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7 learnings from the Super Bowl XLV (2011) Mobile Ethnography

Super Bowl

By Kristin Schwitzer, Beacon Research

Using their iPhones, 235 SuperBowl watchers shared their experience with us real-time.

Here’s how we did it:

Just 3 days before this year’s Super Bowl game, 4 leading market research firms (Survey Analytics, …

Super Bowl

By Kristin Schwitzer, Beacon Research

Using their iPhones, 235 SuperBowl watchers shared their experience with us real-time.

Here’s how we did it:

Just 3 days before this year’s Super Bowl game, 4 leading market research firms (Survey Analytics, BrandScan 360, Beacon Research, and Hemispheres Research) quickly joined forces to create a large scale mobile ethnography of this major social event.  Immediately following the half-time break, the 1,200 iPhone owners in the Survey Analytics SurveySwipe consumer mobile panel received a push notification with a link to participate in our Super Bowl study.  Twenty percent accepted.  The short survey included both closed- and open-ended questions, as well as two picture requests.

Here’s what we learned:

  1. Mobile is a fast and efficient way to take researchers into consumers’ lives.
    Without even traveling, we were able to peek into 235 SuperBowl moments!
  2. Two thirds of our participants wanted Green Bay to win.
  3. Their favorite ads were for Doritos, with Budweiser and Volkswagen close behind.











  4. The GoDaddy.com ad, with a 77-year-old Joan Rivers as the new GoDaddy girl, was their least favorite.


5. More watched the game at home than out at a party or pub.


Super Bowel 2011 Mobile Ethnography


6. Non-alcoholic drinks were just as prevalent as beer.


Super Bowel 2011 Mobile Ethnography


7.  Ready-to-eat foods and salty snacks were more common than those made from scratch.



Super Bowel Mobile Ethnography



We encourage you to talk about these next-day findings around the water cooler, and then check back later this week when we share additional learning from this study.

Until then, start imagining how mobile ethnography could help your brand and/or client.  What consumer moments would you love to experience by using mobile research?

UPDATE:

You can download the full report now here: http://www.greenbookblog.org/wp-content/uploads/2011/02/Super-Bowl-XLV-Mobile-Ethnography-2-15-11.pdf

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11 Responses to “7 learnings from the Super Bowl XLV (2011) Mobile Ethnography”

  1. Tweets that mention 7 learnings from the SuperBowl XLV (2011) Mobile Ethnography | GreenBook -- Topsy.com says:

    February 7th, 2011 at 5:46 pm

    [...] This post was mentioned on Twitter by Service800, Leonard Murphy, Sean Copeland, Leonard Murphy, Leonard Murphy and others. Leonard Murphy said: Kristin Schwitzer gives an overview of the results of our Super Bowl mobile ethnography project! #mrx #newmr #mobilemr…http://lnkd.in/mpwK8B [...]

  2. bob says:

    February 8th, 2011 at 10:49 am

    The fly-in-the-ointment here is that this was an iPhone-only demographic (white/affluent/younger/etc), therefore, not indicative of any majority whatsoever (unless you’re in certain parts of the Bay Area).

    Unless you conduct this as a mobile web survey, reaching 50-95% of all devices, it’s pretty much meaningless. It would be possible, via SMS and mobile web, to achieve this same survey (actually, could have been done by SMS alone) and had a far more meaningful result.

  3. Leonard Murphy says:

    February 8th, 2011 at 12:06 pm

    The point of the exercise was not to create a broadly representative sample; that would be a straight quant exercise and this was much more of a “quantliative” design.

    The goal was simply to learn from a best practices standpoint how best to leverage smartphone-driven research to acquire both quant and ethnographic results. We were more interested in exploring new models of event-focused engagement and insight quality than we were in acquiring a broad set of data with projectable implications for a larger population.

    That said, our results have been in line with other survey based results. The difference for us is that we actually achieved getting glimpses into the lives of our participants that could never be possible under a traditional survey model.

    By necessity it was focused on iPhone users only since the needed app approval for Android, Windows, RIM, and Symbian could not come through on time. We factored that into our approach and were completely satisfied with a sample of the iPhone only population for this experimental project.

    I agree that SMS and WAP approaches could work as well, although they are far more intrusive and labor intensive. The app model allows for a unique, highly customizable user experience and it is our belief that this is what will drive long term consumer engagement as partners in the research process. We’re simply not interested in treating consumers as a commodity anymore; we want to build lasting relationships with them and foster the same between them and brands. That can be pretty hard to achieve using other approaches.

  4. How Super Bowl Watchers Responded to SurveySwipe Mobile Ethnography Surveys | QuestionPro Blog says:

    February 9th, 2011 at 6:20 am

    [...] nice write-up occurred in the Greenbook Market Research Blog about the results.  You can see the Super Bowl ads that were rated highest.  Take a peek and tell [...]

  5. How Super Bowl Watchers Responded to SurveySwipe Mobile Ethnography Surveys | SurveyAnalytics Blog says:

    February 9th, 2011 at 6:21 am

    [...] nice write-up occurred in the Greenbook Market Research Blog about the results.  You can see the Super Bowl ads that were rated highest.  Take a peek [...]

  6. Anni Gibson says:

    February 13th, 2011 at 10:51 am

    Kristin – great to see this write up and your use of the iPhone for ethnography. Very pleased to learn from your study. Great work. Anni

  7. 7 learnings from the Super Bowl XLV (2011) Mobile Ethnography | Social Wizz says:

    February 22nd, 2011 at 6:00 pm

    [...] Read the rest from here Tweet This Post 0 Comments [...]

  8. Mobilizing Market Research « carrierobbins says:

    May 18th, 2011 at 3:16 pm

    [...] Mobile devices allow researchers to gather qualitative information, which simulates ethnography, in that the practitioner collects data from the participant while in his or her natural habitat rather than bringing the participant into an artificial environment to conduct research. The mobile ‘ethnography’ allows the researcher to view and understand how products and services are integrated into consumer’s daily lives and homes, without the presence of a researcher, which can influence results (Reitsma, 2009a; Stork, 2010; Schwitzer, et al. 2011). [...]

  9. 7 learnings from the Super Bowl XLV (2011) Mobile Ethnography - Research Access says:

    March 13th, 2013 at 3:42 pm

    [...] Schwitzer of Beacon Research has a great write-up over on the Green Book Blog about the lessons learned from the recent Super Bowl XLV Mobile Ethnography study. The study was [...]

  10. The Selfie & The Rise of Mobile Ethnography - Research Access says:

    February 18th, 2014 at 6:06 am

    […] ethnography can be as prosaic as asking people to take photos of where they are when they are watching the Super Bowl, and what they are […]

  11. How Super Bowl Watchers Responded to SurveySwipe Mobile Ethnography Surveys | QuestionPro Blog says:

    March 27th, 2014 at 11:11 am

    […] nice write-up occurred in the Greenbook Market Research Blog about the results.  You can see the Super Bowl ads that were rated highest.  Take a peek […]

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