Mobile Survey Software

In an IPSOS study using the Techneos mobile platform, hundreds of smartphone owners have been asked to participate in a mobile digital ethnography study, sharing their feelings, photos and other ‘point of experience’ information that will track how the general public interact with the British Monarchy at the Royal Wedding of Prince William and Katherine Middleton.

The study will be used to gather information in real time on people’s perception leading up to, during and after the event.

Rather than coding the social media content that is freely created, the mobile survey, which is optimized for smartphones, asks direct questions about where people are watching the Royal Wedding to their mobile enabled panel.

The survey asks respondents how they feel about the British Monarchy, who they’re watching the Royal Wedding with and to take a photograph with their smartphone of what they can see now.

The information is uploaded in real time using the respondents’ mobile network carrier and their smartphone - whether they use an Android, Apple iOS, RIM or Windows Mobile operating system.

The mobile survey is taken by each respondent multiple times over the course of the day on their smartphone mobile device. Within the app they capture photos, GPS location and answer survey questions that you’d see in a typical ethnography project. The information will provide real time data on people’s thoughts and experiences that is not possible to be captured in real time using other research methods.

“We’re excited to be working to be working with Ipsos Open Thinking Exchange on this once-in-a-generation project,” said Dave King, Techneos CEO. “On Friday many people will be sharing their thoughts on social media through their mobiles. Ipsos went one step further and used our SODA app to gather structured data from people who are in London watching the wedding, at the point of experience, unobtrusively, in real time.”

The results will be published after the project has been completed.

A mobile digital ethnography project of this kind is particularly well suited to the United Kingdom, where smartphone penetration is at 31% (Ipsos Media CT Report Q1, 2011).

Will you be watching this historical event? Where and who with?

Guess what are the three things people take when they leave home? - Wallet, keys and yes, mobile phones! Imagine browsing your Facebook account and accessing the news while on a bus on your way to work, or passing time playing games on your Ipad and checking the latest stock trends while waiting on an airport for a business trip? Sound all too familiar?

Gone are the days of paper surveys or email questionnaires where you often get poor response rates. With the advancement of mobile technology, market research surveys can be seamlessly integrated into mobile apps, making it more fun for consumers to respond than traditional methods. Mobile platforms such as Revelation Mobile, FocusForums’ Iphone App and Techneos’ Soda are just some of the mobile survey platforms available in the market.

According to Frank-Thomas Naether, the Managing Director of NMRC, “Mobile research is about ‘capturing the moment’. This is highly relevant when it comes to gaining insights into the decision making process of participants. There are many tools and methodologies available in the market, some of them are really interesting and fascinating, and offers many possibilities to researchers”, said Naether. 

He added, “Mobile Internet devices will become more and more central in everyone's life. Everybody is online and communication is possible in both directions. Online tracking studies are an interesting possibility and GPS technology will offer additional valuable information on how, when and where people do what. Mobile Research is still in its infancy and the possibilities are endless”.

See the original post:
What's next for mobile market research?

The mobile medium offers various channels that are ideal for collecting information about merchants’ and marketers’ target consumers, including SMS, the mobile Web and applications.

Survey-based market research company Ipsos and survey software provider Techneos are working together to pilot new technologies and applications for mobile research.

Their latest project called “The Great British Weekend” was conducted during the May 2010 Bank Holiday long weekend using Techneos’ survey research application, service-oriented development of applications (SODA) across multiple mobile phones, including Nokia and BlackBerry devices.

“[Marketers and merchants should] start making it easier for their customers to tell you what they think, where and when it’s important to them, and do it now,” said Sean Conry, vice president at Techneos, Vancouver, BC. “Mobile is the perfect channel for learning from your marketplace because it helps you to get anytime-everywhere feedback.

See the original post:
Merchants should use mobile to find out about target consumers: study

Final take
Dan Butcher, Mobile Commerce Daily

The new 1.3 version gives researchers access to information such as addresses, database lists or results from other surveys to be pre-populated and assigned to individual participants or interviewers for completion.

