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GO MOBILE

David ShankerLightspeed CEO Americas

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginHi, my name is David Shanker and I am responsible for Lightspeed and I am here today to talk to you about why it is important to go mobile NOW for any and all of the survey work you do with Consumers. I hope to convince you that it is important to start thinking about shorter surveys that are mobile enabled and device agnostic. And when my 10 minutes are up, you will know the 3 most important things to consider when thinking about all your future surveys1

5.5 Million Panelists across40+ Countries

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginNEW SLIDE HERE WITH MAP OF WORLD

By way of background, Lightspeed is the company within Kantar that builds and manages global panels. In round numbers, we have almost 5M consumers in 40 countries who have joined Lightspeed to take online surveys. They do so because they want to provide input to all of your brands and issues and they also like the incentives they receive when providing their feedback. Last year, Lightspeed completed over 30 million online interviews

And its not only consumers who we can speak to online we have Physician Panels, Patient Panels, B2B panels and Specialty Panels. And we are also known for building bespoke panels for clietns with specific business needs.2

The information we need to make decisions is always at our fingertips.

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAccording to data released on November 1 by StatCounter, Mobile Browsing Surpassed Desktop Globally For 1st Time in October 2016

Here I am going to explain why we both love and hate our phones and I will tell a story about how much weUse it in our personals lives (and rely on it) but why in our MR professional life the phone has been a bust andTie this back to surveys

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Within North America, around 64% of the population willown a smartphonein 2017, an increase of 13% from 2014.13%Increase from 2014

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginSo, Why mobile for your surveys?

Research today requires meeting consumers on their devices.

We want them to be able to respond to surveys when they way, how they want and on the device that they wany

We need to think mobile and consumer, first.

In North American, next year 2/3 of the population will own a smartphone4

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin

And globally, there are approx 2.5B smartphone users

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3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginEvery day, consumers are working digitally they are spending more and more time connected to their devices. This is where they live and this is where they work

As consumers increasingly work digitally with numerous connected devices, marketers have the opportunity to harness behavioural information in real time utilising passive measurements.

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3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAnd crazy as it seems, for those under the age of 34 87% of them are NEVER without their smartphones7

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAnd we all know that the richness of data and insights can be enriched with digital data like pictrues and photos.

Well, every day, more than 44% of consumers use their camera to a photo or a video

Did you know that on Sanpchat there are 8B mobile videos viewed per day?8

A study recently released by Deloitte found that Americans collectively check their smartphones upwards of 8 billion times per day.

The average adult checks their phone 30 times a day, and the average millennial checks their phone more than 150 times a day.

SMARTPHONES

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAnd we are all pretty obsessive about our phones the avg adult will check their phone 30 times a day and if you are a millennial, you are checking your phone 150 times/day.9

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginSo, if you dont believe me yet that surveys need to be shorter, mobile friendly and device agnostic, let me share some data specific to our Panellists

In the US, more than 50% of those that join our panels are joining on a smartphone or tablet10

1 IN 5

SURVEYS ARE 100% MOBILE COMPATIBLE ONLY

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginYet only 1 in 5 surveys are mobile compatible.

So we have a lot of consumers who join our panels on their smartphone but not nearly enough surveys for them to take on their smartphones.11

HIGH DEMAND vs. LOW SUPPLY

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginSo, we have a lot of demand for mobile surveys but we have low supply12

Too many surveys are:

LongGrid intensiveRepetitive BoringNot mobile first

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAnd that is leading to potential data quality issues

Our surveys are.13

And This is Impacting The Quality of Your Research

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginLess engaging surveys means.David Shanker getting info from Bonnie and Susan F14

= 20% Improved Feasibility= 20% Faster Completion= 20% More Diverse Audiences

100% MOBILE COMPATIBLE SURVEYS

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAction Item: Can we say something about improved quality? David to check with Bonnie.

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Getting startedLeverage suit of analytical tools

Use survey design service

Pilot and test

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginLeverage suit of analytical tools: to help optimize the length of your surveysUse survey design service: to refashion your survey to work on mobile devicesPilot: to test redesigned surveys

This industry has an abundance of training opportunities. Conferences, webinars, lecturestake advantage of by sending staff to trainings & workshops so they can learn how to make your surveys more mobile friendly

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APPEND MORE & MORE (BEHAVIORAL) DATASo You Dont Need To Ask So Many Questions

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginAs data becomes increasingly integrated, researchers are given more opportunities to boost engagement and shorten surveys. The world of Big Data has granted us access to numerous data sources that can be blended with quantitative research. The result is obtaining more insights through fewer questions. This makes writing surveys for mobile users much easier because we can:

Be less redundant with our questionsAsk simpler questionsBreak surveys into clear component parts17

USE REACTIVESURVEY DESIGN TOOLS

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight Margin

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USE VIDEO7515

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginDo we have any Frank Kelly slides we can insert here on using Video Open Ends as another reason whyMarket researchers should be going mobile. I would want to be able to talk about the enriched open endsThey can collect the richness of the data - etc

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The Philosophy of Good Survey DesignRecognize it is a consumer experience

Encourage respondents to think

Think mobile first when designing surveys

Keep survey length under 15 minutesLimit number of open ended questions

Use short, concise question text

Avoid grids and scrollingSimplify: break questions into component parts Exploit icons and visualsTest all your surveys

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginRecognise that it is a consumer experience Encourage respondents to thinkThink mobile first when designing surveysKeep survey length under 15 minutesLimit number of open ended questionsUse short, concise question textAvoid grids, scrolling and ensure everything is scaled to fitSimplify: break questions into component parts / thinking chunks Exploit icons and visualsTest all your surveys

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GO MOBILE

David ShankerLightspeed CEO Americas

3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContent BottomContent TopHeading BaselineLeft MarginRight MarginHi, my name is David Shanker and I am responsible for Lightspeed and I am here today to talk to you about why it is important to go mobile NOW for any and all of the survey work you do with Consumers. I hope to convince you that it is important to start thinking about shorter surveys that are mobile enabled and device agnostic. And when my 10 minutes are up, you will know the 3 most important things to consider when thinking about all your future surveys21