Presented by Lisa Wilding-Brown, VP, Panel Operations, uSamp & Robert Clancy, VP Insights and Strategy, uSamp at Market Research in the Mobile World North America 17 - 18 July 2013, Minneapolis, USA This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry

2. WWW.MRMW.NET
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3. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Robert Clancy
VP, Insights & Strategy
Lisa Wilding-Brown
VP, Global Panel
and Sampling Operations
Mobile Survey Data:
Quality and Validation
MRMW Conference July 17, 2013

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What we’ll be talking about today
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1. The Emergence of Mobile
2. Case Study:
Mobile vs. Online Data Quality
3. Ensuring Mobile Data Quality

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Drive slow, be safe and…
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…stay connected
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The creepy phone interviewer

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The creepy mall interviewer
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The New Dawn

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Different Modes, Same Challenge
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A fragmented consumer makes connecting a challenge
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Now, we’re connecting on a whole new level…

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…and, we can’t get enough
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56%
14%
19%
Within reach of my bed
In another room
In the bedroom
Where is your phone
when you sleep?
24%
45%
64%
Percent of time during day
phone is within arm’s length
100% of the time
70+% of
the time
90+% of the time
30%
31%
24%
15%
Within 5 minutes
2 hrs. +
30 mins. – 2 hrs.
6 – 30 minutes
How quickly do you use your
smart phone after waking?
65%
35% NO
YES
Use smart phone within
10-15 minutes before sleeping?
Source: uSamp Mobile Study, June 2013

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Quality of Mobile Responses

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Big Driver of Quality Data for Mobile
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User Experience

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Surveys on Smartphones = A Great Experience
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Easy 75%
Interesting 59%
Fun 50%
In the moment Convenient
Preferred Survey Mode
42%55%
Source: uSamp Mobile Study, November 2012

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Mobile vs. Online Case Study: Response Rates
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Mobile respondents responded well, despite a tougher task
MOBILE ONLINE
Initial response to invitation 9.0% 4.4%
Completed screener 86% 92%
Began main survey 92% 100%
Completed survey 86% 99%
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013

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Mobile: in-the-moment yields higher quality data
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Mobile Online
Confidence in recalling specific brands
HIGHER LOWER
Social desirability errors
LESS MORE
“Satisficing”
LESS MORE
Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013

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Mobile: Rich data collection
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Source: uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping Survey, May 2013
AUDIO TYPED
Open end word count 19.5 17.3
Percent 30 words or more 18.7% 15.3%

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Ensuring Data Quality

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Learning from our past… there is no magic bullet
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Quality techniques in the mobile environment
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Source Testing
Registration Scoring
Algorithmic Analysis
Respondent on-boarding
Recruitment
User Modeling
Red Herrings
Geo-specific Tracking
Geo-fencing
Rich Media Capture
Respondent Management

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Caucasian CEO of a fortune 500 company….
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1
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…suffering from alopecia…
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…and a super rare skin condition…
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…currently living in New York…
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…No! San Francisco…
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…who drives a cherry red Lincoln…
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…and owns a show dog…
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…who won Best in Show at Westminster.
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The Black Swan
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32. On the horizon…
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• Image recognition
• Automated photo coding
• Dial testing
• Audio transcription
• Behavioral monitoring

33. GREATER NEW YORK | LOS ANGELES | DALLAS | LONDON | NEW DELHI
Robert Clancy
VP, Insights & Strategy
Lisa Wilding-Brown
VP, Global Panel
and Sampling Operations

34. WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

35. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry