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Moving answers with the Gyroscale:
Using the mobile device‟s gyroscope for
market research purposes

General Online Resear...
Mobile Market Research

1
Technology development vs. research approaches
Mobile Market Research is definitively happening…

Situation of Mobile Market Research in 2014 :
• Use of mobile device is...
… but other rules may apply in the mobile context

Market Research does not thrill
respondents

Mobile MR tends to make th...
Two major directions of mobile questionnaire development:
Responsive Design vs. Device Agnostic Design
Responsive Design

...
Development of the Gyroscale

2
From idea to technology development
Lütters/Westphal/Heublein at GOR 2007 (Leipzig):
“The future of graphical scaling is interactive”

Flash interaction with ...
Idea: Interaction through device movement:
The Gyroscale literally moves answers

The Gyroscale® is available in questfox®...
Analytic Hierarchy Process Saaty as a methodical framework to use
the pairwise answering technique

Goal

Criterion A

Cri...
Demonstration of the Gyroscale in action
http://youtu.be/yVqLoXcZWb8

Screencast recorded on a hybrid laptop with mouse in...
A study of HTW Berlin with support from Panelbiz Berlin

3
Setup and field report
HTW Berlin study with identical content to three "sensitive" topics in
order to induce deviant answer patterns in four tec...
10 minutes survey in Germany with sampling based on device used

Field report
First Response
Monday 26th of August 2013

2...
A background script senses the device„s capabilities of using the
gyroscope and switches to the appropriate version
Questi...
2 Gyroscale interventions in a complex questionnaire setting with 34
question pages

Gyroscale
interventions:
6 comparison...
Results of the first study using the Gyroscale

4a
Non-reactive results
Drop-out rates of mobile devices significantly higher
Smartphone generates the highest drop-out rate

Drop-out rate in% of...
Drop-out for mobile devices higher all through the questionnaire
Gyroscale not responsible for higher drop-out rate
1st Gy...
Results of the first study using the Gyroscale

4
b

Reactive results
6 pairwise comparisons end up in an identical ranking of items
independently from the device used

n=107

n=117

Input wit...
3 pairwise comparisons showing only minor differences in the data
from the 4 different devices

n=107

n=117

Input with
M...
Results of the first study using the Gyroscale

4c
Consistency check
Desktop generates the worst consistency values
… it is today‟s industry standard of measuring AHP consistency

n=218
n=107...
The quality indicator “consistency” is surprisingly positive on both
mobile devices

PC

Laptop

Tablet
(Gyroscale)

Phone...
Limitations of the Gyroscale

5
A critical reflection on the opportunities of the Gyroscale for
market research studies
The Gyroscale offers some divertissement during a questionnaire,
but needs to be substantiated with a specific methodology...
Mobile Research: The issue of interaction design seems to be more
significant than the mobile usage itself
•

•
•
•

Respo...
Our next study will compare data of mobile surveys only
Who would like to support that approach?

Touch

Voice

Gyro

Nois...
1 Minute market research seems to be possible

Gyroscale in combination with
decision making models

Comparable to the 7 M...
Thank you for your interest in the Gyroscale
Test it with your mobile device under http://gyroscale.com
Authors:
Holger Lü...
Nächste SlideShare
Wird geladen in …5
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Moving answers with the gyroscale

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Moving answers with the GyroScale: Using the mobile device’s gyroscope for market research purposes.
A new way of asking questions in market research.
Presentation of Holger Lütters, Michael Kraus, Daniel Westphal (HTW Berlin / HWR Berlin, Germany
Presentation at #GOR14 in Cologne.
At stu
@luetters

Veröffentlicht in: Marketing
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Moving answers with the gyroscale

