Download - Future-proof mobile research: successful survey and panel strategies for the mobile revolution
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Future-Proof Mobile Research
Successful survey and panel strategies for the mobile revolution
Leslie Townsend President & Co-Founder Kinesis Survey Technologies
Merlien Institute – Market Research in the Mobile World 2011
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The Mobile Expansion Q: Will we recognize the market research industry in 5 years? A: Yes. And no.
© Kinesis Survey Technologies, 2011
YES
• Existing methodologies will continue to be utilized (modifications will be necessary)
• Both robust researcher solutions and DIY solutions will continue to have their place
• Social media and app growth is levelling off
NO
• Respondent experience will be MORE important than data collection method
• Mobile research will be equally prominent (if not more prominent) than PC research
• Traditional panels will continue to decline
• Feature phones will be nearly obsolete
Market Research in the Mobile World 2011
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The Mobile Expansion The Mobile World: where are we right now?
© Kinesis Survey Technologies, 2011
• 77% of the world population are mobile subscribers
• 50% of Americans will own a smartphone by year’s end
• M-commerce continues to grow
• You can no longer control the device chosen for accessing the web and email
• Mobile technology is moving quickly - it is challenging for solution development to keep pace
• The industry has yet to establish recognized best practices for mobile research
• Non-response bias, due to the lack of mobile device support, is a growing problem
Market Research in the Mobile World 2011
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Consumers LOVE their mobile devices.
© Kinesis Survey Technologies, 2011
12.59%
20.43%
84.09%
30.40%
iPad/other tablet
Netbook
Smartphone
Feature Phone
Source: Kinesis/StartSampling, data collected Apr 2011
Types of Mobile Devices Used by Research Respondents
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Feature Phones Smartphones
Mobile Activities Performed By Research Respondents
Phone Calls
Texts
Web Access
Apps
Market Research in the Mobile World 2011
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Therefore the market research industry should love mobile devices too.
© Kinesis Survey Technologies, 2011
• “Anytime, anywhere” data collection has the power to move research to the point of sale/consumption: MORE IMMEDIATE and MORE RELIABLE data
• Mobile web access will surpass PC web access in 2013, and the number of mobile-only web users is growing
• Younger demographics are difficult to recruit to traditional online panels, more receptive to mobile
• Many more options for recruitment and survey invitation delivery/reminders are available
• There is potentially higher engagement on the mobile device because of 24/7 interaction
Market Research in the Mobile World 2011
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24.9%
22.1%
43.5%
38.7%
14.7%
18.3% 19.0%
12.6%
25.7%
13.5% 11.6%
12.8%
6.2%
11.4%
8.8% 6.7% 5.9%
3.8% 4.5% 5.7%
38.5% 40.1%
34.0%
19.7%
57.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Compare Products/Prices Read Product Reviews Get Input from Social Media Locate Retailer/GetDirections
Purchase Product
Within the Past Week Within the Past Month Within Past 6 Months Six Months or Longer Never
Product Research Conducted By Consumers on Smartphones
© Kinesis Survey Technologies, 2011
Source: Kinesis/StartSampling, data collected Apr 2011
Market Research in the Mobile World 2011
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© Kinesis Survey Technologies, 2011
Several emerging mobile technologies are very well-suited for market research.
• QR Codes/Short Codes: Launch mobile surveys and recruit new panelists anytime and from anywhere
• Geo-location: Trigger survey invitations/ reminders automatically based on the respondent’s location
• Speech to Text: Quickly and easily capture qualitative, experiential feedback in real-time
• Custom Research Apps: All research functionality incorporated into one solution; great for long-term panels and diary research
Market Research in the Mobile World 2011
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© Kinesis Survey Technologies, 2011
Mobile adoption dictates that research methodologies must evolve.
Survey Strategies
• Design surveys with fewer questions per respondent, presented randomly, to support mobile interaction
• Choose invitation method based on sample (email, SMS, geolocation, etc.)
• Include more pass-through data fields
• Keep validation (error messaging) to a minimum
• Avoid unnecessary images and branding
• Avoid extensive use of open ends
PC Surveys Mobile Surveys
Average # of Data Points 312.4 17.2
Average # of open Ends 25.4 2.4
Average Completion Time 9.4 minutes 5.0 minutes
Source: Kinesis, data collected Jul-Dec 2010
Survey Design Comparison
Market Research in the Mobile World 2011
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© Kinesis Survey Technologies, 2011
Mobile adoption dictates that research methodologies must evolve.
Panel Strategies
• Expand recruitment channels to optimally target mobile users (mobile websites, social media, QR code/short code linkage)
• Authenticate participants as the mobile panel is built (rather than during the survey process)
• Offer a mobile version of MROC websites - panelists will come to expect this
• Carefully plan and schedule panelist communications - do not over send
Market Research in the Mobile World 2011
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© Kinesis Survey Technologies, 2011
Best practices for mobile research implementation.
• Do not try to render the same participant experience for every respondent (although uniform delivery is the goal, differing mobile device capabilities will prevent total standardization in the near term)
• Regularly monitor the mobile device types used by your respondents to gain better insight as to the technical capabilities/limitations of your research delivery
• Multimode (PC/mobile) surveys and MROC websites should be implemented whenever possible to reach a broader sample and offer the greatest device flexibility to participants
Source: Kinesis, data collected Jul-Dec 2010
Apple iOS 22%
Android 27%
Symbian 8%
Blackberry 4%
Other (Windows
Mobile, Palm, Feature Phones)
39%
Mobile Device Type Used to Take Surveys
Market Research in the Mobile World 2011
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© Kinesis Survey Technologies, 2011
Industry To-Do List:
• Get mobile experience now! All researchers must make a plan to begin building mobile and multimode research expertise
• Launch a PR campaign to remind brands that market research is critical for honing mobile marketing strategies – it’s a new frontier for ad spending
• Provide a more integrated experience throughout all components of the value chain – from ad exposure to shopping/decision making to usage/consumption
• Develop all projects based on the respondents’ perspective: create a seamless end-to-end participation experience (recruitment, registration/profiling, invitation system, survey participation, incentive management, etc.) for both mobile and PC interaction
• Expand recruitment practices to obtain a larger sample - recruit from traditional websites, mobile sites, social media, and general intercept
Market Research in the Mobile World 2011
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THANK YOU!
Questions?
Phone: +1 512.372.8218 Email: [email protected] Web: www.kinesissurvey.com
Leslie Townsend, Kinesis President
Market Research in the Mobile World | © Kinesis Survey Technologies, 2011
Market Research in the Mobile World 2011
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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
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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