Mobile Methodology - Quality and Validation - uSamp
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Transcript of Mobile Methodology - Quality and Validation - uSamp
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Mobile Methodology: Quality and Validation MRMW Conference, 9th October 2013
Richard Merrick New Business Director
uSamp UK
Ben Leet Sales Director
uSamp UK
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
What we’ll be talking about today
2
1. The Emergence of Mobile
2. Case Study:
Mobile vs. Online Data Quality
3. Ensuring Mobile Data Quality
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Different Modes, Same Challenge
7
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MR is losing the battle for consumers’ time
8
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
MR is losing the battle for consumers’ time
9
Market Research
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 11
6% of people in the UK would rather live without their
significant other…
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…and, we can’t get enough of our mobiles
12
56%
14%
19%
Within reach of my bed
In another room
In the bedroom
Where is your phone
when you sleep?
24%
45%
64%
Percent of time during day
phone is within arm’s length
100% of the time
70+% of
the time
90+% of the time
30%
31%
24%
15%
Within 5 minutes
2 hrs. +
30 mins. – 2 hrs.
6 – 30 minutes
How quickly do you use your
smart phone after waking?
65%
35% NO
YES
Use smart phone within
10-15 minutes before sleeping?
Source: uSamp Mobile Study, June 2013
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Big Driver of Quality Data for Mobile
14
User Experience
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Surveys on Smartphones = A Great Experience
15
Easy 75%
Interesting 59%
Fun 50%
In the moment Convenient
Preferred Survey Mode
42% 55%
Source: uSamp Mobile Study, November 2012
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Mobile vs. Online Case Study: Response Rates
16
Mobile respondents responded well, despite a tougher task
MOBILE ONLINE
Initial response to invitation 9.0% 4.4%
Completed screener 86% 92%
Began main survey 92% 100%
Completed survey 86% 99%
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Mobile: in-the-moment yields higher quality data
17
Mobile Online
Confidence in recalling specific brands
HIGHER LOWER
Social desirability errors
LESS MORE
“Satisficing”
LESS MORE
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Mobile: Rich data collection
18
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
AUDIO TYPED
Open end word count 19.5 17.3
Percent 30 words or more 18.7% 15.3%
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 20
Ensuring Data Quality
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Learning from our past… there is no magic bullet
21
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Quality techniques in the mobile environment
22
Source Testing
Registration Scoring
Algorithmic Analysis
Respondent on-boarding
Recruitment
User Modeling
Red Herrings
Geo-specific Tracking
Geo-fencing
Rich Media Capture
Respondent Management
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Pilot study photos:
Rich Media Validation
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 27
If you remember one slide, this is it…
On the horizon…
28
• Image recognition
• Automated photo coding
• Dial testing
• Audio transcription
• Behavioral monitoring
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Richard Merrick New Business Director
uSamp UK
Ben Leet Sales Director
uSamp UK
WWW.MRMW.NET
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