This document discusses evolving mobile research methods to better meet respondents on their own devices. It notes declining cooperation rates and quality concerns with traditional methods. New mobile opportunities include one-to-one marketing, measurement, and access to non-landline users. Challenges include the personal nature of phones and app overload. Current mobile applications include text, web, and app-based surveys as well as hybrid methods. Best practices include keeping surveys short and simple with minimal content and complexity. The mobile landscape is changing rapidly with new devices, capabilities, and partnerships.
2. TODAY WE’LL COVER Evolution & the respondent experience The mobile opportunity Current mobile research applications Best practices Tips for staying ahead of the curve….
16. Exposure to respondents without landlinesCon’s Mobile devices are “personal” Consumers want control Concern over fees (Digital Sidebar?) Limited device penetration & application burnout Deceptive distribution/developer techniques
17. THE MOBILE OPPORTUNITY 1.5 TRILLION text messages sent in 2009 90%+ of phones are mobile internet ready 1 in 5 access the internet at least 1x per day
18. RESEARCH MUST GUIDE METHODS/TECHNOLOGY The “shame” factor…. Be aware of respondent limitations… Mobile browser Survey apps
19. THE TABLET OPPORTUNITY Tablet sales rose 124% from Q3 to Q4 2009* Keep in mind country differences…. * IMS Research via Daily Tech
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21. Allows use of interactive questionsDon’t forget your internet connection!
24. MOBILE capabilities…today Multi-platform studies Auto-directed based on access point Text Surveys Web based mobile surveys Text, diary & multimedia surveys App based mobile surveys Surveys pushed via survey specific or pre-existing apps Custom mobile apps iPad surveys Hybrid surveys Interactive questions/multimedia Mobile sampling/custom panels Broad based consumer panels Proprietary research communities
25. IN EARLY RELEASE OR COMING SOON… Integration with DIY software suites Warning & “best practice” notifications Multi-language surveys Geolocation for more accurate targeting (privacy!) Image based survey triggers Incentive direct to mobile (One Point)
26. WHAT’S WORKING Short text based surveys (sensitivity to respondent tolerance) Image/video uploads (diary/ethnography) Survey apps (beware of download tolerance/sample representation)
27. WHAT’S NOT WORKING Long surveys Complex question types Limited app distribution (platform compatibility) Failing to alert respondents to privacy/security issues Insensitivity to personal nature of cell phones
28. BEST PRACTICES…today Keep it short! 10 questions (or less) Keep it simple! Minimize content & complexity
29. Get involved in the conversation… GROUPS: NGMR Innovation & New Tools in MR EVENTS: IIR Tech CASRO Tech Conference Intl’ Conference on MR in the Mobile World ESOMAR 3D
30. REMEMBER…. This world is changing rapidly! Android Smartphone use is exploding Tablet sales expected to skyrocket Nokia Sites to watch… Engadget TechCrunch Arstechnica Daily Tech Press from IDC, Admob, ComScore