Go Mobile!
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One thing mobile has taught us beyond a doubt: consumers are in control. Think of one person you know that does not have a smartphone. Coming up short? This is precisely the reason we need to 'Go Mobile' now.
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Go Mobile!
- 1. GO MOBILE David Shanker Lightspeed CEO Americas
- 3. The information we need to make decisions is always at our fingertips.
- 4. Within North America, around 64% of the population will own a smartphone in 2017, an increase of 13% from 2014. 13%Increase from 2014
- 9. A study recently released by Deloitte found that Americans collectively check their smartphones upwards of 8 billion times per day. The average adult checks their phone 30 times a day, and the average millennial checks their phone more than 150 times a day. SMARTPHONES
- 11. 1 IN 5SURVEYS ARE 100% MOBILE COMPATIBLE ONLY
- 13. Too many surveys are: Long Grid intensive Repetitive Boring Not mobile first
- 14. And This is Impacting The Quality of Your Research…
- 15. = 20% Improved Feasibility = 20% Faster Completion = 20% More Diverse Audiences 100% MOBILE COMPATIBLE SURVEYS…
- 16. Getting started… Leverage suit of analytical tools Use survey design service Pilot and test
- 17. APPEND MORE & MORE (BEHAVIORAL) DATA So You Don’t Need To Ask So Many Questions
- 19. USE VIDEO 75 15
- 20. The Philosophy of Good Survey Design Recognize it is a consumer experience Encourage respondents to think Think mobile first when designing surveys Keep survey length under 15 minutes Limit number of open ended questions Use short, concise question text Avoid grids and scrolling Simplify: break questions into component parts Exploit icons and visuals Test all your surveys
- 21. GO MOBILE David Shanker Lightspeed CEO Americas
Editor's Notes
- Hi, my name is David Shanker and I am responsible for Lightspeed and I am here today to talk to you about why it is important to go mobile NOW for any and all of the survey work you do with Consumers. I hope to convince you that it is important to start thinking about shorter surveys that are mobile enabled and device agnostic. And when my 10 minutes are up, you will know the 3 most important things to consider when thinking about all your future surveys
- NEW SLIDE HERE WITH MAP OF WORLD By way of background, Lightspeed is the company within Kantar that builds and manages global panels. In round numbers, we have almost 5M consumers in 40 countries who have joined Lightspeed to take online surveys. They do so because they want to provide input to all of your brands and issues and they also like the incentives they receive when providing their feedback. Last year, Lightspeed completed over 30 million online interviews And its not only consumers who we can speak to online – we have Physician Panels, Patient Panels, B2B panels and Specialty Panels. And we are also known for building bespoke panels for clietns with specific business needs.
- According to data released on November 1 by StatCounter, Mobile Browsing Surpassed Desktop Globally For 1st Time in October 2016 Here I am going to explain why we both love and hate our phones and I will tell a story about how much we Use it in our personals lives (and rely on it) – but why in our MR professional life the phone has been a bust – and Tie this back to surveys
- So, Why mobile for your surveys? Research today requires meeting consumers on their devices. We want them to be able to respond to surveys when they way, how they want and on the device that they wany We need to think mobile and consumer, first. In North American, next year 2/3 of the population will own a smartphone
- And globally, there are approx 2.5B smartphone users
- Every day, consumers are working digitally – they are spending more and more time connected to their devices. This is where they live and this is where they work As consumers increasingly work digitally with numerous connected devices, marketers have the opportunity to harness behavioural information in real time utilising passive measurements.
- And crazy as it seems, for those under the age of 34 – 87% of them are NEVER without their smartphones
- And we all know that the richness of data and insights can be enriched with digital data like pictrues and photos. Well, every day, more than 44% of consumers use their camera to a photo or a video Did you know that on Sanpchat – there are 8B mobile videos viewed per day?
- And we are all pretty obsessive about our phones – the avg adult will check their phone 30 times a day and if you are a millennial, you are checking your phone 150 times/day.
- So, if you don’t believe me yet that surveys need to be shorter, mobile friendly and device agnostic, let me share some data specific to our Panellists In the US, more than 50% of those that join our panels are joining on a smartphone or tablet
- Yet only 1 in 5 surveys are mobile compatible. So we have a lot of consumers who join our panels on their smartphone but not nearly enough surveys for them to take on their smartphones.
- So, we have a lot of demand for mobile surveys but we have low supply
- And that is leading to potential data quality issues Our surveys are…….
- Less engaging surveys means……. David Shanker getting info from Bonnie and Susan F
- Action Item: Can we say something about improved quality? David to check with Bonnie.
- Leverage suit of analytical tools: to help optimize the length of your surveys Use survey design service: to refashion your survey to work on mobile devices Pilot: to test redesigned surveys This industry has an abundance of training opportunities. Conferences, webinars, lectures…take advantage of by sending staff to trainings & workshops so they can learn how to make your surveys more mobile friendly
- As data becomes increasingly integrated, researchers are given more opportunities to boost engagement and shorten surveys. The world of “Big Data” has granted us access to numerous data sources that can be blended with quantitative research. The result is obtaining more insights through fewer questions. This makes writing surveys for mobile users much easier because we can: Be less redundant with our questions Ask simpler questions Break surveys into clear component parts
- Do we have any Frank Kelly slides we can insert here on using Video Open Ends as another reason why Market researchers should be going mobile. I would want to be able to talk about the enriched open ends They can collect – the richness of the data - etc
- Recognise that it is a consumer experience Encourage respondents to think Think mobile first when designing surveys Keep survey length under 15 minutes Limit number of open ended questions Use short, concise question text Avoid grids, scrolling and ensure everything is scaled to fit Simplify: break questions into component parts / thinking chunks Exploit icons and visuals Test all your surveys
- Hi, my name is David Shanker and I am responsible for Lightspeed and I am here today to talk to you about why it is important to go mobile NOW for any and all of the survey work you do with Consumers. I hope to convince you that it is important to start thinking about shorter surveys that are mobile enabled and device agnostic. And when my 10 minutes are up, you will know the 3 most important things to consider when thinking about all your future surveys