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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
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!
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
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
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
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
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
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”
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%
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
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?
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”
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”
Re-envisioning	Research	with	Mobile	First	
Sue	York,	The	Handbook	of	Mobile	Market	Research	
Maximising
Mobile
	
	
Mobile	First	and	survey	
research?
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)
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)
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
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
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
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
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
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
From	
h`p://bradfrost.com/blog/mobile/the-many-faces-of-mobile-first/		
downloaded	16	July	2017
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
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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