MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions. This report is on “Reaching Respondents with the Proper Modality: How are old methods losing ground to new technologies and what to consider for a good mobile study” by Scott Hayes, Principal Researcher, Quantitative Sciences at Procter and Gamble.
There are lots of ways to reach respondents and gather data. Efficiency of methods has shifted as technology evolves. Mobile technology is gaining efficiency and momentum. Smart devices are really just a way to the web, but they offer simplicity, constant access, and variety of response types.
In an example, demographics skewed slightly younger, but respondent engagement was very high, most likely due to the private and flexible timing to report info.
Keys to success:
- Keep questions short
- Make it easy to respond – simple lists or scales or icons; easy to upload
- Present questions professionally
- Test everything in every platform – phone emulators available to test on PC
- Educate the respondents and tell them the truth
- We are our own worst enemy – spying, bad experiences
- Technology will change – mobile as we know it will die soon and other modes of data collection will emerge
- Lots of ways to capture data – some are considered old, but they work; may want to find the next work horse