QR Codes for downloading Product Applications

Absolut Vodka
Country of Origin: Sweden

This QR Code on the Absolut Vodka Bottle scans. However, the user gets a blank page with the following written in small writing on the top: “you do not have permission to open this page”. This is a QR Code scan fail. The reason this Code did not scan effectively is because the QR Code only led to the App Store dedicated solely to an iPhone user. In this case, the company should have used two QR Codes to suit the two main smartphones that is Android  (Play Store) and iOS (Apple). See example below:

Sligo Jazz Trail
A QR Code for each App Store
Here, Sligo Jazz Trail has embraced both of the major phones operating systems.

Interesting to note, is that in Ireland the Android market is slightly greater than the iphone.

49% of respondents think QR Codes are useful : )

Proportionally, this signifies firstly that those that are engaging in QR Codes think that they are useful. Secondly, the fact that 37% of respondents are undecided means that there is potential for QR Codes to have a greater impact. Finally, with only a small number of respondents at 14% thinking QR Codes are not useful then perhaps QR Codes are here to stay.

Next Post: The next post i am going to look at QR Codes i come across in everyday life and check their scanning effectiveness and direction to the consumer.

Survey: Low scanning frequencies in Ireland

In a typical week, QR Code scanning was very low and well below what would have been assumed in relation to other results of the survey. It must be remembered than more than half of the respondents that qualified for survey never scanned a QR Code hence this question would not apply to them.
As scanning is scheduled to increase worldwide, Ireland might be left behind. It may suggest that the barriers  such as no application pre-installed on phone, lack of internet connectivity and users not being educated about the technology are bearing in this result.

Efforts to grow the frequency are a role that needs pan-industry consideration and drive. As no one company actually owns a QR code it may be questioned, who is actually promoting QR Codes themselves. In Ireland there are no QR Codes management companies that offer the full tracking service which is probably why there is not enough 'noise' about them.

It is without doubt, that QR Codes are used far too often for novelty by businesses rather than really concentrating on the potentials it could achieve within the right target market. In some cases, QR Codes are not the proper marketing medium. For example Sligo Hearing Aid Centre sent out flyers about their hearing aids and on the flyer used a QR Code to direct people to their website www.sligohearingaidcentre.ie .
It is assumed in most cases that people availing of a hearing aid are elderly. According to valuehearcare.com the average age of a hearing aid client is seventy years old. If the company firstly did research on Smartphone ownership, they would understand that the elderly are not big purchases in this category. Their technological ability and understanding would not be as great as say a younger person who has been brought up with the mobile phones. Mobile phones really only captured the Irish market in the year 2000. Not being ageist but expecting an elderly person to whip out a smartphone, download an app and scan a QR Code might just be asking a bit much!

Newspapers/Magazines are top scan locations!

A staggering 65% have seen a QR Code in a Newspaper/Magazine. We do not know the origin of these Newspaper or magazines but it could be suggested that the newspapers are mainly of Irish production and the magazines a mixture of Irish, U.K and U.S. This high result may be the influence of foreign marketing Ireland but this can’t be said as fact.

Studies highlighted demonstrate Newspapers and Magazine as a good draw for QR Code scanning behaviour. So as QR Codes appear generously in magazines, is this why people are noticing them there more? When one is reading a magazine or newspaper it is thought that they are relaxing and not rushed. Therefore the likelihood and ability to notice a QR Code is greater. More importantly however, is from our survey findings and other studies we learn that QR Code scanning behaviour happens mostly in the home. 

Packaging is no surprise with a high 55%. QR Codes on products in Ireland is on the rise and again it does not mean that the product was produced in Ireland.
Leaflets/Flyer scored 40% and posters just below at 28%. This is a good scanning rate and confirms advertising spent well on these areas. It is assumed when we receive flyers for example that we glance at them and shortly dispose of them. But having a flyer with a QR Code on it might entice people to hang onto it for a bit longer at least until they scan it, increasing the probability of it be seen by more persons. Marketers can also measure the effectiveness of their offline campaign by gaining crucial additional information on their customers who scan the flyers. Posters too see a good scanning rate which in turn demonstrates the proliferation of QR Codes on such media.

Finally, the research shows an Internet site (20%), Billboard (12%), Business Card (11%), Television (5%) and Other (3.5%) with insignificant responses. These rates are not very high but it is suspected that for instance a television QR Code would be a poor medium due to the fact that it would not give ample opportunity for the user to set up so spontaneously. Unless of course they have a pause feature on their remote!!!

Further analysis of where people scan.

Todays blog looks further into the findings that were graphed in the previous blog (also seen below).

Looking again at the comparison table between Ireland and the EU (5), there is an interesting comparison with people scanning ‘At Home’ being similar in percentages.

Interesting to note, is Irelands higher public transport scan but much lower scans in stores, shops and restaurant.

At work is 14% lower than the EU 5 but that survey encompassed persons of the age thirteen plus whilst the Irish survey was geared at over 18’s.


