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7/18/201
41 ©2013 Qualtrics – Company Confidential
The Mobile Survey Revolution
Insight Anytime, Anywhere; Online, Offline...
7/18/201
42 ©2013 Qualtrics – Company Confidential
Session Presenters
Laura Jett
Sr. Market Research Analyst
Ryan Nelsen
P...
7/18/201
43 ©2013 Qualtrics – Company Confidential
Session Agenda
• Mobile Trends and Statistics
• The Mobile Survey Revol...
7/18/201
44 ©2013 Qualtrics – Company Confidential
We’ve Come a Long Way
7/18/201
45 ©2013 Qualtrics – Company Confidential
The Mobile Movement
Average person looks at their phone
150 times a day...
7/18/201
46 ©2013 Qualtrics – Company Confidential
7/18/201
47 ©2013 Qualtrics – Company Confidential
The Mobile Survey
Revolution
Industry Averages:
• 2012 – 9% of surveys
...
7/18/201
48 ©2013 Qualtrics – Company Confidential
Problem or Opportunity?
62% of Researchers Don’t Consider Mobile
Two Ma...
7/18/201
49 ©2013 Qualtrics – Company Confidential
7/18/201
410 ©2013 Qualtrics – Company Confidential
Evolving Research Design
Qualtrics Research Suite Makes it Easy
• Deli...
7/18/201
411 ©2013 Qualtrics – Company Confidential
Qualtrics Mobile Features
7/18/201
412 ©2013 Qualtrics – Company Confidential
Responsive Themes
• Survey templates that
adapt to any device type
• S...
7/18/201
413 ©2013 Qualtrics – Company Confidential
Mobile Compatibility Advisor
• Make sure your survey
questions are mob...
7/18/201
414 ©2013 Qualtrics – Company Confidential
Device Detection
• Ask specific questions
based on the device used
• B...
7/18/201
415 ©2013 Qualtrics – Company Confidential
Qualtrics Mobile Demo
7/18/201
416 ©2013 Qualtrics – Company Confidential
Laura Jett, Cricket Communications
7/18/201
417 ©2013 Qualtrics – Company Confidential
Why Mobile Surveying?
• Industry is fast-moving
• Competition is high
...
7/18/201
418 ©2013 Qualtrics – Company Confidential
Benefits of Mobile Surveying
• Faster, actionable results
– Phone surv...
7/18/201
419 ©2013 Qualtrics – Company Confidential
Cricket Uses Qualtrics to Create Value
• Collect customer satisfaction...
7/18/201
420 ©2013 Qualtrics – Company Confidential
Using Qualtrics to Innovate
• Tested different types of rate plan
stru...
7/18/201
421 ©2013 Qualtrics – Company Confidential
Capturing Feedback with Offline Surveys
In-the-moment Feedback Anywher...
7/18/201
422 ©2013 Qualtrics – Company Confidential
Customizing the Survey Experience
Test customer satisfaction with
vari...
7/18/201
423 ©2013 Qualtrics – Company Confidential
Best Practices for Mobile Surveys
• Set accurate time expectations up ...
7/18/201
424 ©2013 Qualtrics – Company Confidential
• Consumers see the SMS history every time
they open a new message
– A...
7/18/201
425 ©2013 Qualtrics – Company Confidential
Qualtrics SMS Surveys
©2014 Qualtrics – Company Confidential
Did You Know?
• 90% of text messages are opened and read within 10 minutes
• 98% of...
©2014 Qualtrics – Company Confidential
Qualtrics SMS Surveys
Pocket Feedback, On-the-
Go
Now you can:
• Interact with cons...
©2014 Qualtrics – Company Confidential28
©2014 Qualtrics – Company Confidential
Top 5 Ways to Use Qualtrics SMS
Surveys
• In-the-Moment Insights
• Post-Transaction...
©2014 Qualtrics – Company Confidential30
Post-Transactional Feedback
©2014 Qualtrics – Company Confidential31
Enter to Win a Shopping Spree
©2014 Qualtrics – Company Confidential32
Short Code at Bottom of Receipt
©2014 Qualtrics – Company Confidential33
On-Campus Feedback
©2014 Qualtrics – Company Confidential34
Post-Event Feedback
7/18/201
435 ©2013 Qualtrics – Company Confidential
Qualtrics Offline Surveys
7/18/201
436 ©2013 Qualtrics – Company Confidential
In-the-Moment Research
7/18/201
437 ©2013 Qualtrics – Company Confidential
7/18/201
438 ©2013 Qualtrics – Company Confidential
Top 10 Use Cases for Offline Surveys
1. In-the-Moment Research
2. Face...
7/18/201
439 ©2013 Qualtrics – Company Confidential
Qualtrics Offline Survey App
Capture in-the-moment feedback on your
ta...
