The mobile platform offers an interactive respondent experience not possible over the phone or even through online research.

Mobile surveys open a wide array of new question types and techniques for survey researchers to utilize. Our national survey utilized the following question types:

• Two-tap matrix questions that allow easy user navigation within a series of statements or messages;
• Rank-order displays where respondents can prioritize lists simply using their touch screens;
• Multi-way apportionment questions which let users distribute up to 100{09f965da52dc6ab4c1643a77bd40d1f729d807040cd8db540234bb981a782222} on select categories using a slider;
• Audio clip playback;
• “Picture capture” in which respondents answer a question using a picture taken via the camera on their phone or tablet;
• Audio recording for direct verbatim comments;
• Heat map displays that prompt users to touch areas of a photograph that catch their attention and write a short comment regarding the selection; and
• Moment-to-moment video capture that performs like traditional video dials.

Here are some charts explaining in-depth the advantages of mobile phone and tablet research.