Luma Research conducts Australia’s ‘first’ smartphone survey

Luma used Research Now’s smartphone survey platform to carry out a five-minute study on the initial effects of an advert’s creative on 400 consumers. The firm carried out parallel studies in Australia and the UK, with half the respondents in each country taking part via smartphone and the other half using a computer.

Response rates were roughly consistent across both methods, Luma said, although it will be carrying out “further investigation” into mobiles as a source of data collection.

Sally Joubert (pictured), Luma’s CEO, said: “Research methods have evolved to take advantage of the many benefits of digital and online technology. To continue to keep pace with this, the research model must now evolve to include mobile as a data collection point.”