Like all survey design, understanding your audience and your medium should be the cornerstones from which your survey is built. If you simply keep in mind what’s unique about mobile users and their devices, a successful survey design will flow from there effortlessly. Follow these 6 simple tips, and you’ll be on your way to running a successful mobile survey.
1) Understand the Smartphone User Profile
Recent studies estimate that half of all adults in the U.S. own a smartphone. Generally, the younger and wealthier you are, the more likely you are to own a smartphone. However, smartphones are a rapidly growing market for all age groups. Mobile surveys are a great way to reach 18 to 44-year-olds, college students, young professionals and small business owners. To learn more about qSample’s mobile panel, visit qsample.com.
2) Understand Smartphone User Behavior
Smartphone users tend to be very attached to their phones. Most smartphone users check their phones first thing in the morning and frequently throughout the day. Smartphones provide users with social connectivity, work productivity and entertainment. Because they’re never without their phones, smartphone users are quick to respond which results in a higher response rate for your survey.
3) Keep It Quick
If your intention is to conduct a full blown, 10-15 minute survey, you may be barking at the wrong tree. Mobile devices are designed to be used on-the-go. Therefore, you may very likely be catching your audience on the way out the door, between meetings or just before dinner. Thus, you want to make your survey short, no more than 5 minutes or no more than 10 questions. You will achieve a greater response rate, especially if you tell your audience up-front exactly how little time the survey will take.
4) Keep It Simple
Because of both time and screen size constraints, it’s important to keep questions clear and concise. Try to limit open-ended questions and huge text-boxes. Make every effort to limit the number of options in multiple choice questions when possible. Having the respondent scroll through a long list of answer options will create fatigue and affect data quality. Be sure to keep the question wording brief.
5) Make It Inviting
Mobile surveys are best suited for fun, light and engaging subject matter. Social media and blog comment sections are evidence that people love to express their opinions, but you want to make sure your topic isn’t too heavy or too heavy-sounding. Entice your respondent with a friendly tone, and you’ll have a much more engaging survey and achieve a better response rate.
6) Make the Most of the Technology
Understand your mobile panel composition and be sure that your survey is compatible. qSample’s mobile-optimized surveys have the ability to reach all 4 major operating systems: iPhone, Android, Blackberry and Windows Mobile. Lastly, if it suits your needs, take advantage of mobile application’s unique functions. qSample’s mobile platform allows clients to take advantage of features like geo-fencing, diaries, photo upload, passive data collection and much more.
With the user-friendly mobile-optimized surveys available today, it’s easier than ever to create an effective mobile survey. Just keep in mind your audience and the mobile medium when designing your study, and you’ll be on your way to a successful survey. To learn more about qSample’s mobile panel and other specialty panels, visit qsample.com.