build great mobile survey experience with qualtrics
TRANSCRIPT
Braydon Anderson!Product Marketing, Qualtrics!
Ryan Nelsen!Product Marketing, Qualtrics!
WEBINAR SPEAKERS
The average person looks at their phone 150 times a day.
91% American adults have a cellphone!
74% Have a smartphone!
80% Browse the web daily, on a phone!
64% Check email daily, on a phone!
!
Source: Pew Internet surveys 2006-‐2014 Source: Marke:ng Land / Smart Insights
THE MOBILE MOVEMENT
Yet, 36% of researchers are NOT leveraging mobile!
TWO MAJOR ISSUES
Biased response!
Biased non-response!
Only 1-5% will access a survey more than once!
!
#1 TREND IN RESEARCH
Source: G. Peterson, Unintended Mobile Respondents, CASRO Technology Conference
Qualtrics Research Suite Makes it Easy!!
Deliver clean, branded surveys to respondents regardless of device !
!Capture the right insights from the right people at the right time!
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EVOLVING RESEARCH DESIGN
DID YOU KNOW? POCKET FEEDBACK, ON-THE-GO !Now you can:!!• Interact with consumers directly on
their smartphone!
• Personalize the feedback experience as if they were texting with a friend!
• Build one survey that works for email, social and SMS distribution!
DID YOU KNOW?
• 90% of text messages are opened and read within 3 minutes • 98% of SMS responses are collected within 24 hours • 90-94% of customers who answer the first question, answer
all questions and 60-70% are willing to provide comments • Coupons, offers and loyalty programs are redeemed "
8x more than emails • 25-45% is the average industry response rate for SMS
• In-the-moment Insights!
• Post-transactional Feedback!
• Promotional Offerings (Done the right way)!
• University Research and Student Outreach!
• Real-time Event Feedback !and Polling!
TOP 5 WAYS TO USE QUALTRICS SMS SURVEYS
• Manual entry!• Data errors!• Lost/wasted data!• Lack of centralized data!• No reporting!• Inefficient!• Time consuming
OLD SCHOOL METHODS
Capture in-the-moment feedback on your tablet or smartphone anytime, anywhere —without an Internet connection. Perfect for use in the field and anywhere your team interacts with customers. !!Available for:!• Apple’s iPad, iPod and iPhone!• Most Android Tablets!• Android Smartphones Version 4.1+!
NEW SCHOOL: QUALTRICS OFFLINE SURVEY APP
1 Face-to-face feedback 2 Focus groups!
3 Shopper experience!
4 Consumer intercept research!
5 Concept testing!
6 Self-service feedback (kiosk)!
7 Product development!
8 University research!
9 Employee feedback!10 Offline & everywhere your customers are!
TOP 10 USE CASES FOR IN-THE-MOMENT
Responsive Themes
Mobile Compatibility Advisor
Device Detection
Mobile Survey Preview
Mobile Matrix Questions
SMS Surveys
Offline Surveys
MULTI-CHANNEL MOBILE APPROACH
• Set accurate time expectations up front!• Have someone else test the length of the survey on a mobile phone!
• Think about color contrast – could be taken in bright sunlight !• Don’t expect to get rich, open-ended responses!• Shorten instructions !
• Determine which day and time is best for respondents to receive mobile survey!
• Consumers see the SMS history every time they open a new message – Avoid over-surveying – Keep messaging consistent
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BEST PRACTICES TO CONSIDER
RECOMMENDED NEXT STEPS
Re-evaluate your survey questions "and optimize "for mobile
Leverage the mobile technology "in Qualtrics
Consider "mobile, SMS & Offline for upcoming projects with the respondents’ view in mind
Take a "multi-channel approach to engage your audience