Mobile Best Practices
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Mobile Best Practices






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Mobile Best Practices Mobile Best Practices Presentation Transcript

  • Mobile Webinar – Best Practices in Mobile ResearchFebruary 29, 2012
  • Mobile Research Series Part 1 Best Practices in Mobile Research Part 2 ROR on Mobile Research Part 3 Mobile Research How to
  • By 2015, 62% of mobile phoneswill be “SMART”Mobile  traffic  has  nearly   tripled  since  ‘08    Over  15%  of  Google  searches  are  via  mobile    Explosion  of  growth  in  tablet  computers  
  • Mobile    web  
  • Dual Mode Communities 5
  • It’s a jungle out there...   •  Many  operaCng  systems  6,500     •  Unique  browser  applicaCons  web-­‐enabled  devices   •  Different  input  modaliCes   •  Screen  size/resoluCon   •  Lack  of  Adobe  Flash/Javascript      
  • Supported DevicesANDROID  
  • Supported Early Q2
  • Mobile Web – Device Detection•  Sniffer to automatically identify supported devices•  Brower stats collected•  Identify which device they used•  Use in conditional logic•  Use for reporting
  • Mobile Web – the Good•  Members don’t have to download anything•  Provides ability for dual mode data collection –  desktop and/or mobile•  Flexibility•  Broader representation of target market•  Single survey creationLimitations•  No photo/video upload•  No location based push of surveys
  • Why should you use Mobile? 1.  BETTER EXPERIENCE •  We know some panelists complete via mobile despite the bad experience, now they will have a good mobile experience 2.  INCREASE RESPONSE RATES •  Encourage the more elusive segments to participate: travelers, younger demo, tech savvy 3.  IN SITUATION RESEARCH •  Get them where they are, while they are experiencing the situation/event 11
  • Author Once.. Deploy Everywhere… 12
  • Best practices for mobile…Profile  for  smartphone  ownership/usage           Communicate  flexibility  and  choice         Maximize  screen  space         Design  surveys  from  the  ground  up  with  mobile  in  mind     Be  Aware  of  supported  ques@on  types               Be  mindful  of  survey  length               QA  for  both  mobile  and  desktop     13
  • Profile for Mobile Leverage the Mobile Usage Survey Template Understand………. 1.  How many of your members have smartphones 2.  How they use their phone 3.  Their willingness to take mobile surveys 14
  • Communicate Mobile OptionCommunicate the ability to doMobile SurveysLet them know they haveflexibility in how they respond1.  Portal content2.  Newsletters3.  Email invites4.  Email subject lines 15
  • Maximize Screen Space REAL ESTATE AT A PREMIUM 1.  Clients will have a blank mobile skin 2.  Option to have custom mobile skin created 16
  • Study Design Three options 1.  Desktop and mobile 2.  Mobile only 3.  Desktop only •  Dual mode will become the default •  Mobile only and Desktop only require a reason for forcing a single mode 17
  • Select Mode 18
  • Question Design •  Screen space is at a premium •  Be concise
  • Question Types All of your favorite question types – redesigned from the ground up
  • Single Choice 21
  • Multi-choice 22
  • Numeric (open end and sliders) 23
  • Date 24
  • Single Choice Grids:grids, card sorts and sliders 25
  • Multi Choice Grids 26
  • Allocation (Grids and Sliders) 27
  • Everything else•  Open Ends•  Text Instructions•  Quotas•  Redirects•  Conditional logicBE SURE TO …….•  Rethink image use•  Both the size of the image and frequency of using images 28
  • Survey Length Mobile takes longer •  50% longer •  While convenience is appreciated, members have only so much tolerance for survey length •  Over time, with the learnability of mobile surveys, the time to complete may be closer to the desktop version (Future ROR) 29
  • QA Via a Mobile Simulator*  QA  can  take  longer  if  you  need  to  QA  both  the  desktop  and  the  mobile  version.   30
  • Mobile Simulator and Browsers•  Admin users must have a more recent version of a web browser that supports HTML5.•  The following browser versions (and above) support HTML5: – Internet Explorer 9 – Firefox 4 – Chrome 10 – Safari 4 – Opera 11.5 31
  • Mobile Research Series – Part 2 Research on Mobile Research Wednesday March 28th 11am PST Andrew Grenville, CRO
  • QUESTIONSMonique Morden EVP, Products