Going mobile – creative uses of mobile research

1. A
Presenta*on
from
The
NewMR
Mobile
Event
22
February
2012
Event
sponsored
by
Vision
Cri1cal
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com
For
more
informa1on
about
NewMR
events
visit
newmr.org
Going
mobile
–
crea/ve
uses
of
mobile
research
Sean
Dunn
and
Ying
Xin,
Vision
Cri/cal

2. Going mobile – creative uses of mobile research
February 22, 2012

3. By
2015,
62%
of
mobile
phones
will
be
“smart”
Mobile
traffic
has
increased
4
*mes
since
‘08
Over
15%
of
Google
searches
are
via
mobile
Explosion
of
growth
in
tablet
computers
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

4. Evolu*on
of
Mobile
Research
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

5. Reached
…the
TIPPING
Point
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

6. Challenges
for Mobile
Research
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

7. It’s
a
jungle
out
there...
• Many
opera*ng
systems
• Unique
browser
applica*ons
• Different
input
modali*es
• Screen
size/resolu*on
• Lack
of
Adobe
Flash/Javascript
6,500
web-­‐enabled
devices
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

8. 8
Best practices for mobile…
Maximise
screen
space
Profile
panel
for
smartphone
ownership
Iden*fy
devices/browsers
supported
by
your
soIware
Be
Aware
of
ques1on
types
and
build
skips
accordingly
Keep
the
length
of
survey
short
QA
for
both
mobile
and
desktop
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

9. so
where
are
we
now?
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

10. Mobile Solutions
Web-­‐based
Solu*ons
App-­‐Based
Solu*ons
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

11. Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

12. Mul1-­‐modal
studies
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

13. 13
Stats…
Quarter
of
all
client
panels
have
enabled
mobile
survey
rendering
10%
average
mobile
completes
per
study
Range
of
mobile
completes
per
study:
10%-­‐50%
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

14. What’s
in
it
for
Respondents?
• More
convenience
• Beder
user
experience
• Easier
to
recall
behaviour
• More
engaging
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

15. What’s
in
it
for
us
as
researchers?
• Beder
response
rates
• More
*mely
data
• New
audience
• New
capabili*es
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

16. Crea*ve
Applica*ons…
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

17. A
series
of
situa1on
based
tasks
Situa*on:
Travellers
needed
to
test
app
and
complete
short
surveys
while
on
a
trip
Challenge:
Travellers
may
not
have
computers
or
regular
access
to
internet
cafes;
ac1vi1es
and
follow-­‐up
ques1ons
are
task-­‐based
Solu*on:
Screen
for
travellers,
provide
trial
version
of
app,
follow-­‐up
throughout
their
trip
with
short
mobile
surveys
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

18. Loca1on
specific
research
Situa*on:
On-­‐site
feedback
needed
on
recent
upgrades
and
renova1ons
Challenge:
transient
popula1on,
no
contact
informa1on
available
Solu*on:
Signage
at
the
loca1on
and
QR
code
trigger
Endless
applica*ons
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

19. Customer
Sa1sfac1on
Situa*on:
Pre/post-­‐flight,
evalua1on
of
customer
sa1sfac1on
with
boarding
process,
flight,
etc.
Challenge:
On-­‐the-­‐go
popula1on,
1me
sensi1ve
topic
Solu*on:
Mobile
survey
sent
to
customers
immediately
before/aIer
flight.
Timely
data,
targeted
respondents
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

20. Geoloca1on
Technology
Situa*on:
Loca1on
specific
feedback
is
required
Challenge:
Too
many
unknowns
to
target
survey
via
email
Solu*on:
Push
surveys
through
to
mobile
devices
within
radius
of
the
focus
loca1on
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

21. Recruitment
via
mobile
Situa*on:
Client
looking
to
recruit
community
panel
of
smartphone
users
Challenge:
Need
to
make
experience
easy
and
intui1ve
for
members
Solu*on:
Mobile
op1mise
survey
so
respondents
can
seamlessly
complete
via
computer
or
mobile
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

22. Mobile
website
evalua1ons
Situa*on:
Assessment
of
mobile
op1mised
websites
Challenge:
Moving
respondents
from
mobile
to
desktop
and
back
is
awkward
and
not
ideal
for
task
comple1on
Solu*on:
While
users
are
browsing
a
mobile
site
on
their
phones,
offer
a
feedback
link
or
a
pop-­‐up
screen
asking
them
to
provide
feedback
on
the
mobile
site,
via
a
mobile
op1mised
survey
on
their
smartphones
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

23. Mul1media
Data
Collec1on
Situa*on:
Need
images
of
real-­‐life
situa1ons
when
events
are
occurring
(ie.
at
sports
game)
Challenge:
Next
day
recall
of
events
can
be
inaccurate
Solu*on:
Instruct
respondents
to
take
photos
ahead
of
1me
on
what
was
consumed/
available/no1ced
at
a
event
and
submit
through
smartphone.
Further
ques1oning
can
follow
aIer
the
event
by
using
images
as
prompts
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

24. world
is
going
mobile…
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

25. embrace &
adapt
creatively
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

26. Q
&
A
Sean
Dunn
Vision
Cri1cal
Ying
Xin
Vision
Cri1cal
Sue
York
NewMR

27. Connect
with
Sean
on
LinkedIn
@
hdp://au.linkedin.com/pub/sean-­‐dunn/1/b62/63
Email
ques1ons
to:
sean.dunn@visioncri1cal.com
Connect
with
Ying
on
LinkedIn
@
hdp://
au.linkedin.com/in/yingxin
Email
ques1ons
to:
ying.xin@visioncri1cal.com
For
more
informa1on
about
Vision
Cri1cal:
www.visioncri1cal.com
Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

28. Sean Dunn & Ying Xin, Vision Critical, Australia
NewMR Mobile Event, 22 Feb 2012, Session 1

29. A
Presenta*on
from
The
NewMR
Mobile
Event
22
February
2012
Event
sponsored
by
Vision
Cri1cal
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa1on
about
Vision
Cri1cal
visit
www.visioncri1cal.com
For
more
informa1on
about
NewMR
events
visit
newmr.org
Going
mobile
–
crea/ve
uses
of
mobile
research
Sean
Dunn
and
Ying
Xin,
Vision
Cri/cal