Elaine B. Coleman, Ph. D, Resolve Market Research & Dean Wiltse, Thumbspeak
Towards an Understanding of Smartphones as a Survey Platform
Lead Biographies Elaine Is Chief Research Officer and Co-Founder of Resolve Market Research, a leading global research consultancy with unique insight into how technologies and digital media transform consumers and audiences alike. Elaine holds a Ph.D. in Cognitive Science from the University of Toronto and was awarded a McDonnell Post-Doctoral Fellowship which was held at UC Berkeley. Coleman has been an executive of consumer research and product design for over 15 years. Her expertise in designing actionable research has attracted clients from wireless, games, technology, sports marketing and home entertainment.
Dean Wiltse is a market visionary who has pioneered multiple game-changing products and services including Mobile Relationship Marketing and Online Communities. Dean is the founder and President of Thumbspeak LLC and was the former CEO of Greenfield Online. Thumbspeak LLC focuses exclusively on leveraging smart phone technology to create a disruptive approach to gathering data for customer feedback and marketing research while encouraging advocacy and building loyalty. After being hired as CEO of Greenfield Online in 2001, he immediately recognized an opportunity to transform the business model. Under Dean’s leadership, Greenfield completed a successful IPO in 2004, a secondary offering later that same year and the purchase of Ciao in 2005, which led to the eventual sale of the company to Microsoft in 2008. In 2005, he was nominated for Ernst & Young’s ‘Entrepreneur of the Year’ award and Research Magazine’s ‘Marketing Industry CEO of the Year’ honor. Dean is the author of – ‘Weapons of Mass Collaboration: How to Use Online Communities to Drive Competitive Advantage’.
How does mobile compare?
Mobile n=500 iPhone
and Tablet Owners
Online n=366 iPhone
and Tablet Owners
Panel 1 Panel 2
Survey Topic
Tablets
Sample N=1480
Sample N=1000
Group Base Description
Online platform N=366 Those who completed the survey from an online,
computer platform
Mobile platform N=500 Those who completed the survey using their mobile
device via the Thumbspeak Application
Total Sample N=866 US Tablet owners and users
The margin of error for the full sample is +/- 4%, higher for subgroups.
The study was executed via an online and mobile survey from (April 13 – April 28, 2011) among a national US sample of 866 iPhone and Tablet Owners
Controlled for: Identical questions and stubs, fieldwork period, gender breakout, median age and age groups, business and personal tablet usage, base sizes with the mobile sample were randomly selected.
Comparing the Experiences
Mobile Online
Mode Comparisons…
19%
27% 48%
6%
Mobile Platform
17%
34%
46%
3%
Online Platform
More
Fewer
No change
Not sure
N=366 N=500
Q9: Are you downloading more or fewer apps on your smartphone now that you are using your tablet device? BASE: N=866
Are you downloading more or fewer apps on your smartphone now that you are using your
tablet device?
For the next tablet device you purchase, what size tablet would you most prefer?
9%
10%
67%
7%
7%
15%
13%
58%
9%
5%
Not sure
Small enough to fit in my back pocket (i.e., 7inches)
Small enough to fit in my purse or briefcase(i.e., 10 inches)
The same size as my laptop (i.e., 15 inches)
The largest size possible (i.e., 16 inches ormore)
MobilePlatform
OnlinePlatform
348
500
Q5: For the next tablet device you purchase, what size tablet would you most prefer? BASE: N=866
Content is now accessible across multiple devices (smartphone, tablet, PC, laptop, TV set, etc.). Which
devices do you use to watch your favorite TV and movie programming?
0%10%20%30%40%50%60%70%80%
OnlinePlatform
MobilePlatform
348
500
Q16: Content is now accessible across multiple devices (smartphone, tablet, PC, laptop, TV set, etc.). Which devices do you use to watch your favorite TV and movie programming? Base: N=848
Do you pay attention to advertisements while using
your tablet device?
32%
68%
33%
67%
Yes No
Q14: Do you pay attention to advertisements while using your tablet device? Base: N=866
Have you noticed any advertising while you are
using applications?
55%
45%
73%
27%
Yes No
Mobile Platform
Online Platform
366
500
Where do you use your tablet device at work?
Q7: Where do you use your tablet device at work? Base: N=866
0%
10%
20%
30%
40%
50%
60%
70%
At my desk In meetings Duringpresentations
Businesslunches
Onconference
calls
Other I don't usemy tablet at
theworkplace
Online Platform Mobile Platform
348 500
Research Operations Comparisons
Completion Rates
0100200300400500600700800900
10004
/13
/20
11
4/1
4/2
01
1
4/1
5/2
01
1
4/1
6/2
01
1
4/1
7/2
01
1
4/1
8/2
01
1
4/1
9/2
01
1
4/2
0/2
01
1
4/2
1/2
01
1
4/2
2/2
01
1
4/2
3/2
01
1
4/2
4/2
01
1
4/2
5/2
01
1
4/2
6/2
01
1
4/2
7/2
01
1
Qu
alif
ied
Co
mp
lete
s
Date
Mobile Online
Full Point Full
Point
Response Rates
43%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Response Rate
Mobile Online
How can we make the mobile survey platform experience actionable for our clients?
Mobile Surveys or Polls
Polls work Great!
But who wants to answer a 40 question survey on their phone?
How can we extract valid and reliable samples from mobile?
Innovate on the Sampling Structures
That require “Big Data” Managing
and analyzing large volumes of data in real-time
Age: 21 Ethnicity: Caucasian Environment: Lives at home Occupation: University Student on a scholarship Online Interests: Avid Pandora User Activity: Sends 50 texts per day Hobbies: Plays video games 2 hours per day Entertainment: Cord Cutter who watches HULU plus on a laptop at least 8+ hours per week
Close Approximate Match This is John…. This is Jon…. This is Johnny….
Commonalities across all of our Johns
I have a survey that is 40 questions long that we plan to distribute via
mobile.
John 1
John 2 -Next Approximate Match
John 3 – Next Approximate Match
Answers the first module of 10 questions then stops.
Answers the second 10 question module then
stops.
And so forth until the John Group has completed 4
modules of 10 questions
Media Consumption
Marital Status
Occupation
City, State
Age, Gender, Ethnicity
Online Behaviors
Matching Variables
Expect all Johns to answer in the same approximate way
Each individual’s responses are aggregated with others in their cohort and represent a more robust set of opinions of one type respondent.
Aggregated as a cohort group –with little
variance.
Aggregate Responses
John
Kari
Victor
This enables clients to distribute a 25 minute mobile questionnaire with the contextual benefits of a mobile experience.
Historically, with every new technology or research method comes an “effect” that needs to be understood separately from
its novelty
Historical Effects Face-to-Face:
The “Hawthorne Effect” “Demand or Pleasing Effect”
“Respondents take on the goal of pleasing the experimenter.”
Historical Effects Online:
The “Anonymity Effect” “The Power of Invisibility”
“There is a tendency to be more disparaging, inflammatory or honest.”
Historical Effects Mobile:
The “________ Effect”
…
4 Calls to Action
• Conduct more studies to “cognitively unpack” the Mobile Effect
• Develop new types of sampling methodologies make mobile actionable for business and product
• Develop elegant, easy mobile UI’s for end user experiences
• Think about “Big Data” and develop real-time data processing applications for research
Questions
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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