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Smartphone surveys – the rule of thumb

Smartphone surveys – the rule of thumb

It’s two years since I presented a paper at ASC’s international conference in Bristol about mobile survey technology. According to Twitter, it came in for a few namechecks at last night’s MRS Live event on smartphone surveys, in which Google’s Mario Callegaro was presenting. My 2011 paper seems to have earned the name “the paper on mobile apps”, which is due, as Mario no doubt said last night too, because very little actual research has been done on survey techniques and methodology. But the paper covers much more than that.

The paper was based on a two-step survey looking at mobile self-completion methods and tools. First, I spoke with mobile survey practitioners and did a lit search to see what kinds of issues people had mentioned with respect to mobile research, and from this came up with a list of make-or-break capabilities needed to deal with these issues. I  then I contacted all the main software vendors to see if they offered that kind of support. Because there are, in essence, two ways you can do research on a smartphone – using a dedicated app, or pushing the survey to the phone’s built in browser – I covered both.

“Smartphone surveys” or mobile research still seems to polarize the research community into advocates on the one hand, and skeptics and agnostics on the other. But our annual technology survey among research companies shows that respondents are voting with their thumbs, judging by those now attempting to take online surveys on mobile devices. Across participants reporting this data, it averaged 6.7% in 2011. This had jumped to 13.1% in 2012. We’re just about to repeat the question in the 2013 survey. Anyone want to hazard a guess?

Like it or not, mobile is here to stay – it time to start looking after our new little brother because he’s growing up fast.