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Why Mobile? Mobile era -How can mobile be used to derive marketing insights?

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Contents

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1 Why? Mobile era – Why is mobile important?

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2 What? Mobile era – What can we identify using mobile?

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3 How? Mobile era – How can we prepare mobile research?

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1. Why? Mobile era – Why is mobile important?

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Mobile is everywhere, but not everywhere the same

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0

10

20

30

40

50

60

70

80

90

100

Kore

a

Sin

gapore

UAE

Saudi Ara

bia

Sw

eden

Hong K

ong

Spain

Chin

a

Denm

ark

Norw

ay

UK

Taiw

an

Austr

alia

Neth

erl

ands

Isra

el

Sw

itzerland

New

Zeala

nd

Canada

Fin

land

USA

Austr

ia

Italy

Mala

ysia

Nig

eri

a

Germ

any

Slo

vakia

Fra

nce

South

Afr

ica

Japan

Russia

Port

ugal

Czech R

epublic

Gre

ece

Philip

pin

es

Pola

nd

Belg

ium

Mexic

o

Thailand

Turk

ey

Hungary

Vie

tnam

Arg

entina

Bra

zil

Indonesia

Kenya

Egypt

India

Smartphone Advanced Feature phone 'Dumb phone'

Source: Smartphone penetration: Google Consumer Barometer Total phone ownership: Connected Life 2014

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The good news….we’re already part of the change

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But it is competitive

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Client DIY

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Nature of the mobile opportunity

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Improved representivity

Access mobile-first markets

Reduce system 1 / recall reliance

Access hard to reach occasions

Representation Reality

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Too hard to complete

Taken by too few

Current panel model is not sustainable or representative

We need to act now

Nature of the challenge

Too long

How people want to take surveys is changing rapidly Device-neutral, mobile first

Data quality deteriorates rapidly for longer surveys Short & engaging

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As questionnaires get longer, people take less time to answer

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Example of typical answer time decay

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5.0

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Seco

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s

Any question being answered below two seconds and you have a problem

Source: Lightspeed GMI UK

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As questionnaires get longer people are much more likely to give the same answer

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132

Experimental research from LSR – respondents presented with sets of five agree/disagree statements . % giving the same answer to all five statements grows after 15th repetition

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Pattern answering (sequences of five answers in a row the same)

Starts to grow significantly after 15th repetition

Source: Lightspeed GMI UK

2. What? Mobile era – What can we identify using mobile?

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We use mobile to deliver ‘close to the moment’ consumer insights Main areas of opportunity

Consumption diaries Record usage or consumption occasions throughout the day

Experience diaries Record experiences with the brand

Purchase diaries Record purchase occasions

throughout the day

Product usage diaries Gives a ‘closer to the moment’

understanding of consumer product usage and behaviour

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Mobile gets survey into the moment for greater precision and accuracy

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The price

Special offer

Well-known brand

Drinks menu

Brand not available

Friends

Try something new

Complement food

Match the occasion

Drinks display

In bar diary Recall-based survey

Source: TNS UK

Which of these influence(d) you when you order(ed) a drink in a pub / bar?

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Respondent vs. Occasion based data

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Single survey Diary based

With single surveys, we typically analyse the data at a respondent level (i.e. 1 respondent = 1 complete)

With diaries, we tend to look at the data by ‘occasion’. This helps to increase the size of the data for analysis, especially in high frequency categories. (i.e. if 2 respondents make 4 entries each, we have 8 pieces of data for analysis)

3. How? Mobile era – How can we prepare mobile research?

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Updated look and feel - InTouch Survey Tools

The Dimensions Razor Shell includes new display tools and improved templates to fit a variety of screen sizes and phone types.

These InTouch Tools give us various options for displaying questions:

Standard answer lists

Grids

Using icons

Some are smartphone only, others are suitable for internet-enabled feature phones (the feature phone enabled question types being referred to as Standard MySurvey Questions)

Flash is no longer used – all tools run on HTML

Link to demo

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Page orientation

Mobile survey design should always be approached using a ‘portrait’ orientation.

This is the most natural way for respondents to hold their device (and can complete with one hand),

More importantly ensures as much content is displayed on the screen at once (given most of our question types require more vertical space, than horizontal)

Portrait Landscape

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Vertical scrolling

Good practice means scrolling should be kept to a minimum in general, but if necessary, it should be vertical only.

Ensure the questionnaire is thoroughly tested on a range of mobile devices and that no horizontal scrolling is required.

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Multiple questions per page

Connectivity issues and page loading lead to poor experience and/or drop outs

Multiple questions on a single screen can improve rather than detract from the respondent experience.

Multiple questions on a single page work well for example where:

- Content is similar

- No routing is required

Up to 3 questions is recommended

For example, show 3 statements and their answer scales on one screen, as opposed to 3 different screens.

Q1

Q2

Q3

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Concise language Review all content – but good starting points are:

From: Which of the brands listed below have you purchased in the past 3 months?

