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Saturday, 28 November 2015

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Smartphone-ready respondents find research industry unprepared


There are a few other key findings worth noting in our research: -- Those who prefer using these newer devices to take our surveys tend to be different types of consumers (early adopters of technology, for example); therefore, if we do not include them properly, then our results will not be representative. -- Taking surveys on smartphones clearly increases the length of time the survey takes to complete. Yet as an industry, we provide the same incentive no matter what device is being used. So for those using smartphones, they are being underpaid from an incentive standpoint. -- The good news is that survey designs can successfully accommodate these newer devices by simply considering what the experience will be like for the respondent by device, automatically detecting the device being used to access the survey, and providing the correct version with adjusted question types and formatting to make the experience optimal for each device.

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