Researchers can also keep in contact with respondents through an email-style messaging system, and a data-cleaning option corrects any fieldwork errors at the source, rather than at the end of the project.

See the original post:
Techneos upgrades SODA mobile survey service

Click here, to see the Techneos press release: "Techneos Announces Version 1.3 of SODA®"

Quant Scale Qual... I thought that sounded more elegant than "Qualnt - the new Quali-Quant". 

What happens when your diary studies routinely generate 2000 completes? Or maybe they're not "completes", but life blurbs, media micro blogs, or any other new research thing you can invent a name for. Our clients are starting to work through these issues, and companies like Language Logic provide a great starting point with tools that broach predictive/automatic coding and easily handle multimedia data formats.

But multimedia data is a complex beast. It may take Google or Apple to bring us the tools we need to get over the automation hump. For example, check out Google’s face detection technology and iPhoto’s Faces technology.

How this could be licensed, bent, twisted or re-purposed for research is yet to be seen… but the possibilities are exciting and I can't wait to see who solves it first.

A client of ours is giving a presentation to a group of colleagues on why they chose the hardware they did for a self-completed study. We help clients through this all the time, but it got me thinking... What are rules when it comes to picking the right hardware for MCAPI, diary studies or other mobile data collection.

1. Consider hardware and software in Tandem.
   
   In many cases, the software provides the capability you are looking for, and the hardware is secondary.
    
2.  (well, maybe this one's really 1.b.) Don't be swayed by what's sexy, what's inside counts too
   
   You'd be surprised how often we hear from someone who has bought a fleet of iPhones, or sourced a no-name device from "a guy who could get them a really good deal". They soon learn that it's not a good deal if it wasn't the right hardware for the job.  
   
3. Don’t buy too far into the future.
   
   Technology is going to change, so it’s likely not even possible to try and pick something you think will still work for you 6 years from now.
    
4. Ask your technology partners. They will often have
   1. Blogs: http://blog.techneos.com 
   2. Whitepapers : http://www.techneos.com/resources/white_papers
   3. Staff who are up to speed on the latest offerings
       
5. Ask your colleagues. They will undoubtedly have valuable experiences to share.

1. Augment traditional survey questionnaires with photos and locations to enrich data and drive new insights
2. Greater mobility means a higher likelihood that respondents will have the ability to take a survey anytime, anywhere
3. Time & location stamps give higher confidence that data was entered where and when it was supposed to/reported to be
4. Real-time data allows for compliance monitoring
5. Eliminate the problem of recall

Scenarios which can benefit significantly from a mobile survey system include:

·         Detailed Category Interaction (diary studies)– EG. Snacking/Eating:

o   Where and when did you eat? Why did you choose what you did? What options were available? How did you feel? Show us what you bought/made?

·         Consumption/Usage that happens anywhere, or where location affects choice:

o   FMCG, or disposable consumer goods

o   Tobacco & Alcohol (typically done in academic or social research settings)

o   Diapers

·         Understanding a day/week/month in the life of a respondent segment:

o   GPS capture for significant insight in to patterns

·         Shopping/Retail:

o   Exercises to create outfits, or understand how segments choose where to buy different articles of clothes

o   Pseudo-mystery shopping (audit retail vendor knowledge or Sales Rep attention to customer)

·         Medical:

o   Physician Drug rep encounters

o   Prescription/consumption and results of regulated products

·         Exploratory & Innovation. Perhaps most valuable for dynamic, important or changing segments:

o   New parents, Brand Mavens, Primary Grocery Shoppers, Baby Boomers

·         Advertising and Media Exposure:

o   Where & when did you see advertising? Show us the ad. How did it affect you?