To: Which brands have you bought in the past 3 months?

Reduce ‘social chatter’

E.g. “Now, please think about…” – aim for no more than 1 please!

Keep the consumer in mind – do you have a ‘drink’ or a ‘beverage?’

Don’t restate the obvious

From: Please tell us how much of the grocery shopping for your household you personally do? All of it, Most of it, about half etc.

To: Do you do at least half of the grocery shopping for your house?

Get rid of ‘old conventions’

From: Using a seven point scale where 7 = Extremely Important and 1 = Not At All Important etc.

To: How important is each statement to you?

Reduce complexity

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List lengths

On mobile, avoid as much ‘respondent friction’ as possible. This includes zooming (in / out), and scrolling (in each direction).

It is possible to include a maximum of 15 codes on most smartphones, on a single screen and without impacting data.

However, a 10 minute survey with 15 items in every list:

• Is something most mobile respondents won’t tolerate

• Data quality will suffer

Imagine if you were presented with this list. We should not

expect respondents to be any different to us.

Remember that each design component is not independent of others.

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Grids

Traditional grid layouts, common in PC CAWI studies, are not suitable for mobile devices.

On mobile, grids should be deconstructed, and shown one screen at a time.

For smartphones, it is possible to ‘auto-advance’ through the screens without moving to the next page.

For less advanced phones, grid questions should be split over multiple screens.

(More info on next slide)

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Open ends

On mobile, respondents need to contend with:

For example:

Seeing this question,

respondents will most likely only a few brands – not

all those they know

So why ask??

Awkward touchscreens / navigation buttons

Small keypads Autocorrect

We know that first mention awareness

correlates most strongly with

actual behaviour – so this is all you need to

ask!

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Images / Videos

Thoroughly test images on all devices - What displays on a smartphone may not display

on a feature phone

Having lots of images will increase the time it takes to load a page – increasing the overall survey length

Ensure pictures (and especially videos) are ‘small’ file sizes – minimising impact on cellular data usage and load times

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Phone type definitions

Smartphone Internet connectivity Full browser and apps Touchscreen

Feature Phone Internet connectivity Basic browser, limited apps No touchscreen

Dumb Phone No internet connection Only suitable for SMS / IVR

Survey architectures

Mobile specific Surveys with a ‘mobile only’ approach, typically where data capture in the moment is a core objective

Device Agnostic Questionnaire consistent across PC and Mobile platforms - designed ‘mobile first’ for optimal experience

Device Adaptive Survey adapts to the platform it is taken on, with flexibility of a longer script on PC, and shorter, but common portion showing on mobile devices.

Multiple questions per page Consider using multiple questions per page where:

Content is similar

No routing is required

Up to a maximum of 3

Concise language Keep language simple and

easy to understand, using everyday language.

Reduce wording of questions and responses to bare minimum

Instruction text Delete unnecessary scene

setting

Avoid repetition

Avoid questions where significant effort is require to understand and complete

List lengths Maximum of 15 codes in a pre-coded list

Grids Ask each statement as a

separate question

Questions should always be statement led

Scales Keep scales short, strive for no more than 5 to 7 answer codes - do not show in grid format

Open ends Limit open ends to 1, and prompt for single word answers where possible

Images Images should be small (and

size compressed) and thoroughly tested on all devices included.

Images are not recommended on phones other than smartphones.

Videos Not recommended on any

phones.

If absolutely necessary, should be included for Smartphones only and thoroughly tested

Bear in mind ‘large’ file sizes may cause drop outs, and impact respondents data usage

Fonts & text formatting Special fonts draw attention to the key elements of the question or instruction text (e.g., bold face or ALL CAPS).

Over-arching principles Keep language and design

simple

Be consistent in design across device types

Get hands on and test designs on all devices

Every question must have a specific purpose

InTouch tools InTouch tools can be used if a Smartphone is the most ‘basic’ phone being used. For other mobile device types, scripting should be as simple as possible.

LOI + number of screens Aim for a maximum of 12 minutes on mobile. Mobile surveys take between 25-40% longer than when completed on a PC

Page orientation Always design for portrait view – the most natural way for respondents to hold their phone

Scrolling Horizontal scrolling should not be used in mobile designs – scrolling should be vertical only

To summarize, from now on, mobile surveys can be conducted regardless of device types, but it will be designed to provide the best experience on mobile.

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In summary:

All designs, whether device agnostic or mobile specific, must be approached mobile first

We should always be thinking ‘shorter, smarter’ in survey design

When either ‘mobile specific’ or ‘device agnostic’ approaches are applicable

There is no substitute but to TEST TEST TEST your surveys, and across different device types

Think what you would be prepared to do as a respondent

Want to know more?

Jeonghan Hong (Jeonghan.Hong@tnsglobal.com)

TER/IM Lead

23 years of Marketing Research experience

Big data mining, sales optimization, choice modeling

Predictive Analytics

Thanks, it’s time for mobile