Sima Vasa - Cutting Edge of NewMR 2015

RoR -‐ The Value of the App: Ask More, Receive More Sima Vasa, USA, September 2015

RoR -‐ The Value of the App: Ask More, Receive More

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Intro: RoR – The Value of the App

Sima Vasa Founder and Chief Evangelist Officer

Leslie Townsend Co-‐founder and CEO

Jacqueline Rosales CEO


ObjecLves: RoR – The Value of the App Based on mode of response (in-‐app, browser, or tradiIonal web), determine:

•  Does a spirit of “volunteerism” and saIsfacIon exists in one group versus another?

•  Does a quality or response difference exist among these groups?

•  Can the App deliver as much as tradiIonal online for Market Research?

•  What is the value of the App in today’s Market Research environment?


Method: RoR – The Value of the App •  Audience: General US populaIon, 18 years of age or older, who own a smartphone

•  Methodology: parIcipants answered the survey using one of three methods: –  Mobile Browser -‐ using mobile device to complete survey using a mobile browser (200 completes)

–  Mobile App -‐ using mobile device to complete survey using a survey app (200 completes)

–  TradiIonal Online -‐ using PC /laptop to complete survey as a tradiIonal online survey (201 completes)

•  Fielding occurred concurrently in mid-‐June 2015


Previous Research on the Same •  Pew Research did a similar study (app versus online survey results) in April 2015.

•  Found app response rates were lower than Web rates

•  parIcipants were “assigned” a treatment and were not allowed to select device of preference


Findings: RoR – The Value of the App •  Majority of Ime spent on mobile devices is spent while using apps

•  Manner in which invitaIon is sent or panelist is accustomed to responding effects response treatment

Audience 1:

Mobile Browser Audience 2: Mobile App

Audience 3: TradiLonal Online Panel

Q20. On your phone, do you spend more Lme accessing a mobile browser* or using apps?

Count Total 200 200 201 More Ime on mobile browser

37% 34% 32%

More Ime on mobile apps

64% 67% 68%

*A mobile browser is a browser that is opImized for the small display screen and limited resources of a mobile device such as a smart phone. Apps are applicaIons


Findings: RoR – The Value of the App Those who answered our survey via the app were more likely to be early adopters in other ways

Audience 1:


Audience 3: TradiLonal Online

Panel Q22. Which of the following describes you in regards to wearable devices (e.g., fitbit, Jawbone, Misfit, etc.) that communicate with an app on a smartphone?

Count Total 200 200 201 I own but don't currently use a wearable device 6% 10% 3% I own and use a wearable device

15% 21% 8% I plan to purchase a wearable device in the next year 19% 26% 17%

None of the above 61% 44% 72%


Findings: RoR – The Value of the App App audience may be more approachable/engaged

Audience 1:



Q23. How likely would you be to answer a one-‐quesLon survey on a wearable device app if it was relevant to your current locaLon / situaLon?

Count Total 30 42 15 Very unlikely 0% 0% 0% Somewhat unlikely 0% 0% 7% Neither likely nor unlikely

7% 0% 0% Somewhat likely 27% 17% 27% Very likely 67% 84% 67%


Findings: RoR – The Value of the App App users had the highest compleIon rate among our three segments, and in sharp contrast to the Pew

research study that was outlined previously.

# Starts #Completes # CompleLon rate

Mobile browser 311 200 64 %

App 268 200 75%

TradiIonal online 545 201 37%


Findings: RoR – The Value of the App Panelists responding via the app complete the same survey faster than those using a mobile browser

Audience:

Mobile Browser Audience: Mobile App


Panel Survey Time in Minutes Mean 10 9 7

Median 9 8 6 Standard DeviaIon 5 4 3 Variance 24 20 7


Findings: RoR – The Value of the App More than 86% of those using the app rated it as “very easy” to take

Audience 1:



QE1. How easy was it to complete the survey?

Count Total 200 200 201 Very difficult 0% 0% 0% Somewhat difficult 2% 0% .5% Neither easy nor difficult

2% 3% 5% Somewhat easy 16% 11% 24% Very easy 81% 87% 72%


Findings: RoR – The Value of the App Occurrence of straightlining: not staIsIcally different

Mobile App Mobile App Mobile App Straight Count Count Total 200 200 201

.00 94% 92% 89% 1.00 5% 6% 9% 2.00 .5% 2% 3% 3.00 .5% .5% .5%


Findings: RoR – The Value of the App Selfie status: parIcipants were asked at the end of the survey to upload a selfie. This task was opIonal.

Audience 1:



Panel Q24. Selfie uploaded Count Total

200 200 201 No

56% 36% 81% Yes

44% 64% 19%


Summary: RoR – The Value of the App •  Based upon the findings, parIcipants have a bemer experience on a mobile app

and resulIng in bemer saIsfacIon and cooperaIon.

•  The area needs further research, and of course the biases (which will diminish through Ime) also need careful review.


Thank You!

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