Outside or public transport holds a reasonable 28% as favoured among participants.
"Free wifi services will be available on a larger number of Bus Éireann routes, after the operator began rolling out free internet services on 88 new buses. 23 commuter coaches operating in the Greater Dublin area are being given Wi-Fi shortly, with five new city single and double-decker buses going into service in Cork, and seven new buses in Galway."This explosion of internet access on Irish public transport has meant more travellers are joining the online world on their mobile phones.

‘Other’ lies at 10% while at work just behind at 9%. The relevant factor here is that the 'Other' category was made up of Restaurants, Supermarkets, retail store and college but not one of these categories reaching anything higher than 2.5% scan. Therefore, in store marketing spend on QR Codes is not seen as advantageous. Further dissection might reveal that retail stores and some restaurants have little or no internet connectivity yet alone phone coverage.

Elsewhere in Korea, when Tesco used posters of supermarket shelves complete with QR codes , the result was that more than 10,000 people scanned the QR codes, new customer registrations rose by 76%, and online sales were up by 130%.

There are regional factors here which aided the success of the campaign. For one, the underground has Wi-Fi so no connection issues. Also, many mobiles in Korea have built in QR readers, which remove one huge barrier from the whole process.

Where have you found the QR Codes that you have scanned?

A staggering 65% have seen a QR Code in a Newspaper/Magazine. We do not know the origin of these Newspaper or magazines but it could be suggested that the newspapers are mainly of Irish production and the magazines a mixture of Irish, U.K and U.S. This high result may be the influence of foreign marketing in Ireland but this can’t be said as truth.

Earlier in the blog, it was noted that Newspapers and Magazine are a good draw for QR Code scanning behaviour.

When one is reading a magazine or newspaper it is thought that they are relaxing and not rushed. Therefore the likelihood and ability to notice a QR Code is greater. More importantly however, is from our survey findings and other studies we learn that QR Code scanning behaviour happens mostly in the home. Hence, the use of a further graph below to explain our Newspaper/Magazine results.

It is indicated that over half of respondents scanned a QR Code while at home and the most popular medium was Newspapers and Magazines. This is a key finding for future QR Code logistical implementation. This insight gives a clear view of where we like to be when we scan a QR Code and compliments other survey findings.

For comparison purposes, please see below.

*The EU 5 is made up of France, Germany, Italy, Spain and the United Kingdom (ComScore, 2011)

Further analysis in next post  : )

Motivations for Scanning a QR Code

What is it that the marketing manager has to do to grab our attention to scan a QR Code?

It seems the answer is inherent within us, our overwhelming desire or Curiosity is the point of persuasion. It is evident that QR Codes still contain a significant level of curiosity among respondents (74%).

Respondents from my survey were given an opportunity to select more than one motivational factor so percentages will add up greater than a total of 100.

 ‘To find out further information’ was the second most incentive with 29% selecting this option. This can only be good news for business. This is proving that QR Codes are working and can increase financial spend. The offline material that was used to bring the consumer to the online world has worked.  Additionally, It is well rehearsed  that consumers like to research online before they make a purchase in store. Hence, QR Codes are facilitating customer research in the purchasing scenario.

More importantly, companies using 'managed' codes can find out information on these consumers that they would never have been able to access before.

QR Codes management can provide:
- Number of scans
- Number of unique users
- Time & date
- Location of scans
- Type of phone (operating system)
- Representative demographics


The next factor sees ‘Quick access to a website’ at 25% being another motivational selection. The reasons for this could be similar to those that wanted further information but also include what is truly great about QR Codes-the idea of not having to type in a long website address on your mobile phone is gracious. It is generally accepted that users even on their desktop computer do not enjoy typing in website address and prefer the arguable quicker option of using the Google search bar. The QR Code also omits any spelling errors you may have while typing in your web address. Finally, your mobile phone screen is unlike other display screens and typing a website address can be cumbersome at the best of times.

Consumers enjoy Giveaways and Competitions; this sees 15% of the scanning ratio among Irish respondents. This is somewhat below a similar type survey in the U.K which quantifies that 42% would scan a QR code in order to access a discount voucher, 23% out of curiosity, and 21% to find out more about the product advertised.  Perhaps, the reason for the low scanning rate in Ireland of Giveaways and Competitions is because QR Codes are still quite new and companies have not actually used the Codes as a Competiton/Giveaway method option but rather the more basic use such as a web address.  Implementing a Competiton for example via QR Codes may be more difficult for business to get right  and the choice for an easier QR code conversion is preferred. It may also be assumed that implementing a Competition/Giveaway via QR code is not within the capability (knowledge) of business.

The ‘Other’ responses were insignificant in that there was no further insight gained.

Some reasons why people don't scan!

Do not have QR Code App on Phone:
One third of people do not scan a QR Code because they do not possess a QR Code Application (App) on their phone. Responses from another question in my survey suggests that a QR Code Reader has only been installed on 13% of respondents phones. (This means that when a person buys a new phone the QR Code Reader application is already pre-installed on their phone). Therefore, 87% of respondents had to go and download this application. There are many applications pre-installed on smartphones in Ireland though the QR Code Reader is not among these high rankings.

