Posted by Juliet Machan on Sun, Apr 22, 2012 @ 03:36 PM
With just 21 days to go until VOCFusion 'the world’s largest voice of customer event', it's worth checking out if you haven't already...
OnePoint Global are proud to sponsor the event which is the ideal place to learn best practices, the latest approaches, and to network with peers. Top voice of customer, customer experience, survey, research, marketing, support, services and HR practitioners attend each year.
VOCFusion 2012 is May 14-17 in Las Vegas, Nevada, USA and features keynote speaker Tony Hsieh, CEO of Zappos, CX expert Bruce Temkin, and over 40 other presentations from industry leading companies including SAP, Cummins, Google, Lithium, Yahoo!, uSamp and Equifax. For a detailed agenda or more information, visit www.vocfusion.com
Posted by Juliet Machan on Mon, Apr 16, 2012 @ 04:29 PM
OnePoint Global are proud that our Chief Research Officer, Dr Tim Snaith, has been selected as a Global Board Member of The Mobile Marketing Research Association (MMRA).
Formed to unite and serve the market research industry, the MMRA is defining and promoting best practices, professional standards and ethics regarding the use of mobile devices for marketing research.
Alongside setting guidelines, MMRA members are focussed upon designing studies to take advantage of the new mobile technologies and changes in respondent behaviour.
2012 will be an exciting time with MMRA fostering education and open communications not only among members but also within the communities and respondents engaged in research studies including shoppers, consumers, and business professionals.
Posted by Juliet Machan on Thu, Feb 23, 2012 @ 03:14 AM
New findings from Google suggest that consumers are using smartphones, tablets and desktop computers throughout the purchase process. Based on research conducted with Ipsos, Google found that people use smartphones in particular at different points as they move toward a purchase.
Nearly half (46%), for instance, said they researched an item on their smartphone before going to a store buy it. And 37% researched an item on their phone before buying it online. Four in 10 people who use their mobile phones to shop said they had made a purchase through the device itself.
While people use all three devices- -- phone, tablet and PC -- to research purchases, some activities are more popular on specific devices. Tablet owners, for instance, read product reviews and looked for product information more from their tablet devices than from their PCs or smartphones (77% compared to 67% and 70%, respectively).
Read more
Posted by Juliet Machan on Wed, Feb 08, 2012 @ 03:23 AM
Upon the backdrop of Nielsen’s Mobile Insights group reporting that smartphone owners in the US make up 43% of the total market as of Q3 2011 and with this number seemingly in a constant upward climb with no end in sight, Nielsen designed a test to address these issues and assess survey design on smartphones compared to the "traditional” online survey mode.
The purpose of this research was to 1) provide a direct comparison of survey responses taken on a mobile device vs. online, 2) test common survey question types often used by market researchers, and 3) better understand the effects of creating an "optimized” mobile survey for respondents.
Key findings:
- First, there is clear evidence that mobile phones are becoming a "second screen” for collecting survey data.
- More smartphone owners are using their devices as web browsers than ever before.
- The mobile platform used by mobile respondents affected response.
- Mobile surveys have many characteristics of survey modes that preceded it.
Read full article by Justin Bailey and Thomas Wells of Nielsen's Research Methods group
Posted by Juliet Machan on Tue, Jan 24, 2012 @ 04:40 PM
Free Webinar: Register Today!
Join us to hear how Voice of the Customer (VOC) powerhouse Allegiance is using the OnePoint Global solution to support their clients.
We have talked a number of times about mobile and VOC/EFM applications and why it's a good fit. During this webinar Allegiance, a OnePoint Global agency partner, will talk about why they have made the leap and invested in mobile, why it's a good fit and a few initial findings and what their future plans are.
Speakers:
Dr. Tim Snaith, Co-Founder & Chief Research Officer, OnePoint Global
Matthew Bowman, Head of Demand Gen, Allegiance, Inc
2012 OnePoint Global Webinars:
In 2012, the OnePoint Global webinar series is bringing our clients to the table to let you hear from them just what mobile means to them and how they are using it to change their business. So watch this space!
To receive invitations to our Webinar Series register here.
Posted by Juliet Machan on Mon, Jan 16, 2012 @ 03:35 AM
John Parikhal and Taran Swan of 'The Media Fix' recently caught up with OnePoint Global's Chief Research Officer, Dr Tim Snaith, to discuss the outlook for mobile research in the year ahead. We've reposted the article below...
2012 will be the year of mobile research – as marketers try to reach the increasingly elusive consumer on-the-move.
And, if you think mobile research is tough now, consider this … “Mobile research hasn’t been defined yet”.
That’s the assessment of Dr. Tim Snaith, researcher, customer service expert and co-founder of OnePoint Global - one of the leading edge mobile research companies figuring out best practices in this rapidly evolving field.
Tim is working to define mobile research – with an innovative turn-key solution for reaching your mobile customers right when you want them.
And, he gets excited when he talks about how mobile phone research can get youcloser to the customer, faster and more effectively.
In a recent interview, he gave an example of how granular and powerful mobile research can be. It drills right down into the customer who is making a purchase in real time.
He says, “We can reach the customer in lots of ways. They might have already opted-in to the research from a panel, or just scanned a QR code on some form of marketing communication or simply responded to an in-store offer to text a keyword.”
Once they have agreed to participate, the mobile research begins. Here’s how it works…
“We might identify a customer in a store by using geo-location and then ask ‘What products are you looking at right now? Please barcode scan the one(s) you’re considering and then scan the one(s) you buy.’
