Kantar's Profiles Blog

10 Diagnostic Techniques to Help Optimize Mobile Surveys

Posted by Steve Wigmore on Dec 14, 2017

Change. It’s a concept that some professionals fear, while others embrace head on. It’s also inevitable, and in the marketing research space we must adapt to how consumer behavior and technology are forcing us to change the way we collect data from the modern respondent. First and foremost, they’re wanting to participate in research on mobile devices, but adapting survey research isn’t always easy or straightforward. We can’t ask a long list of questions we want answers to; we need to write questions that people want to answer. Gone are the data-entry centric, prescriptive question formats, and in are conversational question formats.

Implementing Mobile First best practices and properly identifying and diagnosing problem areas minimize the risk of respondents misreporting. They will also help deliver strong insights. Whether you’re new to writing surveys for the modern respondent or you’re looking to strengthen existing survey designs, here are 10 diagnostic techniques to help optimize your mobile surveys.


Topics: Mobile, Survey Design, modern surveys

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