It doesn’t interest me:
28% of respondents have confessed that it does not interest them. Lack of creative scanning results or outcomes could be the reason for this. On many occasions a QR Code will translate to boring content or useless information for the user. QR Codes can appear novel for the marketing manager and they may be excited to use them on marketing material. However, not making the outcome creative, unique and interesting may infer respondent’s negativity towards them. A study by Onmobile demonstrated that out of the 1,200 consumers surveyed, over half were not as impressed with the information they got from scanning a code, with only 41% reporting the information they got to be useful.

I don’t know how to scan it:
Almost one quarter of respondents said they did not know how to scan a QR Code. Whose fault is this? It could be argued that it is up to oneself to learn how to scan a QR Code. However, there is evidence that in fact this is the role of the QR Code developer (marketing).
Education by companies displaying their QR Codes needs to be implemented. Many QR Codes present themselves without any indication of what it actually is or/and what you can benefit from scanning it.

I did not know it could be scanned:
The final reason by 20% of respondents for not scanning a QR Code was that they did not know a QR Code could actually be scanned. Again, lack of information next to the QR Code could be a reason for this. Alternatively, the impact of other codes in the product packaging arena could offer further suggestions. It has been observed that Data Matrix Codes for logistical reasons are appearing on everyday goods which are not intended to be scanned by the consumer. They are smaller in appearance yet similar in design. People may feel that the QR Code belongs to this family and therefore are not intended to be scanned. One respondent in my survey replied
“Didn't find info from codes scanned of products in supermarkets useful at all. Often just a number comes up”. This is indicative of a Data Matrix Code scan result which is most cases leads to a product code number. Here, the user has confused the Data Matrix code as a QR Code.

Additionally, there is plenty of evidence of scan fails (A QR Code that does not have the intended outcome such as an out of date link) - A scan fail could be a lost customer. Imagine, this is the first a user has scanned a QR Code and the result was either a poor outcome of a total scan fail. This perturbs the user and may distract them from scanning ever again.

Below, results that show 40% of respondents scanned a QR Code that did not work!!!

45% of respondents have scanned a QR Code

There is little point revelling in the high recognition of QR Codes among respondents if the actually scanning result is low. According to statistics from Scanbuy an American owned scanning company, worldwide scanning behaviour is increasing every quarter year on year. It is learned that Irish companies have invested 32%  into QR Codes as a mobile marketing channel. (earlier post)

It is an interesting finding that although there is a high awareness of QR Codes the scanning rate is not in contention with this. However, 45% of consumers have scanned a QR code which remains a significant proportion for marketers to target.

Next Post: Reasons why respondents have not scanned a QR Code.

Do you know what a QR Code is? - RESULTS

Initially, it was necessary to offer a further opportunity to those that answered ‘No’. Due to extensive research of QR Code questionnaires it was critiqued that an image of a QR Code be included in a survey rather than just asking by name. As you can see from above image, this tactic proved successful.


Therefore, we can say that 206 people out of 220 people recognised a QR Code. That is almost a staggering 94% of respondents recognising a QR Code.
Though research methods and sampling size are different, the results are almost parallel to those of Japan in 2005 where there was a 96.5% had knowledge of a QR Code.

It is interesting to point out that respondents are somewhat familiar with a QR Code by name but the visual image of a QR Code is what triggered overall recognition.
To conclude, a staggering 94% of smartphone owners surveyed in Ireland know what a QR Code is either by name or/and image. This demonstrates the visual proliferation of QR Codes in Ireland.


Next Post:  - How many respondents are actually scanning QR Codes?

Smartphone ownership -RESULTS

Over the next few weeks, i will include results from an online survey conducted in Summer 2012 about QR Codes in Ireland.

Question: Do you own a smartphone?

Of the 332 people surveyed 252 people (76%) own a smartphone while 80 people (24%) do not own a smartphone. This is in line with the prediction by AMAS where smartphone ownership was due to increase from 49% in 2011 to 71% by the end of 2012.

For businesses, the main takeaway is that mobile needs to at the core of marketing strategy.

As the survey was online and only Irish respondents were required, the following question was asked.

Question: Do you live in Ireland?

Of the 250 people that qualified from Question 1 to answer this question, 222 (89%) of respondents were Irish residents while 28 (11%) were not.

After these filtration questions, the exciting results about QR Codes awareness followed.

Results in next post : )

NFC - a threat to QR Codes?

As technology improves, new developments that engage the offline to online world will emerge. The NFC technology may father the QR Code ubiquitous domination or perhaps offer an alternative approach.
Near Field Communication (NFC) is a new, short-range wireless connectivity technology that evolved from a combination of existing contactless identification and interconnection technologies. Products with built-in NFC will dramatically simplify the way devices interact with one another, helping people speed connections, receive and share information and even make fast and secure payments. Operating at 13.56 MHz and transferring data at up to 424 Kbits/second, NFC provides intuitive, simple, and safe communication between electronic devices. NFC is both a “read” and “write” technology. Communication between two NFC-compatible devices occurs when they are brought within four centimetres of one another: A simple wave or touch can establish an NFC connection, which is then compatible with other known wireless technologies such as Bluetooth or Wi-Fi. NFC can be used with a variety of devices, from mobile phones that enable payment or transfer information to digital cameras that send photos to a monitor with just a touch.

