Published on March 17, 2014
THINK MOBILE FIRST! THINK RESPONDENT FIRST! Jon Puleston | Dennis Sewberath
thinkmobile1st.com Pleasant experience for each respondent Regardless of which device is used
thinkmobile1st.com You need to find a way to make your respondents… STOP & ACTUALLY THINK!
thinkmobile1st.com Mobile surveys: Piece of cake? Hype?
thinkmobile1st.com Mobile is … Not a (new) strategy Mobile is … A (new) reality
thinkmobile1st.com Ignore? Do you miss sample groups if you exclude mobile? Are all online surveys suitable for mobile?
thinkmobile1st.com Because your questionnaire … • Too many questions and answer options? • Too much text or too many pictures? • Is too long? • A specific method? What excuse do you have to exclude mobile devices?
thinkmobile1st.com Let me put it this way … If you could do it on mobile, would you want to?
thinkmobile1st.com Dennis Sewberath
thinkmobile1st.com Today Advantages of … THINK MOBILE FIRST 1) Design 2) Content
thinkmobile1st.com Mobile First – Think Mobile First Approach – this thinking fits perfectly how we should look at online surveydesign
thinkmobile1st.com From Think Desktop First …
thinkmobile1st.com … to Think Mobile First
thinkmobile1st.com Anyone, anywhere and anytime mobile It not only brings new opportunities It also requires changes to design of questionnaires
thinkmobile1st.com Situation and mood determine device
thinkmobile1st.com There is a change in use
thinkmobile1st.com Our mobile behavior decides content and design Distraction – One Eye Focus Design Content takes over from navigation Clear design is must
thinkmobile1st.com What do you define YOURSELF as mobile?
thinkmobile1st.com Smartphones? Feature phones? Tablets? Laptops? If you are on the go? F2F with tablets? Or only if you use specific options (camera, geo, etc.)
thinkmobile1st.com THE MOBILE JUNGLE HTML5, APPS, WAP, MOBILE RESEARCH, WEB, ETC
thinkmobile1st.com Your are not only online with a PC. A website or online survey neither. Mobile Web
thinkmobile1st.com NATIVE APP WEB APPVS Native or web app
thinkmobile1st.com Three types of apps NATIVE APPS Installed on your phone, use functions of your device Examples: WhatsApp, Skype, Angry Birds WEB APPS Mobile friendly version of a webiste / survey through the browser Example: m.youtube.com, m.facebook.com HYBRID APPS Combination of native and web In fact, a native app, but the content is loaded from web Example: BBC, NU.nl
thinkmobile1st.com Choice of which App Checklist Invitations Push, SMS, QR Code, Mail, GEO Fencing Options Specific functions – camera, offline, passive data Extra Fast response in a short time, should work on all devices
thinkmobile1st.com ONE PROBLEM WITH NATIVE APPS! Find people that want to install and use the app
thinkmobile1st.com Html5 or Flash?
thinkmobile1st.com Too much variation in devices, which do you choose?
thinkmobile1st.com What to do with feature phones? Feature phone internet Smart phone Emerging markets, 2G, User type +/- 10 questions
thinkmobile1st.com + NO TOUCH!
thinkmobile1st.com Which device and design is the decision of you as researcher device detection device agnostic device friendly
thinkmobile1st.com Interact with content, not with traditional menus and buttons NUI instead of GUI Touch vs. Mouse navigation
thinkmobile1st.com Respondent = REAL person
thinkmobile1st.com SPECIFIC OPTIONS IN MOBILE SURVEYS Camera, GEO, Offline, Passive data
thinkmobile1st.com Photo, video, barcode, QR scan Camera and audio
thinkmobile1st.com ROADBLOCKS? Privacy, Regulations for taking photos, Audio recording on location, Bring the story to life, Cost for data traffic, Internet connection
thinkmobile1st.com GEO 1) Capture GEO coordinates 2) GEO Fencing, a survey can be activated around a geographic location
thinkmobile1st.com ROADBLOCKS? The difference between GPS and WiFi tracking: GPS itself can’t follow anyone, Just as a radio broadcast can’t follow someone with a radio GPS does not work indoor, WiFi does GPS is much more accurate on the position then WiFi People need to indicate that they are willing to receive location based surveys
thinkmobile1st.com TYPICAL MOBILE PROJECTS
thinkmobile1st.com SPECIFIC INFORMATION, RICHER DATA Camera, GEO CERTAIN TARGETGROUPS Young adults, emerging markets ENGAGEMENT, CERTAIN MOMENTS “Heat of the moment”, diary studies, tv show, events, polls ALTERNATIVE SOLUTION F2F
thinkmobile1st.com But remember, you're already run mobile ... Your current online survey can be completed on mobile devices!
