Software for Mobile Survey

A lot of our clients immediately jump to the concept of "reach" when they first begin to think about mobile research and wireless surveys. They worry that only a small percentage of their panel might be willing to take a survey on their phone, and they think that hard-to-reach groups (like teens) are the perfect audience for mobile research. 

Sure, using consumer engagement techniques that make your interactions more personal and portable should make them inherently more relevant, thereby increasing response and reducing churn.

But that's not what's really exciting about cellular surveys. My favourite conversation with clients is the one when the light goes on the realization sets in that mobile research is about so much more than putting traditional online surveys on a small screen.

What's really exciting is the new reality that as researchers we can take advantage of the billions of dollars that device manufacturers pour into R&D. Built-in functions such as taking photos and capturing GPS coordinates are just the beginning - even so, these basic capabilities provide us with some pretty astounding options for gaining insights from targeted mobile groups and communities!

So how many people do I need in my mobile panel? I by no means decry the important science of sampling, but check out this article that explores how big the ideal online research community should be, and hopefully you too will start to become a believer in quality over quantity.