7/18/201
440 ©2013 Qualtrics – Company Confidential
7/18/201
441 ©2013 Qualtrics – Company Confidential
7/18/201
442 ©2013 Qualtrics – Company Confidential
7/18/201
443 ©2013 Qualtrics – Company Confidential
7/18/201
444 ©2013 Qualtrics – Company Confidential
7/18/201
445 ©2013 Qualtrics – Company Confidential
7/18/201
446 ©2013 Qualtrics – Company Confidential
7/18/201
447 ©2013 Qualtrics – Company Confidential
7/18/201
448 ©2013 Qualtrics – Company Confidential
7/18/201
449 ©2013 Qualtrics – Company Confidential
7/18/201
450 ©2013 Qualtrics – Company Confidential
Introducing
Image Upload
©2014 Qualtrics – Company Confidential
Multi-channel Mobile Approach
51
Responsive Themes | Mobile Compatibility Advisor |...
7/18/201
452 ©2013 Qualtrics – Company Confidential
Recommended Next Steps
Re-evaluate
your survey
questions and
optimize ...
7/18/201
453 ©2013 Qualtrics – Company Confidential
53
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The Mobile Survey Revolution: Insight Anytime, Anywhere; Online, Offline, or SMS

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With mobile trends on the rise, how can organizations expect to survive without optimizing the mobile experience? Learn how Qualtrics Mobile can help you capture insights in the field and anywhere your team interacts with customers — online, offline, or via SMS.

Laura Jett, from Cricket Communications, will also share proven ways to increase your mobile survey response rates as well as simple mobile techniques that are often overlooked.

Publicada em: Tecnologia
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The Mobile Survey Revolution: Insight Anytime, Anywhere; Online, Offline, or SMS

  1. 1. 7/18/201 41 ©2013 Qualtrics – Company Confidential The Mobile Survey Revolution Insight Anytime, Anywhere; Online, Offline or SMS
  2. 2. 7/18/201 42 ©2013 Qualtrics – Company Confidential Session Presenters Laura Jett Sr. Market Research Analyst Ryan Nelsen Product Marketing
  3. 3. 7/18/201 43 ©2013 Qualtrics – Company Confidential Session Agenda • Mobile Trends and Statistics • The Mobile Survey Revolution • Laura Jett, Cricket Communications • SMS & Offline Surveys • Q & A
  4. 4. 7/18/201 44 ©2013 Qualtrics – Company Confidential We’ve Come a Long Way
  5. 5. 7/18/201 45 ©2013 Qualtrics – Company Confidential The Mobile Movement Average person looks at their phone 150 times a day. • 91% of American adults have a cell phone • 56% have a smartphone • 48% check email daily on phone • 44% browse the web daily on phone Source: Pew Internet surveys 2006-2013 Source: Yankee Group US Consumer Survey (December 2013)
  6. 6. 7/18/201 46 ©2013 Qualtrics – Company Confidential
  7. 7. 7/18/201 47 ©2013 Qualtrics – Company Confidential The Mobile Survey Revolution Industry Averages: • 2012 – 9% of surveys taken on a mobile device • 2013 – 20% of surveys taken on a mobile device • Doubled in one year and continues to rise Source: Temkin Group Insight Report, State of Voice of the Customer Programs, 2013
  8. 8. 7/18/201 48 ©2013 Qualtrics – Company Confidential Problem or Opportunity? 62% of Researchers Don’t Consider Mobile Two Main Issues this Causes: • Biased response • Biased non-response Only 1-5% will access a survey more than once Source: G. Peterson, Unintended Mobile Respondents, CASRO Technology Conference, May 2012
  9. 9. 7/18/201 49 ©2013 Qualtrics – Company Confidential
  10. 10. 7/18/201 410 ©2013 Qualtrics – Company Confidential Evolving Research Design Qualtrics Research Suite Makes it Easy • Deliver clean, branded surveys to respondents regardless of device • Capture the right insights from the right people at the right time
  11. 11. 7/18/201 411 ©2013 Qualtrics – Company Confidential Qualtrics Mobile Features
  12. 12. 7/18/201 412 ©2013 Qualtrics – Company Confidential Responsive Themes • Survey templates that adapt to any device type • Seamless experience on desktop, tablet or smartphone
