NEWS17 October 2011

Luma Research conducts Australia’s ‘first’ smartphone survey

Asia Pacific

AUSTRALIA— Research Now and Luma Research have teamed up to carry out what they claim is the first survey in Australia to use smartphones to conduct fieldwork.

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.”


1 Comment

13 years ago

Making a claim like that is a grey area... we can lay claim to running a study that came out of field 15/10/11 looking at music events in Australia. One result I can share is taht that 52% of our members (smart phone users) had attended a mustic event in the past six months.

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