Elaine B. Coleman, Ph. D, Resolve Market Research & Dean Wiltse, Thumbspeak

Towards an Understanding of Smartphones as a Survey Platform

Lead Biographies Elaine Is Chief Research Officer and Co-Founder of Resolve Market Research, a leading global research consultancy with unique insight into how technologies and digital media transform consumers and audiences alike. Elaine holds a Ph.D. in Cognitive Science from the University of Toronto and was awarded a McDonnell Post-Doctoral Fellowship which was held at UC Berkeley. Coleman has been an executive of consumer research and product design for over 15 years. Her expertise in designing actionable research has attracted clients from wireless, games, technology, sports marketing and home entertainment.

Dean Wiltse is a market visionary who has pioneered multiple game-changing products and services including Mobile Relationship Marketing and Online Communities. Dean is the founder and President of Thumbspeak LLC and was the former CEO of Greenfield Online. Thumbspeak LLC focuses exclusively on leveraging smart phone technology to create a disruptive approach to gathering data for customer feedback and marketing research while encouraging advocacy and building loyalty. After being hired as CEO of Greenfield Online in 2001, he immediately recognized an opportunity to transform the business model. Under Dean’s leadership, Greenfield completed a successful IPO in 2004, a secondary offering later that same year and the purchase of Ciao in 2005, which led to the eventual sale of the company to Microsoft in 2008. In 2005, he was nominated for Ernst & Young’s ‘Entrepreneur of the Year’ award and Research Magazine’s ‘Marketing Industry CEO of the Year’ honor. Dean is the author of – ‘Weapons of Mass Collaboration: How to Use Online Communities to Drive Competitive Advantage’.

How does mobile compare?

Mobile n=500 iPhone

and Tablet Owners

Online n=366 iPhone

and Tablet Owners

Panel 1 Panel 2

Survey Topic

Tablets

Sample N=1480

Sample N=1000

Group Base Description

Online platform N=366 Those who completed the survey from an online,

computer platform

Mobile platform N=500 Those who completed the survey using their mobile

device via the Thumbspeak Application

Total Sample N=866 US Tablet owners and users

The margin of error for the full sample is +/- 4%, higher for subgroups.

The study was executed via an online and mobile survey from (April 13 – April 28, 2011) among a national US sample of 866 iPhone and Tablet Owners

Controlled for: Identical questions and stubs, fieldwork period, gender breakout, median age and age groups, business and personal tablet usage, base sizes with the mobile sample were randomly selected.

Comparing the Experiences

Mobile Online

Mode Comparisons…

19%

27% 48%

6%

Mobile Platform

17%

34%

46%

3%

Online Platform

More

Fewer

No change

Not sure

N=366 N=500

Q9: Are you downloading more or fewer apps on your smartphone now that you are using your tablet device? BASE: N=866

Are you downloading more or fewer apps on your smartphone now that you are using your

tablet device?

For the next tablet device you purchase, what size tablet would you most prefer?

9%

10%

67%

7%

7%

15%

13%

58%

9%

5%

Not sure

Small enough to fit in my back pocket (i.e., 7inches)

Small enough to fit in my purse or briefcase(i.e., 10 inches)

The same size as my laptop (i.e., 15 inches)

The largest size possible (i.e., 16 inches ormore)

MobilePlatform

OnlinePlatform

348

500

Q5: For the next tablet device you purchase, what size tablet would you most prefer? BASE: N=866

Content is now accessible across multiple devices (smartphone, tablet, PC, laptop, TV set, etc.). Which

devices do you use to watch your favorite TV and movie programming?

0%10%20%30%40%50%60%70%80%

OnlinePlatform

MobilePlatform

348

500

Q16: Content is now accessible across multiple devices (smartphone, tablet, PC, laptop, TV set, etc.). Which devices do you use to watch your favorite TV and movie programming? Base: N=848

Do you pay attention to advertisements while using

your tablet device?

32%

68%

33%

67%

Yes No

Q14: Do you pay attention to advertisements while using your tablet device? Base: N=866

Have you noticed any advertising while you are

using applications?

55%

45%

73%

27%

Yes No

Mobile Platform

Online Platform

366

500

Where do you use your tablet device at work?

Q7: Where do you use your tablet device at work? Base: N=866

0%

10%

20%

30%

40%

50%

60%

70%

At my desk In meetings Duringpresentations

Businesslunches

Onconference

calls

Other I don't usemy tablet at

theworkplace

Online Platform Mobile Platform

348 500

Research Operations Comparisons

Completion Rates

0100200300400500600700800900

10004

/13

/20

11

4/1

4/2

01

1

4/1

5/2

01

1

4/1

6/2

01

1

4/1

7/2

01

1

4/1

8/2

01

1

4/1

9/2

01

1

4/2

0/2

01

1

4/2

1/2

01

1

4/2

2/2

01

1

4/2

3/2

01

1

4/2

4/2

01

1

4/2

5/2

01

1

4/2

6/2

01

1

4/2

7/2

01

1

Qu

alif

ied

Co

mp

lete

s

Date

Mobile Online

Full Point Full

Point

Response Rates

43%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Response Rate

Mobile Online

How can we make the mobile survey platform experience actionable for our clients?

Mobile Surveys or Polls

Polls work Great!

But who wants to answer a 40 question survey on their phone?

How can we extract valid and reliable samples from mobile?

Innovate on the Sampling Structures

That require “Big Data” Managing

and analyzing large volumes of data in real-time

Age: 21 Ethnicity: Caucasian Environment: Lives at home Occupation: University Student on a scholarship Online Interests: Avid Pandora User Activity: Sends 50 texts per day Hobbies: Plays video games 2 hours per day Entertainment: Cord Cutter who watches HULU plus on a laptop at least 8+ hours per week

Close Approximate Match This is John…. This is Jon…. This is Johnny….

Commonalities across all of our Johns

I have a survey that is 40 questions long that we plan to distribute via

mobile.

John 1

John 2 -Next Approximate Match

John 3 – Next Approximate Match

Answers the first module of 10 questions then stops.

Answers the second 10 question module then

stops.

And so forth until the John Group has completed 4

modules of 10 questions

Media Consumption

Marital Status

Occupation

City, State

Age, Gender, Ethnicity

Online Behaviors

Matching Variables

Expect all Johns to answer in the same approximate way

Each individual’s responses are aggregated with others in their cohort and represent a more robust set of opinions of one type respondent.

Aggregated as a cohort group –with little

variance.

Aggregate Responses

John

Kari

Victor

This enables clients to distribute a 25 minute mobile questionnaire with the contextual benefits of a mobile experience.

Historically, with every new technology or research method comes an “effect” that needs to be understood separately from

its novelty

Historical Effects Face-to-Face:

The “Hawthorne Effect” “Demand or Pleasing Effect”

“Respondents take on the goal of pleasing the experimenter.”

Historical Effects Online:

The “Anonymity Effect” “The Power of Invisibility”

“There is a tendency to be more disparaging, inflammatory or honest.”

Historical Effects Mobile:

The “________ Effect”

…

4 Calls to Action

• Conduct more studies to “cognitively unpack” the Mobile Effect

• Develop new types of sampling methodologies make mobile actionable for business and product

• Develop elegant, easy mobile UI’s for end user experiences

• Think about “Big Data” and develop real-time data processing applications for research

Questions

Elaine.Coleman@Resolvemr.com

Dean@Thumbspeak.com

Presented at:

Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta

Organized by: Thank you to sponsors:

LinkedIn Group: Mobile MR

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