Towards an   Understanding of   Smartphones as a    Survey PlatformElaine B. Coleman, Ph. D, Resolve Market Research & Dea...
Lead BiographiesElaine Is Chief Research Officer and Co-Founder of Resolve Market Research, aleading global research consu...
How does mobile   compare?
Sample    Sample                       N=1480       N=1000    Panel 1                                          Panel 2Onli...
The study was executed via an online and mobile survey from(April 13 – April 28, 2011) among a national US sample of 866iP...
Comparing the ExperiencesMobile                Online
Mode Comparisons…
Are you downloading more or fewer apps on                         your smartphone now that you are using your             ...
For the next tablet device you purchase, what                                      size tablet would you most prefer?     ...
Content is now accessible across multiple devices                     (smartphone, tablet, PC, laptop, TV set, etc.). Whic...
Do you pay attention to                                                      Have you noticed any             advertisemen...
Where do you use your tablet device at work?            70%            60%            50%            40%            30%   ...
Research Operations   Comparisons
Qualified Completes                   1000                    100                    200                    300           ...
Response Rates          Mobile      Online50%45%      43%40%35%30%                               24%25%20%15%10%5%0%      ...
How can we make the mobile survey platform experience  actionable for our clients?
Mobile Surveys or Polls                          But who wants to answer a 40Polls work Great!        question survey on t...
Innovate on the Sampling        StructuresThat require “Big Data” Managing and analyzing large volumes of data in real-time
Close Approximate Match    This is John….                      This is Jon….              This is Johnny….Age: 21Ethnicity...
I have a survey that is 40 questions         John 1                                 long that we plan to distribute via   ...
Expect all Johns to answer in the          same approximate wayAggregated as a cohort  group –with little      variance.  ...
Aggregate Responses                John                       This enables                       clients to               ...
Historically, with every newtechnology or research methodcomes an “effect” that needs tobe understood separately from     ...
Historical Effects                         Face-to-Face:The “Hawthorne Effect” “Demand or Pleasing Effect”      “Responden...
Historical Effects                              Online:The “Anonymity Effect” “The Power of Invisibility”  “There is a ten...
Historical Effects      Mobile:The “________ Effect”        …
4 Calls to Action• Conduct more studies to “cognitively unpack” the Mobile  Effect• Develop new types of sampling methodol...
QuestionsElaine.Coleman@Resolvemr.comDean@Thumbspeak.com
Presented at:                               Market Research in the                               Mobile World             ...
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Mobile versus online: modality considerations for data quality

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Mobile versus online: modality considerations for data quality

Elaine B. Coleman - Co-Founder & Chief Research Officer - Resolve Market Research
Dean Wiltse - Founder & President – Thumbspeak

Examining how technology-driven data applications have become viable options for ascertaining consumer feedback. Determining the implications for mobile applications for delivering data quality to brands. How to motivate consumers to respond quickly to branded information through channel novelty.

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Mobile versus online: modality considerations for data quality

