MRA - Florida Chapter Webinar oct 2011
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Transcript of MRA - Florida Chapter Webinar oct 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Market Research AssociationCurrent Mobile Research Trends
Justin Baileyand Lorelle Vanno
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Agenda
1. Mobile Research Definitions
2. Changing Behavior
3. Life 360 World Cup case study
4. Best Practices & Guidelines
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An undefined problem has an infinite number of solutions.
- Robert A. Humphrey
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What is Mobile Data Collection?
Active – In-the-moment
Passive – GPS Tracking
Observational – Photos
Qualitative – Open-ended
Quantitative – Surveys
Video – Digital ethnography
Telephone – Voice
Interactive – Gamification
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Notable Elements of Mobile Surveying
1) Point-in-time
2) On-the-go
3) Quick-hit surveys
4) Relevant topics
5) Fun factor
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Beware the slippery slope!!Photo by foxypar4
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What do these things have in common?
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Chia Pet
Pet Rock
Polyester JumpsuitPhoto by the prodigal untitled13
Photo by abooth202
Photo by lisatozzi
They’re all fads!!!
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Mobile Research Constraints
1) The Smartphone “Fad” aka The Novelty Effect
2) Solve “The Case of the Shrinking Screen”
3) Web vs. App
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Optimize mobile surveys using best practices
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Past Research
1. Taking online surveys on a smartphone –Callegaro; Peytchev & Hill
2. Optimizing the mobile survey
3. Nielsen’s mobile research – Life360
The Case of the Shrinking Screen
Citations: Callegaro, M. (2011). Do You Know Which Device Your Respondent Has Used to Take Your Online Survey? Survey Practice, April 2011.Peytchev, A and C. Hill (2010). Experiments in Mobile Web Survey Design : Similarities to Other Modes and Unique Considerations. Social Science Computer Review, August 2010 ,319-335.
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Mobile Web Browser vs. Mobile App
• Mobile web browser – Internet provided on device
• Mobile app – Program downloaded onto phone
Considerations1. Connectivity2. Trust3. Flexibility4. Coverage5. Costs
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Mobile Research
• Untested• Multi-faceted• Know your audience• Know your mode• Optimize accordingly
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Life is like an ever-shifting kaleidoscope – a slight change and all patterns alter.
- Sharon Salzberg
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Changing Behavior• How mobile is different
• Consumer expectations
• Engagement
• Changing our research–Culture specific–Reasons for participating / incentive
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Changing Behavior – How Mobile is Different
• 35% of American adults own a smartphone
• ½ of mobile traffic on social network sites (SNS)
• Vast majority webpage views <1min
• 53% use mobile when waiting
• Mobile users consume 2X media of non-mobile
• New contact mode for hard-to-reach
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Changing Behavior – Consumer expectations• The Digital Native < 35
• The Digital Immigrant > 35
• Heavy interaction increases expectation
Citation: Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, Vol. 9 Iss: 5, pp.1 - 6
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Changing Behavior – Engagement• Engagement
–Mobile makes surveying / research fun–Saturation point–New competitors for respondents’ attention
Citation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK.
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Changing Behavior – Changing our Research
• Changing our research–Engaging the new Digital Native–Making research interesting– Interacting with the respondent
Citation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK.
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Citation: Hoang, B. Mobile Exposure – Mobile Media Usage Data . Paper presented at the Mobile Research Conference, London, UK.
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Changing Behavior - Incenting Participation
Two main reasons people participate in mobile research
1. They enjoy it (hedonic)
2. It fits in with the respondent’s self-identity (self-congruity)
Citation: Bosnjak, M. (2011, April). Self-administered Mobile Survey Workshop Paper presented at the Mobile Research Conference London, UK.
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Changing BehaviorIf you want to persuade me, you must think my thoughts, feel my feelings and speak my words.
-Cicero• Not just technology, but behavioral change
• Heavy interaction increases expectation
• Engage and interact with the respondent
• Culture matters
• Focus communications on why people participate
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It would be interesting to find out what goes on in that moment when someone looks at you and comes to all sorts of conclusions.