NFC is an evolved form of RFID (Radio Frequency Identification). The difference is that RFID is a one-way street: But, crucially, NFC is two-way, allowing your NFC-enabled gadget to both send and receive information. The integration of NFC into mobiles allows consumers to easily opt-in to receive information from brands - for example by passing their phone over an NFC touch point to provide their email address and instantly receive more details on the product or service advertised. For brands, this new technology can also provide numerous benefits.
The technology, that can help boost social networking, like sharing contacts, photos, videos or entering multiplayer mobile games, will enable phones to double up as credit or debit cards, thanks to an embedded chip. Handset makers Nokia, Samsung and Research In Motion (RIM) have phone models that are NFC-enabled.

However, Apple’s decision to exclude a near field communications (NFC) chip from its new iPhone 5 handset may threaten or prolong NFC adoption as a contactless payment method at least.

The Future of Mobile Marketing (QR Codes)

QR Codes are gaining in popularity and the numbers of people scanning worldwide has increased (5.3 million scans recorded by ScanLife in June 2012 alone). In Ireland there is a notable proliferation of QR Codes on products, posters, flyers and print media.

“It also took time for people to realise why advertisements contained mutant crosswords” (The Economist 2012).

With the augmentation of smartphone ownership and the government plans of improved broadband there is potential for QR Code scanning to rise significantly.

According to the latest EConsultancy report (based on a survey of more than 650 US companies and agencies carried out in April and May 2012) “1 in 2 marketers are using QR codes to encourage their customers to interact with their brand“, up from just 8% a year ago.
This positions QR Codes as the most used mobile channel for engaging customers, surpassing other mobile channels such as mobile applications (35%), mobile commerce (29%), mobile optimized emails (29%), short message service (SMS) marketing (26%), location-based marketing (17%), multi-media messaging service (MMS) (7%) and Near Field Communication (NFC) (2%).

What is intriguing about this statistic is that much of the other methods (such as mobile optimised emails, SMS and MMS) content is pushed first by the company, where you have no control when you receive the message or even if you want it. With QR Codes you are in control, you are only scanning it because you want to and in the time and situation that is appropriate for you to do so.

Overall, there is huge growth potential for mobile marketing. The figures below shows consumers (U.S) are spending 10% of their media attention on their mobile devices while the medium only commands a mere 1% of total ad-spend. Comparatively, the quickly "dying" print medium attracts only about 7% of media-time, but still captures an astonishing 25% of the total U.S. ad-spend, with print receiving 25-times more ad money than mobile.  The disparity between the two mediums gives a strong indication as to how much room mobile still has to grow.

Limitations of QR Codes

Though the marketing world is steadily embracing QR Codes the actual amount of people adopting (scanning) QR codes in Ireland is undetermined.

The requirement that a QR Code be accessed via smartphones instantly eliminates 63% of today’s mobile market (Nielsen, 2011).

Forrester's research points to four obstacles to broader adoption:
• Many consumers do not know what QR codes are or how to use them;
• QR codes require users to download an application to their phones;
• There are no standards for codes and readers; and
• Content is often disappointing. Most codes only took consumers to company websites.

Lack of uniformity among QR Code scanning applications means that there is no one known QR Reader, there are in fact a plethora of readers which creates ambiguity among users. All QR Code readers are not created equal and it may be necessary to have at least two readers on your mobile device or the necessity to trial a few. This is because some readers need a good quality QR Code image for the scan to be effective, while other readers have a better ability to scan an image.

There is a fear that QR Codes may become another vector for on-line crime to weed its way into people’s devices by linking to malicious websites, and providing new way of luring people into phishing scams. These concerns are legitimate but much alike other communication portals –there is always going to be scams e.g. junk mail, phishing sites, premium text messages. The user should only trust QR Codes that come from a reputable site, brand, source, company and person.

Finally, the impact of new technology such as NFC  is seen to be the biggest limitation or competitor for QR Codes. However, this technology is expensive to implement unlike the free ability to make QR Codes. Additionally, it requires the users phone to have a special component (chip) inside.

Contextualised QR Code

Public and private parts of a contextualised QR Code.
 With thanks to Rouillard (2008)

Security Issues

While users might cognitively perceive the good features of QR codes, they may not intend to use those codes unless something is confirmed. They may want to personally ensure that a QR code is secure and dependable (Shin, Jung & Chang, 2012).

As the encoded information is intended to be machine readable only, a human cannot distinguish between a valid and a maliciously manipulated QR code (Kieseberg et al, 2011).

There is a proof-of-concept phishing attack on QR codes, which is based on the idea of changing the encoded data of a QR code by turning white modules into black ones (Khalil, 2012).

Depending on whether the reader is a human or an automated program (e.g., in logistics), different scenarios are possible (Kieseberg et al, 2011).
1. Attacking Automated Process: SQL injection (executing system demands, adding a user), Command injection (installing root kits) and Fraud (changing the automated system).
2. Attacking Human Interaction: Phishing (setting up a fake website), Fraud (redirecting user to a cloned website) , Attacking reader software (command injection), and social engineering tactics (poster offering discount in a nearby shop).

