mobile surveys: quality and validation
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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Robert ClancyVP, Insights & Strategy
Lisa Wilding-BrownVP, Global Panel and Sampling Operations
Mobile Survey Data:Quality and ValidationMRMW Conference July 17, 2013
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
What we’ll be talking about today
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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
Drive slow, be safe and…
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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
…stay connected
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The creepy phone interviewer
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
The creepy mall interviewer
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The New Dawn
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Different Modes, Same Challenge
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A fragmented consumer makes connecting a challenge
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Now, we’re connecting on a whole new level…
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
…and, we can’t get enough
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56%
14%
19%
Within reach of my bed
In another room
In the bedroom
Where is your phonewhen you sleep?
24%
45%
64%
Percent of time during dayphone 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 within10-15 minutes before sleeping?
Source: uSamp Mobile Study, June 2013
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 12
Quality of Mobile Responses
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Big Driver of Quality Data for Mobile
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User Experience
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Surveys on Smartphones = A Great Experience
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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
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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
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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
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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%
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Ensuring Data Quality
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Learning from our past… there is no magic bullet
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Quality techniques in the mobile environment
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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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Caucasian CEO of a fortune 500 company….
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…suffering from alopecia…
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…and a super rare skin condition…
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…currently living in New York…
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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
…No! San Francisco…
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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
…who drives a cherry red Lincoln…
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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
…and owns a show dog…
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…who won Best in Show at Westminster.
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The Black Swan
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On the horizon…
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• Image recognition
• Automated photo coding
• Dial testing
• Audio transcription
• Behavioral monitoring
GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Robert ClancyVP, Insights & Strategy
Lisa Wilding-BrownVP, Global Panel and Sampling Operations
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