Best Practices in Mobile Data CollectionPresentation Transcript
Best Practices in Mobile Data Collection Manuel Zahariev, Chris Ferneyhough, Chris Ryan, Sonia Bishop October 2009
The Mobile Internet is Outpacing DesktopInternet Adoption
Respondents are already receiving online surveysthat are on their mobile devices• The mobile screening study sent to three Vision Critical national panels, August 2009 National Panel USA UK Canada Did you receive the invitation to this survey on your phone? YES 1.9% 1.2% 3.8%
Respondents are already completing online surveys that are received on mobile devices• But questionnaires that have not been adjusted for mobile devices are difficult to complete.
Respondents are already completing onlinesurveys that are received on mobile devices• But questionnaires that have not been adjusted for mobile devices may collect incorrect data.
Online content goes mobile
Online content goes mobile
Big idea• Mobile data collection should be optimized for the devices it is targeted to.• ...but how to do that?
Wide variety of smartphones • from GSMArena.com
Wide variety of smartphones by country National Panel USA UK Canada TOTAL included 94% 96% 92% Apple iPhone 2% 2% 13% BlackBerry (RIM) 5% 3% 31% LG 20% 6% 11% Motorola 25% 8% 12% Nokia 12% 36% 6% Samsung 20% 18% 14% Sony Ericsson 2% 18% 3% Other 7% 5% 2%
Different phones have different capabilities• Other-specify is usually implemented by survey vendors using client-side scripting – client-side scripting is disabled by default on a number of phones (e.g. Blackberry) – the data your survey collected may be wrong• Colors and fonts are implemented differently by different phones... or not implemented at all – a certain color or emphasis may render your some of your stimuli unreadable
Different respondents have differentconstraints• Many respondents are not familiar with the use of the web browser or the alphanumeric entry mode on their phone – Don t make assumptions about the ability of respondents to fill in questionnaires on their mobile phone• Many respondents are concerned about data costs – some have unlimited downloads phone plans – others have pay-as-you go plans• Many respondents have low data connection speeds – minimize the use of images and other media in your questionnaires
Methodology• All respondents are smartphone users.• All indicate a willingness to complete questionnaires on their smartphone – Canada | n=500 On Mobile Device – Canada | n=500 Using traditional (desktop/ laptop) Internet • Both samples were balanced on gender and age and results were weighted with the same weighting scheme (by gender and age). – US | n=118 On Mobile Device – UK | n=107 On Mobile Device • Incidence of smartphone users willing to complete questionnaire on smartphone was too low in US/ UK.
Traditional online experience vs. mobiledevice experience
Results• Chose a topical subject: the economy.• The data revealed remarkable similarities.• The single choice questions on the Canadian economy and personal finances were almost identical.• The multi-choice responses were also very similar with no statistically significant differences.
Current Economic Conditions Poor Good 48% CDN Online (n=500) 49% 46% CDN Mobile (n=500) 51% 80% US (n=118) 20% 80% UK (n=107) 20%Base: All respondentsM1. How would you rate the current economic conditions in ….today?
State of Personal Finances Poor Good 31% CDN Online (n=500) 68% 32% CDN Mobile (n=500) 67% 46% US (n=118) 54% 56% UK (n=107) 42%Base: All respondentsM2. How would you rate the state of your own personal finances today?
Measures Taken CDN Online CDN Mobile US UK (n=500) (n=500) (n=118) (n=107) Cut my spending 62% 60% 72% 70% Paid down debt 41% 41% 43% 21% Taken on another job 9% 8% 14% 9% Refinanced my mortgage 9% 8% 10% 5% Tapped into my retirement funds 8% 7% 10% 7% to help make ends meet Sold investments 7% 7% 9% 6% None of the above 23% 22% 13% 18%Base: All respondentsM3. Which of the following measures have you taken, if any, to deal with the current economic situation in your country?
Likelihood to Participate in Future Surveys More Likely CDN Mobile (n=500) 38% US (n=118) 66% UK (n=107) 53%Base: All respondentsM13. If I had the option of completing surveys via my phone, I would be …
Likelihood to Participate in Future Surveys More Likely BlackBerry (n=294) 34% iPhone (n=167) 47% Other (n=39) 23%Base: All respondentsM13. If I had the option of completing surveys via my phone, I would be …
Back-end mobile research best practices• Minimize the survey skin to maximize the screen size/ space• Profile your panel for Smartphones • Brand and model of device • Business or personal phone • Email address for Smartphone • Interest/willingness to do surveys via phone• Identify devices and models supported in your data collection software – Major brands are BlackBerry, iPhone, Nokia, Motorola, Samsung – But there are many more and many models• Manage deployment process – Process for occasions when email address for mobile surveys is different from main panel email address
Mobile questionnaire design best practices1. Design the questionnaire based on the question types supported (single choice, multi-choice, open ends)
Mobile questionnaire design best practices2. Design the questionnaire differently (shorter, more concise). Have less text in the questions and answer categories.
Mobile questionnaire design best practices3. Limit survey length to 15 questions (although in theory higher incentives can be used for longer surveys).4. Keep it simple: – use only single-choice, multi-choice and verbatim questions – use alternatives for other/specify – avoid the use of color – don t use grids – don t use images