How a Mobile-Enabled World is Changing Research Presented by Roddy Knowles, Director of Mobile Research #CRC2014 #MRX


CRC_brochure2013Live blogging from the Corporate Researchers Conference in Chicago. Any errors or bad jokes are my own.

How a Mobile-Enabled World is Changing Research
Presented by Roddy Knowles, Director of Mobile Research

  • “This is the year of mobile” we say this every year
  • what steps do you take for mobile friendly design
  • 1 in 5 survey starts on a mobile device; 2 in 5 panel enrollments is on a mobile device – this is a 100% increase over last year
  • over time, people realize that surveys aren’t always designed for mobile devices
  • meet responders when and how they prefer – at home, work, on the bus
  • mobile reminds us that real paper take our surveys, we lose the human element sometimes
  • Mobile helps with feasibility, data quality, and representativeness
  • Data quality
    • bias towards visible answer choices
    • scale biases
    • count biases – few choices selected on a long list
    • straightlining – mitigated by good design
    • you need to test your specific situation to be aware of potential problems with your survey
  • Data comparability
    • data generally comparable
    • [remember – even if you give the same survey to the same people just one day apart, the data will be different]
    • excluding mobile people from a desktop survey means the data will be less representative, less tech savvy people, fewer early adopters, fewer shopping-centric people, certain tech occupations excluded
  • Best practices
    • avoid wide grid qrid on a smartphone – people still do this!
    • responsive design is not a large font grid on a smartphone
    • keep it short, try for ten minutes
    • use fewer answer options where possible
    • aim for a 5 point scale
    • make sure all scale points are visible without scrolling
    • allow “fat finger” responses on a phone, tiny radio buttons mean you will hit the wrong button
    • avoid need to scroll, pinch, and zoom
    • open ends are shorter but ask the questions well – don’t ask for a novel, ask for a succinct response
    • you can use audio/visual but test it first. if people can’t see the video your data will be poor quality
    • don’t use flash
    • use responsive design – PROPERLY, make sure text size is good
  • they’ve created a scoring system to show four buckets – mobile optimized (you might get a hand-written thank you note if you score this high), mobile friendly, mobile possible, mobile incompatible
  • let’s not torture panelists
  • not every survey is designed to be a mobile survey so don’t do it if it’s not
  • response rates have doubled, dropouts have dropped, fewer reminders, more efficient [impressive!]
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