In today’s day and age, if your research campaign doesn’t include mobile survey questions, you’re missing out on a huge target audience. If you look around you, you’ll see many people typing furiously on their phone. The reason for this is that most people use their smart phones for everything but making calls and talking! They’re answering e-mails on-the-go, responding to messages, checking-in at various locations and updating their social networks.
So how do you create market research engagements that speak to Generation Y? You make sure you’re communicating with them on their preferred channel and the one thing that every person has – a cell phone.
Shorter, quicker, faster
The key to creating mobile survey questions that actually get answered is to make everything shorter, quicker and faster for the user to complete. Not only should the entire survey be shorter than any other type of market research engagement (such as face-to-face interviews or e-mail based surveys), but your questions also need to be more to-the-point and unambiguous.
Scrollable and clickable
Did you know that 1 in 3 Americans now own tablets? Africa’s mobile usage is also booming, which means that you should be designing mobile survey questions with tablet and smart phone screens in mind. Remember that people are used to clicking and stroking their screens in order to make things happen, so each question needs to be on a separate screen (don’t have an endless scrolling list of questions). A good tip is also to have the question number – as well as the total number of questions) on the page so that participants know have many questions they still have to complete.’
Give people options
Remember that people are busy and they’re doing you a favour to take part in your research. Make it easy for them to ‘complete the survey later’ (and not have to start from the beginning of the survey) by saving the answered questions for them. Even though it seems counterproductive, you also need a clear ‘unsubscribe’ or ‘opt out’ button - this is part of the new Consumer Protection Act and it also lets people feel safe (knowing that you’re not a fraudster or a spammer).
At the end of the day, your mobile survey questions have to be easy to complete and fun to read. Contact the pros at ConsultaPanel for more information today!