Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013

White Paper: What does Mobile Optimization Really Mean?

Summarized Description: Abt SRBI, a full service global Market Research and Strategy Organization, is

taking the still somewhat unclear definition of “Mobile Optimization” to a new and clear level. While we

recognize the need for (1) surveys to render properly on all devices and tablets we feel strongly that we

must include the full spectrum of the mobile experience; adding (2) accessing the survey tool and (3)

managing and presenting the data to the end-user/client.

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In 2011 Abt SRBI revamped one of the largest Voice of the Customer programs in the US, making it the

first program in the world fully incorporating all consumer feedback channels of data into one program.

The program, which was originally launched in 2002, has evolved along with technology development

and trends; starting with data collection using IVR only, adding web in 2004 and mobile in 2011. In

addition to collecting data by soliciting feedback the program also monitors Social Media covering the

full spectrum of available Customer Feedback.

When making the decision to add the mobile channel we carefully investigated the best approach; we

decided to partner up with a mobile technology firm giving us the best and quickest access to the most

advanced tools on the market. Ensuring a positive experience for the customer, and requiring full

mobile optimization warrants the need to recognize the cell phone handset and displays screens which

are optimised for the handset – both in terms of the handset technology and age; a feature phone

receives a cut down version of the survey page to make it faster refreshing and more suited to slower

handset software and browser capabilities when we recognise however that they have a smartphone we

can then optimise for the actual handset operating system such as iPhone, Android, Blackberry

We and our client felt strongly that we needed to do more for the customers who were taking the time

providing us with their valuable insights. We knew the experience had to be positive and consistent

across all modes (IVR, web and mobile). We also knew that we needed to keep our client happy –

presenting all data, regardless of source, back in an actionable way. We were clearly managing a “Big

Data” project; combining and interpreting data from multiple sources, with the need to allow for alerts

and immediate action to address and prevent problems, along with ensuring corporate goals are being

met and supported.

To fully optimize mobile data collection Abt SRBI firmly believes that all 3 phases presented below must

be achieved.

1. Flexible Mobile Access to Survey

2. Consistent Survey Experience

3. Accessible Reporting

Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013 Ensuring these phases are achieved not only provides the customer with an easy, user-friendly

experience, but also ensures that reliable data is being captured that is readily available to clients.

1. Flexible Mobile Access to the Survey: Allowing customers to determine their preferred method of

providing feedback, not only by channel, but when and how he/she wishes to use their phone our

program lets the customer chose if they want to text to join by sending a trigger word to a short code to

receive the mobile survey link, or if they want to scan a QR code taking them immediately to the first

page of the survey, or if they want to type in the actual URL. Customers’ preferences differ based on

mobile plans, mobile savvyness and level of comfort regarding privacy and timing (do they want to take

the survey right now or at a later point in time). Today we see the following split: 15%IVR, 56%Web,

29% Mobile (48%QR code, 52%shortcode launch). This is a shift from only one year prior where IVR

represented 75%, resulting in significant cost savings. We also have seen an increase by close to 50% in

total completes.

The client likes the mix of reduced budget and increased number of completes!

2. Consistent Survey Experience: After accessing the survey we tested different ways of designing the

survey to ensure that reliable and accurate data was being collected. From a statistical validation

perspective we knew that the experience across modes must be the same. Best practice has taught us

that one question / page is the right approach, however we tested this and found that condensing

several questions into one page works very well, does not impact responses, and actually increase

response rates. It is also important to consider the aspect of optimisation when scripting the survey.

This is often difficult to influence due to longitudinal data requirements of the client and the project,

and the need to be comparative with other channel scripts. We will share more of the pilot experiences

to demonstrate trial and optimisation.

3. Accessible Reporting: Today we present data to our clients in real time through an online dashboard.

Data from all channels is being made available to our client, in a login secure and hierarchy aware

environment, using web or mobile. The fact that more than half of our one client’s stores do not have

internet access forced mobile reporting. Today we know that more than half of all operators view their

feedback using their mobile device.

Our program ensures full mobile optimization, taking advantage of available technology both on the

customer side and provider side, data collection is simply one piece of the puzzle needing Optimization.

Our organization invested in developing new ways of collecting and disseminating data; setting up web

services, managing quota and integrity of the program. Next steps include introducing Geo fencing,

Social Media-like features and Mobile panels.

Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013 Authors’ and Presenters’ Biographies:

Kristine Burnaska, Ph.D., Manager of Analytics, Abt SRBI – Dr. Kristine Burnaska's primary area of

expertise is in research methods. She has practiced in the field for over 10 years. Her responsibilities

have involved analyzing data, utilizing various qualitative and quantitative methodologies and

developing effective presentations and reports to communicate results in the public and private sector.

She has demonstrated ability to manage projects effectively including meeting challenging timelines and

achieving under-budget results. Specific responsibilities include: developing assessment and data

collection instruments over a range of assessment and evaluation programs (e.g., customer satisfaction;

branding; feasibility studies); conducting analyses of survey data; interpreting and reporting results of

analyses; conducting cognitive interviews and focus groups; creating protocols and training materials,

devising scoring rubrics; validating constructs through the use of expert panels, training interviewers;

supervising staff; overseeing quality control of products; budgeting tasks and contracts; and working

closely with clients and the design team to provide insights and ensure a value product. Dr. Burnaska

received her doctorate from the University of Illinois.

Annelie Phillips, Business Development Director, Abt SRBI – Ms. Phillips has 17 years market research,

customer service, operations and project management experience. Ms. Phillips has worked in the US

and Europe where she has managed complex and demanding research projects and research

departments. The last 13 years her focus has been on online research, panel management, within the

last years adding mobile research and new social media products to her focus. Ms. Phillips has hands on

experience in developing, managing, and maintaining research panels and communities. In her current

role Ms. Phillips is responsible for vendor selection and management, managing online and mobile

services; new and future - guaranteeing cutting edge offerings to clients, along with development and

management of processes ensuring efficiencies, price competitiveness and superior quality products.

Ms Phillips joined Abt SRBI in 2009 from Forrester Research, Inc., where she managed online research

for syndicated and proprietary research projects, focusing on nascent technology products and services.

Prior to Forrester Research, Ms. Phillips worked at Compete, Inc as a Client Services Director and for

Chadwick, Martin, Bailey, Inc. as a Project Manager and Research Director. Ms. Phillips holds a BSBA

(1995) in Marketing, and an MBA (2000) from Suffolk University, Boston, MA.

Tim Snaith, PhD., Chief Research Officer, OnePoint Global; Tim Snaith is co-founder of OnePoint Global

and focuses on the design and development of the OnePoint Global mobile research and feedback

service. Prior to founding OnePoint, Tim was a consultant specializing in operational diagnostics, and

change management for clients such as Deloitte, Lloyds TSB, and HSBC. As principal consultant at Cape

Consulting, Tim specialized in customer service excellence for clients including Bank of Ireland, Allen &

Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013 Overy, Shoosmiths, British Council, The Rank Group, Norwich Union Insurance, Citroen, and Virgin

Airlines. His consulting experience across multiple industry sectors and functions proved that the

challenges in gaining real time and rapid market insight, employee and customer feedback were the

same for all organizations. This is the driver behind the OnePoint service. Tim's specialty is delivering

innovative strategic and operational solutions that deliver measured tangible commercial benefits. He

holds a PhD from the School of Management at the University of Surrey, a MSc. from the School of

Public Programmes at Arizona State University, and a BA (Hons) in Planning Administration from Leeds

University.