leslie townsend communities - 2013

A Presenta*on from the NewMR Communi*es Event

15 February 2013

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Making Research Communi:es Mobile-‐Friendly: the Whys and How-‐Tos

Leslie Townsend Kinesis Survey Technologies

Leslie Townsend, Kinesis Survey Technologies, USA Session 3: Research Communities, March 15, 2013

Making Research Communities Mobile-Friendly:

The Whys and How-Tos


Making Mobile Research Communi*es Mobile-‐Friendly

The communica*on habits of consumers are changing.

•  Already smartphones account for more than

half of all mobile phones in the U.S. and Europe, and will reach the global majority by the end of this year

•  Social networking and gaming are :ed #1 as the

most popular mobile ac:vi:es

•  Tablets are the fastest growing product category in the history of consumer electronics


The device preferences of research par*cipants are also changing.

•  More than 30% of survey traffic on the Kinesis plaUorm comes from mobile devices

•  Other research plaUorm providers have indicated their mobile traffic is anywhere between 10-‐20%

•  Research community members, like all consumers, are increasingly demanding mobile-‐friendly solu:ons

Making Research Communi*es Mobile-‐Friendly



Step #1: Keep registra*on/profiler processes short and sweet.

•  8 data entry fields or fewer

•  Limit usage of branding elements and graphics

•  Test all registra:on sites and profilers thoroughly using a variety of mobile devices



Step #2: Collect the mobile phone number.

•  It will be a CRITICAL data point in the near future

•  Necessary for SMS, app usage, loca:on-‐based triggers and more

•  Collect the :me zone as well, so mobile communica:ons are sent during appropriate :mes



Step #3: U*lize shorter surveys.

•  Survey should take less than 5 minutes to complete

•  When longer surveys cannot be avoided, offer appropriate incen:ves

•  Include a progress bar



Step #4: Eliminate Flash.

•  Adobe has stopped development of Flash for mobile, and has disabled new installs

•  Instead of Flash, use device-‐agnos:c technologies like HTML, CSS and Javascript

•  HTML5 is the future for the mobile web



What If Step #4 Is Not Possible Right Now?

•  Add a no:fica:on informing members that your community website not mobile-‐compa:ble

•  Begin prepara:ons to move away from Flash

•  Do not DO NOTHING, or else your community members will feel like this…



Step #5: Leverage Social Media

•  98% of the U.S. online popula:on uses social media – talk about a great recruitment source!

•  Globally more than half of Facebook and Twi?er users access via mobile phones

•  Social media pages are “pre-‐mobilized” for your use



Quick & Easy Checklist:

Simplify registra*on & profilers Collect the mobile phone number U*lize shorter surveys Eliminate Flash Leverage social media



End-‐to-‐end mobiliza*on – how do you achieve it?

•  Move your community to a device-‐agnos:c content management plaUorm (with device detec:on capabili:es) for easier development and maintenance

•  Support the mobile experience from end-‐to-‐end; ALL commonly used community func:onality should be mobile-‐enabled

•  Capitalize on the new community features that mobile enablement provides to increase engagement



Mobile requires the capture of addi*onal metadata and user seZngs.

•  Device and browser type in use

•  Separate legal opt-‐ins for SMS and loca:on-‐capture

•  Time zone and ‘do not disturb’ parameters

•  Acceptable invita:on and communica:on methods



Be ready for the research processes of tomorrow.

•  Social media research

•  Loca:on-‐based research

•  Mobile research

•  Integrated SoLoMo research


Thank you Leslie Townsend

Kinesis President & Co-founder



Q & A

Ray Poynter Vision Cri:cal University

Leslie Townsend Kinesis Survey Technologies


Leslie Townsend

Visit the Kinesis website: h?p://kinesissurvey.com Read Kinesis blog @ h?p://kinesissurvey.com/blog/

Follow Kinesis tweets at @ h?p://twi?er.com/kinesis_survey

Email Leslie: [email protected]

leslie townsend communities - 2013

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