Insights professionals increasingly recognize that they need to reach consumers on mobile, because that’s where consumers are spending their time. The conversation is shifting from “whether” to use mobile to “how.”
So far, most of the discussion has focused on optimizing survey design for mobile. Should questions be phrased differently on mobile? Should there be fewer answer choices? Can you use grid questions? Do you need to keep surveys short? Do you need to add “gamification” features to hold attention?
These aren’t necessarily bad questions, because well-thought-out survey design should always be an important part of consumer research. But focusing on design doesn’t get you answers to the two fundamental questions you need to answer correctly if you want to get mobile right.
- Do you know the difference between in-app mobile surveys and “mobile optimized” surveys?
- And which one should you use?
Once you’ve opted for in-app mobile, the rest will take care of itself. And a good way to get acquainted is to take a top-of-the-line mobile app for a test drive, and experience mobile survey design and functionality first-hand. You can start immediately by downloading the Surveys on the Go® app for iOS or Android.
Answer some detailed demographic questions to establish your profile, and you’ve joined the the world’s largest, longest-running and fastest-growing all-mobile panel – more than 1.3 million active members in the U.S., with 2,000 or more joining each day, solely from word of mouth.
Your profile will help determine which survey invitations you receive. As a consumer yourself, you’ll be helping brands and companies learn what they need to know about their target audience. As an insights professional, you’ll be paying close attention to your experience with the app – and seeing for yourself how the app handles complex survey design, and whether it’s suitable to longer interviews.
There’s a chance you’ll experience some location-based research, getting survey pushes while you’re shopping or just after you’ve visited a store. And you may be asked to evaluate video content such as movie trailers and mobile ads, or to create a “video selfie” and tell about a consumer experience in your own words while you’re actually having that experience, or just after. You’ll be happy you don’t have to make any semi-educated guesses about something did or might have done in the past few weeks or months. With in-app location studies, memory bias is becoming just a memory.
Meanwhile, you’ll be earning some coffee money, with the option of getting cash via PayPal, Visa or Amazon gift card. Each survey has a cash reward that varies with the length and complexity of the project. And when you’re terminated, you’ll still get a token amount for your trouble, usually a dime.
So try some hands-on learning about how mobile surveys work. Your experience as a mobile panelist will enhance your decision-making about that big decision between mobile-optimized and in-app mobile. To get started with your app download, just click here. And if you’d like to have a productive conversation about in-app mobile and how it can meet your specific needs, just contact us at firstname.lastname@example.org.