Mobile Diary Study

Case Study: Mobile Diary Study for a leading Telco provider

Clients & brands_Section 1_Leading telco

The challenge:
Execute a complex mobile study with high user engagement.

 

The leading telco provider wanted deeper insights into their customers’ online mobile behaviour and to understand their web-usage activities when using Wi-Fi, as opposed to their phone’s data allowance.

Pureprofile designed an intricate study across three stages –

 

Leading telco_Section 2_Mobile study icon 1

1. A screener survey

This explained the project and determined interest.

Leading telco_Section 2_Mobile study icon 2

2. A 14-day diary

Respondents kept a daily diary of web-surfing behaviour.
(Android users downloaded a passive metering app.)

Leading telco_Section 2_Mobile study icon 1

3. A follow-up survey

This harvested detailed feedback from respondents.

The results

Participation rate was 30% greater than expected.

  • Start rate exceeded by 25%.

  • Engagement rate increased by 15%.

  • Follow-up queries were minimal.

  • More than 2x diary entries were collected per person.

  • A high-scope project was turned around in a tight timeline.

Leading telco_Section 3_The results

A bespoke solution for a unique challenge

The project's challenges

  • Recruiting a large number of respondents and keeping them engaged.

  • Educating respondents about filling in their diary properly.

  • The design and implementation of a best-in-class mobile diary study across smartphone and iOS types.

Our solution

  • A meticulously planned feasibility study, using mobile and app audiences to recruit the appropriate respondents.

  • Targeted content to educate respondents on engagement levels and incentives offered.

  • Respondents were given access to web pages containing centralised information.

  • Daily customised SMS messages to respondents, relevant to their status.

A truely mobile-first solution

Pureprofile’s expertise as a mobile-first panel provider allowed for the timely and successful completion of a complicated survey. A survey involving a great deal of cutting-edge technology and requiring a deep understanding of the mobile behaviour of Australians.

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