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.
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The Mobile Survey Revolution: Insight Anytime, Anywhere; Online, Offline, or SMS
- 1. 7/18/201 41 ©2013 Qualtrics – Company Confidential The Mobile Survey Revolution Insight Anytime, Anywhere; Online, Offline or SMS
- 2. 7/18/201 42 ©2013 Qualtrics – Company Confidential Session Presenters Laura Jett Sr. Market Research Analyst Ryan Nelsen Product Marketing
- 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. 7/18/201 44 ©2013 Qualtrics – Company Confidential We’ve Come a Long Way
- 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)
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- 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. 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. 7/18/201 49 ©2013 Qualtrics – Company Confidential
- 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. 7/18/201 411 ©2013 Qualtrics – Company Confidential Qualtrics Mobile Features
- 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. 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. 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. 7/18/201 415 ©2013 Qualtrics – Company Confidential Qualtrics Mobile Demo
- 16. 7/18/201 416 ©2013 Qualtrics – Company Confidential Laura Jett, Cricket Communications
- 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. 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. 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. 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. 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. 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. 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. 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. 7/18/201 425 ©2013 Qualtrics – Company Confidential Qualtrics SMS Surveys
- 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. ©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
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- 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. ©2014 Qualtrics – Company Confidential30 Post-Transactional Feedback
- 31. ©2014 Qualtrics – Company Confidential31 Enter to Win a Shopping Spree
- 32. ©2014 Qualtrics – Company Confidential32 Short Code at Bottom of Receipt
- 33. ©2014 Qualtrics – Company Confidential33 On-Campus Feedback
- 34. ©2014 Qualtrics – Company Confidential34 Post-Event Feedback
- 35. 7/18/201 435 ©2013 Qualtrics – Company Confidential Qualtrics Offline Surveys
- 36. 7/18/201 436 ©2013 Qualtrics – Company Confidential In-the-Moment Research
- 37. 7/18/201 437 ©2013 Qualtrics – Company Confidential
- 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. 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+
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- 46. 7/18/201 446 ©2013 Qualtrics – Company Confidential
- 47. 7/18/201 447 ©2013 Qualtrics – Company Confidential
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- 50. 7/18/201 450 ©2013 Qualtrics – Company Confidential Introducing Image Upload
- 51. ©2014 Qualtrics – Company Confidential Multi-channel Mobile Approach 51 Responsive Themes | Mobile Compatibility Advisor | Device Detection | Offline Survey App | SMS
- 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. 7/18/201 453 ©2013 Qualtrics – Company Confidential 53 Questions?
Hinweis der Redaktion
- First allow me to introduce, Laura Jett, the senior market research analyst for Cricket Communications. Laura has a B.S. in Mathematics with minors in Statistics and Business Management from Sweet Briar College, as well as, an M.B.A. from The Drucker School of Management at Claremont Graduate University. She has worked for Cricket for 3 years in Denver, Colorado. My name is Ryan Nelsen and I head up product marketing for Qualtrics Research Suite.
- Today’s session is going to provide you with a mix of industry thought leadership. We’ve asked Laura to share real-world examples and give you use cases you can apply when you get back to the office. We are coming out with new features every two weeks. New technology can easily be missed and we want to make sure you are aware of the features you have available to you in Research Suite and then James is going to show you some of our latest technology. We want to make sure you leave this session confident that you have the technology available to engage your audience wherever they may be
- It’s crazy to think that 15-20 years ago very few had cell phones and if they did, it looked like this: (Show phone)
- The average person looks at their phone 150 times a day. (That’s a lot) So in the next hour you could potentially look at your phone 9 times. We’ll try to keep you engage so you don’t need to.
- So what are they spending their time doing? Half comes from talk and text. The other have is spent online (likely on facebook), but also email, games and even taking surveys.
- So what does that mean for survey research?
- So is the a problem or an opportunity. That’s up to you to decide. 62% of market insights professionals state they do not take mobile devices (particularly) smartphones into consideration in their survey research. Biased response If survey is not mobile optimized, responses are not comparable to pc-based respondents Biased non-response Bad experience when opened on mobile device, very unlikely they open survey again on computer Only 1-5% will access a survey more than once; of those who do return to a survey, less than half ever switch devices.
- Are you focusing on the respondent?
- Are you focusing on the respondent?
- Voice of the Customer has become a hot trend. The problem is that VoC means many different things to many different people. Today we’d like to discuss why it’s important, what it is, and how Qualtrics can help.
- Example Use Case: General Feedback You are getting your car repaired at a large regional car dealership. As the service manager returns your keys, you are asked if you would be willing to take a 2-question text survey in regards to your experience. You agree, the service manager completes your checkout and you receive a text message as your car is coming out of the car wash.
- Example Use Case: Retail You are checking out at a popular retail chain and are asked if you’d like to take a two-question SMS survey sent to your phone for a chance to win a $500 shopping spree. You agree and receive the text as you are walking out of the store. The survey asks about your experience and also mentions a new clothing line coming soon. You receive a text that says, Thank you! You have successfully been entered to win a $500 shopping spree!
- Example Use Case: Food Service Finishing up dinner at a well-known restaurant chain, your waiter brings by the receipt and mentions you can receive a free appetizer on your next visit by completing a 3-question text survey. The number to text is at the bottom of the receipt and you text “Dine” to 45454. You rate the food quality and the service and are given a code to present to the hostess for your free appetizer card.
- Example Use Case: University You are a student at a university and are asked to give SMS feedback on topics such as: parking, food, and even the perceived value of guidance counselor assistance. You agree to opt-in at registration and provide periodic feedback by simply sending a text message between classes.
- Example Use Case: Entertainment You are attending a major league baseball game. While purchasing your ticket you agree to provide periodic feedback sent to your phone. As the game is ending, you receive a text message asking you about your experience. You provide feedback and receive a thank you along with a code to receive 50% off at the nearest concession stand.
- Voice of the Customer has become a hot trend. The problem is that VoC means many different things to many different people. Today we’d like to discuss why it’s important, what it is, and how Qualtrics can help.
- But now instead of just asking questions in a survey …
- You can observe how your customers are interacting with your products. In the case of the sporting retailer, they observe how the uniform or shoe fits and perfomrs. Clients with a retail presence can observe where their customers go first in their stores or where their eyes go on the display.
- Some of the most common uses cases include:
- Thursday Slide