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:
- 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!
- Two thirds of our participants wanted Green Bay to win.
- Their favorite ads were for Doritos, with Budweiser and Volkswagen close behind.
- 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.
6. Non-alcoholic drinks were just as prevalent as beer.
7. Ready-to-eat foods and salty snacks were more common than those made from scratch.
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?
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