Mobile Surveys: More Trouble Than They’re Worth?

- June 29, 2010 by Tim Craig

With mobile surveys on the rise, this methodology deserves a closer look to determine whether it's truly effective as a legitimate market research tool.

I recently attended an online webinar at 2020research.com discussing the capabilities of conducting research via mobile devices (i.e. cell phones). Coincidentally, the latest issue (June 2010) of Quirk’s Marketing Research Review focuses on the same subject. While certain applications for using these devices do seem time and cost effective, there are others that appear just the opposite. Let’s take a brief look at some of the pros and cons.

Pros:

• Wide audience range: With most cell phones having text and email capability, and billions of people carrying cell phones these days, there is an endless amount of possibility for increasing your sample size and reaching multiple demographics all at once.
• In-the-moment data: Depending on your research task, you can get up-to-the-minute data from participants while they are out trying a product and/or experiencing a brand. For example, if you want to know how patrons will react to a new store design, you could ask research participants to actually go to the store and send back instant information about their experience. Usually the first reaction is the more honest reaction, so immediate communication allows for greater validity of response.
• Multiple data formats: Since most phones have text, photo and video capability, there are multiple mediums for receiving data.
• Social media: With the affordability of social media sites (they’re free!), data can be transferred back and forth for very little, if any cost.

Cons:

• Skewed sample: Your sample size may be increased due to burgeoning amounts of mobile users, but only those who are quite adept with their device will be able to complete the survey. This could potentially eliminate entire demographics of participants.
• Diversity of mobile devices: While you might consider this a benefit, it can actually backfire if a survey can only accommodate certain software formats. With many carriers only allowing certain types of software applications on their devices (e.g. Apple’s iPhone vs. Google’s Droid), you may have to create surveys in multiple formats. On top of that, how many researchers know how to create applications for mobile devices?
• Security and cost: Most mobile users have some form of distaste when it comes to receiving unwanted information from an unknown source. Immediate reactions to unwanted emails and text messages are typically thought of as an invasion of privacy. Additionally, many cell plans charge additional fees for media transfers, especially if a user exceeds their data plan limit. Sought-after participants are going to be upset about receiving unwanted information that costs them money up front, and will no doubt be hesitant to answer surveys without knowing the exact cost to them on the back end.
• Incentives and reimbursements to participants: Yes, it is possible to offer incentives or to pay back participants for their involvement in a study, but this involves making deals with carriers to credit people’s accounts, offer them extra minutes, process checks and cover mailing fees, etc.
• Length of the survey/research tool: If your goal is to obtain a good sampling of opinion on various subjects, you may find it difficult to find acceptance of long surveys/questionnaires. And if your research tool is short, you may need to send out multiples to acquire more information—again, probably not something someone is going to want to do based on the cons above.
• Consent for minors: This is a big one! If you are surveying an underage demographic, you are required to obtain parental consent prior to speaking with minors. But it seems backward to seek permission from a parent to send his/her child a survey, when you could simply ask to speak with the minor after obtaining consent, and thus eliminate all the other hassles. The permission process undermines the cost and time effectiveness of a mobile study.

Clearly there are numerous concerns when entering into a research design that uses mobile technology. And while the benefits are worth considering, for now it seems more trouble than it’s worth.

Still, the concept is innovative, has great potential for certain types of studies, and is becoming more popular. So I’m not saying we should throw the baby out with the bathwater. Let’s move forward with caution and agree that mistakes will be made along the way as this methodology continues to evolve.

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