MMRA Mobile Mystery Shopping

transcript

www.mmra-global.org #mmra

Mobile Mystery Shopping

Capturing the Customer Experience in the Moment

Mark MichelsonExecutive Director, MMRA

Atlanta, Georgia USA

www.mmra-global.org #mmra2

Actually, please turn them on and share

your thoughts/notes using twitter:

Change is Growth

• "Without change there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable."– William Pollard

What is Mobile?

• It’s the ability to connect to the internet and other people from anywhere, anytime

• Portable (wifi) and Network (cell) connectivity

• Smart phones, Dumb Phones, Tablets, Laptops

The Exo-Brain• Google already

functions as an ‘exo-brain’. The device many of us carry in our pockets harnesses millions of servers worldwide and fulfills what we’d otherwise expect from our education and memory.

Why understand shoppers in the moment with Mobile MS?

• It’s not about mystery shopping for mobile devices… – it’s about using mobile devices to help bring the

shopper experience to life• Mobile is the preferred personal media• More mobile devices are being used to

connect to the internet than desktop computers

Why understand shoppers in the moment with Mobile MS?

• Best way to know what shoppers are really doing and when they are doing it–Real time data tracking and time stamping–Validated with geo-location– Enhanced reporting with

video/photo/audio

Mobile MS helps clients

• Store managers, who are increasingly mobile, should be able to quickly access shop information at their finger tips

• Text alerts with links to access to specific content

Early Days of Mobile MS and MR

• Adoption of traditional mystery shopping and marketing research methods…– Store/merchandising audits – Hidden video – Shopper diaries – IVR/satisfaction reports– Intercept surveys

Early Days of Mobile MS and MR

• ….to new technologies– PDA’s (e.g. Palm Pilot)– SMS/Text– Spy cams– Cameras

• But it was slow to be adopted by participants and clients – mostly because it involved device management

• Smart Phones changed the game

Types of data Mobile MS provides

• Qualitative & Quantitative– Behavioral: What shoppers do

while shopping– Observational: What shoppers

observe– Sentiment: What shoppers

say/think – Emotional: How shoppers feel

while shopping

Types of data Mobile MS provides

– Sensory: How shoppers perceive sights, sounds• Future inputs will include temperature, eye

tracking and more– Passive: Geo-location, timing, media engagement,

Packaging scans (UPC and QR codes)

Apps, Mobile Enabled Web (MWAP), and SMS/Text– Apps – allow for data collection without being

connected to web. Data transmitted when best signal is available (wifii for videos, etc.)

– MWAP – requires constant connection to web – SMS/Text – data can be transmitted, but difficult

to synchronize with existing platforms

Advantages of Mobile MR/MSPresented by Remy Bleijendaal from TNS Nipo at MRMW conference

• Mobile MR (MS) advantages include – Immediacy, fewer recall issues– Shorter surveys leading to higher data quality – Contextual richness – Respondent convenience– Greater reach in emerging markets– Greater youth engagement

Challenges with Mobile MS

• Issues with Mobile MS include: – Screen size– User experience and questionnaire length– Validity of self-reported data – Whether to calibrate previous data or move

forward with new methodologies

“OMG” & “WTF” Shared by Kristin Luck of Decipher at MRMW Conference

• OMG– O – Online tracking data– M – Meta-data in photos– G – Geo-location

• WTF– W – Wandering device ID’s– T – Too complex privacy polices– F – Fees for SMS and data streaming

Ethics and Standards in Mobile MS• Mobile is very personal media– Research participants consent with opt-in permission– Transparency gains trust– Self-editing and review before approval– The right to be forgotten– Cost to participant for data access

• MMRA is working with major associations including ESOMAR, QRCA and MSPA to create codes and guidelines for privacy assurance

Which vendors have Mobile MS apps currently?

Mobile MS Trends• Shorter questionnaires = more actionable info• More targeted assignments – take a photo of “x”

display• More validation and transparency of everything– Image geolocation tags, shopper location at time of

reporting• Near Field Communications will help target more

precise location in stores • Dissipated workforce through apps – Gigwalk, Roamler• Tech cowboys

Predictions for Mobile MR/MSPresented by Robert Moran at MRMW conference

• Three of the possible futures could be:– Power to the people• Dissipated workforce displaces traditional mystery

shopping

– E-Agency• MS firms replaced by e-lancers and tech developers

catering to DIY clients

– Portal power• All key consumer data are integrated in a single online

portal

The Opportunity is Yours!• Use mobile to bring mystery shopping reports to life• Start slowly by adding services – not replacing them• Engage shoppers beyond observations• Clients need to keep people’s trust –learn best

practices of mobile marketing research• It’s about transparency and collaboration – bringing

the true customer experience to your client

Want to Know More?

• Join MMRA– MSPA members can save $50 on registration

• 3 Conferences Per Year• Last month in Amsterdam – 180 attendees• Next one in Cincinnati July 18-20

Thank You For Your Curiosity!

Mark Michelson

markm@mmra-global.orgwww.mmra-global.org #mmra #MobileMR

MMRA Mobile Mystery Shopping

Business