10 YEARS of mobile data collection at MORI

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2005
1995
10 YEARS of mobile data collection at MORI
Presented by AJ Johnson
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This paper
2005
1995

• Reflects on the early years of mobile data
  collection at MORI
• Shares some of the lessons learnt
• Looks at hardware and software choices and
  considers the interviewers perspective
• Considers our experiences of M-CAPI
• Looks at where we are at today
• Predicts how data collection will change in the
  future
• Suggests how MORI will approach this

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A very brief background
2005
1995

• MORI was founded in 1969 and is the largest
  independent research agency in the UK
• MORI conducts both social and consumer research
  with clients that includes most government
  departments and half of the FTSE 100 companies
• We have conducted more than one million CAPI
  interviews since 1996
• In 2004 CAPI surveys contributed toward one third
  of MORIs revenue

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Early decisions
2005
1995
Operating system
Hardware
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Hardware checklist
2005
1995

• Longevity of the manufacturer
• Think of the end user
• Leave it to the experts
• Future proof - buy high spec
• Availability and cost of spares/repairs
• Ask around, what are others using
• Never pay full price

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Software checklist
2005
1995

• Easy to use
• Authoring required a GUI with complexity
• Reliable and simple to use communications
• A flexible database with relevant exports
• Developers have to be responsive
• Commitment to develop the software

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M-CAPI
2005
1995

• Availability of hardware
• Much cheaper than traditional CAPI
• Hardware is very ergonomic

• Colour screens reduce battery life
• Verbatim answers very hard to record
• Connection problems with the server

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Hardware in the new millennium
2005
1995

• Two-thirds of our face-to-face data collection is
  done on CAPI
• We have more than 500 pen tablets in the field
• We purchase only new hardware
• We have selected Motion Computing as our
  preferred hardware supplier

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Software in the new millennium
2005
1995
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The future on data collection in the MR industry
2005
1995

• Two important issues for the future of data
  collection
• decreasing response rates
• delivering cost effective data collection
• To understand mobile data collection we need to
  understand how data collection in general will
  develop
• The increase of multi-mode research as
  respondents become more elusive
• Lower cost internet research will become more
  acceptable as internet penetration rises and
  certainly if research budgets are cut
• CASI via PDAs, mobile phones and potentially iDTV
  will all have their place
• Telephone research will decrease as people demand
  more privacy
• Internet panels and opt-in research in general
  will increase
• CAPI will continue
• where purity of sample is required
• at central locations
• M-CAPI will continue for exit and other mobile
  surveys

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(No Transcript)
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MORI and Mobile data collection
2005
1995

• CAPI using pen tablets will continue to grow
• We are future proofing our hardware as much as
  possible
• Full multi-media capability
• Wireless, Bluetooth connection and biometric
  security
• We will continue to develop M-CAPI for our mobile
  surveys
• We are looking towards connected CAPI (or at
  least a regular internet connection)
• A move away from In2quest to a next generation
  product

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New software, a new criteria?
2005
1995

• Yes and no, some of the criteria we set out in
  1995 is still relevant

• However, we also need to consider
• how much will it cost compared to our current
  solution?
• what benefits will we get for the money?
• will it work off-line, online or a combination of
  both?
• will it be compatible with our existing fieldwork
  partners?

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Why is a regular internet connection so important?
2005
1995

• Faster data and field progress reporting

Improved quota and sample management
Minimal chance of lost data
Fast updating of amended surveys
Ability to access databases and bring the power
of the internet to each mobile interviewer
Potential for the most appropriate survey
selection across modes
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And how would the future benefit the interviewer?
2005
1995
Benefits
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To conclude - 7 key lessons learnt
2005
1995

• Hardware and software selection is key - Do not
  rush into this and do your research!
• Listen to your interviewers - They are essential
  to the success of implementing CAPI interviewing
• Understand your business - Different situations
  require different solutions
• Consider your fieldwork partners - Different
  systems are problematic
• Future proof where possible - Its more difficult
  to update once you are committed
• If you do not know exactly where you are going
  then try not to close any doors
• Look beyond your own organisation - What is
  happening in the industry and what are your
  competitors doing? Constantly monitor.

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2005
1995
Thank you
Contact aj.johnson_at_mori.com or darren.horne_at_mori.
com