The Era of Mobile-Optimized Surveys is Here | Mobile Marketing Podcast

Ben Evans said it best, “Mobile is eating the world”.

In this latest podcast from Mobile Marketing Watch, the hosts discuss why taking a mobile-first approach to market research, including working with cutting edge survey platforms built for mobile-optimized surveys, is the way of the future, and why marketers need to tune in to where there customers are. In short, if you are still delivering brand questionnaires the old-fashioned way, it’s time to wake up!

While it may seem like every market research platform is optimized fully for mobile these days, you’d be surprised. And even the ones who are do not take into account the mobile customer. Take Google Surveys for example. Google Surveys use a paywall model to secure panel participation, forcing users to take a survey to get where they are going. Anyone who has worked as a marketer with a mobile-first mentality knows that mobile consumers are moving quickly. Any impediment to progress creates friction. This approach leads to “unintended survey takers,” whose goal is simply to get through the survey as quickly as possible. The result: poor data quality.

As the podcast details, Pollfish uses different incentives, accessing customers who agree to take surveys on their favorite apps. We also use AI and cutting-edge machine learning to remove low-quality survey respondents. This approach delivers unmatched data quality, along with a friction-free mobile experience that not only delivers better results, but makes your brand look great in the process.

Some key points covered:

  • Marketers need to have an understanding of their customers- and move beyond “what” is going on to understand “why”.
  • Data and insights from surveys can help businesses align their marketing efforts with customers who demand what they want, when they want, wherever they want.
  • Surveys on the Pollfish network can get marketers access to fast, low-cost, high-quality data from over 60 countries.
  • Mobile-optimized surveys consider the screen size, user interface, data bandwidth, attention span,  type of question, and length of survey.

Hosts also discuss:

  • What’s the right type of incentive for respondents?
  • What’s the issue with interviewer-led research, and why anonymity is the key to obtaining honest responses.
  • With the pace of technology and connected devices, what will the future of research be?

This 20-minute podcast appears on the Mobile Marketing Watch site.

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