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The survey is not supported by your device driving best practices in device-agnostic brand tracking - added value

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  • 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  • 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 4. The Survey is not supported by your device: Driving best practices in device-agnostic brand tracking Zoë Dowling, Ph.D. & Wai Jean Loh, Added Value MRMW Conference, Chicago, May 2014
  • 5. 1MRMW Chicago, May 2014 @zoedowling Ready or not, multi-mode surveys are here 5% 20% 40%
  • 6. 2MRMW Chicago, May 2014 @zoedowling New screens on the block…
  • 7. 3MRMW Chicago, May 2014 @zoedowling Device Agnostic
  • 8. Building Best Practices
  • 9. Mobile Research is not ‘lift and shift’. But don’t throw the baby out with the bathwater. General Mills
  • 10. 6MRMW Chicago, May 2014 @zoedowling + R&D rethinking 20+ minute tracking studies CELL 1  PC only  Traditional Panel  n=600  12 minute q’re CELL 2  Mobile Only  Split Panel & Dynamic Sourcing  n=600  6 minute q’re CELL 3  PC/Tablet  Split Panel & Dynamic Sourcing  n=600  6 minute q’re Client mobile studies + Kantar research on sample sources and questionnaire design
  • 11. Sample
  • 12. Sample design was haunting me. Who are we leaving out? Who are we ignoring? Which consumers and which voices are we amplifying that maybe we shouldn’t be? Jim Kohl | Director, Consumer Insights Career Education Corporation
  • 13. 9MRMW Chicago, May 2014 @zoedowling Younger and more diverse, amplified with mobileYounger and more diverse MOBILE PC TRADITIONALPANEL DYNAMICSOURCING
  • 14. 10MRMW Chicago, May 2014 @zoedowling Differences beyond demographics Brand A Brand A MOBILE PC TRADITIONALPANEL DYNAMICSOURCING
  • 15. 11MRMW Chicago, May 2014 @zoedowling Sample composition as opposed to survey mode
  • 16. 12MRMW Chicago, May 2014 @zoedowling Be Device Agnostic Know thy sample Embed Sample Best Practices
  • 17. Questionnaire Design
  • 18. Design is holistic. Respondents don’t care that one person wrote the questions, but another programmed the instrument, and a third designed the interface. Mick Couper Designing Effective Web Surveys
  • 19. 15MRMW Chicago, May 2014 @zoedowling Usability and UX: fundamental for the small screen Lack of context Increased cognitive load ‘Fat finger’ syndromeNeeds to be easy to read and scan
  • 20. 16MRMW Chicago, May 2014 @zoedowling Shortening the questionnaire: an exercise in ‘letting go’ Advanced analytics Experimental design ‘Human Element’Qualitative deep dive
  • 21. 17MRMW Chicago, May 2014 @zoedowling While keeping essentials
  • 22. 18MRMW Chicago, May 2014 @zoedowling Optimize across modes
  • 23. 19MRMW Chicago, May 2014 @zoedowling Questionnaire Design Best Practices Usability and UX is fundamental Reduce, while keeping the essence Optimize for all screens
  • 24. Data Integration
  • 25. 21MRMW Chicago, May 2014 @zoedowling
  • 26. We started with mobile
  • 27. 23MRMW Chicago, May 2014 @zoedowling But it isn’t just about mobile It’s the framework New smarter way of tracking Providing greater ROI
  • 28. Thank you @zoedowling & Wai Jean Loh @AddedValueUS
  • 29. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  • 30. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  • 31. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by