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July 30, 2018
Capturing mobile respondents’ attention with concise questionnaires
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For a while, it was the drumbeat: mobile, mobile, mobile. It was THE topic of interest across the industry, with fear and uncertainty swirling about at the mention of the word. Would mobile studies really take root? Would these new, often shorter studies yield good data? The answers to those questions now seem eminently clear.
First, mobile is here to stay—just as it is in the population-at-large. If anything, it’s becoming old hat, with clients well ready and waiting for effective mobile studies. And as for the quality of data, there’s no reason for fear; as long as studies are properly designed for a mobile audience they should result in good quality data. (Think about it: When we switched gears from in-person to phone, then from phone to online studies we worried about data quality—without cause.) In fact, the most effective design of these studies was the topic of a key panel discussion at a recent Market Research Society B2B research conference. Toluna was one of the presenters at the panel, which yielded a range of recommendations for designing and mounting effective mobile studies. Here’s a look at some of the major conclusions of the panel.
Refining Mobile as It Matures
As we said at the outset, there’s nothing really new about mobile, with 40 percent of respondents saying they have participated in a mobile survey, and 10 percent of respondents participating in mobile surveys of their own accord. That means surveys should be designed to be mobile-compatible across-the-board. Things to remember include:
When you think about it, there’s nothing really hard about creating effective mobile studies. It’s really just a matter of “thinking small,” remembering to accommodate mobile users with smaller grids and shorter, well-targeted questionnaires. And with mobile such a major part of our lives, it’s about time we changed the way we’ve been doing surveys for the last 50 or 60 years and really reflect the way the world has changed.
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