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A Key Insight About Mobile Research Methods: In-App Always Wins

 

Want 20+ Minute Mobile LOIs?

You’ll Have to Do Better Than This

 

Mobile Optimized screen

 

What you see above is something that literally drives survey respondents to distraction — a deeply flawed mobile survey format that’s guaranteed to frustrate and alienate. Not only does it look bad, but the technology that’s being employed leads to even more frustration and alienation. Basically, it’s forcing mobile respondents to use their smartphones in a banal, unsatisfying way: connecting to a website to take an online survey.

 

The poor display you see above, coupled with outdated survey technology, is responsible for one of market research’s biggest myths: that mobile surveys have to be kept very short.

 

Truth is, mobile respondents are perfectly willing to engage for 20 minutes or more, if you give them the kind of rewarding smartphone experience they enjoy and expect. It’s all about the user experience: if it’s clunky, respondents give up. If it’s fluid, they finish — even at LOIs of 20 minutes or more.

 

Accomplishing longer, deep-dive research projects is well within reach. The key is using the right technological platform for the Smartphone Era. It’s now possible to embed surveys instantly in panelists’ phones by using a native app. Smartphone users love apps, and in-app surveys ensure that they won’t have to depend on a cell signal or WiFi, which are prone to interruption and to annoyingly slow load-ins of survey questions.

 

To illustrate the point, here’s the data from a comparative study that tested engagement with a 20-minute survey launched in three separate mobile formats: Native App, Mobile Optimized and Mobile Friendly.

 

 

Mobile Survey Drop-Off Rates

Native App vs Mobile Optimized

Source: 2,139 surveys, 713 on each platform. Each survey ranges between 200 – 1,500 responses. Surveys conducted March 2014 – December 2014.

 

As you can see, native app engagement eclipses “mobile optimized,” to the tune of five times fewer drop-offs. And drop-offs were 14 times higher for the “mobile friendly” approach. To learn more about advanced, in-app mobile survey technology and the research solutions it provides,  just click sales@mfour.com.