Just a few weeks ago, we spoke about the 5 market research mistakes that you need to stop making. This week, we want to focus on correcting one of those mistakes and monetizing it.
One of the costliest mistakes companies are making today is not going mobile. Being stupid is expensive, and not going mobile is the stupidest mistake of this century. We cannot emphasise enough on optimising your content for mobile use. If you are conducting your online market research in Australia and not optimising your surveys for mobile platforms, you are missing out on 15.5 million mobile users (Source-Yump.com). Another important platform to consider while conducting your online market research is the tablet. Back in 2015, mobile phones and tablets constituted 63% of the time spent on devices. The numbers today have significantly increased. You can’t afford to miss these numbers!
Our natural way of communication has evolved to become mobile, and so are our habits of surfing on the internet. The time that we are spending on the desktop or the laptop is on the declining side. Companies need to a invest in new technologies and respond to the changing attitudes of their target customer.
Here are 3 tips for you if you are planning to go mobile:
1. Keep the survey short! – If you are planning to launch mobile surveys, it is important that you keep them short and simple. Although mobile is the most favourable platform these days but filling in a 30 questions survey on the mobile can be quite time consuming and your user is very likely to get distracted leaving the survey incomplete. Another important factor to consider while designing your surveys for mobile is that most of your users are filling it in while on the bus, while ordering their food or in their idle time. Keep the most important questions in the survey. For a more extensive market research, focus groups can prove to a better method.
2. Designing the Surveys – Designing a survey for mobile platforms is the most integral part of your market research. The survey questions are important but what about when they respond to your survey, what about the font that you use or what will happen when a respondent clicks on one of the answers, would they be able to click on the answers? Keep these basic things in mind while designing your surveys. It is significantly improve the completion rate of your surveys.
3. Do not use too many graphics. – Yes, it is important to have those beautiful graphics to keep your survey looking more interactive and appealing to your audience but your primary motive here to get the data that you need. Focus only on the data because your respondent has come there with the intention of filling in a survey not of looking at beautiful scenery. This will also decrease the survey load time and increase conversions. All said, experimenting with a dash of colour to keep it refreshing is not a bad idea, but avoid all heavy images.
However, it is integral to understand where your audience is and where are they reading your content or filling in your surveys. If your target audience prefers traditional methods, then go for the traditional ones, but if your target is the millennials, then you have to go mobile. Even better is to customise your market research strategy for both.
Ava Research is a market research recruitment agency providing a range of services and solutions to corporates and consulting companies around the world. We have the experience and required expertise to help you get maximum value from research. Request your quote now!