Quantitative research going mobile: how do we leverage the strength of the mobile platform?
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Quantitative research going mobile: how do we leverage the strength of the mobile platform? Miles Wright - Director of Mobile Development - Opinionology & Brandon Poduska - Manager, Mobile Research Solutions - Opinionology Exploring the challenges and opportunities of taking survey research mobile. Identifying who takes mobile surveys and who will take mobile surveys. Sharing experiences on geo-location triggered sampling: what are the dos and don’ts.
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Quantitative research going mobile: how do we leverage the strength of the mobile platform?
- 1. Geo-location Triggered Sampling MRMW11 Conference Atlanta
- 2. Timeline of mobile development 2011 – NY Rep Lee resigns because of his camera phone 2009 – 13 year old Californian sends 14,528 texts in a month 2010 – Google Maps mistake leads to Nicaraguan invasion 1999 – First mobile of Costa Rica location based service launched on Palm VII 1992 – First SMS 2002 – US gets “Merry Christmas” camera phones
- 3. Source: CTIA, Wireless Quick Facts 2010
- 4. Imagine Survey offered based on entry to store Can track their path through the store Time spent in sections Request Additional information based on time spent Purchase history tie-in (receipt, rewards program, etc) Demographics from Panel Additional survey opportunities based of of purchases
- 5. Geo-location triggered sampling ‘Recall – busting research’ Improved salience for respondents Built in validation Trigger survey event based on location • Customer satisfaction • Competitor benchmarking • Sponsorship awareness • Identify purchase heuristics
- 6. Although… it’s never that simple Privacy Battery Life (and device constraints) Ease of Use
- 7. Privacy
- 8. Battery Life
- 9. Think like an ecologist We need to survey individuals in a ‘natural’ environment
- 11. Location Collection Types Standard – Highly Accurate / High Battery Usage • Uses GPS technology Significant – Less Accurate / Low Battery Usage • Uses a combination of known locations (cell tower, wifi) to give a best estimate of location Regions • Uses significant notifications in conjunction with defined regions/radius • Gives notification on entry or exit
- 12. Technical Details (cont.) Accuracy levels Best for Navigation Accuracy Best Nearest 10 Meters Hundred Meters Kilometer Three Kilometers
- 13. The Case Can you trigger survey events based on location?
- 16. Conclusions Significant Location accuracy 1 – 1.5 miles Region change not always accurate Regions limited to 10 per device at a time Can be difficult to determine correct survey trigger Results affected by wifi usage Technology is close, but…
- 17. The Good News Geo location very accurate for limited applications/time (e.g. location verification) • Can simply be done in a mobile browser Could trigger ‘standard’ location tracking during an interview Technology continues to improve – check back at next year’s conference…
- 19. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta Organized by: Thank you to sponsors: LinkedIn Group: Mobile MR Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter