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THE ULTIMATE GUIDE TO MOBILE CONSUMER RESEARCH
Survey Your Target Audience on Mobile
1Why Market ResearchMonitor brand performance.Determine market opportunity.Test ad ideas, product concepts.Create new ideas.
3Reaching the Right AudienceSelect preferred demographics.Set quotas to get a balanced view.Find the right respondents with proper screening questions.
2The Power of MobileReach a broader audience.Get results – fast.Efficient and affordable.High quality responses.
4Designing Your SurveyUsing different question types. Structuring the survey flow.Use survey logic to dig deeper.
Why Market Research?
Monitor Your PerformanceBrand Awareness and AffiliationProduct UsageCustomer SatisfactionConsumer SentimentCompetitive Assessment
The aim of marketing is to know and understand the customer so well, the product or service fits them and sells itself.
“-PETER F. DRUCKER
DEFINE MARKET OPPORTUNTY
Determine Product/Market Fit
Identify Total Market SizeUnderstand Unmet Market NeedsDetermine Current Purchasing HabitsIdentify Interest Level in a New Solution
Gain Actionable InsightsMake Smarter Decisions
Discover Traits of Potential Buyers
TEST CONCEPTSGet Feedback
Product ConceptsFeatures
Ad ConceptsLogosDesign
MessagingA/B Test
Competitive Comparison
Get New Ideas-Uncover opportunities to differentiate-
Traditional Market Research Time ConsumingExpensiveLimited AudienceSlow Turn Around
The Power of Mobile
http://www.smartinsights.com/internet-marketing-statistics/insights-fr om-kpcb-us-and-global-inter net-tr ends-2015- report/
2.0BSmartphone Users Globally
150xConsumers check their mobile devices 150x/day
51%Of time spent on Internet accessed on Mobile
FASTER RESULTSMOBILE VS DESKTOP
Mobile provides greater reachMobile users are more easily accessible
Mobile-optimized increases response rateIn-app surveys decrease completion time
Both are much faster than traditional survey methods of phone, in-person, or paper-based surveys.
Mobile Surveys combine principles of traditional research with scale, reach, and affordability of the smartphone-enabled economy.
MOBILE USERSRespond at their convenience
More engagedSurveys are shorterEasy to use interface
Enter responses directlyReduce interviewer misinterpretation
More honest answers
Quality Responses
Reaching the Right
Audience
SELECT TARGET AUDIENCE
Set Quotas To Determine Who You Want Opinions From
How Many RespondentsHow Often Do You Want ResponsesMale / Female DistributionAge RangesLocation
SCREENING QUESTIONThe most important factor in finding a relevant
audience
FindAGroup“Didyouseethepoliticaldebates?
YOUCANBEVERYSPECIFIC
FindAnAudience“Areyouamotherwithchildrenaged5-12?”
FindAnOpinion“Doyousupportguncontrol?”
FindABehavior“Areyouasmoker?”
Designing Your Survey
Keep survey language simple and to the point
Consider smaller screen sizes in question & answer design
Images should be 1-2MB max
Mobile users prefer tapping on one screenvs typing and long-form scrolling
Be considerate of a mobile user’s time
MOBILE PHONE SURVEY GUIDELINES
Answers should not cross-over1-5 1-56-10 NOT 5-1011-15 NOT 10-1516-20 NOT 15-20
Add variety of question types to avoid users falling into a response pattern
Keep number of questions to 15-20 to avoid “survey fatigue”
MORE CONSIDERATIONS
Question TypesSingle Answer
Multiple AnswerRating
Open-EndedMatrix
SINGLE ANSWER
Close-ended question; easy to analyze results
Respondent chooses only one answer from 2 or more choices
“Yes/No” is polarizing, but provides limited insights
Don’t offer too many answer choices
5 option scale recommended
StronglyDisagree
Agree Strongly Agree
NeutralDisagree
One user can select multiple answers
Since an answer can be chosen multiple times, rank answers according to frequency, not “percentages”
Be sure to randomize answers to avoid bias
MULTIPLE ANSWER QUESTIONS
RATINGSLIDER
Scales can varyGet better responses with 1 - 5
Get more distribution with 1 - 100
80
3
2
50
Effective at capturing unknown issues, assessing feelings or uncovering attitudes
Difficult to quantify/analyze
Potential for off-topic answers – users can type anything. And they will!
Mobile respondents typically provide less open-ended feedback
Limit usage in a mobile survey
OPEN-ENDED QUESTIONS
MATRIX QUESTIONS
Great for comparing multiple items in one question
Can apply Likert, Ranking, Bipolar or other types
Scrolling can be an issue for mobile
Limit number of topics and response options
StronglyDisagree
Agree Strongly Agree
NeutralDisagreeStaff was friendly
StronglyDisagree
Agree Strongly Agree
NeutralDisagreeRoom was clean
StronglyDisagree
Agree Strongly Agree
NeutralDisagreeCheck in was easy
Structuring the SurveyConsider flow, question type, sequencing and writing style
GUIDELINESEngage Users
Keep questions and answers shortRandomize answers to reduce bias
Start with general questions
Single Answer get better response ratesMultiple Answer can elicit preference info
Open-Ended provides more insightConsider Survey Logic for more depth
SURVEY LOGIC
Route respondents through a different survey experience based on their answers
QUESTION SKIP LOGIC
Send respondents to a new question based upon their response
1) Do you use social media on your mobile phone?YesNo
IF YES IS SELECTED THEN GO TO QUESTION 2IF NO IS SELECTED THEN GO TO QUESTION 3
2) How often do you login?Several times a dayOnce a day1-2x a week2-3x a month
3) What brand of mobile phone do you have? iOSAndroidWindowsOther
PATH TO SUCCESSStart with goals, determine your audience, launch the survey, leverage insights
PlanSet goals for your survey, what you want to find out, from whom, and how often
DesignDesign your survey questions and answers before you use an online tool
ExecuteEstablish audience selection criteria & reach them on mobile to get the best responses
TIPS
OUR PROCESS IS SIMPLE
Select Your Audience
Design Your Survey
Preview & Launch
190,790,984
Mobile Consumers on the Pollfish Mobile Survey Networkas of Feb 23, 2016 - and growing…
Credits
Specialthankstoallthepeoplewhomadeandreleasedtheseawesomeresourcesforfree:
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