Mostimportantlyausercompletingamobilesurveyisalintherearenootherdistractions. W hileonadesktop / laptop consumersarejumpingbrowsersdoingmultipleactivities.
MobileMRisstilinits infancyanditsappeal wilgrow whenwe havelargecaptive audiencestaking surveysexclusivelyon mobiles.
exclusively on mobiles. The metrosand big citieswilbe the firstto be used ascore samples. Asconnectivity and reachimprovesthereachwil expand to smalercities. W e can already see this happening and quite rapidly aswel.
Asnoteveryonehasasmart phone or even those who havemaynotbecomfortable giving surveys on mobile – doesn’ t al this leads to skewedresults? How wilyou liketoaddressthisproblem?
Navin W iliams: W hen online startedexpandinginthelate 90sandearly2000sthenorm was considered to be 40 % online penetration. Mobile is way ahead of any such threshold.
Currentlymobilepenetrations globalyaverage80 +% which isquitehighandifdoneright issuficientlytomitigateany sampleskews.
Mobile survey applications must be made suitable for diferentMobileOSversions – isn’ t this cumbersome for mobilemarketresearchers?
NavinW iliams: Yesandno. If it’ sanAppweneedtocover the key OSs and generaly covering iOS & Android wil cover80 +% inmostmarkets. Soit’ sefectivelyonly2OSs. It’ sno diferentforbrowser( mobileonPC screens) where we need to cover multiple screens and browsers. So there’ s no escaping it for online either. Itsmore about scale. Ifthescaleisthere, the efortwilbeworthitandwel covered.
W hat are some of the chalenges that you have consistently faced in the mobile market research domain? How do you deal withthem?
Navin W iliams: Most importantlynotinvestmentis being made to grow mobile MR. It’ saclassicchickenand egg situation. Do we invest and then get scale or get scale and then invest. Most solutionsinthemarkettoday arequitehalfbaked.
Can you share some ofyour success stories with your clients?
Navin W iliams: W e have numerous success stories, a more recentone iswhatwe are doing using WeChat a messaging platform which has over 600 + milion active consumers on it. We are pushing surveys via the platform and geting very engagedconsumersandhigh quality responses for our numerous clients. W e have alsobeenrecentlyworkingon integrating wearable, other native tools and sensors in mobile phones to engage consumers as part of the surveyexperiencetocapture consumerjourneys. Giventhe nascentstageofalotofthese methodologiesit’ sexcitingto see thatwe asResearcher’ s havealotofflexibilitytobuild new research protocols and help get beter insights for ourclients using the unique featuresavailableonphones.
W hattipsyouwilliketogive to the market researchers workinginthemobiledomain – asto how theycan beter servetheirclients?
Navin W iliams: Let your imaginationrunriot. Don’ tget too worried aboutwhatwil work ornotatthisstage of themobilerevolution.
Mostimportantlyausercompletingamobilesurveyisalintherearenootherdistractions. W hileonadesktop / laptop consumersarejumpingbrowsersdoingmultipleactivities.