- Malcolm GladwellMRA – Mobile Research Webinar
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Nielsen’s Smartphone Past – A Case Study•Based on digital ethnography
•Capture in-the-moment behavior
•5 studies since 2008
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Life360 Studies – Completion Rates
Test Year Complete Rate
Sample Size
Time Length
AverageResp/Day
Media Consumption 2008 92.9% 112 10 days 8.0
Eating & Drinking 2009 87.7% 65 7 days 3.56
Daily Expenses 2009 97.4% 56 7 days 1.63
World Cup 2010 76.7% 413 33 days 4.42
Purchase Behaviors 2011 97.6% 42 3 months 0.31
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Case Study: 2010 FIFA World Cup
•How do South Africans engage with the World Cup?
•33 Days – 5 surveys/day
• 413 participants in 4 cities
•Each survey 5-8 minutes
•Randomized alarming
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Case Study: 2010 FIFA World Cup
Data Analysis – 2 components
1) Client-specific data
2) Success metrics
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Engagement and Excitement
Life360
Source: Nielsen Life360 South AfricaAdults 16+ in Johannesburg, Pretoria, Cape Town & Durban
What type of TV programming did you watch? (Select all that apply)
11 June – 11 July* excluding days without games
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Watching the World Cup Out of HomeDaily World Cup Coverage (%)
Source: SAARF TAMS Panel and Nielsen Life360 South Africa (Adults 16+)
June | July
Life360
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World Cup Sponsors Life360
Source: Nielsen Life360 South AfricaAdults 16+ in Johannesburg, Pretoria, Cape Town & Durban
What brands stood out to you today?
11 June – 11 July
What ads have you noticed following sports today?
Unprompted Prompted
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Life360 Reports in RatingPoint
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33 X 5 X 413 =68,145 Total surveys sent
•Average completion rate: 76.7%•Women = 79.0%; Men = 74.4%
Measuring the World Cup – Compliance
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% C
ompl
eted
Inte
rvie
ws
Day of Study
Percentage of Completed Interviews by Day
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Completion Rates by Time of Day%
Com
plet
ed In
terv
iew
s
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Summary• Measured engagement and excitement at WC
• Provided in-the-moment data to clients
• Achieved high response over time
• Further refined Life360 methodology
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Traffic signals in New York are just rough guidelines.
- David Letterman
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Best Practices and Guidelines• General practices• 4 Must-haves of mobile• Recruitment• Navigation• Survey design
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Best Practices – General Practices
• Mobile as a complement to other research
• Don’t use technology for technology’s sake
• Make it interesting
• Safety of respondents should be highlighted
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Best Practices - 4 Must-Haves
1. Easy to participate
2. Cannot take too much time
3. Add value to the respondent
4. Based on reciprocity – a social exchange
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Citation: Rolfe,G. (2011, April). Minizing the Experiential Gap in Today’s Digital World. Paper presented at the Mobile ResearchConference, London, UK.
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Best Practices - Recruitment
• Text messages – Less is more
• Electronic recruitment – Monday morning is best
• Permission for data usage
• Be transparent
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• Make it easy– Provide a swiping area– Provide “Next” and
“Back” buttons– Provide users “Save” and
“Exit” buttons– Reduce the number of
taps
Best Practices – Navigation
Citation: Cook, S., Sembajwe, R., Geisen, E. and Massoudi, B. (2011, May). Can You See it Now? Good: Usability Testing of a Mobile Health Application.” Paper presented at the annual meeting of the American Association for Public Opinion Research, Phoenix, AZ
Citation: Clark, J. (2010). Tapworthy: Designing Great iPhone Apps. Sebastapol, CA: O’Reilly Media, Inc.
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Best Practices – The Survey
• Keep it simple and sensible
• Orient vertically
• Minimize scrolling
• Avoid difficult-to-use response options
• Try to avoid grids and graphics
• Keep your target device in mind
• Test your layout
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• Make it interesting• Make it easy – to participate• Add value, it’s an exchange
•Make it easy – to navigate
• Recruitment – less is more, be transparent
•Make it easy – to respond to questions
Best Practices and GuidelinesI have made this [letter] longer, because I have
not had the time to make it shorter.-Blaise Pascal
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Q&A