This document summarizes a conference on mobile research methods that took place from May 27-30, 2014 in Chicago. It discusses best practices for conducting device-agnostic brand tracking surveys across multiple modes like mobile, tablet, and desktop. Specific topics covered include sample composition for different device types, shortening questionnaires while keeping essential questions, and optimizing question design and data integration across modes. The conference aimed to help market researchers drive best practices in multi-mode surveys.

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. The Survey is not supported by your device:
Driving best practices in device-agnostic brand tracking
Zoë Dowling, Ph.D. & Wai Jean Loh, Added Value
MRMW Conference, Chicago, May 2014

5. 1MRMW Chicago, May 2014 @zoedowling
Ready or not, multi-mode
surveys are here
5%
20%
40%

6. 2MRMW Chicago, May 2014 @zoedowling
New screens on the block…

7. 3MRMW Chicago, May 2014 @zoedowling
Device Agnostic

8. Building Best Practices

9. Mobile Research is not ‘lift and shift’.
But don’t throw the baby out with the
bathwater.
General Mills

10. 6MRMW Chicago, May 2014 @zoedowling
+
R&D rethinking 20+ minute
tracking studies
CELL 1
 PC only
 Traditional Panel
 n=600
 12 minute q’re
CELL 2
 Mobile Only
 Split Panel &
Dynamic Sourcing
 n=600
 6 minute q’re
CELL 3
 PC/Tablet
 Split Panel &
Dynamic Sourcing
 n=600
 6 minute q’re
Client mobile studies
+
Kantar research on sample
sources and questionnaire
design

11. Sample

12. Sample design was haunting me. Who are we
leaving out? Who are we ignoring? Which
consumers and which voices are we amplifying
that maybe we shouldn’t be?
Jim Kohl | Director, Consumer Insights
Career Education Corporation

13. 9MRMW Chicago, May 2014 @zoedowling
Younger and more diverse, amplified with mobileYounger and more diverse
MOBILE
PC
TRADITIONALPANEL
DYNAMICSOURCING

14. 10MRMW Chicago, May 2014 @zoedowling
Differences beyond demographics
Brand A
Brand A
MOBILE
PC
TRADITIONALPANEL
DYNAMICSOURCING

15. 11MRMW Chicago, May 2014 @zoedowling
Sample composition as opposed to survey mode

16. 12MRMW Chicago, May 2014 @zoedowling
Be Device Agnostic
Know thy sample
Embed
Sample Best Practices

17. Questionnaire Design

18. Design is holistic. Respondents don’t care that
one person wrote the questions, but another
programmed the instrument, and a third
designed the interface.
Mick Couper
Designing Effective Web Surveys

19. 15MRMW Chicago, May 2014 @zoedowling
Usability and UX: fundamental for the small screen
Lack of context Increased cognitive
load
‘Fat finger’ syndromeNeeds to be easy to
read and scan

20. 16MRMW Chicago, May 2014 @zoedowling
Shortening the questionnaire: an exercise in ‘letting go’
Advanced analytics Experimental design ‘Human Element’Qualitative deep dive

21. 17MRMW Chicago, May 2014 @zoedowling
While keeping essentials

22. 18MRMW Chicago, May 2014 @zoedowling
Optimize across modes

23. 19MRMW Chicago, May 2014 @zoedowling
Questionnaire Design Best Practices
Usability and UX is fundamental
Reduce, while keeping the essence
Optimize for all screens

24. Data Integration

25. 21MRMW Chicago, May 2014 @zoedowling

26. We started with mobile

27. 23MRMW Chicago, May 2014 @zoedowling
But it isn’t just about mobile
It’s the framework New smarter way of tracking Providing greater ROI

28. Thank you
@zoedowling & Wai Jean Loh
@AddedValueUS

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

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

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