Market research and surveys should be designed in a mobile-first approach. This presentation outlines our monolithic-to-modular process to redesign global tracking research.

1. Designing research for mobile
monolithic to modular
Christoph Dölitzsch
Insights Innovation Lead

2. The vicious cycle of tracking research
A brand tracking scenario
“We need to track our
brand performance.”
“Let’s not
continue this!”
“Collect more insights
to make it worth it!”
Add more questions,
Make longer surveys
“Ouch,
this is expensive!”
Raise incentives,
do more analysis

3. caspian.
The Vicious Circle of Tracking Research
The example of Brand Tracking
“We need to track our
brand performance.”
“Let’s not
continue this!”
A: Cancelled.
B: Decreased frequency.
C: Rescue the tracker.
The vicious cycle of tracking research
A brand tracking scenario

4. Option C: rescue the tracker
A case study
Our Inbox:
Hey Dalia, you do “global” - “mobile” - “automation”

5. Ubiquitous and dominant channel:
Smartphone penetration has reached the threshold required for representative research.
People who have desktop PCs also have a smartphone, but smartphone users may not have PCs
Globally consistent research design:
In order to compare results from different countries, the research setup should be comparable everywhere.
Using consistent digital channels in all countries allows for meaningful multi-country research.
Mobile first, not smartphone only:
Running research on smartphones or tablets increases the potential audience in almost every country.
Designing mobile UX/UI includes desktop interfaces and is device-agnostic.
Designing research for mobile
Why?

6. Designing a mobile-first respondent experience
Visual Demo
vs.

7. Designing research for mobile: only reach people via smartphone
making surveys accessible for everyone
Research design
Survey design

8. More
countries
Higher
frequency
Increased
relevance
1 2 3
Option C: rescue the tracker
A typical client project
It goes like this →

9. Assess the existing tracker
Step 1
questions
slides reporting
weeks of “delivery pending”
60+
90+
4

10. What
mattress size
do you expect to buy next?
Challenge every question
A case of questionable value for quarterly tracking

11. KPI 1 KPI 2
KPI 3
mattress
size
“What are the slides people are keen to check?”
A guiding question to clarify core KPIs to track

12. Prioritize around strategic KPIs
Core KPIs of this client
Relevance of the category
among wider audience
Being considered as “go-to-provider” for the category
among purchase intenders
Being perceived as innovative
among opinion leaders
Building a lean “Core KPI Tracker”

13. Short survey
< 20 questions
Easy question types
lists, scales, open ended, ...
Simple language
no industry jargon
High conversion rate
> 80%
Designing mobile-ready research
Step 2

14. Roll out the survey module
Higher efficiency → increased frequency
Surveys that...
> match pace of business
> reach more countries
> have comparable data
with consistent methodology

15. Roll out more modules
Step 3
Enrich with more modules:
> in-depth consumer trends
> narrow ad-tracking
> re-align consumer segments

16. caspian.
The Vicious Circle of Tracking Research
The example of Brand Tracking
“We need to track our
brand performance.”
“Let’s not
continue this!”
A: Cancelled.
B: Decrease frequency.
C: Rescue the tracker.
The vicious cycle of tracking research
A saved brand tracking scenario
D: Redesign research.

17. Mobile research
challenges and opportunities
Yes,
designing research for mobile
is challenging slightly different.
But,
quant research must become mobile-first.
This is the opportunity
to redesign research & break the vicious cycle.

18. Mobile first
for consistency
Radical focus
on strategic KPIs
Modularise
global tracking
Key takeaways

19. Thank you.
Christoph Dölitzsch
Product Manager
Research Tech
christoph.doelitzsch@daliaresearch.com
daliaresearch.com
kreuzberg, berlin, germany

20. What is your
mattress question?