  13. 13. 7/18/201 413 ©2013 Qualtrics – Company Confidential Mobile Compatibility Advisor • Make sure your survey questions are mobile compatible • Orange = Consider changing question type • Red = May not display correctly on small mobile devices
  14. 14. 7/18/201 414 ©2013 Qualtrics – Company Confidential Device Detection • Ask specific questions based on the device used • Build one 30-question survey and automatically pair it down to 3 questions when opened on a mobile device
  15. 15. 7/18/201 415 ©2013 Qualtrics – Company Confidential Qualtrics Mobile Demo
  16. 16. 7/18/201 416 ©2013 Qualtrics – Company Confidential Laura Jett, Cricket Communications
  17. 17. 7/18/201 417 ©2013 Qualtrics – Company Confidential Why Mobile Surveying? • Industry is fast-moving • Competition is high • Competitive offerings are similar, thus, customer experience is main differentiator • Smartphone penetration is rapidly increasing – Smartphones now comprise 50% of prepaid industry and 70% of postpaid industry Source: Nielsen Mobile Insights (Q3 2013)
  18. 18. 7/18/201 418 ©2013 Qualtrics – Company Confidential Benefits of Mobile Surveying • Faster, actionable results – Phone surveys, email surveys, and focus groups all take weeks to gather feedback • Can capture real-time data – Survey the customer as they leave the store, complete a transaction, etc. • Respondents choose time and place to take the survey
  19. 19. 7/18/201 419 ©2013 Qualtrics – Company Confidential Cricket Uses Qualtrics to Create Value • Collect customer satisfaction feedback on all phones launched – Use as a benchmark – Identifies potential issues with phone – Captures customers’ desires for future phones Did not offer high-end phones due to high cost Customer feedback indicated a desire to have high-end phones Launched high- end phones Customers complained of high price point Launched a phone financing plan Example
  20. 20. 7/18/201 420 ©2013 Qualtrics – Company Confidential Using Qualtrics to Innovate • Tested different types of rate plan structures – Customers found proposed structures to be confusing and cumbersome – Identified one feature of rate plans customers responded well to – Used Qualtrics to test how to offer the new feature and price sensitivity – Launched a new international calling plan feature that includes mobile phones in Mexico, making it the richest international plan in industry
  21. 21. 7/18/201 421 ©2013 Qualtrics – Company Confidential Capturing Feedback with Offline Surveys In-the-moment Feedback Anywhere • Survey customers as they walk into a store – Understand motive for coming to store – If not a customer, capture info on current carrier • Use at mall-intercepts to gather info on future phones – Test screen sizes, colors, and phone line- ups
  22. 22. 7/18/201 422 ©2013 Qualtrics – Company Confidential Customizing the Survey Experience Test customer satisfaction with various products and features of Cricket service – Device detection allows us to send certain questions to each user  i.e. Only Android users have our music product, so we only display questions on that product to them – Can compare on the back-end if iPhone and Android users have different preferences or experiences
  23. 23. 7/18/201 423 ©2013 Qualtrics – Company Confidential Best Practices for Mobile Surveys • Set accurate time expectations up front • Think about color contrast – Could be taken in bright sunlight • Don’t expect to get rich open-ended question responses • Shorten instructions • Contrary to popular belief, can include matrix questions – Qualtrics mobile compatibility and responsive themes make these easy to complete on phone – Use Qualtrics’ ability to repeat headers on matrix questions with a lot of attributes • Have someone else test the length of the survey on a mobile phone • Determine which day and time of day is best for respondents to receive mobile survey
  24. 24. 7/18/201 424 ©2013 Qualtrics – Company Confidential • Consumers see the SMS history every time they open a new message – Avoid over-surveying – Keep messaging consistent • Use SMS instead of mobile surveys when: – Logic and programming are simple – Shorter responses to open ended questions are okay – You want to ensure consumer is prompted right away Best Practices for SMS Surveys
