Mobile Has Taken Over Market Research. Learn all the basics on how to conduct mobile research.
Consumers today spend most of their time on smartphones or tablets, whether it is for social interactions, business, entertainment, e-commerce, or other e-services. Although the list of possible uses for mobile devices is impressive, it has unlocked huge opportunities for capturing insights anytime, anywhere, and in a manner that allows respondents to be much more engaged and keener to interact with a study.
Mobile devices also granted us an unprecedented reach in specific regions, and notably emerging markets, where the Internet is mostly accessed via mobile but also by reaching the youth, who are very active on mobile and social networks.
Whether you need a quick way to create surveys on the go or need expertise on how to adapt your research to the mobile world and collect data easily even thanks to a smartphone, there are a lot of ways by which we, at TGM Research, can help.
Before delving deeper into the benefits of mobile research, one of the most important things is representativity. This is one of the fundamentals of market research after all and mobile research can definitely help us here!
Looking at Internet penetration per country and accessibility per device, it is easy to see that for most countries, access to the Internet is now higher for smartphones versus desktops/laptops. This is even truer in emerging countries where the smartphone is THE way to stay connected. Excluding mobile respondents when doing research would simply lead to making the data collection part biased and would have a big impact on the results and scores, regardless of the research methodology. In this way, your data won't be good enough to be analyzed.
Not all studies are well designed for mobile data collection though. Through experience and observation, we came to learn that 10 minutes is the threshold where the level of engagement and attention from respondents tends to start decreasing. This may affect the quality of the answers so it is important for researchers to keep this in mind when designing studies.
Beside this constraint of the length of study, mobile research has almost no limits and surveys on mobile would be perfect for (non-exhaustive):
One of the most important details you should keep in mind is the 10 minutes threshold for maximum engagement. You have to make sure that the survey is short and straightforward.
We sometimes neglect the respondent's perception of the research design. Well, we strongly encourage anyone who created a market research survey to test it in real conditions from a smartphone or even a desktop or asks a friend to do the same and then ask them if they would participate in a similar study again. The feedback might not be positive but quite helpful. The survey design has to be easy and the flow of the survey has to be smooth so that we do not drop the attention of our respondents. In the end, they are the very essence of your project.
Respondents are most of the time not familiar with market research; they volunteer and happily offer their time to help researchers build better products, services, or offers. We need to keep questions straight to the point, clear and easy to answer for them (To avoid 15 attributes to rank, 25 items grid with a seven scales points, no ending loops of similar questions, etc.) which can become quite confusing.
Our TGM tips for awesome results survey and data quality:
While doing big pieces of complex research where actionable insights for day to day business strategies can be questionable, mobile market research contributes to democratizing research across the world, eliminating all kinds of barriers and biases.
In conclusion, like any methodology, mobile research has its pros and cons depending on the research objective. One thing is certain though, mobile research offers better reach and data representativity, speed, affordability and provides researchers or marketers with a simpler way of doing research (one strategic business question, one answer), and most importantly, for being closer to customers and interact with them “at the moment”. This is what our clients are looking at the moment, the key to capture instant moments and real-time reactions. and to feel close to their customers, to listen to their feedback. and advice.
You have a market research project, but you are not sure if it can be done on mobile or not? You are still not convinced that you should take your market research project into a mobile data collection world?
Do not hesitate for a moment! Reach out to TGM Research consultants for a free assessment! Believe us, you are in good hands!