Mobile Webinar – Best Practices in Mobile Research

February 29, 2012

Mobile Research Series

Part 1 Best Practices in Mobile Research

Part 2 ROR on Mobile Research

Part 3 Mobile Research How to

By 2015, 62% of mobile phones will be “SMART” Mobile  traffic  has  

nearly  tripled  since  ‘08    

Over  15%  of  Google  searches  are  via  mobile    Explosion  of  growth  in  tablet  computers  

Mobile    web  

Dual Mode Communities

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It’s a jungle out there...  • Many  operaCng  systems  

• Unique  browser  applicaCons  

• Different  input  modaliCes  

•  Screen  size/resoluCon  

•  Lack  of  Adobe  Flash/Javascript      

6,500    

web-­‐enabled  devices  

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Supported Devices

ANDROID  

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Supported Early Q2

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Mobile Web – Device Detection

• Sniffer to automatically identify supported devices

•  Brower stats collected •  Identify which device they used •  Use in conditional logic •  Use for reporting

Mobile Web – the Good •  Members don’t have to download anything •  Provides ability for dual mode data collection

–  desktop and/or mobile •  Flexibility •  Broader representation of target market •  Single survey creation Limitations •  No photo/video upload •  No location based push of surveys

Why should you use Mobile?

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1.  BETTER EXPERIENCE •  We know some panelists complete via mobile despite the

bad experience, now they will have a good mobile experience

2.  INCREASE RESPONSE RATES •  Encourage the more elusive segments to participate:

travelers, younger demo, tech savvy

3.  IN SITUATION RESEARCH •  Get them where they are, while they are experiencing

the situation/event

Author Once.. Deploy Everywhere…

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Best practices for mobile… Profile  for  smartphone  ownership/usage    

     

Communicate  flexibility  and  choice        

Maximize  screen  space        

Design  surveys  from  the  ground  up  with  mobile  in  mind    

Be  Aware  of  supported  ques@on  types              

Be  mindful  of  survey  length              

QA  for  both  mobile  and  desktop    

Profile for Mobile

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Leverage the Mobile Usage Survey Template Understand……….

1.  How many of your members have smartphones

2.  How they use their phone 3.  Their willingness to take mobile surveys

Communicate Mobile Option

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Communicate the ability to do Mobile Surveys Let them know they have flexibility in how they respond

1.  Portal content 2.  Newsletters 3.  Email invites 4.  Email subject lines

Maximize Screen Space

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REAL ESTATE AT A PREMIUM

1.  Clients will have a blank mobile skin

2.  Option to have custom mobile skin created

Study Design

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Three options 1.  Desktop and mobile 2.  Mobile only 3.  Desktop only

•  Dual mode will become the default

•  Mobile only and Desktop only require a reason for forcing a single mode

Select Mode

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Question Design •  Screen space is at a premium

•  Be concise

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All of your favorite question types – redesigned from the ground up

Question Types

Single Choice

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Multi-choice

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Numeric (open end and sliders)

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Date

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Single Choice Grids: grids, card sorts and sliders

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Multi Choice Grids

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Allocation (Grids and Sliders)

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Everything else •  Open Ends •  Text Instructions •  Quotas

•  Redirects •  Conditional logic

BE SURE TO ……. •  Rethink image use •  Both the size of the image

and frequency of using images

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Survey Length

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Mobile takes longer •  50% longer

•  While convenience is appreciated, members have only so much tolerance for survey length

•  Over time, with the learnability of mobile surveys, the time to complete may be closer to the desktop version (Future ROR)

QA Via a Mobile Simulator

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*  QA  can  take  longer  if  you  need  to  QA  both  the  desktop  and  the  mobile  version.  

Mobile Simulator and Browsers

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•  Admin users must have a more recent version of a web browser that supports HTML5.

•  The following browser versions (and above) support HTML5: – Internet Explorer 9 – Firefox 4 – Chrome 10 – Safari 4 – Opera 11.5

Mobile Research Series – Part 2

Research on Mobile Research

Wednesday March 28th 11am PST

Andrew Grenville, CRO

QUESTIONS

Monique Morden EVP, Products