Mobile Research Series: Why mobile? Explaining the advantages of research conducted on mobile phones and tablets.

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.

Public Opinion Strategies