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The Move to Mobile First


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Respondents, particularly younger generations, want to take surveys on their mobile devices, but the reality is that most surveys are either too difficult to take on a mobile device or unpleasant. It’s time to rethink design and test out changes to meet consumers on their choice of device.

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The Move to Mobile First

  1. 1. The Move to Mobile First March 2017
  2. 2. Lightspeed consumer panels 2016
  3. 3. In 2016, More Than Half of Lightspeed’s U.S. Panelists Registered on a Tablet or Mobile Device Over a PC
  4. 4. Mobile Responders Drop-Out More Than Desktop In 2016, Lightspeed smartphone and tablet responders dropped-out of surveys nearly twice as much as PC/Laptop responders 0% 5% 10% 15% 20% 25% 30% PC / Laptop Lg / Med Tablets Small Tablet Smartphone Incomplete Rate by Device
  5. 5. Background This Isn’t Just Our Observation… ARF Optimizing Mobile Research 2017 ARF: Optimizing Mobile Research - 2017 Experiment: Speaking the Consumer’s Language 65% 72% Smartphone Desktop More consumers are starting surveys on smartphones than ever before… …but fewer consumers finish the survey they started on the smartphone
  6. 6. Mobile Device Usage Is Now Majority
  7. 7. And This is Impacting The Quality of Your Research…
  8. 8. Enjoyment Scale ‘Global’ response to ‘overall satisfaction’ questions from the Lightspeed panel 38 38.5 39 39.5 40 40.5 41 41.5 42 Survey Satisfaction Levels by Device PC Phone Tablet
  9. 9. Adapting Surveys to Work Optimally on Mobile Meet them on their device Questions designed by experts Extensive research on question templates QuestionArts Intelligent Components + =
  10. 10. QuestionArts Intelligent Components Research on Research Jon Puleston January 2017
  11. 11. • Fully adaptive: Respondents can answer the survey in portrait or landscape mode depending their preference • Built in intelligent layout rules: To optimize the layout on each device • New features that fully exploit touch screen device capabilities: • New click select ranking • More control over range labelling and image display options • A wider range of selection options • Collapse animation features and animated question reveal effects • Question grouping and nesting • More advanced flag drag and drop layout features The New Intelligent Component Design Features
  12. 12. Testing the New Intelligent Components The new components have been subject to two waves of location based usability testing and three waves of quant scale research on research testing on PC, tablet and mobile devices. Summary of Findings • Improved all around usability vs. existing tools • 20%+ reductions in dropout on mobile devices • Higher consumer rating of survey experience especially from those completing on mobile devices • Improved levels of open ended feedback on mobile devices
  13. 13. Consumer Reaction to Lightspeed’s Intelligent Components High respondent satisfaction 96% 4% Positive remarks Negative remarks 8.1 8.2 8.0 8.7 8.8 8.6 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 Smartphones Tablets Desktop Enjoyment of survey How easy to answer  Overwhelmingly positive opinion amongst respondents towards the new components  They are seen as being easy, user friendly and visually appealing
  14. 14. “Like the moving bullets, quite quirky. The colours are good.” “Easy to answer and very mobile friendly” Examples of what our respondents say about the new tools…. “Clear and concise. quick to do” “Clear design, easy to manage, colours easy on the eye” “Easy to answer and very mobile friendly” “Different design, pages that move on automatically, very clear” “Easy to complete on iPhone” “Easy to use. Visually pleasant. Easy to follow instructions. Really liked it” “Easy to follow, pleasing on the eye” “Great to be able to do the survey on my phone” “Fast to load, quick and easy” “Excellent survey well laid out very easy to complete and understand” “I like the bright design it was clear and easy to do on my mobile” “Very responsive and quicker and easier to complete than other surveys” “It was different and refreshing” “The design of the survey was planned brilliantly and carefully.” “It was visually nice. It was very easy to answer.” “Most of the questions were easy to answer and I like the clearness of the layout.” “It was good and well put together” “Loved the look and feel” “The survey was graphically good, easy to answer and to the point”
  15. 15. Our New Suite of Intelligent Components The cure for the common survey
  16. 16. The control survey used for the experiment was a standard 12 minute long technology tracker that has been fielded previously on the existing QuestionArts device agnostic surveys tools. The test survey we created using the new intelligent layout tools was set up using pre-set “intelligent layout rules” and the same source material did not involved any bespoke customization or adaptation. For comparison, the team also set up a version using the native adaptive components, again using their out of the box setting and the same source material. Testing Details: • Sample size = 1,000, 330 per cell (90 smartphone, 90 tablet & 150 PC per cell) • Nat rep UK sample fielded September 11- 15, 2016 • Lightspeed sample
  17. 17. 29% 19% 5% 23% 9% 1% 18% 10% 2% Smartphone Tablet PC Survey Drop-Out Decipher Agnostic Intelligent design Key learnings: New intelligent layout components achieved 20% less dropout on mobiles vs. previous version. Findings: Improved Completion Rates Native Intelligent Components
  18. 18. 5.8 6.3 7.4 5.9 7.1 7.4 6.7 7.0 7.5 Smartphone Tablet PC Survey Ratings Decipher Agnostic Intelligent components Key learnings: Improved respondent ratings particularly on mobiles of new intelligent layout components Findings: Increased Survey Rating Native
  19. 19. 6.16 5.39 6.25 5.04 5.39 6.70 7.8 5.5 7.0 Smartphone Tablet PC Open-Ended Word Count Decipher Agnostic Intelligent components Key learnings: Higher volumes of open ended feedback with the new tools on mobile devices Findings: Improved Open-Ended Word Count Native
  20. 20. Want to learn more about Intelligent Components? Contact us at