Introduction to mobile surveys

Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys

Introduction to Mobile Surveys

Melanie Courtright Research Now

13 November 2013


Setting the Stage

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=JtA-lqCpcP7JEM&tbnid=4oWvtMquoaonNM:&ved=0CAUQjRw&url=http://commons.wikimedia.org/wiki/File:Setting_The_Stage.jpg&ei=nud7UoKXDJTMkAfjoYHwAg&bvm=bv.56146854,d.aWc&psig=AFQjCNFGY2YnG84wYzebz3Pw62orOAiEhw&ust=1383938329706241


Can you identify this picture?


Can you identify this picture?

Pope’s election - 2005


And in 2013 …


Nomophobia (n): The fear of being out of mobile

phone contact; mobile phone separation anxiety. Source: Experian Marketing Services

The Revolution will be MOBILE-ized

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XjPXoR4fBeWTaM&tbnid=O3wuG3J3tTzTLM:&ved=0CAUQjRw&url=http://www.androidguys.com/2012/06/21/lookout-finds-a-nomophobia-epidemic-in-mobile-mindset-study/&ei=ceh7UtXAGIyLkAeu7oHADA&bvm=bv.56146854,d.aWc&psig=AFQjCNFDy6YleTMXb856fmT_qXkxBv-T2g&ust=1383938529496270


million people suffer from FOMO (Fear of

Missing Out).

of 23-30 year olds would rather give up

their sense of smell than their phone.

of users say they couldn’t LIVE

without their mobile phone. Source: Experian Marketing Services

Mobile is Now!

million people would rather lose

their keys than their smartphone.

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TrH-t2HDnzJP9M&tbnid=lxsHpUNCzQMf_M:&ved=0CAUQjRw&url=http://epapermint.blogspot.com/2012/10/turning-23.html&ei=Q-l7UuisBYfMkAfAlIAQ&bvm=bv.56146854,d.aWc&psig=AFQjCNFELecESPGGOczq6HpM_gP5hrQnLQ&ust=1383938745159358

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4WzqutJzgGxYyM&tbnid=-i4Sf7_Bj0vZ2M:&ved=0CAUQjRw&url=http://www.focusbarreview.com/NEVADA-historical-bar-exam-pass-rate-statistics.html&ei=Hup7UqGXJdGjkQeUlIHIAw&bvm=bv.56146854,d.aWc&psig=AFQjCNEsQBgp8ddkuX2edf2Gat1awMzRsw&ust=1383938963833150

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_UVPHVKHj2FuvM&tbnid=k7EK61TjnFFQ6M:&ved=0CAUQjRw&url=http://www.obserwatoriumkultury.pl/artykuly/117342-13.html&ei=pep7UvjmCcbWkQfL6YH4BQ&bvm=bv.56146854,d.aWc&psig=AFQjCNEVeHDXjpg_LSzruSI1S1C-qreJlg&ust=1383939091135719

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cMrRUJ3qshuPaM&tbnid=0v8YKT5FWAutmM:&ved=0CAUQjRw&url=http://www.aperfectworld.org/special_occasions.html&ei=nul7UtiJDIXGkQfLrIDYDg&bvm=bv.56146854,d.aWc&psig=AFQjCNH8ro2Tta_gcqgchVnVMhmpcuT3Dg&ust=1383938811122446


The whole Planet is going Mobile


13% 18% 18% 19%

33%

16%

72%

13%

5% 1%

9% 13%

18% 19% 20%

29%

15%

73%

15%

6% 1%

6%

18 - 24 25 - 34 35 - 45 45 - 55 55+ Hispanic Caucasian Black Asian Native Other

49% 51%

25% 25%

18%

12% 12%

4% 4%

50% 50%

17% 20%

23%

15% 15%

6% 5%

Male Female Less than 25k 25k to 49k 50k to 74k 75k to 99k 100k to 149k 150k to 199k 200k+

Census Mobile

US Census vs. US Mobile


47%

53%

9%

18% 18% 18%

37%

56%

44%

5%

20% 21% 19%

34%

Male Female 18 - 24 25 - 34 35 - 45 45 - 55 55+

Census Mobile

UK Census vs. UK Mobile


SMS

of American smartphone users

connect to mobile social media

daily.

use their phones for email

every day.

text during the same time frame.

Mobile is Community

82%

71%

53%


of them stream videos on

mobile every month.

of British smartphone owners view

news on their device every day.

make their own media each week.

Mobile is Culture

50%

47%

61%


Between the US and UK 66% of

owners research products on their

smartphones at least once a month.

41% of US and UK users also

make mobile purchases during an

average month.

Mobile is Commerce


Why are Researchers so keen?

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=aWKs_IkN-2W29M&tbnid=WclkPizzyejZ7M:&ved=0CAUQjRw&url=http://blog.prnewswire.com/2013/01/09/call-me-maybe-mobile-to-mobile-m2m-means-more-for-marketers/&ei=EwN8Uq6vHtSPkAfAn4GIBQ&bvm=bv.56146854,d.aWc&psig=AFQjCNHfQdoS0QfbLsidJgGNLcH34TyczQ&ust=1383945341936603


Device Agnostic

Mobile Device-Specific

Research

Audience & Ad Measure

Research

Behavioral Data Sets

Technology & DIY

Platforms

The Possibilities


• Mobile Access Panel

• Geo Location Studies –

In-The-Moment

• IHUT

• Mystery Shopping

• Diary/Ethnography

• Foot Fall Trends

• In-Store Evaluation

• Behavioral Targeting

• Concept Testing

• Mobile Ad Effectiveness

• Out-of-Home Ad

Effectiveness

• Mobile BTS

• In-App Ad Effectiveness

• Mobile Behavioral one-

time & syndicated studies

• Syndicated Location

Studies

The Possibilities


Rich Media Uploads


In-The-Moment Surveys


Geo-located Surveys


Behavioral


How comfortable are respondents with qualitative

aspects of mobile research?

