Mobile Survey Data – Validation, Quality and Strengths Over Other Modes
A presentation by uSamp’s Lisa Wilding-Brown and Robert Clancy during the Market Research in the Mobile World North America event in Minneapolis, USA closely looked into mobile survey data–how it is validated, how its quality is ensured, and when its strengths are best leveraged when there are other modes available.
From intrusive phone interviewing to lurking in shopping malls sending a barrage of questions to disinterested consumers, the process of gathering market data has changed considerably with the age of online surveying. But the same challenges are still encountered throughout. For one, a “fragmented” consumer will always make connecting difficult for market researchers.
However, when securing data from mobile platforms, market researchers can connect with consumers in a whole new level–considering that smartphone usage behaviors alone already give so much insight.
The uSamp presentation pointed to user experience as the factor that drives the quality of mobile data, backing this with statistics culled from the company’s May 2013 uSamp Mobile vs. Online Side-by-Side Case Study Grocery Shopping, where mobile respondents were found to have shown more interest to participate compared to their online counterparts. It was also showed that mobile data, which normally captured in-the-moment experiences, could bring in consumer data with better quality, including higher confidence in recalling particular brands and less social desirability errors.
To validate data, an appropriate survey app can harness rich media–such as audio, pictures, and videos–generated by consumers and analyze such rich media alongside their respective geographic coordinates.
To ensure mobile data quality, market researchers should consider doing the following. The respondent recruitment phase should include algorithmic analysis, registration scoring, respondent on-boarding, and source testing. And to manage respondents, a market researcher can then incorporate geo-fencing, geo-specific tracking, red herrings, rich-media capture, and user modeling.
Among the many promising advancements that can enhance market research include audio transcription, automated photo coding, behavioral monitoring, dial testing, and image recognition–a dark, sinister arm of privacy breach that is growing in importance with the emergence of wearable computing devices to complement smartphones.
To view this presentation on video, you can visit the MRMW website by clicking here.