Unlocking Mobile, Respondent First - Google
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Transcript of Unlocking Mobile, Respondent First - Google
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
Title Sponsor Gold Sponsors
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MRMW Chicago May 27-30, 2014 #MRMW
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MRMW Chicago May 27-30, 2014 #MRMW
UNLOCKING MOBILE,RESPONDENT FIRST
Jon [email protected] ManagerGoogle Consumer Surveys
Why working together as an industry to prioritize the respondent is the key to success for mobile research.
May 2014
2014: THE YEAR OF MOBILE1999:2007:2013:1973: THE AGE OF MOBILE
MOBILE IS NOT A TREND, IT’S A REALITY.
So, how are researchersleveraging mobile?
SOURCE: GRIT Report, 2014.
For the most part, they aren’t.
Only 27% of researchers used mobile at all in 2013. A growth of just 4%!
MEANWHILE, IN 2014, MOBILE DIGITAL AD SPEND WILL GROW 55%. DESKTOP WILL GROW <1%.
SOURCE: eMarketer 2013.
Okay, well what about the researchers that are going mobile?
Many keep using the same long surveys...
...and panelists...
...but on mobile screens.
SOURCE: EXPERIAN, MAY 2013.
Smartphone users’ daily freetime:26 MINUTES.
Other researchers reserve mobile for one-off “mobile optimized” projects.
WHAT ISMOBILE OPTIMIZEDRESEARCH?
○ Shorter surveys○ Special device formatting○ Easier questions (i.e. no grids)○ Use of rich media
But to most researchers, “mobile optimized” sounds like:
EXTRA WORK
LESSDATA
OMG !!NO
GRIDS??
The result? Researchers are reluctant to go mobile.
○ context & location○ video & audio○ diaries○ ethnography
Mobile presents a tremendous opportunity.
○ global reach○ respondent scale○ lower cost○ faster turnaround
SO, HOW CAN THE INDUSTRY AVOID FALLING BEHIND?
COLLABORATIONCLIENTS + SUPPLIERS + PLATFORMS
Adopt a respondent first research strategy, today.
Researchers:1. Clients
FROM MOBILE OPTIMIZED TO RESPONDENT OPTIMIZED
WHAT ISRESPONDENT OPTIMIZEDRESEARCH?
○ Same principles as mobile friendly ○ Single, cross-platform survey design○ More frequent, nimble projects○ Better value exchange with respondents○ Leverage behavioral & inferred data
Develop & educate clients about practices like modularization, stitching, data fusion and batched
longitudinal studies.
Researchers:2. Suppliers
Build technology to support respondent optimized research and unlock mobile’s
potential.
Researchers:3. Platforms
1B+ ANDROID DEVICES IN 2014
MORE THAN 500K DOWNLOADS OF GOOGLE OPINION REWARDS IN 4 COUNTRIES
2014 40 COUNTRIES
40 LANGUAGES
1 PLATFORM
RESEARCHERS CAN LEVERAGE MOBILE TO HELPLEAD THEIR ORGANIZATIONS
BUT THEY MUST START TODAY.
Thank you!Jon [email protected] Manager, Google Consumer Surveys
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by