Lumi focuses on respondent engagement with new mobile tool

Lumi QuickSay feeds respondents two ‘nuggets’ or questions per session, and recommends no more than two sessions a day. The aim is to move market research away from the concept of surveys and towards that of questions and mobile diaries. 

According to Lumi, the thinking behind QuickSay is that while traditional surveys take around 25 minutes to complete, the company’s research suggests that over a third of all app sessions are under one minute, and 70% are under five minutes.

“Our research focused on why no industry has talked more about mobile, but done less to promote its deployment,” said Shaima Abdelmageed, product manager at Lumi. “It’s no secret that respondents think that surveys are too long, but many feel they have done enough if they cut 45 minutes’ worth of questions down to 15.

“However, to be truly mobile first and to carry out research in a way that matches how we all actually use our phones, the concept of a survey as it has always been understood must disappear. It’s understandable that researchers want to stick to tried and tested formats, but Lumi QuickSay addresses the very shifts in behaviour the industry is there to analyse and understand.”