Mobile Best Practices
- 1. Mobile Webinar – Best Practices in Mobile Research February 29, 2012
- 2. Mobile Research Series Part 1 Best Practices in Mobile Research Part 2 ROR on Mobile Research Part 3 Mobile Research How to
- 3. By 2015, 62% of mobile phones will be “SMART” Mobile traffic has nearly tripled since ‘08 Over 15% of Google searches are via mobile Explosion of growth in tablet computers
- 4. Mobile web
- 6. It’s a jungle out there... • Many operaCng systems 6,500 • Unique browser applicaCons web-‐enabled devices • Different input modaliCes • Screen size/resoluCon • Lack of Adobe Flash/Javascript
- 9. Mobile Web – Device Detection • Sniffer to automatically identify supported devices • Brower stats collected • Identify which device they used • Use in conditional logic • Use for reporting
- 10. Mobile Web – the Good • Members don’t have to download anything • Provides ability for dual mode data collection – desktop and/or mobile • Flexibility • Broader representation of target market • Single survey creation Limitations • No photo/video upload • No location based push of surveys
- 11. Why should you use Mobile? 1. BETTER EXPERIENCE • We know some panelists complete via mobile despite the bad experience, now they will have a good mobile experience 2. INCREASE RESPONSE RATES • Encourage the more elusive segments to participate: travelers, younger demo, tech savvy 3. IN SITUATION RESEARCH • Get them where they are, while they are experiencing the situation/event 11
- 12. Author Once.. Deploy Everywhere… 12
- 13. Best practices for mobile… Profile for smartphone ownership/usage Communicate flexibility and choice Maximize screen space Design surveys from the ground up with mobile in mind Be Aware of supported ques@on types Be mindful of survey length QA for both mobile and desktop 13
- 14. Profile for Mobile Leverage the Mobile Usage Survey Template Understand………. 1. How many of your members have smartphones 2. How they use their phone 3. Their willingness to take mobile surveys 14
- 15. Communicate Mobile Option Communicate the ability to do Mobile Surveys Let them know they have flexibility in how they respond 1. Portal content 2. Newsletters 3. Email invites 4. Email subject lines 15
- 16. Maximize Screen Space REAL ESTATE AT A PREMIUM 1. Clients will have a blank mobile skin 2. Option to have custom mobile skin created 16
- 17. Study Design Three options 1. Desktop and mobile 2. Mobile only 3. Desktop only • Dual mode will become the default • Mobile only and Desktop only require a reason for forcing a single mode 17
- 18. Select Mode 18
- 19. Question Design • Screen space is at a premium • Be concise
- 20. Question Types All of your favorite question types – redesigned from the ground up
- 21. Single Choice 21
- 22. Multi-choice 22
- 23. Numeric (open end and sliders) 23
- 24. Date 24
- 25. Single Choice Grids: grids, card sorts and sliders 25
- 26. Multi Choice Grids 26
- 27. Allocation (Grids and Sliders) 27
- 28. Everything else • Open Ends • Text Instructions • Quotas • Redirects • Conditional logic BE SURE TO ……. • Rethink image use • Both the size of the image and frequency of using images 28
- 29. Survey Length Mobile takes longer • 50% longer • While convenience is appreciated, members have only so much tolerance for survey length • Over time, with the learnability of mobile surveys, the time to complete may be closer to the desktop version (Future ROR) 29
- 30. QA Via a Mobile Simulator * QA can take longer if you need to QA both the desktop and the mobile version. 30
- 31. Mobile Simulator and Browsers • Admin users must have a more recent version of a web browser that supports HTML5. • The following browser versions (and above) support HTML5: – Internet Explorer 9 – Firefox 4 – Chrome 10 – Safari 4 – Opera 11.5 31
- 32. Mobile Research Series – Part 2 Research on Mobile Research Wednesday March 28th 11am PST Andrew Grenville, CRO
- 33. QUESTIONS Monique Morden EVP, Products