Mobile closed-end survey designs are improving, but the dreaded open-end text box remains a challenge. Can smartphone technology make things better? Although in voice-to-text and video offer potential, results showed that there’s more work to do to make either the new gold standard.
Member Only AccessIncreasing number of people are looking to complete surveys on smartphones. Emojis are very thumb-friendly. Can they be used as an alternative to traditional response formats? Findings from ARF’s Original Research with GfK and FocusVision demonstrated that emojis can improve the consumer experience, reduce drop-off rates and deliver comparable data as text. But emojis don’t work in every situation.
Member Only AccessAlmost 30% of consumers answer surveys on their smartphones, but survey drop outs are 20% higher on smartphones than on PCs. How to fix this? This summary of the ARF’s Original Research on Optimizing Mobile Research shows how using emojis in surveys can make a big difference, while offering tips on what to avoid.
Member Only AccessThe number of consumers starting surveys on their smartphones has grown more than 8x the rate of the industry’s growth. Yet drop-offs rates are 20% higher than on PC. The ARF has developed guidelines to overcome this challenge and optimize mobile survey responses. Read More.
In last week’s newsletter we featured the research, Getting OOH on your RADAR to Drive Growth, from the ARF Shopper Insights event in Bentonville.
To build on the conversation, this week we’re providing the article that accompanies the presentation.
Click to download: Mobile Data Sets, Location Open New Opportunities for Campaign Effectiveness Across Platforms by Dan Levi, EVP & CMO, Clear Channel Outdoor Americas.
Writing for the Harvard Business Review, Julie Wittes Schlack, co-founder and Senior Vice President, Innovation and Design, C Space, discusses the value of insights gathered from consumer mobile self-ethnographies. Bringing consumer experience to life for clients can be extremely valuable for a variety of purposes, including product and service development, package design, promotional strategies, as well as revealing shopper behavior and in-store behavior.
Companies are equipping consumers with mobile ethnography apps to enable these customers to upload photos or videos, provide narratives and reflections, record sounds, provide multi-media diaries, and provide brief responses to questions tailored for each project. Valuable GPS location data can also be generated by ethnography apps.
As a result of these ethnographies, marketers can immerse themselves in the sights, sounds, thoughts, experiences, and emotions of consumers. These customers become more than data points to the marketers. Self-ethnography can yield a deeper understanding and a more intimate profile of the customers for a specific product or service. In addition, well-designed mobile self-ethnographies can result in rapid, highly actionable insights.
Schlack concludes, “Ultimately, the outcome of consumer-conducted ethnography is not just to reveal unmet needs and innovation opportunities, but to humanize customers for the brands that serve them.”
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