·         Mobile populations, or users of a product or service that by definition is mobile:

o   Frequent fliers / Airline V.I.P.’s

o   Commuters /Heavy Transit Users

o   Sales/Service Reps

• Apple: since its release, the iPhone has set the bar for smartphone usability; its slightly thinner sibling, the iPod touch, is the definition of a sleek, modern Personal Digital Assistant (PDA); and the forthcoming iPad is one of the most anticipated products of all time. Simply put, Apple has a lot of swagger and momentum in the mobile space. But Apple runs a very closed environment that people either love or hate, and this creates opportunities for other more open platforms to shine. Also, while Apple has done very well in the consumer space, it has made fewer inroads into the enterprise, where RIM and Microsoft thrive.

• Research in Motion (RIM): the BlackBerry is one of the most impressive brands of our time. While RIM is often considered less marketing savvy than Apple, I would suggest that their marketing tactics have been every bit as effective as Apple's -- just different. Despite a barrage of criticism about the sexiness and usability of their products, RIM continues to grow and profit at an astounding rate. I personally questioned the usability of BlackBerry products compared to more elegant competitors like iPhone and Android, but I have come to appreciate them as solid, enterprise-worthy devices, and to see the company as a very savvy player in the mobile space. RIM has developed very deep roots with both wireless carriers and enterprise IT departments, as well as a powerful brand that is almost synonymous with thumb-typing on a mobile phone.

• Nokia: the Nokia/Symbian world is complicated. Having personally handled dozens of Nokia phones, I would summarize that their strength is in their diversity of offerings to multiple levels of the marketplace. This is also their weakness. With countless products, three current operating systems, and a solid-but-aging feel on much of their hardware, it is hard to believe that Nokia still outsells its nearest smartphone competitor at more than a 2-to-1 ratio. But while they are not as strong in North America, Nokia is a major player in Europe and downright dominant in many other regions of the world. It is hard to discount a company that produces over 1 million phones per day (yes, you read that correctly). With the incredible depth of carrier relationships and distribution channels which they have developed, Nokia's challenge now is to fill those channels with products that compete with their ever-growing range of competitors.

• Google: Google has garnered a lot of attention since announcing the open-source (and freely available) Android platform in 2007. By providing a smartphone operating system that is free and extensible, Android has garnered support from dozens of handset manufacturers including major players like Motorola and HTC. In contrast to Apple, Google's greatest strength (and weakness) is its openness. I am personally very impressed with most of the Android devices I have used, and as a consumer I have great optimism that Android will be a force to be reckoned with in mobile technology. But I also recognize that openness can lead to fragmentation, and I've heard a lot of grumbling from developers about the lack of standards on Android devices. As Microsoft learned when it allowed device manufacturers and wireless carriers to customize experiences based on its Windows Mobile platforms, I believe that the many emerging flavours of Android devices will make it difficult for developers to target. That said, I believe that Google's ability to integrate the mobile experience with all of their other web-based services will make it a formidable player in the mobile space, and I believe the fragmentation issue can be overcome as Google and other Android licensees learn to coexist.

• Windows Mobile: I recently spoke about the forthcoming Windows 7 Phone Series, so I won't repeat myself on the details. Suffice to say that I think Microsoft has re-entered the mobile race, and demonstrated that they are not planning to turn away from this increasingly important battlefield. Microsoft has learned a lot of lessons over more than a decade in mobile computing, and I believe their enterprise roots will serve them well as they re-assert themselves with a brand new mobile platform. What remains to be seen is whether Microsoft can garner enough consumer interest to unseat competitors in the mass market, or whether it will continue to play a more niche role as an enterprise solution.

• Mobile web browsers are improving in capability and usability, and are finally emerging as a lowest-common-denominator approach to mobile engagement. If you need to reach a lot of people in a relatively shallow way, e.g. to conduct a brief mobile survey about a product or experience, then a mobile browser may well be the way to go. Although mobile browsers are still fragmented, the emergence of mobile web technologies such as HTML 5, JavaScript, CSS and Adobe Flash are making it more viable to reach a wide mobile audience.

