Mobile Survey Data - Quality and Validation - uSamp

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Presented by Lisa Wilding-Brown, VP, Panel Operations, uSamp
& Robert Clancy, VP Insights and Strategy, uSamp
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Mobile Survey Data - Quality and Validation - uSamp

  1. 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  2. 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  3. 3. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Robert Clancy VP, Insights & Strategy Lisa Wilding-Brown VP, Global Panel and Sampling Operations Mobile Survey Data: Quality and Validation MRMW Conference July 17, 2013
  4. 4. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI What we’ll be talking about today 2 1. The Emergence of Mobile 2. Case Study: Mobile vs. Online Data Quality 3. Ensuring Mobile Data Quality
  5. 5. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Drive slow, be safe and… 3
  6. 6. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …stay connected 4
  7. 7. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 5 The creepy phone interviewer
  8. 8. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI The creepy mall interviewer 6
  9. 9. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 7 The New Dawn
  10. 10. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Different Modes, Same Challenge 8
  11. 11. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI A fragmented consumer makes connecting a challenge 9
  12. 12. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 10 Now, we’re connecting on a whole new level…
  13. 13. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …and, we can’t get enough 11 56% 14% 19% Within reach of my bed In another room In the bedroom Where is your phone when you sleep? 24% 45% 64% Percent of time during day phone is within arm’s length 100% of the time 70+% of the time 90+% of the time 30% 31% 24% 15% Within 5 minutes 2 hrs. + 30 mins. – 2 hrs. 6 – 30 minutes How quickly do you use your smart phone after waking? 65% 35% NO YES Use smart phone within 10-15 minutes before sleeping? Source: uSamp Mobile Study, June 2013
  14. 14. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 12 Quality of Mobile Responses
  15. 15. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Big Driver of Quality Data for Mobile 13 User Experience
  16. 16. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Surveys on Smartphones = A Great Experience 14 Easy 75% Interesting 59% Fun 50% In the moment Convenient Preferred Survey Mode 42%55% Source: uSamp Mobile Study, November 2012
  17. 17. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Mobile vs. Online Case Study: Response Rates 15 Mobile respondents responded well, despite a tougher task MOBILE ONLINE Initial response to invitation 9.0% 4.4% Completed screener 86% 92% Began main survey 92% 100% Completed survey 86% 99% Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
  18. 18. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Mobile: in-the-moment yields higher quality data 16 Mobile Online Confidence in recalling specific brands HIGHER LOWER Social desirability errors LESS MORE “Satisficing” LESS MORE Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
  19. 19. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Mobile: Rich data collection 17 Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013 AUDIO TYPED Open end word count 19.5 17.3 Percent 30 words or more 18.7% 15.3%
  20. 20. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 18 Ensuring Data Quality
  21. 21. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Learning from our past… there is no magic bullet 19
  22. 22. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Quality techniques in the mobile environment 20 Source Testing Registration Scoring Algorithmic Analysis Respondent on-boarding Recruitment User Modeling Red Herrings Geo-specific Tracking Geo-fencing Rich Media Capture Respondent Management
  23. 23. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Caucasian CEO of a fortune 500 company…. 2 1 21
  24. 24. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …suffering from alopecia… 22
  25. 25. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …and a super rare skin condition… 23
  26. 26. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …currently living in New York… 24
  27. 27. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …No! San Francisco… 25
  28. 28. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …who drives a cherry red Lincoln… 26
  29. 29. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …and owns a show dog… 27
  30. 30. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI …who won Best in Show at Westminster. 28
  31. 31. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI The Black Swan 29
  32. 32. On the horizon… 30 • Image recognition • Automated photo coding • Dial testing • Audio transcription • Behavioral monitoring
  33. 33. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI Robert Clancy VP, Insights & Strategy Lisa Wilding-Brown VP, Global Panel and Sampling Operations
  34. 34. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  35. 35. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry

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