"Mobile research – or more specifically, self-completion surveys on participants’ smartphones – remains something of a conundrum for many professional market researchers. The opportunities it offers are tantalizing, with respondent-centric benefits such as convenience, immediacy, intimacy (as it is a more personal device) and even fun bal anced by some great benefits for the researcher, including better engagement, quicker response, sharper and fuller insights, greater candor and less distortion from delayed recall – which have all been reported by practitioners. The problem is that these gains have to be paid for through a ruthless commitment to brevity. This is the brave new world of the five-to-10-question survey and it is one that calls for a fundamental rethink not just of survey design but of the technology required to support these surveys."
Thus begins Tim Macer's review of SurveySwipe in Quirk's Marketing Research Review. To download the article, fill out the form at right.