Device Agnostic Surveys a Necessary Evolution

Current characteristics of device-agnostic surveys at Ipsos

• The questionnaire adapts itself to the respondent’s device thanks to our device responsive survey template (Engage)
• The survey is written with the smallest screen size in mind - “mobile first”
• The survey is 15 minutes or less.

Why is it critical to move to device agnostic now?

• The world is increasingly mobile: - 80% of adults will have a smartphone by 2020
• Smartphone penetration is strong everywhere and even higher in desirable targets – 18-35.

Consumers are increasingly accessing the internet through their mobile devices 

• 1 billion people using only their smartphone to access the internet
• Based on current trends, PC and mobile internet users will converge next year.

Whenever and wherever people are? Smartphone are always in people’s pockets or handbags and used all the time everywhere and in particular in places where other devices don’t go, like in stores.

Excluding mobile respondents from our research prevents us from listening properly.

This study explores:

• How to adapt your research to this consumer reality? 
• Ipsos Research on Research findings.
• Specific points for trackers and methodologies with benchmarks.

Future developments

Ipsos is continuously exploring new ideas and new ways to make mobile first surveys more engaging to consumers – because consumer engagement is the foundation of good research.

• We are planning on continuing to test longer lengths of interviews.
• We are also experimenting with modular approaches – combining two short surveys.

As technology and behaviors change, reviewing and refreshing our learnings on smartphone respondents on a regular basis will be important as well.

To conclude, device-agnostic benefits:

• Respondent engagement 
• Speed
• Sample representative 
• Good data quality
• Greater coverage 
• Easier to find hard to reach targets 
• Feasibility / Sustainability 
• Cost effectiveness.