New strategies for improving the survey experience mobilized, shorter, bite size surveys - gmi

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New strategies for improving the survey experience mobilized, shorter, bite size surveys - gmi

  1. 1. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  2. 2. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  3. 3. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  4. 4. NEW STRATEGIES FOR IMPROVING THE SURVEY EXPERIENCE: MOBILIZED, SHORTER, BITE SIZE SURVEYS MRMW Asia-Pacific 4TH MARCH 2014 Presented by: Efrain Ribeiro
  5. 5. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. INTRODUCTION
  6. 6. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. ABOUT GMI 1999 27 650 4,000 7020,000 Established in 1999, GMI has been a leader in online research for over a decade. With a staff of 650 employees, we understand the nuances of local markets. 27 offices in 15 countries throughout North America, Europe, and Asia Pacific. GMI services 4,000 satisfied clients across the research supply chain. Through operational excellence, we serve 20,000 research projects a year. Through our global capabilities, we conduct research in over 70 countries. 4 Million Over 4 million double opt-in panelists ready to take surveys. 40 Panels in 40 countries across the Americas, Europe, the Middle East, and Asia Pacific.
  7. 7. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. YOUR PARTNERS IN RESEARCH Business issue Research design, questionnaire development Survey programming Analysis, reporting, insights YOU Panels and data collection
  8. 8. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. WHY MOBILE RESEARCH?
  9. 9. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. MOBILE IS OUR LIVES
  10. 10. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. THE GLOBAL MARKET FOR TABLETS GREW 54% IN 2013. Source: Gartner October 2013
  11. 11. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. IN CHINA LAST YEAR, THERE WERE MORE PEOPLE ACCESSING THE INTERNET VIA MOBILE VS. PC Source:CNNIC 1/13, from KPCB Mary Meeker Annual Report
  12. 12. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 1.5 BILLION SMARTPHONE SUBSCRIBERS GLOBALLY - 21% PENETRATION, WITH A 31% GROWTH IN 2013! Source: KPCB Mary Meeker 2013 Report
  13. 13. GMI’S CAPABILITIES TECHNOLOGY CONSUMER PANEL SURVEY PROGRAMMING
  14. 14. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. • Customer data • Mobile operator data • Other survey data • Store card data • ISP data • Surveys • Diaries • Barcode scanning • Polls • Photo, video / audio capture • Mobile Usage • Ad Exposure • Location awareness • Audio Sampling • Biometrics • Share / rate • Collaborate • Score / compete • Researcher moderator PASSIVE ACTIVE SOCIAL DATA INTEGRATION / FUSION MANY TYPES OF MOBILE DATA COLLECTION HOW DO WE MAKEIT POSSIBLE?
  15. 15. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. • Rich respondent experience • On or off line completion • Utilizes phone features (camera, GPS) • ‘Passive’ features can be integrated • Need to be created for each mobile OS • Data costs 1. APPS TECHNOLOGY
  16. 16. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. • Device detection tool to optimize for web surveys for mobile devices• to • Cheap to create and deploy • Same survey can be used for both mobile and non-mobile • Few web surveys optimized for mobile browsers • Requires continuous data/WiFi connection • Can’t utilize yet native device features (camera or GPS) • Data costs TECHNOLOGY 2. BROWSER
  17. 17. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. CONSUMER PANEL 3. GLOBAL PANEL
  18. 18. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 4. USABILITY Easy to access survey list Easy to monitor Market Points account Thorough list of self-help questions and in-country email support Mini-polls increase panelist engagement and offer clients a quick snapshot DESIGNED FOR SURVEY PROGRAMMING
  19. 19. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. SURVEY QUESTIONS • Single / multiple choice • Open ends • Text / info screens • Date / time capture • Standard lists • Ranking • Single / multi slider • Numeric / text opens • Image display and photo capture • Video display • Audio playback • Barcode / QR scanning SURVEY FEATURES • GPS / location stamps during survey • Question routing, filtering, masking and text piping • mCAPI set up for interviewers • Supports 35+ languages (including Arabic and Chinese) SURVEY PROGRAMMING 5. SURVEY QUESTIONS & FEATURES
  20. 20. GMI EXPERIMENTS IN MOBILE RESEARCH
  21. 21. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. CLIENT ISSUE: What is the quality and consistency of mobile respondents from Mobile suppliers & panels RESEARCH: Methodology review, and controlled field tests with key suppliers RESULTS Standardized and systematic on-boarding global process at GMI for Mobile suppliers
  22. 22. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. LEARNINGS FROM OUR EXPERIMENTS 1. UNDERSTANDING THESOURCE OF YOUR RESPONDENTS IS CRITICAL FOR THE QUALITY OF YOUR MOBILE RESEARCH
  23. 23. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. DIFFERENT SOURCES, DIFFERENT BIASES EMERGING MARKET EVALUATION RESEARCH IDENTIFIES KEY DIFFERENCES AMONG MOBILE SOURCES
  24. 24. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. CLIENT ISSUE: My survey cannot be reduced to 10 or 15 minutes, what alternatives do I have if I also want to collect information from Mobile users? RESEARCH: A parallel test between a long and a modularized version of a survey RESULTS: Fusing results from modularized surveys achieves similar results as long surveys with positive respondent satisfaction-promising results!
  25. 25. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. LEARNINGS FROM OUR EXPERIMENTS 1. UNDERSTANDING THE SOURCE OF YOUR RESPONDENTS IS CRITICAL FOR THE QUALITY OF YOUR MOBILE RESEARCH 2. MODULAR SURVEYDESIGN WORKS AND RESPONDENTS APPRECIATE IT
  26. 26. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. WITHIN (OneSet) ACROSS(severalsets) MODULAR SURVEY DESIGN - “CHUNKING” WITHIN RESPONDENTS Primary focus was mobile – but chunking may be useful beyond mobile ACROSS RESPONDENTS
  27. 27. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. CHUNKING ENJOYED… • Start & stop • Re-enter at specified point “ “ “I like breaking the survey up into sections. Great Idea!” “I like how the survey was divided into different sections. Sometimes, it's very hard to complete long surveys in one sitting.”
  28. 28. GMI LISTENING TO OUR RESEARCH PARTICIPANTS
  29. 29. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 1. SURVEY TAKING ACTIVITIES
  30. 30. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. KEEPING UP WITH A CHANGING WORLD Singapore data from 1067 completes November, 2012 COMPUTER TABLET SMARTPHONE Daily 86% 71% 83% 5 times per week 6% 6% 5% 3 times per week 3% 9% 4% 1 time per week 3% 8% 2% Less than 1 time per week 2% 6% 6% HOW OFTEN DO YOU USE THESE DEVICES TO ACCESS THE INTERNET? OVER 80% of mobile device owners use their MOBILE DEVICE DAILY to access the internet.
  31. 31. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. TIME WILLING TO SPEND ON SURVEYS 74% OF SMARTPHONE USER WOULD NOT BE WILLING TO SPEND MORE THAN 15 MINUTES COMPLETING SURVEYS MAXIMUM TIME DOING SURVEYS: COMPUTER TABLET SMARTPHONE 5 minutes or less 8% 13% 28% 10 minutes or less 21% 37% 57% 15 minutes or less 38% 57% 74% 20 minutes or less 53% 71% 84% 25 minutes or less 61% 77% 89% 30 minutes or less 79% 89% 94% Singapore data from 1067 completes November, 2012
  32. 32. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 2. MOBILE ADVANTAGES
  33. 33. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. RESPONDENTS LIKE TO USE MOBILE DEVICES FOR SURVEYS 0 5 10 15 20 25 30 35 40 45 50 much more a little more no difference a little less much less mobile online AMONG MOBILE WEB RESPONDENTS, 34% MUCH MORE LIKELY TO TAKE ANOTHER MOBILE SURVEY 80% OF MOBILE RESPONDENTS DESCRIBE EXPERIENCE AS “VERY EASY”
  34. 34. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. RESPONDENTS ARE MOBILE READY “You need to find a way to make all your surveys work this [way]. At one point last week I had 9 surveys waiting for me...none of which could be completed on the phone. I had to find time to go sit at my home computer” “Thank you glad to use my smartphone to complete the survey” “Love the fact I could take this survey on my iPad” Finally, a decent survey, I can park my Netbook now and prefer to use my tablet...
