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THE ULTIMATE GUIDE TO
MOBILE CONSUMER
RESEARCH
Survey Your Target Audience on Mobile
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.
Why Market
Research?
Monitor Your Performance
Brand Awareness and Affiliation
Product Usage
Customer Satisfaction
Consumer Sentiment
Competitive Assessment
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
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
TEST CONCEPTS
Get Feedback
Product Concepts
Features
Ad Concepts
Logos
Design
Messaging
A/B Test
Competitive Comparison
Get New Ideas
-Uncover opportunities to differentiate-
Traditional Market Research
Time Consuming
Expensive
Limited Audience
Slow Turn Around
The
Power of
Mobile
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
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.
Mobile Surveys combine principles of traditional research with scale,
reach, and affordability of the smartphone-enabled economy.
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
Reaching the
Right
Audience
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
SCREENING
QUESTIONThe most important factor in finding a relevant
audience
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?”
Designing
Your Survey
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
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
Question Types
Single Answer
Multiple Answer
Rating
Open-Ended
Matrix
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
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
RATING
SLIDER
Scales can vary
Get better responses with 1 - 5
Get more distribution with 1 - 100
80
3
2
50
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
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
Structuring the Survey
Consider flow, question type, sequencing and writing style
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
SURVEY
LOGICRoute respondents through a different survey
experience based on their answers
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
PATH TO SUCCESS
Start with goals, determine your audience, launch the survey, leverage insights
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
OUR PROCESS IS SIMPLE
Select Your Audience
Design Your Survey
Preview & Launch
190,790,984
Mobile Consumers on the Pollfish Mobile Survey Network
as of Feb 23, 2016 - and growing…
Thank You!
Any questions?
Reach me via @RayBeharry or ray@pollfish.com
www.pollfish.com
Credits
Special	thanks	to	all	the	people	who	made	and	
released	these	awesome	resources	for	free:
Presentation	template	by	SlidesCarnival
Photographs	by	Unsplash

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