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Insights from our Mobile Research Roadshow

by Susan O'Neill.

Last Thursday, Delvinia and AskingCanadians partnered with Confirmit to bring the organization’s International Voice of the Customer and Mobile Research Roadshows to Toronto.

The day began with a VoC breakfast event for 50 guests at The Ritz-Carlton hotel that included presentations by Confirmit’s Karine Del Moro, Delvinia President Steve Mast and Rick Bedard, Director of Training Operations with FlightSafety International.

Our Mobile Research Roadshow was the second event of the day. Held in the 8th Floor Lounge and Theatre at Corus Quay, the event attracted more than 80 guests from the market research industry. Confirmit’s Sean Conry kicked off the session with a presentation titled, From Monologue to Dialogue, which challenged attendees to ask themselves whether mobile should be part of their research mix.

Sean used a series of examples from companies like BestBuy to illustrate that you can gain insights through mobile that you can’t capture in any other way. He also noted that engaging people at the point of experience allows for a richer collection of insights from respondents.

Delvinia’s Amy Sullivan, Vice President of Customer Insights, followed Sean with a presentation on the State of the Mobile Nation. Amy shared data from the AskingCanadians online research community and provided insights into how Canadians are using mobile in their daily lives and as part of the purchase process.

For example, Amy reported that:

  • mobile phones are a fundamental aspect of our lives and have eclipsed the land line for 16 per cent of Canadians.
  • 1/3 of people under 24 believe their mobile phone touches every part of their life.
  • 29 per cent of Canadians feel lost without their mobile phone.
  • 40 per cent use their smartphone camera to take pictures while shopping.
  • 16 per cent of smartphone owners vote, poll or take surveys.

Raj Manocha, Vice President of AskingCanadians, shared the findings from two recent mobile research projects conducted with RBC Royal Bank and HBC. To help RBC capture customer feedback in its digitally enhanced branches AskingCanadians invited survey participants to be mystery shoppers, to complete a task at RBC and then diarize it on their mobile phone. The feedback gathered  demonstrated an immediacy of emotion about the customer experience at the bank, Raj said.

For the HBC mobile research project, designed to test engagement on mobile at The Bay, respondents were asked to visit The Bay to complete a mobile survey and take pictures of their favourite store display. Raj reported that 100 per cent of respondents indicated they would complete a future mobile shopping experience and the feedback themes revolved around how short and quick the experience was; that it was different, easy and fun.

BrandSpark International’s Mark Baltazar rounded out the presentations with A Deeper Understanding of the Path to Purchase. Key findings from his research, conducted in partnership with AskingCanadians, included:

  • The use of photos through mobile, greatly enhanced consumers’ explanations of their purchase choices.
  • Mobile helps facilitate enriched learnings about important trade-offs consumers are willing to make.
  • Despite the extra step, the integration of mobile and Memory Elicitation Techniques improved study enjoyment.
  • Mobile delivered deeper insights than non-mobile methodologies by leveraging memory elicitation + making it fun.

We’ll be posting video clips from our mobile event in the coming days. In the meantime, our Facebook page has a selection of photos from the VoC and Mobile Research Roadshows.

For more information about on our Voice of the Customer event, please see the Delvinia blog.