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Re-envisioning Research with Mobile First

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Mobile First survey design has become a hot topic in recent times. While the call to Mobile First is considered by many to be part of the evolution from online to mobile – it can also be the start of the revolution to advance the practice of survey research and revolutionize our participants’ research experiences.

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Re-envisioning Research with Mobile First

  1. 1. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Re-envisioning Research with Mobile First Sue York The Handbook of Mobile Market Research
  2. 2. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Why is Mobile Essen@al? Coverage Respect It will happen anyway!
  3. 3. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Challenges of Mobile Screen size Different plaForms / OS Different devices Surveys take longer More break- offs More unanswered quesKons Mode / device effects & more
  4. 4. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Improved coverage Video Photos More contactable Context dependent Ubiquitous Sensors & Passive Data & more Opportuni@es of Mobile
  5. 5. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile The Journey so Far 1 Uninten@onal Mobile 2 Device Agnos@c Mobile First 3
  6. 6. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile •  Also Accidental or Incidental Mobile •  Online surveys completed via mobile devices Uninten@onal Mobile
  7. 7. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Par@cipant Led not Researcher Planned Uninten@onal Mobile
  8. 8. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Device Agnos@c •  A Mixed-mode approach •  Designed to work & give comparable results across a range of devices •  ParKcipants given a choice of device From Poynter, Williams & York (2014) “The Handbook of Mobile Market Research”
  9. 9. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile How “Mobile Ready”? Source: Research Now (Global figures) 2014 2015 2016 Mobile Incompatible 30% 33% 29% Mobile Possible 27% 23% 23% Mobile Friendly 30% 30% 33% Mobile Optimized 13% 15% 15%
  10. 10. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Problems •  “Make mobile friendly” bu`ons rarely work •  Geang through vs. enjoying the ride •  Missing new opportuniKes by not harnessing capabiliKes of mobile Device Agnos@c
  11. 11. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Mobile First Current MR industry trend in mobile quesKonnaire design But what is Mobile First?
  12. 12. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Mobile First “Websites and applicaKons should be designed and built for mobile first” Luke Wroblewski in “Mobile First”
  13. 13. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Mobile First – Why? 1. Embracing constraints of mobile forces a focus & prioriKsaKon of features 2. Provides growth & new opportuniKes 3. Create innovaKve experiences by embracing new capabiliKes Luke Wroblewski in “Mobile First”
  14. 14. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Mobile First and survey research?
  15. 15. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile What is Mobile First? •  Term frequently used to describe operaKonalising online or mulK-mode surveys •  No definiKve definiKon •  CharacterisKcs of mobile devices determine design decisions From “Principles of Mobile Market Research – PracKces & ApplicaKons”, The University of Georgia, (Online course, h`p://www.georgiacenter.uga.edu/courses/market-research/ mobile-market-research)
  16. 16. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile What is Mobile First? •  Generally, means designing a survey that funcKons well on mobile devices & •  Is suitable for other modes •  Requires understanding how parKcipants interact with & use mobile devices From “Principles of Mobile Market Research – PracKces & ApplicaKons”, The University of Georgia, (Online course, h`p://www.georgiacenter.uga.edu/courses/market-research/ mobile-market-research)
  17. 17. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Surveys Through a ‘Mobile First’ lens 1.  Embracing constraints of mobile forces a focus & prioriKsaKon of features 2.  Provides growth & new opportuniKes 3.  Create innovaKve experiences by embracing new capabiliKes
  18. 18. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile 1. Embracing constraints of mobile forces a focus & priori@sa@on of features QuesKonnaire Length –  Which quesKons should be included –  Number of quesKons –  QuesKon wording length InstrucKons Answer lists
  19. 19. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile 1. Embracing constraints of mobile forces a focus & priori@sa@on of features Images and image size Different designs – choosing rather than ranking or sorKng Smarter designs – e.g. modularisaKon
  20. 20. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile 2. Provides growth & new opportuni@es Improved coverage –  More people –  Larger share of people’s Kme Contextually relevant research –  In-the-moment –  Beacons, WiFi More opKons –  Photos –  Videos –  Passive data e.g. locaKon
  21. 21. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile 3. Create innova@ve experiences by embracing new capabili@es Create research experiences that engage parKcipants Research experiences need to fit more easily with modern life
  22. 22. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Final Thoughts •  Pursuing Mobile First can give us a chance to reinvent research and survey design •  What mobile first is – is unlikely to be staKc and likely to conKnue evolving . . . A way of thinking and designing? •  In the future a mode that embraces the features of mobile devices
  23. 23. From h`p://bradfrost.com/blog/mobile/the-many-faces-of-mobile-first/ downloaded 16 July 2017
  24. 24. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Thank You! Follow me on Twi_er @1sue3 Check out www.amazon.com/Handbook-Mobile-Market- Research-Researchers/dp/1118935624
  25. 25. Re-envisioning Research with Mobile First Sue York, The Handbook of Mobile Market Research Maximising Mobile Q & A Sue York The Handbook of Mobile Market Research

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