May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

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MRMW Chicago May 27-30, 2014 #MRMW

UNLOCKING MOBILE,RESPONDENT FIRST

Jon Sadowjsadow@google.comProduct ManagerGoogle Consumer Surveys

Why working together as an industry to prioritize the respondent is the key to success for mobile research.

May 2014

2014: THE YEAR OF MOBILE1999:2007:2013:1973: THE AGE OF MOBILE

MOBILE IS NOT A TREND, IT’S A REALITY.

So, how are researchersleveraging mobile?

SOURCE: GRIT Report, 2014.

For the most part, they aren’t.

Only 27% of researchers used mobile at all in 2013. A growth of just 4%!

MEANWHILE, IN 2014, MOBILE DIGITAL AD SPEND WILL GROW 55%. DESKTOP WILL GROW <1%.

SOURCE: eMarketer 2013.

Okay, well what about the researchers that are going mobile?

Many keep using the same long surveys...

...and panelists...

...but on mobile screens.

SOURCE: EXPERIAN, MAY 2013.

Smartphone users’ daily freetime:26 MINUTES.

Other researchers reserve mobile for one-off “mobile optimized” projects.

WHAT ISMOBILE OPTIMIZEDRESEARCH?

○ Shorter surveys○ Special device formatting○ Easier questions (i.e. no grids)○ Use of rich media

But to most researchers, “mobile optimized” sounds like:

EXTRA WORK

LESSDATA

OMG !!NO

GRIDS??

The result? Researchers are reluctant to go mobile.

○ context & location○ video & audio○ diaries○ ethnography

Mobile presents a tremendous opportunity.

○ global reach○ respondent scale○ lower cost○ faster turnaround

SO, HOW CAN THE INDUSTRY AVOID FALLING BEHIND?

COLLABORATIONCLIENTS + SUPPLIERS + PLATFORMS

Adopt a respondent first research strategy, today.

Researchers:1. Clients

FROM MOBILE OPTIMIZED TO RESPONDENT OPTIMIZED

WHAT ISRESPONDENT OPTIMIZEDRESEARCH?

○ Same principles as mobile friendly ○ Single, cross-platform survey design○ More frequent, nimble projects○ Better value exchange with respondents○ Leverage behavioral & inferred data

Develop & educate clients about practices like modularization, stitching, data fusion and batched

longitudinal studies.

Researchers:2. Suppliers

Build technology to support respondent optimized research and unlock mobile’s

potential.

Researchers:3. Platforms

1B+ ANDROID DEVICES IN 2014

MORE THAN 500K DOWNLOADS OF GOOGLE OPINION REWARDS IN 4 COUNTRIES

2014 40 COUNTRIES

40 LANGUAGES

1 PLATFORM

RESEARCHERS CAN LEVERAGE MOBILE TO HELPLEAD THEIR ORGANIZATIONS

BUT THEY MUST START TODAY.

Thank you!Jon Sadowjsadow@google.comProduct Manager, Google Consumer Surveys

Title Sponsor Gold Sponsors

Silver Sponsors

MRMW Chicago May 27-30, 2014 #MRMW

Workshop Sponsors

Association & Education Partners

Networking Reception

Sponsor

Event App

Partner

Media Partners

MRMW Chicago May 27-30, 2014 #MRMW

May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

Organized by