1. Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013
White Paper: What does Mobile Optimization Really Mean?
Summarized Description: Abt SRBI, a full service global Market Research and Strategy Organization, is
taking the still somewhat unclear definition of “Mobile Optimization” to a new and clear level. While we
recognize the need for (1) surveys to render properly on all devices and tablets we feel strongly that we
must include the full spectrum of the mobile experience; adding (2) accessing the survey tool and (3)
managing and presenting the data to the end-user/client.
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In 2011 Abt SRBI revamped one of the largest Voice of the Customer programs in the US, making it the
first program in the world fully incorporating all consumer feedback channels of data into one program.
The program, which was originally launched in 2002, has evolved along with technology development
and trends; starting with data collection using IVR only, adding web in 2004 and mobile in 2011. In
addition to collecting data by soliciting feedback the program also monitors Social Media covering the
full spectrum of available Customer Feedback.
When making the decision to add the mobile channel we carefully investigated the best approach; we
decided to partner up with a mobile technology firm giving us the best and quickest access to the most
advanced tools on the market. Ensuring a positive experience for the customer, and requiring full
mobile optimization warrants the need to recognize the cell phone handset and displays screens which
are optimised for the handset – both in terms of the handset technology and age; a feature phone
receives a cut down version of the survey page to make it faster refreshing and more suited to slower
handset software and browser capabilities when we recognise however that they have a smartphone we
can then optimise for the actual handset operating system such as iPhone, Android, Blackberry
We and our client felt strongly that we needed to do more for the customers who were taking the time
providing us with their valuable insights. We knew the experience had to be positive and consistent
across all modes (IVR, web and mobile). We also knew that we needed to keep our client happy –
presenting all data, regardless of source, back in an actionable way. We were clearly managing a “Big
Data” project; combining and interpreting data from multiple sources, with the need to allow for alerts
and immediate action to address and prevent problems, along with ensuring corporate goals are being
met and supported.
To fully optimize mobile data collection Abt SRBI firmly believes that all 3 phases presented below must
be achieved.
1. Flexible Mobile Access to Survey
2. Consistent Survey Experience
3. Accessible Reporting

2. Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013
Ensuring these phases are achieved not only provides the customer with an easy, user-friendly
experience, but also ensures that reliable data is being captured that is readily available to clients.
1. Flexible Mobile Access to the Survey: Allowing customers to determine their preferred method of
providing feedback, not only by channel, but when and how he/she wishes to use their phone our
program lets the customer chose if they want to text to join by sending a trigger word to a short code to
receive the mobile survey link, or if they want to scan a QR code taking them immediately to the first
page of the survey, or if they want to type in the actual URL. Customers’ preferences differ based on
mobile plans, mobile savvyness and level of comfort regarding privacy and timing (do they want to take
the survey right now or at a later point in time). Today we see the following split: 15%IVR, 56%Web,
29% Mobile (48%QR code, 52%shortcode launch). This is a shift from only one year prior where IVR
represented 75%, resulting in significant cost savings. We also have seen an increase by close to 50% in
total completes.
The client likes the mix of reduced budget and increased number of completes!
2. Consistent Survey Experience: After accessing the survey we tested different ways of designing the
survey to ensure that reliable and accurate data was being collected. From a statistical validation
perspective we knew that the experience across modes must be the same. Best practice has taught us
that one question / page is the right approach, however we tested this and found that condensing
several questions into one page works very well, does not impact responses, and actually increase
response rates. It is also important to consider the aspect of optimisation when scripting the survey.
This is often difficult to influence due to longitudinal data requirements of the client and the project,
and the need to be comparative with other channel scripts. We will share more of the pilot experiences
to demonstrate trial and optimisation.
3. Accessible Reporting: Today we present data to our clients in real time through an online dashboard.
Data from all channels is being made available to our client, in a login secure and hierarchy aware
environment, using web or mobile. The fact that more than half of our one client’s stores do not have
internet access forced mobile reporting. Today we know that more than half of all operators view their
feedback using their mobile device.
Our program ensures full mobile optimization, taking advantage of available technology both on the
customer side and provider side, data collection is simply one piece of the puzzle needing Optimization.
Our organization invested in developing new ways of collecting and disseminating data; setting up web
services, managing quota and integrity of the program. Next steps include introducing Geo fencing,
Social Media-like features and Mobile panels.

3. Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013
Authors’ and Presenters’ Biographies:
Kristine Burnaska, Ph.D., Manager of Analytics, Abt SRBI – Dr. Kristine Burnaska's primary area of
expertise is in research methods. She has practiced in the field for over 10 years. Her responsibilities
have involved analyzing data, utilizing various qualitative and quantitative methodologies and
developing effective presentations and reports to communicate results in the public and private sector.
She has demonstrated ability to manage projects effectively including meeting challenging timelines and
achieving under-budget results. Specific responsibilities include: developing assessment and data
collection instruments over a range of assessment and evaluation programs (e.g., customer satisfaction;
branding; feasibility studies); conducting analyses of survey data; interpreting and reporting results of
analyses; conducting cognitive interviews and focus groups; creating protocols and training materials,
devising scoring rubrics; validating constructs through the use of expert panels, training interviewers;
supervising staff; overseeing quality control of products; budgeting tasks and contracts; and working
closely with clients and the design team to provide insights and ensure a value product. Dr. Burnaska
received her doctorate from the University of Illinois.
Annelie Phillips, Business Development Director, Abt SRBI – Ms. Phillips has 17 years market research,
customer service, operations and project management experience. Ms. Phillips has worked in the US
and Europe where she has managed complex and demanding research projects and research
departments. The last 13 years her focus has been on online research, panel management, within the
last years adding mobile research and new social media products to her focus. Ms. Phillips has hands on
experience in developing, managing, and maintaining research panels and communities. In her current
role Ms. Phillips is responsible for vendor selection and management, managing online and mobile
services; new and future - guaranteeing cutting edge offerings to clients, along with development and
management of processes ensuring efficiencies, price competitiveness and superior quality products.
Ms Phillips joined Abt SRBI in 2009 from Forrester Research, Inc., where she managed online research
for syndicated and proprietary research projects, focusing on nascent technology products and services.
Prior to Forrester Research, Ms. Phillips worked at Compete, Inc as a Client Services Director and for
Chadwick, Martin, Bailey, Inc. as a Project Manager and Research Director. Ms. Phillips holds a BSBA
(1995) in Marketing, and an MBA (2000) from Suffolk University, Boston, MA.
Tim Snaith, PhD., Chief Research Officer, OnePoint Global; Tim Snaith is co-founder of OnePoint Global
and focuses on the design and development of the OnePoint Global mobile research and feedback
service. Prior to founding OnePoint, Tim was a consultant specializing in operational diagnostics, and
change management for clients such as Deloitte, Lloyds TSB, and HSBC. As principal consultant at Cape
Consulting, Tim specialized in customer service excellence for clients including Bank of Ireland, Allen &

4. Abt SRBI & OnePoint Global; Burnaska, Phillips and Snaith, April, 2013
Overy, Shoosmiths, British Council, The Rank Group, Norwich Union Insurance, Citroen, and Virgin
Airlines. His consulting experience across multiple industry sectors and functions proved that the
challenges in gaining real time and rapid market insight, employee and customer feedback were the
same for all organizations. This is the driver behind the OnePoint service. Tim's specialty is delivering
innovative strategic and operational solutions that deliver measured tangible commercial benefits. He
holds a PhD from the School of Management at the University of Surrey, a MSc. from the School of
Public Programmes at Arizona State University, and a BA (Hons) in Planning Administration from Leeds
University.