Introduction to Mobile Surveys


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Introduction to Mobile Surveys

Melanie Courtright Research Now

13 November 2013

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

Setting the Stage

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

Can you identify this picture?

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

Can you identify this picture?

Pope’s election - 2005 Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys

And in 2013 …

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

The Revolution will be MOBILE-ized Nomophobia (n): The fear of being out of mobile phone contact; mobile phone separation anxiety. Source: Experian Marketing Services

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

Mobile is Now! million people suffer from FOMO (Fear of Missing Out). million people would rather lose their keys than their smartphone. 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 Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys

The whole Planet is going Mobile

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

US Census vs. US Mobile 49% 50%

Census

51% 50%

Mobile

25%

25% 17%

20%

23%

18% 12%

15%

12%

15% 4% 6%

Male

Female

Less than 25k

25k to 49k

50k to 74k

75k to 99k

100k to 149k 150k to 199k

4% 5%

200k+

72%73%

33% 29% 13%13%

18%18%

18%19%

19%20%

16%15%

13%15% 5% 6%

18 - 24

25 - 34

35 - 45

45 - 55

55+

Hispanic

Caucasian

Black

Asian

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

9% 1% 1%

Native

6%

Other

UK Census vs. UK Mobile

56% 47%

Census

53%

Mobile

44% 37%

18% 9%

Male

Female

20%

18%

21%

34%

18% 19%

5%

18 - 24

25 - 34

35 - 45

45 - 55

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

55+

Mobile is Community

53% 71% SMS

of American smartphone users connect to mobile social media daily.

use their phones for email every day.

82%

text during the same time frame.

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

Mobile is Culture

47%

50%

of British smartphone owners view news on their device every day.

of them stream videos on mobile every month.

61% make their own media each week. Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys

Mobile is Commerce

66%

Between the US and UK 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. Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys

Why are Researchers so keen?

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

The Possibilities Technology & DIY Platforms Audience & Ad Measure Research

Behavioral Data Sets

Mobile DeviceSpecific Research Device Agnostic

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

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 onetime & syndicated studies • Syndicated Location Studies

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

Rich Media Uploads

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

In-The-Moment Surveys

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

Geo-located Surveys

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

Behavioral

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

Home Ethnography 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.

 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

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

CASE STUDY

Sporting Event Diary 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.

   

69% of respondents completed both diaries 62% uploaded images 19% uploaded video Impressed with detailed open-ended responses  High level of respondent engagement

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

CASE STUDY

Holistic Insights 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.

 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

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

CASE STUDY

Retail Surveys 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.

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

CASE STUDY

Best Practices

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

MOBILE IS NOT ONLINE Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys

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

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

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

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

Mobile Design Commandments 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!

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

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

Back-end Considerations 1.

Data Quality / Media Vetting

2.

Coding and Delivery

3.

Merging

4.

Linking

5.

Reporting

6.

Timing

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

Smart Devices – Smart Design • Specifics

• Minimalistic • Avoid length • Respondents “on the go”

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

Thank you!

Melanie Courtright Research Now

[email protected]

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

Q&A

Melanie Courtright Research Now

Ray Poynter Vision Critical University

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