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A KISS is not enough: How to launch mobile intercept surveys

Posted by Jennifer Okula on December 29th, 2011 at 9:10 am

Are consumers actually willing to take surveys on their mobile devices? Are they willing to take surveys even when they are on a mobile website or in an app? The answer is yes, however some guidelines should be followed for best results. Whether looking for feedback about a site, app, brand, or advertising, following the old adage K.I.S.S (Keep it Short and Simple) is important but not enough.

1) K.I.S.S. - Keeping it short and simple is certainly the golden rule to conducting a mobile survey. No one is going to take the time to complete a long survey on their mobile device. When conducting a survey from a mobile website or app, no more than 10 or 12 questions are recommended. Additionally, don't make the survey too difficult to complete. Eliminate or limit open ended questions and keep question and answer choices short so too much scrolling is not required.

2) Offer an incentive - Where possible, offer an incentive for taking your survey. Even if it's a small incentive, it helps to grab attention and gives users a reason to complete the survey through to the end. On a mobile website or in an app, incentives can increase response rate by as much as 5X when compared to non-incentivized surveys.

3) Optimize survey display - Use a survey platform that detects device/browser and optimizes the way the survey is displayed. By using a survey platform designed for online surveys, the font size may be way too small or the way that the survey shows up on a mobile device may not easily be viewed. For example, a mobile-specific survey platform should recognize a touchscreen device and use enlarged radio buttons and checkboxes for easier survey completion.

4) Maintain user experience in apps - When trying to launch surveys in mobile applications, it's important not to disrupt the experience by taking users outside the app to another browser to complete a survey. Users do not want to be navigated away from their desired tasks.

These are some simple guidelines to follow to launch successful mobile intercept surveys. So go ahead and get out there and do more than KISS!

 

» See the original article at http://blogs.imediaconnection.com/