  1. 1. Moving answers with the Gyroscale: Using the mobile device‟s gyroscope for market research purposes General Online Research 2014 - Cologne, 6th of March 2014 Holger Lütters – Hochschule für Technik und Wirtschaft Berlin Michael Kraus – Hochschule für Wirtschaft und Recht Berlin Daniel Westphal – Hochschule für Technik und Wirtschaft Berlin
  2. 2. Mobile Market Research 1 Technology development vs. research approaches
  3. 3. Mobile Market Research is definitively happening… Situation of Mobile Market Research in 2014 : • Use of mobile device is growing incredibly (> 1 billion smartphones in use) • Technology limitations restrict research ideas • Innovation in mobile market research: black/white questionnaires are formatted to fit on the smallest colored screens • Lack of ideas how to incorporate the power of mobile devices into the world of online research • Our contribution to the development of new interaction forms: The Gyroscale A new form of interaction design in the interview process using a mobile device’s gyroscope to capture interview answers Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 3
  4. 4. … but other rules may apply in the mobile context Market Research does not thrill respondents Mobile MR tends to make things worse (for researcher & respondent) • Questionnaires tend to be boring for respondents in times of social media quizzes • The growing amount of entertaining interactions like Facebook quizzes is catching the attention of respondents • Willingness to participate in questionnaires steadily goes down • … • Smaller screen size • Less control of the surrounding • Less tools for interaction available • More time needed to complete • Higher cost with • Lack of specific methodology • … Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 4
  5. 5. Two major directions of mobile questionnaire development: Responsive Design vs. Device Agnostic Design Responsive Design Device Agnostic Design • Adaption of questionnaire layout according to the respondent’s technology used • One version fits all design without necessary installation of specialized tools Example: Matrix question for desktop use Example: Identical question in responsive design on mobile device Source: www.questback.com Source: www.questfox.com Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 5
  6. 6. Development of the Gyroscale 2 From idea to technology development
  7. 7. Lütters/Westphal/Heublein at GOR 2007 (Leipzig): “The future of graphical scaling is interactive” Flash interaction with movement and sound Non-interactive scales with AJAX technology Interactive tests of the team based on Flash technology in 2007 Examples based on Ajax technology Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 7
  8. 8. Idea: Interaction through device movement: The Gyroscale literally moves answers The Gyroscale® is available in questfox® Source: www.pangealabs.com Gyroscale® and questfox® are trademarks of pangea labs GmbH Switzerland Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 8
  9. 9. Analytic Hierarchy Process Saaty as a methodical framework to use the pairwise answering technique Goal Criterion A Criterion B Criterion C 6 pairwise comparisons A vs. B A vs. C A vs. D Criterion D B vs. C B vs. D C vs. D 4 Elements = 6 pairwise comparisons with results about • Ranking order • Weighting of each criterion • Consistency check for all 6 comparisons Source: http://en.wikipedia.org/wiki/Analytic_hierarchy_process Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 9
  10. 10. Demonstration of the Gyroscale in action http://youtu.be/yVqLoXcZWb8 Screencast recorded on a hybrid laptop with mouse input and touch functionality Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 10
  11. 11. A study of HTW Berlin with support from Panelbiz Berlin 3 Setup and field report
  12. 12. HTW Berlin study with identical content to three "sensitive" topics in order to induce deviant answer patterns in four technical routes Four device categories were targeted in comparison: Device1 Desktop Device 2 Laptop Device 3 Tablet Device 4 Smartphone Target n=200 Target n=100 Target n=200 Target n=100 3 sensitive topics to provoke deviant answers: Politics Sex Drug Abuse Full report under http://de.slideshare.net/luetters/device-agnostic-research-sex-drugs-politics Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 12
  13. 13. 10 minutes survey in Germany with sampling based on device used Field report First Response Monday 26th of August 2013 2774 Contacts Language German Last Response Monday 1st of September 2013 662 complete Interviews Drop-out rate 8,5%-22,7% Participation Time 10 minutes and 35 seconds (mean) Representative panel study with Panelbiz.com using SaaS Tool questfox.com Full report under http://de.slideshare.net/luetters/device-agnostic-research-sex-drugs-politics Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 13
  14. 14. A background script senses the device„s capabilities of using the gyroscope and switches to the appropriate version Question as shown on a Desktop/Laptop Question as shown on a Mobile Device (Gyroscope detected) Source: examples of standard slider scale and Gyroscale in questfox.com Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 14
  15. 15. 2 Gyroscale interventions in a complex questionnaire setting with 34 question pages Gyroscale interventions: 6 comparisons 3 comparisons • 2 interventions with the Gyroscale in 34 questions • 9 comparisons to be performed during interview • Reactive asking about the device used while background tracking the functionality of a gyroscope in the mobile device • Out of 437 mobile devices a gyroscope detection was positive on 359 devices (=82%) Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 15
  16. 16. Results of the first study using the Gyroscale 4a Non-reactive results
  17. 17. Drop-out rates of mobile devices significantly higher Smartphone generates the highest drop-out rate Drop-out rate in% of qualified starters after screening phase 22,7% 14,9% 9,4% 8,5% time in sec 533 631 763 =100% Completes (starters) 485 +9% +23% +36% n=107 (113) n=118 (123) n=209 (264) n=228 (330) Base: n=663 complete respondents (Completion Rate after Screenouts/Quota-Full rules of the panel) Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 17
