At the recent Mobile Research Conference in London, Mick Couper, methodologist extraordinaire and mode effects expert from the University of Michigan, reminded us to think about the "what's in it for them" when it comes to our respondents. The message I took was that if we don't, then we can expect mobile research participation to erode in very short order.
There may just be a groundswell afoot about making research more meaningful for respondents. Well I hope so anyway - for example, take this blog on Co-Creation of surveys. This post in particular focuses on cooperating with respondents to ensure the translations in your interview survey make sense.
That's a really great idea, but there's also a new future emerging where wireless survey participants will also help create and shape our research instruments over time - to actually influence the crux of the insight we're trying to gather. Some of the next innovations in research thinking will be to engage people over the long term, with functions of real value to them. Check out how the American Legacy Foundation is engaging people who are trying to quit smoking.
Sure they're doing diaries to collect valuable research data which will help society (maybe even their neighborhood) over time, but they are also providing real value to the participants by establishing a new social and support network of peers, and by providing access to their own trends and data. This could even provide compelling inputs to motivate changes to the research instrument over time.
I do not envy the analyst who's job it will be to figure out how the evolving changes in the research, and respondent knowledge of their habits, might affect the data! Some companies already offer respondent-generated response lists that grow over the life of an Internet survey - For example, the first 10 answers are basically a 'specify other' which gets turned into a multi response option.
But WOW! What an exciting thought that people will actually drive the insight, rather than just be put in to pre-defined check boxes. I can't wait.
There may just be a groundswell afoot about making research more meaningful for respondents. Well I hope so anyway - for example, take this blog on Co-Creation of surveys. This post in particular focuses on cooperating with respondents to ensure the translations in your interview survey make sense.
That's a really great idea, but there's also a new future emerging where wireless survey participants will also help create and shape our research instruments over time - to actually influence the crux of the insight we're trying to gather. Some of the next innovations in research thinking will be to engage people over the long term, with functions of real value to them. Check out how the American Legacy Foundation is engaging people who are trying to quit smoking.
Sure they're doing diaries to collect valuable research data which will help society (maybe even their neighborhood) over time, but they are also providing real value to the participants by establishing a new social and support network of peers, and by providing access to their own trends and data. This could even provide compelling inputs to motivate changes to the research instrument over time.
I do not envy the analyst who's job it will be to figure out how the evolving changes in the research, and respondent knowledge of their habits, might affect the data! Some companies already offer respondent-generated response lists that grow over the life of an Internet survey - For example, the first 10 answers are basically a 'specify other' which gets turned into a multi response option.
But WOW! What an exciting thought that people will actually drive the insight, rather than just be put in to pre-defined check boxes. I can't wait.
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