1. Mobile Webinar – Best Practices in Mobile Research
February 29, 2012

2. Mobile Research Series
Part 1
Best Practices in Mobile Research
Part 2
ROR on Mobile Research
Part 3
Mobile Research How to

3. By 2015, 62% of mobile phones
will be “SMART”
Mobile
traffic
has
nearly
tripled
since
‘08
Over
15%
of
Google
searches
are
via
mobile
Explosion
of
growth
in
tablet
computers

4. Mobile
web

5. Dual Mode Communities
5

6. It’s a jungle out there...
• Many
operaCng
systems
6,500
• Unique
browser
applicaCons
web-­‐enabled
devices
• Different
input
modaliCes
• Screen
size/resoluCon
• Lack
of
Adobe
Flash/Javascript

7. Supported Devices
ANDROID

8. Supported Early Q2

9. Mobile Web – Device Detection
• Sniffer to automatically identify supported devices
• Brower stats collected
• Identify which device they used
• Use in conditional logic
• Use for reporting

10. Mobile Web – the Good
• Members don’t have to download anything
• Provides ability for dual mode data collection
– desktop and/or mobile
• Flexibility
• Broader representation of target market
• Single survey creation
Limitations
• No photo/video upload
• No location based push of surveys

11. Why should you use Mobile?
1. BETTER EXPERIENCE
• We know some panelists complete via mobile despite the
bad experience, now they will have a good mobile
experience
2. INCREASE RESPONSE RATES
• Encourage the more elusive segments to participate:
travelers, younger demo, tech savvy
3. IN SITUATION RESEARCH
• Get them where they are, while they are experiencing
the situation/event
11

12. Author Once.. Deploy Everywhere…
12

13. Best practices for mobile…
Profile
for
smartphone
ownership/usage
Communicate
flexibility
and
choice
Maximize
screen
space
Design
surveys
from
the
ground
up
with
mobile
in
mind
Be
Aware
of
supported
ques@on
types
Be
mindful
of
survey
length
QA
for
both
mobile
and
desktop
13

14. Profile for Mobile
Leverage the Mobile Usage Survey Template
Understand……….
1. How many of your members have
smartphones
2. How they use their phone
3. Their willingness to take mobile surveys
14

15. Communicate Mobile Option
Communicate the ability to do
Mobile Surveys
Let them know they have
flexibility in how they respond
1. Portal content
2. Newsletters
3. Email invites
4. Email subject lines
15

16. Maximize Screen Space
REAL ESTATE AT A PREMIUM
1. Clients will have a blank
mobile skin
2. Option to have custom
mobile skin created
16

17. Study Design
Three options
1. Desktop and mobile
2. Mobile only
3. Desktop only
• Dual mode will become the default
• Mobile only and Desktop only require a reason
for forcing a single mode
17

18. Select Mode
18

19. Question Design • Screen space is
at a premium
• Be concise

20. Question Types
All of your favorite question types – redesigned from the ground up

21. Single Choice
21

22. Multi-choice
22

23. Numeric (open end and sliders)
23

24. Date
24

25. Single Choice Grids:
grids, card sorts and sliders
25

26. Multi Choice Grids
26

27. Allocation (Grids and Sliders)
27

28. Everything else
• Open Ends
• Text Instructions
• Quotas
• Redirects
• Conditional logic
BE SURE TO …….
• Rethink image use
• Both the size of the image
and frequency of using
images
28

29. Survey Length
Mobile takes longer
• 50% longer
• While convenience is appreciated, members
have only so much tolerance for survey length
• Over time, with the learnability of mobile
surveys, the time to complete may be closer
to the desktop version (Future ROR)
29

30. QA Via a Mobile Simulator
*
QA
can
take
longer
if
you
need
to
QA
both
the
desktop
and
the
mobile
version.
30

31. Mobile Simulator and Browsers
• Admin users must have a more
recent version of a web browser
that supports HTML5.
• The following browser versions
(and above) support HTML5:
– Internet Explorer 9
– Firefox 4
– Chrome 10
– Safari 4
– Opera 11.5
31

32. Mobile Research Series – Part 2
Research on Mobile Research
Wednesday March 28th
11am PST
Andrew Grenville, CRO

33. QUESTIONS
Monique Morden
EVP, Products