Mobile-based Market Research

Past & Present

Mobile research is often seen as the fifth great method—following paper, in-person, telephone and PC-based approaches. At its core, mobile research is self-led: participants complete surveys, interviews, or diaries via mobile apps, mobile web, SMS/MMS, or even voice memos.

The roots go back to the 1990s and the rise of SMS messaging. (Our first mobile research trial dates to 1999, with UK network One2One.) Early attempts with SMS and WAP struggled to take off—hampered by clunky technology, poor audience reach, and high respondent costs.

The real breakthrough came with smartphones. Internet-enabled devices and app ecosystems finally gave the channel legitimacy as a research method in its own right.

Today, mobile research is hitting its stride. With mobile devices so prevalent, the method now offers speed, reach, and relevance—a sharp contrast to older, slower approaches.

The Drivers of Mobile MR

Mobile works best when the “5 R’s” align:

• Relevance & Fit – right for the audience, right for the brand
• Reach – the one device that’s everywhere, every time
• Response Speed & Real-Time – instant insight at scale
• Really Handy – convenience for both researchers and participants
• Rich Media – not just text, but image, video and audio capture

Think of it as:

• Always-on, instant feedback
• Location-based, real-time research
• “In the moment” emotion capture
• A multi-channel, multi-media method

Options & Opportunities

Mobile isn’t just one method—it’s a platform for many.

Quantitative Options

• Short surveys, polls, trackers, ad hoc projects
• SMS/text surveys, mobile web surveys, or app-based surveys
• Embedded app surveys (appearing like ads)

Qualitative Options

• Text-depths (open conversations)
• Vox-Mobs (video opinion capture)
• Mobile diaries & journals (moods, behaviours, experiences)
• Mobile ethnography (images, video, audio in real-life settings)

The Opportunity: Mobile offers unmatched relevance, reach, speed, convenience, and enriched insight.

Obstacles & Watch-Outs

Mobile isn’t always the perfect fit. Barriers include:

• Irrelevance – poor fit with topic, brand or audience
• Technical – device/browser fragmentation
• Psychological – brand or participant concerns
• Survey Design – overlong, complex surveys are even worse on mobile
• International Variations – usage, networks, and regulations differ by market

The lesson: plan, test, and adapt. And get expert support where needed.

Mobile Quant in Focus

When you need numbers with confidence, mobile offers:

1. SMS/Text Surveys
   • Opt-in questions sent to panel/database
   • Works well for customer satisfaction, quick event feedback, or downtime scenarios
   • Fast responses, though often with a “long tail”
2. Mobile Web Surveys
   • Invites on relevant web pages or apps
   • Ideal for UX, satisfaction, and in-the-moment audience insights
3. Dedicated Survey Apps/Panels
   • Richer, longer survey experience
   • Panellist-based, or brand-owned apps
   • Offline collection possible, with upload later
4. Embedded App Surveys
   • Short, ad-like surveys built directly into app experiences
   • Great for quick-fire engagement

Mobile Qual in Focus

When you need depth and diagnosis, mobile enables:

1. Text Depths – open-ended, asynchronous conversations
2. Vox Mobs – self-shot video opinions from targeted groups
3. Diaries & Journals – real-time capture of behaviour, moods, and events
4. Ethnography – ongoing, unobtrusive capture of images, video, and voice in real life

The Mobile MR Mantra

For success, remember:

• Check – method must fit audience/topic/brand
• Constrict – keep it short and simple
• Engage – clear, inviting comms and easy opt-ins
• Entice – rewards and incentives that matter
• Retain – good flow to keep participants engaged
• Plan – account for global/regional variations
• Get Help – work with expert partners for tech, panel, and compliance

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