Presented by Ben Leet, Sales Director, uSamp & Richard Merrick, New Business Director, uSamp at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

2. TITLE SPONSOR
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3. MEDIA & ASSOCIATION PARTNERS
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4. Mobile Methodology:
Quality and Validation
MRMW Conference, 9th October 2013
Ben Leet
Richard Merrick
Sales Director
uSamp UK
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New Business Director
uSamp UK
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DALLAS
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LONDON
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NEW DELHI

5. What we’ll be talking about today
1. The Emergence of Mobile
2. Case Study:
Mobile vs. Online Data Quality
3. Ensuring Mobile Data Quality
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6. Let’s start with a familiar sight…
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7. Back a step:
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8. The New Dawn!
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9. Dawn or Sunset?
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10. Different Modes, Same Challenge
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11. MR is losing the battle for consumers’ time
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12. MR is losing the battle for consumers’ time
Market Research
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13. How do we buy their time?
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14. 6% of people in the UK would rather live without their
significant other…
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15. …and, we can’t get enough of our mobiles
Where is your phone
when you sleep?
Percent of time during day
phone is within arm’s length
56% Within reach of my bed
24%
14%
45%
19%
In the bedroom
In another room
70+% of
the time
Use smart phone within
10-15 minutes before sleeping?
Within 5 minutes
31%
90+% of the time
64%
How quickly do you use your
smart phone after waking?
30%
100% of the time
6 – 30 minutes
24%
15%
65%
30 mins. – 2 hrs.
YES
NO
35%
2 hrs. +
Source: uSamp Mobile Study, June 2013
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16. Quality of Mobile Responses
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17. Big Driver of Quality Data for Mobile
User Experience
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18. Surveys on Smartphones = A Great Experience
In the moment
Convenient
Preferred Survey Mode
Easy
75%
Interesting 59%
Fun
50%
42%
55%
Source: uSamp Mobile Study, November 2012
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19. Mobile vs. Online Case Study: Response Rates
Mobile respondents responded well, despite a tougher task
MOBILE
ONLINE
Initial response to invitation
9.0%
4.4%
Completed screener
86%
92%
Began main survey
92%
100%
Completed survey
86%
99%
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
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20. Mobile: in-the-moment yields higher quality data
Mobile
Online
Confidence in recalling specific brands
HIGHER
LOWER
“Satisficing”
LESS
MORE
Social desirability errors
LESS
MORE
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
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21. Mobile: Rich data collection
AUDIO
19.5
Percent 30 words or more
17.3
18.7%
Open end word count
TYPED
15.3%
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
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22. Design Is Everything
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23. Ensuring Data Quality
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24. Learning from our past… there is no magic bullet
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25. Quality techniques in the mobile environment
Respondent Management
Recruitment
User Modeling
Source Testing
Red Herrings
Registration Scoring
Geo-specific Tracking
Algorithmic Analysis
Geo-fencing
Respondent on-boarding
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Rich Media Capture
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26. Geo-Validation
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27. Rich Media Validation
Pilot study photos:
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28. Quality in Emerging Markets?
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29. GREATER NEW YORK
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30. If you remember one slide, this is it…
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31. On the horizon…
• Image recognition
• Automated photo coding
• Dial testing
• Audio transcription
• Behavioral monitoring
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32. Ben Leet
Richard Merrick
Sales Director
uSamp UK
GREATER NEW YORK
|
New Business Director
uSamp UK
LOS ANGELES
|
DALLAS
|
LONDON
|
NEW DELHI

33. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
WWW.MRMW.NET
NETWORKING SPONSOR

34. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

35. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET