LOS ANGELES, April 26, 2016 — Innovate MR's Lisa Wilding-Brown, EVP of Global Operations, was interviewed on RBDR today by RFL's Bob Lederer. The interview centered around concerns about mobile market research: its importance as an omnipresent tool yet one that's often excluded by clients. Why? "Because no one wants to take a 30-minute survey on their phone," says Lisa.
Referring to the mobile user experience, Bob asks: "Do you think it will get worse? Is the situation hopeless or can something be done?" "I think we're going to hit rock-bottom first," is Lisa's reply.
But fear not, there are efforts in the works to remedy the situation. Lisa is working with others on a CASRO-sponsored committee that is focused on mobile user engagement. "We're putting together a 'Best Practices Guide on How to Manage Respondent Experience From Start to Finish,'" she says. "It hasn't really been done before." Lisa acknowledges that the industry, various groups and decision-makers, need to make changes. The hope is that by implementing changes and providing this guide, mobile survey-taker attitudes can be improved.
About Lisa Wilding-Brown: Lisa leads Global Operations for Innovate and has over 13 years of experience in the Market Research space. She started her career at Harris Interactive on the client services team helping clients migrate their traditional telephone studies to online research. Later, Wilding-Brown moved to the panel management team where she was responsible for panel recruitment and retention of the Harris Poll Online, the industry’s first premier online research panel. In 2009, Lisa joined uSamp, an online global sample supplier. As a member of uSamp’s executive team, Lisa was responsible for many of the company’s technology initiatives including the firm’s mobile business division and online panels. During her tenure, Lisa served as the primary thought leader for developing the company’s mobile strategies, methodologies, quality protocols and API solutions. Now at Innovate, Lisa and the Innovate team have set out to redefine the user engagement model; their new twist on panel management is staving off typical attrition challenges which in turn provides clients with greater reach and improved quality.
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Real People. Quality Data.™ Innovate is a global online sampling firm, generating high-quality data from engaged panelists. Founded by Matt Dusig, Gregg Lavin and George Llorens, Innovate provides 24/7 client service to thousands of market researchers and research departments around the world. Innovate pioneered Human-Powered Sampling™ which promotes responsive communication for client satisfaction and created the First Class Panel™ which is a heavily-screened, profiled and engaged audience of survey respondents.