What Market Researchers Should Know about Mobile Surveys

Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry

“…Today, mobile phones and tablets are the most commonly used devices (Callegaro et al, 2015;Wells, 2015), though phablets and wearable technology are also growing in importance .…”

“…Likewise, new uses and applications for mobile devices to collect market research data have been developed in recent years. Evidence suggests such 'in-the-moment' research (at the precise moment of purchase in a store, eating in a restaurant or staying at a hotel) provides deeper, more precise and more accurate information on consumers than that obtained after the purchase or consumption act (Poynter et al, 2014;Wells et al, 2014;Wells, 2015), as information is still fresh in people's minds. In addition, market research using passive data collection systems on mobile devices enables large amounts of information to be collected while participants go about their daily activity, without requiring their active participation.…”

“…There is also a perception among industry experts that the answers are more genuine and accurate, given the highly personal nature of mobile devices (Alonso, 2013). A further benefit is that it enables additional information on the consumer's experience, to be collected passively using automated monitoring and geolocation systems (Poynter et al, 2014;Wells, 2015). It also allows new kinds of consumer data to be collected, such as health data from wearable devices (Drew and Berney, 2015).…”

“…A further advantage is that mobile research techniques facilitate new and richer approaches to consumer behavior in ethnographic studies, such as user diaries, and capturing visual data such as photos and videos (Poynter et al, 2014). As some authors have noted, participants become research partners, thereby producing greater engagement (Poynter et al, 2014;Wells, 2015). Furthermore, mobile technology helps reach target populations in places where traditional methods and other forms of online surveys would struggle to reach (Antoun and Couper, 2013).…”

“…Answers are obtained quicker than with other techniques Graham and Conry, 2011;Cunningham et al, 2013;Antoun, 2015;White and Stevens, 2015 PB2 Participants can answer anywhere and at any time Macer and Wilson, 2009;Poynter et al, 2014 PB3 It reduces memory bias, as participants can answer while involved in the purchase or consumption experience (e.g., with in-the-moment questionnaires) Macer and Wilson, 2009;Macer, 2012;Wells, 2015 PB4…”