• Downloadable applications provide a richer user experience for applications such as diary studies and mobile panels, but they are typically harder to deploy to a broad range of users. Also dovetailing with Sean's recent post about quality over quantity, I would argue that in many cases a more select audience that is highly engaged is more valuable than a broad audience that is minimally engaged. It is these cases -- for example digital ethnography with alarms to trigger highly contextual questions at random times -- where mobile apps really shine.

Here are the last two tips for this series to help you build quick and clean survey questionnaires in mobile survey software.

Include few or no hard coded strings in scripting

In general, scripting should be as compact and clean as possible, and you should avoid putting literal strings in the script.  This is for two reasons:

Literal strings make it extremely cumbersome to run a multilingual survey questionnaires as translations need to be hard-coded as well. Note that scripting is never included in translation files, so any survey translations sent to translators from Entryware will not include these strings

Scripts need to be parsed on each client every time they are run. That means if you include an especially long string in your scripting, the mobile devices will need to parse over it character-by-character. With sufficient strings in scripting, this can result in a noticeable slowdown in performance.

It is often safer and more elegant to use dummy categorical type of questions for these literal strings and text piping to accommodate scripted strings.

Simplify conditions used in multiple questions by using flag variables

Sometimes you have a few “classes” of respondent which are asked very specific questions.  Rather than create multiple copies of projects or questions, common sense tells you to use scripting in the prequestion of relevant questions to skip past if the respondent doesn’t need to answer the question. This is exactly the correct way to program the survey, but there are shortcuts you can use to reduce large numbers of conditional statements in multiple questions by using flag variables to simplify conditions.

A flag variable, in its simplest form, is a variable you define to have one value until some condition is true, in which case you change the variable's value.  It is a variable you can use to control the flow of a function or statement, allowing you to check for certain conditions while your function progresses. The idea is to use the flag variable mainly as a memory of other conditions which the function checks earlier in its execution.

It is easy to see how the amount of scripted logic can snowball when you have multiple preconditions or you need to combine the original logic with additional constraints. By creating a temporary “flag” variable, small bits of logic can be stored and frequently reused.  The best place for this is in the postquestion of the last question that affects the logic. The scripting for each of the relevant questions is, obviously, much simpler.

Take care in using flag variables. They can quickly become overly complex if you create too many or don’t use clear names.  
 
 

In the world of mobile surveys there is a high demand for a rugged device that can withstand the many changing conditions and environments surveys are conducted in. Finding that perfect device at the right price point is no easy task. Add in the fact that it must have a full keyboard be lightweight and provide a touch screen narrows your choices down even more.

Well just so happened that a client was on the hunt for such a device. At first I was not very optimistic this devices existed, but after some Googling and talking with my colleagues I found just the device. The CTL 2GO Convertible Classmate PC!

It’s a touchscreen Netbook with Intel’s latest Atom processor and comes with two modes, tablet mode and traditional laptop mode. Built with carrying handle that is lightweight and a durable construction with a rugged outer case. Certified drop test of 50cm and a Water-resistant keyboard allowing for maximum protection. All of this for under $600 U.S. with a 6 cell battery and Windows XP.

If you are looking for a low cost tablet pc that can take a beating for your survey needs look no further!

Here are two more tips to help you build quick and clean survey questionnaires in mobile survey software.

Use sections to group related questions

Sections are most commonly used to start and end question groups where you want to use rostering or looping, randomization, or rotation (Enterprise-only).  Since sections are never displayed to the user, you can use them sparingly to help you organize groups of questions in your project. 

Avoid using “goto this” on prequestion

The command “goto this” is used to reference the current question.  Using “goto this” is easier and more reusable than referring to an explicit question name. It forces the current question to be reloaded.  This is useful when you are doing additional validation in postquestion scripting. 

You can also use this command in a prequestion script, BUT you must be extremely careful!  If you allow for a scenario where the prequestion goto this always fires, you will send Entryware Mobile into an infinite loop and lock up the device! 
 
More tips next time!