Now we have smartphones, shouldn't we try to be smarter about surveys? Andrew Jeavons - Executive Vice President - Survey Analytics Traditional web versus smartphone surveys: developing an innovative approach to surveys. Ensuring that surveys are simple and fast for respondents. Adapting NPS for smart phones: presenting interesting proposals and experimental studies.

1. Now we have smartphones,
shouldn't we try to be smarter
about surveys?
Andrew Jeavons
Executive Vice President
Survey Analytics

3. • Guidelines/suggestion for mobile surveys
– 10-7-140
• Adapting popular construct for
smartphones
– NPS (Net Promoter Score)

4. The Age of Aquarius is over. It’s the age of instant….and it is a GOOD thing…

5. Questions per survey
Options per Question
140 characters question text

6. Net Promoter Score
and
Smartphones

7. Discriminates against people with fat fingers……

8. On Scales
• I hate scales.
• We don’t think in scales.
• We don’t act in scales.
• I don’t get up in the morning on a scale of 0-
10.
• I don’t drive a car on a scale of 0-10.
• We don’t get married on a scale of 0-10.
• Scaling behavior is illogical.
– And yes, that goes for propensity to behave.

9. As Hofmeyr (2007) puts it:
“In sum: we are heuristic decision makers.
We may sometimes feel that we’re agonising over a decision.
But mostly we decide fast and effectively;
with minimal use of energy and little reference to multiple attributes....”
We tend to be behaviorally discrete.
Discrete Conjoint

10. How about we just ask some simple questions ?
Radical huh ?
Mobile has to be:
Simple
Quick
Easy

11. “Yond Cassius has a lean and hungry look, he thinks too much; such men are dangerous.”
Julius Caesar Act 1, scene 2
Thinking is not always required.
Kahneman Type I and Type II processing.
We want surveys answered the way people behave.
Thinking can be dangerous…see Caesar…

12. Discrete NPS: just ask…..
Recommend
Neither
Not recommend
Note for foreigners: This is a Hershey’s Kiss.

13. SurveyAnalytics standard NPS Slider NPS - Android/iPhone
Discrete NPS 3 point Discrete NPS 3 point
N=1757 total N=2567 total

14. Standard NPS Discrete NPS
Promoters: 38% Promoters: 75%
Passive: 28% Passive: 16%
Detractor: 34% Detractor: 9%

15. Slider NPS Discrete NPS
Promoters: 42% Promoters: 73%
Passive: 22% Passive: 15%
Detractor: 46% Detractor: 12%

16. So what ?
Paper – CATI –Web – Mobile ?
Mobile will force new ways…
Cognitive Pollution.
Which will mean…new data.

17. Mobile is important because it is immediate.
It is about now, not recall, not the past.
And we make decisions now.
We can’t “beat it to death” (Betty Adamou)
with our old ways.
It will challenge some old assumptions and ideas.
Privacy is changing.
Shadow Cities.
In the end it gets us closer to real life.

18. “The glass is falling hour by hour, the glass will fall for ever,
But if you break the bloody glass you won't hold up the weather.”
“Bagpipe Music” - Louise MacNeice

19. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
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