Leslie Townsend' presentation to the Festival of NewMR 2010

1. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Don’t Forget -
The Respondent Experience Trumps All
The Festival of NewMR
December 8, 2010
Leslie
Townsend
President
&
Co-­‐Founder
Kinesis
Survey
Technologies
©
Kinesis
Survey
Technologies,
2010

2. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR
The
respondent
experience
is
rapidly
changing
because
of
evolving
technology.
§ Mobile
phones
and
social
media
are
the
primary
factors
driving
this
change
§ Mobile
technology
offers
many
advantages
to
both
expand
and
supplement
research
pracUces
• Mobile
web
users
are
an
increasingly
diverse
demographic
• Mobile
delivery
enables
parUcipants
to
complete
surveys
anyUme
and
anywhere
§ Social
media
is
increasingly
becoming
a
mobile
funcUon,
thus
a
union
of
the
two
is
necessary
for
modern
market
research

3. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Some
aspects
of
the
mobile
experience
are
dependent
on
the
type
of
mobile
device
being
uAlized.
§ Respondents
use
mobile
devices
with
greatly
varying
network
speeds,
screen
sizes,
color
configuraUons,
etc.
§ Usability
must
be
assessed
for
all
common
mobile
devices
(touchscreen
smartphones,
keypad
smartphones
and
older
feature
phones)
Other
aspects
of
the
mobile
experience
are
the
same
regardless
of
device
type.
§ Researchers
must
determine
the
ideal
number
of
survey
quesUons,
usage
of
open
ends,
etc.
to
opUmize
mobile
parUcipaUon
§ Some
common
survey
elements
such
as
table
structures
and
Flash
images
will
not
render
on
mobile
devices
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR

4. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Worldwide
smartphone
growth
will
drive
mobile
research
adopAon.
22.80%
28.50%
20.30% 19.30%
US UK Germany France
Current Smartphone
Penetration
source: comScore (September 2010)
§ There
will
be
449
million
smartphone
users
globally
by
calendar
year
2011
(source:
RBC)
§ Smartphones
will
account
for
nearly
half
of
worldwide
mobile
phone
sales
by
2013
(source:
Nielsen)
§ Mobile-­‐based
web
access
will
surpass
computer-­‐based
web
access
in
2013
(source:
Gartner)
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR

5. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Respondents’
survey
experience
should
be
as
similar
as
possible,
regardless
of
the
device
uAlized.
§ MulUmode
(PC/mobile)
surveys
should
be
implemented
whenever
possible
to
provide
the
greatest
flexibility
to
respondents
§ Although
uniform
delivery
is
the
goal,
differing
device
capabiliUes
prevent
a
totally
standardized
experience
42%
31%
2%
2%
23%
Mobile Device Type Used to Take
Surveys
iPhone
Android
Symbian
Blackberry
All Others
Source: Kinesis Survey Technologies, data collected from
4.2 million responses between June 2009 and June 2010
§ Even
among
mobile
survey
parUcipants,
a
variety
of
devices
(both
smartphone
and
non-­‐smartphone)
are
currently
being
used
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR

6. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
MulAmode
implementaAon
should
be
extended
to
panelist
recruitment
as
well.
§ Mobile
recruitment
requires
though_ul
execuUon
for
a
number
of
aspects:
1. InvitaUon
Process
–
SMS
(text)
or
Email:
SMS
laws
and
costs
vary
greatly
by
region
and
must
be
planned
for
in
advance.
Typically
email
invitaUons
are
best
if
the
applicaUon
permits
their
use.
WAP
push
is
possible
in
regions
such
as
Europe
where
a
common
wireless
network
standard
(GSM)
is
used.
2. Delivery
Scheduling:
If
text
messages
will
be
uUlized,
delivery
scheduling
is
essenUal.
3. Access
to
Privacy
Policy
InformaUon:
While
smartphones
support
embedded
hyperlinks
for
access
to
privacy
policies,
older
devices
do
not.
For
feature
phones,
an
alternaUve
is
to
program
an
up-­‐front
survey
quesUon
asking
parUcipants
if
they
would
like
access
to
this
informaUon.
4. Branding
Usage:
Branding
should
be
consistent
across
devices
for
survey
templates,
images,
survey
URLs,
etc.
Branding
can
be
incorporated
on
every
screen
for
smartphones,
but
should
be
limited
to
the
first
and
last
survey
pages
for
feature
phones.
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR
§ MulUmode
recruitment
reaches
more
panelists
(and
a
wider
demographic)
by
engaging
mobile
web
users

7. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
5. Opt-­‐In/Out
Process:
Separate
double
opt-­‐in
and
opt-­‐out
processes
may
be
required
for
mulU-­‐mode
invitaUons.
6. Mobile
FuncUonality
LimitaUons:
Some
funcUons
available
to
parUcipants
using
PCs
may
not
be
available
in
mobile
mode,
and
if
so,
parUcipants
should
be
informed
in
advance
to
avoid
frustraUon
and/or
confusion.
7. PromoUon
of
“Coming
Soon”
Features:
Be
sure
to
promote
(well
in
advance
of
deployment)
the
new
mobile
and
social
media
features
that
will
be
introduced
to
parUcipants.
Doing
so
will
aid
in
mobile
parUcipant
engagement.
8. Respondent
AuthenUcaUon:
AuthenUcate
parUcipants
as
the
mobile
panel
is
built,
rather
than
during
the
survey
process.
If
suspicious
behaviors
are
to
be
analyzed
(speeding,
duplicaUons,
etc.),
separate
measures
should
be
taken
to
account
for
device
usage.
9. Use
of
Geo-­‐LocaUon:
Laws
regarding
usage
of
geo-­‐locaUon
technologies
vary
by
region,
and
must
be
researched.
A
separate
opt-­‐in
may
be
required.
10.
Video
Usage:
mobile
video
funcUonality
varies
by
device,
and
usage
of
video
is
challenging
because
of
these
variances
(some
mobile
devices
require
video
download,
others
support
streaming).
Use
of
mobile
video
poses
many
challenges
and
should
be
carefully
evaluated.
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR
§ Mobile
recruitment
requires
though_ul
execuUon
for
a
number
of
aspects:
(con6nued
from
previous
slide)
MulAmode
implementaAon
should
be
extended
to
panelist
recruitment
as
well.

8. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Today’s
respondent
experience
must
also
include
social
media.
§ Social
media
usage
is
rapidly
growing,
and
thus
recruitment
from
these
sites
will
aid
in
obtaining
representaUve
sample
§ A
significant
porUon
of
social
media
interacUon
occurs
via
mobile
devices,
thus
researchers
should
capitalize
on
the
synergy
of
these
two
pla_orms
Social Media Site Access By Mobile Subscribers
3 mo. average comparison
Total Audience (000)
source: comScore (March 2010)
0
5,000
10,000
15,000
20,000
25,000
30,000
Facebook
MySpace
Twioer
2009
Jan
2010
Jan
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR

9. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Where
does
the
MR
industry
go
next?
§ Researchers
must
adopt
mulUmode
execuUon
to
the
greatest
extent
possible,
while
recognizing
the
technological
limitaUons
of
mobile,
which
include:
• Legal
frameworks
that
require
panelists
to
be
handled
in
a
more
personal
manner
• Most
content
management
systems
and
especially
their
extensions
are
not
mobile-­‐ready
• Use
of
downloadable
applicaUons
requires
development
to
each
operaUng
system
• Payment
mechanisms
used
in
tradiUonal
panels
may
not
be
set
up
for
mobile
redempUons
§ Social
media
should
be
uUlized
as
an
addiUonal
recruitment
method,
both
for
tradiUonal
panelists
and
ad-­‐hoc
survey
parUcipants
§ Remember
the
cardinal
rule
of
successful
research:
The
Respondent
Experience
Trumps
All
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR

10. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
Thank
You
QuesAons?
Leslie
Townsend
&
Annie
PeNt
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR
©
Kinesis
Survey
Technologies,
2010

11. Speaker
Leslie
Townsend,
Kinesis
Survey
Technologies,
USA
Part
3:
Session
2,
Convenor
Andrew
Jeavons,
Chair
Annie
Pe7t,
schedule
=
2:39pm
to
3:04pm
(New
York,
EST)
More
informaAon
©
Kinesis
Survey
Technologies,
2010
Leslie
Townsend
Kinesis
Survey
Technologies
email:
ltownsend@kinesissurvey.com
Whitepapers
available
for
free
download
at:
hop://www.kinesissurvey.com/resources/whitepapers
•
The
Mobile
Survey
Landscape
–
Today
and
Tomorrow
•
Engaging
the
MOBILE
Respondent:
Issues
and
Insights
•
The
New
Economics
of
Building
and
Managing
an
Online
Research
Panel
Don’t
Forget
-­‐
The
Respondent
Experience
Trumps
All
The
Festival
of
NewMR