Market research is getting back on the phone like in the good ol’ 80’s!

July 30, 2021

I guess it’s true what they say: History repeats itself - we’re back on the phone 📞 📱


20 years ago (WARNING - dinosaur passing by 🦖) the internet and CAWI (Computer Assisted Web Interviews) and email based panels took over a big part of the research from a well-established (and expensive) postal and call-centre setup CATI (Computer Assisted Telephone Interviews).


While there are still situations of relevance for e.g. postal surveys and the CATI method in a commercial setting, we are now discussing how to adapt the next generation of market research to the wireless and digital age.


The answer is mobile.


Mobile market research is the new black

Whether sampling from panel or live methodology people answer surveys on mobile today. Actually, figures show that around 60% of all respondents in panels answer their survey on their mobile phone! 


It makes sense; just consider how much you check your email yourself on your laptop vs. mobile and what type of emails you read on each device. Taking a survey on your daily commute to and from work is a lot more likely than doing it while on your desktop in the office.


Hence, it is safe to say that digital market research has gone mobile.


“Mobile” does not mean “simpler” 

Discussing digital market research I often hear that mobile surveys means the questionnaires have to be simpler or that responses are of a lower quality than when sampling through desktops. But that is simply not true; that merely has to do with survey design and the UX of your survey tool.


Plus, with a general mobile penetration of +90% it is not so much about whether a given survey is mobile-compatible as it is your job as a market researcher to make sure you have the right technology and/or a responsive survey tool that can present your survey on any device/phone with a clear and viewable interface.


Mobile sampling opens the door to dynamic sampling

Having the majority of sampling taking place on mobile devices, it also enables new approaches to recruiting respondents; rather than working with static panels, respondents can be recruited via apps and websites providing you with a dynamic respondent group. 


While a dynamic respondent group is not ideal for longitudinal research for obvious reasons, it is close to perfect for any other market research where you can benefit from having fresh, unbiased consumers (often referred to as real consumers), including brand tracking, concept testing, consumer segmentation and many, many more.


Summing up: the world of market research has gone mobile, what about you?