Mobile Methodology - Quality and Validation - uSamp

461 views

Published on

Presented by Ben Leet, Sales Director, uSamp
& Richard Merrick, New Business Director, uSamp
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

Published in: Business, Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
461
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile Methodology - Quality and Validation - uSamp

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. Mobile Methodology: Quality and Validation MRMW Conference, 9th October 2013 Ben Leet Richard Merrick Sales Director uSamp UK GREATER NEW YORK | New Business Director uSamp UK LOS ANGELES | DALLAS | LONDON | NEW DELHI
  5. 5. What we’ll be talking about today 1. The Emergence of Mobile 2. Case Study: Mobile vs. Online Data Quality 3. Ensuring Mobile Data Quality GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 2
  6. 6. Let’s start with a familiar sight… GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 3
  7. 7. Back a step: GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 4
  8. 8. The New Dawn! GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 5
  9. 9. Dawn or Sunset? GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 6
  10. 10. Different Modes, Same Challenge GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 7
  11. 11. MR is losing the battle for consumers’ time GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 8
  12. 12. MR is losing the battle for consumers’ time Market Research GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 9
  13. 13. How do we buy their time? GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 10
  14. 14. 6% of people in the UK would rather live without their significant other… GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 11
  15. 15. …and, we can’t get enough of our mobiles Where is your phone when you sleep? Percent of time during day phone is within arm’s length 56% Within reach of my bed 24% 14% 45% 19% In the bedroom In another room 70+% of the time Use smart phone within 10-15 minutes before sleeping? Within 5 minutes 31% 90+% of the time 64% How quickly do you use your smart phone after waking? 30% 100% of the time 6 – 30 minutes 24% 15% 65% 30 mins. – 2 hrs. YES NO 35% 2 hrs. + Source: uSamp Mobile Study, June 2013 GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 12
  16. 16. Quality of Mobile Responses GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 13
  17. 17. Big Driver of Quality Data for Mobile User Experience GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 14
  18. 18. Surveys on Smartphones = A Great Experience In the moment Convenient Preferred Survey Mode Easy 75% Interesting 59% Fun 50% 42% 55% Source: uSamp Mobile Study, November 2012 GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 15
  19. 19. Mobile vs. Online Case Study: Response Rates Mobile respondents responded well, despite a tougher task MOBILE ONLINE Initial response to invitation 9.0% 4.4% Completed screener 86% 92% Began main survey 92% 100% Completed survey 86% 99% Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013 GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 16
  20. 20. Mobile: in-the-moment yields higher quality data Mobile Online Confidence in recalling specific brands HIGHER LOWER “Satisficing” LESS MORE Social desirability errors LESS MORE Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013 GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 17
  21. 21. Mobile: Rich data collection AUDIO 19.5 Percent 30 words or more 17.3 18.7% Open end word count TYPED 15.3% Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013 GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 18
  22. 22. Design Is Everything GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 19
  23. 23. Ensuring Data Quality GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 20
  24. 24. Learning from our past… there is no magic bullet GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 21
  25. 25. Quality techniques in the mobile environment Respondent Management Recruitment User Modeling Source Testing Red Herrings Registration Scoring Geo-specific Tracking Algorithmic Analysis Geo-fencing Respondent on-boarding GREATER NEW YORK Rich Media Capture | LOS ANGELES | DALLAS | LONDON | NEW DELHI 22
  26. 26. Geo-Validation GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
  27. 27. Rich Media Validation Pilot study photos: GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
  28. 28. Quality in Emerging Markets? GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 25
  29. 29. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 26
  30. 30. If you remember one slide, this is it… GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 27
  31. 31. On the horizon… • Image recognition • Automated photo coding • Dial testing • Audio transcription • Behavioral monitoring 28
  32. 32. Ben Leet Richard Merrick Sales Director uSamp UK GREATER NEW YORK | New Business Director uSamp UK LOS ANGELES | DALLAS | LONDON | NEW DELHI
  33. 33. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  34. 34. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  35. 35. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

×