mobile survey data - quality and validation - usamp
TRANSCRIPT
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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Robert Clancy VP, Insights & Strategy
Lisa Wilding-Brown VP, Global Panel
and Sampling Operations
Mobile Survey Data: Quality and Validation MRMW Conference July 17, 2013
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What we’ll be talking about today
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1. The Emergence of Mobile
2. Case Study:
Mobile vs. Online Data Quality
3. Ensuring Mobile Data Quality
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Different Modes, Same Challenge
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A fragmented consumer makes connecting a challenge
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Now, we’re connecting on a whole new level…
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…and, we can’t get enough
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56%
14%
19%
Within reach of my bed
In another room
In the bedroom
Where is your phone
when you sleep?
24%
45%
64%
Percent of time during day
phone is within arm’s length
100% of the time
70+% of
the time
90+% of the time
30%
31%
24%
15%
Within 5 minutes
2 hrs. +
30 mins. – 2 hrs.
6 – 30 minutes
How quickly do you use your
smart phone after waking?
65%
35% NO
YES
Use smart phone within
10-15 minutes before sleeping?
Source: uSamp Mobile Study, June 2013
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Big Driver of Quality Data for Mobile
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User Experience
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Surveys on Smartphones = A Great Experience
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Easy 75%
Interesting 59%
Fun 50%
In the moment Convenient
Preferred Survey Mode
42% 55%
Source: uSamp Mobile Study, November 2012
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Mobile vs. Online Case Study: Response Rates
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Mobile respondents responded well, despite a tougher task
MOBILE ONLINE
Initial response to invitation 9.0% 4.4%
Completed screener 86% 92%
Began main survey 92% 100%
Completed survey 86% 99%
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
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Mobile: in-the-moment yields higher quality data
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Mobile Online
Confidence in recalling specific brands
HIGHER LOWER
Social desirability errors
LESS MORE
“Satisficing”
LESS MORE
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
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Mobile: Rich data collection
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Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
AUDIO TYPED
Open end word count 19.5 17.3
Percent 30 words or more 18.7% 15.3%
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Ensuring Data Quality
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Learning from our past… there is no magic bullet
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Quality techniques in the mobile environment
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Source Testing
Registration Scoring
Algorithmic Analysis
Respondent on-boarding
Recruitment
User Modeling
Red Herrings
Geo-specific Tracking
Geo-fencing
Rich Media Capture
Respondent Management
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Caucasian CEO of a fortune 500 company….
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1
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…who won Best in Show at Westminster.
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The Black Swan
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On the horizon…
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• Image recognition
• Automated photo coding
• Dial testing
• Audio transcription
• Behavioral monitoring
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Robert Clancy VP, Insights & Strategy
Lisa Wilding-Brown VP, Global Panel
and Sampling Operations
WWW.MRMW.NET
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