Mobile Survey Data - Quality and Validation - uSamp

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

WWW.MRMW.NET

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GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI

Robert Clancy VP, Insights & Strategy

Lisa Wilding-Brown VP, Global Panel

and Sampling Operations

Mobile Survey Data: Quality and Validation MRMW Conference July 17, 2013

http://www.google.com/url?sa=i&rct=j&q=mobile+survey&source=images&cd=&cad=rja&docid=DtdmZJk8VRSlmM&tbnid=WkRojtt0-LIQDM:&ved=0CAUQjRw&url=http://www.gsmbird.com/using-a-mobile-survey-app-for-better-client-interaction/&ei=3evNUe6CDIX7ygG6hoGIAg&psig=AFQjCNEAkU3BTCsmQW68Q0DL8Se8CtQc9A&ust=1372536135818032


What we’ll be talking about today

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1. The Emergence of Mobile

2. Case Study:

Mobile vs. Online Data Quality

3. Ensuring Mobile Data Quality


Drive slow, be safe and…

3


…stay connected

4

GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI 5

The creepy phone interviewer


The creepy mall interviewer

6


The New Dawn


Different Modes, Same Challenge

8

http://www.google.com/url?sa=i&rct=j&q=unsure+person&source=images&cd=&cad=rja&docid=xIfzaFr5qHXEYM&tbnid=TNdXRYdb4u9_JM:&ved=0CAUQjRw&url=http://www.huffingtonpost.com/briana-rognlin/life-coaching-for-skeptic_b_709037.html&ei=vc3NUYfuLYX88QT3_oDoBw&psig=AFQjCNHPTis6JtF3GAcKjUxQfmYKTq8A8Q&ust=1372528379770606

http://www.google.com/url?sa=i&rct=j&q=online+survey&source=images&cd=&cad=rja&docid=XlcJ9feZoakAkM&tbnid=R1_UHHah7QUJ5M:&ved=0CAUQjRw&url=http://www.marketresearchforbeginners.com/five-tips-for-writing-an-online-survey/&ei=nanNUc_mFJHO9ATRjIGoDA&bvm=bv.48572450,d.eWU&psig=AFQjCNFngZl7iucteh60CQR4p8dTm9QucA&ust=1372519186665373


A fragmented consumer makes connecting a challenge

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Now, we’re connecting on a whole new level…


…and, we can’t get enough

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56%

14%

19%

Within reach of my bed

In another room

In the bedroom

Where is your phone

when you sleep?

24%

45%

64%

Percent of time during day

phone is within arm’s length

100% of the time

70+% of

the time

90+% of the time

30%

31%

24%

15%

Within 5 minutes

2 hrs. +

30 mins. – 2 hrs.

6 – 30 minutes

How quickly do you use your

smart phone after waking?

65%

35% NO

YES

Use smart phone within

10-15 minutes before sleeping?

Source: uSamp Mobile Study, June 2013


Quality of Mobile Responses


Big Driver of Quality Data for Mobile

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User Experience

http://www.google.com/url?sa=i&rct=j&q=happy+with+mobile+phone&source=images&cd=&cad=rja&docid=ImBDD_59YfL_4M&tbnid=_ORrQeKSdt4C6M:&ved=0CAUQjRw&url=http://footage.shutterstock.com/clip-2162681-stock-footage-successful-businessman-is-happy-using-mobile-phone-sending-text-message-outdoors.html&ei=HKrNUYvDEJTW8gSj9YCQCg&bvm=bv.48572450,d.eWU&psig=AFQjCNHoCKGLzSiOVZF_erZJrwQe4DVY9w&ust=1372519267651031


Surveys on Smartphones = A Great Experience

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Easy 75%

Interesting 59%

Fun 50%

In the moment Convenient

Preferred Survey Mode

42% 55%

Source: uSamp Mobile Study, November 2012

http://www.google.com/url?sa=i&rct=j&q=round+the+clock&source=images&cd=&cad=rja&docid=icuhHA5KPCQbuM&tbnid=sQVD0bV0xf6DXM:&ved=0CAUQjRw&url=http://rapgenius.com/1687646/Mac-miller-crushin-round-the-clock/Its-all-right-its-okay-seein-you-all-night-and-all-day-we-be-crushin-round-the-clock-crushin-crushin-round-the-clock-we-be-crushin-round-the-clock-crushin-crushin-round-the-clock-its-all-right-its-okay-seein-you-all-night-and-all-day-hey-we-be-crushin-round-the-clock-crushin-crushin-round-the-clock-we-be-crushin-round-the-clock-crushin-crushin-round-the-clock&ei=1rPNUaxghu70BMLmgfAO&bvm=bv.48572450,d.eWU&psig=AFQjCNHp_uJnYuDmxowqo5CJEE-oBO6nxA&ust=1372521728171740

http://www.google.com/url?sa=i&rct=j&q=computer&source=images&cd=&cad=rja&docid=R1ZurOuOtUJ2NM&tbnid=4LD4vNRi1acYyM:&ved=0CAUQjRw&url=http://www.buffalocomputerconsulting.com/&ei=UrXNUbHINIaA9gSp5oG4DA&bvm=bv.48572450,d.eWU&psig=AFQjCNGJ3X8f-pBbJYna1y8KXbyq5KPpyA&ust=1372522178228681


