Future-proof mobile research: successful survey and panel strategies for the mobile revolution Leslie Townsend - Chief Executive Officer – Kinesis Revealing the current state of mobile research participation. Discuss the implications of mobile research adoption: what are the advantages and limitations? Identify best practices that enable successful implementation of both mobile (and mixed mode) surveys and panels.

1. Merlien Institute – Market Research in the Mobile World 2011
Future-Proof Mobile Research
Successful survey and panel strategies for the mobile revolution
Leslie Townsend
President & Co-Founder
Kinesis Survey Technologies

2. Market Research in the Mobile World 2011
Q: Will we recognize the market research industry in 5 years?
The Mobile Expansion
A: Yes. And no.
YES
• Existing methodologies will continue to be utilized
(modifications will be necessary)
• Both robust researcher solutions and DIY solutions will
continue to have their place
• Social media and app growth is levelling off
NO
• Respondent experience will be MORE important than data
collection method
• Mobile research will be equally prominent (if not more
prominent) than PC research
• Traditional panels will continue to decline
• Feature phones will be nearly obsolete
© Kinesis Survey Technologies, 2011

3. Market Research in the Mobile World 2011
The Mobile World: where are we right now?
The Mobile Expansion
• 77% of the world population are mobile
subscribers
• 50% of Americans will own a smartphone by
year’s end
• M-commerce continues to grow
• You can no longer control the device chosen for
accessing the web and email
• Mobile technology is moving quickly - it is
challenging for solution development to keep
pace
• The industry has yet to establish recognized best
practices for mobile research
• Non-response bias, due to the lack of mobile
device support, is a growing problem
© Kinesis Survey Technologies, 2011

4. Market Research in the Mobile World 2011
Consumers LOVE their mobile devices.
Types of Mobile Devices Used by Research
Respondents
Feature Phone 30.40%
Smartphone 84.09%
Mobile Activities Performed By Research
Netbook 20.43% Respondents
90.00%
iPad/other tablet 12.59% 80.00%
70.00%
60.00% Phone Calls
50.00%
Texts
40.00%
30.00%
Web Access
20.00% Apps
10.00%
0.00%
Feature Phones Smartphones
Source: Kinesis/StartSampling, data collected Apr 2011
© Kinesis Survey Technologies, 2011

5. Market Research in the Mobile World 2011
Therefore the market research industry should love mobile devices too.
• “Anytime, anywhere” data collection has the power to move
research to the point of sale/consumption: MORE IMMEDIATE
and MORE RELIABLE data
• Mobile web access will surpass PC web access in 2013, and the
number of mobile-only web users is growing
• Younger demographics are difficult to recruit to traditional
online panels, more receptive to mobile
• Many more options for recruitment and survey invitation
delivery/reminders are available
• There is potentially higher engagement on the mobile device
because of 24/7 interaction
© Kinesis Survey Technologies, 2011

6. Market Research in the Mobile World 2011
70.0%
Product Research Conducted By Consumers on Smartphones
60.0% 57.2%
50.0%
43.5%
40.1%
40.0% 38.5% 38.7%
34.0%
30.0%
24.9% 25.7%
22.1%
19.0% 19.7%
20.0% 18.3%
14.7%
12.8% 13.5%
12.6%
11.6% 11.4%
10.0% 8.8%
6.7% 5.9% 6.2% 5.7%
3.8% 4.5%
0.0%
Compare Products/Prices Read Product Reviews Get Input from Social Media Locate Retailer/Get Purchase Product
Directions
Within the Past Week Within the Past Month Within Past 6 Months Six Months or Longer Never
Source: Kinesis/StartSampling, data collected Apr 2011
© Kinesis Survey Technologies, 2011

7. Market Research in the Mobile World 2011
Several emerging mobile technologies are very well-suited for market research.
• QR Codes/Short Codes: Launch mobile
surveys and recruit new panelists anytime
and from anywhere
• Geo-location: Trigger survey invitations/
reminders automatically based on the
respondent’s location
• Speech to Text: Quickly and easily capture
qualitative, experiential feedback in real-
time
• Custom Research Apps: All research
functionality incorporated into one solution;
great for long-term panels and diary
research
© Kinesis Survey Technologies, 2011

8. Market Research in the Mobile World 2011
Mobile adoption dictates that research methodologies must evolve.
Survey Strategies
• Design surveys with fewer questions per respondent, presented randomly, to support mobile interaction
• Choose invitation method based on sample (email, SMS, geolocation, etc.)
• Include more pass-through data fields
• Keep validation (error messaging) to a minimum
• Avoid unnecessary images and branding
• Avoid extensive use of open ends
Survey Design Comparison
PC Surveys Mobile Surveys
Average # of Data Points 312.4 17.2
Average # of open Ends 25.4 2.4
Average Completion Time 9.4 minutes 5.0 minutes
Source: Kinesis, data collected Jul-Dec 2010
© Kinesis Survey Technologies, 2011

9. Market Research in the Mobile World 2011
Mobile adoption dictates that research methodologies must evolve.
Panel Strategies
• Expand recruitment channels to optimally target
mobile users (mobile websites, social media, QR
code/short code linkage)
• Authenticate participants as the mobile panel is built
(rather than during the survey process)
• Offer a mobile version of MROC websites - panelists
will come to expect this
• Carefully plan and schedule panelist communications
- do not over send
© Kinesis Survey Technologies, 2011

10. Market Research in the Mobile World 2011
Best practices for mobile research implementation.
• Do not try to render the same participant
experience for every respondent (although
uniform delivery is the goal, differing mobile
Mobile Device Type Used to Take Surveys
device capabilities will prevent total
standardization in the near term)
Other
Apple iOS
• Regularly monitor the mobile device types used (Windows
22%
by your respondents to gain better insight as to Mobile, Palm,
Feature
the technical capabilities/limitations of your
Phones)
research delivery 39%
Android
27%
• Multimode (PC/mobile) surveys and MROC
Blackberry Symbian
websites should be implemented whenever
4% 8%
possible to reach a broader sample and offer the
greatest device flexibility to participants
Source: Kinesis, data collected Jul-Dec 2010
© Kinesis Survey Technologies, 2011

11. Market Research in the Mobile World 2011
Industry To-Do List:
• Get mobile experience now! All researchers must make a plan to begin building mobile and
multimode research expertise
• Launch a PR campaign to remind brands that market research is critical for honing mobile marketing
strategies – it’s a new frontier for ad spending
• Provide a more integrated experience throughout all components of the value chain – from ad
exposure to shopping/decision making to usage/consumption
• Develop all projects based on the respondents’ perspective: create a seamless end-to-end
participation experience (recruitment, registration/profiling, invitation system, survey participation,
incentive management, etc.) for both mobile and PC interaction
• Expand recruitment practices to obtain a larger sample - recruit from traditional websites, mobile
sites, social media, and general intercept
© Kinesis Survey Technologies, 2011

12. Market Research in the Mobile World 2011
THANK YOU!
Questions?
Leslie Townsend, Kinesis President
Phone: +1 512.372.8218
Email: ltownsend@kinesissurvey.com
Web: www.kinesissurvey.com
Market Research in the Mobile World | © Kinesis Survey Technologies, 2011

13. 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
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