thinkmobile1st.com Our goal: device friendly!
thinkmobile1st.com And all the knowledge and experience we have of “online PC” is an advantage for Mobile Today
thinkmobile1st.com Speeding Untruthfulness Gender variance Balance of sample Translation issues Panel quality issues Cultural differences The impact of question styles Survey design effects Intra country differences Intra panel differences PLEASE NOTE!
thinkmobile1st.com Not only just scripting also designing
thinkmobile1st.com Focusing only on what to say Not just focusing on what to say but on how to say it 150 years Evolution in advertising
thinkmobile1st.com A similar evolution in presentation design
thinkmobile1st.com Then someone discoved clipart!
thinkmobile1st.com Focusing only on what I want to say Focusing on how to communicate a message
thinkmobile1st.com And the evolution of SURVEY DESIGN....
thinkmobile1st.com We started out with surveys that looked like this …
thinkmobile1st.com … and today we have reached the stage where they look like this!
thinkmobile1st.com Where is the art of surveydesign? Surveydesign is a creative art form akin to webdesign. We have not got our heads round surveydesign quite yet.
thinkmobile1st.com We are at that 1980’s powerpoint CLIPART & TRANSITION stage
thinkmobile1st.com And the issues go way beyond the visual ...
thinkmobile1st.com The survey design process needs to be different Focusing on what we want to know ? ? Focusing on how to encourage people to respond
thinkmobile1st.com Putting more thought into what we REALLY want to know
thinkmobile1st.com Imagine: An alien lands on planet earth and you could ask him ONE question
thinkmobile1st.com “ON A SCALE OF 1 TO 10” How much do you like planet earth?
thinkmobile1st.com You need to find a way to make your respondents… STOP & ACTUALLY THINK!
thinkmobile1st.com What can help us to motivate people? Maak het visually Use interactive question types Questification Reward the truth Using game elements, small rules Gamification
thinkmobile1st.com Illustrate answers – images are more easily processed Make is visual
thinkmobile1st.com By the use of emotion we found you could encourage people to think more
thinkmobile1st.com USING IMAGES to simulate the imagination and triggering emotional responses
thinkmobile1st.com USING IMAGES also helps communicating ideas more effectively A picture says more than 1000 words
thinkmobile1st.com Example – ‘ergonomic’ question type Using interactive question types
thinkmobile1st.com Example ergonomic in colours and illustration
thinkmobile1st.com The role of iconography Less load on the working memory
thinkmobile1st.com QUESTIFICATION Not only visual adjustments but also the impact how you word questions have a big impact QUESTION OPYWRITING
thinkmobile1st.com How to make questions more engaging?
thinkmobile1st.com Inject some humanity into questions …
thinkmobile1st.com Which of these paint colours do you like best? If you had to paint your living room which one would you pick? Make it personal...
thinkmobile1st.com What would you wear? What would you wear on a first date? Use emotion ...
thinkmobile1st.com What do you think about this new product? Imagine you are the boss of a company. Your job is now to evaluate this new product … Projection, let them identify with someone else ...
thinkmobile1st.com Can you make a lit of your favourite shops? Imagine you could set up your own perfect shopping centre just with shops you want. Can you make a list of the shops you would have in your shopping centre? Stimulate fantasy
thinkmobile1st.com Example – combination of projection, interactive question type, use of icons
thinkmobile1st.com Understanding the role of point & reward systems in surveys Rewarding the truth
thinkmobile1st.com Surveys actually reward “speeding” ACTION SURVEY SAME POINTS REWARD + SAVED TIME SPEED THROUGH IT TRIGGER REWARD
thinkmobile1st.com Solution = Insert game mechanics into surveys that reward effort and truth TRIGGER = GAME REWARD BEING THOUGHTFUL & TRUTHFUL
thinkmobile1st.com Bonus Rewarding thinking Example: Spontaneous brand awereness
thinkmobile1st.com Example: Prompted brand awereness
thinkmobile1st.com Rules can turn questions into mental puzzles
thinkmobile1st.com Pick EXACTLY 3 ... In LESS THAN 7 words Name ONE THING you would change about this product If you were buying product …. Which of these things would you DEFINITELY do prior to purchase? In your PERFECT world what would you do … Using abstract rules and conditions in questions
thinkmobile1st.com The visual appeal, interactive question types, the way of asking questions has led to gamification
thinkmobile1st.com Leading to more entertainment based ways of designing surveys
thinkmobile1st.com Case Study: Re-inventing a retail evaluation survey
thinkmobile1st.com Based around the concept of challenging respondents to design their perfect supermarket
thinkmobile1st.com We placed their current supermarkets on trial Please give your judgment on how ALDI performs on these range of factors
thinkmobile1st.com But there is a limit to how far you can take this thinking …
thinkmobile1st.com “The ugly sister issue” Not only decorative changing! Otherwise you miss the real purpose
thinkmobile1st.com Example - DETROIT/FORD
thinkmobile1st.com Example - EMI
thinkmobile1st.com Example – Eating on the go
thinkmobile1st.com Now a new challenge - mobile … All this knowledge we learnt with online is not wasted it is just PERFECT FOR MOBILE ...
