The Ultimate Guide to Mobile Consumer Research


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How to do better market research? Conduct mobile surveys. Reach your target audience on their turf. The ubiquity of cell phones has provided market researchers with unparalleled access to consumers, providing unmatched scale, reach, and affordability - without sacrificing quality of results. We provide the modern market researcher with a best practices approach to setting goals for research, audience targeting, survey design, and distribution, using a mobile-first mindset to capture valuable consumer opinion data. This provides an overview on mobile research for marketers, brand managers, product managers, market researchers, journalists, content writers, and startup founders/business owners/entrepreneurs.

Published in: Marketing

The Ultimate Guide to Mobile Consumer Research

  1. 1. THE ULTIMATE GUIDE TO MOBILE CONSUMER RESEARCH Survey Your Target Audience on Mobile
  2. 2. 1 Why Market Research Monitor brand performance. Determine market opportunity. Test ad ideas, product concepts. Create new ideas. 3 Reaching the Right Audience Select preferred demographics. Set quotas to get a balanced view. Find the right respondents with proper screening questions. 2 The Power of Mobile Reach a broader audience. Get results – fast. Efficient and affordable. High quality responses. 4 Designing Your Survey Using different question types. Structuring the survey flow. Use survey logic to dig deeper.
  3. 3. Why Market Research?
  4. 4. Monitor Your Performance Brand Awareness and Affiliation Product Usage Customer Satisfaction Consumer Sentiment Competitive Assessment
  5. 5. The aim of marketing is to know and understand the customer so well, the product or service fits them and sells itself. “ -PETER F. DRUCKER
  6. 6. DEFINE MARKET OPPORTUNTY Determine Product/Market Fit Identify Total Market Size Understand Unmet Market Needs Determine Current Purchasing Habits Identify Interest Level in a New Solution Gain ActionableInsights Make Smarter Decisions Discover Traits of Potential Buyers
  7. 7. TEST CONCEPTS Get Feedback Product Concepts Features Ad Concepts Logos Design Messaging A/B Test Competitive Comparison
  8. 8. Get New Ideas -Uncover opportunities to differentiate-
  9. 9. Traditional Market Research Time Consuming Expensive Limited Audience Slow Turn Around
  10. 10. The Power of Mobile
  11. 11. kpcb-us-and-global-internet-trends-2015-report/ 2.0BSmartphone Users Globally 150xConsumers check their mobile devices 150x/day 51%Of time spent on Internet accessed on Mobile
  12. 12. FASTER RESULTS MOBILE VS DESKTOP Mobile provides greater reach Mobile users are more easily accessible Mobile-optimized increases response rate In-app surveys decrease completion time Both are much faster than traditional survey methods of phone, in-person, or paper-based surveys.
  13. 13. Mobile Surveys combine principles of traditional research with scale, reach, and affordability of the smartphone-enabled economy.
  14. 14. MOBILE USERS Respond at their convenience More engaged Surveys are shorter Easy to use interface Enter responses directly Reduce interviewer misinterpretation More honest answers Quality Responses
  15. 15. Reaching the Right Audience
  16. 16. SELECT TARGET AUDIENCE Set Quotas To Determine Who You Want OpinionsFrom How Many Respondents How Often Do You Want Responses Male / Female Distribution Age Ranges Location
  17. 17. SCREENING QUESTIONThe most important factor in finding a relevant audience
  18. 18. Find A Group “Did you see the political debates? YOU CAN BE VERY SPECIFIC Find An Audience “Are you a mother with children aged 5-12?” Find An Opinion “Do you support gun control?” Find A Behavior “Are you a smoker?”
  19. 19. Designing Your Survey
  20. 20. Keep survey language simple and to the point Consider smaller screen sizes in question & answer design Images should be 1-2MB max Mobile users prefer tapping on one screen vs typing and long-form scrolling Be considerate of a mobile user’s time MOBILE PHONE SURVEY GUIDELINES
  21. 21. Answers should not cross-over 1-5 1-5 6-10 NOT 5-10 11-15 NOT 10-15 16-20 NOT 15-20 Add variety of question types to avoid users falling into a response pattern Keep number of questions to 15-20 to avoid “survey fatigue” MORE CONSIDERATIONS
  22. 22. Question Types Single Answer Multiple Answer Rating Open-Ended Matrix
  23. 23. SINGLE ANSWER Close-ended question; easy to analyze results Respondent chooses only one answer from 2 or more choices “Yes/No” is polarizing, but provides limited insights Don’t offer too many answer choices 5 option scale recommended Strongly Disagree Agree Strongly Agree NeutralDisagree
  24. 24. One user can select multiple answers Since an answer can be chosen multiple times, rank answers according to frequency, not “percentages” Be sure to randomize answers to avoid bias MULTIPLE ANSWER QUESTIONS
  25. 25. RATING SLIDER Scales can vary Get better responses with 1 - 5 Get more distribution with 1 - 100 80 3 2 50
  26. 26. Effective at capturing unknown issues, assessing feelings or uncovering attitudes Difficult to quantify/analyze Potential for off-topic answers – users can type anything. And they will! Mobile respondents typically provide less open-ended feedback Limit usage in a mobile survey OPEN-ENDED QUESTIONS
  27. 27. MATRIX QUESTIONS Great for comparing multiple items in one question Can apply Likert, Ranking, Bipolar or other types Scrolling can be an issue for mobile Limit number of topics and response options Strongly Disagree Agree Strongly Agree NeutralDisagree Staff was friendly Strongly Disagree Agree Strongly Agree NeutralDisagree Room was clean Strongly Disagree Agree Strongly Agree NeutralDisagree Check in was easy
  28. 28. Structuring the Survey Consider flow, question type, sequencing and writing style
  29. 29. GUIDELINES Engage Users Keep questions and answers short Randomize answers to reduce bias Start with general questions Single Answer get better response rates Multiple Answer can elicit preference info Open-Ended provides more insight Consider Survey Logic for more depth
  30. 30. SURVEY LOGICRoute respondents through a different survey experience based on their answers
  31. 31. QUESTION SKIP LOGIC Send respondents to a new question based upon their response 1) Do you use social media on your mobile phone? Yes No IF YES IS SELECTED THEN GO TO QUESTION 2 IF NO IS SELECTED THEN GO TO QUESTION 3 2) How often do you login? Several times a day Once a day 1-2x a week 2-3x a month 3) What brand of mobile phonedo you have? iOS Android Windows Other
  32. 32. PATH TO SUCCESS Start with goals, determine your audience, launch the survey, leverage insights
  33. 33. Plan Set goals for your survey, what you want to find out, from whom, and how often Design Design your survey questions and answers before you use an online tool Execute Establish audience selection criteria & reach them on mobile to get the best responses TIPS
  34. 34. OUR PROCESS IS SIMPLE Select Your Audience Design Your Survey Preview & Launch
  35. 35. 190,790,984 Mobile Consumers on the Pollfish Mobile Survey Network as of Feb 23, 2016 - and growing…
  36. 36. Thank You! Any questions? Reach me via @RayBeharry or
  37. 37. Credits Special thanks to all the people who made and released these awesome resources for free: Presentation template by SlidesCarnival Photographs by Unsplash