Mobile Security in general is not near as thorough as one’s computer security "Fewer than 5% of people have got some form of security on their mobile devices”.

As QR Code technology is developing so is security applications. Norton already has a solution to some of the problems above, in the form of ‘Snap’. The application is simply a QR code reader but with the added advantage of the Norton virus and malicious website database that allows the smartphone to be aware of the information the code is about to access so that necessary action can be taken.

It is argued that employing a reputable service provider to hosts your code on a platform adds an element of security. “A threat assessment service is provided along with the visual identification of the provider’s name/logo which reduces the risk of it being a malicious code and signifies that it is a managed code” (Wehrs, 2012).

Legal Issues with QR Codes

QR codes originally were developed for tracking parts in vehicle manufacturing and was then standardized by the Association for Automatic Identification & Mobility (AIM), Japanese Industrial Standards (JIS) and International Standards Organisation (ISO).

QR Codes are open in the sense that the specifications of QR Codes are disclosed and that the patent right owned by Denso Wave is not exercised. It can be used by anybody free of charge as Denso has released the patent into the public domain. Data structure standard is not prerequisite for current usage (Soon, 2008).

In Ireland, there is nothing in the data protection legislation to prevent the use of QR codes. There have been various reports of misuse to the Data Protection Office of QR codes – for example, leading to malware sites (Data Protection Office, 2012). This means that QR Codes have not been tested for misuse and therefore there is no legal structure around them.

“Today's legal concepts, procedures, and structures are insufficient to keep pace with technological advance. Our legal systems need to develop to ensure that technology serves as many people as possible and disservices as few as possible” (Bach, Ivinson & Weeramantry 2001).

QR Code Printing Size/ Error Correction Levels contd.

The data shown below is - QR Code Size Specification. (Source: QR Stuff, 2011)
 Modules: Number of rows and columns of little black squares in the QR code image.
 Characters: Approximate number of characters that would normally fit into a QR code with that many modules using binary data encoding (most do) and Level L error correction.
 Scan Distance: The distance the camera is being held away from the printed QR code.

This is also one of the reasons why a QR code containing the same data will look different depending on which QR code generator you use – it depends on the error correction level being used by that particular website. Even though there is a single ISO standard for QR codes, there are variables within the ISO standard (error correction level being one of them) that will result in a different looking QR code image based on how that particular QR code creation website sets these variables.
As the data load gets higher, the modules (cells) get smaller hence a denser QR Code image (See below).

Error Correction Levels

 Error Correction Levels

QR Codes have an error correction capability where data can be restored even when substantial parts of the code are distorted or damaged.
These are maximum numbers, and the amount of text space available to you depends upon which of the four error correction schemes are used. The error correction algorithm is based upon Reed-Solomon, and comes in four correction levels.
1. Level L – 7% of characters can be restored (default)
2. Level M – 15% of characters can be restored (most often used)
3. Level Q – 25% of characters can be restored
4. Level H – 30% of characters can be restored
Level L and M are most suitable for codes found in clean environments where the code will not get damaged. Level Q and H are for dirty environments, as in manufacturing plants. The error correction level that you use will dictate the amount of text that can be encoded. For example, Level L will allow you to encode 4,296 characters, while Level H only allows for 1,852 characters.

The lower the error correction level, the less dense the QR code image is, which improves minimum printing size.
 The higher the error correction level, the more damage it can sustain before it becomes unreadable.
 Level L or Level M represent the best compromise between density and ruggedness for general marketing use.
 Level Q and Level H are generally recommended for industrial environments where keeping the QR code clean or un-damaged will be a challenge.

QR Codes - Technical Details

 A QR Code is a matrix code developed and released primarily to be a symbol that is easily interpreted by scanner equipment. It contains information in both vertical and horizontal directions, whereas a classical barcode has only one direction of data (usually the vertical one). Compared to a 1D (1 Dimensional) barcode, a QR Code can hold a considerably greater volume of information: 7,089 characters for numeric only, 4,296 characters for alphanumeric data, 2,953 bytes of binary (8 bits) and 1,817 characters of Japanese Kanji/Kana symbols.

Finder Pattern (1): The Finder pattern consists of three identical structures that are located in all corners of the QR Code except the bottom right one. Each pattern is based on a 3x3 matrix of black modules (red in diagram for illustration purposes) surrounded by white modules that are again surrounded by black modules. The Finder Patterns enable the decoder software to recognize the QR Code and determine the correct orientation.

Separators (2): The white separators have a width of one pixel and improve the recognisability of the Finder Patterns as they separate them from the actual data.

Timing Pattern (3): Alternating black and white modules in the Timing Pattern enable the decoder software to determine the width of a single module.

Alignment Patterns (4): Alignment Patterns support the decoder software in compensating for moderate image distortions. Version 1 QR Codes do not have Alignment Patterns. With growing size of the code, more Alignment Patterns are added.

Format Information (5): The Formation Information section consists of 15 bits next to the separators and stores information about the error correction level of the QR Code and the chosen masking pattern.

Data (6): Data is converted into a bit stream and then stored in 8 bit parts (called codewords) in the data section.

