Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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.
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
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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%
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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%
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
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
Device Agnostic
Mobile Device-Specific
Research
Audience & Ad Measure
Research
Behavioral Data Sets
Technology & DIY
Platforms
The Possibilities
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
• 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
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
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile 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.
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
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
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
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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
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
1. Data Quality / Media Vetting
2. Coding and Delivery
3. Merging
4. Linking
5. Reporting
6. Timing
Back-end Considerations
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
• Specifics
• Minimalistic
• Avoid length
• Respondents “on the go”
• Test, Test, Test
Smart Devices – Smart Design
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Melanie Courtright Research Now
Thank you!
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Q&A
Ray Poynter
Vision Critical University
Melanie Courtright
Research Now