  18. 18. Drop-out for mobile devices higher all through the questionnaire Gyroscale not responsible for higher drop-out rate 1st Gyroscale intervention 6 pairwise comparisons 2nd Gyroscale intervention 3 pairwise comparisons Drop-out measurement after screening-phase (Question 11) Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 18
  19. 19. Results of the first study using the Gyroscale 4 b Reactive results
  20. 20. 6 pairwise comparisons end up in an identical ranking of items independently from the device used n=107 n=117 Input with Mouse Touchpad Trackball etc. n=204 Input with device movement using Gyroscale n=211 6 pairwise comparisons with Analytic Hierarchy Process using different technologies Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 20
  21. 21. 3 pairwise comparisons showing only minor differences in the data from the 4 different devices n=107 n=117 Input with Mouse Touchpad Trackball etc. n=204 Input with device movement using Gyroscale n=211 3 pairwise comparisons with Analytic Hierarchy Process using different technologies Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 21
  22. 22. Results of the first study using the Gyroscale 4c Consistency check
  23. 23. Desktop generates the worst consistency values … it is today‟s industry standard of measuring AHP consistency n=218 n=107 1. Rating: 0,272 2. Rating: 0,281 n=118 1. Rating: 0,236 2. Rating: 0,236 n=209 1. Rating: 0,219 2. Rating: 0,253 1. Rating: 0,255 2. Rating: 0,266 Base n = 662; consistency measurement in the Analytic Hierarchy Process, No repetition of inconsistent pairwise comparisons; Consistency was measured in two different AHP Decision Trees (1. rating, 2. rating) without warm-up The higher the value, the more inconsistent the response pattern; Classic limit after Thomas L. Saaty: CR <0,1 Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 23
  24. 24. The quality indicator “consistency” is surprisingly positive on both mobile devices PC Laptop Tablet (Gyroscale) Phone (Gyroscale) very consistent 16,80% 22,90% 26,30% 23,20% consistent 23,40% 22,00% 20,60% 18,90% less consistent 47,40% 44,10% 34,90% 38,20% inconsistent 11,20% 6,80% 10,00% 11,00% extremely inconsistent 0,90% 0,00% 1,40% 0,90% Base n=107 n=118 n=209 n=228 1. Rating 0,272 0,236 0,219 0,255 2. Rating 0,281 0,236 0,253 0,266 Base n = 662; consistency measurement in the Analytic Hierarchy Process, No repetition of inconsistent pairwise comparisons; Consistency was measured in two different AHP Decision Trees (1. rating, 2. rating) without warm-up The higher the value, the more inconsistent the response pattern; Classic limit after Thomas L. Saaty: CR <0,1; Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 24
  25. 25. Limitations of the Gyroscale 5 A critical reflection on the opportunities of the Gyroscale for market research studies
  26. 26. The Gyroscale offers some divertissement during a questionnaire, but needs to be substantiated with a specific methodology Gyroscale Pros • Measurement with entertaining character • Impulsive measurement with movements might be more spontaneous (does not need to be worse than answers with a mediated interface (mouse; touchpad etc.) • Very suitable for pairwise comparisons like Semantic Differential, Analytic Hierarchy Process, Conjoint Analysis… Gyroscale Cons • 82% detection rate of gyroscope functionality is not representative (like Flash in 2004) • Limited to one answer per screen • Technology issues between iOS, Windows Phone, Android etc. Every device needs to be programmed once and controlled regularly • Device size has an influence on the reaction (angle) and might cause different effects • Hybrid device with touch and mouse • Gyroscale might also become boring once it is integrated everywhere Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 26
  27. 27. Mobile Research: The issue of interaction design seems to be more significant than the mobile usage itself • • • • Response patterns of answers to different devices need to be looked at in general. Surprising difference in the response patterns between the categories laptop and desktop New problems for researchers of perception and attention in the mobile arena Device agnostic is the development direction. Proprietary developments (Apps, Flash, Silverlight etc.) bring us back to the stone ages of computer development The future of research will remain mobile: Maybe device intermediated answering is part of the past already Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 27
  28. 28. Our next study will compare data of mobile surveys only Who would like to support that approach? Touch Voice Gyro Noise Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 28
  29. 29. 1 Minute market research seems to be possible Gyroscale in combination with decision making models Comparable to the 7 Minute Abs video from “Something about Mary” • Quick answers to complex models • Complexity of the model distributed in a network of users • Quick surveys with serious background http://www.viddler.com/v/c8809791 Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 29
  30. 30. Thank you for your interest in the Gyroscale Test it with your mobile device under http://gyroscale.com Authors: Holger Lütters – HTW Berlin Michael Alexander Kraus – HWR Berlin Daniel Westphal – HTW Berlin Contact information Prof. Dr. Holger Lütters Thanks to the supporters of the study: www.panelbiz.com Hochschule für Technik und Wirtschaft Berlin Fachbereich 3 Treskowallee 8 10318 Berlin Raum TA VG 732 Holger.Luetters@htw-berlin.de www.luetters.com Twitter @luetters xing.com/profile/Holger_Luetters de.linkedin.com/in/luetters/ www.pangealabs.com Gyroscale® is a development of pangea labs GmbH Switzerland and is available in the SaaS survey tool questfox® www.questfox.com Special thanks to Benjamin Schubert for design input www.bennika.com Lütters / Kraus/ Westphal· Moving answers with the Gyroscale · #GOR14 · Cologne 6th of March 2014 30

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