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Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
Unlocking Mobile, Respondent First - Google
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Unlocking Mobile, Respondent First - Google

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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. UNLOCKING MOBILE, RESPONDENT FIRST Jon Sadow jsadow@google.com Product Manager Google Consumer Surveys Why working together as an industry to prioritize the respondent is the key to success for mobile research. May 2014
  5. 2014: THE YEAR OF MOBILE1999:2007:2013:1973: THE AGE OF MOBILE
  6. MOBILE IS NOT A TREND, IT’S A REALITY.
  7. So, how are researchers leveraging mobile?
  8. SOURCE: GRIT Report, 2014. For the most part, they aren’t. Only 27% of researchers used mobile at all in 2013. A growth of just 4%!
  9. MEANWHILE, IN 2014, MOBILE DIGITAL AD SPEND WILL GROW 55%. DESKTOP WILL GROW <1%. SOURCE: eMarketer 2013.
  10. Okay, well what about the researchers that are going mobile?
  11. Many keep using the same long surveys...
  12. ...and panelists...
  13. ...but on mobile screens.
  14. SOURCE: EXPERIAN, MAY 2013. Smartphone users’ daily freetime: 26 MINUTES.
  15. Other researchers reserve mobile for one-off “mobile optimized” projects.
  16. WHAT IS MOBILE OPTIMIZED RESEARCH? ○ Shorter surveys ○ Special device formatting ○ Easier questions (i.e. no grids) ○ Use of rich media
  17. But to most researchers, “mobile optimized” sounds like: EXTRA WORK LESS DATA OMG !! NO GRIDS?? The result? Researchers are reluctant to go mobile.
  18. ○ context & location ○ video & audio ○ diaries ○ ethnography Mobile presents a tremendous opportunity. ○ global reach ○ respondent scale ○ lower cost ○ faster turnaround
  19. SO, HOW CAN THE INDUSTRY AVOID FALLING BEHIND?
  20. COLLABORATION CLIENTS + SUPPLIERS + PLATFORMS
  21. Adopt a respondent first research strategy, today. Researchers:1. Clients
  22. FROM MOBILE OPTIMIZED TO RESPONDENT OPTIMIZED
  23. WHAT IS RESPONDENT OPTIMIZED RESEARCH? ○ Same principles as mobile friendly ○ Single, cross-platform survey design ○ More frequent, nimble projects ○ Better value exchange with respondents ○ Leverage behavioral & inferred data
  24. Develop & educate clients about practices like modularization, stitching, data fusion and batched longitudinal studies. Researchers:2. Suppliers
  25. Build technology to support respondent optimized research and unlock mobile’s potential. Researchers:3. Platforms
  26. 1B+ ANDROID DEVICES IN 2014
  27. MORE THAN 500K DOWNLOADS OF GOOGLE OPINION REWARDS IN 4 COUNTRIES
  28. 2014 40 COUNTRIES 40 LANGUAGES 1 PLATFORM
  29. RESEARCHERS CAN LEVERAGE MOBILE TO HELP LEAD THEIR ORGANIZATIONS
  30. BUT THEY MUST START TODAY.
  31. Thank you! Jon Sadow jsadow@google.com Product Manager, Google Consumer Surveys
  32. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  33. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  34. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

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