This document summarizes a mobile versus online research study presented at the MRMW Berlin conference on September 25, 2014. The study compared shopper insights and product testing using mobile devices versus online for a crisps/chips sensory evaluation. Key findings were that mobile provided more accurate shopper observations and richer diagnostic comments, but recruitment and fieldwork took longer than online. Overall mobile was deemed worthwhile despite some cost and time premiums.

1. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

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MRMW Berlin Sept. 23-26, 2014 #MRMW

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MRMW Berlin Sept. 23-26, 2014 #MRMW

4. Mobile versus Online
for Shopper Insights and Product Testing
Ben Leet and Edward Appleton
#mrmw
Berlin, 25 September 2014

5. www.uSamp.com
Who we are
Insights Audience
Technology
Edward Appleton
Senior Clientside
Researcher - Nestle,
Avery Dennison,
Rohm and Haas.
Speaker - ESOMAR,
WARC, Mafo 2013/14,
MRMW. Green Book
blog regular
contributor
Founding board
member of MRMW

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How we came together
@benleet
@Edward04

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Study background
3

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Hypotheses
4
1. Mobile is preferable for shopper/shopability studies
- Closer to the moment of purchase
- Delivers the POS truth with photo evidence
2. Mobile research delivers more granular results in sensory
evaluations on IHUTs than laptop/desktop
- Because responses likely more recent, overcoming recall bias
Overarching question: Does mobile deliver richer
insights overall? For example depth of response on
open ended questions?

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Methodology
5
Screener In-store shop Product test
3 stage project which ran late August to early September
VS

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Methodology
6

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Recruitment: How did it go?

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Sampling ambition and end-results
Goal Achieved Time
Mobile n=150 n= 111 2 weeks
Desktop n= 150 n= 255 <1 week
Goal Achieved Time
Mobile n=150 n= 107 2 weeks
Desktop n= 150 n= 226 <1 week
Mobile recruitment tougher

13. www.uSamp.com
Traffic Conversion: UK
Screener
starts
Screener
Drop Out %
In-store drop
outs
Product test
drop outs
Start / Complete
ratio
Calculated
IR
Mobile n=1,992 15% 238 150 6% 32%
Desktop n= 1,097 9% 37 7 23% 41%
Screener
starts
Screener
Drop Out %
In-store drop
outs
Product test
drop outs
Start / Complete
ratio
Calculated
IR
Mobile n=8,687 18% 197 89 1% 9%
Desktop n= 3914 12% 53 8 6% 12%
Traffic Conversion: USA
Recruitment metrics

14. www.uSamp.com
− UK: 17% of sample aged 45 or older
− USA: 24% sample aged 45+
But: Lots of people over aged 45 eat crisps!
Weighting? Insufficient base sizes…
Mobile not yet suited for 45+

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Participant experience….how was it?

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The shopping experience…

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USA Mobile USA Online
% %
Top 12 12
Middle 31 83
Bottom 57 6
Memory and perceptual biases at work in online figures
Desktop: Potentially misleading for in-store
Question: Where were the Lays Cheesy
Garlic Bread chips on the shelf?

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Bottom shelf placement
Photos confirm mobile accuracy

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UK Mobile UK Online
% %
1-10 secs 28 6
11-30 secs 31 16
31-60 secs 15 18
1-2 mins 18 31
3-4 mins 5 17
5 mins 2 7
Longer 1 5
Findability - only an issue for 7% of mobile resp, but 29% acc. to online.
Desktop: Potentially misleading for in-store
Question: From the moment you entered the store, how long
did it take you to find the Walker Prawn Cocktail crisps?

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Sensory evaluation….mobile or desktop?

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When Ate Crisps UK Mobile UK Online
% %
Last 5 - 10 mins 44 6
11-30 mins ago 11 9
30 mins -1 hr ago 7 14
About 2 hours ago 14 17
3-4 hours ago 4 10
5-8 hours ago 4 11
Longer than 8 hours ago 17 33
Desktop- 1 in 3 UK IHUT completes based on product tasted
more than 8 hours ago ...memory impacts on accuracy!
IHUT: Mobile survey closer to tasting
Question: When did you eat the crisps?

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JAR = Just About Right USA Mobile USA Online
% JAR % JAR
Crunchiness 78 80
Flavour 53 70
Saltiness 76 68
Nutritional info 69 76
Value for money 69 72
Amount of chips in bag 59 56
Freshness 81 77
Easy to open 83 81
IHUT: Little difference on sensory evaluation
Question: Please tell us your opinion of the following
aspects of the chips, using a scale of 1 - 5…

23. www.uSamp.com
Purchase
Propensity
UK Mobile UK Online USA
Mobile
USA Online
% % % %
Def. not 5 7 8 6
Prob. not 10 7 17 9
Might/might not 14 12 16 10
Prob. would buy 32 25 34 27
Def. would buy 39 48 25 48
Which version has more predictive power??
IHUT: Different Top Box PI Scores
Question: How likely would you be to buy these
flavour crisps in future?

24. www.uSamp.com
Mobile: Similar “Diagnostic Length” To Desktop
UK Mobile UK Online USA Mobile USA Online
Nr. Words Nr. Words Nr. Words Nr. Words
Opinion of
Shopping
Experience
5.52 7.87 8.36 8.80
IHUT Likes 7.15 7.11 9.53 8.15
IHUT Dislikes 4.27 3.61 6.68 5.02
Why is that
(Purchase
Intent, IHUT)
8.5 7.73 11.11 8.71
In-store: Mobile slightly shorter OEs, but likely more
accurate as closer “to the moment”

25. www.uSamp.com
Mobile diagnostics - fresher, more granular
USA
Desktop - Dislikes (first 10)
wasnt cheesy enough <br />
not enough cheese flavor and I like white cheese
no it was good
nothing
Nothing
nothing
nothing
Nothing
nothing
none
USA
Mobile - Dislikes (first 10)
Garlic taste
I felt like the taste could be bolder.
I had pizza and breadsticks for dinner last night
and I think eating these compared to actual Italian
food creates a negative experience. Other than
that they are good but definitely not my favorite
They were a little greasy.
I wish there were more in the bag.
Nothing really enjoyed them
The garlic is too strong
It takes a few chips to actually taste the flavor
The cheese flavor was really fake
Couldn't find anything I didn't like.

26. www.uSamp.com
Conclusions
VS
- Shoppability – in the moment (mobile) is more accurate
- IHUT: Diagnostic power on mobile at least equal to desktop
if not superior
- But:
- Recruitment and fieldwork times longer – you have to wait
for “in the moment”!

27. www.uSamp.com
Is mobile worth it? On balance yes…..but…..
55% cost
premium
> fieldwork
time

28. www.uSamp.com
Thank you!

29. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

30. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

31. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW