Insights

Back

How mobile research is improving survey quality

We all know about the rapid rise and growing prominence of mobile (I mean, you’re reading the MMASA’s weekly update aren’t you?). Most of you know that mobile research is growing just as quickly, and is fast becoming the go-to methodology for conducting research in Africa.


Adaptive survey design How mobile research is improving survey quality


By Pondering Panda

We all know about the rapid rise and growing prominence of mobile (I mean, you’re reading the MMASA’s weekly update aren’t you?). Most of you know that mobile research is growing just as quickly, and is fast becoming the go-to methodology for conducting research in Africa. What you may not necessarily know is that creating surveys for a tiny screen – and in doing so, putting all sorts of restrictions on them – is improving their design, and in turn improving the quality and validity of research insights.

Here’s just one of the ways in which it’s happening.

To accommodate the physical limitations of a cellphone screen, especially a feature phone, we’ve had to economise everywhere. We’ve had to learn to write shorter surveys, using fewer questions and fewer characters. To do this, we’ve needed to learn to hone and adapt the language we use to really boil the issues at hand down to their very essence. This has resulted in surveys that are faster and easier to complete, and more intuitive. Writing in the simplest way possible provides a better experience for respondents, which ultimately improves the quality of the data and results in better insights for clients.

The speed and flexibility of mobile as a platform, and now mobile research design, is allowing us to iterate on survey design, creating adaptive surveys. We can test ideas before a client’s survey goes live, and shorter surveys mean we can adapt each new wave to look deeper and more effectively at the issues at hand, and test a wider variety perceptions. Mobile lends itself to brevity. It lends itself to surveys anytime, anywhere. It lends itself to nimbleness – and that’s what we’re taking advantage of. The result: better surveys and more reliable, relevant data.

And at Pondering Panda, we know that’s just the tip of the iceberg. 

prev
Page 40 of 68
next

Join our Community For Free!

Click here to join our local MMASA community