

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On Entry On Exit

Pop-up invites 3G Coverage Maps


Opportunities and Challenges

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• Declining industry response rates

• Need for faster real-time feedback

• Need for more tailored research

• Need to capture personalized feedback

Key Challenges With Location Triggering Studies

• Downloading app and permission to trigger surveys

• Having Bluetooth and GPS enabled

• Internet signal to feedback results

• Privacy concerns


Location Based Triggering Example


Beacon Based Triggering Example


Examples of Location Studies

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•Understanding knowledge of visitors

•Popularity of different exhibits

•Tailoring survey to areas visited

•Feeding educational materials

•Providing directions and promotions

•Upload own content

Football Study•Real-time feedback on decisions

•Man of the match

•Intention to purchase refreshments

•Intention to attend next home/away game

Zoo Study


Examples of Location Studies

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School Study •Engage students to understand students’ perception during the first weeks of the academic year

•Students aged 17 and above

•Beacons placed at key locations (library exits, sports hall)

•Ability to upload pictures to supplement answers

•Use push messages for invites and reminders

•Inter-house competition to boost completion rates

•Measure in-the-moment retailer experience

•To invite panelists based on their location or sequence of locations

•Use beacons and location triggering

•Ability to upload pictures

In-the-Store Experience


Recommendations

•Location studies: measure in-the-moment expectations through mobile as well as collecting a deeper understanding of the panelist behavior

•Assess the need for location and determine the precision of the location required

•Define the scenario before deploying a beacon or location triggered study

•Key considerations: triggering on-entry/on-exit, pop-up messages, delays, 3G coverage maps

•Consider using GPS and images to enhance and validate study results

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Thank You


Miguel Ramos, Mobile Practice [email protected]

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Deliver more Powerful Insights with In-The-Moment Feedback...

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