From Scents to New Cars to Pants Fit Tests — More Highlights from Market Research in the Mobile World
Continuing coverage of the 3rd International Conference of Market Research in the Mobile World, including case studies exploring scent, men’s pants fit tests, and new vehicle feedback all via smartphones
This covers some of the highlights from the afternoon sessions on Day 1 of the Market Research in the Mobile World Conference held in Cincinnati 7/18-7/19. The event sold out with 300+ attendees from Australia to China to Brazil, London and of course the U.S..
NOTE: As this blog is focused on qualitative research, my filter for listening and
blogging is slanted in that direction. Be sure to check out Greenbook’s other blog for more report outs from MRMW: www.greenbookblog.org.
From Jennifer Furia (P&G) and Julie Wittes-Schlack (Communispace): Here and Now — Using Mobile Technologies to Deepen Your Understanding of Consumer and Shopper Needs
- Highly engaged participants are more likely to do what might be surprising…
e.g. taking pictures directly after getting out of shower, trying on jeans in fitting room - Questions that prompt reflection get the longest responses
- Mobile lets respondents share what they THINK they do vs. what they ACTUALLY do
- With repeated tasks, include an emotional trigger… e.g., things that annoy me, every time my daughter plays)
- Mobile helped the Secret brand explore SCENT by capturing in-the-moment pictures and discussing associations… e.g., smell of Play-Doh reminiscent of her childhood,
smell of drying paint on wood while making a birdhouse with her boyfriend linked to
making tree houses as child and her identity as an artist
Bob Yazbeck, Gongos Research: Breaking the Survey Length Paradigm Through Mobile
[and qual-relavent mobile information despite the title]
- 90% of Americans have their phones within 3 feet of them 24 hours a day
- 75% of people censor themselves on their social networks and only talk about big purchases in order to look good to friends
- Mobile short circuits censorship, so consumers are much more likely to talk about ALL product purchases and usages… therefore more authentic self-expression
- Smartphones are the new camera that immerses us in consumers’ lives
- Incentives: discovered $30 is the sweet spot for sending respondents into stores
- Instructions: KISS doesn’t always work, still needed to call some participants
- Product placement study on men’s pants among Millenials: online journal + sent test pants to wash/wear + peer group discussions
- Don’t assume dudes, even Millenials, know how to upload photos
- Need 24 hour support to participants
- Many poor quality, low-res photos received
- New vehicle test with younger adults: MROC for a few months + mobile ethno on single greatest frustration or thing needing fixing
- Video eg., no console, passenger arm rest or adjustable mirror for headlights
- Mobile-enabled doesn’t mean mobile “abled” (chose from among “best” MROC participants who self-selected to be good at mobile, but still had phone issues)
- Lower enthusiasm for study than anticipated
- Lots of ambient noise and bad lighting
- 4G can’t arrive quickly enough due to connectivity challenges
- Fight the good fight… mobile is still testing the limits of its strength
- Now is the time to experiment, since industry not yet set in our ways
- Start with multi-modal approaches to offset the risk while still learning about mobile
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