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Designing research for mobile - monolithic to modular

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Market research and surveys should be designed in a mobile-first approach. This presentation outlines our monolithic-to-modular process to redesign global tracking research.

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Designing research for mobile - monolithic to modular

  1. 1. Designing research for mobile monolithic to modular Christoph Dölitzsch Insights Innovation Lead
  2. 2. The vicious cycle of tracking research A brand tracking scenario “We need to track our brand performance.” “Let’s not continue this!” “Collect more insights to make it worth it!” Add more questions, Make longer surveys “Ouch, this is expensive!” Raise incentives, do more analysis
  3. 3. caspian. The Vicious Circle of Tracking Research The example of Brand Tracking “We need to track our brand performance.” “Let’s not continue this!” A: Cancelled. B: Decreased frequency. C: Rescue the tracker. The vicious cycle of tracking research A brand tracking scenario
  4. 4. Option C: rescue the tracker A case study Our Inbox: Hey Dalia, you do “global” - “mobile” - “automation”
  5. 5. Ubiquitous and dominant channel: Smartphone penetration has reached the threshold required for representative research. People who have desktop PCs also have a smartphone, but smartphone users may not have PCs Globally consistent research design: In order to compare results from different countries, the research setup should be comparable everywhere. Using consistent digital channels in all countries allows for meaningful multi-country research. Mobile first, not smartphone only: Running research on smartphones or tablets increases the potential audience in almost every country. Designing mobile UX/UI includes desktop interfaces and is device-agnostic. Designing research for mobile Why?
  6. 6. Designing a mobile-first respondent experience Visual Demo vs.
  7. 7. Designing research for mobile: only reach people via smartphone making surveys accessible for everyone Research design Survey design
  8. 8. More countries Higher frequency Increased relevance 1 2 3 Option C: rescue the tracker A typical client project It goes like this →
  9. 9. Assess the existing tracker Step 1 questions slides reporting weeks of “delivery pending” 60+ 90+ 4
  10. 10. What mattress size do you expect to buy next? Challenge every question A case of questionable value for quarterly tracking
  11. 11. KPI 1 KPI 2 KPI 3 mattress size “What are the slides people are keen to check?” A guiding question to clarify core KPIs to track
  12. 12. Prioritize around strategic KPIs Core KPIs of this client Relevance of the category among wider audience Being considered as “go-to-provider” for the category among purchase intenders Being perceived as innovative among opinion leaders Building a lean “Core KPI Tracker”
  13. 13. Short survey < 20 questions Easy question types lists, scales, open ended, ... Simple language no industry jargon High conversion rate > 80% Designing mobile-ready research Step 2
  14. 14. Roll out the survey module Higher efficiency → increased frequency Surveys that... > match pace of business > reach more countries > have comparable data with consistent methodology
  15. 15. Roll out more modules Step 3 Enrich with more modules: > in-depth consumer trends > narrow ad-tracking > re-align consumer segments
  16. 16. caspian. The Vicious Circle of Tracking Research The example of Brand Tracking “We need to track our brand performance.” “Let’s not continue this!” A: Cancelled. B: Decrease frequency. C: Rescue the tracker. The vicious cycle of tracking research A saved brand tracking scenario D: Redesign research.
  17. 17. Mobile research challenges and opportunities Yes, designing research for mobile is challenging slightly different. But, quant research must become mobile-first. This is the opportunity to redesign research & break the vicious cycle.
  18. 18. Mobile first for consistency Radical focus on strategic KPIs Modularise global tracking Key takeaways
  19. 19. Thank you. Christoph Dölitzsch Product Manager Research Tech christoph.doelitzsch@daliaresearch.com daliaresearch.com kreuzberg, berlin, germany
  20. 20. What is your mattress question?

Market research and surveys should be designed in a mobile-first approach. This presentation outlines our monolithic-to-modular process to redesign global tracking research.

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