Mobile vs. Online Case Study: Response Rates

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Mobile respondents responded well, despite a tougher task

MOBILE ONLINE

Initial response to invitation 9.0% 4.4%

Completed screener 86% 92%

Began main survey 92% 100%

Completed survey 86% 99%

Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013


Mobile: in-the-moment yields higher quality data

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Mobile Online

Confidence in recalling specific brands

HIGHER LOWER

Social desirability errors

LESS MORE

“Satisficing”

LESS MORE



Mobile: Rich data collection

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AUDIO TYPED

Open end word count 19.5 17.3

Percent 30 words or more 18.7% 15.3%

http://www.google.com/url?sa=i&rct=j&q=typing+on+computer&source=images&cd=&cad=rja&docid=j2gXmNYqk2LcuM&tbnid=iSPRd8TxsjAvlM:&ved=0CAUQjRw&url=http://footage.shutterstock.com/clip-2342456-stock-footage-high-speed-typing-on-computer-keyboard.html&ei=mrvNUZrRLpPA9gTZj4DoDw&psig=AFQjCNFAxL3ZjIp3EHi7HXtGMJoH_W6pMg&ust=1372523768249890

http://www.google.com/url?sa=i&rct=j&q=talking+into+smartphone&source=images&cd=&cad=rja&docid=4S0cz1Wy04F60M&tbnid=i1WcxqWgEV2ibM:&ved=0CAUQjRw&url=http://tech2.in.com/news/smartphones/over-1-billion-smartphones-in-use-worldwide-report/519692&ei=Sr7NUYK4HorY8gSOiYGADw&psig=AFQjCNHEK3Q26pAown21BEw5FaiB7tIKSA&ust=1372524446648302


Ensuring Data Quality

http://www.google.com/url?sa=i&rct=j&q=data+quality&source=images&cd=&cad=rja&docid=Urpo5j6GizWO7M&tbnid=ywKJm6uzngd2LM:&ved=0CAUQjRw&url=http://businessnetworking.com/tag/givers-gain/&ei=W6_RUe6RNoLW9ATfuYBo&bvm=bv.48572450,d.eWU&psig=AFQjCNGNciAXso62t9RRgJoQIl1Mo7YgNg&ust=1372782786290515


Learning from our past… there is no magic bullet

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Quality techniques in the mobile environment

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Source Testing

Registration Scoring

Algorithmic Analysis

Respondent on-boarding

Recruitment

User Modeling

Red Herrings

Geo-specific Tracking

Geo-fencing

Rich Media Capture

Respondent Management

http://www.google.com/url?sa=i&rct=j&q=crowd&source=images&cd=&cad=rja&docid=hT7_nFc4Qf9tZM&tbnid=rqmiYeefu8RRkM:&ved=0CAUQjRw&url=http://irevolution.net/2013/04/02/theory-of-crowd-capital/&ei=n87NUajjL4ni9gTmg4DIAg&psig=AFQjCNEAARx0X64SL5zUjvXJ5_nR6mdmqw&ust=1372528658542394


Caucasian CEO of a fortune 500 company….

2

1

21


…suffering from alopecia…

22


…and a super rare skin condition…

23


…currently living in New York…

24


…No! San Francisco…

25


…who drives a cherry red Lincoln…

26


…and owns a show dog…

27


…who won Best in Show at Westminster.

28


The Black Swan

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http://www.google.com/url?sa=i&rct=j&q=black+swan+bird&source=images&cd=&cad=rja&docid=x46tt2Qfdpd5sM&tbnid=3cT5egjgyjXnaM:&ved=0CAUQjRw&url=http://www.thewesternisles.co.uk/birds/black-swan.htm&ei=fTrUUeO_DOHs0QGTqYCwBw&bvm=bv.48705608,d.dmQ&psig=AFQjCNGeLXpiX13-6wT8v2lYVDXFKI2Bfg&ust=1372949404509192

On the horizon…

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• Image recognition

• Automated photo coding

• Dial testing

• Audio transcription

• Behavioral monitoring


Robert Clancy VP, Insights & Strategy

Lisa Wilding-Brown VP, Global Panel

and Sampling Operations

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

Mobile Survey Data - Quality and Validation - uSamp

Technology