Lachlan stokoe training day - 2012
-
Upload
ray-poynter -
Category
Marketing
-
view
23 -
download
0
Transcript of Lachlan stokoe training day - 2012
A Presenta*on from The Fes*val of NewMR – Training Day
3 December 2012
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org
Sponsored by:
See the eXhib:on for booths from media partners & supporters
Best Prac*ce In Mobile Research Lachlan Stokoe, Vision Cri:cal
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
BEST PRACTICE IN MOBILE RESEARCH FESTIVAL OF NEWMR TRAINING DAY 3RD DECEMBER 2012 LACHLAN STOKOE VISION CRITICAL, AUSTRALIA
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
A BIT OF BACKGROUND...
Vision Critical has been Investigating mobile research since 2008, both in terms of technical design and research on research Launched mobile-web optimised surveys during 2011 Conducted hundreds of multi-modal and mobile only studies globally My background is in quantitative research
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
MANY PEOPLE LIVE A ‘MOBILE-‐CENTRIC’ LIFE...
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
Many operating systems
Unique browser applications
Different input modalities
Screen size/resolution
Lack of Adobe Flash/Javascript
Over
6,500 web-enabled
devices
MOBILE WEB-‐BASED APP-‐BASED SMS/WAP-‐BASED
BUT IT’S STILL A JUNGLE OUT THERE...
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
MOBILE RESEARCH IS AN EVOLVING FIELD: Some examples of current and poten*al future applica*ons...
The ability to seamlessly connect mul*ple elements of these together in an ongoing dialogue with your respondents (while keeping each ac*vity short and engaging)
QUANTITATIVE In-‐situ research & geoloca:on (capturing consumers/ shoppers in the moment) Event based research (at the event or as soon as possible aNerwards) Post-‐experience sa:sfac:on Diary studies Website evalua:on via pop-‐ups
QUALITATIVE Mobile ethnography Photo/video upload and share Event experience Integra:on with social media (Facebook app)
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
There are additional considerations when conducting mobile research You should consider these in the research design process, NOT get to the end of that process and tack on mobile as just an additional deployment option Think of it is an opportunity to challenge the status quo and approach things differently
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
IDENTIFY AND OPTIMISE
BE AWARE OF QUESTION TYPES & BIASES
KEEP THE LENGTH UNDER 10 MINUTES (LESS IF NOT INCENTIVISED)
MAXIMISE AVAILABLE SCREEN SPACE
CONTROL FOR SCROLLING
TARGET MULTIMEDIA FOR IMPACT
QA FOR ALL DEVICES
DEPLOY INTELLIGENTLY
BEST PRACTICES FOR MOBILE…
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
IDENTIFY AND OPTIMISE…
Understand what questions work and how they will display in different operating systems and design questionnaire accordingly
Question types that aren’t supported may be skipped by the software
…FOR THE DEVICES SUPPORTED BY YOUR SOFTWARE
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
UNDERSTAND YOUR MARKET…
A bias may exist in terms of smartphone owners generally and/or particular types/brands
…AND BE AWARE OF POTENTIAL BIASES
In Australia, we found that there is an inherent bias in Smartphone ownership, but no difference between different brands
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
KEEP IT SHORT… AND SIMPLE
KISS…
The same survey will take 50% longer on a Smartphone compared to a desktop
Respondents are willing to give some leeway (within reason) – up to 10 minutes is a fair estimate for an incentivised survey (which is a 6-7 minute standard online survey)
Consider breaking longer surveys up into chunks and running as a series of shorter surveys – this obviously introduces other challenges
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
REAL ESTATE IS AT A PREMIUM…
Remove superfluous words from question and response code text to keep length short
Only use images in response buttons when there are a small number of options or it is absolutely necessary for question comprehension
Keep branding elements simple - avoid using banners and logos
…SO LOOK TO MAXIMISE YOUR AVAILABLE SCREEN SPACE
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
EXCESSIVE SCROLLING HURTS…
Where it makes logical sense, you may be able group 3-4 short related questions on the one screen e.g. age, gender, marital status
Keep answer categories short (try to keep to 6 or less, particularly when multiple response or scale ratings)
If you have more than 5 items in a grid you should consider splitting over multiple screens. NB: Different software will display grids in different ways so make sure you understand the layout/number of screen implications for your survey
Minimise scrolling as much as possible. Where it is unavoidable you should try to keep it to ‘one-way’.
…SO CONTROL FOR LIMITED AND LOGICAL SCROLLING
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
USE MULTIMEDIA SPARINGLY…
Keep in mind that data usage limitations and screen load times can be an issue when using multimedia – introduces drop out risk and respondent backlash
Excessive use of multimedia can dilute its impact
…FOR MINIMUM PAIN AND MAXIMUM IMPACT
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
…QA ON AS MANY DIFFERENT DEVICES AS POSSIBLE
ALLOW TIME TO ‘CHECK IT AGAIN SAM’…
If doing a multi-modal study make sure you check both completion methods thoroughly.
Just to reiterate – there are many operating systems, browsers, screen sizes, and other quirks to mobile devices. Know what ones your software covers and test on as many different platforms as you are able to.
If possible, also test on an un-supported platform to see what this experience is like. Can a respondent see a non-optimised version of the survey or are they precluded from taking part?
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
GIVE PEOPLE A CHOICE TO RESPOND WHEN, WHERE AND HOW THEY PREFER…
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
…TO MAXIMISE CHANCE OF RAPID RESPONSE
Be aware of the sample implications of making a study mobile only – even when advised it is mobile only many will try to complete on a desktop and drop out when that fails
Be clear in your communication to respondent about the choice or requirement of completing via mobile
The response window for mobile is tighter than for PC – Need to deploy at times of the day people are most likely to be able to complete straight away on their mobile – morning/evening commutes/lunchtime/after 8pm (likely to vary by target group)
Special additional challenges/considerations apply to weekend deployments
DEPLOY INTELLIGENTLY…
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
IDENTIFY AND OPTIMISE
BE AWARE OF QUESTION TYPES & BIASES
KEEP THE LENGTH UNDER 10 MINUTES( LESS IF NOT INCENTIVISED)
MAXIMISE SCREEN SPACE
CONTROL FOR SCROLLING
TARGET MULTIMEDIA FOR IMPACT
QA FOR ALL DEVICES
DEPLOY INTELLIGENTLY
RECAP: BEST PRACTICES FOR MOBILE…
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1
IDENTIFY AND OPTIMISE
BE AWARE OF QUESTION TYPES & BIASES
KEEP THE LENGTH UNDER 10 MINUTES( LESS IF NOT INCENTIVISED)
MAXIMISE SCREEN SPACE
CONTROL FOR SCROLLING
TARGET MULTIMEDIA FOR IMPACT
QA FOR BOTH MOBILE AND DESKTOP
DEPLOY INTELLIGENTLY
AND REMEMBER…
DESIGN FOR MOBILE DON’T JUST TACK IT
ON
Lachlan Stokoe, Vision Critical, Australia Festival of NewMR 2012 – Training Day – Session 1