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.
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
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
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
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…
18.
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
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