Title - The Rise of Mobile Research_ Best Practices and Limitations
Consumption Behavior Market Research Mobile Research Product Usage Purchase Decision Store Experience

The Rise of Mobile Research – Best Practices and Limitations

Mobile market research typically involves communications or a set of questionnaires that reach the participant via smartphone, tablet, or PDA.  It is a procedure that connects businesses with existing and prospective customers through smartphones to get some valuable insights.

According to Allied Market Research, by the year 2030, the mobile marketing industry is estimated to achieve a value of $57,850 million.

Mobile market research is necessary for collecting data from shoppers on product usage, purchase decision, consumption behavior, store experience, and more. Leveraging smartphone technology, consumers can be encouraged to participate in market surveys through various mediums.

Using mobile research, businesses can showcase their project to a large audience. The reviews and ratings from the buyers are validated using data reviews and algorithms. Businesses can find approved data in real-time, further speeding up the process.

In the present time, consumer behavior is changing rapidly. Therefore businesses of all shapes and sizes must adapt to this change. With mobile research, brands can connect with thousands of consumers, which is beneficial for mobile market research.

Introducing new communication channels and changing customer preferences further boost the need for mobile research. Buyers are available 24/7 and are connected with the social network. Therefore this gives businesses better ways to connect and learn about their client.

Market research helps understand consumer requirements and build products accordingly. Organizations are constantly developing new ways to connect organically with the end consumer. Previously market research was only a pen-and-paper approach. With technological advancement, new techniques evolve to connect with the customer.

Today everyone receives tons of information regularly. Therefore it is important to ignore communication channels if they cannot provide relevant information. Everyone today is looking for relevant information that helps them interact and engage with a product or service.

Growth of mobile research

The need for market research is very complicated in the business world context. Traditional methodologies are no longer viable to keep up with modern needs. Several changes in the market make conventional techniques ineffective.

Data accuracy plays an important role in this highly competitive market.

Several people are looking for specific information before making a purchase. As a consequence, granular and flexible targeting is necessary. However, it is very difficult to gain access to certain democratic and conduct studies on a limited audience.

The collection of data with a professional auditor usually results in biases. Bringing consumers to the test environment for market surveys only sometimes represents the real experience. Mobile market research and effectively fix issues businesses encounter during the research process. It proves to be a better method for brands to get vital information.

Traditional Research Methods Vs. Mobile Research

The number of smartphone users rises steadily and connects people around the globe. It has become easier to discover and share insights. As a consequence, conventional methods of marketing are slowly becoming obsolete. Previously research was mostly about face-to-face interviews, focus groups, and surveys. But in the present time with wide-spread access to the internet and smartphones, there is a lot to do for the brands.

Marketers mostly rely on social media research to gain insights for marketing strategy design. Below are some of the notable differences between traditional market research and mobile market research.

Save a lot of time and resources.

Mobile market research does not require several months of planning and execution as traditional research techniques. Marketers can search for user preferences and purchase patterns with the help of technology like AI. It also saves money on surveys, focus groups, interviews, discussion groups, and other techniques.

Genuine customer feedback

Another aspect of mobile market research is that it brings genuine customer feedback. Traditional marketing techniques only involve a set of questions where the consumer is unable to provide candid answers. But with mobile market research people can share their opinions without even brands asking for it. Businesses can customize their surveys or questionnaires based on the target audience.

A clear understanding of customer behavior

Typically traditional method of research involves asking customers a set of predefined questions. But with mobile survey analysis engaging with the customer helps in better understanding their choices. Brands get to learn about their preferences and the kind of product they are looking for.

Advantages of mobile market research

Mobile research has several distinct advantages over conventional research approaches. Following are some of the benefits brands can get from mobile research:

  • Respondents in research can share their views within a minute without impacting their activity.
  • Mobile research is location and time-independent.
  • With the help of relevance and context, will question the response rate is quite high.
  • Businesses can reach the audience in remote places without much difficulty
  • Mobile reset this fast and can generate a large number of responses within a few hours
  • With the help of geo-tagging, brands can track around the globe
  • Respondents and answer questions directly, reducing loss of details in the process
  • Respondents were confused about taking pictures as part of the study

The approach behind mobile research is quite different in comparison to traditional practices. For example, experts always recommend keeping the study short. Participation of the respondents is not taking much time or impacting their everyday activities. If it requires more time, then the respondent must be able to stop and continue at their convenience.

Working with short questions and possible answers is the best way. It helps in enhancing the response rate to a great extent. Mobile phone screens are relatively small, so their layout for the campaign should be properly optimized. The answers should be visible and easily clickable for the participant.

Considering the target audience helps add entertainment value to the survey analysis. However, it must be fine with the reliability of the course. The consumers must have cleared information that there is no participation cost in exchange for the data. Another important factor is that most mobile respondents are younger than other respondents. They mostly belong to the higher-income segment and work full-time.


Mobile research adds much value to any business. As it is a short research process and involves context-oriented questions, most people take part without a second thought. It also is the perfect means for reaching otherwise difficult audiences to connect. Mobile research will have even more value for business growth in the coming days.

Maction is a leading market research agency that provides the best technology-driven survey platform available. With our considerable experience, we can help you gain the suitable consumer insights necessary for designing your creative strategy. 

Contact the expert consultants at Maction Consulting today.

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