Lori Reiser - Festival of NewMR 2014 - Mobile Surveys By Design: How the words we choose have more impact than the technology we employ

1. The
Fes'val
of
NewMR
2014
would
not
be
possible
without
our
sponsors.
Thanks
to:
Our
Pla'num
Sponsor
for
2014
Silver
Sponsors
Session
Sponsors
Media
Partner
Fes'val
Supporters
• Schlesinger
Associates
• GMI
• krea
The
Fes'val
of
2014

2. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Mobile
Surveys
By
Design:
How
the
words
we
choose
have
more
impact
than
the
technology
we
employ
2014
Pla9num
Sponsor
Lori
Reiser
Principal
Consultant,
Advanis
Canada

3. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
All
research
is
mobile
(a.k.a.
small
screen)
(even
if
you
didn’t
intend
it
that
way)
21%
36%
Apr'13 Sep '14n = ~10,000 / month
Source:
Email
to
web
customer
experience
tracker
conducted
by
Advanis

4. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Small
screen
is
instant
and
preferred
72%
of
North
American
panelists
said
that
their
mobile
phone
was
their
most
“useful
device”
on
a
daily
basis,
outranking
computer
or
tablets.
Source:
Online
Panel
Internal
Research
conducted
by
Advanis

5. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Screen
size
choice
is
dictated
by
age
(mobile
is
not
enough)
Source:
Mobile
customer
experience
pilot
conducted
by
Advanis

6. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
People
are
used
to
giving
an
opinion

7. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Like
MR,
Journalists
have
had
to
learn
to
“speak
mobile”
In
2010,
the
Financial
Times
had
no
mobile
audience.
Four
years
later,
more
than
60%
of
FT
readers
access
its
content
via
mobile
devices.
Source:
hRp://www.inma.org/blogs/ahead-­‐of-­‐the-­‐curve/post.cfm/5-­‐9ps-­‐for-­‐news-­‐wri9ng-­‐with-­‐mobile-­‐eyes-­‐in-­‐mind
Today
in
France,
smartphones
account
for
more
than
40%
of
Le
Monde’s
readers
78%
of
US
consumers
(survey
by
AP)
say
they
used
their
smartphones
to
get
news
during
the
past
week.

8. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Journalist
'ps
for
“speaking
mobile”
• Cut
ruthlessly
–
but
stay
instantly
understandable
• Put
your
readers
first
– Speak
to
them,
not
at
them
• Use
their
language,
not
yours
• Where
possible,
put
lists
in
a
logical
order
• People
are
used
to
interac9ng
with
their
smartphones.
Give
them
a
similar
experience
on
your
survey.
– They
“touch”
Facebook
and
TwiRer.
They
can
comment,
like,
or
share
easily.
• People
are
easily
distracted
on
smartphones.
– Load
quickly,
get
to
the
point,
be
engaging.
hRp://www.imediaconnec9on.com/content/26564.asp
hRp://www.davidleeking.com/2014/01/21/wri9ng-­‐for-­‐the-­‐mobile-­‐web

9. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Thinking
about
the
last
9me
you
visited
The
Grill,
how
sa9sfied
were
you
with
the
overall
quality
of
the
food
you
ordered?
Were
you…
At
your
last
visit,
how
sa9sfied
were
you
with
the
quality
of
your
food?
The
Grill
is
conduc9ng
research
with
its
customers
about
recent
experiences
in
our
restaurants.
Please
tell
us
about
your
recent
visit
to
The
Grill
restaurant.
Cut
ruthlessly…but
be
understood

10. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Can
I
trust
my
internal
usage
data?
Ask
a
few
tester
ques9ons
Good
Match
Main
survey
Poor
match
Usage
ques9ons
Main
survey

11. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Above
all
else,
“speak
to
a
person”
Person
Respondent
Par9cipant
Consumer
Client
User
Read
more:
hRp://business.9me.com/
2012/04/18/should-­‐we-­‐stop-­‐referring-­‐to-­‐people-­‐
as-­‐consumers/

12. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
In
their
words
“If
you’re
trying
to
persuade
people
to
do
something,
or
buy
something,
it
seems
to
me
you
should
use
their
language,
the
language
they
use
every
day,
the
language
in
which
they
think.”
-­‐
David
Olgilvy
Source:
Exploring
Marke9ng
Research
By
William
Zikmund,
Barry
Babin
(p.
359)

13. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Do
I
sound
like
you?
ü Use
contrac9ons
ü Shorter
sentences
ü End
with
a
preposi9on
ü Use
common
words
ü Use
the
ac9ve
voice
ü Read
your
survey
aloud
ü We’d
like
to
know
how
we
can
improve.
ü Where
do
you
live?
ü Please
tell
us
all
the
companies
that
you
can
think
of.
ü If
you
were
shopping
around
for
a
new
business
suit,
which
of
these
stores
would
you
visit?
Source:
hRp://www.printwand.com/blog/15-­‐9ps-­‐for-­‐wri9ng-­‐in-­‐a-­‐conversa9onal-­‐tone

14. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Check
your
buzzwords

15. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Technology
can
be
a
dissa'sfier
if
you
don’t
invest
&
test

16. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Give
an
“app”
experience,
even
on
desktop
• It’s
no
longer
acceptable
to
use
tools
that
were
transplanted
from
paper
surveys
to
desktop
and
are
creeping
into
mobile.
– Radio
buRons
– Number
anchored
scales
– Outdated
instruc9ons
• Take
advantage
of
mobile
tools,
even
if
you
have
to
offer
an
alterna9ve
format
to
desktop
users

17. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
THANK
YOU
2014
Pla9num
Sponsor
Lori
Reiser
Principal
Consultant,
Advanis
Canada

18. The
Fes'val
of
NewMR
2014
would
not
be
possible
without
our
sponsors.
Thanks
to:
Our
Pla'num
Sponsor
for
2014
Silver
Sponsors
Session
Sponsors
Media
Partner
Fes'val
Supporters
• Schlesinger
Associates
• GMI
• krea
The
Fes'val
of
2014

19. Lori Reiser, Advanis, Canada
Festival of NewMR, December 2014
Watch a demo of Advanis mobile surveys at
advanis.net/mobilesurvey
@AdvanisInsights / @LoriReiser
LReiser@advanis.net
87% of participants to a recent consumer panel survey
say that our mobile surveys are better than others they
take