As soon as our server sees the barcode, we ask the customer why they bought that particular product out of all those they considered. If the customer is using SMS, they might get 6 quick questions on their phone – one at a time. If they use mobile web or the OnePoint app, we can ask them even more.
Regardless of the type of phone they’ve got, the answers will be immediately used asreal time feedback to help the client with pricing, product placement, packaging, and the product itself.”
Using this methodology, changes designed to increase sales and service can be made in minutes, not hours, due to real-time management alerts.
However, in spite of its benefits, Tim cautions that mobile research “is not a replacement for the 4 major research methodologies - online, phone (CATI), mail, or face to face”.
Rather, he sees mobile research as a ‘the 5th methodology’, an essential addition to the multimodal toolkit for a 21st Century marketer. It can be used as a stand alone tool where the process requires it or as a very powerful addition to other methods.
But, getting it right isn’t always easy.
That’s why Tim’s team keeps updating and tweaking their mobile research software based on each new study they do. He sees it as the only way to stay ahead of the pack.
OnePoint went so far as to make their research software backward compatible so that it works not only on a smartphone like an iPhone or an Android but also on older handsets that are still in use by as many as 40% of Americans and most of the developing world.
And, so far, this approach is working.
For example, OnePoint Global did a study for 100 retail stores in LA. When customers scanned a QR code in a store, if their handset was set to Spanish, the OnePoint Global software immediately offered up a Spanish language survey.
They even customized the survey so that if customers scanned the code at a specific time (such as early morning), they were asked different questions than if they scanned at a different time. This allowed the retailer to test different offers at different times of the day.
Even better, it seems that survey takers like it. Tim likes to brag that OnePoint Global is able to generate “unrivalled completion rates of 55%+ with 80% completed within two hours of interaction”.
In other words, more than half the mobile customers take the survey and 80% have completed in two hours – with data immediately available in the client’s online account.
For now, Tim is exploring every opportunity available for his software. OnePoint Global is willing to ‘white label’ the software for any client. They already do this for 6 of the top 7 global research agencies as well as leading global brands.
They offer apps that help ‘panel’ companies do geo-located instant research and can even capture inbound, or serve up pictures or video very quickly if a client wants to evaluate something visual.
It’s an exciting new area of research that is still in its infancy.
When asked, “What is the best process for mobile research?”, Tim simply says, “Engage the consumer without them feeling like they were being spammed.”
To date, their best practices appear to be…
Ideal survey time is 1-3 minutes. The process is important. Ask and offer anincentive. Something like, “Answer our 6 question survey and we’ll give you a reward.”
The reward needs to cover any ‘reply’ cost that respondents incur as well as the value of their time. For those using panel based responses, it’s easy to deposit ‘rewards’ directly into the panelists account.
Tim says, “We want people to look forward to the next mobile survey. So keep it short.” He adds, “A mobile survey is a double edged sword. If you abuse it, people will cut you off.”
So far, no one seems to be cutting OnePoint Global off.
Tim is happy to report, “Clients double every year and we have a 98% retention rate. Our cost per complete is low, and we are constantly focused on how to make it really easy for the person who completes the survey and really efficient for the client who sends it out.”
With his eye focused firmly on customer satisfaction, Tim and his team are part of the movement that is helping to ‘define’ the emerging field of mobile research in 2012.
Visit the Media Fix website.
Posted by Tim Snaith on Thu, Jan 12, 2012 @ 12:27 PM
Please contribute your definitions to the discussion.
As the emergent 5th Methodology, Mobile Market Research is yet to be defined.
During the OnePoint Global educational webinar series in 2011 we proposed the following as the basis for the development of a definition for Mobile Market Research (MMR):
“The 2-way real-time communication between researcher and participant to gain feedback/insight via their mobile device, and over a channel of their choice i.e. SMS, WAP, IM, Mobile Web (inc. social network sites), Voice, and Mobile Apps.”
The requirement for a widely accepted definition is now becoming a critical requirement if we are going to start building the foundations of a knowledge base from which understanding and knowledge can evolve.
In 2012 the number of projects, case studies and journal papers are increasing dramatically as the volume of Mobile research projects accelerates.
We will review all contributions and propose a definition that accounts for all perspectives to provide, not just an intellectual framework, but importantly an operational framework which researchers and clients use when going mobile.
Posted by Juliet Machan on Thu, Nov 24, 2011 @ 05:07 AM
A recent white paper from Measure CP revealed that customer satisfaction response rates jumped to 15%, when they introduced a Text/ SMS program. And the responses are actionable.
The program offers both a text-to number and QR code, which allows the customer to provide
feedback, regardless of the type of phone they have, the wireless provider, or where they are in the world. And as a result, the organisation is seeing response rates far in excess of the 1-3% rates typically experienced with traditional web and IVR surveys.
Measure CP is just one of many clients working with OnePoint Global to build effective mobile
research programs and surveys for:
• Customer satisfaction
• Mystery shopping
• In-store feedback
Kimberly Nasief Westergren, President, Measure Consumer Perspectives comments, “We believe that retailers must embrace mobile research and quickly. There are two compelling reasons why we think they should be using it heavily. Firstly, it garners actionable and trendable feedback. Secondly, it provides an ideal channel for companies to protect their brands.
The ability to reach out to a dissatisfied customer immediately, means that a situation can be resolved quickly and the customer is less likely go "negatively social" (and share their bad experience by word of mouth or through social networks).”
Now is the time to make mobile part of your mainstream offering. Talk to us to find out more.