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From paper to pocket, surveys have undergone a massive transformation. In this attention economy, mobile surveys play an important role in helping brands gather valuable insights. The universality of smartphones and tablets has made collecting and analyzing data easier. Respondents can voice their feedback, opinions and preferences on the go with unparalleled flexibility.
Unlike traditional surveys, mobile surveys allow respondents to engage with surveys at their convenience. This means surveys don’t seem like an additional task but fit seamlessly into their lives, resulting in better response rates and more reliable feedback.
In this article, we will delve deep into the art of mobile surveys and learn how you can master it. So, let’s dive in!
The Rise of Mobile Surveys
What are Mobile Surveys?
As the name suggests, mobile surveys are where respondents answer survey questions on a mobile device like a smartphone or a tablet.
The Shift to Mobile Surveys from Traditional Surveys
Mobile devices have made it convenient for us to communicate, access information and work. The digital landscape has everyone engaged on the go, making it easier for brands to reach out to their consumers. The advantage of mobile surveys over traditional surveys is mainly the convenience.
The other reasons why brands are shifting away from traditional surveys are-
- Response rates and participation are way higher in mobile surveys
- Enable researchers to collect real-time data
- Have fewer geographical limitations
- Respondents feel a sense of comfort and familiarity with mobile surveys compared to other survey methods.
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Benefits of Mobile Surveys
Mobile surveys are a versatile survey method. It has numerous benefits across industries and caters to various use cases-
1. Greater Representation
Even if someone does not have access to a computer, they will still have access to a mobile phone. Mobile surveys provide greater accessibility enabling researchers to reach a wider and more diverse audience. This also makes the insights more inclusive as it encompasses responses across ages, socio-economic levels and conditions.
2. Decreased Turn-Around-Time
Since mobile surveys are real-time and devoid of physical limitations like calling respondents to a dedicated centre, it yields results faster. This helps save time, money and effort and allows researchers to conduct more research in the same time frame.
3. Flexibility of Time
Researchers can send out the mobile survey at a specific time instead of waiting and marinating for a consumer to come by. For example, a survey can be sent right after someone receives the delivery of an order. This increases participation and improves response rates.
4. Brevity Equals Better Results
Mobile surveys are optimized to be short and comprehensive. This ensures that the respondents stay engaged and don’t drop off.
5. Enhanced Experience
Respondents have a richer survey experience because mobile surveys integrate pictures, videos and other interactive options. Some surveys are even designed as games to keep respondents hooked.
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How to Get Started with Mobile Surveys
Steps to Design a Mobile Survey
Designing a mobile survey is the foundation for gathering actionable insights. It helps personalize the survey based on the target audience and also increase engagement and participation.
Step 1:Choose Mobile-Friendly Survey Questions
Survey questions are critical to getting reliable responses. Not all survey question types are suitable for a mobile survey. For example, multiple-choice questions are easier to answer than a Likert scale. Consider the screen size, the ease of answering and the simplicity of the question type before including it in your survey.
Step 2: Focus on Survey Experience and Design
Respondents are also humans; they get distracted, bored or both if not engaged. This increases the emphasis on the survey experience and design of the interface. Try to make your survey like a game with rewards after each level. This will incentivize the respondents and also increase their engagement levels. Also, keep in mind to keep the navigation from one question to another simple and direct.
Step 3: Make the Survey Concise
It is easy to get overwhelmed with surveys. You may want to know a lot through a single survey, but stop yourself right there. A simple, short and sweet survey is the key to fewer drop-offs and avoiding fatigue in respondents. It will also make analysis of your data much easier for you and your team.
Step 4: Ensure Privacy and Data Security
Respondents trust you with their personal information, ensure it is safe by making your surveys air-tight. For example, some survey research platforms like Entropik prioritize security of not just your respondent data but also your research findings by being GDPR and SOC2 Type 2 compliant.
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Where to Use Mobile Surveys?
Mobile surveys can be used for various use cases; some of the popular ones are-
1. Market Research
You can use mobile surveys to conduct market research to identify evolving trends, foster innovation and gain a competitive edge.
2. Customer Satisfaction
The first step to becoming a customer-centric brand is by improving customer satisfaction. But by conducting regular surveys, you can make your customer experience better and build more positive relationships with them.
3. Online Polls
Polls give you a direct and quick answer to a particular solution. By using mobile surveys to conduct online polls you can reduce time and increase response rates.
The Bottom Line
Mobile surveys are a game-changer in the research landscape. With their numerous benefits like accessibility, media capabilities, higher response rates and inclusivity, they are all set to overthrow traditional research methods. If conducted correctly, mobile surveys can offer a wealth of insights and knowledge about your target audience.
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