Year of Mobile (2014 Edition) – A View from Clients, Agencies, and Respondents
Every year since 2005 has been tagged by someone as “The Year of Mobile”, yet it never turns out to be. Considering the significant progress we’ve witnessed lately, this might finally be the year worthy of the title. We’ll discuss the technology, methodology, and design aspects of conducting mobile surveys. In addition, we will learn the reasons that respondents participate in mobile engagements and how they decide the mode through which they will participate.
- John Bremer, Chief Research Officer, Toluna; Conference Co-Chair (moderator)
- Melanie Courtright, SVP, Operations, Americas, Research Now
- Liz Crawford, Vice President, Strategy & Insights, Match Shoplab
- Kristin Luck, President & CMO, Decipher
- Will Neafsey, Manager of Global Consumer Quantitative Studies and Segmentation, Ford Motor Company
Kristin LuckWill Neafsey
- [I see unfamiliar faces on the stage… who are these people?!?!]
- We have surveys responders on stage today!
- In the past we had the luxury of taking our time to progress through any changes required. Now we are struggling to keep up with the changes. We are confused on what to use and how to use it. Consumers are adopting new technology faster than we are.
- It’s not mobile anymore, it’s cross platform now. How do we harness all these different data modes? 60% of people use 2 devices multiple times per day, and they switch devices midtask. It’s not just mobile, it’s switching seemlessly between devices.
- We are interrupting responders in their daily life a lot more because phones are in the grocery store, in church, and everywhere else.
- Even with all the mantra, surveys might even be becoming longer as budgets tighten up
- We used to test every survey before launching and we’d watch and make sure they didn’t move. Now that mobile is here, we have to change now! more quickly than ever.
- Research companies used to fuss over the tiniest changes in their data and it’s hard to implement new methods around that.
- Advertising agencies don’t worry about that. Let’s look at behaviours in store and see what their doing not claimed behaviour. Let’s make sure a few questions are used in the right context.
- By 2020, 90% of research will be on mobile [agree disagree?]
- When we do the new kinds of studies, we’re willing to do go all innovative but when we do traditional research, we get hindered by research constraints.
- NEST data creates a really compelling profile of individuals, all amazing kinds of information. FitBit is telling Kristin Luck to get off her butt and start moving.
- Google Glass is a big clunky thing that you wear (as told by an explorer). Maybe wearables can indicate how we feel about things and might not really need a survey.
- Do we need a different research infrastructure for first second third world countries? We are always looking for the wealthiest people in our research.
- In China luxury vehicle buyers are extremely young compared to US. China is entirely mobile. US was brought up on PC.
- People do not have ANY other communication device in other countries. Mobile is the ONLY option. Other countries are still mostly face to face. These people aren’t having to overcome benchmark problems.
- Talking to responders: 1) mostly mobile especially now that the phones are older and the print size is larger, more memory space, easier to deal with, rarely go to desktop unless need to print, will likely give up desktop in the next few years as printing from phones is reasonable 2) love tablets, accessible, take care of it, dependant on phone, used to use PC only for surveys but hate how sometimes lose connection with survey, mobile is completely different, can access things better on PC, click on things better on PC 3) dependent on iphone, take it everywhere for the last couple of years, use mac less and only go there if can’t do it on the iphone, need desktop make things easier to see, phablet sounds perfect [someone give her a phablet!] 4) remembers paying bills through mail, then through desktop, and now through phone, use phone for everything, hardly ever open laptop, do just about everything on phone, wake up and go to sleep with phone right there, it’s an addiction, no laptop in five years.
- Talking to responders: Use PC for up to 30% of surveys but save for long surveys. Diaries on the computer because it’s a series of days. How long a mobile survey would you take? 10-15 minutes is too much focus away from something else. Will sit there as long as she can put the phone down and it will still work later one, anytime is fine. 15 minute limit. 20 minute limit. [these are NOT representative people! but i love them 🙂 ] Depends on the survey topic and who sent the survey, that can determine whether they go to the laptop to answer it. Preference is always phone but really hate to scroll for every single answer option and it takes to long, will just forget it all together or switch to computer. Lovely gentleman takes as many as he can because he knows the value of sharing his opinions. [More love to you 🙂 ]
- Talking to responders: Do you participate in other research? Surveys are the norm. Have done a few focus groups, diaries. Have done a few geo-locations. Big companies already know more about me than what I’ve told them, i should have taken my name off the internet years ago if privacy was a concern. Not concerned anymore than anyone else, people will find the information if they really want it.
- Talking to responders: What would you change? Open survey and can’t access because don’t have flash or something else, will NOT go back to computer and try again. Times two more people who said this. Feel tied down to the survey and can’t get back in and continue where they left off. 85%/95% of time finish a survey in one shot. Will take a break between surveys if they are boring. Want to know the time estimate on survey length so I know if I want to pause.
- Responsive design is most important – render best for each device and each browser. Sniff the browser and deliver the best possible survey for that phone. Check android, iphone, blackberry, web-enabled phones
- Responders: Would you rather 2 ten minute surveys or 1 twenty minute survey – answers split. Would you prefer short survey plus passive collection? Yes, not a problem as they don’t track for very long. When they get images on their phone, they are split on whether they look at it on their device or go to their laptop.
- We need to fundamentally change the way we design surveys. People CAN give up questions on surveys, we just don’t insist on it. Clients can identify nice to have questions.
- When are surveys antiquated? Let’s make sure we read in non-survey data into our analyses. Passive data collection will overtake survey research, though it may never dissolve entirely.
- Mobile phones are geographically dispersed mystery shoppers – cheaper, faster.