How Customers Want to Be Surveyed

How Customers Want to Be Surveyed

Let’s suppose that customers want to be surveyed. What is the best way to do it? Should we call them, send email, use text messaging, push surveys through mobile apps, or send old-fashioned paper surveys through the mail? This is a question we rarely ask in market research, because for most survey research we desperately…

The Error in Your Smartphone Surveys

The Error in Your Smartphone Surveys

Any good researcher should agonize over mode effects in surveys. Mode effects are differences in statistical estimates caused by the “mode” through which respondents take a survey. If there are mode effects, then how the survey is conducted (by telephone, online, through a smartphone app, in person, or by mail) will affect the results, requiring…

New Possibilities with Mobile Qualitative Research

New Possibilities with Mobile Qualitative Research

The best innovation in qualitative methods over the last decade is not online focus groups or bulletin boards or MROCs (Market Research Online Communities). It’s the smartphone. Your customers can snap pictures, take videos, and document all their thoughts and behaviors as they go about their everyday lives, generating some of the richest qualitative data…

When People Take Surveys on Smartphones

When People Take Surveys on Smartphones

It amazes me that so many marketing research surveys are not responsive and optimized for mobile devices. I understand why they are not optimized, as decent mobile surveys are hard to design, and no, all the junk platforms that tout mobile optimization are not good options. But if you’re hiring a research or consulting firm,…

Dump Your Landline Sample

Dump Your Landline Sample

Polling and phone technologies may finally have reached the point where mobile phones are no longer a threat to phone-based surveys, but a superior alternative. Only half (52%) of U.S. households now have a landline telephone. In contrast, more than nine out of ten adults have a mobile phone. And the latest findings from Pew…