“Market Research in the Mobile World” Conference Highlights: Conducting Mobile Surveys

In this last issue of my highlights from the conference “Market Research in the Mobile World: Europe 2016” I would like to share key ideas and insights about surveys on a smartphone.

First fast that we should take into our consideration is that a response rate to on-line surveys is just 15-20% (Breaking Blue research).

Second fact is that up to 30% of on line surveys nowadays are answered from a smartphone device (based on FocusVision research).

So, today it’s crucial for our survey to be:

mobile-surveys

Hence, before launching any on-line survey we should always answer the following question: “How much engaging is my survey?”.

One of the possible solutions to increase respondents engagement can be a gamified survey. But please keep in mind a set of important points before rushing into a gamified survey:

watch-outs-of-gamified-surveys

In terms of the entertainment narrative gamified survey can vary from guessable games&quizzes and  movie techniques to a slide survey.

The key strengths of gamified surveys are:

  • Possibility to build a longer survey.
  • A chance to achieve better completion rate especially with very narrow targets.
  • Opportunity to benefit from functionality of mobile phones.
  • Feasibility to be relevant and keep engagement.

However, gamified surveys should be avoided in case of research of B2B and developing markets.

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