Device Agnostic: What Marketer’s Need to Know

Device agnostic is the new research reality. Today, over half of the global population use smartphones – a number predicted to rise to 70% in 2021. There is no doubt that allowing respondents to take surveys on smartphones represents a critical tipping point for our industry. We must adapt quickly to stay connected to consumers, but with that comes risk as we need to rethink questionnaire design to meet respondents’ expectations on mobile.

Device agnostic surveys enable continuous access to participants, which in turn allows for more natural, in-the-moment responses. It helps us connect with hard-to-reach participants and allows for better respondent engagement. Perhaps, more importantly, we are seeing new research applications – such as video analytics, swipe-able concepts, and emotions measurements – that we were not able to get to in the past. Device agnostic can help connect you to the right people, at the right time, with shorter, more engaging surveys that will ultimately lead to better business outcomes.

In these two new Ipsos Interactive Services white papers, we explore how device agnostic is transforming the way we do research. 

  1. Why You Need to Transform Now
    Migrating to device agnostic is not just about using a new technical platform; it requires a new way of thinking about research. This revised version of our 2016 Ipsos Views paper looks at how we can adapt traditional surveys, and why developing shorter, sharper, more refined questionnaires will ultimately improve the quality of consumer insights.
  2. A Researcher’s Guide
    Drawing on recent Research on Research (RoR), this paper explores the trade-offs associated with length of surveys on mobile. What is “too long”? Are there lengths that are simply not sustainable/appropriate? Based on the RoR findings, it suggests 20 minutes should be the maximum limit, and represents a good compromise across all measures, without sacrificing quality.