The Long & Short Survey: Using split-design surveys to gather long insights in a short time - Sprint & Advanis

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD)

|

• Justin Yurkovich – Sprint, User Experience & Design

• Lori Reiser – Advanis

THE LONG & SHORT OF MOBILE SURVEYS

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Two Goals

1 2

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

CONTROL GROUP:

Full survey

TREATMENT 1: Shorter Survey

+ Optional Section

TREATMENT 2: Short Surveys -

4 versions

+ 5 min option

$$$$$ $$$

+ $$ (opt.) $$$

Methodology

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Response Rate

Ctrl, 6.8% TR 1,

5.5% TR 2, 3.9%

Completion Rate

PC , 15.40

Tablet, 16.30

Phone, 19.20

Minutes to Complete

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Device Used by Invite Method

14%

38%

94%

9%

11%

78%

51%

5%

Postcard Email SMS

Computer

Tablet

Phone

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Post Email SMS Post Email SMS Post Email SMS

79% 54% 8% 77% 50% 6% 76% 50% 4%

12% 36% 91% 15% 37% 94% 15% 39% 95%

9% 11% 0.6% 9% 13% 0% 9% 11% 0.5%

+ 21% 47% 92% 24% 50% 94% 24% 50% 95%

Who Completed on Mobile

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Device Used and Stated Future Preference

39%

8%

54%

69%

6%

9%

11%

78%

6%

20%

16%

85%

Which device type would you prefer to complete surveys like this?

Device used to complete survey

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Profile of Users by Device Used to Complete Survey

Mean Age % Female

% Employed full-time

% Completed college

% Caucasian / White

Different symbols used in the same row denotes statistically significant differences across groups

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Profile of Users by Device Used to Complete Survey

# Calls & Minutes used

# Texts

# Wireless Emails

browsing mobile internet

% Wireless cord cut

Adopts Technology Earlier

Adopts Technology Later

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Yes, you can get good results with less data!

@2013 Sprint Nextel. All right reserved. | Proprietary and Confidential Sprint User Experience Design (UXD) |

Contact Us

@Sprint

linkedin.com/company/Sprint

@AdvanisInsights

@Lori Reiser

linkedin.com/company/Advanis

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry