Lori Reiser - Festival of New MR - 2014

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014

Lori Reiser, Advanis, Canada Festival of NewMR, December 2014

Mobile Surveys By Design: How the words we choose have more impact than the

technology we employ

2014 Pla9num Sponsor

Lori Reiser Principal Consultant, Advanis Canada


All research is mobile (a.k.a. small screen) (even if you didn’t intend it that way)

21%

36%

Apr '13 Sep '14n = ~10,000 / month

Source: Email to web customer experience tracker conducted by Advanis


Small screen is instant and preferred

72% of North American panelists said that their mobile phone was their most “useful device” on a daily

basis, outranking computer or tablets.

Source: Online Panel Internal Research conducted by Advanis


Screen size choice is dictated by age (mobile is not enough)

Source: Mobile customer experience pilot conducted by Advanis


People are used to giving an opinion


Like MR, Journalists have had to learn to “speak mobile”

In 2010, the Financial Times had no mobile audience. Four years later, more

than 60% of FT readers access its content via mobile devices.

Source: hRp://www.inma.org/blogs/ahead-‐of-‐the-‐curve/post.cfm/5-‐9ps-‐for-‐news-‐wri9ng-‐with-‐mobile-‐eyes-‐in-‐mind

Today in France, smartphones account for more than 40% of Le

Monde’s readers

78% of US consumers (survey by AP) say they used their smartphones to get news during the

past week.


Journalist 'ps for “speaking mobile” •  Cut ruthlessly – but stay instantly

understandable

•  Put your readers first –  Speak to them, not at them

•  Use their language, not yours •  Where possible, put lists in a logical order •  People are used to interac9ng with their smartphones.

Give them a similar experience on your survey. –  They “touch” Facebook and TwiRer. They can comment, like, or share easily.

•  People are easily distracted on smartphones. –  Load quickly, get to the point, be engaging.

hRp://www.imediaconnec9on.com/content/26564.asp hRp://www.davidleeking.com/2014/01/21/wri9ng-‐for-‐the-‐mobile-‐web


Thinking about the last 9me you visited The Grill, how sa9sfied were you with the overall quality of the food you ordered? Were

you…

At your last visit, how sa9sfied were you with the quality of your food?

The Grill is conduc9ng research with its

customers about recent experiences in our

restaurants.

Please tell us about your recent visit to The Grill

restaurant.

Cut ruthlessly…but be understood


Can I trust my internal usage data?

Ask a few tester ques9ons

Good Match Main survey

Poor match Usage ques9ons Main survey


Above all else, “speak to a person”

Person

Respondent

Par9cipant

Consumer Client

User

Read more: hRp://business.9me.com/2012/04/18/should-‐we-‐stop-‐referring-‐to-‐people-‐

as-‐consumers/


In their words

“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the

language they use every day, the language in which they think.”

-‐ David Olgilvy

Source: Exploring Marke9ng Research By William Zikmund, Barry Babin (p. 359)


Do I sound like you? ü Use contrac9ons ü Shorter sentences ü End with a preposi9on ü Use common words

ü Use the ac9ve voice ü Read your survey aloud

ü We’d like to know how we can improve.

ü Where do you live?

ü Please tell us all the companies that you can think of.

ü  If you were shopping around for a new business suit, which of these stores would you visit?

Source: hRp://www.printwand.com/blog/15-‐9ps-‐for-‐wri9ng-‐in-‐a-‐conversa9onal-‐tone


Check your buzzwords


Technology can be a dissa'sfier if you don’t invest & test


Give an “app” experience, even on desktop

•  It’s no longer acceptable to use tools that were transplanted from paper surveys to desktop and are creeping into mobile. –  Radio buRons –  Number anchored scales –  Outdated instruc9ons

•  Take advantage of mobile tools, even if you have to offer an alterna9ve format to desktop users


THANK YOU

2014 Pla9num Sponsor

Lori Reiser Principal Consultant, Advanis Canada

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014


Watch a demo of Advanis mobile surveys at advanis.net/mobilesurvey

@AdvanisInsights / @LoriReiser [email protected]

87% of participants to a recent consumer panel survey say that our mobile surveys are better than others they

take

Marketing

Lori Reiser - Festival of New MR - 2014