thinkmobile1st.com How do you start? 1) New specific options in mobile 2) Challenges in design
thinkmobile1st.com Visual appeal, interactive question types, gamification NICE TO HAVE for desktop MUST HAVE for Mobile and Touch THINK MOBILE FIRST in design and content! If it works for mobile if also works for desktop
thinkmobile1st.com Limited space Bonsai Surveys
thinkmobile1st.com Limited space for content Questions and answers short and easy to read Change the way you ask questions Minimize non-essential content (remove logo's etc.), keep it simple Minimize distractions, people are quickly distracted so you must immediately get their attention when they see the question on the screen = one eye focus
thinkmobile1st.com Limited space in design Small screens however this limitation requires more creativity and you just need leave unnecessary things away Too many options are misleading With "Think Mobile First" you concentrate only on the things that are important
thinkmobile1st.com • Portrait or landscape? • One or multiple pages? • Adaptive, Responsive or “One size fits all” approach • … No right or wrong! Choice is yours! And this decission can be different per project
thinkmobile1st.com Question Option 1 Option 2 Option 3 Option 4 Question Option 1 Option 2 Option 3 Option 4 Portrait vs landscape? > Natural preference A lot of scrolling down needed to reach the next button GMI surveys GMI surveys
thinkmobile1st.com Portrait surveys look great on phones …
thinkmobile1st.com Grid Question Option 1 O O Option 2 O O Option 3 O O Option 4 O O Grid Question Option 1 O O O O O Option 2 O O O O O Option 3 O O O O O Option 4 O O O O O > But can’t deal with wider style questions. HORIZONTALE SCROLL… A BIG NO-NO! GMI surveys GMI surveys
thinkmobile1st.com How about using adaptive design? Design horizontal for pc’s & tablets and portrait for mobile Grid Question Option 1 O O O O O Option 2 O O O O O Option 3 O O O O O Option 4 O O O O O Option 1 Column 1 O Column 2 O Column 3 O Column 4 O > GMI surveysGMI surveys Option 2 Column 1 O Column 2 O Column 3 O Column 4 O > GMI surveys On a mobile break into 4 separate questions you ask one by one e.g. on a PC use a traditional grid
thinkmobile1st.com This approach however brings a lot of extra work …
thinkmobile1st.com It is almost impossible to use an automated approach without questions looking a mess. You end up with – 2x design? 2x testing? 2x data? GMI surveysGMI surveys OPTION 1 OPTION 2 OPTION 3 LOGO 1 LOGO 2 LOGO 3 OPTION 1 OPTION 2 OPTION 3 LOGO 1 LOGO 2 LOGO 3
thinkmobile1st.com You run into all sort of rendering issues. Rate this ad? Option 1 Column 1 O Column 2 O Column 3 O Column 4 O > GMI surveysGMI surveys Rate this ad? > GMI surveys
thinkmobile1st.com GMI surveysGMI surveys You can only work with a limited portfolio of question types.
thinkmobile1st.com Our solution = A fixed landscape approach Don’t forget to say this to respondents!
thinkmobile1st.com PC Surveys are naturally landscape
thinkmobile1st.com INTERACTIVE QUESTIONTYPES FOR PC ARE NICE TO HAVE FOR MULTI DEVICE DESIGN, FOR EFFICIENT USE WITH BOTH MOUSE AND TOUCH WE BELIEVE THAT THIS IS A MUST HAVE
thinkmobile1st.com Our solution = Invest in more interactive question types
thinkmobile1st.com Interactive question types, Example dynamic grid/matrix alternatives Strongly disagree disagree Neither Agree Strongly Agree I like brocolliI like broccoliI like cheeseI like broccoliI like chocolate Strongly Agree disagree
thinkmobile1st.com Screen optimisation for mobile
thinkmobile1st.com Understand the space limitations PC SCREEN 1024 X 768 pixels MOBILE SCREEN 800 X 480 pixels
thinkmobile1st.com And with tablets … TABLETS UP TO 2048 × 1536 pixels 800 x 480 pixels MOBILE SCREEN
thinkmobile1st.com OUR SOLUTION = MAKE EVERY PIXEL COUNT
thinkmobile1st.com But that is not the whole story, you also need to take account of pixel density iPhone has higher pixel density iPhone 5 = 1136 X 640 pixels SAMSUNG GALAXY S2 800 X 480 But is actually smaller
thinkmobile1st.com Space is a premium so make every pixel count … Which car logo do you like best?
