The future of research is mobile. For both quantitative and qualitative methods, researchers must connect with consumers through the medium where they are most engaged. For the average citizen, this has become the smartphone, where between 3-4 hours of our waking time is spent consciously or subconsciously linked to.
Specific to online surveys, 65% of all surveys are completed on mobile devices. However, over 90% of all survey invitations are sent via email and completed via in-app browsers. Considering that only 18% of all emails are opened, researchers are placing a very low ceiling on what they can achieve.
Adding to the researcher’s misery is an imbalance in user experience between the respondent journey and the modern customer experience in an online or mobile environment. Since the iPhone was launched in 2007, the last fourteen years have been spent optimising the user experience to ensure a seamless, and sometimes, addictive journey for the consumer. While this is happening, researchers have been stuck in the 20th century, which has caused survey engagement to drop 76% since 1997.
It’s simple, market research must adapt, and technology will allow them to do this.