The Techneos team have started a blog in the past few weeks to publish their thoughts about trends in the mobile survey research world.
We’ve found mobile survey research very useful in the past for studies that are aimed at B2B targets, or highly mobile and/or tech-savvy consumers. With the growth of smartphone and netbook usage, particularly over the past couple of years, this methodology seems more and more vital. It’s great to be able to connect with research participants while they’re on the go, or engaged in their lives (whether for work or play) – not just when they find time to check their email or call back for a phone interview.
We find that expertise in both questionnaire design and data management is absolutely necessary to do in-depth analysis on data collected through this medium. It’s important to be concise in wording your questions and answer options, and you need more than just quick polling data to illuminate insights that lie beneath and behind survey responses. But that’s why we’re here – to recommend a technology solution if and when it’s appropriate for a research initiative, and to exercise our skills and perspectives to take the strategic insights to the next level.