thinkmobile1st.com Which car logo do you like best? Loose the gaps and spaces!
thinkmobile1st.com And there is also the issue of perspective ratio’s: Mobile < 1/3rd the size of a PC screen
thinkmobile1st.com How to deal with these issues?
thinkmobile1st.com OUR APPROACH Use auto width scaling So on whatever device you open the survey it opens always in the maximal width Think about scale ratio’s not pixels We work to a 1:1.7 design ratio Need to scale down not up Else you will end up with tiny surveys on PC’s and Tablets
thinkmobile1st.com On mobile you have limited space in height (in landscape mode)
thinkmobile1st.com Top of the survey is sacred VIEWING ZONE Push everything as close to the top of the screen
thinkmobile1st.com Adapt your templates Question Option 1 O O O O O Option 2 O O O O O Option 3 O O O O O Option 4 O O O O O GMI surveys Question Option 1 O O O O O Option 2 O O O O O Option 3 O O O O O Option 4 O O O O O Option 5 O O O O O > But the “next` button on the side Remove unnecessary items Use AUTO-NEXT where you can
thinkmobile1st.com Example PC screen Two columns: because when you have answers where you have to scroll will less likely to be selected Navigation BRANDING Built in the navigation Progress bar across the top
thinkmobile1st.com Sam example how it looks on mobile Shift away from OLD SCHOOL buttons, radio/checkboxes
thinkmobile1st.com The shift away from OLD SCHOOL buttons … If you have questions with lots of option choices And some of them are really long sentences like this Realise that the buttons themselves take up valuable space Question title
thinkmobile1st.com Space is a premium on a mobile so make every pixel count … By switching to box questions like this You can fit in a lot more content onto the page Because you are using up the whole width of the available question space So you have more space to fit in more words You can use box highlighting like this to indicate that you have selected Question title
thinkmobile1st.com By switching to box questions like this You can fit in a lot more content onto the page Because you are using up the whole width of the available question space So you have more space to fit in more words You can use box highlighting like this to indicate that you have selected Question title Space is a premium on a mobile so make every pixel count …
thinkmobile1st.com Minimum size, make a style sheet for each device PC survey = 11pt Mobile = 18pt 44 pixels Minimum button sizes Minimum font sizes Minimum line thickness 2 pixels
thinkmobile1st.com Think about where you put labels Labels need to be on the top as fingers get in the way
thinkmobile1st.com Place open ended questions at the top of the page to allow space for keyboard pop-up
thinkmobile1st.com Imagery is a luxury … It uses up design space and expensive bandwidth What brand of printer do you have? HP Deskjet 20xxxxx HP Deskjet 40xxx HP Deskjet 80xxxx
thinkmobile1st.com Use imagery and iconography intelligently: Wherever space permits, use it to bring a survey to life! Bring text into buttons as this makes it easier to click
thinkmobile1st.com Some advantages with interactive question types: Drag and drop is much more intuitive. choice Option BOption A choice choice
thinkmobile1st.com Sliding works as a dream
thinkmobile1st.com Exploit slider with aniumation effects
thinkmobile1st.com For questions with lots of instructions Break this out to a separate introduction page
thinkmobile1st.com Summarize the task at the question Instructions
thinkmobile1st.com If you do this – try and design the message if you can – nobody likes to read blocks of text
thinkmobile1st.com An approach? Employ a good tweeter to write all your instructions under 140 characters! Clear and short, it will be read
thinkmobile1st.com We have two thumbs, so double questions like this on one screen can work perfectly …
thinkmobile1st.com These options in design not only have an advantage for mobile specific but also for PC. So with think mobile first you have an advantage in both design and content even when you are not deciding to go mobile!
thinkmobile1st.com Technique Don’t get limited by the software you are using
thinkmobile1st.com Insight into … STOP & ACTUALLY THINK! advantages with … THINK MOBILE FIRST design and content
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