  25. 25. 7/18/201 425 ©2013 Qualtrics – Company Confidential Qualtrics SMS Surveys
  26. 26. ©2014 Qualtrics – Company Confidential Did You Know? • 90% of text messages are opened and read within 10 minutes • 98% of SMS responses are collected within 24 hours • 90-94% of customers who answer the first question, answer all questions and 60-70% are willing to provide comments • Coupons, Offers and Loyalty Programs are redeemed 8x more than emails • 25-45% average industry response rate for SMS 26
  27. 27. ©2014 Qualtrics – Company Confidential Qualtrics SMS Surveys Pocket Feedback, On-the- Go Now you can: • Interact with consumers directly on their smartphone • Personalize the feedback experience as if they were texting with a friend • Build one survey that works for email, social and SMS distribution 27
  28. 28. ©2014 Qualtrics – Company Confidential28
  29. 29. ©2014 Qualtrics – Company Confidential Top 5 Ways to Use Qualtrics SMS Surveys • In-the-Moment Insights • Post-Transactional Feedback • Promotional Offerings (Done the right way) • University Research and Student Outreach • Real-time Event Feedback and Polling 29
  30. 30. ©2014 Qualtrics – Company Confidential30 Post-Transactional Feedback
  31. 31. ©2014 Qualtrics – Company Confidential31 Enter to Win a Shopping Spree
  32. 32. ©2014 Qualtrics – Company Confidential32 Short Code at Bottom of Receipt
  33. 33. ©2014 Qualtrics – Company Confidential33 On-Campus Feedback
  34. 34. ©2014 Qualtrics – Company Confidential34 Post-Event Feedback
  35. 35. 7/18/201 435 ©2013 Qualtrics – Company Confidential Qualtrics Offline Surveys
  36. 36. 7/18/201 436 ©2013 Qualtrics – Company Confidential In-the-Moment Research
  37. 37. 7/18/201 437 ©2013 Qualtrics – Company Confidential
  38. 38. 7/18/201 438 ©2013 Qualtrics – Company Confidential Top 10 Use Cases for Offline Surveys 1. In-the-Moment Research 2. Face-to-Face Feedback 3. Consumer Engagement 4. Field Research 5. Concept Testing 6. Self-service Feedback (Kiosk) 7. Product Development 8. University Research 9. Employee Feedback 10. Offline & Everywhere Your Customers Are
  39. 39. 7/18/201 439 ©2013 Qualtrics – Company Confidential Qualtrics Offline Survey App Capture in-the-moment feedback on your tablet or smartphone anytime, anywhere— without an Internet connection. Perfect for use in the field and anywhere your team interacts with customers. Available for: • Apple’s iPad, iPod and iPhone • Most Android Tablets • Android Smartphones Version 4.0+
  40. 40. 7/18/201 440 ©2013 Qualtrics – Company Confidential
  41. 41. 7/18/201 441 ©2013 Qualtrics – Company Confidential
  42. 42. 7/18/201 442 ©2013 Qualtrics – Company Confidential
  43. 43. 7/18/201 443 ©2013 Qualtrics – Company Confidential
  44. 44. 7/18/201 444 ©2013 Qualtrics – Company Confidential
  45. 45. 7/18/201 445 ©2013 Qualtrics – Company Confidential
  46. 46. 7/18/201 446 ©2013 Qualtrics – Company Confidential
  47. 47. 7/18/201 447 ©2013 Qualtrics – Company Confidential
  48. 48. 7/18/201 448 ©2013 Qualtrics – Company Confidential
  49. 49. 7/18/201 449 ©2013 Qualtrics – Company Confidential
  50. 50. 7/18/201 450 ©2013 Qualtrics – Company Confidential Introducing Image Upload
  51. 51. ©2014 Qualtrics – Company Confidential Multi-channel Mobile Approach 51 Responsive Themes | Mobile Compatibility Advisor | Device Detection | Offline Survey App | SMS
  52. 52. 7/18/201 452 ©2013 Qualtrics – Company Confidential Recommended Next Steps Re-evaluate your survey questions and optimize for mobile Leverage the mobile technology in Qualtrics Research Suite Consider mobile for upcoming projects with the respondents’ view in mind Take a multi- channel approach to engage your audience
  53. 53. 7/18/201 453 ©2013 Qualtrics – Company Confidential 53 Questions?

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