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Making the most of Mobile in Market Research

in Market Research

Language Connect had the pleasure this autumn of attending Market Research in the Mobile World and ESOMAR Congress in Dublin, two key conferences for the Market Research sector. As has been the trend in the last few years, mobile continues to be one of the hottest debated topics in the sector. Silvia Durrsperger, Strategic Accounts Director, reflects on some of the discussion points.

Over the next couple of years more and more people will be part of the SMART mobile world, especially within lower and middle-class environments in emerging markets (i.e. BRIC). To speak to these customers, global brands will need to engage via mobile devices and this poses a tremendous opportunity and challenge for the research sector.

According to Chris Sinclair, Ipsos, in his presentation “Give the people what they want” there are already over 1,000 different devices to access iPlayer sites.  In 2008, there were already 7 billion connected devices, this will increase to 50 billion in 2020, so researchers need to adapt. Any given sample is likely to include people who are very comfortable and used to accessing and sharing information digitally via screen-based technology, including mobile.

However, mobile research is not equal to online research.  We have learnt over time that mobile surveys need to be shorter, ideally under 15 minutes.  Simplicity is essential for mobile research, with no complex questioning, no complicated grids. Furthermore, as discussed by Alistair Hill, On Device and Robert Dossin, Skim in the presentation “Advanced research with low tech devices” survey software needs to be “light” and well designed to maximise user experience and engagement.  Miguel Ramos, Confirmit, and Crispin Beale, Chime Communications, also clearly pointed out the challenges of downloading apps, the availability of Bluetooth and GPS enabled devices and having internet signal to submit results as critical during the presentation “The opportunities and challenges of in-the-moment feedback using location and beacon triggering”.

For companies operating in the global space, translation becomes a critical business issue as the phrasing, word use and sentiment has to be exact.  Localisation is crucial to resonating with consumers and capture true sentiments in all markets.  In brief:

  • Researchers need to create shorter surveys and these need to be mobile friendly
  • Listening and sentiment surveys will be more frequent and often instant and location based
  • Studies need to be more “enticing” to keep the participants engaged and avoid high drop-out rates
  • Neuroscience and social media will become more and more important and will help researchers to potentially save a lot of time
  • Researchers have to make the best use of Big Data from multiple devices

Click here to watch our Market Research Thought Leaders discuss mobile market research.

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