Invited 3,500 panelists to take part in a home

ethnography study designed to understand

respondents’ willingness to participate in qualitative

parts of mobile studies, particularly media uploads.

CASE STUDY

679 completes in 2 days, despite the

study being long & media intensive

97% scanned barcodes

99% uploaded pictures

82% uploaded audio

80% of those with pets uploaded videos

Home Ethnography


How do researchers collect In-The-Moment data

at the 2012 Olympics?

Recruited respondents to complete two two-day

diaries for people at the 2012 London Olympics or

watching them at bars or at home.

CASE STUDY

69% of respondents completed both diaries

62% uploaded images

19% uploaded video

Impressed with detailed open-ended

responses

High level of respondent engagement

Sporting Event Diary


How does a digital newspaper use passive behavioral

data capture to gain deeper reader insights?

A digital newspaper that caters to tablet users

through a newspaper app sends targeted surveys

and overlays the survey data with behavioral data

for deeper insights.

CASE STUDY

Behavior data like app downloads, music

played, etc. are passively captured

Survey data is collected periodically by

pushing surveys.

Data from repeat surveys and passive

data capture are tied together for deeper

insights

Holistic Insights


How does a major CPG brand get shopper

feedback on their in-store displays?

Created a mobile survey for shoppers, whose

locations were validated by GPS data, to complete

while inside targeted supermarkets.

CASE STUDY

Respondents uploaded photos of

in-store displays and scanned UPC

barcodes of products

Geo-fencing ensured the survey was

available only when respondents were in the

store, ensuring validation and data quality

Rich In-The-Moment data and insights were

generated

Retail Surveys


Best Practices

https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=7NE-qd_cEFYc8M&tbnid=1e9rHq5hBDoVqM:&ved=0CAUQjRw&url=https://blogs.perficient.com/salesforce/2012/05/14/did-you-chatter-it/&ei=RhV8UpaTBcaIygHE-IHgBg&bvm=bv.56146854,d.aWc&psig=AFQjCNHL-HH6xC7fmOt7emN2mfoPOFZ-fQ&ust=1383949999603027


MOBILE IS NOT ONLINE


1. Define Who you want to reach, and why

Target your respondents

Consider Fit for Purpose

2. Dive Deep Into the details of what you will ask members to do

• What activity are you interrupting?

• What activity are you requesting?

Into what data you NEED back, and what you will do with it

• How much media is too much media

• What are the media risks?

Into the different tool options

3. Design, Design, Design

3-D Mobile Research


28

http://24.media.tumblr.com/8c8c31e2caaa1ec8d41b4a9795ef14a1/tumblr_mmfezkw8GA1rmrdfno1_1280.png

http://25.media.tumblr.com/aaaba34799894e85d3461c433d400645/tumblr_mmfezkw8GA1rmrdfno2_1280.png


http://24.media.tumblr.com/11058a0847c261b201fb309dc3cd66af/tumblr_mkofd8qgvU1rmrdfno1_1280.png

http://24.media.tumblr.com/9e4d70e1a6336b17cc0f93dc734a812d/tumblr_mkofd8qgvU1rmrdfno2_1280.png



I. Thou shalt keep surveys under ten minutes.

II. Thou shalt consider screen sizes.

III. Thou shalt know how questions work.

IV. Thou shalt minimize scrolling.

V. Thou shalt limit text boxes.

VI. Thou shalt use concise language.

VII. Thou shalt give great instructions.

VIII. Thou shalt stick to the point.

IX. Thou shalt be creative and engaging.

X. Thou shalt wear a respondent’s shoes!

Mobile Design Commandments

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=QB2iVpS9M9dEIM&tbnid=W1xld-saN8bj9M:&ved=0CAgQjRwwAA&url=http://vector.me/search/scroll&ei=VlGCUrbXJcXD7AbbgIH4BQ&psig=AFQjCNEELcKvCp1RXIODgHeml0FFKve0FQ&ust=1384358614678908



1. Data Quality / Media Vetting

2. Coding and Delivery

3. Merging

4. Linking

5. Reporting

6. Timing

Back-end Considerations


• Specifics

• Minimalistic

• Avoid length

• Respondents “on the go”

• Test, Test, Test

Smart Devices – Smart Design

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=inAIoeE0yNuqPM&tbnid=QECFx1rUUOTOtM:&ved=0CAUQjRw&url=http://blogs.adobe.com/digitalmarketing/digital-marketing/how-new-technology-is-forcing-organizational-evolution/&ei=oQF8UvWsCpHpkQeG94HoBw&bvm=bv.56146854,d.eW0&psig=AFQjCNF1-lgEKhTHQ66RqUjbBAT-0mRJrg&ust=1383944946585580


Melanie Courtright Research Now

[email protected]

Thank you!


Q&A

Ray Poynter

Vision Critical University

Melanie Courtright

Research Now