The Power of Context in Mobile Diaries - Confirmit

March 4-7, 2014 Ramada Hotel, Singapore

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Copyright © 2014 Confirmit. All Rights Reserved


The Power of

Context in Mobile

Diaries

Miguel Ramos, Mobile Practice Lead

Is contextual information the next step

in engaging mobile diary respondents?

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• The Power of Context

• Context and App-based Studies

• Analysis and Reporting

• Recommendations

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Power of Context

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Cell phones fill St. Peter’s Square to capture history

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Attitude and state

of mindDirection or Goal

Location TimeIdentity and

Preferences

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Context and App Based

Studies

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App Survey

Offline App Online WebOnline Web

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Mobile Rendering

Desktop Rendering

Recruitment Study

Online Mobile Rendered

Survey (recommended)

5-10 minutes

15-30 questions

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Delivers an interactive experience

on targeted devices

Push notification & App-by-App

Multisensor support: GPS, image,

audio, video, QR-codes

Works Offline

App needs to be installed

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Alarms or

RemindersPush

messages

Incentives

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Extrinsic Rewards

• Show appreciation by offering a

financial reward for participating in the

study

Intrinsic Rewards

• Thanking often and sharing learnings from the study.

• Acknowledge that you are asking a lot of them

• Explain how their participation will help you gain new

insights

Range of incentives

• Cash incentive from 0 / 5$ / 30$ / 250$

• Store voucher

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Examples

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Alarm prompted

Objective

• To measure audience engagement regardless

of their location. To understand of ‘out-of-home’

media exposure

Prompts

• Alarm prompted

• Day divided into time periods, random alarm

for each time period

• 5 alarms per day for 4.5 weeks

Sample

• 420 adults

• 61,000 records with 54,000 photos

• Average 4.6 records a day per respondentIncentive:

keep the

Mobile phone

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Alarms + self initiatedObjective

• 24h diary to capture multi screen usage

• Asked about primary and secondary

screen used

Prompts

• Pre Survey + App Diary+ Post Survey

• Alarms 2 hours after a response

• Self complete every hour with an alarm

every 2 hours

Sample

• 24,000 surveys, 900 photos

Average 8.11 surveys per respondent

$10

Amazon Card

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Messaging + Alarms

Objective

• Capture every exposure and craving

• Feeling of involvement

Prompts

• Alarms:

• First 60 days: 4 periods per day with

random alarms/period

• After 60 days: 1 morning random alarm

and then alarm every 2 hours (if survey

not completed)

• Messaging with two-way communication

• Personal results displayed to respondents

Sample

• 500 participants (engaged 3-12 months)

Incentive:

keep the

mobile &

counselling

support

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Self Initiated

Objective

• Measure usage of products at home,

qualitative in nature with photos.

Prompts

• One survey per person

• Start app when ready to bake and do

survey while baking

Sample

• 10,422 invited

• 47% responded to screener

• 33% qualified and opted in (1678)

64% of quota reached in 5 hours

Total sample achieved in 3 days

Panel Points

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Objective

• Track activities over the weekend

• Feelings at different moments

Prompts

• Self initiated

Sample

• 754 panel members (response rate

38%)

• 783 responses of 1,297 were about

wedding moments

• 218 photos and 505 GPS Locations

Pre+App+Post Survey

£0

Incentive

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Objective

• Capture average weekend in Britain

• Find out location; What are people

doing? Who are they?, How do they

feel?

Prompts

• Self initiated over 1 weekend

Sample

• 37 respondents

• 8.03 average entries per participant

• 2.7 average entries per day

• 55% included photos

• 38% included GPS coordinates

£5

Incentive +

entry to win

iPad

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Analysis and Reporting

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Summary of Results

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Duration

• Average: 7 days

• 1 day minimum

• 12 months maximum

Repeated Tasks

• 71% repetitive tasks repeated during the diary

• 29%tasks only completed once

Completions

• 19.4 average per respondent

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Photo Capture

• 79% diaries with photo capture

• 16.2 photo captures per person across

diary projects

GPS Capture

• 25% of diaries with GPS

• 6.3 captures as average number of GPS

captures per person

)

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Recommendations

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• Short and fun

• Repetitive simple tasks

• Engagement

Alarm or push

Display results or participation

Post

Survey

Pre Survey

• Be clear and over communicate

expectations

• Ask to elaborate or answer

additional questions

• Appreciate and share

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Analysis and Reporting

• Classifying the data into themes is

key to making sense of it

• Make use of online dashboards to link

qualitative insights with quantitative insights

• Easier to identify the data story if you have

implemented categorisation criteria

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Miguel Ramos, Mobile Practice Lead

[email protected]

Thank You

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The Power of Context in Mobile Diaries - Confirmit