 Error Correction (7): Similar to the data section, error correction codes are stored in 8 bit long codewords. (discussed later)

Remainder Bits (8): This section consists of empty bits if data and error correction bits can not be divided into 8 bit codewords without remainder.

The entire QR Code has to be surrounded by the so-called Quiet Zone (also called the buffer zone), an area in the same colour shade as white modules, to improve code recognition by the decoder software.

Smartphones in Ireland

RedC (a market research company) puts Irish household smartphone ownership at 49% of the population in 2011, but predicts it will accelerate to 71% by the end of the current year (2012). The statistical breakdown from these figures show 62% Male and 38% Female of smartphone ownership with 25-49 years olds making up over half of this.

A Google commissioned research shows how vital smartphones are when consumers are searching for local services – 89% seek out local businesses and 90% take action, such as making contact or transacting business
.
Smartphone operating systems can also affect scanning results. For instance some QR Codes may lead to an app store that is not dedicated to your phone operating system. E.g. If you phone is an Android and you scan a QR Code that leads you to the ‘Apple’ market, the scan is void and will not take you any further. It is important for marketers to realise this if they are promoting an app download via a QR Code. The main two operating systems are seen below.

This QR Code on the Absolut Vodka Bottle below scans. However, the user (Android) gets a blank page with the following written in small writing on the top: “you do not have permission to open this page”. This is a QR Code scan fail. The reason this Code did not scan effectively is because the QR Code only led to an App Store dedicated solely to an iPhone user. In this case, the company should not have used a QR Code or have used two QR Codes to suit the two main smartphones that is Android and iOS (Apple).

Below, Sligo Jazz Trail has embraced both of the major phones operating systems.

QR Code Measurement

QR Code Measurement

QR Codes can assist the marketer in bridging the gap between offline and online. “QR Code is one of the few alternatives that enable consumers to transfer from one medium to another, more or less instantaneously – one of the most suitable tools for multichannel marketing. For instance, they can be used to measure the effectiveness of a print advertisement in a newspaper. Asking the customer to scan the code and if they do they will receive a money-off coupon for example. This can ultimately help measure the offline success a particular campaign especially since the effectiveness of print advertising is almost impossible to measure.

Paul Crosbie, Managing Director from Metro Herald said: “This will give our newspaper a unique product and service that we can offer directly to advertisers and agencies. Metro Herald’s audience is a perfect fit for QR codes due to the high level of smartphone ownership and the regularity with which our readers access the internet via their handset”.

Measurement of all marketing methods is vital to what works in a particular organisation. QR Codes can be measured and can provide the marketer with much more knowledge about its customers than ever before. Colm Grealy, CEO of DRG said the results from recent campaigns with Metro Herald show that mobile marketing has exponential advantages for advertisers, ad agencies, retailers and traditional media publishers. “The opportunities for those in the digital media, marketing and advertising industry are extensive. QR codes enable customers to get information instantly whilst giving advertisers valuable customer information for future promotions”.

Good user experience and compelling content

 Good user experience and compelling content

Throughout this blog, there has been some good examples of effective QR Code usage. The better the content in the outcome, the greater likelihood the user will have a good experience.
Total Produce is one of Europe’s largest fresh produce marketers. The companies research has shown that that the majority of consumers are interested in knowing more about the fresh produce items they purchase. As a result the company has announced the launch of new ‘Smart pack’ packaging with QR barcodes that allow consumers access immediate relevant information on the fruit or vegetable. For example, a QR code accompanying a pitahaya (dragon fruit) will direct the consumer instantly to a three-minute video explaining how to prepare and serve the fruit. This example demonstrates that the company have done the research and have not just pushed useless content onto their consumers.

In late 2010 The Ethical Bean Coffee Company started adding QR codes to their ads on the train. When customers scan the QR Code with their smartphone cameras, a coffee menu pops up on their screens. They can then order a cup of coffee on the train and have it waiting when they arrive at one of Ethical Bean’s shops. According to CEO Lloyd Bernhardt, business has doubled since then, with Bernhardt adding “We catch people who are on the go and don’t have a lot of time”. This example offers consumers a unique experience and gives them added benefit by offering a quick order service.
Ensuring a good user experience and offering compelling content will enable the population of QR Codes to be maximised so that they will have mutual benefits for consumers and business.

Consumer Buyer Behaviour & Education

Consumer Buyer Behaviour
In a recently released survey (January 2012), Cisco found that 74 per cent of consumers turn to the web to conduct research before making a purchase in store. The findings place a premium on digital content marketing campaigns that can help answer shoppers’ questions and point them in the direction of a brand. Moreover, Cisco found that 45 per cent of shoppers enjoy using their mobile device to research products online while in stores. Shoppers have more options than ever in terms of educating themselves prior to making a purchase. In addition to providing info that could encourage purchases, content boosts Search Engine Optimisation (SEO) standings and makes it easier for consumers to find a business through search.
A survey conducted by Chadwick Martin Bailey and iModerate Research Technologies, into the amount of people that use QR codes and what they are using them for found that 18% of smartphone users made a purchase after scanning. They also discovered that 21% of users that scanned the QR code then shared this information with someone else.

