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Future-proof mobile research: successful survey and panel strategies for the mobile revolution
 

Future-proof mobile research: successful survey and panel strategies for the mobile revolution

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Future-proof mobile research: successful survey and panel strategies for the mobile revolution...

Future-proof mobile research: successful survey and panel strategies for the mobile revolution

Leslie Townsend - Chief Executive Officer – Kinesis

Revealing the current state of mobile research participation. Discuss the implications of mobile research adoption: what are the advantages and limitations? Identify best practices that enable successful implementation of both mobile (and mixed mode) surveys and panels.

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    Future-proof mobile research: successful survey and panel strategies for the mobile revolution Future-proof mobile research: successful survey and panel strategies for the mobile revolution Presentation Transcript

    • Merlien Institute – Market Research in the Mobile World 2011 Future-Proof Mobile Research Successful survey and panel strategies for the mobile revolution Leslie Townsend President & Co-Founder Kinesis Survey Technologies
    • Market Research in the Mobile World 2011 Q: Will we recognize the market research industry in 5 years? The Mobile Expansion A: Yes. And no. YES • Existing methodologies will continue to be utilized (modifications will be necessary) • Both robust researcher solutions and DIY solutions will continue to have their place • Social media and app growth is levelling off NO • Respondent experience will be MORE important than data collection method • Mobile research will be equally prominent (if not more prominent) than PC research • Traditional panels will continue to decline • Feature phones will be nearly obsolete © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011 The Mobile World: where are we right now? The Mobile Expansion • 77% of the world population are mobile subscribers • 50% of Americans will own a smartphone by year’s end • M-commerce continues to grow • You can no longer control the device chosen for accessing the web and email • Mobile technology is moving quickly - it is challenging for solution development to keep pace • The industry has yet to establish recognized best practices for mobile research • Non-response bias, due to the lack of mobile device support, is a growing problem © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011 Consumers LOVE their mobile devices. Types of Mobile Devices Used by Research Respondents Feature Phone 30.40% Smartphone 84.09% Mobile Activities Performed By Research Netbook 20.43% Respondents 90.00% iPad/other tablet 12.59% 80.00% 70.00% 60.00% Phone Calls 50.00% Texts 40.00% 30.00% Web Access 20.00% Apps 10.00% 0.00% Feature Phones Smartphones Source: Kinesis/StartSampling, data collected Apr 2011 © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011 Therefore the market research industry should love mobile devices too. • “Anytime, anywhere” data collection has the power to move research to the point of sale/consumption: MORE IMMEDIATE and MORE RELIABLE data • Mobile web access will surpass PC web access in 2013, and the number of mobile-only web users is growing • Younger demographics are difficult to recruit to traditional online panels, more receptive to mobile • Many more options for recruitment and survey invitation delivery/reminders are available • There is potentially higher engagement on the mobile device because of 24/7 interaction © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011 70.0% Product Research Conducted By Consumers on Smartphones 60.0% 57.2% 50.0% 43.5% 40.1% 40.0% 38.5% 38.7% 34.0% 30.0% 24.9% 25.7% 22.1% 19.0% 19.7% 20.0% 18.3% 14.7% 12.8% 13.5% 12.6% 11.6% 11.4% 10.0% 8.8% 6.7% 5.9% 6.2% 5.7% 3.8% 4.5% 0.0% Compare Products/Prices Read Product Reviews Get Input from Social Media Locate Retailer/Get Purchase Product Directions Within the Past Week Within the Past Month Within Past 6 Months Six Months or Longer Never Source: Kinesis/StartSampling, data collected Apr 2011 © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011Several emerging mobile technologies are very well-suited for market research. • QR Codes/Short Codes: Launch mobile surveys and recruit new panelists anytime and from anywhere • Geo-location: Trigger survey invitations/ reminders automatically based on the respondent’s location • Speech to Text: Quickly and easily capture qualitative, experiential feedback in real- time • Custom Research Apps: All research functionality incorporated into one solution; great for long-term panels and diary research © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011Mobile adoption dictates that research methodologies must evolve. Survey Strategies • Design surveys with fewer questions per respondent, presented randomly, to support mobile interaction • Choose invitation method based on sample (email, SMS, geolocation, etc.) • Include more pass-through data fields • Keep validation (error messaging) to a minimum • Avoid unnecessary images and branding • Avoid extensive use of open ends Survey Design Comparison PC Surveys Mobile Surveys Average # of Data Points 312.4 17.2 Average # of open Ends 25.4 2.4 Average Completion Time 9.4 minutes 5.0 minutes Source: Kinesis, data collected Jul-Dec 2010 © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011Mobile adoption dictates that research methodologies must evolve. Panel Strategies • Expand recruitment channels to optimally target mobile users (mobile websites, social media, QR code/short code linkage) • Authenticate participants as the mobile panel is built (rather than during the survey process) • Offer a mobile version of MROC websites - panelists will come to expect this • Carefully plan and schedule panelist communications - do not over send © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011Best practices for mobile research implementation. • Do not try to render the same participant experience for every respondent (although uniform delivery is the goal, differing mobile Mobile Device Type Used to Take Surveys device capabilities will prevent total standardization in the near term) Other Apple iOS • Regularly monitor the mobile device types used (Windows 22% by your respondents to gain better insight as to Mobile, Palm, Feature the technical capabilities/limitations of your Phones) research delivery 39% Android 27% • Multimode (PC/mobile) surveys and MROC Blackberry Symbian websites should be implemented whenever 4% 8% possible to reach a broader sample and offer the greatest device flexibility to participants Source: Kinesis, data collected Jul-Dec 2010 © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011Industry To-Do List: • Get mobile experience now! All researchers must make a plan to begin building mobile and multimode research expertise • Launch a PR campaign to remind brands that market research is critical for honing mobile marketing strategies – it’s a new frontier for ad spending • Provide a more integrated experience throughout all components of the value chain – from ad exposure to shopping/decision making to usage/consumption • Develop all projects based on the respondents’ perspective: create a seamless end-to-end participation experience (recruitment, registration/profiling, invitation system, survey participation, incentive management, etc.) for both mobile and PC interaction • Expand recruitment practices to obtain a larger sample - recruit from traditional websites, mobile sites, social media, and general intercept © Kinesis Survey Technologies, 2011
    • Market Research in the Mobile World 2011 THANK YOU! Questions? Leslie Townsend, Kinesis President Phone: +1 512.372.8218 Email: ltownsend@kinesissurvey.com Web: www.kinesissurvey.com Market Research in the Mobile World | © Kinesis Survey Technologies, 2011
    • Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter