New strategies for improving the survey experience mobilized, shorter, bite size surveys - gmi

March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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NEW STRATEGIES FOR
IMPROVING THE
SURVEY EXPERIENCE:
MOBILIZED, SHORTER,
BITE SIZE SURVEYS
MRMW Asia-Pacific
4TH MARCH 2014
Presented by:
Efrain Ribeiro

Copyright © 2014 GMI. Proprietary and Confidential. All rights reserved.
INTRODUCTION

ABOUT GMI
1999 27 650
4,000 7020,000
Established in 1999, GMI
has been a leader in online
research for over a decade.
With a staff of 650
employees, we understand
the nuances of local markets.
27 offices in 15 countries
throughout North America,
Europe, and Asia Pacific.
GMI services 4,000 satisfied
clients across the research
supply chain.
Through operational
excellence, we serve 20,000
research projects a year.
Through our global
capabilities, we conduct
research in over 70 countries.
4 Million
Over 4 million double opt-in
panelists ready to take
surveys.
40
Panels in 40 countries across
the Americas, Europe, the
Middle East, and Asia Pacific.

YOUR PARTNERS IN RESEARCH
Business issue
Research
design,
questionnaire
development
Survey
programming
Analysis,
reporting,
insights
YOU
Panels and
data
collection

WHY MOBILE
RESEARCH?

MOBILE IS OUR LIVES

THE GLOBAL
MARKET FOR
TABLETS
GREW 54%
IN 2013.
Source: Gartner October 2013

IN CHINA LAST YEAR, THERE
WERE MORE PEOPLE
ACCESSING THE INTERNET
VIA MOBILE VS. PC
Source:CNNIC 1/13, from KPCB Mary Meeker Annual Report

1.5 BILLION
SMARTPHONE
SUBSCRIBERS
GLOBALLY - 21%
PENETRATION,
WITH A 31%
GROWTH IN
2013!
Source: KPCB Mary Meeker 2013 Report

GMI’S CAPABILITIES
TECHNOLOGY CONSUMER
PANEL
SURVEY
PROGRAMMING

• Customer data
• Mobile operator data
• Other survey data
• Store card data
• ISP data
• Surveys
• Diaries
• Barcode scanning
• Polls
• Photo, video /
audio capture
• Mobile Usage
• Ad Exposure
• Location awareness
• Audio Sampling
• Biometrics
• Share / rate
• Collaborate
• Score / compete
• Researcher
moderator
PASSIVE
ACTIVE SOCIAL
DATA
INTEGRATION /
FUSION
MANY TYPES OF
MOBILE DATA COLLECTION
HOW DO
WE MAKEIT
POSSIBLE?

• Rich respondent experience
• On or off line completion
• Utilizes phone features
(camera, GPS)
• ‘Passive’ features can be
integrated
• Need to be created for each
mobile OS
• Data costs
1. APPS
TECHNOLOGY

• Device detection tool to optimize for
web surveys for mobile devices• to
• Cheap to create and deploy
• Same survey can be used for both
mobile and non-mobile
• Few web surveys optimized for mobile
browsers
• Requires continuous data/WiFi
connection
• Can’t utilize yet native device features
(camera or GPS)
• Data costs
TECHNOLOGY
2. BROWSER

CONSUMER
PANEL
3. GLOBAL PANEL

4. USABILITY
Easy to access survey list Easy to monitor Market
Points account
Thorough list of self-help
questions and in-country
email support
Mini-polls increase panelist
engagement and offer
clients a quick snapshot
DESIGNED FOR
SURVEY
PROGRAMMING

SURVEY QUESTIONS
• Single / multiple
choice
• Open ends
• Text / info screens
• Date / time capture
• Standard lists
• Ranking
• Single / multi slider
• Numeric / text opens
• Image display and photo
capture
• Video display
• Audio playback
• Barcode / QR scanning
SURVEY FEATURES
• GPS / location stamps during survey
• Question routing, filtering, masking and text piping
• mCAPI set up for interviewers
• Supports 35+ languages (including Arabic and Chinese)
SURVEY
PROGRAMMING
5. SURVEY
QUESTIONS & FEATURES

GMI EXPERIMENTS
IN MOBILE RESEARCH

CLIENT ISSUE: What is the quality and consistency of
mobile respondents from Mobile suppliers & panels
RESEARCH:
Methodology review, and controlled
field tests with key suppliers
RESULTS
Standardized and systematic on-boarding
global process at GMI for Mobile suppliers

LEARNINGS FROM
OUR EXPERIMENTS
1.
UNDERSTANDING
THESOURCE
OF YOUR
RESPONDENTS
IS CRITICAL FOR THE
QUALITY OF YOUR
MOBILE RESEARCH

DIFFERENT SOURCES,
DIFFERENT BIASES
EMERGING
MARKET
EVALUATION
RESEARCH
IDENTIFIES KEY
DIFFERENCES
AMONG MOBILE
SOURCES

CLIENT ISSUE: My survey cannot be reduced to 10 or 15
minutes, what alternatives do I have if I also want to
collect information from Mobile users?
RESEARCH: A parallel test between a long
and a modularized version of a survey
RESULTS:
Fusing results from modularized surveys achieves
similar results as long surveys with positive
respondent satisfaction-promising results!

LEARNINGS FROM
OUR EXPERIMENTS
1.
UNDERSTANDING
THE SOURCE
OF YOUR
RESPONDENTS
IS CRITICAL FOR
THE QUALITY OF
YOUR MOBILE
RESEARCH
2.
MODULAR
SURVEYDESIGN
WORKS
AND
RESPONDENTS
APPRECIATE IT

WITHIN
(OneSet)
ACROSS(severalsets)
MODULAR SURVEY DESIGN -
“CHUNKING”
WITHIN RESPONDENTS
Primary focus was mobile – but chunking may be useful beyond mobile
ACROSS RESPONDENTS

CHUNKING
ENJOYED…
• Start & stop
• Re-enter at specified point
“
“
“I like breaking the survey up
into sections. Great Idea!”
“I like how the survey was
divided into different
sections. Sometimes, it's
very hard to complete long
surveys in one sitting.”

GMI LISTENING TO
OUR RESEARCH
PARTICIPANTS

1. SURVEY TAKING ACTIVITIES

KEEPING UP WITH A CHANGING WORLD
Singapore data from 1067 completes November, 2012
COMPUTER TABLET SMARTPHONE
Daily 86% 71% 83%
5 times per week 6% 6% 5%
3 times per week 3% 9% 4%
1 time per week 3% 8% 2%
Less than 1 time per week 2% 6% 6%
HOW OFTEN DO YOU USE THESE DEVICES TO ACCESS THE INTERNET?
OVER 80% of mobile device
owners use their MOBILE DEVICE
DAILY to access the internet.

TIME WILLING TO SPEND ON SURVEYS
74% OF SMARTPHONE USER WOULD NOT BE
WILLING TO SPEND MORE THAN 15 MINUTES
COMPLETING SURVEYS
MAXIMUM TIME DOING
SURVEYS:
COMPUTER TABLET SMARTPHONE
5 minutes or less 8% 13% 28%
Singapore data from 1067 completes November, 2012

2. MOBILE ADVANTAGES

RESPONDENTS LIKE TO USE
MOBILE DEVICES FOR SURVEYS
0
5
10
15
20
25
30
35
40
45
50
much more a little more no difference a little less much less
mobile
online
AMONG MOBILE WEB
RESPONDENTS, 34% MUCH
MORE LIKELY TO
TAKE ANOTHER MOBILE
SURVEY
80% OF MOBILE
RESPONDENTS
DESCRIBE
EXPERIENCE AS
“VERY EASY”

RESPONDENTS ARE
MOBILE READY
“You need to find a way to
make all your surveys work this
[way]. At one point last week I
had 9 surveys waiting for
me...none of which could be
completed on the phone. I had
to find time to go sit at my
home computer”
“Thank you glad to
use my smartphone to
complete the survey”
“Love the fact I
could take this
survey on my
iPad”
Finally, a decent
survey, I can park my
Netbook now and
prefer to use my
tablet...

