May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
The Survey is not supported by your device:
Driving best practices in device-agnostic brand tracking
Zoë Dowling, Ph.D. & ...
1MRMW Chicago, May 2014 @zoedowling
Ready or not, multi-mode
surveys are here
5%
20%
40%
2MRMW Chicago, May 2014 @zoedowling
New screens on the block…
3MRMW Chicago, May 2014 @zoedowling
Device Agnostic
Building Best Practices
Mobile Research is not ‘lift and shift’.
But don’t throw the baby out with the
bathwater.
General Mills
6MRMW Chicago, May 2014 @zoedowling
+
R&D rethinking 20+ minute
tracking studies
CELL 1
 PC only
 Traditional Panel
 n=...
Sample
Sample design was haunting me. Who are we
leaving out? Who are we ignoring? Which
consumers and which voices are we amplif...
9MRMW Chicago, May 2014 @zoedowling
Younger and more diverse, amplified with mobileYounger and more diverse
MOBILE
PC
TRAD...
10MRMW Chicago, May 2014 @zoedowling
Differences beyond demographics
Brand A
Brand A
MOBILE
PC
TRADITIONALPANEL
DYNAMICSOU...
11MRMW Chicago, May 2014 @zoedowling
Sample composition as opposed to survey mode
12MRMW Chicago, May 2014 @zoedowling
Be Device Agnostic
Know thy sample
Embed
Sample Best Practices
Questionnaire Design
Design is holistic. Respondents don’t care that
one person wrote the questions, but another
programmed the instrument, and...
15MRMW Chicago, May 2014 @zoedowling
Usability and UX: fundamental for the small screen
Lack of context Increased cognitiv...
16MRMW Chicago, May 2014 @zoedowling
Shortening the questionnaire: an exercise in ‘letting go’
Advanced analytics Experime...
17MRMW Chicago, May 2014 @zoedowling
While keeping essentials
18MRMW Chicago, May 2014 @zoedowling
Optimize across modes
19MRMW Chicago, May 2014 @zoedowling
Questionnaire Design Best Practices
Usability and UX is fundamental
Reduce, while kee...
Data Integration
21MRMW Chicago, May 2014 @zoedowling
We started with mobile
23MRMW Chicago, May 2014 @zoedowling
But it isn’t just about mobile
It’s the framework New smarter way of tracking Providi...
Thank you
@zoedowling & Wai Jean Loh
@AddedValueUS
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
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The survey is not supported by your device driving best practices in device-agnostic brand tracking - added value

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. The Survey is not supported by your device: Driving best practices in device-agnostic brand tracking Zoë Dowling, Ph.D. & Wai Jean Loh, Added Value MRMW Conference, Chicago, May 2014
  5. 5. 1MRMW Chicago, May 2014 @zoedowling Ready or not, multi-mode surveys are here 5% 20% 40%
  6. 6. 2MRMW Chicago, May 2014 @zoedowling New screens on the block…
  7. 7. 3MRMW Chicago, May 2014 @zoedowling Device Agnostic
  8. 8. Building Best Practices
  9. 9. Mobile Research is not ‘lift and shift’. But don’t throw the baby out with the bathwater. General Mills
  10. 10. 6MRMW Chicago, May 2014 @zoedowling + R&D rethinking 20+ minute tracking studies CELL 1  PC only  Traditional Panel  n=600  12 minute q’re CELL 2  Mobile Only  Split Panel & Dynamic Sourcing  n=600  6 minute q’re CELL 3  PC/Tablet  Split Panel & Dynamic Sourcing  n=600  6 minute q’re Client mobile studies + Kantar research on sample sources and questionnaire design
  11. 11. Sample
  12. 12. Sample design was haunting me. Who are we leaving out? Who are we ignoring? Which consumers and which voices are we amplifying that maybe we shouldn’t be? Jim Kohl | Director, Consumer Insights Career Education Corporation
  13. 13. 9MRMW Chicago, May 2014 @zoedowling Younger and more diverse, amplified with mobileYounger and more diverse MOBILE PC TRADITIONALPANEL DYNAMICSOURCING
  14. 14. 10MRMW Chicago, May 2014 @zoedowling Differences beyond demographics Brand A Brand A MOBILE PC TRADITIONALPANEL DYNAMICSOURCING
  15. 15. 11MRMW Chicago, May 2014 @zoedowling Sample composition as opposed to survey mode
  16. 16. 12MRMW Chicago, May 2014 @zoedowling Be Device Agnostic Know thy sample Embed Sample Best Practices
  17. 17. Questionnaire Design
  18. 18. Design is holistic. Respondents don’t care that one person wrote the questions, but another programmed the instrument, and a third designed the interface. Mick Couper Designing Effective Web Surveys
  19. 19. 15MRMW Chicago, May 2014 @zoedowling Usability and UX: fundamental for the small screen Lack of context Increased cognitive load ‘Fat finger’ syndromeNeeds to be easy to read and scan
  20. 20. 16MRMW Chicago, May 2014 @zoedowling Shortening the questionnaire: an exercise in ‘letting go’ Advanced analytics Experimental design ‘Human Element’Qualitative deep dive
  21. 21. 17MRMW Chicago, May 2014 @zoedowling While keeping essentials
  22. 22. 18MRMW Chicago, May 2014 @zoedowling Optimize across modes
  23. 23. 19MRMW Chicago, May 2014 @zoedowling Questionnaire Design Best Practices Usability and UX is fundamental Reduce, while keeping the essence Optimize for all screens
  24. 24. Data Integration
  25. 25. 21MRMW Chicago, May 2014 @zoedowling
  26. 26. We started with mobile
  27. 27. 23MRMW Chicago, May 2014 @zoedowling But it isn’t just about mobile It’s the framework New smarter way of tracking Providing greater ROI
  28. 28. Thank you @zoedowling & Wai Jean Loh @AddedValueUS
  29. 29. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  30. 30. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  31. 31. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

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