On-the-go insight in real time!
Mobile surveys are an extremely timely means of gathering feedback. They can be “location based” (ie a fast food chain has a sign in-store asking visitors to take a quick survey via their mobile device) or “event based” (ie respondents that plan to watch the superbowl agree to answer questions).
Toluna offers two options for on-the-go insight. Both types of surveys are subject to limitations, they should be brief (5 – 15 questions max), engaging, and leverage the power of ‘on the go’ insights. Many feel that mobile surveys are cutting-edge. They are, but should take advantage of the medium that they use.
Technology
- SMS surveys are delivered in the form of ‘text messages’ and therefore are subject to character limitations. If questions exceed a certain number of characters, they require the delivery of two text messages.
- WAP surveys are delivered to be viewed on the web, on a respondent’s mobile device.
- In addition to the technologies mentioned above, Toluna offers IVR surveys, which while not exactly mobile, they do offer respondents the ability to participate while ‘on the go.’ IVR surveys enable companies to provide respondents with a phone number (or url) that, when dialed, initiates an automated telephone interview (or online interview).
- Finally, Toluna programs surveys via Confirmit, and these surveys (except for Flash based questions) can be viewed on most mobile devices.
Respondents
Often clients have their own list of respondents that they wish to use. In this case, Toluna provides access to a partner technology and manages the programming process.
In cases where Toluna is asked to recruit mobile respondents, we send individuals from our panel an invitation, similar to the one seen below. By providing recruited respondents with a unique code, we can map their Toluna profile to the survey responses they provide in a mobile environment, which enables us to append profile data.
