1. May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by

2. Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW

3. Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW

4. UNLOCKING MOBILE,
RESPONDENT FIRST
Jon Sadow
jsadow@google.com
Product Manager
Google Consumer Surveys
Why working together as an industry to
prioritize the respondent is the key to
success for mobile research.
May 2014

5. 2014: THE YEAR OF MOBILE1999:2007:2013:1973: THE AGE OF MOBILE

7. MOBILE IS NOT A TREND, IT’S A REALITY.

8. So, how are researchers
leveraging mobile?

9. SOURCE: GRIT Report, 2014.
For the most part, they aren’t.
Only 27% of researchers used mobile at all
in 2013. A growth of just 4%!

10. MEANWHILE, IN 2014, MOBILE DIGITAL AD SPEND
WILL GROW 55%. DESKTOP WILL GROW <1%.
SOURCE: eMarketer 2013.

11. Okay, well what about the researchers
that are going mobile?

12. Many keep using the
same long surveys...

13. ...and panelists...

14. ...but on mobile screens.

15. SOURCE: EXPERIAN, MAY 2013.
Smartphone users’ daily freetime:
26 MINUTES.

16. Other researchers reserve mobile for one-off
“mobile optimized” projects.

17. WHAT
IS
MOBILE
OPTIMIZED
RESEARCH?
○ Shorter surveys
○ Special device formatting
○ Easier questions (i.e. no grids)
○ Use of rich media

18. But to most researchers,
“mobile optimized” sounds like:
EXTRA
WORK
LESS
DATA
OMG !!
NO
GRIDS??
The result? Researchers are reluctant to go mobile.

19. ○ context & location
○ video & audio
○ diaries
○ ethnography
Mobile presents a tremendous opportunity.
○ global reach
○ respondent scale
○ lower cost
○ faster turnaround

20. SO, HOW CAN THE INDUSTRY AVOID FALLING BEHIND?

21. COLLABORATION
CLIENTS + SUPPLIERS + PLATFORMS

22. Adopt a respondent first
research strategy, today.
Researchers:1. Clients

23. FROM MOBILE OPTIMIZED
TO RESPONDENT OPTIMIZED

24. WHAT
IS
RESPONDENT
OPTIMIZED
RESEARCH?
○ Same principles as mobile friendly
○ Single, cross-platform survey design
○ More frequent, nimble projects
○ Better value exchange with respondents
○ Leverage behavioral & inferred data

25. Develop & educate clients about practices like
modularization, stitching, data fusion and batched
longitudinal studies.
Researchers:2. Suppliers

26. Build technology to support respondent
optimized research and unlock mobile’s
potential.
Researchers:3. Platforms

28. 1B+ ANDROID DEVICES IN 2014

29. MORE THAN 500K DOWNLOADS OF GOOGLE
OPINION REWARDS IN 4 COUNTRIES

30. 2014
40
COUNTRIES
40
LANGUAGES
1
PLATFORM

32. RESEARCHERS CAN
LEVERAGE MOBILE
TO HELP
LEAD THEIR ORGANIZATIONS

33. BUT THEY MUST START TODAY.

34. Thank you!
Jon Sadow
jsadow@google.com
Product Manager, Google Consumer Surveys

35. Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW

36. Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW

37. May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by