  1. 1. Towards an Understanding of Smartphones as a Survey PlatformElaine B. Coleman, Ph. D, Resolve Market Research & Dean Wiltse, Thumbspeak
  2. 2. Lead BiographiesElaine Is Chief Research Officer and Co-Founder of Resolve Market Research, aleading global research consultancy with unique insight into how technologies anddigital media transform consumers and audiences alike. Elaine holds a Ph.D. inCognitive Science from the University of Toronto and was awarded a McDonnellPost-Doctoral Fellowship which was held at UC Berkeley. Coleman has been anexecutive of consumer research and product design for over 15 years. Her expertisein designing actionable research has attracted clients from wireless, games,technology, sports marketing and home entertainment.Dean Wiltse is a market visionary who has pioneered multiple game-changingproducts and services including Mobile Relationship Marketing and OnlineCommunities. Dean is the founder and President of Thumbspeak LLC and was theformer CEO of Greenfield Online. Thumbspeak LLC focuses exclusively on leveragingsmart phone technology to create a disruptive approach to gathering data forcustomer feedback and marketing research while encouraging advocacy and buildingloyalty. After being hired as CEO of Greenfield Online in 2001, he immediatelyrecognized an opportunity to transform the business model. Under Dean’sleadership, Greenfield completed a successful IPO in 2004, a secondary offering laterthat same year and the purchase of Ciao in 2005, which led to the eventual sale ofthe company to Microsoft in 2008. In 2005, he was nominated for Ernst & Young’s‘Entrepreneur of the Year’ award and Research Magazine’s ‘Marketing Industry CEOof the Year’ honor. Dean is the author of – ‘Weapons of Mass Collaboration: How toUse Online Communities to Drive Competitive Advantage’.
  3. 3. How does mobile compare?
  4. 4. Sample Sample N=1480 N=1000 Panel 1 Panel 2Online n=366 iPhone Survey Topic Mobile n=500 iPhone and Tablet Owners and Tablet Owners Tablets
  5. 5. The study was executed via an online and mobile survey from(April 13 – April 28, 2011) among a national US sample of 866iPhone and Tablet OwnersGroup Base Description Those who completed the survey from an online,Online platform N=366 computer platform Those who completed the survey using their mobileMobile platform N=500 device via the Thumbspeak ApplicationTotal Sample N=866 US Tablet owners and usersControlled for: Identical questions and stubs, fieldwork period, genderbreakout, median age and age groups, business and personal tablet usage,base sizes with the mobile sample were randomly selected.The margin of error for the full sample is +/- 4%, higher for subgroups.
  6. 6. Comparing the ExperiencesMobile Online
  7. 7. Mode Comparisons…
  8. 8. Are you downloading more or fewer apps on your smartphone now that you are using your tablet device? Online Platform Mobile Platform 3% 6% 17% More 19% Fewer 46% No change 34% 48% 27% Not sure N=366 N=500Q9: Are you downloading more or fewer apps on your smartphone now that you are using your tablet device?BASE: N=866
  9. 9. For the next tablet device you purchase, what size tablet would you most prefer? The largest size possible (i.e., 16 inches or 5% more) 7% Mobile 9% Platform The same size as my laptop (i.e., 15 inches) 7% 348 Online Small enough to fit in my purse or briefcase 58% Platform (i.e., 10 inches) 67% 500 Small enough to fit in my back pocket (i.e., 7 13% inches) 10% 15% Not sure 9%Q5: For the next tablet device you purchase, what size tablet would you most prefer?BASE: N=866
  10. 10. Content is now accessible across multiple devices (smartphone, tablet, PC, laptop, TV set, etc.). Which devices do you use to watch your favorite TV and movie programming? 80% 70% 60% 50% 40% Online 30% Platform 20% 348 10% Mobile 0% Platform 500Q16: Content is now accessible across multiple devices (smartphone, tablet, PC, laptop, TV set, etc.).Which devices do you use to watch your favorite TV and movie programming? Base: N=848
  11. 11. Do you pay attention to Have you noticed any advertisements while using advertising while you are your tablet device? using applications? 73% 68% 67% 55% 45% 32% 33% 27% Yes No Yes No Mobile Platform 366 Online Platform 500Q14: Do you pay attention to advertisements while using your tablet device? Base: N=866
  12. 12. Where do you use your tablet device at work? 70% 60% 50% 40% 30% 20% 10% 0% At my desk In meetings During Business On Other I dont use presentations lunches conference my tablet at calls the workplace Online Platform Mobile Platform 348 500Q7: Where do you use your tablet device at work?Base: N=866
  13. 13. Research Operations Comparisons
  14. 14. Qualified Completes 1000 100 200 300 400 500 600 800 900 0 700 4/13/2011 4/14/2011 4/15/2011 Full 4/16/2011 4/17/2011 Point 4/18/2011 Mobile 4/19/2011 4/20/2011Date Online 4/21/2011 4/22/2011 4/23/2011 Completion Rates 4/24/2011 4/25/2011 4/26/2011 4/27/2011 Full Point
  15. 15. Response Rates Mobile Online50%45% 43%40%35%30% 24%25%20%15%10%5%0% Response Rate
  16. 16. How can we make the mobile survey platform experience actionable for our clients?
  17. 17. Mobile Surveys or Polls But who wants to answer a 40Polls work Great! question survey on their phone?How can we extract valid and reliable samples from mobile?
  18. 18. Innovate on the Sampling StructuresThat require “Big Data” Managing and analyzing large volumes of data in real-time
  19. 19. Close Approximate Match This is John…. This is Jon…. This is Johnny….Age: 21Ethnicity: CaucasianEnvironment: Lives at homeOccupation: University Student on a scholarshipOnline Interests: Avid Pandora UserActivity: Sends 50 texts per day Commonalities across all of our JohnsHobbies: Plays video games 2 hours per dayEntertainment: Cord Cutter who watches HULUplus on a laptop at least 8+ hours per week
  20. 20. I have a survey that is 40 questions John 1 long that we plan to distribute via mobile. John 2 -Next Approximate Match John 3 – Next Approximate MatchAnswers the first module of 10 questions then stops. Answers the second 10 question module thenMatching Variables stops. City, State Media Consumption And so forth until the John Group has completed 4 Age, Gender, Ethnicity Marital Status modules of 10 questions Online Behaviors Occupation
  21. 21. Expect all Johns to answer in the same approximate wayAggregated as a cohort group –with little variance. Each individual’s responses are aggregated with others in their cohort and represent a more robust set of opinions of one type respondent.
  22. 22. Aggregate Responses John This enables clients to distribute a 25 minute mobileKari questionnaire with the contextual benefits of a mobile Victor experience.
  23. 23. Historically, with every newtechnology or research methodcomes an “effect” that needs tobe understood separately from its novelty
  24. 24. Historical Effects Face-to-Face:The “Hawthorne Effect” “Demand or Pleasing Effect” “Respondents take on the goal of pleasing the experimenter.”
  25. 25. Historical Effects Online:The “Anonymity Effect” “The Power of Invisibility” “There is a tendency to be more disparaging, inflammatory or honest.”
  26. 26. Historical Effects Mobile:The “________ Effect” …
  27. 27. 4 Calls to Action• Conduct more studies to “cognitively unpack” the Mobile Effect• Develop new types of sampling methodologies make mobile actionable for business and product• Develop elegant, easy mobile UI’s for end user experiences• Think about “Big Data” and develop real-time data processing applications for research
  28. 28. QuestionsElaine.Coleman@Resolvemr.comDean@Thumbspeak.com
  29. 29. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter

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