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:
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:
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.