CONSIDERATIONS FOR
IMPROVING THE MOBILE
SURVEY EXPERIENCE

Shorter
surveys =
higher
completion
rates
—Higher
completion
rates = reduce
bias + improve
quality
—Shorter
surveys =
higher
respondent
satisfaction
—Higher sat =
better
respondent
retention
—Higher
retention =
increases
respondent
access
1. GUIDING PRINCIPLES: SUSTAINABILITY
RESPONDENT
ACCESS
CYCLE

2. RESPONDENT SOURCE MATTERS
SOURCE MANAGEMENT FOR
REPRESENTIVITY
• Panel vs. Dynamic/River
• Different Demographics
• Blending Sources
• Leveraging Pre-collected
Info
• Maximizing
Sampling/Targeting
Capabilities

3. RIGHT SURVEY TOOLS TO ENABLE ACCESS
EASE IN ACCESS = ENGAGEMENT
• “Lite” Script for Quick Loading
• Automated Device Detection
• Adaptive Design-One Script for
Online & Mobile
• Robust Real Time Field Reporting

4. NOT ALL MOBILE DEVICES EQUAL
FEATURE
PHONE
KEY PAD
SMARTPHONE
TOUCHSCREEN
SMART PHONE
TABLET/I-PAD
COMPUTER /
LAPTOP
Basic Question
Types
l l l l l
Advanced
Question Types
l l l l
Grids & Sliders l l l
Large Image
Displays
l l
Geo Location l l l
Custom App
Interaction
l l l
Kinesis Survey-Evolving Best Practices 2011
DESIGN
SURVEYS FOR
BROAD
ACCESS
& ENSURE
COMPATIBILITY

5. SHORTER SURVEYS = RETENTION
UNDERSTANDING IS
EVOLVING
• ~15 Question / 15
Minutes Limit
• More Questions if
Designed with
Mobile in mind
• River Respondents
Less Patience
SHORTER=BETTER

6. SOME THINGS TO AVOID
FEATURE PHONE “DON’TS”
• Use of matrix grids
• Long attribute & brand lists
• Non-essential images or
logos
• Limit open ends
• Lengthy, complex questions
• Use of Flash apps

7. CHUNKING FOR EXTENDED SURVEYS
GMI
PIONEERED
• Has the research
and expertise to help
you make this
technique work
• Frank Kelly & Jon
Puleston – GMI
Survey Design
Experts
REDUCES SURVEY
LENGTH
• Best on
complex
surveys which
require more
information &
access to key
populations
ON MULTIPLE
DEVICES
• Works on
traditional and
mobile
delivered
surveys

WORKSHOP ACTIVITIES
YOU HAVE BEEN ASKED TO
DEVELOP & FIELD A SURVEY
TO RESPONDENTS VIA
MOBILE DEVICES IN :
• Group 1- South Korea
• Group 2- India
• Group 3- Australia
• Group 4- Singapore
DETERMINE:
• Who would be your target?
• How would you maximize
user access on Mobile?
• Design considerations in
the questionnaire that
would be important?
• Why it can work on Mobile

GROUP 1 - SOUTH KOREA
• Topic- 1-Week Beverage Diary- Alcohol
• LOI- 5 Minutes per day
• Population-48.9M
• Penetration Rates
◦ Internet - 84%
◦ Smartphone - 73%
◦ Feature Phone - 23%
◦ Mobile Internet – 75%
◦ Tablet-11%
◦ Literacy-99%

GROUP 2 - INDIA
• Topic- Health & Wellness –
National Personal Care
• LOI- 25 Minutes
• Population-1,221M
◦ Internet - 12%
◦ Feature Phone - 80%
◦ Mobile Internet- 11%
◦ Tablet- 2%
◦ Literacy- 74%

GROUP 3 - SINGAPORE
• Topic- Dining Brand Experience
• LOI- 2 X 20 Minutes with fotos
• Population-5.5M
◦ Internet - 73%
◦ Mobile Internet-64%
◦ Tablet- 47%
◦ Literacy- 93%

GROUP 4 - AUSTRALIA
• Topic- Fast-Food Diary
• LOI- 1-Week, 5 Minutes per day
• Population-22.3M
◦ Internet - 81%
◦ Feature Phone- 23%
◦ Mobile Internet-59%
◦ Tablet- 36%
◦ Literacy- 96%

THANK YOU!

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