  35. 35. CONSIDERATIONS FOR IMPROVING THE MOBILE SURVEY EXPERIENCE
  36. 36. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. Shorter surveys = higher completion rates —Higher completion rates = reduce bias + improve quality —Shorter surveys = higher respondent satisfaction —Higher sat = better respondent retention —Higher retention = increases respondent access 1. GUIDING PRINCIPLES: SUSTAINABILITY RESPONDENT ACCESS CYCLE
  37. 37. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 2. RESPONDENT SOURCE MATTERS SOURCE MANAGEMENT FOR REPRESENTIVITY • Panel vs. Dynamic/River • Different Demographics • Blending Sources • Leveraging Pre-collected Info • Maximizing Sampling/Targeting Capabilities
  38. 38. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 3. RIGHT SURVEY TOOLS TO ENABLE ACCESS EASE IN ACCESS = ENGAGEMENT • “Lite” Script for Quick Loading • Automated Device Detection • Adaptive Design-One Script for Online & Mobile • Robust Real Time Field Reporting
  39. 39. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 4. NOT ALL MOBILE DEVICES EQUAL FEATURE PHONE KEY PAD SMARTPHONE TOUCHSCREEN SMART PHONE TABLET/I-PAD COMPUTER / LAPTOP Basic Question Types l l l l l Advanced Question Types l l l l Grids & Sliders l l l Large Image Displays l l Geo Location l l l Custom App Interaction l l l Kinesis Survey-Evolving Best Practices 2011 DESIGN SURVEYS FOR BROAD ACCESS & ENSURE COMPATIBILITY
  40. 40. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 5. SHORTER SURVEYS = RETENTION UNDERSTANDING IS EVOLVING • ~15 Question / 15 Minutes Limit • More Questions if Designed with Mobile in mind • River Respondents Less Patience SHORTER=BETTER
  41. 41. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 6. SOME THINGS TO AVOID FEATURE PHONE “DON’TS” • Use of matrix grids • Long attribute & brand lists • Non-essential images or logos • Limit open ends • Lengthy, complex questions • Use of Flash apps
  42. 42. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. 7. CHUNKING FOR EXTENDED SURVEYS GMI PIONEERED • Has the research and expertise to help you make this technique work • Frank Kelly & Jon Puleston – GMI Survey Design Experts REDUCES SURVEY LENGTH • Best on complex surveys which require more information & access to key populations ON MULTIPLE DEVICES • Works on traditional and mobile delivered surveys
  43. 43. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. WORKSHOP ACTIVITIES YOU HAVE BEEN ASKED TO DEVELOP & FIELD A SURVEY TO RESPONDENTS VIA MOBILE DEVICES IN : • Group 1- South Korea • Group 2- India • Group 3- Australia • Group 4- Singapore DETERMINE: • Who would be your target? • How would you maximize user access on Mobile? • Design considerations in the questionnaire that would be important? • Why it can work on Mobile
  44. 44. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. GROUP 1 - SOUTH KOREA • Topic- 1-Week Beverage Diary- Alcohol • LOI- 5 Minutes per day • Population-48.9M • Penetration Rates ◦ Internet - 84% ◦ Smartphone - 73% ◦ Feature Phone - 23% ◦ Mobile Internet – 75% ◦ Tablet-11% ◦ Literacy-99%
  45. 45. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. GROUP 2 - INDIA • Topic- Health & Wellness – National Personal Care • LOI- 25 Minutes • Population-1,221M • Penetration Rates ◦ Internet - 12% ◦ Smartphone - 13% ◦ Feature Phone - 80% ◦ Mobile Internet- 11% ◦ Tablet- 2% ◦ Literacy- 74%
  46. 46. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. GROUP 3 - SINGAPORE • Topic- Dining Brand Experience • LOI- 2 X 20 Minutes with fotos • Population-5.5M • Penetration Rates ◦ Internet - 73% ◦ Smartphone - 72% ◦ Mobile Internet-64% ◦ Tablet- 47% ◦ Literacy- 93%
  47. 47. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. GROUP 4 - AUSTRALIA • Topic- Fast-Food Diary • LOI- 1-Week, 5 Minutes per day • Population-22.3M • Penetration Rates ◦ Internet - 81% ◦ Smartphone - 65% ◦ Feature Phone- 23% ◦ Mobile Internet-59% ◦ Tablet- 36% ◦ Literacy- 96%
  48. 48. Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved. THANK YOU!
  49. 49. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  50. 50. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  51. 51. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net

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