The North American Market Research in the Mobile World conference was a fast-paced event with numerous sessions covering mobile research topics of all varieties; it was much like its predecessor event in Europe, only on a bigger scale. The sold out conference provided an opportunity for many presenters to showcase their latest research tool, methodology, use case, and the like.
Kinesis President Leslie Townsend spoke about “The Mobile Impact on Market Research Panels” and offered practical recommendations as to how to expand existing enterprise panels to support multimode interaction. To showcase effective implementation of multimode panels, Kinesis also sponsored MRMW’s multimode event Community, which demonstrates how community panel functionality can be delivered seamlessly and simultaneously to both desktop and mobile users. As we did for the European MRMW event, Kinesis conducted a survey via the Community to understand how market researchers currently perceive the value of various mobile tools/technologies to the industry. The results from the North American survey participants shown below were for the most part similar to those from the European participants, with only minor percentage variances (see previous results here) on most questions. But the results also clearly indicate that there is wide disparity among researchers’ views as to how mobile devices will impact the market research landscape on factors such as respondent recruitment, respondent engagement, and other issues.
While the debate rages on as to if, how, and when mobile will ultimately change the market research industry, this fact is indisputable: mobile device usage among research participants continues to increase (for a detailed breakdown of current mobile survey traffic statistics, check out Kinesis’ new whitepaper: Online Survey Statistics from the Mobile Future). Kinesis will be offering our position on the various mobile research implementation topics in future blog posts, so please stay tuned.