Education
As with all new technology, the onus is on the user and also the provider to progress the learning.
While the concept is simple enough – see a code, scan it with your smartphone, users simply don’t know how to use QR codes. As much as poorly placed codes are an issue, users aren’t always ready to scan a code when they see it!
Marketers need to keep their customers informed, maybe giving online tutorials on their website or instructions next to their QR Code to help consumers understand the procedure of scanning.
If a marketer is looking to place a QR code on a product or magazine page, then there should be a call-to-action informing consumers what application is needed to scan the code – or even instructions on how to scan it. Programs offering clear instructions on how to use mobile bar codes can drive participation up by 500 to 800 percent!
“Most phones do not come with QR readers pre-installed. If an individual wants to scan a QR code, he or she will need to get a special app to do so. How are people supposed to find this out, considering most QR codes are presented without context and there is no standard app associated with the technology?”.
It is necessary therefore not just to provide instruction on how to scan but additionally where one could access the application where a QR Reader can be downloaded.

QR Codes - Psychology and Behaviour

Psychology and Behaviour
Perhaps one key to understanding consumer behaviour and QR codes lies in psychology and behaviour. By looking at how people act and react to QR codes, industry could better create campaigns that are more precisely tailored to customer preferences (Shin, Jung & Chang, 2012).
Shin, Jung & Chang in their study ‘The Psychology of QR Codes’ determined that users are more likely to be influenced by interactivity in their decision to accept QR codes. The components of interactivity are (1) responsiveness, (2) user control and (3) connectedness. They determined that QR codes with more positive perceived interactivity values have a greater influence on quality, which results in a greater influence on usefulness and ease of use, leading to intention and actual usage behaviour of QR codes.

They suggest that QR codes are not only perceived as a commerce channel, but also as a social venue through which users can interact with other users. This means that QR code activity entails more than seeking information; it is perceived to be a social activity comprising entertainment, education and socialisation.
The study also concluded that subjective norms (an individual’s perception of whether important people think the behaviour should be performed) plays a role in behaviour. They found that enhanced feelings of social influence will result in improved perception of usefulness and ease of use through service use and content.
They suggest that future codes be designed to exploit the high relevance and great importance of word-of-mouth as a means of inducing user participation.

Recent Independent Research by Chadwick Martin Bailey (CMB) also looked at consumer behaviour which discovered that most respondents (46%) scanned a QR Code out of Curiosity (CMB, 2011).
One recent theoretical treatment of curiosity is the "knowledge gap". A knowledge gap can be defined as the difference between two quantities: what a person knows and what he or she would like to know. Curiosity arises when people become aware of the existence of a knowledge gap in a particular domain or when they encounter novel or inconsistent stimuli (Berlyne 1954, 1960), stimulus ambiguity or incongruity (Hehb 1949), or stimuli that violate their expectations (Hunt 1963). These situations highlight their knowledge deficiencies (Loewenstein 1994). Awareness of a knowledge gap produces an aversive feeling of deprivation or discomfort that can be alleviated only by obtaining the information needed to close the gap, which consequently produces an intense desire to modify the existing knowledge structure (Berlyne 1960) (Menon and Soman 2002). In short, the curiosity arousal means that people inherently want to know more about QR Codes and feel deprived if they are not part of or belong to its arrival.

QR Codes as a mobile marketing channel

In Ireland we are fast catching on to the fact marketing both to and from mobile phones is the most effective person to person form of marketing available. Research shows that almost one third of Irish businesses are using QR Codes as a mobile channel. The question asked was "Which of the following does your company have?" and was answered by 274 people, 88% of whom are either full members or associate members of the Marketing Institute of Ireland. The 30% is a significant proportion and one that will probably increase in the near future. In February (2012), MasterCard created 130 jobs in Ireland in mobile payment technology which uses QR codes as a method of payment “MasterCard chose Ireland as a place to expand our presence because, from our vantage point, we see consumers moving toward a world beyond cash, shopping and paying for the things that matter to them in ways that best fit their needs and lifestyles with a simple tap, click or touch in-store, online or on a mobile device".

Prior to starting a marketing campaign that involves QR codes, marketers should first determine their goals, use consumer behaviours to determine placement of the codes, ensure value and a good user experience that delivers compelling content, include consumer education within their marketing strategies, and set low expectations at first.

Mistakes with QR Codes

Obvious mistakes are not uncommon even among leading brands and agencies: in 75% of cases the landing pages are not mobile optimised (ScanLife, 2012). This means that when the user scans the code, it will bring them to for instance a website that is difficult to see as it is not formatted for mobile phone use. This is cumbersome and essentially not user friendly.

Another common mistake is the poor use of direct codes (i.e. the URL is directly encoded in the QR code): Love film for example, printed one million DVD envelopes with a code that couldn’t work because of a typo in the encoded URL. Moreover, most QR codes just lead to a website, when in reality they could do much more, such as inviting users to engage with advertisers through emails, twitter, etc. 

Marks & Spencer’s used the black and white matrix in one of their promotional campaigns and referred to them as QR Codes when in fact they were using another type of code called a Data Matrix Codes (See image).

