Sean dunn and ying xin mobile - 2012

A Presenta*on from The NewMR Mobile Event 22 February 2012

Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com

For more informa1on about NewMR events visit newmr.org

Going mobile – crea/ve uses of mobile research Sean Dunn and Ying Xin, Vision Cri/cal

Going mobile – creative uses of mobile research

February 22, 2012

By 2015, 62% of mobile phones will be “smart”

Mobile traffic has

increased 4 *mes since ‘08 Over 15% of Google searches are via mobile Explosion of growth in tablet computers

Sean Dunn & Ying Xin, Vision Critical, Australia NewMR Mobile Event, 22 Feb 2012, Session 1

Evolu*on of Mobile Research


Reached…the

TIPPING Point


Challenges for Mobile Research


It’s a jungle out there... • Many opera*ng systems

• Unique browser applica*ons

• Different input modali*es

• Screen size/resolu*on

• Lack of Adobe Flash/Javascript

6,500 web-‐enabled devices


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Best practices for mobile… Maximise screen space

Profile panel for smartphone ownership

Iden*fy devices/browsers supported by your soIware

Be Aware of ques1on types and build skips accordingly

Keep the length of survey short

QA for both mobile and desktop Sean Dunn & Ying Xin, Vision Critical, Australia

NewMR Mobile Event, 22 Feb 2012, Session 1

so where are we now?


Mobile Solutions

Web-‐based Solu*ons App-‐Based Solu*ons Sean Dunn & Ying Xin, Vision Critical, Australia

NewMR Mobile Event, 22 Feb 2012, Session 1

Mul1-‐modal studies


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Stats… Quarter of all client panels have enabled

mobile survey rendering

10% average mobile completes per study

Range of mobile completes per study:

10%-‐50%


What’s in it for Respondents?

•  More convenience •  Beder user experience •  Easier to recall behaviour •  More engaging


What’s in it for us as researchers?

•  Beder response rates •  More *mely data •  New audience •  New capabili*es


Crea*ve Applica*ons…


A series of situa1on based tasks Situa*on: Travellers needed to test app and complete short surveys while on a trip Challenge: Travellers may not have computers or regular access to internet cafes; ac1vi1es and follow-‐up ques1ons are task-‐based Solu*on: Screen for travellers, provide trial version of app, follow-‐up throughout their trip with short mobile surveys


Loca1on specific research Situa*on: On-‐site feedback needed on recent upgrades and renova1ons Challenge: transient popula1on, no contact informa1on available Solu*on: Signage at the loca1on and QR code trigger

Endless applica*ons


Customer Sa1sfac1on Situa*on: Pre/post-‐flight, evalua1on of customer sa1sfac1on with boarding process, flight, etc. Challenge: On-‐the-‐go popula1on, 1me sensi1ve topic Solu*on: Mobile survey sent to customers immediately before/aIer flight. Timely data, targeted respondents


Geoloca1on Technology Situa*on: Loca1on specific feedback is required Challenge: Too many unknowns to target survey via email Solu*on: Push surveys through to mobile devices within radius of the focus loca1on


Recruitment via mobile Situa*on: Client looking to recruit community panel of smartphone users Challenge: Need to make experience easy and intui1ve for members Solu*on: Mobile op1mise survey so respondents can seamlessly complete via computer or mobile


Mobile website evalua1ons Situa*on: Assessment of mobile op1mised websites Challenge: Moving respondents from mobile to desktop and back is awkward and not ideal for task comple1on Solu*on: While users are browsing a mobile site on their phones, offer a feedback link or a pop-‐up screen asking them to provide feedback on the mobile site, via a mobile op1mised survey on their smartphones


Mul1media Data Collec1on Situa*on: Need images of real-‐life situa1ons when events are occurring (ie. at sports game) Challenge: Next day recall of events can be inaccurate Solu*on: Instruct respondents to take photos ahead of 1me on what was consumed/available/no1ced at a event and submit through smartphone. Further ques1oning can follow aIer the event by using images as prompts


world is going

mobile…


embrace & adapt creatively


Q & A

Sean Dunn Vision Cri1cal

Ying Xin Vision Cri1cal

Sue York NewMR

Connect with Sean on LinkedIn @ hdp://au.linkedin.com/pub/sean-‐dunn/1/b62/63 Email ques1ons to: [email protected]

Connect with Ying on LinkedIn @ hdp://au.linkedin.com/in/yingxin Email ques1ons to: [email protected]

For more informa1on about Vision Cri1cal: www.visioncri1cal.com


A Presenta*on from The NewMR Mobile Event 22 February 2012

Event sponsored by Vision Cri1cal All copyright owned by The Future Place and the presenters of the material For more informa1on about Vision Cri1cal visit www.visioncri1cal.com

For more informa1on about NewMR events visit newmr.org

Going mobile – crea/ve uses of mobile research Sean Dunn and Ying Xin, Vision Cri/cal

Sean dunn and ying xin mobile - 2012

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