Over half of the global population is now using a smartphone and that is predicted to rise to over 70% by 2021. At the same time, fixed broadband Internet subscriptions are flatlining. As a result, we will see online research being replaced by mobile research as the face of digital changes:
- From 2015 to 2021 smartphone subscriptions will increase by 3 billion – and mobile Internet will reach 8 billion users.
- During the same period, the Middle East and Africa will see 4x growth in mobile broadband subscriptions.
- In emerging territories, including Asia, PC/mobile convergence has already been achieved - meaning that consumers have now switched to a mobile first method of connecting to the Internet.
As a result, researchers need to be mobile first too. This means we have to be device agnostic – but what exactly does this mean?
Simply stated, device agnostic surveys are designed to allow participants to complete them on their device of choice: from the smallest smartphone through tablets, PCs, smart TVs and gaming consoles. Migrating to device agnostic is not just about using a new technical platform, it actually requires a new way of thinking about research. Device agnostic is forcing us to develop shorter, sharper, more refined questionnaires which will ultimately improve the quality of consumer insights.
How do you transform traditional surveys into device agnostic surveys?
Device agnostic means adapting the survey display to every type of screen – starting with the smallest screens inherent to mobile phones. However, it’s not only about the survey viewing experience; it’s about creating survey experiences that are similar to how participants live their lives on their devices.
Can you trust device agnostic results?
- Data quality is not a concern for smartphone interviews up to 15 minutes
- Mobile respondents behave the same way as the general population
- Mobile respondents tend to be more engaged
- There is no significant impact when the survey design is changed from ‘traditional’ to ‘mobile friendly’ for most single answer/ punch question types and for open ends
Device agnostic is improving the way we do research
- Device agnostic product testing that reflects how consumers use products in real life
- Mobile concept testing that uses swipeable concepts as the stimulus
- Device agnostic Usage & Attitude studies that are shorter and faster
- Device agnostic shopper research that can be conducted in the store and at the moment of truth
Device agnostic is today, not tomorrow
We live in a connected world, and it is time your surveys are connected as well.
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.
As we continue to evolve what is possible, look at your current research approaches and ask yourself if you are connecting to your consumers as they are living life in the real world. If not, device agnostic will connect you to the right people at the right time with shorter, more engaging surveys that will ultimately lead to better business outcomes.
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