Survey Strategies for the Mobile Crowd

NYU School of Continuing and Professional StudiesRebecca MB. Pearson

UPCEA Marketing Seminar • Nov. 8, 2011

Please take our survey

Why Mobile?

MOBILE SURVEY DEVELOPMENT 101

How do you adapt existing surveys, or create new surveys specifically for mobile devices to ensure quality, appearance and usability

Consider the Mobile Survey Taker’s Experience:It’s all about seeing and touching

A single thumb touch

A TALE OF TWO MOBILE SURVEYSExperience

http://mobilesurveysample.wordpress.com

SURVEY 1: SCAN THE QR CODE BELOW

OR GO TO

http://mobilesurveysample.wordpress.com

SURVEY 2: SCAN THE QR CODE BELOW

OR GO TO

LET’S DISCUSS YOUR EXPERIENCESSurvey 1 vs. Survey 2

Not all question renderings are created equal

Key Takeaways

• Short and sweet• Keep it simple stupid– Keep question text to a minimum– Avoid complicated grid scales– Avoid long drop down lists– Limit open text questions

• Consider mobile browser options– Mobile rendering vs. Internet browsers– Consider display sizes

• Ask for device preferences

At the end of every online or paper survey you are currently working on, ask this question: Before you go, are you taking this survey on a …

83%

5%

1%

9%2%

Desktop or laptop (PC or MAC)

Apple iPad

PC Tablet

eReader (Nook, Kindle)

Apple iPhone

Android

Windows SmartPhoneLess than 1%