Mobile Surveys

The smartphone is changing the research landscape.  Mobile surveys attempt to capitalize on the rapidly expanding penetration of these “handheld computers.”  Many people use their smartphones to take online surveys.  Mobile surveys, in our definition of them, go a step further.  Mobile surveys are an effort to engage consumers “in the wild,” in real-time, with very specific and focused questions that are easily and quickly answered by the respondents.

  • Mobile surveys are at their best when they are focused and very short.
  • Mobile offers the capability of participants to respond in various ways: images, video, text, etc.

Weakness & limitations

  • Hard to go deep on a topic.
  • Hard to be targeted, beyond basic demographics. We can find women, but not necessarily women who love your brand.
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