How to do better market research? Conduct mobile surveys. Reach your target audience on their turf. The ubiquity of cell phones has provided market researchers with unparalleled access to consumers, providing unmatched scale, reach, and affordability - without sacrificing quality of results. We provide the modern market researcher with a best practices approach to setting goals for research, audience targeting, survey design, and distribution, using a mobile-first mindset to capture valuable consumer opinion data. This provides an overview on mobile research for marketers, brand managers, product managers, market researchers, journalists, content writers, and startup founders/business owners/entrepreneurs.

1. THE ULTIMATE GUIDE TO
MOBILE CONSUMER
RESEARCH
Survey Your Target Audience on Mobile

2. 1
Why Market Research
Monitor brand performance.
Determine market opportunity.
Test ad ideas, product concepts.
Create new ideas.
3
Reaching the Right Audience
Select preferred demographics.
Set quotas to get a balanced view.
Find the right respondents with
proper screening questions.
2
The Power of Mobile
Reach a broader audience.
Get results – fast.
Efficient and affordable.
High quality responses.
4
Designing Your Survey
Using different question types.
Structuring the survey flow.
Use survey logic to dig deeper.

3. Why Market
Research?

4. Monitor Your Performance
Brand Awareness and Affiliation
Product Usage
Customer Satisfaction
Consumer Sentiment
Competitive Assessment

5. The aim of
marketing is to
know and
understand the
customer so well,
the product or
service fits them
and sells itself.
“
-PETER F. DRUCKER

6. DEFINE MARKET
OPPORTUNTY
Determine Product/Market Fit
Identify Total Market Size
Understand Unmet Market Needs
Determine Current Purchasing Habits
Identify Interest Level in a New Solution
Gain ActionableInsights
Make Smarter Decisions
Discover Traits of Potential Buyers

7. TEST CONCEPTS
Get Feedback
Product Concepts
Features
Ad Concepts
Logos
Design
Messaging
A/B Test
Competitive Comparison

8. Get New Ideas
-Uncover opportunities to differentiate-

9. Traditional Market Research
Time Consuming
Expensive
Limited Audience
Slow Turn Around

10. The
Power of
Mobile

11. http://www.smartinsights.com/internet-marketing-statistics/insights-from-
kpcb-us-and-global-internet-trends-2015-report/
2.0BSmartphone Users Globally
150xConsumers check their mobile devices 150x/day
51%Of time spent on Internet accessed on Mobile

12. FASTER RESULTS
MOBILE VS DESKTOP
Mobile provides greater reach
Mobile users are more easily accessible
Mobile-optimized increases response rate
In-app surveys decrease completion time
Both are much faster than traditional survey methods
of phone, in-person, or paper-based surveys.

13. Mobile Surveys combine principles of traditional research with scale,
reach, and affordability of the smartphone-enabled economy.

14. MOBILE USERS
Respond at their convenience
More engaged
Surveys are shorter
Easy to use interface
Enter responses directly
Reduce interviewer misinterpretation
More honest answers
Quality Responses

15. Reaching the
Right
Audience

16. SELECT TARGET
AUDIENCE
Set Quotas To Determine Who
You Want OpinionsFrom
How Many Respondents
How Often Do You Want Responses
Male / Female Distribution
Age Ranges
Location

17. SCREENING
QUESTIONThe most important factor in finding a relevant
audience

18. Find A Group
“Did you see the
political debates?
YOU CAN BE VERY SPECIFIC
Find An Audience
“Are you a mother with
children aged 5-12?”
Find An Opinion
“Do you support gun
control?”
Find A Behavior
“Are you a smoker?”

19. Designing
Your Survey

20. Keep survey language simple and to the point
Consider smaller screen sizes in
question & answer design
Images should be 1-2MB max
Mobile users prefer tapping on one screen
vs typing and long-form scrolling
Be considerate of a mobile user’s time
MOBILE PHONE SURVEY GUIDELINES

21. Answers should not cross-over
1-5 1-5
6-10 NOT 5-10
11-15 NOT 10-15
16-20 NOT 15-20
Add variety of question types to avoid users
falling into a response pattern
Keep number of questions to 15-20 to avoid
“survey fatigue”
MORE CONSIDERATIONS

22. Question Types
Single Answer
Multiple Answer
Rating
Open-Ended
Matrix

23. SINGLE ANSWER
Close-ended question; easy to analyze results
Respondent chooses only one answer from 2 or
more choices
“Yes/No” is polarizing, but provides limited insights
Don’t offer too many answer choices
5 option scale recommended
Strongly
Disagree
Agree Strongly
Agree
NeutralDisagree

24. One user can select multiple
answers
Since an answer can be chosen
multiple times, rank answers
according to frequency, not
“percentages”
Be sure to randomize answers to
avoid bias
MULTIPLE ANSWER QUESTIONS

25. RATING
SLIDER
Scales can vary
Get better responses with 1 - 5
Get more distribution with 1 - 100
80
3
2
50

26. Effective at capturing unknown issues,
assessing feelings or uncovering attitudes
Difficult to quantify/analyze
Potential for off-topic answers – users can
type anything. And they will!
Mobile respondents typically provide less
open-ended feedback
Limit usage in a mobile survey
OPEN-ENDED QUESTIONS

27. MATRIX QUESTIONS
Great for comparing multiple items in one question
Can apply Likert, Ranking, Bipolar or other types
Scrolling can be an issue for mobile
Limit number of topics and response options
Strongly
Disagree
Agree Strongly
Agree
NeutralDisagree
Staff was
friendly
Strongly
Disagree
Agree Strongly
Agree
NeutralDisagree
Room was
clean
Strongly
Disagree
Agree Strongly
Agree
NeutralDisagree
Check in
was easy

28. Structuring the Survey
Consider flow, question type, sequencing and writing style

29. GUIDELINES
Engage Users
Keep questions and answers short
Randomize answers to reduce bias
Start with general questions
Single Answer get better response rates
Multiple Answer can elicit preference info
Open-Ended provides more insight
Consider Survey Logic for more depth

30. SURVEY
LOGICRoute respondents through a different survey
experience based on their answers

31. QUESTION SKIP LOGIC
Send respondents to a new question based upon
their response
1) Do you use social media on your mobile phone?
Yes
No
IF YES IS SELECTED THEN GO TO QUESTION 2
IF NO IS SELECTED THEN GO TO QUESTION 3
2) How often do you login?
Several times a day
Once a day
1-2x a week
2-3x a month
3) What brand of mobile phonedo you have?
iOS
Android
Windows
Other

32. PATH TO SUCCESS
Start with goals, determine your audience, launch the survey, leverage insights

33. Plan
Set goals for your
survey, what you want
to find out, from whom,
and how often
Design
Design your survey
questions and answers
before you use an online
tool
Execute
Establish audience
selection criteria &
reach them on mobile to
get the best responses
TIPS

34. OUR PROCESS IS SIMPLE
Select Your Audience
Design Your Survey
Preview & Launch

35. 190,790,984
Mobile Consumers on the Pollfish Mobile Survey Network
as of Feb 23, 2016 - and growing…

36. Thank You!
Any questions?
Reach me via @RayBeharry or ray@pollfish.com
www.pollfish.com

37. Credits
Special thanks to all the people who made and
released these awesome resources for free:
Presentation template by SlidesCarnival
Photographs by Unsplash