“We’re trialling QR codes as an innovative new way to communicate with our customers. As this stage it’s only on our Food to Go freshly squeezed juices".

This does not help QR Code popularity and unfortunately it is not an uncommon mistake. This inevitably makes it a difficult task for consumes to attain a grasp of the Codes when the marketer cannot distinguish between the two.

There are clear differences between the QR Code and Data matrix code such as the notable 3 large squares on the corners of the QR Code but some similarities in form and colour exist though Data matrix codes tend to be smaller in size.

QR Code/MS Tag/ Data Matrix Code

Initially rivalry subsisted between QR Codes and Data Matrix Codes but the world of marketing embraced QR Codes. Data Matrix codes prevail mainly for logistics, shipping and billing purposes. Other codes have also been created that compound the adoption barrier to already fledging consumer behaviour such as MS Tags. Though MS Tags appear different to the black and white squares they harness huge investment. It is not surprising that companies want to get on the bridge that embraces offline and online but it threatens a universal simple system.

Good QR Code uses - IRELAND

The possibilities of QR Code applications (usage) are plentiful. They are used on business cards, magazines, product packaging, billboards, t-shirts, brochures, and greeting cards to name but a few.
Once scanned they can produce a money-off coupon, open a website address, play a video, display an image or even dial a phone number. The outcomes are extensive and some are extreme.

Aer Lingus in 2011 used a QR Code in a recruitment campaign for their Cadet Pilot Training Programme. Here they used the code in an advertisement and once scanned brought the user to a You Tube video of a young man and woman talking about their process in the cadetship and made it very inviting for the user to apply for position. This was an effective use of the code which brought the Aer Lingus brand to life, engaged with the reader and delivered value added digital content from traditional print media.

BBDO, a worldwide advertising agency developed a special QR glass for Guinness that when it was filled with the black stuff would produce a QR Code and hence when scanned give the opportunity for social media engagement.

QR Code Development

QR Code Development
In 1970, IBM developed UPC (Unique Product Code) symbols consisting of 13 digits of numbers to enable automatic input into computers. These UPC symbols are still widely used for Point-Of-Sale (POS) system. In 1974, Code 39 which can encode (symbolise) approximately 30 digits of alphanumeric characters was developed. Then in the early 1980s, multi staged symbol codes where approximately 100 digits of characters can be stored such as Code 16K and Code 49 were developed. In the recent years, requests had mounted for symbols which could store more information and represent languages other than English. To enable this, a symbol with even higher density than multi staged symbols was required. As a result, QR Code, which can contain 7,000 digits of characters at maximum, was invented.

QR Codes in Marketing (brief intro)

For the marketing manager, the possibilities are endless. QR Codes are a new way to reach the busy consumer. Offline marketing material such as brochures, flyers, posters, newspapers adverts can now be all measured. This is a crucial factor in any marketing campaign. It can reassure the marketing manager that money was wisely spent (or not) on a particular campaign. Not only does it count how many times the code has been
scanned, it can also produce information such as location of scan (if GPS is enabled), what time approximately it was scanned, the volume of unique users, and what operating system the consumer was using (Android/iPhone).
Promotional campaigns can now get a new lease of life – you can entice the consumer to scan the code to receive a free coffee, a money-off voucher or be entered into a competition.
QR Codes can also be linked to any Social Media accounts such as Facebook and Twitter which may help augment the number of fans or followers.  QR Codes can help build relationships by providing insight into the users of QR codes (analytics) but more importantly by giving easy access of information to your consumer or potential consumer such as reviews, maps, ratings, contact information or a direct link to your website.

How to scan?

Requirements to scan a QR Code for the user are that they have a mobile phone with a built in camera; an internet connection (in most cases) and a QR reader application (free to download). The user then selects the QR Code application on their phone where a scanning function becomes active. The user must then position their phone over the QR Code so that the camera can scan it. Once the QR Reader acknowledges this it automatically scans the code and brings the user to the outcome. If you have disabled your internet connection it will still scan (in most readers but not all) and save the potential outcome for you until internet access is available. The user can find the list of scans in their scan history. However, some QR Readers will not scan the code at all if no internet connection is available.

A great feature of QR-Codes is that you do not need to scan them from one particular angle. QR-Codes are capable of omnidirectional (360 degree’s) high-speed reading. QR-Codes scanners are capable of determining the correct way to decode the content within the QR-Code due to the three specific squares that are positioned in the corners of the symbol

INTRO (part one)

The ‘Quick Response’ (QR) Codes were introduced by the Japanese Company Denso-Wave in 1994. Their initial use was that the matrix barcode (or two-dimensional code) could be scanned to quickly locate and track a vehicle part. This technology which requires no license fee is now administered by many companies throughout the world; it has a plethora of uses and has become a new mobile marketing tool.
A QR Code is unique from other black and white matrix codes in that it has three large squares (finder patterns) positioned in three corners easily identifying it as a QR Code. QR Codes can be created in different colours in keeping with your brand and in fact can contain a company logo but the three finder patterns still exist. They are called Quick Response codes in that the information can be downloaded at a high speed.

A QR Code

A coloured QR Code with a company logo.

Welcome to my blog about QR codes - an Irish perspective.