the survey is not supported by your device driving best practices in device-agnostic brand...
TRANSCRIPT
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by
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
The Survey is not supported by your device:
Driving best practices in device-agnostic brand tracking Zoë Dowling, Ph.D. & Wai Jean Loh, Added Value
MRMW Conference, Chicago, May 2014
1 MRMW Chicago, May 2014 @zoedowling
Ready or not, multi-mode
surveys are here
5%
20%
40%
2 MRMW Chicago, May 2014 @zoedowling
New screens on the block…
3 MRMW Chicago, May 2014 @zoedowling
Device Agnostic
Building Best Practices
Mobile Research is not ‘lift and shift’.
But don’t throw the baby out with the
bathwater. General Mills
6 MRMW Chicago, May 2014 @zoedowling
+
R&D rethinking 20+ minute
tracking studies
CELL 1
PC only
Traditional Panel
n=600
12 minute q’re
CELL 2
Mobile Only
Split Panel &
Dynamic Sourcing
n=600
6 minute q’re
CELL 3
PC/Tablet
Split Panel &
Dynamic Sourcing
n=600
6 minute q’re
Client mobile studies
+ Kantar research on sample
sources and questionnaire
design
Sample
Sample design was haunting me. Who are we
leaving out? Who are we ignoring? Which
consumers and which voices are we amplifying
that maybe we shouldn’t be?
Jim Kohl | Director, Consumer Insights
Career Education Corporation
9 MRMW Chicago, May 2014 @zoedowling
Younger and more diverse, amplified with mobile Younger and more diverse
MOBILE
PC
TR
AD
ITIO
NA
L P
AN
EL
DY
NA
MIC
SO
UR
CIN
G
10 MRMW Chicago, May 2014 @zoedowling
Differences beyond demographics
Brand A
Brand A
MOBILE
PC
TR
AD
ITIO
NA
L P
AN
EL
DY
NA
MIC
SO
UR
CIN
G
11 MRMW Chicago, May 2014 @zoedowling
Sample composition as opposed to survey mode
12 MRMW Chicago, May 2014 @zoedowling
Be Device Agnostic
Know thy sample
Embed
Sample Best Practices
Questionnaire Design
Design is holistic. Respondents don’t care that
one person wrote the questions, but another
programmed the instrument, and a third
designed the interface.
Mick Couper
Designing Effective Web Surveys
15 MRMW Chicago, May 2014 @zoedowling
Usability and UX: fundamental for the small screen
Lack of context Increased cognitive
load
‘Fat finger’ syndrome Needs to be easy to
read and scan
16 MRMW Chicago, May 2014 @zoedowling
Shortening the questionnaire: an exercise in ‘letting go’
Advanced analytics Experimental design ‘Human Element’ Qualitative deep dive
17 MRMW Chicago, May 2014 @zoedowling
While keeping essentials
18 MRMW Chicago, May 2014 @zoedowling
Optimize across modes
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Questionnaire Design Best Practices
Usability and UX is fundamental
Reduce, while keeping the essence
Optimize for all screens
Data Integration
21 MRMW Chicago, May 2014 @zoedowling
We started with mobile
23 MRMW Chicago, May 2014 @zoedowling
But it isn’t just about mobile
It’s the framework New smarter way of tracking Providing greater ROI
Thank you @zoedowling & Wai Jean Loh
@AddedValueUS
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