Comparing Mobile-Only and Online Insights

1. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe8
Dub
(UK)
Amone
Redelinghuys
Columinate
(SA)
22nd
September
2015
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard

2. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
More
Connected
Consumers
Than
Ever
Before
Online
researchers
should
embrace
mobile
devices
by
adopCng
a
device-­‐agnosCc
approach
to
online
research
30%
take
part
in
online
research
using
mobile
devices
90%
access
the
internet
via
mobile
devices

3. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
The
ParLcipant
Experience
is
Key
The
Responsibility
Of
Researchers
1. ParLcipaLon
2. Choice
–
what,
when,
where
3. Capture
quality
data
and
insight
4. Deliver
a
good
experience
This
can
be
done
by
adopLng
a
responsive,
device
agnosLc
design
when
designing
research
projects

4. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
A
Closer
Look
At
Responsive
Research
Design
“Responsive
design
is
not
about
‘designing
for
mobile’.
But
it’s
not
about
‘designing
for
the
desktop’,
either.
Rather,
it’s
about
adop<ng
a
more
flexible,
device-­‐agnos<c
approach
to
designing
for
the
web”

5. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Usage
Habits
Vary
From
Device
To
Device
What
works
well
on
a
desktop
computer
may
be
difficult
or
even
impossible
to
access
on
a
mobile
device
and
vice
versa
Researchers
must
understand
the
impact
that
the
devices
used
by
parCcipants
have
on
data
quality
and
style

6. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
More
Research
Is
Needed
To
Compare
Usage
Habits
ObjecCve
to
explore
how
consumers
behave
online
in
order
to
understand
the
implicaCons
for
mobile
market
research.
1. To
compare
the
responses
of
parCcipants
in
an
online
insight
community,
who
took
part
in
the
discussions
using
only
mobile
devices
(smartphones/tablets),
or
only
desktop/laptop
computers
or
a
combinaCon
of
both;
2. To
determine
whether
mobile
devices
or
desktop/laptop
computers
allow
for
more
granular
responses
from
parCcipants,
resulCng
in
richer
insights
for
market
researchers.

7. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
FINDINGS
The
Difference
In
Dropout
Rates
*Completed
less
than
50%
of
the
ac<vi<es
Mobile
Desktop/Laptop
Both
Overall
Invited
66
69
68
203
Signed
up
58%
(38)
65%
(58)
68%
(46)
64%
(129)
Abandoned*
18%
(7)
22%
(10)
17%
(8)
19%
(25)
AcLve
members
82%
(31)
77%
(35)
83%
(38)
81%
(104)
Slightly
more
respondents
from
the
group
using
a
combinaCon
of
both
mobile
devices
and
computers
signed
up
to
the
community
but
the
difference
was
not
significant.
Dropout
rates
for
this
community
were
basically
the
same
for
all
three
groups

8. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
ParLcipaLon
Levels
Mobile
Desktop/Laptop
Both
Overall
Total
number
of
responses
242
313
299
854
Average
number
of
responses
p.p.
7.8
8.9
7.8
8.2
Total
number
of
mulLmedia
uploads
60
63
59
182
Average
number
of
mulLmedia
p.p.
1.9
1.8
1.5
1.7
There
are
no
staCsCcally
significant
differences
between
the
three
groups
However,
the
average
number
of
responses
per
person
is
slightly
higher
for
the
desktop/laptop-­‐
only
group,
while
the
number
of
mulCmedia
uploads
made
by
respondents
in
the
mobile-­‐only
group
was
higher.

9. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Word
Counts
Mobile
Desktop/Laptop
Both
Overall
Total
number
of
words
10,436
13,975
13,947
38,358
Average
number
of
words
p.p.
336.6
399.3
367.0
368.8
Although
the
total
number
of
words
used
by
respondents
in
the
mobile-­‐only
group
is
slightly
less
than
the
other
groups,
the
difference
is
not
staCsCcally
significant.
However,
it
is
worthy
to
note
that
the
average
word
count
per
person
using
a
mobile
device
is
lower
than
the
other
groups
and
below
the
overall
average.

10. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Response
Quality
Mobile
Desktop/Laptop
Both
Overall
1
=
bad
29%
(9)
29%
(10)
21%
(8)
26%
(27)
2
=
average
29%
(9)
37%
(13)
37%
(14)
35%
(36)
3
=
good
42%
(13)
34%
(12)
42%
(16)
39%
(41)
Both
the
mobile-­‐only
group
and
the
group
using
mobile
devices
and
computers
had
the
highest
percentage
of
good
responses,
but
the
difference
is
not
staCsCcally
significant.
The
group
using
both
mobile
devices
and
computers
outperformed
the
other
groups,
as
this
group
had
the
most
good
responses
and
the
fewest
bad
responses.

11. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
The
Report-­‐worthy
VerbaCm
Score
(RWVS)
is
a
score
a,ributed
to
a
verbaCm
quote
from
a
respondent
in
the
community
that
can
be
included
in
the
final
research
report
to
highlight
an
emerging
theme.
This
score
was
given
to
all
the
verbaCm
comments
that
captured
the
essence
of
the
insights
and
could
be
included
in
the
final
report,
without
too
much
ediCng
or
rephrasing.
Report-­‐worthy
VerbaLm
Comments
Mobile
Desktop/Laptop
Both
Overall
RWVS
17
16
25
58
The
RWVS
was
highest
for
the
group
using
both
mobile
devices
and
desktop/laptop
computers,
however,
the
difference
is
not
staCsCcally
significant.

12. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
What
Did
We
Find?
It
was
discovered
that,
for
the
most
part,
there
is
parity
in
the
results.
With
regard
to
differences
in
the
dropout
rates,
the
levels
of
parCcipaCon
and
the
number
of
words
used
throughout
the
community,
there
were
no
major
differences
between
mobile-­‐only
users
and
desktop/laptop
only
users
Mobile-­‐only
users…
…
did
not
express
their
opinions
in
a
very
detailed
manner
…
used
fewer
words
than
the
other
groups
…
more
inclined
to
express
themselves
with
visual
images
Mobile
users
are
much
less
detailed

13. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Conclusion
By
adopCng
this
device-­‐agnosCc
responsive
design,
online
market
researchers
can
gain
be,er
insight
because
they
will
be
able
to
talk
to
consumers
when
they
want
to
talk,
involving
them
in
a
way
they
want
to
take
part,
using
the
devices
that
they
want
to
use.

14. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Tips
on
How
To
Be
Device-­‐AgnosLc
1. Select the right technology – fit for purpose
2. Use activity types that are easy to complete on mobile
3. Test activities on all devices and multiple browsers
4. Reinforce options with participants
5. Encourage multi-device use
6. Feedback, improve, feedback, improve – constant improvement
7. Support, support, support
8. Be more human!

15. Comparing
Mobile-­‐only
and
Online
Insight
Stephen
Cribbe,
&
Amone
Redelinghuys,
September
2015
Q
&
A
Ray
Poynter
The
Future
Place
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard
Stephen
Cribbe,
Dub
Amone
Redelinghuys
Columinate
Lenny
Murphy
Greenbook