Pete Townshend once sang about goin’ mobile. Now marketers and researchers are singing the same tune. The trend toward all things mobile continues unabated. This is one of those trends I certainly agree with, but as researchers we need to approach it with respect and understanding. It is not a trend to jump into without first becoming aware of its idiosyncrasies. Two points to ponder include:
Smartphone adoption is the driver behind the trend. Be aware however, that smartphone penetration it not equal across the board, with tweens and seniors being the best examples.
Question design is another key point of differentiation between standard online surveys and mobile. Namely, they have to be simplified.
So if you have customers and prospects that are smartphone savvy, should you make the jump to mobile surveys? As stated previously the rules of design are not the same for mobile as they are online surveys, in fact we need to take a step back, and perhaps another step back. If your surveys rely upon advanced logic and heavy use of visual elements such as sliding scales you will need to let these go. Lengthy surveys covering many topics are not suitable for mobile delivery.
The key value proposition of mobile surveys is their ability to capture opinions in the moment. There is nothing more robust than a consumer’s opinions as the event, be it a purchase for example, is happening. Here are some key steps to consider if you want to transition to mobile delivered surveys:
Create short surveys – think three to five questions max
Keep those questions brief and preferably single-select or limited multiple-response
Avoid scaled questions that require visual sliders or other Flash-based question formats
Let go of the need for complicated logic
A perfect use case for mobile surveys came my way recently. A local restaurant chain wanted customer input regarding potential new milkshake flavors. The survey involved one multiple response question (select up to five flavors), one open-end (are there any other flavors) and one single select (which type of cup do you prefer for a milkshake). The survey could be completed with limited scrolling. In short it was ideally suited for mobile.
In summary, mobile delivered surveys are more than just the rage of the moment; they are fast becoming a necessary tool in the market researcher’s bag of tricks. They are not useful for complex surveys, but they are best applied when quick-hit opinions are needed.
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